First Take: Oral Care
A major trend driving the oral care category is solutions that allow pet owners to tackle caring for their pets’ teeth and gums by using uncomplicated, self-explanatory products that don’t stress out pets or pet parents. From there, pet owners count on oral care products to execute. These solutions have to make a noticeable difference in improving the health of pets’ teeth, gums and breath without creating residual issues.
“The biggest trend in pet oral care right now is the shift toward daily, at-home preventive routines driven by cleaner ingredients and easier delivery formats [such as] finger wipes,” said Pure and Natural Pet President Brian Taus. “Pet parents want solutions that feel safe, natural, and simple to use—products that genuinely reduce plaque without the struggle. The brands that win will be those who deliver efficacy with convenience, backed by transparent, natural, functional ingredients.”
“The ‘biotics’ phenomenon is sweeping through the industry, and forward-thinking companies are taking notice,” said Lindsey Campbell, Co-Founder and CCO of Primal Health, home of the TEEF brand. “Just a few years ago, when TEEF debuted in early 2020, the term ‘microbiome’ was largely unknown and its significance underestimated. Now, the profound connection between the microbiome—from mouth to gut—and virtually every aspect of animal health is widely recognized. We’re actively engaging with multiple companies eager to incorporate our pre-and post-biotic dental technology into their offerings. We anticipate these types of collaborations will become foundational and increase in popularity in the future.”
Pure and Natural Pet is immersing itself into drilling the message into retail partners and well-intentioned pet parents of consistency. While humans can get away with visiting a dentist twice per year, for pets, persistence is key. To keep mouths healthy and to ward off larger health problems connected to poor oral health, pet owners have to regularly look after their pets’ teeth and gums long before painful and heart-wrenching health problems arise. “Our top strategic priority for 2026 is strengthening education with retailers and consumers—helping them understand how consistent oral care impacts long-term wellness,” Taus said. “We’re focusing on distribution growth in key brick-and-mortar channels and reinforcing our leadership in natural and USA Certified Organic categories.”
TEEF is keeping its plans for this year close to the vest. The company’s top area of focus for the year is on “R&D and innovation,” Campbell said. “We’re exploring different and tastier delivery modalities to accommodate the tedious task of daily dental care for pet parents.”
Pure and Natural Pet’s efforts to inform and enlighten pet owners about the gravity of keeping tabs on pets’ teeth and gums have led to a growing number of pet owners realizing they have a trusted, credible ally in their corner. “I’m most optimistic about the growing awareness around the importance of oral care as part of a dog’s overall health regimen,” Taus said. “More pet parents now understand that dental issues can lead to larger wellness concerns, and they’re actively searching for clean, credible solutions.”
During 2025, TEEF’s performance within oral care was stellar and gave the company confidence to continue pursuing microbiome-based technology. “TEEF delivered impressive year-over-year revenue growth surpassing 90 percent in 2025, a robust trajectory we anticipate will continue,” Campbell said. “Our venture into microbiome-based technology upon our launch in 2020 positioned us as early innovators. Now, the market demonstrates a clear and growing appreciation for the benefits of ‘biotics’ and the microbiome. Our strategic objective is to continue to expand the reach of our products, contributing to the health and vitality of pets worldwide.”
While evolving into a cornerstone that guides the oral care category, Oxyfresh Worldwide has never veered from its pursuit of being a proponent of pet healthcare. “Throughout the years, Oxyfresh has grown from a niche innovator to a trusted leader in pet oral care—recognized for both our science-backed innovation and the real results our products deliver,” President Melissa Gulbranson said late last year. “We’ve expanded our product line, continually refined our formulations, and invested deeply in pet parent education to spotlight the critical link between oral health and overall wellness. Today, we’re proud to partner not only with our trusted retailers, veterinarians, and groomers, but also directly with the pet parents who inspire everything we do. Our mission remains simple: to create products that support healthier, happier pets—because, honestly, our furry friends deserve nothing less!”
