Global Oral Care Market Size, Share & Trends Analysis Report, By Product (Toothbrush, Toothpaste, Mouthwash/Rinse, Denture Products, Dental Accessories), By Distribution Channel, By Region- Global Industry Analysis, Share, Growth, Regional Outlook and Forecasts, 2024-2033

The global oral care market size was exhibited at USD 37.80 billion in 2023 and is projected to hit around USD 72.98 billion by 2033, growing at a CAGR of 6.8% during the forecast period of 2024 to 2033.

Key Takeaways:

• The Asia Pacific dominated the market with the revenue share of a 41.0% in 2023
• Based on product, the toothbrush segment held the market with the largest revenue share of 26% in 2023.
• Based on distribution channel, the supermarkets/hypermarkets segment held the largest market share in 2023.

Oral Care Market: Overview 

The oral care market is witnessing steady growth globally, driven by increasing awareness of oral health and hygiene, rising disposable incomes, and advancements in oral care products and technologies. This overview will delve into key factors influencing the oral care market, including market trends, growth drivers, challenges, and future prospects.

Oral Care Market Growth

The growth of the oral care market is propelled by several key factors. Firstly, heightened awareness of oral hygiene and health has led to an increased demand for oral care products globally. Rising disposable incomes, especially in emerging economies, have expanded the consumer base for these products. Furthermore, advancements in oral care technologies and formulations have resulted in the development of innovative products that cater to diverse consumer needs. Additionally, the growing prevalence of dental conditions such as cavities and gum disease has underscored the importance of preventive oral care measures, further driving market growth. Moreover, changing lifestyles, urbanization, and adoption of western habits have fueled the demand for oral care products, particularly in developing regions. These growth factors collectively contribute to the robust expansion of the oral care market, presenting lucrative opportunities for manufacturers and retailers alike.

Oral Care Market Report Scope

Oral Care Market Dynamics

• Consumer Awareness and Education:

One of the primary dynamics shaping the oral care market is the increasing awareness and education regarding oral health among consumers. With the availability of information through various channels such as social media, healthcare campaigns, and dental professionals, consumers are becoming more conscious about the importance of maintaining good oral hygiene. This heightened awareness has led to a shift in consumer preferences towards preventive oral care products and treatments. Moreover, consumers are actively seeking products that address specific oral health concerns, such as tooth sensitivity, gum problems, and bad breath.

• Technological Advancements and Product Innovation:

Another significant dynamic driving the oral care market is technological advancements and product innovation. The industry is witnessing continuous innovation in oral care products, including toothpaste, toothbrushes, mouthwashes, and dental floss, among others. Advancements in materials science, manufacturing processes, and dental technologies have enabled the development of products that offer superior cleaning, whitening, and protection against oral health issues. For instance, the introduction of electric toothbrushes with features such as pressure sensors, timers, and connectivity to mobile apps has gained popularity among consumers seeking more effective and convenient oral hygiene solutions. Additionally, there is a growing demand for natural and organic oral care products, leading to the development of formulations free from harsh chemicals and artificial additives.

Oral Care Market Restraint

• Regulatory Compliance Challenges:

A major restraint in the oral care market is the complex regulatory landscape governing the manufacturing, labeling, and marketing of oral care products. Regulatory requirements vary across different regions and countries, posing challenges for manufacturers to ensure compliance with diverse standards and regulations. Additionally, stringent regulations regarding the safety and efficacy of oral care products necessitate extensive testing and documentation, leading to increased costs and time-to-market for new product launches. Non-compliance with regulatory requirements can result in product recalls, fines, and damage to brand reputation, further complicating market entry and expansion strategies for manufacturers.

• Pricing Pressures and Competitive Landscape:

Pricing pressures and intense competition pose significant challenges for players in the oral care market. With numerous brands competing for market share, price sensitivity among consumers is high, leading to price wars and downward pressure on profit margins. Moreover, the presence of both established multinational companies and smaller regional players intensifies competition, resulting in aggressive marketing tactics and promotional activities. Additionally, the proliferation of private label brands and counterfeit products further exacerbates pricing pressures and erodes brand loyalty. 

Oral Care Market Opportunity

• Growing Emphasis on Cosmetic Dentistry:

One prominent opportunity within the oral care market lies in the growing emphasis on cosmetic dentistry procedures and products. With increasing awareness of aesthetic dental treatments and the desire for a brighter, more attractive smile, there is a rising demand for cosmetic dental procedures such as teeth whitening, dental veneers, and orthodontic treatments. This trend presents opportunities for oral care product manufacturers to develop innovative whitening toothpaste, enamel-strengthening treatments, and other cosmetic oral care products to cater to consumer preferences. Moreover, the advent of advanced dental technologies such as laser dentistry and 3D printing enables the creation of customized and minimally invasive cosmetic dental solutions, further expanding the market opportunities in this segment.

• Growing Aging Population and Oral Health Concerns:

Another significant opportunity within the oral care market is the growing aging population and associated oral health concerns. As the global population ages, the prevalence of age-related oral health issues such as tooth decay, gum disease, and tooth loss increases. This demographic shift presents opportunities for oral care product manufacturers to develop specialized products targeting the unique oral health needs of older adults, such as sensitive teeth toothpaste, denture care products, and oral moisturizers for dry mouth. Additionally, there is a growing demand for preventive oral care products and treatments to maintain oral health and quality of life in the elderly population.

