The 5,000-year-old Toothpaste Experiment

How it all began

 When you think of toothpaste flavors, you automatically think of the intense flavor of mint, right? However, this wasn’t the case 5,000 years ago, when people first started using a form of toothpaste and getting creative with it. The first experimental toothpaste contained charcoal, oyster shells, crushed bones, bark, volcanic rocks and more and was used by ancient Greeks, Romans, Indians, and Chinese. We have ancient Egyptians to thank for thinking of using mint in their toothpaste. According to historical records, the Pharaohs and the wealthy class of ancient Egypt were particularly attentive to their oral health, so they experimented with a paste made of a mixture of herbs, dried flowers, and spices. Ever since mint was the king of fighting bad breath and it rightfully dominated the oral care sector.


Why mint though?

Mint has been known for its medicinal properties and its scent since ancient times. For example, ancient Greeks primarily used it as a room freshener and consumed it to cure digestion issues. Later in the Medieval times, mint leaves became more popular as a breath freshener to fight halitosis, alongside other fragrant herbs and spices such as parsley, cinnamon, sage, clove, cardamom and rosemary.

 In the late 19th century, mint found its way to the modern toothpaste, and it has been an essential ingredient ever since thanks to its strong flavor. People have associated it with clean and fresh breath so it became the go-to oral care product worldwide, representing nowadays a multi-billion dollar industry.

 New flavors of toothpaste on the horizon

While minty toothpastes and other dental care products, in general, hold the biggest market share, it doesn’t mean that it’s everyone’s first choice, mainly for young children. It is very typical for a kid to resist teeth brushing, mostly because they find it tedious and the mint flavor can be too intense or spicy for them. Therefore, milder flavors such as bubblegum, orange mango, watermelon, apple, blueberry, Tutti Frutti, and more are beloved and in high demand among younger consumers.

 The need for a variety of flavors led companies to get innovative and offer a lot of bizarre and unexpected toothpaste flavors. One flavor that became a quick success among kids was the mint chocolate flavor, introduced a few years ago. The marketing strategy for such a product depended on entirely different purposes, selling an experience rather than a science-based oral care product. What followed after the launch of chocolate-flavored toothpaste was an array of bizarre flavor options such as whiskey, cookies, licorice, coffee, bacon, curry, honey, cupcake, coke, and even champagne!


Latest Trends

According to statistics, the global market for toothpaste and other dental care products has benefited quite a lot from the pandemic and is estimated to reach 22 billion US Dollars in revenue by 2027. The annual growth rate of the global population, the increasing awareness regarding oral health and proper hygiene, and the entrance of new and natural toothpaste flavors and formulas at reasonable costs are three of the main factors which shape consumer trends.

The global interest in sustainable and biodegradable packaging materials and vegan and natural ingredients in dental care products is growing at a rate that companies cannot ignore. It created a significant opportunity for brands in the industry to offer organic toothpastes whose active ingredients consist of eucalyptus oil, aloe vera, myrrh, and other plant extracts and target health-conscious consumers.


New category takes over?

 A more “natural-sounding” and botanical flavor is increasingly more appealing to consumers, especially considering the long list of incomprehensible and straight out of a lab label mainstream brands use.

Evidently, many existing companies hopped on the trend and a lot more new ones recently emerged to satisfy this niche. Each company capitalized on a unique feature and took notice of the environmental impact in order to beat the competition.

If you were to Google “natural toothpaste” right now, you would get too many results, with slightly differentiated descriptions. So, how would you possibly know which one delivers what it claims? Keep in mind that a lot more money is spent now towards marketing a product rather than funding the actual science behind it.

While both established and upcoming companies get behind the trendy cosmetic “oral care” movement, being supported by beauty and wellness influencers, the focus remains on the attractive packaging and buzz on social media, to justify the premium price that is at least 5-10 times higher than the usual.

 Therefore, the responsibility lies on all of us to be well-rounded regarding the hygiene products we use every day. Our lifestyle choices can have a major impact on our overall well being so we need to act accordingly. 



Toothpaste Market Statistics: Types, Flavors and More

Today, we are faced with a plethora of choices when it comes to toothpaste. There's a wide range of options available, including white, black, herbal, kids' toothpaste, or "gum care" toothpaste. Many brands are still creating toothpastes with fluoride and other commonly used chemical ingredients, while others have introduced fluoride-free varieties to promote natural dental health.

In this article, we will be discussing some interesting statistics regarding toothpaste production, distribution, and consumption. We will also shed light on some interesting global facts about toothpastes in general, the Covid-19 consequences in the toothpaste making and selling industry, as well as the growing sensitivities when it comes to toothpastes. 

Global stats

The global toothpaste market is projected to grow at a CAGR of 6.4% during the forecast period (2021 - 2026).

The toothpaste market has been expanding at a significant pace over the past few years. In terms of market size, this growth is mainly attributed to increasing disposable incomes and the increase in the number of people with dental problems in the Western world. The global toothpaste market is a large one that includes many players, from multinational giants Colgate and Bayer to local companies.

If we look at the stats from Amazon online store, 4 best sellers in 2021 are as follows:

  1. Colgate
  2. Crest
  3. Tom’s of Maine
  4. Sensodyne

Global toothpaste market was worth $17.75 billion in 2019 and it is predicted to rise to $21.99 billion by 2027. Consumers in developed countries are currently spending more on toothpaste than ever before, thanks to a variety of competitive toothpaste brands that are available for purchase in both retail and online stores across the world.

The biggest toothpaste brands include:

  • Colgate 
  • Sensodyne Toothpastes
  • Crest Toothpastes
  • Aquafresh Toothpastes
  • Close up Toothpaste
  • Pepsodent Toothpastes
  • Patanjali

Let’s take a further look at some stats and facts about different tendencies, flavors, packaging, and toothpaste brands that we found particularly interesting:

Shift Towards Anti-Cavity and Vegan Toothpaste 

Because of the increased sugar consumption, busy lifestyle, as well as consumption of alcohol and tobacco there has been a growing demand for anticavity toothpastes. As the global diet gets sweeter and ‘faster’, dental problems are becoming more common. Owing to this, there is a growing need for quality toothpastes and ones that can have a sugar neutralizing effect to help prevent caries.

Aside from this, using animals for cosmetic testing purposes is now generally avoided by many companies. Also, since the vegan and vegetarian movement is gaining more and more momentum, to accommodate the growing population, many foods as well as personal care products are now veganized, including toothpastes. 


Mint, remains the most popular flavor, but new flavors are gaining momentum as well

Mint is still the most common toothpaste flavor in the world. Mint-flavored toothpaste became insanely popular in the US back in the early 1900s, when it was first introduced for Pepsodent toothpaste. Because it is an irritant, mint’s tingling property was first marketed as a sign the toothpaste was ‘working’, therefore equating the tingling of mint with cleanliness. 

Mint has probably the most refreshing clean scent of all flavors. Given that fresh breath is a key concern for many when it comes to oral care products, it is not surprising that it is still the most popular choice globally. With that in mind, as far as flavors go (agents added to create the flavor), the most common ones used are spearmint and wintergreen.

In case you don’t like any type of strong flavoring or simply prefer non-mint varieties, you’d be interested to know that Tom’s Maine toothpaste is one of the most popular mint-less toothpastes, containing fennel oil and other natural flavors. 

Global Toothpaste Stats by Type

According to Fortune Business Insights, one of the leading publishers of market research reports, toothpaste market can be segmented into teeth whitening, herbal, sensitive teeth, and other toothpastes, with teeth whitening taking up 34.45% of the global market share in 2019.

