Europe Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Report Covers Europe Oral Care Market Analysis & Companies and it is Segmented by Product Type into breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements, toothpaste; by Distribution channel into supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels & by Geography

Europe Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Europe Oral Care Market Size

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Europe Oral Care Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Historical Data Period 2019 - 2023
CAGR 4.74 %
Market Concentration Medium

Major Players

Europe Oral Care Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Europe Oral Care Market with other markets in Consumer Goods and Services Industry

Apparel, Footwear & Accessories

Luxury Goods & Services

Recreational Goods

Baby Care

Beauty and Personal Care

Consumer Services

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Europe Oral Care Market Analysis

The Europe Oral Care Market is expected to register a CAGR of 4.74% during the forecast period.

Oral care, which already plays a significant part in consumers' daily personal care routines, has been mostly unaffected by the COVID-19 pandemic. However, not all oral care categories fared well. During the period when protective face masks were worn to stop the spread of COVID-19, mouth fresheners experienced a significant reduction in sales. Simultaneously, Due to the high risk of COVID-19 transmission, consumers had to restrict their dental appointments and were eager to adopt more strict oral hygiene practices at home. Along with this, there was a general tendency during the pandemic to practice better personal hygiene. therefore increasing the demand for the oral care market in the region.

The European oral care market is largely dominated by toothpaste, toothbrushes, and replacement heads, having registered prominent market shares. Toothpaste is a basic necessity for oral hygiene, and the high price of e-toothbrush are key factor leading to higher market shares of the respective segments. Maintaining dental hygiene through routines, including brushing, cleaning in between teeth, and rinsing, among others, is known as oral care. The procedure helps avoid periodontitis, caries, gingivitis, and other oral and gum problems. A few growth-enabling factors for the market include the rising popularity of cosmetic dentistry, the transforming dental care segment, and products such as teeth whitening gaining popularity in Europe.

However, when these products are used repeatedly, whitening agents like teeth-whitening pens can permanently damage tooth enamel. The loss of the protective enamel layer continuously may lead to sensitive teeth. Teeth-whitening chemicals will probably come into touch with the gum line, which may result in regional discomfort and irritation. Additionally, whitening agents may result in uneven tooth whitening, particularly if some or all of the dentition's teeth are artificial. This could be a market restrainer and provides opportunity and scope for developing alternative methods. The easy availability of various brands under one roof, leading to a quick consumer switch, led supermarkets and hypermarkets to hold the largest market share. Oral health education programs in countries like France, Germany, Ireland, and the United Kingdom also assist market growth due to greater awareness of dental health.

Europe Oral Care Industry Overview

The European oral care market is a consolidated market with small and big companies. Few leading companies dominate the market with a major market share. Companies come up with various strategies to remain in the competition. Players also incorporate natural/organic products in their portfolio. Players operating in the market focus on adopting key strategies, like product innovations, rapid market expansions, mergers and acquisitions, and partnerships, to gain higher market share, strengthen their consumer base, and gain a competitive edge over other companies. The oral care industry is one of the fastest consumer goods industries in the region, with key players bringing products on retail shelves with different functionalities. The most active companies in the market include Procter & Gamble, Unilever PLC, Colgate-Palmolive, GlaxoSmithKline PLC, and Sunstar Suisse S.A. They focus on introducing new products and expanding their presence into new markets to cater to the interests of consumers and achieve major market share.

Europe Oral Care Market Leaders

  1. Procter & Gamble

  2. Unilever

  3. Colgate-Palmolive Company

  4. GlaxoSmithKline plc

  5. Sunstar Suisse S.A.

  6. *Disclaimer: Major Players sorted in no particular order
Europe Oral Care Market Concentration
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Europe Oral Care Market News

  • In November 2022, Colgate partnered with Perfect Corp. to use augmented reality (AR) simulation to bring the outcomes of the brands' Colgate Optic White Overnight Teeth Whitening Pen to life.
  • In November 2022, CO. by Colgate, a new oral beauty care line that targeted the Gen-Z consumer was introduced. Products include CO. by Colgate Oh So Glowing Gel Toothpaste with Charcoal, which has stain-removing power; CO. to Go On-The-Go Anticavity Toothpaste Tabs, a waterless formula for brushing teeth on the go; and the TLC Toothbrush Starter Kit with a reusable aluminum handle and replaceable brush heads.
  • In February 2022, Colgate-Palmolive Co. introduced a recyclable toothpaste tube. It uses the same No. 2 plastic High-Density Polyethylene (HDPE), which is similar to that used in milk and detergent bottles. There are no additional actions necessary to recycle the tubes, such as rinsing, cutting, or cleaning it before placing it in a recycling container.

