Toothpaste Market - Growth, Trends, and Forecast (2020 - 2025)

Global Toothpaste market is segmented by Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online, and Other Distribution Channels), and Geography.

Market Snapshot

Study Period:


Base Year:


Fastest Growing Market:

South America

Largest Market:

Asia Pacific


6.1 %

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Market Overview

The global toothpaste market is projected to grow at a CAGR of 6.1% during the forecast period.

  • Increasing dental problems among children and adults, due to poor eating habits, and the rise in popularity for herbal oral care products are the factors primarily driving the toothpaste market. Moreover, rising premiumization and consumers seeking more targeted solutions are accelerating the growth of the market studied.
  • The rise in consciousness of oral health 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. 
  • Geographically, Asia-Pacific accounts for a major share in the market, mostly because of a strong customer base, coupled with increase in household expenditure and changing lifestyles.


Scope of the Report

The global toothpaste market is segmented by distribution channels as supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retailing and other distribution channels.


By Distribution Channel
Supermarkets/ Hypermarkets
Convenience Stores
Pharmacies and Drug 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 & Africa
South Africa
Saudi Arabia
Rest of Middle East & Africa

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Key Market Trends

Increased Focus on Marketing Activities and Distribution Network

Oral hygiene products, such as toothpaste, toothbrush, and mouth wash, are few of those consumers goods that require the highest reach, 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 the emerging economies. In India, there has been an approximate rise in the number of stores, to 145.5% from 2012 to 2014, in the rural footprint expansion for the oral care brand, Colgate. BASF care chemicals business redefined its distribution channel in Brazil, in 2014. The distribution network is divided among four distributors, where Chemspecs distributes the toothpaste products. This new network optimization is expected to contribute to the growth of the toothpaste market.

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Asia-Pacific Dominates the Global Market

The continuously increasing population, coupled with an increase in levels of household income, has boosted in the consumption power of the consumers. Therefore, the demand for toothpaste products is steadily rising in China. 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 the consumers, as they have started moving from the economic options to high- and middle-tiered ones.

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Competitive Landscape

The toothpaste market is a concentrated market, with a majority of the share held by Colgate-Palmolive, Procter & Gamble, Unilever, and GlaxoSmithKline PLC. However, the market studied comprises of many regional players. The leading players in the toothpaste market enjoy a dominant presence, worldwide. These players focus to leverage opportunities posed by the emerging markets to expand their product portfolio, in order to cater to the requirements for various applications, especially sensitivity or pain relief.

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Table Of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter Five Forces Framework

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products and Services

      5. 4.3.5 Degree of Competition


    1. 5.1 By Distribution Channel

      1. 5.1.1 Supermarkets/ Hypermarkets

      2. 5.1.2 Convenience Stores

      3. 5.1.3 Pharmacies and Drug Stores

      4. 5.1.4 Online

      5. 5.1.5 Other Distribution Channels

    2. 5.2 Geography

      1. 5.2.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.2.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Russia

        5. Italy

        6. Spain

        7. Rest of Europe

      3. 5.2.3 Asia-Pacific

        1. China

        2. India

        3. Rest of Asia-Pacific

      4. 5.2.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.2.5 Middle East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East & Africa

  6. 6. Competitive Landscape

    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble

      2. 6.3.2 Unilever Group

      3. 6.3.3 Colgate-Palmolive

      4. 6.3.4 Glaxosmithkline PLC

      5. 6.3.5 Lion Corporation

      6. 6.3.6 Church & Dwight Co. Inc.

      7. 6.3.7 Sunstar Suisse SA

      8. 6.3.8 Hain Celestial Group Inc.

      9. 6.3.9 Henkel Ag & Company KgaA

      10. 6.3.10 SCIENCE ARTS (Yunnan Baiyao)

  7. *List Not Exhaustive

** Subject to Availability

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