Oral Care Market

2021 Review and Analysis: Oral Care Market by Product Type – Toothbrush, Toothpaste, Mouthwash, Dental Floss, and Denture Care for 2021 – 2031

About the Report

As a result of the increase in prevalence of dental disease worldwide, people are focusing on oral hygiene more than ever before. Coupled with this, the growing awareness regarding the importance of maintaining oral hygiene has led to rise in expenditure on dental healthcare. Product innovation by the key players and their investment in promotional activities and marketing to touch base the maximum consumer base will aid expansion of the global oral care market.

Moreover, the existence of private/small clinics equipped with dental dispensaries are few of the factors fueling oral care sales. However, competitors are facing a surge of competitive pricing and limited consumer awareness of technological innovations is hindering the growth of the oral care or oral hygiene market.

Over the last few years, there has been a remarkable increase in the volume of oral-related medical problems. As indicated by the WHO, oral sicknesses are the fourth costliest illnesses for therapy in developing nations.

Driven by the rising incidence of oral diseases, precautionary oral care products have become substitutions than going for medication. Moreover, increasing spending on oral care is paving way for the expansion of the oral care market.

In its recent edition of the study, ESOMAR-certified market research and consulting firm Future Market Insights (FMI) offers insights into key factors fuelling the demand for oral care products. The report tracks the demand for oral care in 20+ high-growth countries, along with analysing the impact COVID-19 has had on the market.

How Future Outlook of Oral Care Market Compares with Historical Sales?

According the World Health Organization (WHO) over 530 million children suffer from dental disease (dental caries) of primary teeth. The three most common cancers in some of the countries in Asia Pacific include oral cancer such as cancer of the lip or mouth.

Bacterial biofilm formation occur when microorganisms irreversibly attach to and then grow on teeth surface. When biofilm aggregation on dental or gingival tissues happens for a specific timeframe and combined with others factors, it can lead to dental caries or periodontal infection - the key reason for tooth decay.

Because of technological upgrades in the oral care industry, home-use oral care items are easily accessible to shoppers and in a wide range of variety. The toothbrush head is introduced in various structures and sizes; bristles are introduced in various hardness choices (hard, medium, delicate or extra-delicate). Toothpastes are introduced in various groupings of fluoride and extraordinary renditions present characteristic segments, for example, propolis and jua, for explicit purposes, as tooth blanching, dental disintegration control or to decrease affectability. Mouth washes have a restorative or helpful use, only for mouth refreshing or for controlling plaque, gum disease, and dental caries.

Easy accessibility of a wide range of oral care products and effective marketing strategies have been enabling growth in the market.

How Has Oral Care Product Manufacturers Responded to COVID-19?

The oral care market like any other industry had to witness supply-chain disruptions caused amid COVID-19. Restrictions imposed amid lockdown caused the growth trajectory to flatten. However, leading companies continued their production activities despite restrictions since oral care products are classified as essential consumer good items.

Consumers’ purchasing pattern has been shifted to online shopping due to quarantine measures and social distancing protocols which effected the sales of oral care product. As a result some of the leading brands increasing focus on improving their online presence.

Will NV-HAP Prevention Protocols Create Growth Opportunities?

According to the World Health Organization (WHO), about 27.3% of patients conceded in Intensive Care Units (ICUs) fall debilitated to Non-Ventilator Hospital-Acquired Pneumonia (NV-HAP). To counter the frequency of NV-HAP, clinics are commanding administrative conventions for oral preventive consideration in ICUs, which will offer is a worthwhile chance for major parts in the oral care industry to satisfy the developing need for oral care items from the medical clinics. Accordingly, clinics go about as the most rewarding end-use divert in improving income for the makers of oral care items.

How is Increasing Healthcare Investment Fuelling Demand?

The increase in the aging population coupled with the rising prevalence of chronic diseases has been fuelling the demand for effective healthcare infrastructure. Owing to this, healthcare expenditure has increased over the past few years. Oral related problems - being a health issue in 91% of the population among ages 20 to 64 - have propelled the need for oral care products.

Oral care products have proven effective in in providing needed oral care. Also availability of a wide variety of products such as flavored oral care swabs and oral care kits have been enabling growth in the market.

On the other hand, an increase in the number of health facilities and rising disposable income of consumers in developing economies will spur the demand for oral care products.

Growing Awareness Regarding Oral Hygiene Driving Growth

Oral hygiene awareness is one of the major contributors to market growth. Both dentists and key players conduct various seminars and programs to increase awareness about dental hygiene. This is helping players to showcase their product portfolio, thereby fuelling the adoption of oral care products.

There has been a marked shift in the retailing of oral care products across the globe in recent years. Online retailers are gradually being preferred over traditional distributors, retailers, and pharmacies. Purchasing oral care products through e-commerce portals offers several advantages, such as the availability of multi-brand oral care products at relatively lower prices, ease of purchasing, and free shipping. The successful sales of oral care products through e-commerce has prompted increasing investment towards these channels by major market players.

Is Increasing Competition in Oral Care Market Escalating Price Pressure?

