North America Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Sensitive Toothpaste Market Forecast & Analysis. The Market is Segmented by Product Type (Breath Fresheners, Dental Floss, Denture Care, Mouthwashes and Rinses, Toothbrushes and Replacements, and Toothpaste); by Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels); and by Country (United States, Canada, Mexico and Rest of North America). The market size and forecast are provided in terms of value in USD million for the above segments.

North America Oral Care Market Size

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North America Oral Care Market Summary
Study Period 2018 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2018 - 2022
CAGR 5.58 %
Market Concentration High

Major Players

North America Oral Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


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North America Oral Care Market Analysis

The North American oral care market is projected to register a CAGR of 5.58% over the forecast period.

The market is primarily driven by increased oral hygiene routines and expanding internet shopping. Oral care products are increasingly sold online through e-commerce sites. Amazon is the most popular online shopping channel in the North American dental care markets. In recent years, Amazon saw a significant increase in oral care sales in the United States. Personal hygiene and personal care have become increasingly important in consumers' lives. Oral hygiene has become an important aspect of living a healthy lifestyle.

The expanding awareness of oral hygiene, government spending on dental healthcare, and the growing number of small/private clinics contribute to the rapid rise of the oral care market. As per the Canadian Dental Association, in 2021, 84% of Canadians believed that they have good or excellent oral health, and yet, Canada faces challenges in providing dental care services to the most vulnerable segments of its population, i.e., senior citizens, low-income populations, people with special needs, children, indigenous people, new immigrants with refugee status, etc. Research indicates that poor oral health is experienced by those who do not have access to regular dental care. Consumers in North American regions like Canada are concerned about their oral care, driving the demand for oral care products in the country.

The rising affinity towards the use of natural products led key players in the market to innovate products using organic ingredients. Moreover, toothpaste tubes, which are made from plastics, are known to end up in landfills, thereby degrading the environment. Consequently, players implemented solutions catering to environmental concerns.

North America Oral Care Market Trends

This section covers the major market trends shaping the North America Oral Care Market according to our research experts:

The United States Dominates the Regional Oral Care Market

According to the Centers for Disease Control and Prevention, every fourth American live with untreated dental decay, which is expected to become a major health concern in the country. Thus, an increase in the number of oral disorders is becoming a significant concern in the country, which is expected to add to the US oral care industry. Dry mouth, sensitivity, bad breath, and oral infections were the most common oral disorders among Americans, according to research issued by the American Dental Association. This significantly impacts the country's mouthwash, rinse, and toothpaste markets.

The two pillars that drive the rising demand for oral care products are convenience and comfort. Organic and herbal toothpaste are highly appreciated because of their high benefit quotient. Oral care product sales increased in recent years due to the exclusion of added flavors, reduced chemicals, and the ease of cleaning. According to Happi Magazine, based on sales in the United States in 2021, Procter & Gamble was the top toothpaste supplier in the United States. During that time, there were approximately USD 3.19 billion in total toothpaste sales in the United States.

North America Oral Care Market: Oral Health's Connection to Certain Diseases, By Consumer Opinion, in 6, United States, 2021

Increased Demand for Sensitivity or Pain Relief Toothpaste

Sensitivity toothpaste, often known as pain reliever toothpaste, is designed to ease pain and discomfort during brushing. The market for sensitivity or pain relief toothpaste and mouthwash is predicted to grow due to changing eating patterns and the rising demand for oral hygiene products that provide functional advantages rather than just cleaning or brightening. The North American market is fiercely competitive, with several international companies competing for market dominance. The focus of new product innovations is on active substances, and players' primary strategy is technology. With the increasing prevalence of electric toothbrushes and technological developments, as well as growing public awareness about oral health and cleanliness, the toothbrush category is predicted to grow significantly.

