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Toothpaste Market Size, Share & COVID-19 Impact Analysis, By Type (Teeth Whitening, Herbal, Sensitive Teeth, and Others), End-User (Adults and Children), and Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Pharmaceutical & Drug Stores, and Online), and Regional Forecast, 2020-2027

Region : Global | Format: PDF | Report ID: FBI104484



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The global toothpaste market size was USD 17.75 billion in 2019 and is projected to reach USD 21.99 billion by 2027, exhibiting a CAGR of 3.4% during the forecast period.

The demand for toothpaste is increasing rapidly as people are progressively inclined towards using the product to maintain their dental health. These pastes help to safeguard the teeth from germs and bacteria, prevent the development of cavities in them, and enhance the overall health of the teeth. In addition, the people infected with COVID-19 have been displaying various complications in their bodies, including their oral health, thus fueling the surge for the product. For instance, according to the data released by the Centers for Disease Control and Prevention, in August 2019, people who have been affected by the coronavirus are at a higher risk of oral diseases or suffering from oral problems.

COVID-19 to Hinder Manufacturing and Supply Chains of the Market

The eruption of the novel coronavirus has disrupted the global supply chain as most companies have been forced to either shut down their manufacturing plants or massively reduce their activities under the strict regulations enforced by governments. This includes limiting the number of employees working in factories to ensure social distancing. Additionally, it has also interrupted the import and export of goods as governments from various countries are restraining or limiting the number of goods going in and out of their country. This, in turn, has negatively impacted various brands. For instance, according to the Times of India data released in May 2020, Colgate-Palmolive (India) sales plunged by 7.4% to USD 150.87 million, with a volume reduction of 8%.


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Shift towards Vegan and Anti-Cavity Toothpastes to Surge Demand

Toothpaste brands such as Hello, Dr. Brite, Schmidt’s, Marvis, and others are showing an increasing inclination towards producing products that are designed to specifically target the growing vegetarian and vegan populations. This is due to a growing number of people standing against products made from and tested on animals as it involves cruelty to animals. For instance, Arata introduced a vegan toothpaste offering, a combination of peppermint, chamomile, and extracts of cinnamon, ensuring fresh, strong, and healthy teeth and gums. In addition, brands are focusing on manufacturing teeth care solutions that provide anti-cavity and tartar controls, which is boosting the consumption rate. For example, Jason developed an innovative product called JASON Healthy Mouth Anti-Cavity & Tartar Control Toothpaste, designed to effectively protect the tooth from cavities.


Teeth Issues in Children and Elderly Populations to Aid Market Growth

The rising number of children experiencing increasing dental problems is estimated to have a significant impact on the market growth. According to the World Health Organization (WHO), in March 2020, nearly 530 million children worldwide were experiencing dental caries on their primary teeth. Furthermore, the rising growth of the elderly populations worldwide is escalating the demand for toothpaste as this age group is highly vulnerable to various tooth issues such as gum disease, tooth decay, tooth cavity, and others. For instance, according to the United Nations Department of Economics and Social Affairs, 703 million people around the globe were aged 65 years and above in 2019.

Increasing Investments in Marketing and Advertising Campaigns to Fuel Growth

The rising expenditures made on marketing and advertising by leading brands in the market, such as Colgate, Procter & Gamble, Unilever, and others, have surged their product sales and demand. For instance, according to data published by Colgate Palmolive in July 2020, Colgate advertisement investments were estimated to be worth USD 416 million in 2019, which is a rise of 3% from the previous year. Additionally, the growing popularity of launching an advertising campaign based on special events is likely to boost the consumption rate. For example, according to the Daily Hunt.in, in June 2019, Dabur India launched a promotional campaign for its red toothpaste brand during the 2019 Cricket World Cup.