Source: Fortune Business Insights

Covid implications

Because of the strict Covid-19 regulations imposed by country governments all over the world, the supply chain of many companies has been disrupted. Needless to say, the pandemic has affected the toothpaste market as well. To ensure they comply with the newly set regulations and social distancing rules, many producers were forced to either reduce their workload or even completely shut down their plants.

In addition to that, it has been shown that people who have been affected by the Covid-19 virus are often more susceptible to suffering from dental problems as well - one more reason why people are now looking for quality toothpastes more than ever before. 


The Growing Interest in Herbal Oral Care Products

The growing fluoride sensitivity or dental fluorosis, especially noticeable among toddlers, is now encouraging companies to produce more natural toothpastes. On top of that, as tooth sensitivity is now becoming more common, producers are now faced with an ever-increasing demand for toothpaste with potassium nitrate as opposed to using stannous fluoride. 


Just like any other, the toothpaste industry is constantly changing. Being attentive and listening to the consumers’ needs is the sure way to stay top of mind. According to what we’ve seen so far, people are becoming more and more aware of the different types of toothpaste. The reason for this is mostly because modern lifestyle and excessive sugar consumption tend to cause tooth decay and gum diseases, which call for more potent and specific products. In addition to that, in the light of the recent pandemic, animal rights movement, awareness of chemical ingredients used as well as growing sensitivities, consumers are now turning to more ethically and naturally derived alternatives. 


The new way of brushing - The Premium Toothbrushes from Nordics

Nordics is transforming the way brushing is done! Continuously bringing alternative that matters, this time we changed the game. Premium hygiene, stealth oral health, extraordinary experience for your senses every evening and each morning, and saving our planet from plastic pollution - we did it all!

We’ve written dozens of lines about the importance of oral health and the urgency of making a change for our nature. We don’t just raise awareness but also design useful, affordable tools for every household and every hand. This is how each Nordics product is born. We are extra proud of our Premium toothbrushes. See what stands inside the heart of the change:

1. The astonishing number of 6580 high-quality ultra-soft filaments make the cleaning surface of 3 standard toothbrushes. Each of these filaments is polished with a diamond disk during production so the fibers' ends are sealed for microorganisms and erosion. This technology increases the cost of the toothbrush, thus few manufacturers choose to include polishing in their process. The relief of our teeth looks like the Himalayas - peaks and falls, angles, sharp edges. That is why it is crucial to have flexible and agile filaments that touch every point of our tooth enamel. Nordics premium brushes dense heads sweep away plaque and food residues. Brushing techniques are a very important part of the final result as well.

2. The handle is made of the bioplastic PLA - polylactic acid, a form of bioplastic that is made of renewable sources - fermented plant starch. That way petrol is never used for the production of these toothbrushes. They are 100% recyclable but also PLA production helps decrease the CO2 in the atmosphere. Isn’t that just perfect?

3. Reduced weight of the toothbrush handle - we’re saving from the production material by designing a reliable hollow structure of the handle for light and free movements of the hand. Nordics is driven by the minimalistic principle “Use exactly what you need - never more, never less”. We’ve invested efforts into the brush’s head - where it is essential to increase the cleaning power. Let’s not forget that many illnesses of the body start from the mouth.

4. The packaging is made of 100% recycled paper - staying true to our brand essence, we created a secure hygienic package that is made entirely of recycled materials. We consider this to be the bare minimum for a product with a green concept.

5. Soft, massaging bristles - statistics send a clear message that somehow remains aside from the hot topic in the industry. Nearly half (46%) of all adults aged 30 years or older show signs of gum disease and toothbrushes with soft bristles not only form a substantial share of the market but have a steady positive trend. This is by no chance. Actually soft filaments prevent the gums injury from excessive pressure while brushing – a habit a lot of us unwillingly are doing. Dentists recommend soft toothbrushes as an effective way to clean off plaque and keep the gum line safe. Nordics Premium toothbrushes proportionally distribute the pressure during brushing thus preventing irritation or gumline retrocession. Furthermore, the 6580 soft filaments gently massage the gum tissue and stimulate the blood circulation.

6. Fun and playful colors - last but not least we chose the most engaging colors that break the stereotype of brushing being an annoying chorus. Brushing can be beneficial AND fun. Enjoy!

Toothbrushes will always be the main dental cleaning tool. They have been existing in different forms since ancient times and long before forms of toothpaste were introduced into brushing. One of Nordics’ goals is to introduce high-quality, easily-accessible, and eco-friendly dental care for every consumer. We took another step in achieving that goal by introducing our premium toothbrushes.

Sustainable Oral Care: Why it Matters

Did you know that the average person uses around 300 toothbrushes in their lifetime? That’s a lot of plastic that ends up in landfills! Not only does this create pollution, but all that plastic can take centuries to decompose. By using sustainable oral care products and practices, we can reduce the amount of waste we produce and help protect the environment.

Oral care is something that often gets taken for granted. We brush and floss our teeth without thinking too much about it. But what if we told you that the way you care for your teeth can have a huge impact on the environment?

It's true. The methods we use to clean our teeth every day can be harmful to the planet, and even dangerous for our own health. That's why it's important to switch to sustainable oral care practices that are gentle on the earth and good for our bodies.

What is Sustainable Oral Care?

First of all, let’s answer this basic question. Sustainable oral care is a term used to describe practices and products that are gentle on the environment. This mainly includes:

  • choosing natural ingredients over harsh chemicals,
  • recycling and reusing products whenever possible,
  • avoiding disposable items,
  • saving water while brushing,
  • using biodegradable dental products

There are a few reasons why sustainable oral care is so important. For one, the dental care products we use daily can be harmful to the environment. Many conventional toothpastes and mouthwashes contain harsh chemicals that can pollute water supplies and damage ecosystems.

What's more, many of these chemicals are also toxic to humans. They can cause everything from skin irritations to severe health problems, such as mouth ulcers, stomach problems, and more. So it's important to choose products that are beneficial to both the earth and our bodies.

Sustainable Oral care products

When choosing a dental care product, we must know what’s included in them and the potential harm it could do to our health and our planet. A lot of the dental care brands use inorganic and chemical materials which are not eco-friendly, claiming they’re superior in terms of protection and effectiveness. However, there are various products available in the market which bring the desired results, that are aligned with sustainable techniques.

Here are a few eco-friendly dental care products you can start using today:

  1. Bamboo toothbrush. You can safely switch your plastic toothbrush with an eco-friendly one made of bamboo. This material is not wasteful, while plastic toothbrushes often end up in landfills, increasing the pollution levels. Bamboo is grown quickly without any chemicals and can make a sturdy toothbrush handle.
  2. Organic Toothpaste. People often associate organic and natural toothpaste with ineffective teeth brushing and not a fresh breath. That’s a common misconception which deters people’s attention from the toxic chemicals in the typical toothpastes. Ingredients such as Triclosan, Sodium Lauryl Sulfate (SLS), Parabens, and artificial coloring can be very harmful to your health because your oral cavity absorbs them into your bloodstream. Besides the harmful effect on our health, most toothpaste tubes are lined with materials, which cannot be recycled or reused. Investing in high-quality natural toothpaste can save you from health scares and save the planet from excessive chemical use.
  3. Eco-friendly dental floss. Another integral element of your daily routine, dental floss, actually includes materials that cannot be recycled. So, similarly to toothbrushes and toothpaste tubes, they end up in landfills, taking hundreds of years to break down.


Thankfully, there are many sustainable oral care products available that can help us keep our mouths healthy without harming the environment. These products often use natural ingredients like tea tree oil and essential oils, which offer sufficient protection to our teeth and gums and are also biodegradable. They also come in packaging made from renewable materials like paper or bamboo, which can be easily recycled and reused.


