Dental Asia: Billions affected, billions at stake: Can oral health innovation close the gap?

Global challenges, local opportunities

Oral health remains one of the most pressing health challenges worldwide. According to Jayant Singh, global head of oral health at Haleon, oral diseases now affect 3.7 billion people¹ – nearly half of the world’s population. “This figure has grown by one billion over the last 30 years, driven by shifting diets, longer lifespans, and a more proactive approach to personal health,” he explained.

Singh noted that addressing these challenges requires collective effort. “We support WHO’s vision that there is no health without oral health, and recognise no single organisation can tackle this alone. As evidence grows around connections between oral health and systemic conditions like diabetes, collaboration across sectors is essential.”

Keith Choy, president of Asia Pacific at Haleon, highlighted how these global dynamics are mirrored in the region. “Markets like China, India, and Southeast Asia present significant opportunities. Consumers increasingly seek solutions that prevent oral health issues rather than simply treat them, and the benefits of prevention are profound,” he said. He cited Economist Impact's Health Inclusivity Index, supported by Haleon, showing that preventing gum disease over a ten-year period save up to USD 181.6 billion in diabetes-related healthcare costs, including USD 294.4 million in Vietnam alone.

Shifts in consumer demand

The pandemic has sharpened the focus on proactive health management, including oral care. Singh observed: “Consumers now want specialist products that not only provide basic benefits but also treat existing conditions and prevent future ones. With 90% of our oral health revenue coming from therapeutic solutions, Haleon is well positioned to respond to this demand.”

He pointed to recent innovations such as the Sensodyne Clinical range, which delivers faster and stronger relief for sensitive teeth, and new formulations adapted for local markets such as China. “With a growing middle class across our key markets, we see rising demand for solutions that are effective, accessible, and tailored,” he said.

Understanding consumer behaviour

With Haleon’s oral health brands reaching more than 800 million people globally, Singh stressed the importance of understanding consumer behaviour. “The gap between condition awareness and treatment is striking. Only one in three sensitivity sufferers use a sensitivity toothpaste, while over half of adults experience gum problems but most don’t use targeted solutions,” he said.

Choy added that behaviours vary widely across Asia Pacific. “In India, consumers prefer rich foams and refreshing flavours. In China, gum issues are common, partly linked to a preference for strong-tasting food. In Southeast Asia, many don’t recognise sensitivity symptoms, while in Japan there’s growing demand for whitening products that don’t trigger sensitivity. Our insights guide both innovation and education strategies ensuring our solutions resonate locally."

The role of health literacy

Both leaders agreed that improving health literacy is central to closing gaps in oral care. Singh referred to the Economist Impact Health Inclusivity Index, which found that raising health literacy by just 25% among underserved populations could save USD 303 billion annually across 40 countries.

“Dental professionals are one of the most trusted sources of advice,” he said. “We work closely with them Daily routines, lasting impact – regular brushing and preventive care are key to improving oral health outcomes worldwide through platforms like our Health Partner Portal, which reaches more than 600,000 professionals globally. We also collaborate with the World Dental Federation and support initiatives such as World Oral Health Day to raise awareness.”

Culturally sensitive solutions

Haleon’s approach in Asia Pacific blends scientific rigour with cultural sensitivity. Choy gave the example of tooth loss, which affects over 52 million people in Southeast Asia. “It’s not just a health issue – it creates stigma and affects self-esteem. In the Philippines, 80% of employers say missing teeth negatively affects job candidates. That social impact is profound,” he said.

To address this, Haleon launched the Smiles Can’t Wait campaign with Polident in 2023, beginning in Thailand and expanding to the Philippines and Indonesia. The campaign aimed to normalise denture use as selfcare while distributing thousands of dentures and reaching over 100,000 people through education and outreach. “By tailoring programmes to cultural realities, we help reduce stigma and empower people to act,” Choy added.

Looking ahead

Both Singh and Choy emphasised Haleon’s long-term ambition to improve global oral health. Singh concluded: “We remain focused on meaningful innovation, deep collaboration, and raising health literacy. With the right partnerships and continued investment in science, we aim to reach one billion more consumers by 2030 and make a real difference to oral health outcomes worldwide.”