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Oral Care Market Size, Share & COVID-19 Impact Analysis, By Product Type (Toothbrush, Toothpaste, Mouthwash, and Others), Application (Household and Commercial), Distribution Channel (Hypermarket/Supermarket, Online, and Others), and Regional Forecast, 2020-2027

Region : Global | Format: PDF | Report ID: FBI103533



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The global oral care market size was USD 30.91 billion in 2019 and is projected to reach USD 38.89 billion by 2027, exhibiting a CAGR of 3.1% during the forecast period. The increasing occurrence of mouth cancer, periodontal diseases as well as tooth caries across the world have contributed to a significant rise in the demand for oral care products such as toothpaste, toothbrushes as well as mouth rinses. Oral care startup brands such as Twice, Quip, and Candid have come up with low-cost oral hygiene products to increase product portfolio and accessibility.  Moreover, the advent of electric brushes, charcoal-based teeth cleaners, and dental whitening items is likely to accelerate the oral care market growth.

Labor Shortage and Lockdown Restrictions have Slightly Affected the Market During COVID-19 Pandemic

The huge migration of labor workers from urban to rural areas is affecting the manufacturing process of oral hygiene items. Manufacturers were facing issues such as increased raw material costs, disruptions in the supply of packaging materials, and the distribution of these groceries to the retailers. The decline in the purchasing power of the people due to the consequences of employment or business loss during the COVID-19 outbreak has slightly slowed down the demand for these items.

However, during the pre-COVID-19 period, consumption of hygiene & personal care items had strongly spiked owing to the consumer’s sake of lack of availability & the shortage in accessing these items. Prominent companies are expected to recover their lost revenues of such items in the post-pandemic period due to the government rules of removing the lockdown restrictions. Large labor migration in the rural area along with the provision of financial support by the government for such migrants has slightly lifted the consumption of such items in rural areas.


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Increasing Number of Dental Spas to Add Impetus to Market Growth

Nowadays, many dentist professionals are focusing on providing aesthetic spa treatments along with various regular 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 which thereby drive the demand for related dental cosmetic items. Additionally, the provision of various 4D-based video & image visuals at the dental spa clinics has encouraged the creation of a luxury experience for the patients.


Increasing Incidence of Dental and Gum Related Diseases to Lead to High Product Demand

In the past few years, there has been an increase in the incidence of dental conditions such as bad breath, tooth decay, mouth cancer, and others. This has given rise to the need for oral care items. According to the report ‘Cancer Facts & Statistics 2019’, published by the American Cancer Society, in the U.S., there are 38,140 new cases of tooth cavity & pharynx as of 2019, a 4% rise over the previous year. Additionally, factors such as growing awareness regarding health & maintaining oral hygiene of people, the escalating number of dental clinics & oral cosmetic stores, and specialty stores along with the growing income of the population will have a positive impact on the growth of the market.

Focus on Product Innovations to Bode Well for the Market

Consumers are preferring innovative oral care items to cure & prevent dental and gum-related problems. Therefore, recent developments in the design of the various dental & gum care staples will emerge in favor of the growth of the market. For instance, in January 2020, Colgate-Palmolive Company launched Colgate Plaqless Pro, a smart electric toothbrush that uses newer optic sensor technology that helps in detecting biofilm buildup in the mouth and removing it easily with a brush. Additionally, laser dentistry, 3D printing & AI, and digital impressions are some of the technologies that are widely used in commercial dental care instruments which can improve the effectiveness of dental operations, and thereby support the market growth.


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

Utilization of certain additives such as abrasive agents and humectants in the toothpaste and mouthwash items for sake of improving the taste & color of these items may lead to various allergic reactions to the teeth & gum such as contact dermatitis, urticaria, rhinitis, and angioedema, etc. This largely impacts the demand of such items. Additionally, intense competition from the local players in the market with their competitive pricing restrains the market growth.


By Product Type Analysis

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Toothpaste Segment to Hold a Major Share due to a Large Number of Product Variants

The availability of several flavors of toothpaste such as mint, lime, strawberry, and many others along with its different categories such as sensitivity control, whitening, mouth/breath freshener, tooth decaying control, gum protection, etc. result in a larger share of the toothpaste segment. Additionally, the availability of toothpaste in wide variations such as paste, gel, liquid, spray, capsule, etc. is largely driving the segment growth.

However, the toothbrush segment witnessed significant growth owing to the introduction of innovative teeth cleaning brush items by prominent companies that acted as a reason for consumer attraction towards purchasing these products. For instance, in October 2019, The Gillette Company launched Oral-B Genius X, an AI-enabled toothbrush that helps users effectively brush their teeth without applying too much pressure of the brush regardless of any toothbrushing style of an individual.

By Application Analysis

Household Segment to Hold a Dominant Share of the Global Marketplace

A major share of the household segment is attributed to the large household consumer spending on a variety of daily use of oral care staples. According to data presented by the Dental Health Organization, as of January 2018, on average British adult spends USD 277.81 a year for purchasing these products. Additionally, rising consumer awareness about oral health regarding mouth hygiene as well as their preferences towards the body hygiene market by products and items has spiked the segment growth.

However, the commercial segment is likely to showcase significant growth over the forecast period of 2020-2027 owing to the increasing number of dental clinics and associated practitioners which drive the demand for dental care products. According to the data presented by the Dental Board Government of Australia, there are 24,519 dental practitioners in the fourth quarter of 2019 up from 23,741 of the fourth quarter of 2018.

