Urban stress and high-protein diets linked to rising halitosis risks

Urban lifestyles, characterized by high stress levels and high-protein diets, are significant contributors to halitosis (bad breath) and dental sensitivity. Stress can reduce saliva production, leading to dry mouth, while the breakdown of amino acids from protein consumption facilitates the production of Volatile Sulfur Compounds (VSCs) by oral bacteria.

Data from the Indonesian Ministry of Health indicates that 28.6% of the population suffers from halitosis. Additionally, a study by the University of Indonesia's Faculty of Dentistry and IQVIA found that 62% of respondents experience high dental sensitivity, with 86% of those sufferers feeling anxious about eating in social settings.

These health concerns are driving a shift in the oral care market toward 'skinification,' where consumers seek advanced products incorporating skincare-like active ingredients. The global halitosis market is projected to grow from USD 14.41 billion in 2025 to USD 26.36 billion by 2031.