Making small changes like these can have a big impact on the environment and help us take better care of our teeth and gums. So why not give sustainable oral care a try today? You may be surprised at just how easy it is!

Find out how Nordics can help you change your daily dental care habits here

The Power of Charcoal in Cosmetics

Probably everyone has at least heard of a hygiene product containing charcoal. We can see charcoal powder even in the most unusual products like shampoo, mouthwash, or face scrub. About 10 years ago, this was an exotic concept and cosmetics manufacturers weren’t ecstatic about the idea of potentially clogging their machines with black powder and creating a non-stereotypical product that could potentially lay around in their warehouses. A micro-trend was gaining power but was far from the tidal wave it recently became. 

What exactly is activated charcoal and how come something so dirty ends up in cleaning products?

Activated and active charcoal are equivalent terms, as are active carbon and active charcoal.

Charcoal is the carbon residue of heated biomatter. It is black and odorless and has a porous structure and microscopic grid that acts as a very fine filter. When the charcoal is activated that means that it is processed to significantly increase the number of pores and the surface area. After activation, the outspread surface of 1 gram of charcoal is 3,000 m2 which makes it ideal for filtering, and absorption, through bonding with different chemical substances. That makes the size of 2,5 Olympic pools.

It is very efficient at capturing large molecules and tannins present in tooth discoloration.

What are the applications of active charcoal?

Carbon in general has such a wide spectrum of usages varying from automobile and space and FMCG industry. Because of its multiple benefits, its application is truly universal.

Activated charcoal is widely used in the beauty, cosmetic and medical industries. It is effective against absorbing toxins in food poisoning; however, it is not effective against alcohol poisoning due to its inability to create a bond with the alcohol molecule. Some of its most practical uses are:

  • Filter for industrial and commercial water purification
  • Skin cleansing agent by absorbing microparticles as makeup, dirt, or sebum
  • Deodorant ingredient absorbing the bad odor
  • Dental hygiene and teeth whitening agent


Active Charcoal and Teeth Whitening

Since activated charcoal is not only a great absorbent but also abrasive it greatly serves the purpose of teeth cleaning agent. Plaque is the main reason for dental disease. It is a fine film of bacteria chains and food residuals that is surprisingly challenging to remove. That is why dentists recommend using ultrasonic toothbrushes and using ultrasound themselves to clean off the calcified plaque, called tartar.

Every toothpaste has some kind of abrasive agent. Depending on their hardness the toothpastes have different cleaning efficiency. When integrated into a toothpaste formula, the active charcoal helps cleansing power by scrubbing off plaque and absorbing tannins and other coloring molecules. It has double cleaning power – contributing to the general oral health and to the cosmetic need for a white smile. However, using activated charcoal powder directly on your teeth as abrasive needs to be consulted with your dentist because factors such as gum and enamel condition need to be taken into consideration. Using direct abrasive powder in combination with a toothbrush can be harmful and create an unpleasant feeling and visual effect of black particles stuck between your teeth. 



Even though active charcoal is a great way for prophylaxis of dental diseases and teeth discoloration, it cannot make your teeth whiter than their natural shade. Oral care products having this ingredient work on a surface level, as most of the other teeth whitening agents in mass cosmetics.

We, at Nordics, cherish the natural and super-natural powers of active charcoal as it is easy to produce bio ingredients, dissolves perfectly in Nature without polluting it, and serves great for humanity! 

The Structure of the Tooth Explained

Did you know adult teeth have a biting force of up to 200lbs? Talk about strong teeth! Humans are all born with 20 baby teeth, which are just below the gumline and emerge after the first 6 months of a baby’s life. Our individual DNA predetermines the time each tooth will emerge and fall out eventually, as well as the time when the adult tooth will grow in to replace it. Only poor oral hygiene and an accident will disrupt this natural process. It’s important to keep in mind that proper dental care is an essential habit that needs to be developed very early on, as it defines the future oral health.

The Structure of the Tooth

What makes the tooth the hardest substance in the body? They comprise 96% minerals, making them harder than bones. There are a lot of different layers of tissue in each tooth, all serving a specific purpose. Let’s take a closer look at the anatomy of the tooth.

The Anatomy of the tooth, Source:

Teeth are made of the visible part, above the gum line, called the crown, the neck, which is the middle part, and the root, which is not visible and located under the gumline.  

The crown consists of 3 parts:

  • The anatomical crown. This is the top part of the tooth, which is the most visible part.
  • The enamel. This is the substance that covers the surface of the crown and it is responsible for protecting the teeth from toxic bacteria. It is made of an extremely hard mineral such as calcium phosphate, and thanks to it the mouth can withstand the pressure of biting and chewing.
  • The dentin or dentine. This is the tissue that makes up for the bulk of the tooth. Similarly, it consists of the same mineral, making it harder than bone but not as hard as enamel. When the dentine is exposed, due to poor dental care, the patient develops high sensitivity to hot and cold foods or drinks and sweets. Dentine hypersensitivity is one of the biggest concerns in oral health.

The neck, also known as the dental cervix, is the middle part that links the crown and the root. Its main 3 parts are:

  • The gums, or the gingiva. This pink, fleshy tissue is attached to the cement of each tooth and the enamel.
  • Pulp cavity. This is the space inside the crown that holds the pulp, the nerves, and blood vessels. The upper part of the pulp cavity is the pulp chamber, and the lower part is the root canal, which is found deeper down the roots of the tooth.
  • Pulp. This is the soft, gelatinous tissue in the center of the tooth and it consists of 80% water and 20% of inorganic material and cells called odontoblasts. Its main functions include the formation and nutrition of the dentine and the innervation of the tooth.

The root is the deepest structural part of the tooth with several highly important parts. It’s the part that extends to the bone and provides support to the tooth, and it’s approximately 2 times bigger than the crown. Each tooth has one or more roots and the main parts of a root are the following:

  • Root canal. As the name suggests, this is the passageway where the pulp is located.
  • Cementum or cement. This is the thin layer of a hard dental tissue which covers the anatomical roots of the tooth. Cementum is not as hard as dentine and is made of 45-50% inorganic material such as collagen and proteins and 50-55% water.
  • Periodontal ligament (PDL). This is the soft tissue that really holds the tooth and the bone together. It’s made of connective tissue and collagen fibers, and both nerves and blood vessels run through it. Its functions include absorbing the pressure of chewing, biting and grinding and allowing teeth movement in orthodontic treatments. PDLs are also susceptible to periodontal inflammation and are harder to regenerate, so it comes down to proper oral care.
  • Nerves and blood vessels. They are both essential to the structure of the teeth, as the blood vessels provide necessary nutrients for the periodontal ligament and the nerves help control the force when chewing and or biting.
  • Jaw bone. Also known as the alveolar bone, it provides support to all the teeth. The upper jawbone is fixed and called maxilla and the lower jawbone is movable and called mandible.

The Importance of Proper Dental Care

 Each part of the tissues that surround the structure of the tooth plays a very crucial role in oral health. From the enamel to the nerves, each requires proper dental hygiene to stay intact and protect the teeth from bite force, bacteria, and temperature changes.

The crown is mostly made of hard minerals to prevent toxins and bacteria from entering the gums and the bloodstream. The integrity of the neck of the tooth will help protect from gum diseases such as gingivitis, gum bleeding, and inflammation. The root comprises softer tissues, and any damage there is more complicated and risky to be addressed by a dental practitioner. 