By Distribution Channel Analysis

Wide Range of Products with Scheme Provision Makes Hypermarket/ Supermarket Dominant Segment in the Market

The largest oral care market share of the hypermarkets & supermarkets segment is attributed to the easy availability and wide variety of the various daily use items such as toothpaste, toothbrush, liquid washers, and others in these stores. Additionally, frequent provision of the buy 1 get 1 free type of scheme and other kinds of offers on the select items by these stores result in the consumer preference towards purchasing regularly used groceries from these stores.

However, the online segment is expected to drive and witness exponential growth throughout the forecast period owing to the rising consumer preference for shopping 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 shops for grocery items from online stores. Additionally, ease in the consumer behavior tracking process from these online stores influences retail merchants to sell these care items through these stores.


Asia Pacific Oral Care Market Size, 2019 (USD Billion)

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Increasing Population and Increased Spending on Oral Care to Keep Asia Pacific at Dominant Position

Asia Pacific is the largest market in the global market valued at USD 10.83 billion in 2019. The aged population is more likely to suffer tooth loss, tooth decaying, 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 these care products. According to the report ‘World Population Ageing 2019’, published by the United Nations Department of Economic and Social Affairs, as of 2019, China exhibits nearly 164.49 million people who are aged 65 or above.

Additionally, increasing preferences for consuming herbal toothpaste products in the region are further growth drivers of the market. According to the report ‘Effectiveness of Herbal Oral Care Products in Reducing Dental Plaque & Gingivitis’, published by the National Centre for Biotechnology Information (NCBI), in 2018, from a survey conducted over 1597 adults in the East Asia region, 899 respondents are more likely to consume herbal-based toothpaste over non-herbal based category while 698 respondents believe that usage of herbal mouth rinse could help them in plaque reduction.

The significant growth of the markets in North America and South America can be attributed to the rising consumer spending on oral healthcare products. According to the report ‘Consumer Expenditures 2018’, published by the U.S. Bureau of Labor Statistics, as of 2018, U.S. healthcare spending has increased to USD 4968 per consumer, a 0.8% rise over the previous year. Additionally, the growing prevalence of oral-related diseases in countries such as Canada, and Mexico is further driving the demand for such products. According to the statistics presented by the World Health Organization (WHO), in Mexico, new lip or oral cancer cases have been estimated to be in 2017 in 2018, 1.1% up from the previous year.


Product Innovations, coupled with Sustainable Packaging, Will Create Several Growth Opportunities

Companies are constantly focusing 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, etc. Besides this, growing companies’ initiatives towards developing products made up of eco-friendly packaging materials have effectively helped them in reducing the carbon footprint of their business.


  • Colgate Palmolive Co. (New York, U.S.)

  • Unilever (London, U.K.)

  • Procter & Gamble Co. (Ohio, U.S.)

  • Henkel AG & Co. KG aA (Düsseldorf, Germany)

  • Johnson & Johnson (New Jersey, U.S.)

  • GlaxoSmithKline Plc. (Brentford, U.K.)

  • Lion Corporation (Tokyo, Japan)

  • Church & Dwight Co. Inc. (Ewing Township, U.S.)

  • Reckitt Benckiser Group Plc. (Slough, U.K.)

  • Patanjali Ayurved Limited (Haridwar, Uttarakhand, India)


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

  • October 2018 – Johnson & Johnson launched a newer oral care category under their LISTERINE brand that includes tablet form of mouthwash items that can provide quick killing action to the unwanted bacteria in the mouth.


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The global oral care market report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, distribution channels, sales channel, and leading product types & application areas. Besides this, the report offers insights into the various oral care industry 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.

An Infographic Representation of Oral Care Market

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Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion)


By Product Type, Application, Distribution Channel, and Geography

By Product Type


  • Toothbrush

  • Toothpaste

  • Mouthwashes

  • Others (Teeth Brighteners, Floss, etc.)

By Application


  • Household

  • Commercial

By Distribution Channel


  • Supermarket & Hypermarkets

  • Convenience Stores

  • Online Channels

  • Others (Pharmacies, Departmental Stores, etc.)

By Geography


  • North America

    • By Product Type

    • By Application

    • By Distribution Channel

    • By Country

      • USA

      • Canada

      • Mexico

  • Europe

    • By Product Type

    • By Application

    • By Distribution Channel

    • By Country

      • Germany

      • France

      • Italy

      • Spain

      • U.K.

      • Rest of Europe

  • Asia Pacific

    • By Product Type

    • By Application

    • By Distribution Channel

    • By Country

      • China

      • India

      • Japan

      • Australia

      • South Korea

      • Rest of Asia Pacific

  • South America

    • By Product Type

    • By Application

    • By Distribution Channel

    • By Country

      • Brazil

      • Argentina

      • Rest of South America

  • Middle East & Africa

    • By Product Type

    • By Application

    • By Distribution Channel

    • By Country

      • UAE

      • Saudi Arabia

      • South Africa

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 30.91 billion in 2019 and is projected to reach USD 38.89 billion by 2027.

In 2019, the Asia Pacific market value stood at USD 10.83 billion.

Growing at a CAGR of 3.1%, the market will exhibit a steady growth rate during the forecast period (2020-2027).

The toothpaste segment is a leading segment based on product type during the forecast period (2020-2027).

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 2019.

Growing number of dental spa clinics are further driving the adoption of these products.

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