The orthodontic market, once centered on teenagers, is expanding across all age groups.
As clear aligners have advanced and more middle-aged adults focus on appearance, the share of adult orthodontic patients continues to rise.
According to global market research firm Straits Research, the worldwide orthodontics market is expected to be valued at about $9.37 billion in 2026 and is projected to grow at a compound annual rate of 14.02% through 2034.
While the number of people wearing orthodontic appliances is increasing, the rate of proper hygiene care with dedicated cleaners remains low. In a consumer survey of orthodontic appliance users, 63% of respondents said they knew about orthodontic cleaners, but only 33% said they currently use one.
Because orthodontic appliances are worn in the mouth for long periods, food residue, deposits and bacteria can easily build up. In fact, a human-use test found oral microorganisms, including fungi, in 66.7% of orthodontic appliance users. That makes daily hygiene especially important, but improper cleaning methods can scratch, damage or deform the appliance. In particular, brushing it with toothpaste just like natural teeth can scratch the surface and encourage bacterial growth, so care is needed.
In response, Polident, Haleon's denture-cleaning brand, has launched a new dedicated cleaner for orthodontic appliance users, 'Polident 5-Minute Quick Power Clean.' Developed as a cleaning solution tailored to orthodontic appliances, it is designed to effectively care for surfaces and gaps that are difficult to clean physically. The company said it was created to clean appliance surfaces and crevices without causing damage, while the simple soak-clean method improves convenience. By applying 'Active Power Bubble' technology, which can reach even small gaps, the product removes 99.9% of bacteria, including odor-causing and stomatitis-causing bacteria, as well as fungi such as Candida albicans. At the same time, the fine bubbles remove stubborn stains, bacterial plaque and various foreign substances from the appliance.
Once a day, users can simply add one tablet of 'Polident 5-Minute Quick Power Clean' to 150 ml of lukewarm water, soak the orthodontic appliance for five minutes, and then rinse it lightly under running water with a brush for easy cleaning without worrying about surface damage.
A Polident representative said, "As more people use orthodontic appliances, interest in cleaning them is also growing, but many consumers still care for their appliances in the wrong way, such as rinsing them only with water or cleaning them with regular toothpaste." The representative added, "'Polident 5-Minute Quick Power Clean' is a dedicated cleaner that helps users maintain orthodontic appliances more hygienically and conveniently, and we expect it to contribute to spreading a proper appliance-care culture."
Kim So-hyeong, compact@sportschosun.com
