Herbal Toothpaste Market Size, Share & Industry Analysis, By Form (Creams, Foams, and Others), By End-User (Adults and Children), By Distribution Channel (Hypermarket/Supermarket, Convenience Stores, E-commerce/Online, and Others), and Regional Forecast, 2025-2032

The global herbal toothpaste market size was valued at USD 2.42 billion in 2024. The market is projected to grow from USD 2.48 billion in 2025 to USD 3.28 billion by 2032, exhibiting a CAGR of 4.03% during the forecast period. Asia Pacific dominated the herbal toothpaste market with a market share of 36.78% in 2024.

Herbal toothpaste refers to toothpaste formulated with natural ingredients consisting of essential oils and herbs. It aims to provide oral health benefits without using artificial additives or chemicals. It contains ingredients such as aloevera, ginger, chamomile, clove, eucalyptus oil, toothbrush tree, myrrh, and various essential oils, which help eliminate bacteria and keep the mouth fresh & healthy.

• Asia Pacific witnessed herbal toothpaste market growth from USD 873.27 Million in 2023 to USD 896.75 Million in 2024.

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Global Herbal Toothpaste Market Snapshot & Highlights

Market Size & Forecast:

• 2024 Market Size: USD 2.42 billion
• 2025 Market Size: USD 2.48 billion
• 2032 Forecast Market Size: USD 3.28 billion
• CAGR: 4.03% from 2025–2032

Market Share:

• Asia Pacific dominated the herbal toothpaste market with a 36.78% share in 2024, driven by rising health consciousness, disposable incomes, and government promotional campaigns on oral hygiene.
• By form, the cream segment holds the largest market share due to its smoother texture and consumer preference, while the foams segment is expected to register the highest CAGR during the forecast period.

Key Country Highlights:

• North America: Growth fueled by increasing health consciousness, rising cases of oral diseases, and growing preference for natural and chemical-free toothpaste alternatives.
• Europe: Consumer shift towards environmentally friendly and chemical-free products drives demand for herbal toothpaste as a safer substitute for synthetic options.
• Asia Pacific: Dominates the market due to rising health awareness, urbanization, disposable incomes, and promotional efforts by governments and NGOs.
• South America & Middle East & Africa: Market expansion supported by increased availability of herbal toothpaste products and social media advertising campaigns boosting consumer awareness.

HERBAL TOOTHPASTE MARKET TRENDS

Surging Social Media Advertisement to Favor Market Expansion

Increasing social media advertisement by manufacturers such as Colgate Palmolive Company, Himalaya Wellness Company, and Dabur India to increase product or brand awareness, which further boosts product demand. Social media marketing allows companies to target particular demography, track advertisement performance, build brand loyalty, and also improve consumer reach, which leads to higher conversion rates and enhances the sales of the company.     

MARKET DYNAMICS

Market Drivers

Growing Cases of Oral Health-Related Diseases Globally to Boost the Market Growth

Increasing cases of oral diseases such as gum diseases and dental caries, especially in developing countries, increases the demand for herbal toothpaste products. According to the World Health Organization (WHO) study in 2025, it is projected that oral diseases affect approximately 3.5 billion individuals worldwide annually. Furthermore, oral disease cases are rising owing to a variety of non-communicable diseases (NCDs), and also due to factors such as tobacco use, high sugar consumption, poor hygiene, and high alcohol consumption amongst both men and women. In addition, oral disease causes pain, disfigurement, discomfort, and even death, affecting individual well-being and quality of life. Thus, the growing cases of oral diseases and the surge in tobacco & alcohol consumption fuels the global market growth.

MARKET RESTRAINTS

Increase in Availability of Substitute Products to Restrain the Market Growth

The growing availability of substitute products such as fluoride toothpaste, whitening toothpaste, and smoker’s toothpaste products globally negatively affects the product demand. Herbal toothpaste manufacturers invest more in advertising and marketing costs, given the increasing competition from market players operating across substitute product categories. In addition, the presence of high substitute products in the global toothpaste market increases competition as manufacturers strive to offer products at competitive prices to target a large consumer base. Furthermore, these substitute products are readily available in both offline and online sales channels, restricting the market growth.

MARKET OPPORTUNITIES

Surging Consumer Awareness Regarding Benefits of Herbal Options to Favor Market Expansion

Increasing consumer awareness towards the benefits of using herbal products worldwide drives global market growth. The rising consumer inclination towards safe and more eco-friendly herbal ingredients such as mint, neem, and aloe vera encourages manufacturers to produce herbal toothpaste worldwide. Furthermore, growing concerns related to the side effect of fluoride and other harmful chemical in conventional toothpastes encourage consumers to seek out herbal options. Increasing literacy rates and rapidly expanding social media platforms make consumers more aware of the potential benefits of herbal products, fueling the herbal toothpaste market growth.      

SEGMENTATION ANALYSIS

By Form

Cream Segment Dominates Owing to Increasing Consumer Demand for Smoother and Soft Texture in Toothpastes

Based on form, the market is segmented into creams, foams, and others.

The cream segment holds the largest global herbal toothpaste market share owing to its smoother texture and more appealing appearance, which enhances the overall consumer experience. Furthermore, this toothpaste provides a softer and more comfortable brushing experience to the user, accelerating product sales.

