The elderly as a market--challenges to evidence.

OBJECTIVE: To review the role of the oral care industry in the oral health of elders and opportunities for partnership with other key stakeholders. BACKGROUND: The elder population is growing at a faster rate than any other segment of the population. This is coupled with a greater probability of maintaining the dentition into later life and an increase in complex restorative work. If an elder's situation changes, they are highly vulnerable to a rapid onset of oral disease that can be devastating and extremely difficult to address. MATERIALS AND METHODS: This manuscript reviews the role of the oral care industry in understanding this population as a market and the different approaches that might be used in promoting health. RESULTS: Two key market segments were identified, the vulnerable elders with high levels of chronic oral disease, systemic complications, medications and often inability to maintain good standards of oral hygiene and a wealthier, health and beauty conscious group with a keen interest in maintaining a healthy, aesthetically pleasing and functional dentition throughout their lives. CONCLUSIONS: It is likely that within current healthcare models, the oral care of elders will be unsustainable, with a smaller working population funding ever-increasing health care needs. 'Home care' combined with effective professional preventive and effective therapeutic options are essential. Partnerships between the oral care industry and oral care providers, to deliver education and engagement of care workers, medical practitioners, pharmacists and social services, are essential over the next few decades.