Market Overview
| Study Period | 2020 - 2030 |
|---|---|
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 14.78 Billion |
| Market Size (2030) | USD 19.29 Billion |
| Growth Rate (2025 - 2030) | 5.47% CAGR |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. |
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Europe Oral Care Market Analysis by Mordor Intelligence
The European oral care market is projected to demonstrate robust growth potential, increasing from USD 14.78 billion in 2025 to USD 19.29 billion by 2030, at a compound annual growth rate (CAGR) of 5.47%. The market expansion is primarily driven by heightened awareness of preventive dental healthcare measures, continuous advancements in oral hygiene product formulations, and the rising prevalence of dental disorders across the region. A significant transformation in the market landscape is evident through the fundamental shift in consumer perception, where oral health has transitioned from being perceived as a cosmetic consideration to an integral component of overall health outcomes. The implementation of the World Health Organization's comprehensive oral health strategy has further strengthened this transformation by systematically integrating oral healthcare protocols within primary healthcare frameworks across European nations.
Key Report Takeaways
- By product type, toothpaste led with a 46.35% revenue share of the European oral care market in 2024; mouthwash/rinses is forecast to expand at a 5.97% CAGR through 2030.
- By ingredient, conventional/synthetic formulations commanded 89.34% share; the natural/organic segment is expected to grow at a 6.35% CAGR to 2030.
- By end user, adults accounted for 93.63% of the European oral care market size in 2024, while the kids/children segment is advancing at a 6.75% CAGR during 2025-2030.
- By distribution channel, supermarkets/hypermarkets held 36.55% of the European oral care market share in 2024; online retail stores registered the highest projected CAGR at 7.15% for 2025-2030.
- By country, Germany dominated with a 16.08% share in 2024; Spain is poised to grow fastest at a 7.54% CAGR to 2030.
Europe Oral Care Market Trends and Insights
Drivers Impact Analysis
| Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Rising demand for natural and organic toothpaste | +0.9% | Western Europe, particularly Germany, United Kingdom, France | Medium term (3-4 years) |
| Increase consumer focus on oral hygiene | +1.2% | Pan-European, with stronger impact in Northern Europe | Long term (≥ 5 years) |
| Integration of smart technologies in electric toothbrush | +0.7% | Western and Northern Europe | Medium term (3-4 years) |
| Favorable government initiatives on oral-hygiene | +0.8% | United Kingdom, France, Nordic countries, Eastern Europe | Long term (≥ 5 years) |
| Aging population and dental health needs | +1.1% | Pan-European, with highest impact in Germany, Italy, Nordic countries | Long term (≥ 5 years) |
| Rising disposable income and healthcare spending | +0.8% | Eastern Europe, Southern Europe | Medium term (3-4 years) |
| Source: Mordor Intelligence | |||
Rising Demand for Natural and Organic Toothpaste
The European oral care market is experiencing increased demand for natural and organic toothpaste due to changing consumer preferences toward health-conscious and environmentally friendly products. Consumers are moving away from synthetic ingredients like parabens, triclosan, artificial sweeteners, and sulfates, choosing instead toothpaste with plant-based, chemical-free, and sustainably sourced ingredients. The focus on personal health and sustainable living among European consumers has increased the demand for oral care products that meet these criteria. The European Commission actively reinforces this trend through comprehensive initiatives like the Green Deal and Farm to Fork Strategy, which establish clear guidelines for sustainable consumption across various sectors, including personal care products. These regulatory frameworks have not only strengthened product standards but have also enhanced consumer understanding of eco-friendly and organic oral care options, leading to increased adoption of natural toothpaste products throughout the European market.
Increase Consumer Focus on Oral Hygiene
European consumers are actively prioritizing oral hygiene, which drives growth in the oral care market. They recognize that good oral health directly affects cardiovascular health, diabetes management, and respiratory well-being. This understanding has transformed oral care from a simple daily routine into a crucial health practice. Older adults, who experience more dental problems, actively seek advanced oral care products and follow thorough hygiene routines. According to the OECD, the population aged 65 and older will grow from 21% in 2023 to 30% by 2050 [1]Source: Organisation for Economic Co-operation and Development (OECD), "Health at a Glance: Europe 2024", oecd.org. This aging population actively shapes the oral care market by demanding specific products. They need specialized items like dry mouth toothpaste, anti-gum disease mouthwashes, and denture care solutions. Their requirements for targeted oral health products drive companies to develop new solutions and expand the specialized oral care market.
