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Oral Care Market Size, Share & Industry Analysis, By Product Type (Toothbrush, Toothpaste, Mouthwash, and Others), Application (Household and Commercial), Distribution Channel (Hypermarket/Supermarket, Convenience Stores, Online Sales Channel, and Others), and Regional Forecast, 2024-2032

Last Updated: April 29, 2024 | Format: PDF | Report ID: FBI103533



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The global oral care market size was valued at USD 32.61 billion in 2023 and is projected to grow from USD 33.63 billion in 2024 to USD 46.52 billion by 2032, exhibiting a CAGR of 4.14% during the forecast period.

The increasing prevalence of mouth cancer, tooth decay, and other periodontal diseases globally contributes to the consumer demand for oral care products, such as toothpaste, toothbrushes, and mouth rinses. Recently, several brands, such as Twice, Quip, and Candid, offer cost-effective oral hygiene products to increase product accessibility. For instance, in October 2020, Quip, an oral hygiene startup, introduced its complete range of cost-effective dental care items across the U.S. Walmart stores. Besides, the advent of electric toothbrushes, charcoal-based teeth cleaners, and dental whitening items is likely to accelerate market growth.

The huge migration of labors from urban to rural areas affects the manufacturing process of oral hygiene items. Additionally, manufacturers faced increased raw material costs and limited vendor packaging material supplies. The declined buying power of the global population due to employment or business losses amid the COVID-19 outbreak slowed down the demand for these items.

Oral Care Market Trends

Dental Spas to Add Impetus to Industry Growth

Recently, many dental professionals focus on offering aesthetic spa treatments and generic oral caries to cater to the additional personal care needs of the patients. This can reduce the patient’s dental-related anxiety triggers, such as visual triggers, auditory triggers, and olfactory triggers during the dental operation process, thereby driving the demand for related dental cosmetic items. Additionally, the various 4D-based video & image visuals at the dental spa clinics have added impetus to market growth in creating a luxury experience for the patients.

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Oral Care Market Growth Factors

Increasing Prevalence of Dental and Gum Related Diseases to Drive Product Demand

Currently, people mainly suffer from the most common dental diseases, such as bad breath, mouth cancer, tooth decay, and others. This has accelerated the consumer demand for oral care items. According to the American Cancer Society, Inc., in 2023, there were 54,540 new cases of oral cavity or oropharyngeal cancer and around 11,580 deaths from oral cavity or oropharyngeal cancer in the U.S.

Additionally, factors such as rising consumer awareness regarding health & hygiene and rising number of dental clinics & cosmetic stores along with the growing income of the populations are fueling the market growth.

Companies’ Focus on Product Innovations to Bode Well for Market Growth

Consumers mainly use advanced dental care items to cure & prevent dental and gum-related problems. Therefore, the companies' regular introduction of innovative dental & gum care staples will favor the market growth. For instance, in January 2020, Colgate-Palmolive Company introduced Colgate Plaqless Pro, an electric toothbrush that uses optic sensor technology to detect bio-film buildup in the mouth and remove it easily with a brush. Additionally, laser dentistry, 3D printing & AI, and digital impressions are widely used in commercial dental care instruments that can improve the effectiveness of dental operations and support the market’s growth.


Adverse Effects Due to Certain Ingredients Pose a Challenge to Market Growth

Certain additives, such as abrasive agents, humectants, and others in the toothpaste and mouthwash items to improve the taste & color of these items may lead to contact dermatitis, urticaria, rhinitis, angioedema, and other allergic reactions to the teeth & gum. This largely impacts the demand for such items. Additionally, intense competition from the major players in the market with their competitive pricing restrains the oral care market growth.

Oral Care Market Segmentation Analysis

By Product Type Analysis

Toothpaste Segment Dominated Due to Wide Availability of Toothpaste Flavors in Different Categories

 By product type, the market is segmented into toothpaste, toothbrush, mouthwash, and others.

Toothpaste segment led the market in 2023 due to the availability of several toothpaste flavors, such as mint, lime, strawberry, and others, along with its different categories, such as sensitivity control, mouth freshener, whitening, tooth decaying control, gum protection, and others, result in a significant share of the toothpaste segment. Additionally, the availability of toothpaste in paste, gel, liquid, spray, and capsule variations largely drives the segment growth.

