Longevity has become a key theme in the marketing narratives of cosmetics brands. This new trend is benefiting certain product categories that have long been overlooked in this context, such as oral care. This is shown by an analysis carried out by the market research firm Mintel.
The analysis is based on consumer data collected by Mintel in the United States, Canada, and Brazil.
Staying healthy
When asked what longevity means to them, 41% of Americans say it means staying physically active. 36% of them cite living without health problems. Only 14% mention looking young. For nearly half of Americans, a brand can help them age well by offering affordable and easily accessible products.
A growing concern
According to Mintel, oral health plays a direct role in quality of life. When oral function declines, nutrition, disease prevention, and daily comfort suffer. Consumers are already making this connection. 59% of Canadians and 57% of Brazilians plan to pay more attention to their oral health.
Age amplifies this concern. The oral microbiome changes, the mouth becomes drier, and teeth become more fragile.
Prevention comes before whitening
Until now, high-end toothpastes have focused primarily on aesthetics, particularly whitening. Longevity is shifting priorities. In the United States, consumers are placing increasing importance on cavity prevention, enamel strengthening, and gum health. “Ingredients are evolving as well. In fluoride-free toothpastes, hydroxyapatite is gaining traction. This mineral, which occurs naturally in enamel, may help remineralize teeth,” notes …
