Baby Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Baby Oral Care Market is Segmented by Product Type (Toothbrushes, Toothpaste, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The report provides market size and forecasts in terms of value in USD million for the above segments.

Baby Oral Care Market Size

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Baby Oral Care Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR 5.50 %
Fastest Growing Market Europe
Largest Market Asia-Pacific
Market Concentration Low

Major Players

Baby Oral Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Baby Oral Care Market Analysis

The Baby Oral Care Market is projected to register a CAGR of 5.5% during the forecast period.

The rising prevalence of different dental problems, such as tooth decay, nursing caries, and tooth sensitivity, is driving the demand for baby oral care products in the worldwide market. For instance, a study published by the World Health Organization (WHO) reveals that early childhood caries is a global problem with a prevalence estimated between 60 and 90%. Further, increased parental concern for infant oral hygiene in recent years due to the risk of various infections, such as oral thrush, cold sores, and Eruption cysts, is influencing the spending on baby oral care products. Thus, the growing knowledge of parents about the need for infant oral hygiene is expected to fuel the demand in the market studied over the medium term.

In the long term, the market is anticipated to be driven by the factors such as modern parenting supported by increased access to childcare products and services, consumer awareness campaigns organized by key brands, and government policies to promote the health and well-being of children. For instance, in the United States, the HHS (US Department of Health and Human Services) educates children and parents about oral health through the initiative called Head Start Program. The program delivers services to infants, toddlers, and families in core areas of early learning, health, and family well-being.

Baby Oral Care Market Trends

This section covers the major market trends shaping the Baby Oral Care Market according to our research experts:

Increasing Oral Health Problems Among Kids

Modern parents are increasingly focused on preventive healthcare for their children and willing to spend on advanced products. The rising concern of various oral disorders, such as early tooth decay, bacterial infections, tongue pushing, and lip sucking, is pushing parents to use baby oral care products. For instance, the latest statistics disclosed by the Australian Dental Association in October 2022 state that by the age of 5 years, 1 in 3 children aged 5 - 6 years have already had tooth decay in a baby tooth. The government of Australia launched the "National Oral Health Plan 2015-2024" in response to the increasing burden of poor oral health among the nation's population. The United State Government runs Medicaid and Children's Health Insurance Program (CHIP), which provides coverage for dental services, including check-ups, X-rays, fluoride treatments, dental sealants, fillings, and more to create awareness about oral health. Therefore, the rising prevalence of dental disorders, changing parenting needs, and the increasing government initiatives to promote oral health awareness are key factors driving the growth in the baby oral care market.

Baby Oral Care Market Share: Percentage of Children and Adolescents aged l to 17 years with Oral Health Problems in %, by State, United States, 2020

Asia-Pacific Market is Anticipated to Register a Significant CAGR

Over the past few years, the prevalence of oral disorders in children of various age groups has grown significantly in the Asia-Pacific region. For instance, according to the Directorate General of Health Services and Ministry of Health & Family Welfare, the Government of India, dental caries is a public health problem in India with a prevalence as high as 60- 80% in children. As a result, parents are now adopting baby oral care products to ensure oral hygiene and safety against bacterial infections. Thus, key brands are developing improved solutions to cater to the increase in consumer preference. For instance, in June 2020, Henry Blooms Health Products, Australia's supplement company, expanded its product range with the launch of three new probiotic-toothpastes for kids, featuring a strain Dental-Lac. The toothpaste includes Xylitol, aloe vera, and peppermint to support the oral and dental hygiene of kids. Thus, the increasing importance of oral health among Asian parents and the availability of advanced solutions are the key factors anticipated to push the demand for baby oral care products during the forecast period.

Baby Oral Care Market: Market Size (%), By Region, Global, 20211

Baby Oral Care Industry Overview

The baby oral care market is highly competitive, with a large number of regional and international players. The prominent players in the market are Colgate-Palmolive, Procter & Gamble, Unilever PLC, and GlaxoSmithKline PLC, among others. The players are adopting strategic approaches such as partnerships, mergers & acquisitions, and product innovation to strengthen their market position. For instance, in July 2022, Safe-O-Kid, one of India's fastest-growing baby product brands, launched unique Oral Care and Sensory Kits to improve children's oral hygiene and oral motor function. The product is available for children up to 12 years.

Baby Oral Care Market Leaders

  1. The Procter & Gamble Company

  2. Unilever Plc.

  3. GlaxoSmithKline Plc

  4. Colgate-Palmolive Co

  5. Pigeon Corporation

*Disclaimer: Major Players sorted in no particular order

Baby Oral Care Market Concentration.png
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Baby Oral Care Market News

  • July 2022: Davids Natural Toothpaste announced the launch of kids+adults premium toothpaste. Packed with all of the natural goodness, it is enhanced with tasty watermelon and strawberry flavors that will leave the mouth feeling refreshed and clean. This high-performance, fluoride-free toothpaste uses naturally sourced and derived ingredients to whiten teeth safely and effectively. It removes plaque and freshens the breath.
  • March 2021: Marico Bangladesh brought in a new addition to its baby oral care range under Parachute Just for Baby brand to ensure safe baby teeth care for babies between the ages of 6 months to 6 years.
  • March 2021: Nudge Goods Inc., an American-based self-care and oral hygiene products manufacturer, introduced a subscription box service for oral care products called 'Nudge Oral Care Box.' The Nudge Oral care box is a pack of oral care products, including fluoride-free toothpaste, alcohol-free concentrated mouthwash, 2 bamboo toothbrushes, and 100% biodegradable floss.

Baby Oral Care 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 Product Type

      1. 5.1.1 Toothbrushes

      2. 5.1.2 Toothpastes

      3. 5.1.3 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarket/Hypermarkets

      2. 5.2.2 Pharmacies and Drug Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. France

        4. Russia

        5. Italy

        6. Spain

        7. Rest of the Europe

      3. 5.3.3 Asia-Pacific

        1. India

        2. China

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Amway

      2. 6.3.2 Colgate-Palmolive Co.

      3. 6.3.3 GlaxoSmithKline PLC

      4. 6.3.4 Henkel AG & Co. KGaA

      5. 6.3.5 Johnson and Johnson Inc.

      6. 6.3.6 The Procter & Gamble Company

      7. 6.3.7 Kao Corp.

      8. 6.3.8 Pigeon Corporation

      9. 6.3.9 Uniliver PLC

      10. 6.3.10 Sunstar Suisse SA

    4. *List Not Exhaustive



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Baby Oral Care Industry Segmentation

Baby oral care includes products that are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene in infants and toddlers. 

The market is segmented by product type, distribution channel, and geography. By product type, the market is segmented into toothbrushes, toothpaste, and other product types. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels. It provides an analysis of emerging and established economies across the world, comprising North America, Europe, South America, Asia-Pacific, and Middle East and Africa. For each segment, the market sizing and forecasts are provided in terms of value in USD million.

Product Type
Other Product Types
Distribution Channel
Pharmacies and Drug Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of the Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
Saudi Arabia
Rest of Middle East and Africa
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Baby Oral Care Market Research FAQs

The Baby Oral Care Market is projected to register a CAGR of 5.5% during the forecast period (2024-2029)

The Procter & Gamble Company, Unilever Plc., GlaxoSmithKline Plc, Colgate-Palmolive Co and Pigeon Corporation are the major companies operating in the Baby Oral Care Market.

Europe is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the Asia-Pacific accounts for the largest market share in Baby Oral Care Market.

The report covers the Baby Oral Care Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Baby Oral Care Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Baby Oral Care Industry Report

Statistics for the 2024 Baby Oral Care market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Baby Oral Care analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Baby Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)