High Cost of Chemicals to Hamper Market Growth

Toothpaste is produced from various chemicals such as calcium carbonate, sodium bicarbonate, tricalcium phosphate, etc. The rising prices of these chemicals will result in the high cost of the end product, which is estimated to have a negative impact on market growth. For instance, according to the data published by the United States Bureau of Labor Statistics, the import price index for chemical manufacturing products rose by 5.4 % between December 2016 and December 2019.


By Type Analysis

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Teeth Whitening Segment to Remain at the Forefront

On the basis of product, the market is fragmented into teeth whitening, herbal, sensitive teeth, and others (children, smokers).

The teeth whitening segment is anticipated to dominate the market owing to the widespread perception that whitened teeth augment a person’s self-confidence by enhancing facial appearance through the elimination of stains from the teeth.

The herbal, sensitive teeth, and others segments are enlarging their market presence owing to the consumers seeking more targeted dental care options.

By End-User Analysis

Adults Segment to Showcase Higher Market Share

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

The adults segment is projected to hold the major share in the market owing to adults consuming a larger amount of food products that are harmful to teeth. Toxic products such as cigarettes and alcohol are known to have adverse impacts on oral health, thereby boosting the demand for this segment.

On the other hand, the children segment is projected to contribute considerably to the growth of this market owing to the high incidence of dental problems among children. Moreover, a large number of children are prone to tooth decay due to their weak tooth formation compared to adults.

By Distribution Channel Analysis

Supermarket/Hypermarket Segment to Hold the Largest Market Share

By distribution channel, the market is segmented as supermarkets/hypermarkets, convenience stores, pharmaceutical & drug stores, and online.

The supermarket/hypermarket segment is estimated to lead the market due to the easy availability of a large number of brands in one place at lower costs. This makes purchasing them more comfortable, and it is convenient for most consumers as they can purchase the product even while shopping for other household goods.

The convenience stores, pharmaceuticals and drugs, and online segments are also showing a robust growth trajectory as they are more suitable to certain consumers owing to their close proximity to homes and their ability to offer online delivery of various products.


Asia Pacific Toothpaste Market Size, 2019 (USD Billion)

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Europe is expected to showcase significant growth in the toothpaste market share. Immense coffee consumption in this region is likely to have a vital influence on the usage of the product. This is because coffee ingredients such as sugar, quintic acid, caffeoylquinic acid, and others have a high potential of harming the health of teeth. According to the data published by the European Coffee Federation, in 2018, European coffee consumption was assessed to be 3,4215,47 tons or 57,025,783 coffee bags. Additionally, the majority of the population in Europe gives high priority to a hygienic lifestyle, which has resulted in a shift and soaring demand for teeth care solutions in the region.  

Geographically asia pacific accounts and is dominating the market, boasting a size of USD 6.42 billion in 2019. The domestic brands such as Dabur, Lion Corporation, and others are increasingly penetrating the regional market, generating more traction for their products. For instance, according to a report published in the Times of India in May 2019, domestic consumer good brands have witnessed a rise in their share by 50 bps to 13%.  

North America is anticipated to display substantial growth owing to the premiumization of dental care, which is driving people to give high priority to their dental health and hygiene, thus promoting teeth care products consumption in the region. For example, according to the American Dental Association, in 2018, the U.S. population spent USD 136 billion on dental care. Furthermore, a high meat consumption rate in the region is leading to various oral issues, further contributing to the growing demand for teeth care products. For example, according to the data released by Our World Data.Org, the consumption of meat in the U.S. on a per-person basis in 2018 was poultry 49.76 Kg, pork 22.95 Kg, and beef 25.90 Kg.

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South America is anticipated to display considerable growth owing to the increasing number of promotional activities on oral health and hygiene in the region. For instance, according to the European Federation of Periodontology, in June 2019, Brazil celebrated Gum Health Day by allowing students and teachers to promote the importance and consciousness of maintaining good oral health.

The Middle East & Africa region is expected to have a considerable presence in the market. The rising prevalence of gum diseases in the region, especially in African countries, has had a positive impact on the rising demand for teethcare products. For example, according to the Government of South Africa, in September 2019, 90% of the South African population was estimated to experience gum disease.