Oral Care Market Challenges

• Consumer Skepticism and Product Efficacy:

A notable challenge in the oral care market is consumer skepticism regarding the efficacy of certain oral care products. Despite extensive marketing efforts and claims made by manufacturers, consumers may question the effectiveness of certain products in delivering the promised benefits, such as cavity prevention, plaque removal, or teeth whitening. This skepticism can stem from past experiences with ineffective products, conflicting information from dental professionals, or concerns about the safety of certain ingredients. 

• Regulatory Compliance and Safety Standards:

Another significant challenge facing the oral care market is ensuring compliance with regulatory standards and safety requirements. Regulatory bodies worldwide impose strict regulations governing the formulation, manufacturing, labeling, and marketing of oral care products to safeguard consumer health and safety. Manufacturers must navigate a complex landscape of regulations and standards, including those related to ingredient safety, product labeling, and advertising claims. Failure to comply with regulatory requirements can result in product recalls, fines, and reputational damage, posing significant challenges for market entry and expansion.

Segments Insights:

Product Insights

Based on product, the toothbrush segment held the market with the largest revenue share of 26.0% in 2023. Manual toothbrushes are the traditional products; however, the introduction of innovative products, such as electric toothbrushes, has increased their adoption. Advanced features, such as rapid and automatic bristle motions, have resulted in a higher adoption of electric toothbrushes. For instance, In January 2024, Laifen Tech launched Laifen Wave Electric Toothbrushes that work on its proprietary technology, Laifen Wave, which provides 3x higher-brushing efficiency.

The toothbrush segment is expected to register the fastest CAGR over the forecast period. The growing adoption of electric and battery-powered toothbrushes is expected to deliver significant growth in the segment. Leading companies are developing an advanced range of manual as well as powered toothbrushes for both adults and children which is expected to drive growth. For instance, in November 2022, quip launched a rechargeable electric toothbrush that can retain its battery for up to three months. Furthermore, the launch of new-age toothpaste in the market is one of the key market trends. Labelling claims such as ethical labelling techniques and cruelty-free vegan ingredients are gaining immense market traction.

Distribution Channel Insights

Based on distribution channel, the supermarkets/hypermarkets segment held the largest market share in 2023. This is due to the wide availability of supermarkets and hypermarkets across the globe. In addition, these stores offer a range of bulk discounts that reduce the cost-pressure on retail stores and consumers. Moreover, these stores are often run by corporations and institutions with immense capital, which drives growth and allows for rapid expansion. For instance, in January 2024, Lidl, a German supermarket chain, announced to open of a store in Queens, New York. By this opening, Lidl achieved its 174th store in the U.S.

The online retail segment is projected to register the fastest CAGR during the forecast period. Key companies such as Walmart, Amazon, Flipkart, and others often give deep discounts on oral care products that drive market growth. In addition, small-scale retailers often depend on online sales and discounts, which further augments their growth. According to an article by Elsevier B.V., in 2023, online shoppers had a higher frequency of shopping than their in-store counterparts. Furthermore, in August 2023, Zepto, an online direct-to-consumer brand in India, raised USD 200 million to expand its geographic reach.

Regional Insights

The Asia Pacific dominated the market with the revenue share of a 41.0% in 2023 and is anticipated to grow at a significant CAGR over the forecast period. This high share is attributable to its large population, which propels the demand for basic oral care products. According to an article by the United Nations Population Fund in July 2022, Asia-Pacific houses more than half of the global population. Two key countries in the region, India and China are two economies with each more than a billion population. Furthermore, product innovation and acceptance of novel products are expected to have a positive impact on the market. For instance, in March 2023, Dabur India launched its charcoal toothpaste range, with its marketing campaign targeted towards millennials and Gen Z.

The China market is expected to grow at the fastest CAGR over the forecast period, due to growing awareness of oral health in the younger generation and government policies to promote good health. The Healthy China 2033 Blueprint was launched, which underlined the importance of developing comprehensive oral care hygiene in the local population.

The Japan market is expected to grow at the fastest CAGR over the forecast period, due to rapidly growing aging population susceptible to dental diseases. According to a news article in September 2023, 29.1% of 125 million population in the country is aged over 65.

The India market is expected to grow at the fastest CAGR over the forecast period, due to growing adoption of oral healthcare practices and initiatives undertaken by the government to improve dental hygiene. For instance, in March 2023, the National Oral Health Program was launched to prevent-control-and manage the oral disease burden in India.

The Thailand market is expected to grow at the fastest CAGR over the forecast period, due to the growing healthcare coverage and strategic initiatives undertaken by key players. For instance, in April 2022, Colgate partnered with Shopee in Thailand, Vietnam, and other Southeast Asian countries to increase its technologically advanced oral care product footprint.