Integration of Smart Technologies in Electric Toothbrush
The European electric toothbrush market demonstrates substantial technological progression beyond conventional automation systems. The European Union's Medical Device Regulation (MDR), implemented in 2024, established comprehensive regulations for software-enabled medical devices, facilitating the development of clinically validated smart oral care devices with therapeutic applications. The European Institute of Innovation and Technology (EIT) Health provides strategic support for initiatives developing integrated oral care solutions within established healthcare frameworks, advancing preventive dental care protocols. These technological implementations enhance accessibility to professional-grade oral care monitoring systems, delivering particular advantages to vulnerable demographics, including pediatric patients and individuals with disabilities.
Favorable Government Initiatives on Oral Hygiene
European governments actively transform their oral healthcare programs by moving beyond basic awareness campaigns to create comprehensive healthcare policies. The United Kingdom actively implemented the NHS Dental Recovery Plan since February 2024, which focuses on prevention through the 'Smile for Life' program and strategically places dental professionals in schools across underserved regions [2]Source: National Health Service (NHS), "SMILE4LIFE", england.nhs.uk. Additionally, Romania takes action through its 'National Oral Health Improvement Campaign (2025-2030)' to actively address and reduce gaps in oral healthcare access. The World Health Organization's global oral health assembly in November 2024 actively drives the agenda for universal oral healthcare coverage by 2030, which motivates European countries to develop detailed implementation strategies. These policy changes actively create new opportunities in the market for educational materials and specialized products that support public health initiatives.
Restraints Impact Analysis
| Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Prevalence of traditional way of tooth cleaning | -0.6% | Eastern Europe, Rural areas across Europe | Short term (≤ 2 years) |
| Counterfeit products affecting brand reputation | -0.8% | Eastern Europe, Online channels | Medium term (3-4 years) |
| Raw material price fluctuations | -0.5% | Pan-European, with higher impact on cost-sensitive segments | Short term (≤ 2 years) |
| Regulatory compliance requirements | -0.4% | Pan-European, particularly affecting smaller manufacturers | Medium term (3-4 years) |
| Source: Mordor Intelligence | |||
Prevalence of Traditional Way of Tooth Cleaning
European consumers largely stick to traditional oral care methods, which restricts the growth of advanced oral care products in the region. Many people continue to use manual toothbrushes and basic toothpaste due to cost concerns, lack of awareness about newer products, and limited access to dental education. This behavior is especially common among the elderly and rural populations. Most consumers treat oral care as a simple daily task and believe brushing twice a day with manual tools meets their needs, even when dentists recommend modern alternatives. Lower-income regions in Central and Eastern Europe show minimal adoption of electric toothbrushes, interdental cleaning tools, and therapeutic products. This low adoption directly impacts sales of innovative oral hygiene products. For example, the Italian personal care association (CI) reports that toothpaste sales in Italy dropped from EUR 541.7 million in 2014 to EUR 528 million in 2023.
Counterfeit Products Affecting Brand Reputation
Counterfeit oral care products constrain market growth by undermining consumer trust and creating health risks. In 2023, European Union customs authorities seized counterfeit goods worth EUR 3.4 billion, a 77% increase from the previous year. The European Medicines Agency documented multiple cases where counterfeit oral care products containing unauthorized ingredients, including heavy metals and banned antimicrobial agents, resulted in adverse reactions. This problem is particularly prevalent in Eastern European markets and online retail channels, where verification systems remain inadequate. Despite the European Commission's 2024 product safety framework requiring e-commerce platforms to implement enhanced authentication measures for health-related products, enforcement continues to be difficult. The proliferation of counterfeits also impacts legitimate manufacturers, as consumers often attribute negative experiences with fake products to authentic brands.
