Asia-Pacific Toothpaste Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The Asia-Pacific Toothpaste market is segmented by Distribution Channel (Supermarkets/ Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Channel, and Others) and Geography (China, India, Japan, Australia, and the Rest of Asia-Pacific). The report offers market size and forecasts in terms of value (in USD million) for all the above segments.

APAC Toothpaste Market Size

Asia-Pacific Toothpaste Market Size
Study Period: 2018 - 2028
CAGR: 7.5 %

Major Players


*Disclaimer: Major Players sorted in no particular order


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APAC Toothpaste Market Analysis

The Asia-Pacific toothpaste market is projected to grow at a CAGR of 7.50% during the forecast period (2022-2027).

The COVID pandemic has adversely impacted the oral care market in Asia-Pacific. However, it has caused people to pay more attention to their cleanliness, which is an important aspect of oral hygiene. Hand wash and oral care products were the two categories of personal care items that saw the most sales growth in Asia-Pacific during the COVID-19 pandemic. The nationwide lockdowns have, however, caused some inconvenience and constraints in the region's distribution networks.

In the last two decades, there has been a significant shift in the population's food consumption patterns, with a progressive increase in confectionery and junk food consumption. As a result, the population's oral health is harmed, and people seek high-quality toothpaste to combat dental disorders and protect oral health.

The increased concern about oral health among Japan's elderly and youth is fueling the growth of the Japanese toothpaste business. According to GlaxoSmithKline, a worldwide pharmaceutical corporation, the Japanese populace has a high level of dental awareness, making the country a highly valuable market.

APAC Toothpaste Industry Segmentation

Toothpaste is a paste or gel-based oral cleanser applied to teeth with a toothbrush to clean and maintain their appearance and health. The Asia-Pacific Toothpaste market is segmented by Distribution Channel as Supermarkets/ Hypermarkets, Convenience Stores, Pharmacies And Drug Stores, Online, and Others. By Geography, the market is segmented into China, India, Japan, Australia, and Rest of Asia-Pacific. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Distribution Channel
Supermarkets/ Hypermarkets
Convenience Stores
Pharmacies and Drug Stores
Online Retail
Other Distribution Channels
Rest of Asia-Pacific

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APAC Toothpaste Market Trends

This section covers the major market trends shaping the APAC Toothpaste Market according to our research experts:

China Holds The Largest Market Share In Asia-Pacific

China has experienced enormous population growth and increased spending on personal care and hygiene products, which has fueled the expansion of major toothpaste companies in these nations. Consumer preferences for organic and herbal toothpaste have launched targeted products on store shelves. According to the National Oral Health Epidemiological Investigation in China, oral care concerns are on the rise in China, which could be one of the causes for the rise in toothpaste demand. Furthermore, people are shifting their toothpaste preferences, moving away from low-cost toothpaste and toward toothpaste with higher quality and advantages.

Asia-Pacific Toothpaste Market Report

Increasing Investment in Advertisement and Promotional Activities

The demand for oral care goods, particularly toothpaste, is fueled by enormous marketing and commercials by major players such as Colgate Palmolive ad Dabur Inc. in the Asia-Pacific region. According to Colgate Palmolive's published data, in 2020, the company invested around USD 420 million in advertisement and promotional activities. Additionally, the growing popularity of campaign-based advertisements based on special occasions and events will likely boost the toothpaste demand in the Asia-Pacific market. Consumer awareness about oral health is growing, aided by several initiatives and advertisements boosting the market. As a result, toothpaste has become a necessary component of oral hygiene and wellness.

Asia-Pacific Toothpaste Market Analysis

APAC Toothpaste Industry Overview

Oral care is one of the fastest-growing consumer goods businesses, with many competitors bringing products to store shelves with various functions. Key firms such as Colgate-Palmolive, Procter & Gamble, GlaxoSmithKline PLC, and others are among the most active corporations in the industry analyzed. The key players like GSK Consumer Healthcare are expanding their oral care portfolio.

APAC Toothpaste Market Leaders

  1. Colgate-Palmolive Company

  2. Unilever

  3. Procter & Gamble

  4. GlaxoSmithKline plc.

  5. Lion Corporation

*Disclaimer: Major Players sorted in no particular order

Colgate-Palmolive Company, Unilever, Procter & Gamble, GlaxoSmithKline plc., Lion Corporation

APAC Toothpaste Market News

In 2022, Lion, a Japanese personal care firm, developed a foaming toothpaste that will be used on the International Space Station and will require less water to rinse off. The Japan Aerospace Exploration Agency (JAXA) has chosen the Space Foam Toothpaste to be used onboard the International Space Station (ISS) in 2022.

In 2021, Colgate-Palmolive launched a toothpaste for people with diabetes. In collaboration with dentists and diabetes experts, Colgate-Palmolive (India) has created an ayurvedic toothpaste aimed exclusively at people with diabetes, a first-of-its-kind product in India.

In 2020, Australian supplement company Henry Blooms launched a range of probiotic toothpaste in various flavors, including watermelon and orange.

APAC Toothpaste Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Distribution Channel

      1. 5.1.1 Supermarkets/ Hypermarkets

      2. 5.1.2 Convenience Stores

      3. 5.1.3 Pharmacies and Drug Stores

      4. 5.1.4 Online Retail

      5. 5.1.5 Other Distribution Channels

    2. 5.2 Geography

      1. 5.2.1 China

      2. 5.2.2 Japan

      3. 5.2.3 India

      4. 5.2.4 Australia

      5. 5.2.5 Rest of Asia-Pacific


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Colgate-Palmolive Company

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Procter & Gamble

      4. 6.4.4 GlaxoSmithKline PLC

      5. 6.4.5 Lion Corporation

      6. 6.4.6 Amway Corporation

      7. 6.4.7 Hawley & Hazel Company

      8. 6.4.8 Dabur Ltd

      9. 6.4.9 Hello

      10. 6.4.10 Martin Dow

    5. *List Not Exhaustive


**Subject to Availability
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APAC Toothpaste Market Research FAQs

The Asia-Pacific Toothpaste Market is studied from 2018 - 2028.

The Asia-Pacific Toothpaste Market is growing at a CAGR of 7.5% over the next 5 years.

Colgate-Palmolive Company, Unilever, Procter & Gamble, GlaxoSmithKline plc., Lion Corporation are the major companies operating in Asia-Pacific Toothpaste Market.

Asia-Pacific Toothpaste Industry Report

Statistics for the 2023 Asia-Pacific Toothpaste market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Asia-Pacific Toothpaste analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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