The oral care market is highly competitive exhibiting the presence of an increasing number of players operating at the regional level. The emergence of local players in developing markets such as India, China, and Brazil further increases the pricing pressure on global players. Local/regional players offer oral care products at discounted prices as compared to the global players and sell their products through e-commerce channels at low prices, creating pricing pressure on global players.

Why is there High Dependency on Retail/Consumer Stores?

Prominent players in the oral care market are highly dependent on retail stores as they are the immediate customers for manufacturers. Large stores/supermarkets such as Wal-Mart, Target, and Costco have high bargaining strength; the continued trend of consolidation among retailers could thus create a cost and margin pressure on manufacturers. Furthermore, the high bargaining power of buyers may negatively impact the business of manufacturers.

Country Wise Analysis

How big is the Opportunity for Oral Care Market in US?

The oral care market in North America is worth worth multi-billion dollars. It is expected to register growth at a positive pace through the forecast period. Within North America, the U.S. has emerged as a key market. The high spending power of consumers in the U.S. has been enabling sales of oral care products in the country. Also presence of some of the leading players has been supporting expansion in the U.S.

Besides this impressive penetration of online channels have been supporting expansion in the U.S. For instance, Amazon is one of the leading online retail channels in the country. According to the U.S. Centers for Diseases Control and Prevention (CDC), one in every four adults in the U.S. have untreated tooth decay. With the health concern likely to rise, the demand for oral care products will continue rising in the U.S.

What are the Key Trends in India Oral Care Market?

The development of e-Commerce platforms allows customers to browse and order from a range of oral care product offerings provided by vendors through online portals. It makes the shopping experience of buyers calmer and supports in brand retaining and prominence. Online sale results in higher revenue and increase in market share. Furthermore, rise in penetration of e-Commerce is expected to enable vendors to provide a broad range of products in user segments such as teenagers to adults to reach new potential customers and increase the customer base of these products.

The Indian oral care market is majorly driven by selling Ayurvedic or Natural revolution products. Almost all the major companies in India are selling ayurvedic products to attract the consumers. 

How Oral Health Awareness Spread drove the market in Japan?

Consumers of developed countries such as Japan are well versed with oral health practices. Thus oral care products demand is high in the country. According to GlaxoSmithKline, a global pharmaceutical company, the Japanese population is outstanding when it comes to awareness about oral health. Japanese youth and ageing population are highly concerned about their Oral health which is driving the growth of Oral Care Market.

What are the Factors Enabling Oral Care Products Sales in China?

Oral care market in China is in developing phase which offers enormous opportunities for the market players in the country. However, the market is expected to showcase growth due to improved standard of living and increasing awareness about oral hygiene among consumers.

Branded Oral Care Products Exhibiting High Sales in Singapore

Consumers in Singapore are brand conscious, and would rather spend more to ensure the safety and efficacy of a product, rather than looking for economical options to maintain their oral care. This is expected to fuel sales of branded oral care products in the country.

Category Wise Analysis

Why are Toothpastes Considered Top-selling Oral Care Products?

Increasing dental problems among children and adults due to poor eating habits and the rise in popularity for herbal oral care products are the key actors primarily driving toothpaste sales. Moreover, rising premiumization has gotten consumers seeking more targeted solutions. 

The rise in consciousness of oral health has helped vendors introduce oral hygiene product categories, such as teeth-whitening products. One of the popular products used for teeth whitening is whitening toothpaste. Manufacturers offer toothpaste with teeth-whitening attribute, which differs from ordinary toothpaste. To improve market position, manufacturers are constantly focusing on implementing innovative strategies and introducing a broad portfolio of products. 

Which Age Group Accounts for Increasing Sales of Oral Care Products?

The kids segment holds the maximum share in the total oral care market due to prevalence of bad eating habits and the lack of knowledge. The cases of dental illness tend to be a common affliction in the kids segment, which is expected to result in the surge in demand.

Oral Care Products of Low Price Range Accounts for 2/3 of Total Sales

Low price range oral care product are in high demand due the low disposable income in developing countries and lack of knowledge about featured oral care products. However, consumers are moving towards advanced products gradually.

How Convenience Stores is Preferred Sales Channel?

Convenience stores accounted for the largest share in the oral care market in the year 2020. Based on the sales channel, the oral care market is segmented into convenience stores, retail pharmacies, online distribution, and dental dispensaries. In 2020, the convenience stores segment accounted for one third of the oral care market. The large share of consumer stores in case of oral care products can be attributed to the large number of stores across the globe and their easy accessibility. Convenience Stores are preferred due to the nature of usage of oral care product as essentials goods.

Competition Landscape

The oral care market is a concentrated market, as majority of the share is being taken by Colgate-Palmolive, Procter & Gamble, Unilever PLC, and GlaxoSmithKline PLC. However, the market also includes many regional players. The leading players in the market studied enjoy a dominant presence worldwide. These players are focusing on capitalizing on opportunities existing in emerging nations.

Sustainability is another approach being employed by manufacturers in order to gain share within the market. Consumers are beginning to choose brands with a green label and philanthropic endeavors, as a result of which, marketing initiatives and brand habits are expected to shift toward eco-friendly products, augmenting product sales.