The quality of the teeth is also defined by DNA, but it comes down to the practice of good dental hygiene from a young age. Brushing your teeth and tongue properly 2-3 times a day with the right toothbrush, using dental floss daily, and using mouthwash for fresh breath do more good than you may think. A solid dental care routine saves you a lot of painful visits to the dentist and a lot of expensive and uncomfortable dental treatments.


What to Look For In a Toothpaste

Toothpaste is one of the most used items in our personal hygiene. Dental products, as we know them, have not been around until the last couple of centuries. Nowadays, the oral care market offers a wide variety of toothpaste to cover every need and more innovative formulas become available for the consumers.

But have you ever wondered about what’s in the toothpaste tube you use 2 or 3 times a day? You've probably heard that you should be careful with the ingredients in it, but what does that mean? What ingredients should you look for?

Keep reading to learn more about the ingredients in toothpaste and how to pick the one that is best for you.

What to look for in toothpaste

Toothpaste that offers effective dental care and can be safely used for daily use has to contain the following basic ingredients:

#1: Fluoride

Fluoride is a naturally occurring mineral that helps to protect your teeth from decay. It was first added to toothpaste in Germany in the 1890s. However, it became a staple in 1914, when it became known for its tooth decay prevention qualities. It can be found in both natural and artificial forms and is a key ingredient in other dental products as well. According to the Centers for Disease Control and Prevention (CDC), fluoride helps decrease cavities by up to 40%.

The range of toothpastes available on the market contains different levels of fluoride. If you check the label on the back of your toothpaste tube, you will see that fluoride is measured in parts per million (ppm). Dental professionals consider a range between 1350 to 1500 ppm to be a very effective fluoride amount for adults. If you run the risk of developing tooth decay, your dentist may recommend toothpaste with higher ppm to protect your oral health more effectively. As for children, the dentists recommend:

  •     Children under the age of 3 can brush their teeth using a smear of toothpaste containing at least 1,000 ppm fluoride.
  •     Toddlers between the ages of 3 and 6 can brush their teeth using a pea-sized amount of toothpaste containing more than 1,000 ppm fluoride.

There are two types of fluoride you can find in toothpaste:

  1.   Sodium fluoride, which is the most common type and prevents tooth decay
  2.   Stannous fluoride, which prevents gum disease, tooth decay and reduces tooth sensitivity. It can stain the teeth, but scientists have been able to address this issue with different production techniques.

The ADA recommends using fluoride toothpaste in amounts depending on the age and the risk of tooth decay development.

#2: Mild Abrasives

Abrasives are ingredients that help remove plaque and stains from teeth. They come in both natural and synthetic forms and are usually added to toothpaste in small amounts. Relative Dentin Abrasivity (RDA) is the metric used to determine the abrasiveness of toothpaste. Toothpaste with an RDA level lower than 250 is acceptable and effective to not cause damage to the enamel. Any higher RDA level can lead to enamel erosion, which can lead to teeth sensitivity, discomfort, and gum recession.

 Some common abrasives in toothpaste are derived from chalk and silica.

 Hydrated Silica is an odorless, tasteless white powder, which depending on the specific formula can also be used as a thickening agent, a mild abrasive for cleaning, or as a whitening agent in toothpaste. It is listed by the U.S. Food & Drug Administration (FDA) to be Generally Recognized As Safe (GRAS).

 Calcium Carbonate is a mild abrasive derived from chalk. It can be safely used to remove plaque buildup in the surface of the teeth effectively.

 #3: Humectants

Humectants are the additives that allow the toothpaste to come out smooth and consistent from the tube. Glycerol and Sorbitol are two of the most common ones because they keep the moisture in the toothpaste mixture. Without them, your toothpaste might have a grainy consistency, almost like wet sand, which would not be pleasant at all on the mouth.

 #4: Detergents

Detergents are the ingredients used to produce foam when brushing your teeth.  One of the most common detergents in toothpaste is sodium lauryl sulfate (SLS). However, it is not considered safe for your oral health. Some problems SLS can cause are tissue sloughing, canker sores, dry mouth, and bad breath. This ingredient essentially damages the cells in the inner cheek, causing intense pain and irritation. Since SLS doesn’t have any cleansing properties, SLS-free toothpastes are the safe choice and the recommendation of dental professionals.

 #5: Flavorings

Flavors and coloring additives are the elements in a toothpaste that make it more appealing to look at and use day after day.

Toothpastes should not contain sugar because sugar speeds up cavity formation. Instead, sweeteners should be added because they have a nice taste and do not negatively affect the oral cavity. Indeed, certain sweeteners have the extra benefit of contributing to the protection of teeth and gums!

Some additives are sweeteners, but they also have a function in toothpaste. It's possible that the sweetening effect isn't even the most important function of that substance! Sodium saccharin, Sorbitol, and Xylitol are a few examples of commonly used sweeteners.


It is important to look for dental care products that contain safe-to-use ingredients, like Xylitol, and calcium. In addition, it is also important to find a toothpaste that does not contain harmful chemicals like SLS and Parabens. The Nordics oral care products meet all of these criteria and more. With our natural ingredients and lack of harmful chemicals, you can feel good about using our toothpastes for your family. Check out the Nordics oral care products here.


How Dental Care is Evolving with the Digital Age

Dentistry has been a critical part of our health for centuries. But with the advancement of technology, it’s evolving in ways we never thought possible. There are now new ways to keep your teeth and gums looking healthy that offer more convenience and comfort than ever before. From simple tools like toothbrushes to sophisticated digital toothpaste applicators, dentistry is becoming more personalized and accessible with every passing day. Here are some ways dental care is evolving with the digital age.

 How dental care is evolving with the digital age

In the past, people would visit their dentist to have a toothbrush or toothpaste applied. Today, it’s possible to get a custom-made app for your phone that will clean your teeth automatically.

One of the most popular new innovations in dental care is digital toothpaste applicators. These devices apply specific amounts of toothpaste with a consistent amount of pressure and speed for a consistent brushing experience. They also provide a timer so you know when to move on to another part of your mouth.

If you have braces, there are apps that can clean them for you with just one click! You simply attach your phone onto a holder that clips onto your braces and then select the appropriate mode from the app. It cleans off any food caught in between brackets while avoiding damage from metal bristles.

Even traditional tools like toothbrushes are evolving thanks to technology. There are now brushes on the market that track everything from brush time to where you need more attention, helping you achieve a healthy smile easily!

 The Future of Dentistry

 Brushing one's teeth is an experience. It's a time to relax, reflect on the day, or just enjoy oneself in general. But in the age of technology, this is changing.

With innovations like Bluetooth toothbrushes and digital toothpaste dispensers, brushing your teeth can be more about efficiency than enjoyment.

The toothbrush industry has been rapidly upgrading its products to make them more convenient for the average consumer. From self-cleaning brushes that recharge when they're finished brushing to electric toothbrushes that are able to brush two times faster than manual ones, there are plenty of ways we can make our oral care routine easier than ever before.

Digital technologies have also made it easier for dentists who want to offer more personalized treatment plans at their offices. With digital x-rays, dental impressions, and panoramic x-rays becoming more popular in the dental world, it's easier than ever for dentists to see your teeth and gums with stunning clarity—and help you better understand how you can enhance your dental care routine.

The Evolving Toothbrush

 The toothbrush has been a staple in households for a long time. We use them to keep our teeth and gums healthy, but they've also evolved into something more. Like so many devices nowadays, toothbrushes are getting smarter too.

In the 1980s the first electric toothbrush was released. These days, there are digital ones that track your brushing habits and offer helpful feedback on how well you are doing based on pressure and technique. They can even be paired with an app to show when you need to replace your brush head or repair your handle.

