Toothpaste Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

the Report Covers Global Toothpaste Market Share by Brand and is Segmented by Product Type (Bicarbonate of Soda Toothpaste, Standard Toothpaste, Herbal Toothpaste, and Cosmetic Toothpaste), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, 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 Offers the Size and Forecast of the Toothpaste Market in Value (USD Million) for all the Above Segments.

Toothpaste Market Size

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Toothpaste Market Summary
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Study Period 2019 - 2029
Market Size (2024) USD 34.48 Billion
Market Size (2029) USD 50.78 Billion
CAGR (2024 - 2029) 8.05 %
Fastest Growing Market South America
Largest Market Asia-Pacific

Major Players


*Disclaimer: Major Players sorted in no particular order


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Toothpaste Market Analysis

The Toothpaste Market size is estimated at USD 34.48 billion in 2024, and is expected to reach USD 50.78 billion by 2029, growing at a CAGR of 8.05% during the forecast period (2024-2029).

On a short note, increasing dental problems among children and adults due to poor eating habits i.e exposure to fluoride and frequent consumption of sugar-filled or sugar-contained food gradually deteriorate the consumer's tooth health, leading to severe oral health issues like cavities/decay and more. Additionally, the habit of chewing tobacco and consumption of alcohol lead to oral diseases. This prevalence of multiple diseases among consumers worldwide propelled the usage of toothpaste.

Additionally, the rise in oral health consciousness encouraged consumers to use quality oral care products and has helped vendors introduce oral hygiene product categories, like teeth-whitening products. Additionally, consumers worldwide have begun practicing preventive measures due to the increased spending on dental care, which has raised the need for efficient oral care products like tooth whitening toothpaste, medicinal,  ayurvedic toothpaste, and more. For instance, the total household spending on dental services in the United Kingdom has increased considerably in 2021 with GBP 2,201 million when compared to GBP 1,727 million in 2020.

Toothpaste Market Trends

Depleting Oral Health Among the Consumers in the Market

Oral hygiene products, such as toothpaste of different types such as herbal toothpaste, standard toothpaste, and more are expected to drive the market on a positive note. This is mainly due to the prevalence of oral diseases among people across the world, According to the Global Oral Health Status Report 2022 (GOHSR) WHO, although oral problems are generally preventable, oral disorders are the most common non-communicable diseases, affecting nearly half of the global population (3.5 billion people). More cases of oral diseases are thought to exist globally than of the five major non-communicable diseases (NCDs) (mental disorders, cardiovascular diseases, diabetes, chronic respiratory diseases, and malignancies combined). The report reveals that untreated dental caries (tooth decay) alone affects 2.5 billion people. This resulted in frequent dentist visits and increasing expenditure on oral health products like toothpaste driving the market in a positive direction.

Toothpaste Market: Share of Adults Visiting Dentist, in %, By Region, United Kingdom, 2021

Asia-Pacific Dominating the Market

The continuously increasing population, coupled with an increase in household income levels, has boosted the consumption power of consumers. Therefore, the demand for toothpaste products is steadily rising in China, India, and other Asian countries. The National Oral Health Epidemiological Investigation in China has been conducting surveys repeatedly regarding the oral care of the population. It revealed that a major population of the country is suffering from oral problems such as cavities/decay, tooth thinning, bad breath, and other common oral problems. This has resulted in a shift in the choices of toothpaste among consumers, as they have started moving from the economic options to high- and middle-tiered ones. In addition, the local authorities are focusing on implementing measures to ensure oral health by including oral health expenses in health financing schemes in which 95% of the population benefits as a whole, as revealed by WHO in November 2022. In countries such as Japan, the toothpaste market is expanding, as reflected by the growing concerns over oral health among the Japanese aging population and youth

Toothpaste Market: Market Size (%), By Geography, Global, 2021

Toothpaste Industry Overview

The toothpaste market is competitive, with a majority of the share held by Colgate-Palmolive, Procter & Gamble, Unilever, Lion Corporation, and GlaxoSmithKline PLC. However, the market studied comprises many regional players too. The leading players in the toothpaste market enjoy a dominant presence globally. These players are focusing on leveraging opportunities posed by the emerging markets to expand their product portfolio and cater to the requirements for various applications, especially sensitivity or pain relief. However, advanced distribution networks and manufacturing expertise give an upper edge to manufacturers to expand their range of products across the world.

