Category
Lifestyle
Assisted Choices
Trend cluster
Category
Next Gen
Care
Oral hygiene brands are appealing to Gen Z via design and marketing.
6.5
Trend score
Trend
What is the Next Gen Care trend?
Next Gen Care: Emerging oral hygiene brands are working harder to appeal to Gen Z demographics, with marketing and branding that features youthful aesthetics similar to those of the skincare and beauty space.
Insight
The consumer insight behind the Next Gen Care trend
Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they're loyal to a brand. Everything from inclusion to social media influences this generation's purchase decisions, and brands are having to adapt to this shift.
Trend themes
Themes within the Next Gen Care trend
Three behaviours holding the trend together01
Appealing to Gen Z
Brands are creating marketing and branding that feature youthful aesthetics to target Gen Z demographics, such as with oral hygiene brands that are taking cues from the skincare and beauty space.
02
Sustainable and Eco-Friendly Oral Care
Consumers are becoming more environmentally conscious and seeking out products such as plastic-free oral care sets and waterless hygiene travel kits to reduce waste and minimize resource usage.
03
Inclusive and Positive Branding
Brands are partnering with design firms to create inclusive messages of positivity, such as with Smile White dental company that aims to bring teeth whitening to previously untapped audiences by using real-life photos and bright colors to appeal to everyday consumers.
Industry implications
What the Next Gen Care trend means for industry
Where the trend changes the playbookFor
Oral Hygiene
Brands are introducing new oral care categories that embody self-care and self-expression, creating personalized and engaging toothpaste formulas, and creating kid-friendly sonic toothbrushes to develop healthy oral care habits.
For
Sustainability
Consumers are seeking out eco-friendly and sustainable options such as biodegradable toothbrushes, plastic-free oral care sets, and waterless hygiene travel kits, creating an opportunity for companies to innovate in sustainable packaging and materials.
For
Gaming and Advertising
Brands are creating interactive games and immersive experiences for their audiences, such as Listerine's Breathcalypse game set in a bad breath metaverse, with an opportunity for more creative and engaging advertising in the gaming space.
Workshop question
How is your brand working to appeal to Gen Z?
Trend signals
Trend signals for Next Gen Care
Trend score 6.5 out of 10, from popularity 87%, activity 84%, freshness 23%.
Popularity87%
Activity84%
Freshness23%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Next Gen Care trend
10 featured examples from Dec 17, 2020 to Apr 23, 2024CategoryEco
Waterless Hygiene Travel Kits
The Waterless Wash Kit Includes Body Care & Toothpaste Tablets
The personal care products industry can capitalize on the waterless trend by developing innovative waterless formulas for shampoo, body wash, and other hygiene products.
CategoryLifestyle
Lollipop-Inspired Toothpastes
The Chupa Chups x Hismile Flavors Sweeten Daily Oral Care Rituals
The sweet and unique flavors of lollipop-inspired toothpastes create opportunities for innovation in the oral care sector.
CategoryEco
Plastic-Free Oral Care Sets
The Seventh Generation Beam is a Subscription-Based Oral Care Kit
The personal care industry can focus on shifting towards sustainable oral care products to reduce waste while promoting oral hygiene.
CategoryTech
Limited-Edition Lavender Toothbrushes
BURST Oral Care Made a Colorful Sonic Toothbrush & Flosser
Companies within the oral care industry can capitalize on the trend of offering more stylish and aesthetically pleasing products.
CategoryLifestyle
Cake-Flavored Toothpastes
Hismile's Red Velvet Toothpaste Has a Decadent, Dessert-Like Taste
Incorporating unique, dessert-inspired flavors in toothpaste offerings can differentiate brands in the crowded oral care market.
CategoryLifestyle
Color-Changing Toothpastes
Crest Kids Color Changing Toothpaste Encourages Brushing for Longer
Oral care brands could incorporate color-changing technology into a range of products to encourage healthy brushing habits from an early age.
CategoryMarketing
Metaverse Mouthwash Games
In Listerine's Breathcalypse, Bad Breath is the Enemy
The use of gamification and immersive experiences has the potential to disrupt the gaming industry and revolutionize gameplay.
CategoryFashion
Oral Beauty Collections
CO. by Colgate Introduces Oral Care for a New Generation
The beauty industry can expand their product lines with complementary oral care products and explore the new oral beauty category to cater to Gen Z's interest in self-care and sel…
CategoryMarketing
Social Media-Inspired Dental Branding
Smile White's Inclusive Branding Offers Positive Messages
Dental companies can use inclusive branding that focuses on accessibility to attract a larger audience
CategoryLifestyle
Kid-Friendly Sonic Toothbrushes
The BURSTkids Sonic Toothbrush Instills Healthy Habits
Introduce the BURSTkids Sonic Toothbrush to healthcare providers and dental clinics to promote and encourage healthy oral care habits for children.