As technology continues to evolve, we'll likely see new innovations that will make brushing even easier and more efficient than ever before!

 The Evolving Toothpaste Tube

 We’ve all seen toothpaste tubes before, but not like this. One of the newest innovations is a digital tube that allows consumers to choose how much paste they want and dispense it with a click of a button. This offers two benefits: convenience and customization.

The most obvious benefit is the ease of use. The new digital tubes make it easier than ever to grab just the right amount of toothpaste, eliminating the risk of squeezing out more than you need or accidentally using too little. You can choose precisely how much paste you need depending on your brushing habits and dental needs.

The second benefit is customization. With the ability to choose your desired level of thickness, you can create a paste that caters exactly to your specific preferences in terms of thickness and texture. These changes are perfect for people who experience sensitivity in their teeth or gums or who have braces and want to avoid damaging their appliances with excess pressure while brushing.


 So, what does all this mean for your dental care? It means that you are now able to take control of your dental health at home. Nordics products are designed with natural ingredients and cutting-edge technology to provide premium dental care at home. Our latest innovative product, the Kids Strawberry Splash Toothpaste contains the processed probiotic SymReboot OC, which sustains the oral cavity’s instinctive defenses and supports the healthy balance of the oral microbiome.

Learn more about how Nordics combines innovation and sustainable techniques to provide affordable and holistic dental protection here.


Dental Care Around the World

A healthy mouth equals a healthy body! Good oral health is often linked to overall wellbeing and optimum health. The dental specialists rightfully advocate the importance of proper oral care, because the mouth is the gateway to the rest of the body. An infection in the teeth and or gums, due to poor oral hygiene can compromise more organs such as the lungs, heart, and brain and cause severe and irreversible damage. This is why the presence of oral medical centers plays a significant role in the promotion of proper oral care. However, the people in need of dental treatments are less likely to have access to them for various reasons.

 The State of Oral Health Care worldwide

According to the World Health Organization WHO, roughly 15-20% of adults between the ages of 35 and 44 have advanced gum disease, while over 30% of adults worldwide between the ages of 65 and 74 have none of their natural teeth intact. Furthermore, the statistical evidence reveals that 60-90% of children and approximately 100% of adults in the world have dental cavities at least at one point in their lifetime.

 Tooth decay is the most commonly diagnosed dental disease in the world, affecting nearly 90% of the population. It's also the most prevalent childhood illness, afflicting more than 70% of school-aged children3. Oral hygiene habits among children from 41 countries demonstrate a variation in brushing frequency between North American and European countries, based on the most recent surveys. Reports by the American Dental Association (ADA) reveal that 78% of adults in the USA brush their teeth twice daily, while in the case of children only 44% of them do. European countries such as Switzerland, Sweden, Netherlands, Germany, Denmark, and Norway have the highest ranking in oral care, and specifically up to 75% of adults brush their teeth twice or more daily. Ranking lower in oral hygiene are countries like  Finland, Romania, Greece, Lithuania, Turkey, and Malta, where fewer than 46% of adults take good care of their teeth.

The skyrocketing rise of oral diseases is a major public health threat globally. Fortunately,  the Global Oral Health Programme, introduced by WHO, is drawing attention to the importance of oral health around the world. The objective of the program is to identify strategies to help the millions of people who are unable to receive preventative dental care due to a lack of financial resources or access. Several European countries have privatized oral health care services in recent years, making it unaffordable for many. Furthermore, most eastern European countries have stopped providing school dental services, leaving children without access to oral health care. Dealing with oral diseases effectively, to drive these percentages down, will require access to dental care products and dental treatments for everyone.


Oral care in Developed Countries

 The United States, Japan, and Canada are the top 3 countries with the highest number of hired dental professionals globally, indicating that developed countries have the best access to oral health care. Income levels play a significant part in determining good oral health. Since many health insurance policies do not cover dental care, middle-class families often struggle to afford the recommended twice-yearly checkups and necessary dental work.

 One thing worth noting is that, as research continues to uncover the many hazards associated with gum disease, the number of dental hygienists joining the industry has been increasing in all developed countries over the last decade. Between 1987 and 2006, the number of dental hygienists in Canada grew by 200%, whereas the number of dental hygienists in Italy increased by a stunning 2207%! The Bureau of Labor Statistics in the United States has predicted a 38% increase in job growth in the profession between 2010 and 2020, which is much higher than the average for all occupations. A rise in population, a larger need for preventative dental treatment, and the need to maintain oral health, by minimizing dental problems in the elderly population, are among the reasons for this considerable increase.

 Oral care in Developing Countries

On the contrary, the reality in developing nations is entirely different. For example, although tooth decay is very common in the developed world, it is surprisingly rare in African countries. According to the World Health Organization (WHO), this is primarily due to the scarcity of sugar in people's diets. A bacterial infection that affects impoverished children and destroys the soft and hard tissues of the oral cavity called Noma, is prevalent throughout the Sub-Saharan region in lieu of dental caries. As shown by studies, it may surpass death rates of HIV/AIDS and malaria in the upcoming decades. As a response to that, the International No-Noma Federation was established by a group of 30 foundations and non-governmental organizations. In Africa, a coordinated effort to address the disease includes village-specific awareness programs, malnutrition solutions, and increased surveillance. While prevention is vital, a treatment-based strategy involving dental surgery is frequently required but costly. Such programs rely on both private investments and a sufficient group of dental professionals.


The reports show that dental health problems affect both the developed and the developing world. The first step to address them is the integration of oral health in the healthcare system, the appropriate distribution of medical staff across the world, and educational programs and campaigns for the low-income and high-risk populations. Spreading awareness will be a long process, but it starts with the preventative measures taken by individuals. The quality of life depends on personal hygiene, of which dental care should be an integral part.


Struggles and Solutions for FMCG Companies in the Pandemic

The global pandemic has had a significant impact on every industry, particularly those that are FMCG (Fast-moving consumer goods) companies. The pandemic has caused many consumers to change their spending habits, opting for cheaper alternatives instead of more expensive brands. As a result, some FMCG companies have seen considerable decreases in sales due to this behavior shift. 

The consumer goods industry is struggling with a number of challenges nowadays:

  • Competitive pressure is high because its markets are fairly saturated.
  • Customers are reacting to this abundance in a price-sensitive way.
  • Because private labels are pushing into the markets, the pressure on manufacturer brands to innovate is increasing.

Another problem is that consumers perceive the range of consumer goods as homogeneous and therefore interchangeable. Thus, the consumer goods market has the highest perceived brand uniformity compared to other sectors.  

Stagnation due to disrupted supply chains

For some items, such as toilet paper and flour, supply chains have been completely sucked dry. Stocks, which are usually enough to cushion fluctuations in sales, were also gone. What is now being newly produced is being sold off again directly – even if this has hardly anything to do with actual demand. People stock up on everything, also oral hygiene products. 

In ordinary situations, consumers purchased fast-moving consumer goods when needed. The pandemic caused people to start buying these goods in bulk and store them for future use. This sudden shortage of goods put pressure on the entire FMCG industry, many found it hard to cope with the sudden increase in sales.

Most FMCG companies relied on getting raw material from the international market, which caused stagnation and halts in production. Many companies have already started restructuring their supply chain. If the state is in lockdown again, the industry maintains its supply chain and prevents manufacturing stagnation.

Mental health issues due to isolation 

The effects of the pandemic are not only felt in the sales figures, delivery difficulties or lack of digitalization – many employees suffer greatly from mental health issues due to the current isolation. Also, the increased demand of such products can lead to problems such as burnout, here it is important as an FMCG company to invest in good HR power to guarantee suitable solutions for the mental and physical health of employees in the long term. 

