The Current Oral Health Market Isn’t Working

The Current Oral Health Market Isn’t Working

The #1 disease in the world isn’t what you probably think it is – it’s oral disease and it affects over half of the world! Periodontal disease (infections and inflammation of the gums and bone that surround and support the teeth) affects more than 90% of the world’s population1, despite a global $33.7 billion oral care market2. are these shocking dental disease numbers possible when there is a vast array of products on the market that claim to combat these very concerns? The answer is three-fold:

  • oral care companies are too focused on whiter teeth vs. treating the whole mouth, which is the gateway to our bodies
  • we aren’t using the right oral care products or using them correctly
  • our kids don’t love brush time

Not Focused on Whole Mouth Health

With hundreds of bright packages claiming to “whiten teeth,” “kill 99.9% of germs,” “remove stains,” “fight against cavities,” and “freshen breath,” you would think our mouths would be the healthiest they’ve ever been. Well, sadly, many oral care products and the “best toothpastes” on the market do the bare minimum and only target teeth health rather than the entire mouth’s

Why is it important to target the entire mouth rather than just the pearly whites? Because mouth health determines teeth’s health, along with overall health. Many over-the-counter toothpastes and mouthwashes contain antibacterial ingredients or alcohol which wipe out the oral microbiome — the collection of helpful and harmful bacteria in the mouth — and create an ideal environment for cavity-causing bacteria to thrive. While many marketers would love for you to believe that all bacteria is harmful, the truth is, it’s not. Our mouth needs good bacteria to police the harmful bacteria to prevent it from rotting teeth and working its way to the rest of the body and negatively impacting major organs.

Our Oral Care Products Aren’t Working

Is fluoride really the best toothpaste? Not if it’s not working. If any other calcium apart from hydroxyapatite is one of its ingredients (think calcium phosphate, dicalcium phosphate, calcium carbonate), it’s preventing fluoride from doing its job altogether. Fluoride naturally bonds to calcium, which prohibits the ingredient from penetrating into the teeth due to the size of the newly formed molecule. The result? Ineffective toothpaste.

So, why are they including these harmful ingredients? Because they’re cheaper and easy to market. Many oral care manufacturers are driven by profit, not by science.

Kids Don’t Like Brush Time and They’re Likely Doing it Wrong

Getting kids excited about brushing and getting them to manage their mouth correctly is a mission in itself, and the market’s current approach is a band aid solution at best. Sure, they adorn their packaging with bright colors and slap on kids’ favorites characters, but they’re not helping set a lifelong foundation for healthy mouth care habits, nor are they supporting parents. They’re just momentarily getting kids’ attention. SuperMouthTM implements music, storytelling, augmented reality (AR), superheroes, educational resources for parents, and even a movie to spark kids enthusiasm about their mouth care habits. Other oral care companies simply put the responsibility of compliance on parents, who are often looking to them for help and guidance.

The Bottom Line

When we face the facts, it’s clear that many oral care products are missing the mark and aren’t helping mouths the way they should be. The good news is, SuperMouth addresses this issue by making sure all of its products are S.U.P.E.R., and ingredients in its mouth care products work together to create healthy mouths and combat risk for oral disease. Take the hassle out of your mouth health and have one less thing to worry about when you choose SuperMouth.


  1. National Library of Medicine. (2022, May). Periodontal Disease (No. NBK554590). University of Toronto.
  2. Oral Care Market Size, Share & Trends Report, 2022 - 2030. (n.d.). Grand View Research. Retrieved June 24, 2022, from