Europe Oral Care Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Deliverables
  • 1.2 Study Assumptions
  • 1.3 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 Product Type
    • 5.1.1 Breath Fresheners
    • 5.1.2 Dental Floss
    • 5.1.3 Denture Care
    • 5.1.4 Mouthwashes and Rinses
    • 5.1.5 Toothbrushes and Replacements
    • 5.1.6 Toothpaste
  • 5.2 Distribution Channel
    • 5.2.1 Supermarkets/Hypermarkets
    • 5.2.2 Convenience Stores
    • 5.2.3 Pharmacies And Drug Stores
    • 5.2.4 Online Retail Stores
    • 5.2.5 Other Distribution Channels
  • 5.3 Country
    • 5.3.1 Europe
    • 5.3.1.1 Spain
    • 5.3.1.2 United Kingdom
    • 5.3.1.3 Germany
    • 5.3.1.4 France
    • 5.3.1.5 Italy
    • 5.3.1.6 Russia
    • 5.3.1.7 Rest of Europe

6. COMPETITIVE LANDSCAPE

  • 6.1 Most Adopted Strategies
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 Procter & Gamble
    • 6.3.2 Unilever
    • 6.3.3 Colgate-Palmolive Company
    • 6.3.4 GlaxoSmithKline PLC
    • 6.3.5 Sunstar Suisse S.A.
    • 6.3.6 Henkel AG & Co. KGaA
    • 6.3.7 Church & Dwight Co. Inc.
    • 6.3.8 Hawley & Hazel (BVI) Co. Ltd.
    • 6.3.9 Johnson & Johnson Consumer Inc
    • 6.3.10 Pierre Fabre S.A
    • 6.3.11 Lactona Europe BV
    • 6.3.12 Pierrot (Fushima SL)
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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Europe Oral Care Industry Segmentation

Maintaining dental hygiene through routines including brushing, cleaning in between teeth, and rinsing, among others, is the practice of oral care. Dental and gum problems like gingivitis, caries, cavities, and periodontitis are among those that are prevented by practicing oral care. Oral care products are defined as products used for the care of the teeth and the mouth. The European oral care market offers a range of products, including breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements (manual, electric, battery), toothpaste (pastes, gels, polish, powder), and denture products through supermarkets/hypermarkets, convenience stores, pharmacies, and drug stores, online retail stores, and other distribution channels. The study also covers the regional-level analyses of major countries like Spain, the United Kingdom, Germany, France, Italy, and Russia.

Product Type Breath Fresheners
Dental Floss
Denture Care
Mouthwashes and Rinses
Toothbrushes and Replacements
Toothpaste
Distribution Channel Supermarkets/Hypermarkets
Convenience Stores
Pharmacies And Drug Stores
Online Retail Stores
Other Distribution Channels
Country Europe Spain
United Kingdom
Germany
France
Italy
Russia
Rest of Europe
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Europe Oral Care Market Research FAQs

What is the current Europe Oral Care Market size?

The Europe Oral Care Market is projected to register a CAGR of 4.74% during the forecast period (2025-2030)

Who are the key players in Europe Oral Care Market?

Procter & Gamble, Unilever, Colgate-Palmolive Company, GlaxoSmithKline plc and Sunstar Suisse S.A. are the major companies operating in the Europe Oral Care Market.

What years does this Europe Oral Care Market cover?

The report covers the Europe Oral Care Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Europe Oral Care Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Europe Oral Care Industry Report

Statistics for the 2025 Europe Oral Care market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Oral Care analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.