Food retailers had a special boom for weeks as many people built up extra stock at home. Parallel to this, demand is shifting away from bulk supply in canteens or restaurants to retailers, as many companies and restaurants are still closed. Even though this does not change the total amount consumed: Food out of Home is declining massively which led to financial loss for many companies, which then relied on government aid and funding options. Food-related FMCG products such as cosmetics, toiletries, etc. are experiencing high demand. However, some sales channels have been closed due to the crisis, which in turn may lead to relocation effects. 

Digitalization is more important than ever 

A consumer survey on the topic of FMCG focused on a company's touchpoints with its customers on various channels. What becomes clear is: In the Awareness and Information phases, customers primarily use the brand website to obtain information. In the consideration phase, however, independent test reports are preferred, and the purchase itself is then made on retailers' websites. 

In the after-sales phase, however, the brand's website regains importance again: this is where inquiries are made to customer service when customers need support. The results show that cooperation between dealers and manufacturers is and remains essential. Both sides would benefit from sharing information and data about target groups. Not to be forgotten: The aforementioned, digital channels tend to reach a younger generation under 40, while older customers still use traditional contact and information options. 

Top trend: sustainability and health 

It's a trend that's been a long time in the making but has picked up speed once again due to the pandemic: Consumers are placing more and more value on sustainable products, regional sourcing of goods, and healthier lifestyles. Retailers are responding to this trend by increasingly listing products that meet these demands – other products inevitably have to make way for them and make room on the shelves. For the marketing of these consumer goods, this means: These topics need to be highlighted. 

Tip: Show consumers where the products come from and what impact they have on the environment. And here too, listen to your customers, actively include their wishes and needs in product developments, and also work closely with retailers, as they are naturally often closer to the customer. 

How FMCG companies responded in the short-term to the consequences of the pandemic

  1. Flexible staff scheduling due to employees' absence caused by illness, and higher protection standards and safety margins. Many producers have to cancel shifts, while others operate on a rotating basis.
  2. Ensuring the availability of sufficient logistics capacity. Many producers have problems transporting their goods to the retail distribution centers on time and in sometimes increased quantities under appropriate conditions.
  3. Supply chain management: goods are rescheduled at short notice. Time and again, dependencies on individual ingredients or parts arise that block entire production processes and have to be resolved ad hoc to avoid a production standstill. In the non-food area, goods are canceled, returned, and talks are held with suppliers in order to negotiate other conditions and acceptance periods.


After the crisis, there will be a substantial reorganization of supply chains. This cannot be done in the short term. Here are the essential elements, as far as they are already visible today:

  • Dual or multiple sourcing instead of single sourcing – procurement will be broadened. There will also be a shortening of supply chains. 
  • FMCG companies need to focus on their employees' mental health in order to keep up with the changing demand for their products
  • The increased build-up of safety stocks of critical precursors, especially for raw materials and goods that are only found in a few regions of the world.
  • Making it as easy as possible for consumers to gather all the information they need is essential to company's success in the future. 
  • The issue of sustainability should be considered in its entirety. For a world population that will exceed the 10 billion mark in a few decades, companies will need new utilization concepts for existing resources. Ideally, these will be implemented in combination via a merging of sustainability approaches and restructuring of supply chains.


10+1 myths about oral care: Debunked!

There is a myriad of tips on oral hygiene available online, but not all of them are meant to be taken seriously. Some of them offer misleading facts about proper oral hygiene. It’s about time to separate facts from fiction. While good habits in your daily dental routine are simple and not at all time-consuming, the wrong practices are highly likely to cause extensive damage to your teeth and put your overall health at major risk.

The following are the most common oral care myths that are all over the Internet but debunked by dental professionals.

1)  Sugar is the sole culprit for cavities and the source of all evil. Growing up, you might have associated candy with cavities, but the sugar itself doesn’t destroy your teeth. Besides sugar, the consumption of carbohydrates also plays a role in that. The bacteria living in the oral cavity feed off the residual sugar and carbohydrates that stick on the surface of teeth and tongue and then cause tooth decay and other dental diseases. 

2)    Brushing hard and fast is the only way to clean your teeth effectively. That’s actually false and it can cause a lot more damage than you think! Brushing hard even with a soft-bristled toothbrush will put a lot of unnecessary pressure on your gums. This will undoubtedly lead to gum bleeding and even gingival recession, meaning the exposure of the roots and bone. Dentists recommend gentle and short strokes for 2-3 minutes.

3)  Flossing is not a necessary part of your daily routine. That is not true and something you should incorporate in your oral hygiene. Flossing ensures the removal of food residue between the teeth, where a toothbrush may not always be 100% effective. 

4)    Chewing gum can replace tooth brushing when you’re in a time crunch. Although sugar-free chewing gum can remove some bacteria on the surface of the teeth, it is just a short-term and easy solution. However, nothing can replace brushing and flossing.

5)    Kids don’t have to brush their baby teeth because they’ll fall out, anyway. Dental practitioners highlight the importance of a dental care routine very early in a kid's life. Daily gum cleaning and brushing baby teeth can relieve teething pain and encourage the teeth to erupt.

6) Gum bleeding only affects your mouth. Gum bleeding is something to be taken seriously and treated as soon as possible. It indicates an infection in your mouth but it can quickly cause problems to your heart, lungs and even brain!

7) You can skip the visit to the dentist if your teeth look white. The typical recommendation for dental appointments is twice a year for a reason. No matter how good your oral hygiene is, you need frequent professional teeth cleanings to prevent plaque buildup or cavity formation. The white color only refers to the enamel and doesn’t exclude the chance of tooth decay, inflammation, and any other types of oral health issues.

8) Everyone has to remove their wisdom teeth. Not true, if the wisdom teeth are healthy and fully erupted, correctly aligned, and the bite is accordingly positioned. Their removal is advised when necessary to avoid potential infections and dental crowding.

9) Electric toothbrushes are better than regular toothbrushes. It’s not about the type of toothbrush you use, but the actual brushing that is the only important factor for clean teeth, among other dental hygiene practices.

10) It’s ok to slack on your brushing and flossing as long as you clean your teeth very well right before your dentist appointment. One day of good oral hygiene simply cannot beat weeks and months of slacking and the dentists can’t be fooled. The tartar buildup, which happens over months, doesn’t go away with brushing, and professional teeth cleaning is absolutely necessary.

11) Drinking with a straw is better for your teeth. That is kind of true and kind of false. Using a straw can protect your teeth from stains and acidic drinks, but chewing on it can cause teeth misalignment.

 It’s important to search for the right information, especially about anything related to our health. Prioritizing your dental checkups twice a year and using the appropriate oral care products are key for optimal oral health. Find these products here.


Facts and Figures: COVID19 and the Toothpaste Sector

The Oral Care Industry

Due to rising consumer awareness about dental health across emerging nations, the importance of toothpaste and oral care products has increased significantly in recent years. The essence of oral-care products derives from the fact that the majority of oral health problems can be prevented and/or treated using commercially available products. World Health Organization (WHO) states that oral diseases affect almost 45% of the world population, posing a great health challenge for many countries, where the affected people deal with lifelong severe dental infections resulting in pain, disfigurement, and even death. Despite the life-threatening implications an oral disease can trigger, dental treatments are costly and are not covered by medical insurance companies. They only cover 5% for dentist visits and treatments in high-income countries, while in most low- to middle-income countries there is little policy to cover this type of medical expenditure.

