Oral Care Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

The Oral Care Market is Segmented by Product Type (Breath Fresheners, Dental Floss, Denture Care, Mouthwashes and Rinses, Toothbrushes and Replacements, and 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 market size and forecast in USD million for the above segments.

Market Snapshot

Oral Care Market Summary
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Middle East and Africa
Largest Market: Asia Pacific
CAGR: 6.32 %
Oral Care Market Major Players

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Market Overview

The oral care market is projected to register a CAGR of 6.32% during the forecast period, 2022-2027.

Among all personal care products, hand wash and oral care products witnessed major sales growth during the COVID-19 pandemic, while other skincare and beauty products faced a negative impact. Innovation in the sector further contributed to sales growth during 2020. For instance, Colgate-Palmolive reported strong growth across oral care for Q3 2020, owing to premium oral care innovations like Hum by Colgate, Colgate Optic White Renewal, and Colgate Optic White overnight teeth whitening pen.

The oral care market is highly impacted by product innovations carried out by the key players, along with huge investments in marketing and promotional activities to reach higher customer bases. However, lower consumer awareness about technological innovations is hindering the growth rate.

The market is dominated by Asia-Pacific due to the high population, followed by Europe and North America due to the increased preference for premium oral care products. The growing consumer preferences for electronic toothbrushes, mouthwashes, and dental floss in Western countries, like the United States, Germany, and the United Kingdom, are expected to drive the market.

Scope of the Report

Oral care products are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene. The oral care market offers a range of product types, including breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements, and toothpaste. By distribution channel, the market includes supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels. The study also covers the global analysis of North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecast have been done based on value (in USD million).

By Product Type
Breath Fresheners
Dental Floss
Denture Care
Mouthwashes and Rinses
Toothbrushes and Replacements
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
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

Deterring Oral Health Among the Global Population is Popularizing Oral Care Products

The rapidly changing lifestyles and improper diets (including sugar-rich diets) and the increased consumption of alcohol and tobacco have made oral health one of the major public health problems in almost every part of the world. For instance, according to the World Health Organization, oral diseases pose a major issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. The Global Burden of Disease Study 2017 estimated that oral diseases affect close to 3.5 billion people worldwide, with caries of permanent teeth being the most common condition. Moreover, with the increased expenditure on oral healthcare, consumers worldwide have started taking preventive measures, thus increasing the demand for effective oral care products.

Oral Care Market: Oral Health Problems Among Indians, in %, By Type, 2020

Asia-Pacific Emerged as the Largest Oral Care Market

Consumers of Asian countries such as China and Japan are well aware of oral health practices, and thus, the demand for oral care products is high in these countries. As per GlaxoSmithKline, the Japanese population has increased awareness about oral health. Japan's aging population and youth are highly concerned about their oral care, driving the demand for oral care products in the country.

Ayurvedic or natural ingredient products mainly drive the oral healthcare segment in India. All major companies in India sell Ayurvedic products. Consumers in Singapore are brand-conscious and would rather spend more to ensure the safety and efficacy of a product than look for economical options to maintain their oral care. In Australia, e-toothbrushes are perceived as efficient oral care products for all age groups and hold a significant share in the regional market. Owing to these factors, the Asia-Pacific market for oral care products is one of the largest worldwide.

Oral Care Market: Market Size (%), By Region, Global, 2021

Competitive Landscape

The oral care market is concentrated in nature, as most of the share is held by key players such as Colgate-Palmolive, Procter & Gamble, Unilever PLC, and GlaxoSmithKline PLC. However, the market also includes many regional players. The leading players in the market enjoy a dominant presence worldwide. These players focus on leveraging opportunities posed by emerging markets to expand their product portfolios to cater to the requirements for various applications, especially gum and plague issues and sensitivity or pain relief.

Additionally, partnerships with regional dental clinics and dental health associations proved beneficial for the players. For instance, Philips launched the BrushSmart Program in collaboration with the Delta Dental of California and its affiliates. The BrushSmart program is designed to enhance oral care by sharing the brushing behaviors of individuals with dental care professionals.

Major Players

  1. Procter & Gamble

  2. Colgate-Palmolive Company

  3. GlaxoSmithKline PLC

  4. Church & Dwight Co., Inc.

  5. Unilever

Oral Care Market Concentration

Recent Developments

  • In March 2021, Colgate-Palmolive launched an ayurvedic toothpaste in India for people with diabetes. The toothpaste is clinically proven and has ayurvedic ingredients such as Madhunashini, Neem, Jamun Seed Extract, and Amla.
  • In January 2020, Colgate-Palmolive Company launched Colgate Plaqless Pro. This smart electric toothbrush uses newer optic sensor technology that helps in detecting biofilm buildup in the mouth and removing it easily with a brush.
  • In August 2020, Oral-B, the industry leader in oral care innovation, announced the availability of Oral-B iO, a game-changing, completely reimagined, and redesigned rechargeable toothbrush.

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 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 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. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. 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. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Players

    2. 6.2 Strategies Adopted by Leading Players

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Procter & Gamble

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Colgate-Palmolive Company

      4. 6.4.4 LG Corporation

      5. 6.4.5 GlaxoSmithKline PLC

      6. 6.4.6 Sunstar Suisse SA

      7. 6.4.7 Lion Corporation

      8. 6.4.8 Henkel AG & Co. KGaA

      9. 6.4.9 Church & Dwight Co. Inc.

      10. 6.4.10 Johnson & Johnson

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Oral Care Market market is studied from 2016 - 2027.

The Oral Care Market is growing at a CAGR of 6.32% over the next 5 years.

Middle East and Africa is growing at the highest CAGR over 2021- 2026.

Asia Pacific holds highest share in 2021.

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

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