North America Oral Care Market: Over the Counter Toothpaste Sales Volume, in Million Units, United States, 2017-2021

North America Oral Care Industry Overview

Oral care is a highly consolidated sector. It is one of the fastest-growing segments of the consumer goods sector, with an increasing number of companies bringing products to market with various applications. Toothpaste manufacturers strategically invest in developing new manufacturing facilities to position themselves in the North American market. They invest extensively to support and promote product creation to achieve a competitive advantage. They form strategic collaborations with others to expand and improve their resources and expertise. The main brands in the market are Colgate-Palmolive Company, Procter & Gamble Co., Unilever PLC, Church & Dwight Co. Inc., and GlaxoSmithKline PLC.

North America Oral Care Market Leaders

  1. Colgate-Palmolive Company

  2. GlaxoSmithKline PLC

  3. Church & Dwight Co. Inc.

  4. Unilever PLC

  5. The Procter & Gamble Company

*Disclaimer: Major Players sorted in no particular order

North America Oral Care Market Concentration
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North America Oral Care Market News

  • In January 2022, Oral-B introduced New Products and Innovations for Better Oral Care Health, Access, and Education across North America. They launched a smart toothbrush Oral-B iO10 with iOSense, the ultimate oral health coach.
  • In March 2021, Colgate-Palmolive launched a new oral care category: CO. by Colgate, an oral beauty collection in North America. Seven complementary goods are included in the bold collection.
  • In February 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.

North America Oral Care 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 Breath Fresheners

      2. 5.1.2 Dental Floss

      3. 5.1.3 Denture Care

      4. 5.1.4 Mouthwashes and Rinses

      5. 5.1.5 Toothbrushes and Replacements

      6. 5.1.6 Toothpaste

    2. 5.2 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 Country

      1. 5.3.1 United States

      2. 5.3.2 Canada

      3. 5.3.3 Mexico

      4. 5.3.4 Rest of North America


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 The Procter & Gamble Company

      2. 6.3.2 Colgate-Palmolive Company

      3. 6.3.3 GSK PLC

      4. 6.3.4 Unilever PLC

      5. 6.3.5 Church & Dwight Co. Inc.

      6. 6.3.6 Sunstar Suisse SA

      7. 6.3.7 Henkel AG & Co. KGaA

      8. 6.3.8 Johnson & Johnson Services Inc.

      9. 6.3.9 Amway

      10. 6.3.10 The Gillette Company

    4. *List Not Exhaustive

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North America Oral Care Industry Segmentation

Oral hygiene is important for maintaining healthy teeth, gums, and breath. Products used for oral hygiene and care are covered under this report. The North American oral care market is segmented by product type, distribution channel, and geography. The market is segmented into product type, distribution channel, and country. By product type, the market is categorized into breath fresheners, dental floss, denture care, mouthwashes or rinses, toothbrushes, replacements, toothpaste, and other product types. The market is also segmented by distribution channel into supermarkets/hypermarkets, convenience stores, pharmacies, and drug stores, online retail stores, and other distribution channels. In terms of geography, the market is segmented into the United States. Canada, Mexico, and the Rest of North America. For each segment, the market sizing and forecasting have been done in value terms of USD million.

Product Type
Breath Fresheners
Dental Floss
Denture Care
Mouthwashes and Rinses
Toothbrushes and Replacements
Distribution Channel
Convenience Stores
Pharmacies and Drug Stores
Online Retail Stores
Other Distribution Channels
United States
Rest of North America
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North America Oral Care Market Research FAQs

The North America Oral Care Market is projected to register a CAGR of 5.58% during the forecast period (2024-2029)

Colgate-Palmolive Company, GlaxoSmithKline PLC, Church & Dwight Co. Inc., Unilever PLC and The Procter & Gamble Company are the major companies operating in the North America Oral Care Market.

The report covers the North America Oral Care Market historical market size for years: 2018, 2019, 2020, 2021, 2022 and 2023. The report also forecasts the North America Oral Care Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

North America Oral Care Industry Report

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

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North America Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)