Considering the number of oral diseases, the dental care industry serves both consumers and dental practitioners. Goods and oral care solutions are nuanced, and the level of skill and infrastructure required to manufacture these products vary substantially. However, due to the volume of customers worldwide, generic products that appeal to consumers outperform those that cater toward more specialized sectors in terms of value. As a result, the market's main sales and distribution channels comprise supermarkets and convenience stores, drugstores and pharmacies, specialty stores, and, more recently, the online retail marketplace.

 Toothpaste sales vs Covid-19

Since toothpaste falls under the category of commodities, the export of such products across borders was allowed with little to no restriction.

 The COVID-19 pandemic seemed to have a minor effect on the global toothpaste sector.  The demand for toothpaste was generally unaffected throughout the year. Nevertheless, the consumers around the world were more likely to favor brands that offered discounts on additional purchases, as well as products that were high in volume yet low in price due to the overall financial hardships. Lately, the rising number of dental conditions among children and adults as a result of bad dietary habits, as well as the increasing interest in herbal oral care products, are the key factors driving the toothpaste sector. Furthermore, the escalating trend of premium brands and consumers demanding more specialized solutions are propelling the market's growth.

 The top oral care brands have taken advantage of the increasing customer awareness, expanding their product categories with more specialized options such as teeth-whitening toothpastes and other innovative oral care products. The technological advances allowed brands to implement more competitive marketing strategies revolving around sustainability and the addition of natural ingredients such as herbs.

What About Statistics in the Oral Care Sector?

According to surveys, the international toothpaste market is expected to increase at a CAGR of 3.4 percent from 2019 to 2027. Specifically, the global market share was 17.75 Billion US Dollars and it is estimated to reach almost 22 Billion during the forecast period.

 The Asia-Pacific region holds the largest market share, mainly because of the high number of customers, the lifestyle shifts, and the rise in household expenses. Hence, the shift towards sustainable policies is utterly essential. In fact, industry leaders are putting an emphasis on environmentally friendly packaging. A lot of the top producers like Colgate are adopting waste-minimization techniques and developing entirely recyclable toothpaste tubes. Due to the single-use packaging, 300 million toothpaste tubes are dumped at landfills around the world to address the problem.

 As for the product categories, the herbal toothpaste segment will present the highest CAGR of 5.6% by 2027. There are various factors driving this growth, such as the global movement towards natural and eco-friendly personal care products and the consumers’ preference to eliminate chemicals in essential goods. Yet, the dominant product will still be the conventional toothpaste, as it is perceived to guarantee fresh breath, gum and teeth infections, and bacterial overgrowth. (Source:

Regarding the segmentation by region, the Asia- Pacific will hold the leading position, as it accounts for 60% of the global population. Domestic brands such as Dabur and Lion Corporation are gaining ground in the regional markets and they form partnerships with leading distribution companies to test their products on the global market.

It is worth noting that Europe and North America are projected to accelerate considerably due to lifestyle and dietary choices such as smoking and consuming coffee, acidic soda drinks, and meat, as it’s part of their culture. Thanks to the high levels of income and the citizens’ priority to proper dental hygiene habits, they turn towards the premiumization of dental care and sustainable practices.

 The Top 5 Brands in the World

The top brand names in the toothpaste sector are:

  1. Procter & Gamble
  2. Colgate-Palmolive
  3. Lion Corporation
  4. Unilever
  5. GlaxoSmithKline PLC

The majority of the shares are held by the above-mentioned companies, except Lion Corporation, which is based in Japan. The market is highly competitive with a lot of small regional brands, but these five hold the leading positions. This offers them the competitive advantage to expand their product portfolio and provide niche products, addressing more issues such as sensitivity and pain relief. In fact, GlaxoSmithKline PLC launched a mint toothpaste in 2018, specifically for customers with sensitive teeth and gums across significant markets. Plus, a year prior, Unilever Ghana Limited introduced a similar product to the market, but in three variants, whose unique formula offered holistic protection and treatment for sensitive teeth.


How Dental Care Earned Their Spot In eCommerce

How many times have you bought a toothbrush or toothpaste without even thinking about it? Probably more than you can count. And how many times did you use eCommerce for the purchase? Dental care is an important element of overall health and well-being, which is exactly why it is crucial to invest a little more thought into what kind of products you use. Luckily - according to an Oral Care Hygiene Market report, people are becoming increasingly aware of the importance of oral health for overall health, which has transformed the way we choose and buy dental care products.

Commodity goods and the law of demand

All commodities derive their value from their ability to be sold on the global market. The sale of commodities is a universal process that remains unchanged regardless of the product's use or the country that it is sold in. The sale of any commodity depends solely on the law of supply and demand.

E-commerce of dental care products 

In the light of recent events, new opportunities have opened up in the oral care market. The growing popularity of e-commerce stores for oral care products is setting new trends in dentistry. Now more than ever, oral care products are being sold on e-commerce platforms. Pandemic has reshaped the way people shop for everyday products, including cosmetic products and toiletries. In fact, shopping at online oral care shops is now more popular than in physical stores like pharmacies. That fact can easily be explained by the advantages e-shopping brings along like the availability of multi-brand oral care products, price promotions, bundles, ease of purchasing, and free shipping. It is no surprise that because of this growing trend major market players have increased their investments in these channels.

A marked shift in the way people buy dental care products

For decades, toothpaste has been marketed as a cosmetic product, regarded as having little importance to overall health. As such, people weren’t exactly thinking or doing any research about what kind of toothpaste or toothbrush they should use. Most would simply head to the nearest supermarket and buy the first toothpaste they see.

Due to the Covid pandemic as well as the growing awareness of oral health importance, there has been a marked increase in online purchase of oral care products. In fact, according to the Research and Markets 2020/2025 forecast report, the oral care hygiene market is projected to reach USD 53.3 billion by 2025, with the toothpaste segment holding the highest market share.

These two consumer behavior changes have helped rank products like toothpastes and toothbrushes higher on the list of priorities. In addition to that, these realizations have had a huge impact not only on a personal but also on an economical level, which we’ll discuss in the subsequent paragraphs.

Implications on an economic level

With that in mind, it is no wonder that the FMCG market has been growing rapidly over the last decade. In fact, sales in the FMCG industry grew from $1.5 trillion in 2012 to $1.68 trillion in 2016. In a year-over-year comparison, the industry grew by $217 billion. The huge growth of the FMCG markets is detectable not only in the United States, but also in Europe, China, India, and Brazil. Another contributing factor to more toothpastes and mouthwash being sold globally is the fact that consumption of sugar is growing steadily, and is suspected to rise to about 171.8 million metric tons by 2020/2021. Excessive sugar consumption, as you probably know, is tied to tooth decay because of the way it alters the bacteria in your mouth to produce acid which then eats away the enamel causing cavities and bad teeth.

Fast-moving consumer goods (FMCG) take up a significant percentage of spending in developed countries like the United States. These everyday products, including cosmetics and toiletries like toothpastes and soaps, account for more than half of total consumer spending. Because people are paying more attention to the fact that dental products are both a necessity and a commodity, these products are now becoming more available online.


Implications on a personal level

In most cases, when you set out to buy a commodity good, you simply buy the most affordable or easily reachable item and then move on with your life. However, thanks to a boom in online shopping, people are now choosing more deliberately what they buy. 

Browsing online, as opposed to physically visiting the store has several benefits, especially when it comes to dental care products like toothbrushes, toothpastes, and dental floss.

