Innovation supply
Ingredient Landscape
Claims are only as defensible as the actives behind them. This view traces every benefit territory back to the ingredient families that substantiate it, exposes which hero technologies brands are naming on-pack, and flags where a claim is running ahead of its evidence.
Ingredient families
10
Active platforms in play
Named hero techs
14
Distinct branded technologies
Avg. families / SKU
1.8
Formulation complexity
Evidence gaps
169
24% with no classified active
Ingredient family × benefit territory
How often each active platform is used to support each claim
Ingredient families by volume
Share of propositions using each platform
Named hero technologies
Branded actives called out on-pack
Claim substantiation
Is each territory backed by a classified active?
Led by Fluoride Protection (162)
Led by Fluoride Protection (227)
Led by Fluoride Protection (114)
Led by Botanical / Natural (108)
Led by Fluoride Protection (109)
Led by Fluoride Protection (86)
Led by Botanical / Natural (94)
Led by Sensitivity Actives (68)
Led by Fluoride Protection (71)
Led by Fluoride Protection (62)
Led by Fluoride Protection (47)
Led by Fluoride Protection (32)
Led by Fluoride Protection (25)
Led by Fluoride Protection (27)
Full INCI coverage
Depth of formulation evidence captured per market