Oral care trends — Formulating products to meet rising consumer expectations

Whitening continues to be one of the strongest drivers of consumer choice in toothpaste. Across highly competitive markets, whitening is the top claim made by leading brands, and products that cannot deliver visible results risk falling behind.⁵

Formulators use a variety of ingredients to support whitening performance. Hydrogen peroxide, silica, and polishing agents are common ingredients, each playing a role in stain removal and surface cleaning.^{6 7}

Popular products, such as Arm & Hammer Advance White Extreme Whitening Toothpaste, highlight these ingredients to demonstrate whitening benefits.⁸ Whitening is also expanding into formats such as gels and pens, which require stable, effective delivery of ingredients.⁹

The role of surfactant systems: Sodium lauryl sulfate (SLS) and other alcohol sulfate formulated with Shell NEODOL® combine effectively with whitening toothpaste ingredients. These surfactants contribute cleaning power, create foam that spreads toothpaste across teeth and gums, suspend and remove debris, and lower surface tension to improve wetting. Together, these functions support the effectiveness of whitening ingredients and enhance the feeling of cleanliness.

Consumers are increasingly willing to pay more for toothpastes that address enamel repair, gum health, and sensitivity relief.¹⁰ These therapeutic claims have become a cornerstone of premium oral care and are shaping how brands position themselves in the marketplace.

The sensitive toothpaste segment alone is projected to grow from $1.74 billion in 2025 to $2.29 billion by 2030.¹¹

Products in this category are often positioned as specialist solutions supported by science, and shoppers show a readiness to pay more for clinically backed efficacy.¹²

Sensodyne Repair & Protect is one example, marketed for its enamel-repair and sensitivity benefits.¹³

Formulations designed for therapeutic performance commonly include stannous fluoride, enzymes, or nano-hydroxyapatite, which has been recommended at a 10% concentration for optimal effect.¹⁴

The role of surfactant systems: SLS and alcohol sulfate formulated with Shell NEODOL help maintain formulation stability and improve wetting. These functions support even distribution of active ingredients such as fluoride, contributing to product performance and consumer trust in therapeutic claims.

Fresh breath remains one of the strongest drivers of consumer loyalty in oral care, making it vital for brands to deliver on this desired attribute.¹⁵

Colgate, for example, developed UltraFreeze Technology to extend the cooling sensation from brushing, while Symrise introduced Optacool Fuji, a neuroscience-backed cooling agent designed to provide long-lasting freshness.^{16 17}

Zinc has also been highlighted as a rapid and effective solution because it neutralises volatile sulfur compounds that cause bad breath and can reduce bacterial adhesion and inflammation.¹⁸

The role of surfactant systems: SLS and alcohol sulfate made from Shell NEODOL® alcohols create foam that disperses toothpaste evenly and help ensure uniform delivery of actives. In this way, they enhance the overall sensation of freshness and contribute to consumer confidence in these formulas.