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

The South America 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/Grocery Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels); and Geography (Brazil, Argentina, and Rest of South America). The market size and forecasts are provided in terms of value (USD million) for all the above segments.

South America Oral Care Market Size

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South America Oral Care Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 6.60 %
Market Concentration High

Major Players

South America Oral Care Market

*Disclaimer: Major Players sorted in no particular order


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South America Oral Care Market Analysis

The South America Oral Care Market size is expected to grow from USD 4.21 billion in 2023 to USD 5.80 billion by 2028, at a CAGR of 6.60% during the forecast period (2023-2028).

Toothpaste remains the largest shareholder in the South American oral care market, owing to the number of variants available and the growing preferences for natural, organic, vegan, and herbal toothpaste. Brazil leads the market in the region, attributed to high-level hygiene practices followed by Brazilians. It was found that 66% of the Brazilian population brushes their teeth three times a day, whereas the global average is only 9%. Moreover, the volume of toothpaste used by the Brazilian people is five times higher than the number of brushes in the country.

Various government initiatives are also playing a big role in raising awareness among consumers about oral health and hygiene. For instance, every year, on the 20th of March, World Oral Health Day is celebrated. The theme for the year 2021-23 is 'Be Proud of Your Mouth.' In this campaign, the FDI World Dental Federation focused on raising awareness among consumers about the importance of oral health in all stages of life. The market for oral care is significantly impacted by the rise in dental disease prevalence brought on by an aging population. Tooth decay has increased as a result of poor oral hygiene practices and unhealthy eating habits. This has increased the need for dental caries prevention-focused oral care solutions. When the value of consulting a dentist while selecting oral care products rises, so does consumer demand.

South America Oral Care Market Trends

Increased Demand for New and Innovative Oral Care Products

Various healthcare professionals in the country suggest using oral care products that are natural or organic. Demand for natural and organic oral care products is growing, owing to the side effects of using chemical-rich toothpaste. Awareness among consumers about the use of toothpaste with chemical ingredients in them is leading the market players to use organic and natural sources. Market players are focused on developing new and innovative oral care products with the help of research and development (R&D). Consumers across South America are highly conscious of their oral health. Key players in the sensitivity or pain relief Toothpaste and mouthwash market, such as GlaxoSmithKline Brasil Ltd, are focusing on bringing new products to the retail shelves and are considering investing in offering innovative packaging with eco-friendly options in the related market with interesting innovations like authentic, traditional, enrichment and attractive packaging, thus contributing toward the market demand backed by market growth. Moreover, markets such as Colombia, Nicaragua, Peru, Uruguay, Paraguay, and Costa Rica have been showing a significant increase in value in the rest of the Latin American market.

Oral Care Market - imports of personal care and cosmetics products, in USD million, by segment, Argentina, 2021

Brazil Dominates the Regional Market

Many manufacturers are attracted to the overall market and strategically plan business expansions and partner with small manufacturers to increase market penetration by strengthening product distribution. Corporate giants such as Colgate-Palmolive Company, Procter & Gamble Company, etc., introduced many innovative products that helped prevent COVID-19 and other competitive supplementary goods last year. Moreover, key players are heavily investing in research and development (R&D) and are working to introduce technologically advanced oral care products, such as electric toothbrushes.

Brazilians were more susceptible to halitosis as a result of prolonged mandated mask use during the pandemic, which prompted consumers, especially those in higher socioeconomic levels, to examine their hygiene and self-care practices and adopt a wider selection of oral hygiene products. Through the National Oral Health Policy, the Brazilian Unified Health System (SUS), which is guided by the doctrinal concepts of universal access, comprehensiveness, and equality of care, provides free dental care to Brazilians of all ages (NOHP). The Smiling Brazil policy aims to ensure that Brazilians have access to an oral healthcare network for the promotion, prevention, and restoration of oral health. Family health units (FHU), health units, and mobile dental units (MDU) provide primary care; CEOs (network of specialized Dental Specialties Centers) provide secondary care; and hospitals provide tertiary care. These policies drive the Brazilian oral care market.

Oral Care Market - Personal care product sales, in BRL billion, by segment, South America, 2021

South America Oral Care Industry Overview

The South American oral care market is highly consolidated and is driven by the presence of global companies such as Procter & Gamble, Colgate-Palmolive Company, and Unilever. Manufacturers are investing in launching technologically advanced oral care products in the region. For instance, in 2021, companies like Colgate-Palmolive and Philips used a co-branding strategy to enter South American markets. Many other companies are shifting from traditional manufacturing to sustainable, eco-friendly manufacturing and innovation.

South America Oral Care Market Leaders

  1. Procter & Gamble

  2. Colgate-Palmolive Company

  3. Unilever

  4. GlaxoSmithKline plc

  5. Henkel AG & Co. KGaA

*Disclaimer: Major Players sorted in no particular order

South America Oral Care Market Concentration
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South America Oral Care Market News

  • Feb 2023: Etekcity announced the launch of its cutting-edge, multipurpose sonic electric toothbrush. The company claims that it is a versatile, cost-effective product that features five different brushing modes, a high-performance design, and practical, user-friendly accessories consisting of a travel case, a brush cover, and eight brush heads. The product is made available on its website as well as online distribution channels such as Amazon, etc.
  • Jan 2022: On National Coca-Chewing Day, Bolivian President Luis Arce announced that a production plant would be established for toothpaste made from an alkaloid.
  • Mar 2021: Colgate-Palmolive and Philips started a long-term collaboration to bring the oral care benefits of electric toothbrushes to Latin America. The partnership is limited to certain countries in Latin America. Colgate and Philips will continue commercializing their oral care products separately in other markets. This co-branding helps market reach and establishment at the target place.

South 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/Grocery 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 Brazil

      2. 5.3.2 Argentina

      3. 5.3.3 Rest of South America


    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 Unilever

      2. 6.4.2 GlaxoSmithKline PLC

      3. 6.4.3 Henkel AG & Co. KGaA

      4. 6.4.4 Procter & Gamble

      5. 6.4.5 Sunstar Suisse SA

      6. 6.4.6 Johnson & Johnson

      7. 6.4.7 Dentek Oral Care Inc.

      8. 6.4.8 Dennis Group

      9. 6.4.9 Industrias Condo

      10. 6.4.10 Intradevco Industrial SA

      11. 6.4.11 Etekcity

    5. *List Not Exhaustive


  9. 9. ABOUT US

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South America Oral Care Industry Segmentation

The South American oral care market offers a range of products, including breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements, toothpaste through supermarkets/hypermarkets, convenience/grocery stores, pharmacies, and drug stores, online retail stores, other distribution channels. The study also covers the market analysis of major countries such as Argentina, Brazil, and Rest of South America. The market sizing has been done in value terms in USD for all the abovementioned segments.

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

The South America Oral Care Market is projected to register a CAGR of 6.60% during the forecast period (2024-2029)

Procter & Gamble, Colgate-Palmolive Company, Unilever, GlaxoSmithKline plc and Henkel AG & Co. KGaA are the major companies operating in the South America Oral Care Market.

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

Oral Care in South America Industry Report

Statistics for the 2024 Oral Care in South America market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Oral Care in South America 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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South America Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)