The elderly as a market--challenges to evidence

Area of Science:

• Geriatric oral health
• Public health initiatives
• Healthcare industry partnerships

Background:

• The aging population is rapidly expanding, with elders increasingly retaining their natural teeth.
• Changes in an elder's health status can lead to rapid and severe oral disease progression.
• Maintaining oral health in elders is crucial due to links with systemic health and quality of life.

Purpose of the Study:

• To examine the oral care industry's role in elder oral health.
• To identify opportunities for collaboration with stakeholders to improve senior oral care.
• To explore market segmentation within the elder population for targeted oral health strategies.

Main Methods:

• Literature review of the oral care industry's engagement with the elder market.
• Analysis of approaches to promoting oral health among seniors.
• Identification of key consumer segments within the elder population.

Main Results:

• Two distinct elder market segments identified: vulnerable individuals with high oral disease burden and health-conscious elders focused on aesthetics and function.
• Vulnerable elders often have chronic conditions, take multiple medications, and struggle with oral hygiene.
• Healthier elders prioritize maintaining a healthy, attractive, and functional dentition.

Conclusions:

• Current healthcare models may not be sustainable for elder oral care due to demographic and economic pressures.
• Integrated 'home care' alongside professional preventive and therapeutic interventions is essential.
• Strategic partnerships between the oral care industry, healthcare providers, and social services are vital for future elder oral health.