Personal care - oral care 2024: jackpot for category’s challengers

There’s money in Brits’ mouths. The opportunity to cash in on dental health was underlined last month, when Waken kicked off a crowdfunding round that secured 90% of its £900k target within days.

The money will be invested by the challenger on growing its mission to put sustainable and stylish oral care products in bathrooms.

Pärla has the same aim. The plastic-free startup kicked off its own successful crowdfunding round in November, aiming to raise £400k to expand distribution of its toothpaste tablets, plant-based floss and the like.

Both brands are fast-growing. Waken has registered a 35.5% value gain for its core mouthwash on volumes up 55.5%. It’s been an “exciting growth for Waken, driven by expanding distribution and improving rates of sale across key retail partners”, says co-founder Simon Duffy.

Pärla’s burgeoning toothpaste is up 10.5% in value. Co-founder Simon Chard tells a similar story to Duffy’s. “Our brand made significant strides in awareness and adoption, with highlights including expanding distribution in the north with Booths and being chosen as one of Whole Foods’ Next Big Things,” he says.

The two brands are showing promise in a category up £65.3m across the three sectors in this report. In terms of percentage value gain, Ordo is another standout. The sonic toothbrush brand has seen value rocket 61.8% (albeit from a small base). As key drivers, head of UK sales Darshna Patel points to a March listing with Waitrose and increased distribution by Boots, Sainsbury’s and Ocado. She also credits new lines in the core range.

Oral care powerhouse Sensodyne has expanded its offer this year, too. In January, it added its Clinical White toothpaste duo (see Top Launch, below) and is now worth an extra £14.2m. “The success of Sensodyne is attributed to a wide range of products,” says Michael Durkin, GB sales director at owner Haleon. “In a challenging environment for NHS dental care, our brands such as Sensodyne offer products that help consumers address a variety of oral care needs.”

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