Halitosis Market- Growth, Trends, Covid-19 Impact, And Forecasts (2022 - 2027)

The Halitosis Market is segmented by Types (Pathological and Non-pathological), By Treatment (Antacids, Antiseptics, Antiplaque, and Others), By Diagnostic Test (Halimeter, Gas chromatography, BANA test, β-galactosidase activity assay, Other Tests) By Indication (Respiratory Disorders, Liver Disorders, Gastrointestinal Disorders, Kidney Disorders, and Others) and Geography (North America, Europe, Asia-Pacific, Middle East & Africa, and South America). The report offers the value (in USD million) for the above segments.

Market Snapshot

Halitosis Market Size
Study Period: 2019-2027
Base Year: 2021
Fastest Growing Market: Asia-Pacific
Largest Market: North America
CAGR: 12.5 %

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Market Overview

The halitosis market is projected to register a CAGR of 12.5% during the forecast period (2022 – 2027).

As with other circulating pandemics, halitosis has been greatly challenged by the outbreak of the coronavirus disease (COVID-19), and a few confirmed cases have been reported to be present with halitosis while being actively infected. For instance, the article titled "Oral manifestations in mild-to-moderate cases of COVID-19 viral infection in the adult population" published in the National Library of Medicine in March 2021 stated that halitosis was prevalent in 10.5% of the patients that were included in the survey. A total of 573 COVID-19 individuals were included in the survey, which intended to highlight the oral manifestations that could be seen in mild-to-moderate cases of the disease. The study found that oral symptoms are related to mild-to-moderate cases of COVID-19 infection, and individuals with infectious diseases should have regular dental examinations. Such studies have highlighted the diagnosis and treatment of halitosis amid the pandemic phase, which is in turn expected to boost the market's growth over the coming years.

Furthermore, the factors propelling the growth of the market are the rising prevalence of periodontal diseases; increasing consumption of alcohol and tobacco; medical conditions such as tonsils; and inflammation of the nose, throat, or sinuses. As per the study titled "The Prevalence and Determinant Factors of Oral Halitosis in Northwest Ethiopia: A Cross-Sectional Study" published by Dovepress in 2021, halitosis is reported to be the third most common reason for visiting a dentist, trailing only dental caries and periodontal disease. The prevalence of halitosis among adults worldwide ranged from 22% to 50%. Moreover, as per another article titled "Say Ahhh: Experience and Views on Halitosis Management in the General Public in Victoria, Australia" published in August 2021 by the International Dental Journal, up to 90% of cases of halitosis are caused by intraoral sources, such as tongue coating or periodontitis, while 8% to 10% are due to extraoral factors. When a patient is devoid of intraoral causes of halitosis, it may be a sign of systemic, metabolic, or hereditary illnesses. Thus, the increasing prevalence of halitosis globally is a major factor that is expected to drive the diagnosis and treatment of halitosis in the near future.

Furthermore, persistent bad breath or a bad taste in the mouth may be a warning sign of gum (periodontal) disease, which is closely associated with halitosis. As per an article titled "periodontal disease prevalence, extent, and risk associations in untreated individuals" published in January 2022 by the American Academy of Periodontology (AAP) and the European Federation of Periodontology (EFP), the prevalence of total periodontitis and stage III/IV periodontitis was 85.4% and 48.5%, respectively. The prevalence of CDC/AAP moderate-severe and severe periodontitis was 78.4% and 31.1%, respectively. Therefore, the increasing prevalence of periodontal diseases is expected to drive market growth over the analysis period.

However, a lack of awareness about halitosis and its treatment and the availability of alternative treatments are expected to hamper the market's growth during the forecast period.

Scope of the Report

As per the scope of this report, Halitosis is an oral health problem where the main symptom is bad smelling breath. In most cases, finding the cause of the bad breath is the first step toward treating this preventable condition. The Halitosis Market is segmented by Types (Pathological and Non-pathological), By Treatment (Antacids, Antiseptics, Antiplaque, and Others), By Diagnostic Test (Halimeter, Gas chromatography, BANA test, β-galactosidase activity assay, Other Tests), By Indication (Respiratory Disorders, Liver Disorders, Gastrointestinal Disorders, Kidney Disorders and Others) and Geography (North America, Europe, Asia-Pacific, Middle East & Africa, and South America). The report offers the value (in USD million) for the above segments. The market report also covers the estimated market sizes and trends for 17 different countries across major regions, globally.

By Type
By Treatment
By Diagnostic Test
Gas chromatography
BANA test
β-galactosidase activity assay
Other Tests
By Indication
Respiratory Disorders
Liver Disorders
Gestrointestinal Disorders
Kidney Disorders
By Geography
North America
United States
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
Middle-East and Africa
South Africa
Rest of Middle-East and Africa
South America
Rest of South America

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Key Market Trends

Liver Disorders Segment is Expected to Hold a Major Market Share in the Halitosis Market

The liver disorders segment, by indication, is expected to register significant growth over the analysis period.

Numerous cirrhotic individuals have higher levels of trimethylamine, which contributes to foul breath. "Breath of the dead" is one of the strange signs of fatty liver disease. The breath of the dead, sometimes referred to as Fetor hepaticus, is a persistent odor in the breath that is distinct from regular breath. Fetor hepaticus is directly correlated with hepatitis and liver failure. Since bad breath is commonly associated with liver disorders, the surge in liver diseases is expected to boost the segment's growth over the forecast period.