However, the toothbrush segment witnessed significant growth due to the introduction of advanced teeth cleaning brush items by prominent companies that acted as a reason for consumers' attraction toward these products. For instance, in August 2020, Proctor & Gamble Co. introduced Oral-B iO, a rechargeable toothbrush product under its Oral-B brand in the U.S.

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By Application Analysis

Household Segment Continues to Dominate the Market Due to Rising Consumer Awareness Regarding Oral Care Products

By application, the market is divided into household and commercial.

The household segment holds the largest oral care market share. The growth is attributed to the significant household consumer spending on the various daily use of oral care staples. According to statistical data presented by the Dental Health Organization, as of January 2018, an average British adult spends USD 277.81 a year purchasing oral care products. Additionally, rising consumer awareness regarding mouth hygiene and their preferences toward body hygiene items has spiked the product demand in such a segment.

However, the commercial segment will grow considerably during 2024-2032 owing to the rising number of dental clinics and associated practitioners, which drive the demand for professional dental care products. According to the data presented by the Dental Board Government of Australia, there were 24,519 dental practitioners in the fourth quarter of 2019, up from 23,741 in the fourth quarter of 2018.

By Distribution Channel Analysis

Wide Range of Products with Scheme Provision Drives Hypermarket/Supermarket To Be Dominant Part of the Segment

By distribution, the market is classified into hypermarkets/supermarkets, convenience stores, online, and others.

The largest share of the hypermarkets/supermarkets segment is attributed to the easy availability and wide variety of daily-use items, such as toothpaste, toothbrush, liquid washers, and others in these stores. Additionally, frequent provision of the buy one get one free scheme and other kinds of offers on the selected items by these stores result in the consumer preference toward purchasing daily-use groceries from these stores.

However, the online segment is expected to witness exponential growth throughout the forecast period due to the rising consumer preference for grocery items from online e-commerce stores. According to the data published by The Food Industry Association, as of 2019, 1 in 5 U.S. consumers regularly shop for grocery items from online stores. Additionally, ease in the consumer behavior tracking process from these online stores influences retail merchants to sell oral care items through these stores.


Asia Pacific Oral Care Market Size, 2023 (USD Billion)

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Asia Pacific is the largest global market, valued at USD 11.89 billion in 2023. The aged population is more likely to suffer tooth loss, tooth decay, and gum problems. The market dominance of the Asia Pacific region is attributed to the large presence of the aged population in countries, such as China and Japan, which results in the large consumption of oral care products. According to the statistical data presented by the World Bank Group, in 2020, China will exhibit nearly 11.96% of the total population aged 65 or above compared to that of 11.47% in 2019.

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Additionally, higher people's preferences toward consuming herbal toothpaste products in the region further drive the market's growth. According to the report ‘Study on consumer satisfaction and preference for Colgate Swarna Vedshakti Toothpaste,’ published by the International Journal of Innovation in Engineering Research and Technology (IJIERT), in 2020, out of 104 Mumbai, India-based respondents, 78.8% preferred herbal toothpaste products.

The significant growth in North America and South America can be attributed to the rising consumer spending on oral healthcare products. According to the statistical data presented by the U.S. Centers for Medicare and Medicaid, in 2019, U.S. medical care spending grew by 6.7% to USD 799.4 billion. Additionally, the growing prevalence of oral-related diseases in countries, such as Canada and Mexico further drives the demand for such products. According to the statistics presented by the Global Cancer Observatory (GCO), in 2020, Mexico reported 1,500 new lip or oral cancer cases.

Europe has witnessed significant growth owing to a rise in demand for herbal or natural toothpaste among consumers. In addition, natural ingredients, such as mint and other herbs, freshen the breath and do not contain artificial flavorings and dyes. Furthermore, the rise in dental problems among the European population, especially among children and adults owing to poor eating habits, leads to several oral health issues, further increasing the demand for oral care products. According to the World Health Organization (WHO) report, launched in 2023, oral diseases are the most common worldwide, affecting around 466 million people in Europe. Thus, the rise in demand for herbal oral care products and growing oral diseases in the region will further boost the market growth.