Segment Analysis
By Product Type: Toothpaste Dominates Amid Mouthwash Surge
Toothpaste leads the European oral care market, capturing 46.35% market share in 2024. Consumers rely on toothpaste as a fundamental part of their daily oral care routine. Manufacturers actively develop specialized formulations that target specific dental concerns. These products address enamel protection, promote gum health, reduce tooth sensitivity, prevent cavities, and enhance tooth whitening. The widespread daily use of toothpaste, combined with its consumer acceptance and affordable pricing, reinforces its position as the market leader.
Mouthwash/rinses will grow at 5.97% CAGR between 2025 and 2030. Consumers increasingly recognize mouthwash as a vital component of complete oral care. They value its effectiveness in cleaning between teeth, controlling plaque, and maintaining fresh breath. More consumers now incorporate mouth rinses into their daily routine alongside brushing and flossing. The rising preference for alcohol-free options and therapeutic formulations drives this segment's growth.
Note: Segment shares of all individual segments available upon report purchase
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By Ingredient: Natural Formulations Disrupt Conventional Dominance
Conventional/synthetic ingredients hold an 89.34% share of the European oral care market in 2024, supported by established manufacturing processes, cost efficiencies, and consumer familiarity. The natural/organic segment is expected to grow at 6.35% CAGR from 2025-2030, exceeding the overall market growth rate as consumers increasingly prefer clean-label products. The European Food Safety Authority's 2024 review of food-grade ingredients in oral care products has confirmed the safety and efficacy of natural compounds like xylitol and plant-derived enzymes, supporting natural formulation claims. The European Commission's Sustainable Products Initiative, within the European Green Deal framework, is implementing regulations for environmentally friendly formulations and packaging, driving the shift toward natural ingredients.
The European Medicines Agency has approved multiple naturally derived active ingredients for therapeutic oral care products, enabling natural formulations with validated health claims. The WHO's 2024 report on environmental determinants of health emphasizes reducing chemical exposure through personal care products, including oral care, and providing policy support for natural alternatives. The sales value of organic health and beauty products, including oral care, in the United Kingdom amounted to GBP 136 million in 2023, according to the Soil Association [3]Source: Soil Association, “The Organic Beauty and Wellbeing Market 2024”, soilassociation.org. The demand for natural and organic oral care products has grown, driven by scientific research validation and regulatory compliance. Consumers are prioritizing oral care products that combine effectiveness with safety and environmental sustainability.
By Distribution Channel: Digital Commerce Disrupts Traditional Retail
In the European oral care market, supermarkets/hypermarkets lead the distribution channels with a 36.55% market share in 2024. Their extensive retail presence provides consumers easy access to a comprehensive range of oral care products, from basic items like toothpaste and toothbrushes to specialized products such as mouthwashes and whitening kits. The convenience of purchasing oral care products alongside regular groceries and household items increases customer traffic and spontaneous purchases. The prominent display of established brands and private-label products significantly influences consumer purchasing decisions and maintains this channel's market leadership.
The online retail segment is set to grow at a compound annual growth rate (CAGR) of 7.15% from 2025 to 2030. This expansion stems from consumers' increasing preference for digital shopping convenience and broader e-commerce adoption across demographics. E-pharmacies, brand websites, and e-commerce platforms provide enhanced product visibility, customized suggestions, customer reviews, and home delivery services, transforming oral care purchasing patterns. Online channels also offer access to specialty and premium oral hygiene products not typically found in physical stores. Subscription services and automatic replenishment options contribute to customer loyalty and recurring sales. The expansion of digital payments, analytics-based marketing, and social media integration is strengthening online retail's role in transforming Europe's oral care distribution landscape.
Note: Segment shares of all individual segments available upon report purchase
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By End User: Adult Segment Dominates While Children's Market Accelerates
In 2024, the adult segment accounts for 93.63% of the European oral care market, primarily due to its larger population base and higher per capita spending on personal care products. Adults demonstrate increased awareness of oral health's connection to overall health and invest in specialized oral hygiene products, including therapeutic toothpaste, electric toothbrushes, whitening systems, and mouthwashes. These products address specific concerns such as gum disease, enamel erosion, and tooth sensitivity. The segment's growth is further supported by lifestyle factors, including tobacco use, dietary habits, and stress, which necessitate consistent use of advanced oral care products.
