Oral care is having a rethink - and the lines between healthcare, beauty and retail are becoming increasingly blurred.

Our CEO, Fiona Wylie, is featured in The Grocer’s latest category report, How oral care brands are the new dentists, sharing her perspective on how changing consumer behaviour is reshaping the category.

Fiona Wylie highlights Boots UK as a standout example. Its pharmacy heritage enables it to position oral care as both a beauty purchase and preventative healthcare - giving the retailer what Fiona Wylie describes as “twice the firepower”.

She also explores the growing influence of social discovery on what ultimately earns space on the shelf. Younger oral care brands are increasingly reaching consumers through TikTok, Instagram and influencers, with retailers responding to what shoppers are already searching for online.

It’s a shift that speaks directly to our work at Brand Champions across healthcare and consumer health. Credibility and efficacy remain fundamental, but brands also need to understand how people discover, evaluate and choose products - and how those behaviours are evolving.

A big thank you to The Grocer and Sunneva Moore for the opportunity to contribute, and great to see Fiona Wylie featured alongside perspectives from Haleon, PÄRLA, ORDO, Mighty, PRS IN VIVO and others across the category.

The full article is behind The Grocer paywall, but we have a PDF copy available. If you’d like to read it, email hannah@thebrandchampions.com for a copy.