The means by which Oxyfresh Worldwide has separated itself from competitors and acquired pet owners’ confidence can be boiled down to: “We listened to pet parents!” Gulbranson said. “They want simple, convenient, and effective solutions to tackle dental care—even for the pickiest pets!” she elaborated. “No gimmicks, no fleeting trends—just transparency, science, and straightforward results. With decades of innovation behind us, we’ve set the standard for safe, effective pet dental care. It’s what we’re known for at Oxyfresh—and what we do best! Our proprietary Oxygene technology is at the heart of what makes Oxyfresh different—safely tackling plaque-causing bacteria and bad breath at the source. Add in formulas that are microbiome-friendly, safe for dogs and cats, and free from alcohol, dyes, and artificial flavors, and you’ve got a winning combination.”
“To stay relevant, companies must focus on education, simplicity, and trust,” Taus said. “Retailers want products that are not only effective but also easy to explain and sell. Consumers want Oral Care that fits into real life—no complicated routines or ingredients they can’t pronounce.”
“Increasing pet owner awareness about the vital importance of oral hygiene is catalyzing a surge in demand for quality pet dental products,” Campbell said of what it will take for companies to hold retailers and consumers’ attention. “This trend is evident in the growing consumer interest for specialized solutions like toothpastes, dental chews, and water additives. Crucially, as pet owners begin to fully appreciate the intrinsic link between excellent dental health and a pet’s overall vitality, the market will continue its upward trajectory. To thrive in this evolving landscape, retailers and pet product companies must focus intently on delivering quality, functional products that truly make a difference.”
Taus predicts the oral care category is going to bring to light an abundance of uncomplicated, straightforward products that pet owners will regularly use on their pets. These seemingly small, routine steps pet owners take to clean their pets’ gums and teeth are going to make a powerful impact on their pets’ health. “We’re going to see more targeted products addressing plaque, tartar, and breath using cleaner ingredients, along with new delivery methods that improve compliance,” Taus said. “The importance of ‘gum health’ is becoming impossible to ignore; having red, swollen gums with receding pockets or swollen edges is the first indication of potential serious issues. Take care of your pet’s gums and they will take care of your pet.”
Other players within the oral care category were productive throughout 2025. The accomplishments these manufacturers have achieved have affirmed their confident, hopeful outlook.
Primal Health’s brand TEEF, for example, experienced noteworthy growth in 2025 and unveiled a new product line that reflected pet owners’ growing demand for user-friendly methods to administer oral care solutions to their pets in the comfort of their home. “TEEF has seen a spike in growth with the strongest Q1 since we launched back in 2020,” Campbell previously shared. “In February, we launched a new product line, our lickable dental treat powders, a protein-based, tastier and more convenient way for pet parents to provide daily dental care for their pets. The demand for supplements continues to increase, with 85 percent of pet parents considering proper nutrition and supplements as important for their pets as they are for themselves.”
The success Oxyfresh Worldwide achieved in 2025 is driving the company’s momentum to continue serving pets into the new year. “We’ve had some amazing growth the last few years, even earning Inc 5000 Fastest Growing private companies three years in a row,” Gulbranson previously shared. “We are rapidly expanding with pet specialty as well as internationally. We are seeing overall consumer growth in the pet dental market has continued to grow with pet dental kits growing 29.84 percent the last 180 days and dog teeth cleaning toys growing at 19.13 percent, according to Amazon.”
2025 was an amazing year for Oxyfresh.
“As a leader in pet oral care, we’ve helped pet parents make dental health a daily priority through education, accessibility, and innovative solutions,” Gulbranson continued. “We’ve expanded into new retail and professional channels, refreshed our packaging for stronger shelf impact, and continued to lead with transparency and trust. And the best part? We’ve got exciting things coming in 2026, and we can’t wait to share them with our customers.”
At a time when most households are finding inventive ways to save money and stretch their dollars, TEEF is aware pet owners’ intentions to care for their pets’ health can often clash with monetary obligations. TEEF is resolved to find ways to keep its products within reach of the most frugal pet parents.
“We insist on not increasing our pricing to customers, regardless of market pressure,” Campbell said. “Families have so many expenses and have to prioritize what’s important. It’s important to us that we are not a monthly-ish expense that is out of reach. Taking care of the people and pets that you love shouldn’t have to be a hard choice.”
Today’s pet parents realize the seriousness of taking care of their pets’ oral health and hygiene. Their knowledge has spurred pet owners to take preventative measures, and manufacturers have been instrumental in equipping pet owners with straightforward products to use at home.