  • In April 2020, Perrigo Company plc (Ireland) completed the acquisition of the oral care assets of High Ridge Brands (US), which includes Dr. Fresh, LLC.
  • In April 2020, GlaxoSmithKline Consumer Healthcare Limited (India) merged with Hindustan Unilever Limited (HUL), with HUL responsible for the distribution of GSK’s Consumer Healthcare brands in India, including its leading oral healthcare brand, Sensodyne.
  • In January 2020, Perrigo Company plc’s Ranir subsidiary acquired the assets of Steripod, a leading toothbrush accessory brand, and innovator in the toothbrush protector market, from Bonfit America Inc (US).
  • In 2019, Colgate-Palmolive Company launched Colgate Optic White Renewal Tooth Paste.

Future Market Insights has profiled the following prominent manufacturers in its report:

  • Colgate-Palmolive Company
  • Procter & Gamble Co.
  • Unilever Group
  • Koninklijke Philips N.V.
  • Johnson & Johnson Limited
  • GlaxoSmithKline PLC
  • Amway
  • Dabur
  • Splat Global UK Ltd.
  • Kewalraj & Co.
  • Dentaid
  • Brush with Bamboo
  • Condor
  • The Gillette Company
  • Yangzhou Shuguang Toothbrush Factory
  • Natusana
  • Drogasil S.A.
  • G.Barbosa
  • Royal Brushes Private Limited
  • Alsha Hotel Supplies Pvt. Ltd.
  • Some Other Prominent Players

Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value & ‘000 Kg for Volume

Key Regions Covered

North America, Latin America, Europe, South Asia, East Asia, Middle East & Africa

Key Countries Covered

U.S., Canada, Germany, Italy, France, U.K., Spain, Russia, India, Indonesia, Malaysia, China, Japan, South Korea, GCC, and South Africa

Key Segments Covered

Product Type, Age Group, Price Range, Sales Channel, and Region

Key Companies Profiled

  • Colgate-Palmolive Company
  • Procter & Gamble Co.
  • Unilever Group
  • Koninklijke Philips N.V.
  • Johnson & Johnson Limited
  • GlaxoSmithKline PLC
  • Amway
  • Dabur
  • Splat Global UK Ltd.
  • Kewalraj & Co.

Customization & Pricing

Available upon Request

Key Questions Answered in Report

  • How will the oral care market expand until 2031?

    Future Market Insights projects the global oral care market to register a CAGR of over 5.6% through the 2021-2031 assessment period. Consumer inclination toward convenience, quick solutions, and profound importance for grooming and personal appearance are anticipated to drive the market.

  • Which is the largest market for oral care?

    As per Future Market Insights, developing countries are expected to pivot expansion. However Europe currently holds dominance in the global market.

  • What is the impact of product innovation on oral care sales?

    In recent years, product innovation has taken the lead in generating demand for consumer goods, and consequently, manufacturers are investing in research and development, thereby widening growth prospects in the oral care market.

  • Who are the leading players in the oral care market?

    Some of the leading players operating in the oral care market are Colgate-Palmolive Company, Procter & Gamble Co., Unilever Group, Koninklijke Philips N.V., Johnson & Johnson Limited, GlaxoSmithKline PLC, Amway, Dabur, Splat Global UK Ltd., Kewalraj & Co., Dentaid, Brush with Bamboo,Condor, The Gillette Company, Yangzhou Shuguang Toothbrush Factory, Natusana, Drogasil S.A., G.Barbosa, Royal Brushes Private Limited, and Alsha Hotel Supplies Pvt. Ltd. among others.

Enquiry before Buying

  • Is the research conducted by Future Market Insights?

    Yes, the report has been compiled by expert analysts of Future Market Insights, through a combination of primary and secondary research. To know more about how the research was conducted, you can speak to a research analyst.

  • What research methodology is followed by Future Market Insights?

    Future Market Insights follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

  • Who are the respondents for primary research?

    Future Market Insights speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, and industry experts. For a full list of primary respondents, please reach out to us.

  • What are the sources of secondary research?

    Future Market Insights conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request.

  • Is a sample of this report available for evaluation?

    Yes, you can request a sample, and it will be sent to you through an email.

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Key Segments Covered

Product Type

  • Toothbrush
    • Manual
    • Electric
  • Toothpaste
    • Pastes
    • Gels
    • Powders
    • Polishes
  • Mouthwash
    • Medicated
    • Non-Medicated
  • Dental Floss
    • Waxed
    • Unwaxed
    • Thread
    • Dental Tape
  • Denture Care
    • Cleanser
    • Adhesive
    • Paste
  • Others

Age Group

  • Kids
  • Adults
  • Geriatric  

Price Range

  • High (US$ 100 - 250)
  • Medium (US$ 20 - 100)
  • Low (Below US$ 20)

Sales Channel

  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Drug Stores & Pharmacies
  • Convenience Stores
  • Online Retailers
  • Other Sales Channel


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East & Africa (MEA)

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Oral Care Market