Oral care is turning into a supplement category

Oliver Allmoslechner, co-founder of the sourcing platform Wonnda, makes the case that oral care has stopped being a price-and-habit purchase and started running on the logic that rebuilt skincare: oral probiotics, gum health as a longevity marker, supplement habits and supplement margins.

• He puts functional gum at $2.2bn today and $3.8bn by 2030, a compound growth rate of 9.7%.
• The barrier is manufacturing, not marketing. Compressed gum, lozenges and fast-liquefying chewables need pharma-grade multilayer tooling, taste masking and moisture-sensitive actives, and he counts only a handful of European contract manufacturers able to run it, Fertin Pharma among them, which is also a listed supplier on his own platform. Product can still be the moat in this category.
• The demand signals he quotes: bad breath drives around a quarter of online oral care conversation, 63% of Germans say stained teeth affect their daily life, and one in five people deal with dry mouth.

This is the item above seen from the supply side, and Allmoslechner draws the same line himself. He points to dry mouth and altered taste among GLP-1 users as a need with no consumer product built for it, which would make a single chew both oral care and a treatment companion, with two reasons to repurchase. Treat his market sizing as direction rather than forecast, since his platform has an interest in the category. The structural point holds either way: where capacity is the bottleneck, the winner is whoever books the line first. (Oliver Allmoslechner on LinkedIn)