North America dominated the market with the largest revenue share in 2023 and it is expected to witness significant CAGR over the forecast period. Some of the key factors driving market growth are increasing oral health awareness, rising trends of dental aesthetics, innovation in product formulations, and growing prominence of preventive healthcare practices through dental care programs. According to the Government of Canada’s article in January 2024, the Canadian Dental Care Plan (CDCP) is expected to ease the financial barriers to access oral healthcare in residents with annual adjusted income of less than CAD 9,000 or who do not have access to dental insurance.

The U.S. market. is expected to grow at the fastest CAGR over the forecast period, due to growing awareness related to preventing dental diseases and an increasing number of product innovations. For instance, in January 2023, the Y-Brush was launched in the U.S. with adult and kid options. Moreover, the product was developed in four years with a team of dentists to meet the recommended brushing standards.

The UK market is expected to grow at the fastest CAGR over the forecast period, due to a growing aging population susceptible to dental diseases. According to the Great British Oral Health Report in 2022, nearly half of the country’s population showcased gum diseases.

The France market is expected to grow at the fastest CAGR over the forecast period, due to heightened consumer awareness around dental hygiene. Moreover, growing product innovation and acceptability towards electric toothbrushes and natural oral care products is expected to have a positive impact on market growth.

The Germany market is expected to grow at the fastest CAGR over the forecast period, due to a developed and well-regulated dental services industry. According to a report, the country has nearly 80,000 licensed dentists, and both public and private healthcare insurance plans primarily cover dental care.

The Saudi Arabia market is expected to grow at the fastest CAGR over the forecast period, due to an increasing burden of oral diseases, an aging population susceptible to gum issues, and technological advancements. According to a report from the United Nations, the country’s geriatric population is expected to increase five-fold between 2020 to 2050, to reach 10.5 million by 2050.

The Kuwait market is expected to grow at the fastest CAGR over the forecast period, due to a growing e-commerce industry in the country, allowing new-age companies to market their oral care range. Furthermore, the growing number of internet users in the country is expected to drive growth. For instance, in 2022, the country had more than four million active internet users.

Key Oral Care Company Insights

Some of the key players operating in the market include Colgate-Palmolive Company, GSK plc., Procter and Gamble, and Johnson & Johnson Services, Inc.

• Colgate-Palmolive Company specializes in personal care, oral care, home care, and pet nutrition products. Some of the brands offered by the company are Colgate, Palmolive, Softsoap, Mennen, Protex, Kolynos, Irish Spring, Sorriso, Elmex, Ajax, Tom’s of Maine, Axion, Hill’s Science Diet, Suavitel, Soupline, and Hill’s Prescription Diet. The company operates in more than 75 countries, and its products are sold in over 200 countries and territories
• GSK plc offers nutrition, oral care, skin health, and wellness products. The company has a presence in 115 countries worldwide. The company markets one of the leading product lines of oral care, i.e., Sensodyne. However, in July 2022, GSK exited the consumer healthcare business and founded an independent company, Haleon plc, to manage the portfolio of oral care products, amongst others

Ojook, and Burst are some of the emerging market participants in the market.

• Ojook is a new-age company with its signature product, a toothpaste from nano-hydroxyapatite (nHA) and bamboo salt. It is marketed as a natural treatment for mouth sores and gum inflammation
• Burst provides several oral care products for brushing, flossing, whitening, and wellness. The company adopts an omnichannel distribution approach while partnering with influencers to increase its product penetration

Recent Developments

• In November 2023, Lion Corporation launched its new toothpaste range, Dent Health Medicated Toothpaste DX. The toothpaste prevents periodontal diseases and cavities, thus addressing key reasons for tooth loss
• In September 2023, Lion Corporation launched a range of CLINICA PRO Toothbrush Rubber Heads. The range features rubbery bristles and is available in soft and medium bristle power
• In August 2023, Brushee, a new-age player in the global market, launched a 3-in-1 product that features a toothbrush, pick, and dental floss, facilitating consumer oral health while travelling

Some of the prominent players in the oral care market include:

• Colgate-Palmolive Company
• GSK plc
• Johnson & Johnson Services, Inc
• Church & Dwight Co., Inc.
• Procter & Gamble
• Unilever PLC
• GC Corporation
• Lion Corporation
• Henkel AG & Co. KGaA
• Sunstar Suisse S.A.

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Nova one advisor, Inc. has segmented the global oral care market.

Product

• Toothbrush        

• • Manual
  • Electric (Rechargeable)
  • Battery-powered (Non-rechargeable)
  • Others

• Toothpaste

• • Gel
  • Polish
  • Paste
  • Powder

• Mouthwash/Rinse        

• • Medicated
  • Non-medicated

• Denture Products         

• • Cleaners
  • Fixatives
  • Floss
  • Others

• Dental Accessories       

• • Cosmetic Whitening Products
  • Fresh Breath Dental Chewing Gum
  • Tongue Scrapers
  • Fresh Breath Strips
  • Others

• • • Oral Irrigators

• • • • Countertop
      • Cordless

• • • Mouth Freshener Sprays

Distribution Channel

• Hypermarkets/Supermarkets
• Pharmacies and drug stores
• Convenience Stores
• Online retail stores
• Other

By Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East & Africa (MEA)