The kids/children segment is expected to grow at a CAGR of 6.75% from 2025 to 2030. This growth is driven by increased parental awareness about early oral hygiene habits, enhanced pediatric dental education, and public health initiatives across Europe. The market has responded with child-oriented products featuring attractive flavors, packaging, and designs, improving product adoption among children. Government initiatives further support this growth, as demonstrated by the United Kingdom's 'Smile for Life' program in 2024, which promotes oral health from infancy through school age through education, preventive care, and access to age-appropriate dental products.
Geography Analysis
Germany accounts for 16.08% of the European oral care market in 2024, supported by high consumer awareness, comprehensive healthcare infrastructure, and significant investment in preventive dental care. German consumers actively embrace advanced oral hygiene products, including sonic and oscillating electric toothbrushes, water flossers, and clinically proven toothpaste formulations. The country maintains one of Europe's highest per capita spending rates on oral care products, with professional dental recommendations significantly influencing consumer choices.
The United Kingdom represents a major oral care market in Europe, with increasing adoption of digital health tools, smart oral care devices, and personalized dental hygiene solutions. Public health initiatives, including 'Delivering Better Oral Health' and the NHS Long Term Plan, have enhanced consumer awareness by emphasizing preventive care. Italy demonstrates steady market expansion through both public and private sector engagement. The Italian Ministry of Health's 2024 National Preventive Healthcare Plan has prioritized oral health, offering incentives for preventive dental visits through subsidies and tax deductions. Spain's market growth is supported by high dentist availability and improved access to public dental services.
The Spanish oral care market will grow at a CAGR of 7.54% during 2025-2030, demonstrating substantial expansion within the European market. The growth is driven by heightened oral hygiene awareness, increasing demand for natural and premium products, and product development in targeted solutions for sensitivity and whitening. Spanish brands Lacer and Vitis have expanded their market share by developing specialized toothpaste and mouthwash products for specific dental conditions.
Competitive Landscape
The European oral care market demonstrates moderate consolidation, characterized by the dominant presence of multinational corporations including Colgate-Palmolive, Procter & Gamble, Haleon PLC, and Unilever. These corporations maintain significant market positions through established product portfolios and extensive distribution networks. The competitive environment has evolved with the emergence of specialized firms focusing on sustainability initiatives, which have successfully penetrated specific market segments.
Large companies are acquiring innovative businesses to access new technologies and expand into emerging markets, while maintaining significant investment in internal research and development. This approach helps them remain competitive, develop new products, and grow their market share in expanding segments.
Strategic market opportunities predominantly exist at the convergence of technological innovation and natural formulation development, particularly in the advancement of personalized oral care solutions based on oral microbiome analysis. The competitive dynamics are increasingly influenced by artificial intelligence integration across product development and consumer engagement frameworks.
Europe Oral Care Industry Leaders
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Colgate-Palmolive Company
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Procter & Gamble Company
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Unilever PLC
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Haleon PLC
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Kenvue, Inc.
- *Disclaimer: Major Players sorted in no particular order
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Recent Industry Developments
- January 2025: Oral-B introduced the iO Series 2 (iO2), expanding its iO technology product line. The company developed the Oral-B iO2 as an entry-level model, specifically targeting manual toothbrush users.
- June 2024: Corsodyl introduced its Gum Strength & Protect product line, comprising two toothpastes and a daily mouthwash, which demonstrated clinical efficacy in preventing gum problems.
- January 2024: Sensodyne introduced its premium Clinical White range, featuring advanced whitening technology. The product line is scientifically proven to whiten teeth by two shades while providing continuous protection for sensitive teeth.
Research Methodology Framework and Report Scope
Market Definitions and Key Coverage
Our study defines the European oral care market as retail and professional sales of toothpaste, toothbrushes, mouthwashes/rinses, denture products, dental accessories (floss, picks, whitening strips, tongue cleaners), and related natural or medicated formulations purchased by households and dental offices across 27 EU members, the U.K., Norway, Switzerland, and Russia.
Scope Exclusions: products sold only to dental laboratories, injectable periodontal therapeutics, and purely aesthetic in-clinic procedures are outside this estimate.