The foams segment is forecast to record the highest CAGR during the forecast period. Increasing demand for effective mouth-cleaning experiences and the growing awareness of oral disease and oral care products, especially in developing countries, boosts the segment growth.

By End-User

Adults Segment Dominates the Market Owing to the Increase in Oral Health Disease

Based on end-users, the market is segmented into adults and children.

The adult segment holds the largest market share owing to increasing oral health issues and the development of specialized toothpaste formulation, particularly for specific needs such as whitening, gum health, and sensitivity. Increasing cases of oral diseases among adults further boosts the product demand.

The children segment is expected to grow at a CAGR of 5.08% over the forecast period. The increase in consumer awareness towards health risks associated with artificial ingredients in toothpaste, along with that surge in consumer preference for safer, natural, and eco-friendly toothpaste, fuels the market growth.

By Distribution Channel

Hypermarket/Supermarket Dominates the Market Due to the Wide Availability of Promotions and Discounts

On the basis of distribution channels, the market is segmented into hypermarkets/supermarkets, convenience stores, e-commerce/online, and others.

The hypermarket/supermarket segment hold a majority global herbal toothpaste market share due to wide availability of variety of goods, such as electronics, clothing, cosmetics, toothpaste, and other items under one roof. It also offers discounts and runs promotions to attract a large number of consumers and encourage sales.

The e-commerce/online market segment is expected to grow at the highest CAGR during the forecast period. The growing adoption of mobile internet and smartphone makes digital shopping more accessible and convenient across countries. Furthermore, consumers can shop online 24/7, anywhere with an internet connection, eliminating the need to visit physical stores for shopping.

HERBAL TOOTHPASTE MARKET REGIONAL OUTLOOK

Based on region, the global market is segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

North America

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North America region is projected to grow with a considerable CAGR during the forecast period. Consumers in the region are becoming more health conscious and searching for natural or chemical-free alternatives to traditional products, including toothpaste. The trend of organic products, holistic living, and natural remedies is exponentially growing, which further boosts product demand in the region.

Increasing cases of oral diseases in the U.S. amongst both adults and children encourages consumers to adopt chemical-free toothpaste, fueling the market growth. According to the American Cancer Society, Inc., it is estimated that about 59,660 new cases of oropharyngeal cancer or oral cavity will be reported by 2025 in the U.S.

Europe

Surging consumer awareness regarding the potential risks related to synthetic ingredients in conventional toothpastes, such as artificial colorants, preservatives, and flavors, encourages consumers to shift towards herbal toothpaste. Furthermore, European consumers are actively looking for environmentally friendly and natural products, increasing the demand for herbal toothpaste as a safer substitute for chemical-based options.

Asia Pacific

Asia Pacific region dominates the global market. The increase in the number of health-conscious consumers, along with that surge in disposable income, growing urbanization, and rise in spending on herbal and organic products, drives the product demand in the region. Furthermore, the rising promotional campaigns by governments and Non-Governmental Organizations (NGOs) to enhance awareness regarding oral hygiene and the benefits of using herbal toothpaste boosts market growth.

South America and Middle East & Africa

The market in the rest of the world region has observed substantial product demand in the last couple of years owing to the rise in availability of a wide range of herbal toothpaste in both online and offline sales channels. Furthermore, the increase in social media advertisement by manufacturers such as Dabur, Unilever, and Himalaya Wellness Company enhances consumer awareness regarding herbal personal care products, boosting market growth.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Market Players Focusing On Geographic Growth to Strengthen Their Presence

Surging competition among prominent players such as Colgate Palmolive Company, Himalaya Wellness Company, Dabur India, and Unilever has encouraged them to leverage their strong brand loyalty and presence to stay competitive. The key players in the global herbal toothpaste market size focus on increasing their product reach and launching new product offerings across regions to remain competitive in domestic and international markets.

LIST OF KEY HERBAL TOOTHPASTE COMPANIES PROFILED

• Colgate-Palmolive Company (U.S.)
• Himalaya Wellness Company (India)
• Dabur (India)
• Unilever (U.K.)
• Patanjali Ayurved Limited (India)
• Orchid Lifesciences (India)
• Haleon Group of Companies (Sensodyne) (U.K.)
• Amway Corp (U.S.)
• Edinora (India)
• HCP Wellness Private Limited (India)

KEY INDUSTRY DEVELOPMENTS

• December 2024: Dabur, an India-based manufacturer of oral care, hair care, skincare, and other products, has announced the launch of Dabur Herbal Kids Toothpaste. This product is available in strawberry flavors with characters like Elsa from Frozen for girls and Iron Man for boys.
• July 2024 – Dabur, an Indian-based manufacturer, announced the addition of two lakh new sales outlets in India. The expansion in new outlets will help the company increase its footprint and enhance its customer base.
• March 2023: Dabur, an India-based manufacturer, launched its first digital advertisement for herbal charcoal toothpaste in India. The digital advertisement helps the company improve its consumer reach and enhance consumer awareness related to the herbal charcoal toothpaste product.

REPORT COVERAGE

The report provides a detailed market analysis and focuses on key aspects, such as competition landscape, companies’ market share, market dynamics, regional analysis, form, end-user, and distribution channel. Besides this, it offers insights into various global herbal toothpaste market trends and highlights key industry developments. In addition to the above-mentioned factors, the global herbal toothpaste industry report encompasses several other factors that have contributed to the growth of the market in recent years.

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Report Scope & Segmentation