Toothpaste Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Toothpaste Market 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.

Market Snapshot

toothpaste market
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: South America
Largest Market: Asia-Pacific
CAGR: 6.4 %

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Market Overview

The global toothpaste market is projected to record a CAGR of 6.4% during the forecast period 2022-2027.

The COVID-19 pandemic exerted a limited impact on the global toothpaste market since this category comes under essential goods and services, and movement of such products through borders was allowed with limited to no restriction. Demand for toothpaste was high during the pandemic, in line with attention toward oral hygiene doubling, which, in turn, increased the usage of toothpaste among consumers. Moreover, consumers were more inclined toward brands that provided offers on additional purchases and products with natural or organic ingredients, such as neem, tulsi, aloe vera, etc., which saw high demand.

Over the medium term, increasing dental problems among children and adults due to poor eating habits and the rise in the popularity of herbal oral care products are expected to drive the toothpaste market. Moreover, rising premiumization and consumers seeking more targeted solutions are accelerating the growth of the market studied.

The rise in oral health consciousness has helped vendors introduce oral hygiene product categories, like teeth-whitening products. One of the popular products used for teeth whitening is whitening toothpaste. Manufacturers offer toothpaste with teeth-whitening functionality that differs from ordinary toothpaste.

Scope of the Report

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 by product into bicarbonate of soda toothpaste, standard toothpaste, herbal toothpaste, and cosmetic toothpaste. By distribution channels, the market is segmented into supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels. By geography, the market is segmented into 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).

By Product Type
Bicarbonate of Soda Toothpaste
Standard Toothpaste
Herbal Toothpaste
Cosmetic Toothpaste
By Distribution Channel
Convenience Stores
Pharmacies and Drug Stores
Online Retail Stores
Other Distribution Channels
By Geography
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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Key Market Trends

Oral Health among Population Declining

Oral hygiene products, such as toothpaste, toothbrush, and mouthwash, are some consumer goods that require the highest reach and are expected to drive the oral care market. In order to widen their presence, key players in toothpaste products are constantly re-investing their profits in marketing and distribution networks, especially in emerging economies. Asian and North American consumers highly drive the toothpaste market as they mainly prefer using herbal or organic toothpaste or oral care products with ingredients such as neem, tulsi, aloe vera, mind, clove, etc. present. Also, several giant manufacturers are launching various herbal and flavored toothpaste products, especially to attract consumers in the age group 5-12. According to a survey conducted in 2020 among 11,000 respondents across India by fitness technology company GOQii, cavities and decay (17.33%) were the most common oral health problems. Cavities, decay, and foul breath appeared to be the most common oral health problems among the population.​

Toothpaste Market1

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. 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 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. As per GlaxoSmithKline, a global pharmaceutical company, the awareness of teeth among the Japanese population is outstanding.​

Toothpaste Market 2

Competitive Landscape

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.

Recent Developments

· In 2020, Colgate Palmolive Company launched its new product, New Colgate® Optic White®, for teeth whitening. This new product is part of an oral beauty collection to give a glow to the teeth, which highly encourages the new generations.

· In 2020, Perrigo Company PLC declared its acquisition of the High Ridge Brands of oral self-care assets. This acquisition is focusing on global consumers concerned about self-care, which is a great growth opportunity for the company. It will also enable the company to hold a major share in the American toothpaste market.

· In 2020, Church & Dwight launched the latest toothpaste in its “Essentials Toothpaste” product line for Dental Professionals. This product offers natural ingredients like 100% natural baking soda and contains fluoride for preventing caries. It also has naturally sourced calcium for repairing the surface of the enamel. The company launched this product to cater to the increasing consumer demand for natural ingredients, which, in turn, can boost the market’s growth globally.

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 By Product Type

      1. 5.1.1 Bicarbonate of Soda Toothpaste

      2. 5.1.2 Standard Toothpaste

      3. 5.1.3 Herbal Toothpaste

      4. 5.1.4 Cosmetic Toothpaste

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Pharmacies and Drug Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 By 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. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        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. United Arab Emirates

        2. South Africa

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Procter & Gamble

      2. 6.4.2 Unilever Group

      3. 6.4.3 Boston Beer Company

      4. 6.4.4 Colgate-Palmolive

      5. 6.4.5 Glaxosmithkline PLC

      6. 6.4.6 Lion Corporation

      7. 6.4.7 Church & Dwight Co. Inc.

      8. 6.4.8 Sunstar Suisse SA

      9. 6.4.9 Henkel Ag & Company KgaA

      10. 6.4.10 Science Arts (Yunnan Baiyao)

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Toothpaste Market market is studied from 2016 - 2027.

The Toothpaste Market is growing at a CAGR of 6.4% over the next 5 years.

South America is growing at the highest CAGR over 2021- 2026.

Asia-Pacific holds highest share in 2021.

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

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