Segmentation Overview
- By Product Type
- Toothpaste
- Mouthwash/Rinses
- Toothbrush
- Other Product Types
- By Ingredient
- Natural/Organic
- Conventional/Synthetic
- By End User
- Kids/Children
- Adult
- By Distribution Channel
- Supermarkets/Hypermarket
- Drug Stores/Pharmacies
- Online Retail Stores
- Others Distribution Channel
- By Country
- Germany
- United Kingdom
- Italy
- Spain
- France
- Russia
- Rest of Europe
Detailed Research Methodology and Data Validation
Primary Research
Structured interviews with dentists, hygienists, procurement heads at pharmacy chains, and e-commerce category managers across Germany, Spain, the U.K., and the Nordics refined channel splits, average selling prices, and likely adoption of smart brushes. Short consumer pulse surveys helped us align per-capita paste usage and flavor preferences with real-world behavior that desk work cannot expose.
Desk Research
We began with open datasets such as Eurostat trade codes for HS 3306 articles, WHO European Health Information Gateway on caries prevalence, OECD aging population series, and European Dental Association shipment surveys, which frame demand pools. Additional inputs came from company 10-Ks, retailer scans, patent abstracts via Questel, and news screening on Dow Jones Factiva that flags new launches and price shifts. Customs dashboards like Volza and regulation trackers from the European Chemicals Agency helped us validate cross-border flows and fluoride limits. The sources listed are illustrative; many more public and subscription channels were reviewed for corroboration and clarification.
Two Mordor analysts also tap paid repositories, D&B Hoovers for manufacturer revenues and Marklines for electric toothbrush component costs, to strengthen brand-level signals before modeling.
Market-Sizing & Forecasting
A top-down build begins with 2024 retail and professional sales reconstructed from production plus net imports, then reconciled to consumption through average price and usage checks. Selective supplier roll-ups and online channel audits provide a bottom-up cross-check. We feed multivariate regression models with six fingerprints: per-capita toothpaste consumption, 65+ population share, e-commerce penetration in fast-moving consumer goods, average fluoride limit changes, disposable income growth, and unit price of electric brush heads to forecast demand. Gaps where company disclosures are silent are bridged with channel mark-up benchmarks validated in expert calls.
Data Validation & Update Cycle
Outputs move through anomaly screens, senior-junior peer reviews, and variance checks against independent macro and shipment series. Reports refresh every twelve months, with interim updates triggered by material events such as VAT changes or a major recall, and each release undergoes a fresh analyst pass before client delivery.
Why Mordor's Europe Oral Care Baseline Commands Reliability
Published figures often diverge because firms choose different product baskets, country sets, and price assumptions.
Key gap drivers include: some studies exclude accessories, others sample only five core economies, and a few index prices on ex-factory values, while Mordor Intelligence models end-user spend and updates currencies quarterly.
Benchmark comparison
| Market Size | Anonymized source | Primary gap driver |
|---|---|---|
| USD 14.78 B (2025) | Mordor Intelligence | - |
| USD 7.63 B (2024) | Regional Consultancy A | Limited to toothpaste and toothbrush; five countries only |
| USD 11.57 B (2024) | Global Consultancy B | Uses ex-factory prices; accessories excluded |
| USD 10.00 B (2024) | Trade Journal C | Forecasts stop at 2034; smart-brush segment omitted |
These contrasts show that Mordor's disciplined scope, variable selection, and annual refresh cadence deliver a balanced, transparent baseline clients can replicate with clear steps and trusted inputs.
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Key Questions Answered in the Report
What is the current value of the Europe oral care market?
The Europe oral care market size is USD 14.78 billion in 2025 and is forecast to climb to USD 19.29 billion by 2030.
Which product category leads the market?
Toothpaste holds the top spot with 46.35% Europe oral care market share in 2024, supported by continuous innovation in sensitivity, whitening, and therapeutic variants.
Why are natural oral care products growing so quickly?
Stricter EU chemical regulations and rising consumer demand for clean-label goods are pushing natural formulations to a 6.35% CAGR, outpacing conventional segments.
How fast is online retail expanding for oral care?
Online retail stores within the Europe oral care market are advancing at a 7.15% CAGR for 2025-2030 as shoppers embrace secure digital payments and brands roll out direct-to-consumer models.
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