Mouthwash is a liquid oral product designed to freshen breath. Certain varieties may also kill bacteria and whiten teeth.

 
In the long run, product innovation will be the main factor supporting the category s development. Premium oral care products with advanced technology are seeing growing popularity as consumers have been more serious about their oral care and are looking for more effective products. Consequently, unit prices are likely to rise correspondingly. Instead of competing on price, these products will compete on benefits, forcing consumers to decide which products will allow them to get the best value for money.