For instance, according to CDC and National Center for Health Statistics data updated in January 2022, about 4.5 million adults are diagnosed with liver disease, which is approximately 1.8% in the United States alone. As per an article titled "Epidemiology of Liver Diseases in India" published in March 2022, non-alcoholic fatty liver disease (NAFLD) prevalence in the general population varies from 8% to 20% in India. Likewise, cirrhosis prevalence and mortality have increased in recent years in the United States. For instance, as per an article titled "Chronic liver diseases must be reduced worldwide: it is time to act" published in April 2022, cirrhosis accounted for an estimated 1.32 million deaths in 2020. There were an estimated 1.5 billion cases of chronic liver disease worldwide in 2020, including 10.6 million cases of decompensated cirrhosis and 112 million cases of compensated cirrhosis.

Thus, with the increase in liver disease cases, there is an increase in the number of people suffering from bad breath; hence, the halitosis market for the liver disease segment is expected to increase in the forecast period.


North America is Expected to Dominate the Market Over the Forecast Period

The North American market is one of the major contributors to the studied market owing to rising awareness among the population regarding the disease, availability of its treatment in the region, increasing prevalence of halitosis, and a surge in periodontal diseases.

As per the data published by the National Institute of Dental and Craniofacial Research in August 2021, the prevalence of periodontal disease continues to be an important public health problem in the United States as 2 in 5 adults are affected by some form of this disease. Moreover, increasing consumption of tobacco and alcohol is the major factor causing halitosis. For instance, as per the article titled "Influence of tobacco smoking on the development of halitosis" published in the National Library of Medicine in March 2022, after dental caries and periodontal disease, halitosis is ranked as the third most common cause of dental visits in the United States.

Furthermore, companies contribute to the growth of the market by launching new products within the market space. For instance, in 2021, Colgate's Hello Products launched new, sustainable, and natural oral care products such as a reusable toothbrush, infused peppermint oil+coconut oil floss, fresh breath tablets, and mouthwashes in the United States. Additionally, in November 2021, Church & Dwight Co., Inc. signed a definitive agreement to acquire the TheraBreath brand. In the United States, TheraBreath is the second best-selling brand of alcohol-free mouthwash. Thus, such developments are likely to boost the market's growth in the North American region.

Therefore, owing to these factors, North America is believed to have a significant share in the market studied over the forecast period.


Competitive Landscape

The Halitosis market is competitive and consists of several major players. In terms of market share, a few of the major players are currently dominating the market. Some of the companies which are currently dominating the market are Dabur India, Colgate Palmolive, Johnson & Johnson, P&G, Oracare, Dentsply Sirona, Dentaid SL, Church & Dwight, Cipla, Rowpar Pharmaceuticals, and others.

Recent Developments

  • In May 2022, SmartMouth introduced its latest advancement in oral health, SmartMouth Mouth Sore Oral Rinse. The new SmartMouth product still prevents bad breath for 24 hours with just two rinses a day, and it is formulated to effectively soothe oral pain as well.
  • In November 2021, Church & Dwight Co., Inc. signed a definitive agreement to acquire the TheraBreath brand for USD 580 million in cash.

Table of Contents


    1. 1.1 Study Assumptions & Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Rising Prevalence of Periodontal Diseases

      2. 4.2.2 Availability of Wide Range of Products

    3. 4.3 Market Restraints

      1. 4.3.1 Lack of Awareness About Halitosis and its Treatment

      2. 4.3.2 Alternative Treatment

    4. 4.4 Porter's Five Force Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Pathological

      2. 5.1.2 Non-pathological

    2. 5.2 By Treatment

      1. 5.2.1 Antacids

      2. 5.2.2 Antiseptics

      3. 5.2.3 Antiplaque

      4. 5.2.4 Others

    3. 5.3 By Diagnostic Test

      1. 5.3.1 Halimeter

      2. 5.3.2 Gas chromatography

      3. 5.3.3 BANA test

      4. 5.3.4 β-galactosidase activity assay

      5. 5.3.5 Other Tests

    4. 5.4 By Indication

      1. 5.4.1 Respiratory Disorders

      2. 5.4.2 Liver Disorders

      3. 5.4.3 Gestrointestinal Disorders

      4. 5.4.4 Kidney Disorders

      5. 5.4.5 Others

    5. 5.5 By Geography

      1. 5.5.1 North America

        1. United States

        2. Canada

        3. Mexico

      2. 5.5.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Spain

        6. Rest of Europe

      3. 5.5.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.5.4 Middle-East and Africa

        1. GCC

        2. South Africa

        3. Rest of Middle-East and Africa

      5. 5.5.5 South America

        1. Brazil

        2. Argentina

        3. Rest of South America


    1. 6.1 Company Profiles

      1. 6.1.1 Dabur India

      2. 6.1.2 Colgate Palmolive

      3. 6.1.3 Johnson&Johnson

      4. 6.1.4 P&G

      5. 6.1.5 Oracare

      6. 6.1.6 Dentsply Sirona

      7. 6.1.7 Dentaid SL

      8. 6.1.8 Church & Dwight

      9. 6.1.9 Cipla

      10. 6.1.10 Rowpar Pharmaceuticals

    2. *List Not Exhaustive

**Subject to Availability
**Competitive Landscape covers- Business Overview, Financials, Products and Strategies and Recent Developments

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Frequently Asked Questions

The Global Halitosis Market- Growth, Trends, Covid-19 Impact, And Forecasts (2022 - 2027) market is studied from 2019 - 2027.

The Global Halitosis Market- Growth, Trends, Covid-19 Impact, And Forecasts (2022 - 2027) is growing at a CAGR of 12.5% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Dabur India, Colgate Palmolive, Johnson & Johnson, P&G, Oracare are the major companies operating in Global Halitosis Market- Growth, Trends, Covid-19 Impact, And Forecasts (2022 - 2027).

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