Oral Care Market Size

Report on Industry Size & Market Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Global Oral Care 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 Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers the market size and values in (USD Million) during the forecasted years for the above segments.

Oral Care Market Size

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Oral Care Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR 6.32 %
Fastest Growing Market Middle East and Africa
Largest Market Asia Pacific
Market Concentration High

Major Players

Oral Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Oral Care Market Analysis

The Oral Care Market is projected to register a CAGR of 6.32% in the next five years.

The oral care market is highly impacted by the rise in the prevalence of dental diseases due to an ageing population. Due to unhealthy food habits and the lack of proper oral hygiene, there has been a rise in tooth decay. This has increased the demand for oral care products that are effective at preventing dental caries. The importance of consulting a dentist when choosing oral care products increases, increasing the demand for these products. Furthermore, according to the American College of Prosthodontists in the United States, a staggering 36 million people are edentulous (don't have teeth), and 120 million are missing at least one tooth. Of the edentulous population, 15% of people avail themselves of dentures yearly. This, in turn, is boosting the sales of oral care products.

Another significant factor impacting the demand for oral care products is product innovations carried out by the key players, along with considerable investments in marketing and promotional activities to reach higher customer bases. For instance, in January 2022, Oral B partnered with Grin App, which provides personalized oral care solutions and promotes the company's products through personalized recommendations for customers across the United States. Moreover, rising consumer awareness about technological innovations is boosting the growth rate of the oral care market globally. In addition, there is a growing consumer preference for electronic toothbrushes, mouthwashes, and dental floss in Western countries, like the United States, Germany, the United Kingdom, and others, which in turn is expected to drive the market.

Oral Care Market Trends

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

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

The rapidly changing lifestyles, improper diets (including sugar-rich diets), and the increased consumption of alcohol and tobacco have made oral health one of the significant public health problems in almost every part of the world. For instance, according to the World Health Organization, oral diseases pose a critical issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. According to the WHO Global Oral Health Status Report (2022), close to 3.5 billion people worldwide are affected by oral diseases, with caries of permanent teeth being the most common condition. With the extensive prevalence of the mentioned problems among consumers, consumers opt for clinically backed and expert-recommended oral care products over randomly available products. Moreover, with the increased expenditure on oral healthcare, such as the rising consumption of oral antiseptics and OTC mouth rinses, consumers worldwide have started taking preventive measures, thus increasing the demand for effective oral care products.

States, 2016-2021

Asia-Pacific Emerged as the Largest Oral Care Market

Consumers of Asian countries such as China, India, 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 oral care, driving the country's demand for oral care products. In 2021, a survey conducted by Japan Dental Association revealed that about 21% of respondents suffer from a position of teeth, 15.9% suffer from swollen/bleeding gums, and 20% revealed that they suffer from dental calculus. These common oral problems among consumers propel the demand for oral care products in the market. On the other hand, Ayurvedic or natural ingredient products mainly drive the oral healthcare segment in India. All major companies in India retail 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 of 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 Geography, Global, 2021

Oral Care Industry Overview

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, Church & Dwight Co., Inc., 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 plaque issues and sensitivity or pain relief. Additionally, key players are now focusing on social media platforms and online distribution channels for online marketing and product advertisement by collaborating with social media influencers and Youtubers to reach a broader consumer base.

Oral Care Market Leaders

  1. Colgate-Palmolive Company

  2. Church & Dwight Co., Inc.

  3. GlaxoSmithKline PLC

  4. Procter & Gamble Company

  5. Unilever PLC

*Disclaimer: Major Players sorted in no particular order

Oral Care Market Concentration
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Oral Care Market News

  • In April 2022, to launch a new electric toothbrush, Colgate partnered with Shopee, one of the leading online shopping platforms in Southeast Asia and Taiwan. The company claims the product has four cleaning modes: squeaky clean, sparkle, gum care, and night spa. This product is only available online in five markets - Singapore, Malaysia, Thailand, Vietnam, and the Philippines.
  • In March 2022, Crest, a toothpaste brand in America owned by P&G, launched a premium toothpaste, 'Crest Densify,' to help prolong the lives of teeth by actively rebuilding their density through re-mineralizing enamel.
  • In January 2022, the Oral B brand of Proctor & Gamble launched its new Oral B iO lineup of brushes. The products iO4 and iO5 electric brushes are designed for deep cleaning embedded with linear magnetic drive, bi-modal innovative pressure sensor, and redesigned brush head, claims the company.

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 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 Strategies Adopted by 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 LG Corporation

      5. 6.3.5 GlaxoSmithKline PLC

      6. 6.3.6 Sunstar Suisse SA

      7. 6.3.7 Lion Corporation

      8. 6.3.8 Henkel AG & Co. KGaA

      9. 6.3.9 Church & Dwight Co. Inc.

      10. 6.3.10 Johnson & Johnson

    4. *List Not Exhaustive

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Oral Care Industry Segmentation

Oral care products are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene. The global oral care market has been segmented based on product types, distribution channels, and geography. Based on product types, the market is segmented into breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements, and toothpaste. The market is segmented based on distribution channels: supermarkets/hypermarkets, convenience stores, pharmacies, 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 & Africa. For each segment, the market sizing and forecast have been done based on value (in 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
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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Oral Care Market Research FAQs

The Oral Care Market is projected to register a CAGR of 6.32% during the forecast period (2024-2029)

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

Middle East and Africa 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 Oral Care Market.

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

The biggest challenges in the Oral Care Industry in emerging markets are a) Increasing affordability concerns b) Limited access to dental care & infrastructure hurdles

Oral Care Industry Report

The global oral care market, led by dental hygiene companies, is experiencing dynamic growth, driven by increased consumer awareness of oral hygiene, technological innovations like smart toothbrushes, and a growing preference for natural, eco-friendly products. Challenges such as intense competition and rising costs are present, but the sector sees opportunities in premium products and market expansion. Trends towards personalized oral care, the popularity of electric toothbrushes, and the use of natural ingredients are reshaping consumer habits. Innovations in smart oral care devices, offering personalized feedback and integration with smart technology, alongside the rise of virtual dental care, highlight the market's evolution towards sustainability and tailor-made oral care solutions. For detailed insights, Mordor Intelligence™ provides comprehensive market forecasts and analysis, available for download as a free report PDF, forecasting growth and outlining key opportunities for dental hygiene companies in the oral care industry.

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