The oral care sector is changing fast. People are thinking more about their teeth and gums as part of their wider wellbeing, not just day-to-day hygiene. As a result, shoppers are becoming more selective and want products they can genuinely trust.

Independent reassurance has become one of the strongest influences on purchasing decisions. Our research shows four-in-five (80%) would look for the Oral Health Foundation’s ‘Approved’ logo before purchasing an oral hygiene product. This means trust in a product now depends on much more than what a brand says – people want confirmation from a respected dental organisation.

The same research shows that accreditation matters across many parts of daily life. When asked what types of products they are most likely to look for independent approval on:

• 28% chose healthcare products first.

• 22% selected food and drink items.

• 20% selected electrical goods.

This illustrates a broader shift: consumers increasingly expect proof, not promises.

The expectation of independent checking is also linked to how much people are willing to pay. More of our research shows that 80% of people believe it is important for an independent organisation to verify product claims. Almost half (43%) said they would pay more for products that have been approved by an independent body.

Together, these insights show a clear direction for the industry. Consumers are not only interested in oral-care products that protect enamel, support gum health, reduce sensitivity or improve the natural colour of their teeth – they also want reassurance that these products work.

What this means for brands

• Trust is now a deciding factor, not a “nice to have”.

• Independent approval can increase confidence and willingness to purchase.

• Clear, plain-English claims are better received than exaggerated marketing language.

• Products that truly deliver everyday health benefits – supported by evidence – are more likely to build loyalty.

As expectations continue to rise, brands that prioritise honesty, transparency and independent validation are best positioned to succeed.

We believe the oral care market is no longer just about cleaning teeth and gums – it is about confidence, reassurance and delivering meaningful benefits people can believe in.