Key Players to Focus on Developing Niche Products Offerings

The key leading players in the toothpaste market are making a marked shift towards the production of niche, sensitive toothpaste, which helps repair and protect the oral health of people with sensitive teeth. These people are prone to tooth cavities, decay, and others, which has a positive impact on market growth. For instance, Sensodyne came up with its Sensodyne paste for Sensitive Teeth and Cavity Protection. This product uses potassium nitrate to help soothe the nerves by enforcing neural transmission in the tooth that results in insensitivity. It also possesses stannous fluoride to reinforce and defend tooth structure.


  • The Procter & Gamble Company (Ohio, USA)

  • Unilever PLC (London, United Kingdom)

  • Colgate-Palmolive Company (New York, USA)

  • GlaxoSmithKline PLC (Brentford, United Kingdom)

  • Lion Corporation (Tokyo, Japan)

  • Church & Dwight Co., Inc. (New York, USA )

  • Tom's of Maine (Maine, USA)

  • D.R. Harris & Co Ltd (London, UK)

  • Amway International Inc. (Michigan, USA)

  • Avon Products, Inc. (London, United Kingdom)


  • August 2020 – Avon launched its new Black Bee Toothpaste. This product ingredients include royal jelly and Australian propolis extract, recognized for their nourishing and soothing properties.

  • July 2019 – Colgate announced the acquisition of Laboratoires Filorga for USD 1.7 billion, which is stated to be its largest acquisition by far.


An Infographic Representation of Toothpaste Market

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The market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, end-users, and leading product types. Besides this, the report offers insights into the current toothpaste market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market over recent years.

Toothpaste Market Scope & Segmentation



Study Period



  3.4% (2020-2027)

Revenue Forecast in 2027

  USD 21.99 Billion

Base Year


Forecast Period


Historical Period



  Value (USD Billion)

By Type

  • Teeth Whitening

  • Herbal

  • Sensitive Teeth

  • Others

By End-User

  • Adults

  • Children

By Distribution Channel

  • Supermarket/Hypermarket

  • Convenience Stores

  • Pharmaceutical & Drug Stores

  • Online

By Geography

  • North America (Type, End-user, Distribution Channel, and Country)

    • The U.S. (By Type)

    • Canada (By Type)

    • Mexico (By Type)

  • Europe (Type, End-user, Distribution Channel, and Country)

    • The U.K. (By Type)

    • Germany (By Type)

    • France (By Type)

    • Italy (By Type)

    • Spain (By Type)

    • Rest of Europe (By Type)

  • Asia-Pacific (Type, End-user, Distribution Channel, and Country)

    • Japan (By Type)

    • China (By Type)

    • India (By Type)

    • Australia (By Type)

    • Rest of Asia- Pacific (By Type)

  • South America (Type, End-user, Distribution Channel, and Country)

    • Brazil (By Type)

    • Argentina (By Type)

    • Rest of South America (By Type)

  • The Middle East & Africa (Type, End-user, Distribution Channel, and Country)

    • South Africa (By Type)

    • The UAE (By Type)

    • Rest of the Middle East & Africa (By Type)

Frequently Asked Questions

Fortune Business Insights states that the global market size was USD 17.75 billion in 2019 and is projected to reach USD 21.99 billion by 2027.

In 2019, the Asia Pacific market value stood at USD 6.42 billion.

Growing at a CAGR of 3.4%, the market will exhibit moderate growth in the forecast period (2020-2027).

The teeth whitening segment is projected to be the leading segment in this market during the forecast period.

The rising adoption of oral hygiene practices among the global population is the primary factor driving the growth of the market.

GlaxoSmithKline PLC, Unilever PLC, and Colgate-Palmolive Company are the major players in the global market.

Asia Pacific dominated the market share in 2019.

The tooth problems experienced by a large number of people are expected to drive the adoption of these products globally.

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