Mouthwash Market Trends, Size & Forecast to 2031

The mouthwash market size is projected to reach US$ 13.65 billion by 2031 from US$ 9.36 billion in 2024. The market is expected to register a CAGR of 5.6% during 2025–2031.

Mouthwash Market Analysis

Innovation of products, such as multifunctional and therapeutic preparations, such as teeth whitening and enamel protection, and the increased popularity of natural and organic ingredients, fuel market expansion. The market is fairly consolidated, with the top multinational corporations dominating the market with research investments and good distribution channels.

Mouthwash Market Overview

The rising prevalence of dental problems such as cavities, gingivitis, and bad breath is the driving force behind the mouthwash market. The increasing health awareness prompts consumers to embrace the use of mouthwash that has been recommended by dental practitioners. New product formulations, such as natural, alcohol-free, fluoride-free, and herbal versions, are in response to the changing consumer demands of safer and multifunctional products. The growing e-commerce market contributes to the increase in the accessibility of the products, whereas social media and advertisements contribute to the rise in consumer interaction.

Mouthwash Market: Strategic Insights

Mouthwash Market Drivers and Opportunities

Market Drivers:

• Rising awareness of consumers on oral hygiene and maintenance of dental health: The increase in knowledge leads to a rise in the use of mouthwash as a part of oral hygiene practices and cavity prevention.
• Increasing prevalence of dental issues: The rising incidences of gum diseases, plaque, and bad breath aggravate the use of mouthwash across the world.
• Creation of whitening and therapeutic multifunctional mouthwash: Innovations brings together cosmetic and health functions that appeal to consumers who want to enjoy the benefits of oral freshness and dental protection at the same time.
• Surging demand for natural and alcohol-free oral care formulations: Consumers want products with fewer risks, milder, with health-conscious and sensitivity issues, and are in favor of the development of herbal and fluoride mouthwash variants.

Market Opportunities:

• Innovating products that involve 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.
• Tapping the untapped emerging markets where oral health awareness is on the rise: Informing developing regions on oral hygiene will result in new consumer adoption and an increase in total market volume.
• Growing popularity of herbal and organic mouthwash preparations: Natural ingredients trend creates potential for organic product lines that will attract health-conscious and environmental conscious consumers.

Mouthwash Market Report Segmentation Analysis

The mouthwash market is divided into different segments to give a clearer view of 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 Geography:

• North America
• Europe
• Asia Pacific
• Middle East & Africa
• South & Central America

Mouthwash Market Regional Insights

The regional trends and factors influencing the Mouthwash Market throughout the forecast period have been thoroughly explained by the analysts at The Insight Partners. This section also discusses Mouthwash Market segments and geography across North America, Europe, Asia Pacific, Middle East and Africa, and South and Central America.

Mouthwash Market Report Scope

Mouthwash Market Players Density: Understanding Its Impact on Business Dynamics

The 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.

Mouthwash Market Share Analysis by Geography

With increasing awareness regarding oral hygiene and a growing urban population, the mouthwash market in APAC has a strong foothold. Also, mouthwash providers in South & Central America and the Middle East and Africa have untapped opportunities to expand.

The mouthwash market growth differs in each region due to the rate of economic development, oral disease prevalence, and consumer preferences. Below is a summary of market share and trends by region:

1. North America

• Market Share: Holds a significant share of the global market
• Key Drivers:
  • Consumers are spending a lot on oral care and high-quality products
  • Effective dentist prescriptions that support the use of mouthwash
  • Growing incidences of tooth ailments such as cavities and gingivitis
• Trends: Increased demand for natural, alcohol-free, and fluoride-free formulations

2. Europe

• Market Share: Substantial market share owing to the increasing consumer consciousness on oral health and hygiene
• Key Drivers:
  • Rising age-related population with more oral health requirements
  • Surging demand for premium, herbal, and organic mouthwash products
  • Good dental care facilities and expert dental services.
• Trends: Increase in online stores and e-commerce

3. Asia Pacific

• Market Share: The fastest-growing region with an increasing market share annually
• Key Drivers:
  • Blistering urbanization and the increasing disposable incomes
  • Rising oral health awareness and preventive dental care
  • Tendency to use herbal and traditional preparations of natural ingredients
• Trends: Move to non-chemical, alcohol-free, organic

4. Middle East and Africa

• Market Share: Growing market with steady progress
• Key Drivers:
  • Increasing oral hygiene awareness through campaigns and social media
  • Diversifying retail infrastructure and supermarket presence
• Trends: Expansion of premium products having increased oral care advantages

5. South and Central America

• Market Share: Smaller market share, growing at a rapid pace
• Key Drivers:
  • Rising dental care awareness
  • Soaring middle-class population, whereby the disposable income is increasing
• Trends: Marketability of multifunctional mouthwash products

Mouthwash Market Players Density: Understanding Its Impact on Business Dynamics

High Market Density and Competition

Competition is intense due to the presence of established players 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.

This high level of competition urges companies to stand out by:

• Create natural and organic mouthwash products that focus on sustainability and fulfill the emerging consumer demand for products that are environmentally friendly.
• Be creative with special therapeutic components such as antibacterial agents and fluoride infusions to address the unique oral health demands and enhance the effectiveness of the products.
• Establish strategic alliances with online stores and retail stores to increase distribution channels and market coverage with a variety of differentiated products.

Opportunities and Strategic Moves

• Eco-friendly and biodegradable packaging alternatives should be diversified to minimize wastage.
• Print recyclable labels and packaging material locally to be sustainable.
• Cooperate with the key online retailers to boost the online sales potential.
• Include built-in authentication and anti-counterfeit measures for products.
• Install intelligent, automated computerized packaging and printing equipment.

Major companies operating in the 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

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 growing consumer demand for oral care solutions that help proactively manage gum health and prevent issues related to poor oral hygiene.

Mouthwash Market Report Coverage and Deliverables

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

• Mouthwash market size and forecast at global, regional, and country levels for all market segments covered under the scope
• Mouthwash market trends, as well as market dynamics such as drivers, restraints, and key opportunities
• Detailed Porter's five forces analysis and SWOT analysis
• Mouthwash market analysis covering market trends, global and 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 mouthwash market
• Detailed company profiles