Toothpaste Market Leaders

  1. Lion Corporation

  2. GlaxoSmithKline PLC

  3. Unilever PLC

  4. Procter & Gamble Company

  5. Colgate-Palmolive Company

*Disclaimer: Major Players sorted in no particular order

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Toothpaste Market News

  • In April 2022, Proctor and Gamble company launched its new toothpaste products in the market through the Crest brand. "Crest ProHealth Densify" assists in rebuilding tooth density and provides overall protection from germs. The product is offered in 4.1 oz (116g) packing and provides double enamel protection as per the company's claim.
  • In March 2022, Colgate Palmolive launched its new toothpaste product "Colgate Visible White O2" on a campaign called Smile Out Loud. The product is retailed in India and the company claims the product assists in retaining whitening teeth and provides germ protection to the teeth.
  • In March 2022, the Alacer unit of GlaxoSmithKline company launched its new toothpaste brand Natean in the United States. The products are retailed across Walmart supermarkets. The company claims the product to be vegan-friendly and free from sodium lauryl sulfate, artificial sweeteners, flavors, and dyes.

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 Product Type

      1. 5.1.1 Standard Toothpaste

      2. 5.1.2 Functional/Medicated Toothpaste

    2. 5.2 Category

      1. 5.2.1 Conventional

      2. 5.2.2 Free-From

    3. 5.3 End User

      1. 5.3.1 Kids

      2. 5.3.2 Adults

    4. 5.4 Distribution Channel

      1. 5.4.1 Supermarkets/Hypermarkets

      2. 5.4.2 Convenience/Grocery Stores

      3. 5.4.3 Pharmacies/Drug Stores

      4. 5.4.4 Online Retail Stores

      5. 5.4.5 Other Distribution Channels

    5. 5.5 Geography

      1. 5.5.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.5.2 Europe

        1. United Kingdom

        2. Germany

        3. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.5.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.5.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.5.5 Middle-East and Africa

        1. United Arab Emirates

        2. South Africa

        3. Rest of Middle-East and Africa


    1. 6.1 Strategies Adopted by the Leading Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Company

      2. 6.3.2 Unilever PLC

      3. 6.3.3 Colgate-Palmolive Company

      4. 6.3.4 Glaxosmithkline PLC

      5. 6.3.5 Lion Corporation

      6. 6.3.6 Dabur India Limited

      7. 6.3.7 Church & Dwight Co. Inc.

      8. 6.3.8 Sunstar Suisse SA

      9. 6.3.9 Henkel AG & Co. KGaA

      10. 6.3.10 Science Arts Co Pte Ltd (Yunnan Baiyao)

    4. *List Not Exhaustive

**Subject to Availability
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Toothpaste Industry Segmentation

Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. The global toothpaste market is segmented into product type, category, end user, distribution channel, and geography. By product type, the market is segmented into standard toothpaste and functional/medicated toothpaste. By category, the market is segmented into conventional and free-from. By end user, the market is segmented into kids and adults. In terms of distribution channels, the market is segmented into supermarkets/hypermarkets, convenience/grocery stores, pharmacies/drug stores, online retail stores, and other distribution channels. The report's study covers the global analysis of the major regions, such as North America, Europe, Asia-Pacific, South America, and Middle East, and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Product Type
Standard Toothpaste
Functional/Medicated Toothpaste
End User
Distribution Channel
Convenience/Grocery Stores
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
United Arab Emirates
South Africa
Rest of Middle-East and Africa
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Toothpaste Market Research FAQs

The Toothpaste Market size is expected to reach USD 34.48 billion in 2024 and grow at a CAGR of 8.05% to reach USD 50.78 billion by 2029.

In 2024, the Toothpaste Market size is expected to reach USD 34.48 billion.

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

South America 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 Toothpaste Market.

In 2023, the Toothpaste Market size was estimated at USD 31.91 billion. The report covers the Toothpaste Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Toothpaste Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Toothpaste Industry Report

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

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Toothpaste Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)