The future of oral care is transforming as the category becomes increasingly integrated with personal care and wellness. Oral care is transcending basic hygiene to become an important aspect of overall well-being. The dental industry is adapting to these changes, creating new trends and products, such as holistic oral care brands like Klēn that address consumer desires for aesthetics and sustainability.
As personal care habits become fundamental preventive measures for overall health, oral care professionals hope to educate the public on the connection between oral and general health. A new survey from Procter & Gamble (P&G) and the American Academy of Family Physicians (AAFP) shows a significant lack of awareness of the connection between dental health and overall physical and mental health. The findings, based on a survey of over 2,000 Americans, revealed that although 76% say they are motivated to take care of their oral health, only 3% associate oral health with whole-body health.
Further data showed a gap in awareness of the connection between oral health and whole-body health: Forty-four percent% of Americans have never heard of the connection between oral health and cardiovascular disease, diabetes (55%), pregnancy complications (67%), respiratory disease (68%), or Alzheimer's (77%).
“Too often, care for the mouth and the rest of the body happens independently. When physicians and dental professionals work together, we can improve patients’ understanding of the connection between oral care and whole body health,” Rebecca Fuller Beeler, PhD, Vice President, Integrated Marketing Communications at the AAFP, said in a P&G press release about the survey.
The findings from P&G and AAFP’s survey complement previous research on the complex connection between mental health and oral health. Poor mental health can lead to a decline in oral health, while dental problems can contribute to declining mental health.
The future of oral care is increasingly defined by prevention, personalization, and whole-body wellness. As the category continues to converge with the broader personal care and wellness industries, oral health is evolving from a routine hygiene practice into a core component of overall health. While research from P&G and the AAFP highlights significant gaps in public understanding of the links between oral health and systemic conditions, it also underscores a major opportunity for education and innovation in the oral care market, which is currently valued at $42.3 billion and projected to reach $66.4 billion by 2033, at a CAGR of 6.7% from 2026 to 2033.
As brands, dental professionals, and healthcare providers embrace more holistic approaches to oral care, growing consumer awareness is expected to drive demand for products and services that support both oral and overall well-being. In turn, these shifting perceptions will continue to shape the next generation of oral care innovation, reinforcing the category's position as one of the fastest-evolving segments within the global wellness market.