Being able to shop for FMCG online has several advantages:

  • you can easily compare prices of different brands and product types;
  • you can read other people’s reviews to make an informed choice;
  • you can compare features, look at the ingredient list - something you rarely do at the pharmacy or store because there is no sales pressure;
  • you can relax and make an informed choice at your own pace, worthy of your money.

People are often not aware of the health implications everyday personal care products may have on their health. Little by little, chemicals in these products can affect your overall wellbeing. Why not avoid that when you can? Opt for naturally derived oral care products whenever you can. You should never skimp on oral care, even when you are trying to save money - simply because oral health has a huge impact on many aspects of your overall well-being. 


Nordics recyclable tubes: a life-saving innovation

You might have been buying toothpaste for years, but have you ever wondered where the plastic tubes end up when they’re empty? The collapsible toothpaste tubes were first made of metal, such as tin or lead, and later on, a combination of plastic and aluminum. This allowed flexible packaging, however not really being recyclable. Oral hygiene companies across the globe have taken initiatives in the last few years in order to address the sustainability issue by introducing sustainable and innovative packaging products.

 Why do more and more companies quit using plastics? Plastics are produced by oil or petroleum, which are finite sources that could possibly be depleted in the next 50 years. In addition to that, manufacturing plastics releases chemicals, which are extremely harmful to the environment. Despite the advantages plastic packaging offered until now, it is time to eliminate all materials which endanger the natural sources of our planet and the air quality and atmosphere. Considering the volume of plastic which ends up polluting our oceans and ecosystem, and the fact that it can end up inside our system through what we consume, makes it so much more concerning and we must implement immediate measures on a global scale.

The Rise of Bioplastics

Bioplastic was introduced as a potential alternative material, made from biological material instead of petroleum. A material is considered bioplastic if it meets at least one of two criteria:

  • It is manufactured by renewable plant-based resources
  • It is biodegradable, meaning it has the capacity to be decomposed into water and carbon dioxide by microorganisms.

Due to the plant-based sources used for bioplastic production, the carbon dioxide emissions are very low, so the integration of this type of material is highly recommended by environmentalists and climate organizations.


The first bioplastic, known as polyhydroxybutyrate (PHB) was discovered almost 100 years ago by a French researcher. However, people used exclusively petroleum for its price and abundance until the 1970s, when the petroleum crisis led them to use alternative materials and take a closer look at the bioplastic discovery.

 How is it produced? There are two ways to manufacture it. The first one refers to extracting sugar from sugarcane or plants like corn and converting it into polylactic acids (PLAs). The second way refers to processing microorganisms, resulting in polyhydroxyalkanoates (PHAs). The PLAs are more used in food packaging while the PHAs can be found in medical equipment and surgical tools. Between the two types, the PLAs require less capital to manufacture, actually making them the least expensive bioplastic product. Hence, manufacturers took an interest and put it to use for utensil production, food packaging, and more.


Nordics Mission

Our mission has always been focused on two key areas: sustainability and premium quality. We aim to inspire change by setting an example with our ethical standards through the ingredients and the manufacturing of our oral care products. Apart from choosing certified, cruelty-free, and vegan first materials for our organic dental care products, Nordics has revolutionized toothpaste packaging. True to our mission, Nordics has introduced a recyclable tube, made of Sugarcane-based Polyethylene (PE). Equipped with the same properties as its non-recyclable counterpart, a sugarcane tube presents the following benefits:


  1. It is made by the residue of sugarcane, which is used to produce ethanol
  2. It is a renewable source, meaning that it does not endanger the finite sources of energy of our planet
  3. It is recyclable, so it can be reused for the same or other products, not like the typical toothpaste tubes which end up on landfills
  4. The carbon footprint emission is considerably low, as the sugarcane metabolizes more carbon dioxide to grow than most plants and it regenerates by itself.


One of the biggest challenges oral care companies had to face was to source collapsible tubes which could be recycled. Up until now, the regular plastic tubes had an inner lining of aluminum, crucial for the structure, which made it impossible to recycle. However, the global consumer interest in sustainable packaging and the introduction of bioplastics have allowed more companies to discontinue the harmful plastic tubes.


 The big companies in the oral health sector have recently announced the shift to recyclable packaging in order to tackle climate change and adopt sustainable techniques. We at Nordics are proud to represent the much-needed movement towards green energy and plant-based renewable sources.

 While the top oral hygiene brands now introduce new recyclable toothpaste tubes and transform their branding and positioning, the driving forces behind our purpose have remained the same since day one. Nordics products will always be equivalent to innovation, sustainability, top oral health and the utmost respect for our Mother Nature.


The Post Pandemic Future of Retail

Retailers are doing their best to adapt to the changes of a pandemic. However, there is no clear answer as to what will happen in the future. Will we be able to shop at stores? Will people want to go out and buy things if they have very little time left on Earth? What do consumers want?

Consumers still want to touch and see products before making a purchase decision. They also like the idea of getting personalized customer service in person as well as having access to more than just an eCommerce site's offerings. The future of retail might not necessarily have physical storefronts – but it does mean that retailers need to adapt and change with consumer demand or they may find themselves in dire straits sooner rather than later.

Online shopping has changed forever

Over the past few decades, online shopping has grown from a non-existent industry to one worth billion. Buying online has become a common practice for millions of people around the world. Recently, the number of people buying goods and services online has increased more than ever before. Personal care & cosmetics products saw an increase in online orders, especially in countries like Switzerland and Germany. 

63 % of shopping occasions begin online. To keep up with the changes, brands need to offer an online + offline shopping experience. This means that regardless of where customers ultimately make the purchase, their customer journey begins online. In most cases, this is on Google or Amazon, where they do their research. This is also why it's critical for brands to have a strong online presence. By improving the customer experience from the very first step, companies have a higher chance of getting customers to buy from their store. 

Digitalization for in-store shopping experiences

The pandemic has accelerated existing trends in the shopping behavior of European consumers. This is particularly evident in the shift from offline to online: 50 percent of European city dwellers now shop less in bricks-and-mortar retail than before the onset of the crisis. The clear beneficiary is online retail, which posted double-digit growth in the second quarter of 2020. 

But brick-and-mortar retailers can also do a lot to bring customers back into stores and give them a pleasant and, above all, secure shopping experience. Even before the onset of the crisis, European customers valued technology in physical stores. One of the most important innovations to improve the customer experience is automatic checkout, which 34 percent of European consumers approve of. In second place among the popular store, technologies is the sending of personalized offers to the customer's smartphone as soon as they enter the store.

Digital labels will also become increasingly essential. People want to shop as contactless as possible. Businesses are moving towards using QR codes or tags to quickly add items to people’s carts. 

Showrooms & smaller retail outlets 

For brands, it is now more important than ever to stand out and convince with their digital storytelling: In virtual showrooms, brands can provide the infrastructure for 360-degree images and videos, shop-the-look features, and collection boards where brands can showcase their best sellers, for example. Smaller outlets are also a way to show customers that they can shop safely. These tools set them apart from the competition.

The best price wins – price competition increased

The reason for the financial losses is most likely to be that working hours have been reduced for those affected. This, together with time off, unpaid leave, or even termination, affects 46 % of people for whom the economic situation has deteriorated in the short term. In relation to the population as a whole, only 22 % report shorter working hours, time off, and dismissal.

As many people have less money, they will most likely lookup for the best deal – this results in price competition for many products, and forces brands to act.


In order to keep up with the rapid changes in retail, brands should focus on the following:

  • Offer a great online shopping experience, even if the purchase happens offline
  • In-store shopping experiences need to be digitalized in order to need customers' needs for contactless shopping
  • Digital showrooms and smaller outlets are preferred over big retail spaces
  • Customers will compare pricing online before they buy