Europe Mouthwash Market Growth Outlook to 2031

The Europe mouthwash market size is projected to grow from US$ 2.28 billion in 2024 to US$ 3.21 billion by 2031; the market is expected to register a CAGR of 5.1% during 2025–2031.

Europe Mouthwash Market Analysis

The Europe mouthwash market is influenced by the increasing awareness of oral care, the aging population, and preference toward preventive health care and holistic hygiene practices. The trend is shifting away from the rudimentary cosmetic fresheners with the adoption of therapeutic, multipurpose, and natural formulations that prevent gum disease, sensitivity, whitening, and enamel protection without the use of alcohol and other harsh substances. Western Europe is the most adopted, with Germany being the strongest because of developed dental care systems and regular professional recommendations, whereas Eastern markets are increasing with access to increased access through urbanization and modernization of retail services.

Europe Mouthwash Market Overview

Increased cases of dental problems, such as gum disease and tooth sensitivity, are increasing the demand for therapeutic mouthwashes. The movement toward natural, alcohol-free, and multifunctional formulations is in line with the increase in health awareness and sensitivity toward harsh chemicals.

Europe Mouthwash Market: Strategic Insights

Europe Mouthwash Market Drivers and Opportunities

Market Drivers:

• Increased consumer awareness of oral health and preventive health care: Higher education and awareness levels will encourage the use of mouthwash to maintain a good mouth and prevent diseases.
• Increasing number of dental diseases that need therapeutic oral care products: The increase in the prevalence of gum disease and sensitivity is driving the consumption of special mouthwash for dental health issues.
• Demand trend towards natural and alcohol-free oral care preparations: Consumers are drawn to mild and natural ingredients, not harsh chemicals such as alcohol, to achieve gentler and safer oral hygiene.
• Growth of urban population and rise in disposable incomes: Urbanization and increased purchasing power result in increased use of high-quality and differentiated mouthwash products.
• Access to superior multifunctional mouthwashes: Whitening-protective-anti-bacterial products appeal to consumers who are interested in taking care of their teeth all at once.

Market Opportunities:

• Invention of special mouthwash products that suit specific oral health requirements: Individual formulations, such as sensitivity, whitening, and gum health, have growth potential.
• Increase in the number of e-commerce platforms: Online retailing is convenient, informative, and more expansive, as it increases sales and consumer interest.
• Innovation in natural, organic, and herbal ingredient-based formulations: The growing demand for clean-label and plant-based products by consumers creates new growth opportunities.
• The innovation of the product involves oral care in combination with other cosmetic advantages: Production of a mouthwash that enhances gums, whitens teeth, and freshens the mouth will appeal to the wider market that requires a multipurpose product.

Europe Mouthwash Market Report Segmentation Analysis

The Europe mouthwash market is divided into different segments to give a clearer view of how it works, its growth potential, and the latest trends. Below is the standard segmentation approach used in industry reports:

By Product Type:

• Cosmetic Mouthwash:  There is an increasing consumer demand for teeth whitening, freshening the mouth, and appearance-enhancing oral care to boost confidence and looks.
• Therapeutic Mouthwash: Hydronic models distribute heat evenly and can be integrated with other central heating solutions, which would be attractive in places where there is a system of hot water and harsher climate conditions.

By Flavor:

• Original or Classic
• Mint
• Fresh Tea
• Herbs
• Fruits and Gums
• Others

By Indication:

• Mouth Ulcers
• Gingivitis
• Dry Mouth
• Bad Breath
• Toothache
• Receding Gums
• Whitening
• Cavity Prevention
• Others

By Category:

• Alcohol-Based
• Alcohol-Free

By Active Ingredient:

• Fluoride
• Chlorhexidine
• Essential Oils
• Others

By Distribution Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Online Retail
• Others

By Country:

• Germany
• France
• Italy
• Spain
• UK
• Russia
• Switzerland
• Sweden
• Norway
• Belgium
• Netherlands
• Luxembourg
• Rest of Europe

Germany has the largest consumer population in the region. The fact that the oral care sector is highly developed in the country and that consumer awareness of dental hygiene practices is incredibly high, puts the demand for mouthwash products beyond understanding.  The leadership in Germany is supported by extensive government and healthcare programs, such as oral screening programs that have been initiated by dental associations and healthcare organizations to raise awareness on oral care.

