Opportunity

Halitosis – the pervasive bad breath – is one of numerous conditions that is driving the oral hygiene and breath freshener/breath control markets.

Halitosis is caused primarily by bacteria and sulfur compounds that build up on the tongue. Dry mouth, medications (chemotherapy), diet, gum disease, and smoking are factors that increase bad breath. With halitosis effecting approximately 50% of the adult population in the world (FDI World Dental), consumers spend billions of dollars on products to make their breath smell clean and fresh.

New products – mints, gums, mouthwashes, and tongue scrapers—appear in the stores at a rapid pace and with increasing focus on products that are more effective and last longer. Yet the majority of fresh breath and breath control products mask the odor and give a pleasant sensation in the mouth for a short time only. The market is in a constant search for products that deal effectively with the problem and provide real long-term impact.