List of Key Companies in Oral Care Market

Growing Key Players Focus on Product Innovations and Sustainable Packaging to Drive Market Growth

Companies constantly focus on developing technology-enabled oral care products to attract a wide consumer base. Additionally, they are keen to introduce newer product lines that cater to various consumer needs, such as oral virus infection prevention, teeth decaying, sensitivity & whitening control, and others. Besides this, growing companies’ initiatives toward developing products made up of eco-friendly packaging materials have effectively helped them reduce the carbon footprint of their business.



  • November 2021 – Colgate Palmolive has launched the 100% recycled plastic handle toothbrush. The launch will help reduce the carbon footprint by shifting toward renewable energy.

  • September 2021 – Unilever Plc. has introduced a new, updated version of Close Up toothpaste. New toothpaste variants will consist of components, such as purifying gel, antibacterial mouthwash, and ice-cool crystals.

  • May 2021 - Unilever Plc. has announced to convert the global toothpaste portfolio into recyclable tubes. Unilever brands such as Closeup, Signal, and Pepsodent will be converted into recyclable products.

  • April 2021 – Unilever Plc. partnered with the Liverpool School of Tropical Medicine to conduct additional studies on developing CPC technology-based mouthwashes. CPC technology-based mouthwashes are highly efficient in killing COVID-19 infection-related viruses.

  • January 2020 – Palladium Equity Partner, LLC acquired Accupac, Inc., a U.S. beauty and oral care product provider, such as skin cream, toothpaste, mouthwash, and others. This has given the Accupac Inc. company significant opportunities for its oral care business growth.


The market report provides a detailed analysis of the market and focuses on key aspects, such as competitive landscape, distribution channels, and leading product types & application areas. Besides this, the report offers insights into the various market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several other factors that have contributed to the growth of the market in recent years.

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Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 4.14% from 2024 to 2032


Value (USD Billion)
















By Product Type

  • Toothpaste

  • Toothbrush

  • Mouthwash

  • Others

By Application

  • Household

  • Commercial

By Distribution Channel

  • Hypermarket/Supermarket

  • Convenience Stores

  • Online Sales Channel

  • Others

  • North America (By Product Type, Application, Distribution Channel, and by Country)

    • The U.S. (By Product Type)

    • Canada (By Product Type)

    • Mexico (By Product Type)

  • Europe (By Product Type, Application, Distribution Channel, and by Country)

    • Germany (By Product Type)

    • France (By Product Type)

    • Italy (By Product Type)

    • Spain (By Product Type)

    • The U.K. (By Product Type)

    • Rest of Europe (By Product Type)

  • Asia Pacific (By Product Type, Application, Distribution Channel, and by Country)

    • China (By Product Type)

    • India (By Product Type)

    • Japan (By Product Type)

    • South Korea (By Product Type)

    • Australia (By Product Type)

    • Rest of Asia Pacific (By Product Type)

  • South America (By Product Type, Application, Distribution Channel, and by Country)

    • Brazil (By Product Type)

    • Argentina (By Product Type)

    • Rest of South America (By Product Type)

  • The Middle East and Africa (By Product Type, Application, Distribution Channel, and by Country)

    • South Africa (By Product Type)

    • UAE (By Product Type)

    • Saudi Arabia (By Product Type)

    • Rest of the Middle East and Africa (By Product Type)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 32.61 billion in 2023 and is projected to reach USD 46.52 billion by 2032.

In 2023, the Asia Pacific market value stood at USD 11.89 billion.

Growing at a CAGR of 4.14%, the market will exhibit a steady growth rate during the forecast period (2024-2032).

Based on product type, the toothpaste segment led the market in 2023.

The growing occurrence of dental and gum-related diseases is a key driving factor for the market.

Colgate Palmolive Co., Procter & Gamble, Unilever, and GlaxoSmithKline Plc. are a few major players in the global market.

Asia Pacific dominated the market share in 2023.

The growing number of dental spa clinics is further driving the adoption of these products.

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