“Ensuring Oral Health Throughout Life”—a policy proposed by the Japanese government in the “Basic Policy on Economic and Fiscal Management and Reform 2022” ( Honefuta no Hoshin 2022). Its core initiative, the institutionalization of “Universal Dental Checkups,” is bringing significant changes to the oral care market. Increased opportunities for dental checkups are expected to raise awareness of previously unnoticed gum conditions and drive consumer willingness to invest in daily oral care. In light of this shift, we would like to introduce “Lauresh,” a plant-derived ingredient capable of offering new value focused on “gum health.”
New Consumer Needs Generated by Checkups
As dental checkups become established across all age groups, working adults in their 30s to 50s and women—who previously rarely visited dental clinics—will have regular opportunities to assess their oral health. Consumers alerted during checkups are expected to develop a need not only for treatment, but also for maintaining strong, healthy gums through daily routines.
Market trends support this movement. According to forecasts by Fuji Keizai, Japan’s domestic oral care market is expected to expand to approximately 440 billion yen by 2030. Growth is particularly notable in Food with Function Claims (FFC) and oral care supplements. A higher frequency of checkups creates a structural shift toward expanding demand for preventative functional foods.
The Only Plant-Derived Ingredient Capable of Targeting Gum Health
Lauresh (Laurel Leaf Extract) holds a proven track record of being accepted as a Food with Function Claim (FFC) with the functionality to “maintain strong and healthy gums in healthy women.” It is the only (*) plant-derived ingredient in Japan permitted to display “gum health” claims, positioning it uniquely in the post-checkup self-care market.
*Based on in-house research of FFC notification database as of July 2026 (among plant-derived ingredients).
Our research suggests that active compounds in Lauresh, such as deacetyllaurenobiolide, contribute to improving the oral environment. Beyond acting merely as an antibacterial agent, its key strength lies in leveraging the refreshing flavor characteristic of laurel leaves, making daily oral care both enjoyable and convenient. As such, it is highly suitable for formulations that remain in the mouth longer—such as chewable tablets and gums—offering broad appeal for product development in food manufacturing.
Easier Oral Care with Lauresh!
The implementation of Universal Dental Checkups is giving rise to a new market demand for gum care. Increased checkup opportunities enhance consumer awareness of prevention and expand interest in functional foods. Lauresh is an ingredient that precisely meets the needs of this evolving market. As the post-checkup self-care market continues to grow, we invite you to consider Lauresh for your product developments.