Europe Mouthwash Market Players Density: Understanding Its Impact on Business Dynamics

The Europe Mouthwash Market is growing rapidly, driven by increasing end-user demand due to factors such as evolving consumer preferences, technological advancements, and greater awareness of the product's benefits. As demand rises, businesses are expanding their offerings, innovating to meet consumer needs, and capitalizing on emerging trends, which further fuels market growth.

Europe Mouthwash Market Players Density: Understanding Its Impact on Business Dynamics

High Market Density and Competition

The Europe mouthwash market is characterized by strong competition due to the presence of established manufacturers such as Colgate Palmolive Co, Kenvue Inc, The Procter & Gamble Co, Haleon Plc, Unilever Plc, Sunstar Suisse S.A., Kao Corp, Church & Dwight Co Inc, Himalaya Wellness Co, and LG Household & Health Care Co Ltd.

The high level of competition urges companies to stand out by offering the following:

• Introduce new bio-based and natural ingredient formulations that focus on sustainability and address the increasing consumer preference for organic and chemical-free products.
• Introduce multipurpose versions of mouthwash with intelligent ingredients such as antimicrobial protection, whitener, and enamel protection, which provide better targeted oral health advantages.
• Establish distributor partnerships and use e-commerce and subscription models to enhance accessibility, consumer interaction, and adoption of regular use.

Opportunities and Strategic Moves

• Design customized mouthwash solutions that can meet the varied consumer requirements.
• Diversify product lines to include herbal and natural product lines.
• Make dental professionals endorse and co-brand.
• Enhance presence through e-commerce and direct to consumer.
• Implement new sustainable and eco-friendly packaging innovations in product design.  

Major companies operating in the Europe mouthwash market are:

1. Colgate Palmolive Co
2. Kenvue Inc
3. The Procter & Gamble Co
4. Haleon Plc
5. Unilever Plc
6. Sunstar Suisse S.A.
7. Kao Corp
8. Church & Dwight Co Inc
9. Himalaya Wellness Co
10. LG Household & Health Care Co Ltd

Disclaimer: The companies listed above are not ranked in any particular order.

Other companies analyzed during the course of research:

1. Johnson & Johnson Inc
2. Reckitt
3. Lion Corporation
4. JNTL Consumer Health (India) Private Limited
5. Uniray Life Sciences
6. The Humble Co. AB
7. Amway Corporation
8. GlaxoSmithKline plc
9. Caldwell Consumer Health, LLC
10. Uncle Harry's Natural Products

Europe Mouthwash Market News and Recent Developments

• Colgate Total Sets a New Standard in Comprehensive Oral Care with the Launch of the Active Prevention System: Colgate-Palmolive launched the Colgate Total Active Prevention System, a revolutionary three-product system designed to empower consumers to take control of their oral health with a preventative solution. The system includes a reformulated toothpaste, a state-of-the-art toothbrush, and a mouthwash that work together to fight and reduce bacteria effectively.
• Corsodyl launched a brand-new Gum Strength & Protect line: Corsodyl launched a new Gum Strength & Protect line, featuring two toothpastes and a daily mouthwash, which are clinically proven to protect against gum problems. This range aims to meet the consumer demand for oral care solutions that help proactively manage gum health and prevent issues related to poor oral hygiene.

Europe Mouthwash Market Report Coverage and Deliverables

The "Europe Mouthwash Market Size and Forecast (2021–2031)" report provides a detailed analysis of the market covering the following areas:

• Europe mouthwash market size and forecast at the regional and country levels for all the key market segments covered under the scope
• Europe mouthwash market trends, as well as market dynamics such as drivers, restraints, and key opportunities
• Detailed Porter's five forces and SWOT analysis
• Europe mouthwash market analysis covering key market trends, regional framework, major players, regulations, and recent market developments
• Industry landscape and competition analysis covering market concentration, heat map analysis, prominent players, and recent developments for the Europe mouthwash market
• Detailed company profiles