$4550
The mouthwash market was valued at US$ 5,980.35 million in 2019 and is projected to reach US$ 9,272.13 million by 2027; it is expected to grow at a CAGR of 5.7% from 2020 to 2027.
Mouthwash, also referred as oral rinse or mouth rinse, is a liquid passively held, gargled, and swished in mouth. The product is mainly used as antiseptic and plays a vital role in oral hygiene. Moreover, mouthwashes are recommended for bad breath, canker sores, dental carries, and mouth ulcers. Further, post-surgical applications of mouthwash prevents oral infection and boosts the recovery process. The growth of the mouthwash market is primarily attributed to the factors such as increasing prevalence of dental conditions and rising number of oral hygiene programs worldwide. However, adverse effects associated to excessive utilization of mouthwash restrains the growth of the market.
As mouthwash plays prominent role in the protection of mouth from germs and bacteria, the mouthwash market is expected to witness positive growth curve in years to come. Moreover, the mouthwash market is witnessing new product introductions with capabilities to inactivate coronaviruses. Such developments are expected to have constructive impact on the market even during and post COVID-19 pandemic.
Lucrative Regions for Mouthwash Market
- Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
- Request discounts available for Start-Ups & Universities
- Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
- Request discounts available for Start-Ups & Universities
Market Insights
Increasing Prevalence of Dental Conditions
As per Oral Health Associates, the consumption of sugar in emerging countries has tripled over the past five decades and is subsequently leading to substantial growth of dental caries. As per the data published by the Centers of Disease Control and Prevention, oral cancer accounts for about 3% of all cancers diagnosed annually in the US. Along with dental carries, aphthous ulcers are also expected to have positive impact on the adoption of mouthwash owing to its healing properties. Further, as per the study published by the FDI World Dental Federation in 2019, oral diseases affect ~3.9 billion people worldwide, and ~44.0% of the global population suffers from tooth decay. According to a study published by the World Health Organization (WHO) in 2020, ~530 million children around the globe suffer from dental carries of milk teeth; moreover, ~10.0% of the global population suffers from severe periodontal disease. According to the study published by the World Health Organization (WHO) in 2019, nearly 50–55% of the patients suffering from HIV also suffer from some kind of oral health problems. As per a study by the American Dental Association in 2019, ~22% of the diabetic patients suffer from periodontal diseases. The considerable prevalence of aphthous ulcers is likely to offer substantial growth opportunity for the market during the forecast period.
Product Type-Based Insights
Based on product type, the mouthwash market is segmented into fluoride, cosmetics, antiseptics, and oral gels. The cosmetic segment held the largest share of the market in 2019 and is estimated to grow at the highest CAGR during the forecast period. Increasing emphasis on aesthetic aspects is expected to contribute to the segment’s growth during the forecast period.
Mouthwash Market, by Product Type – 2019 and 2027
- Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
- Request discounts available for Start-Ups & Universities
- Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
- Request discounts available for Start-Ups & Universities
Flavor-Based Insights
Based on flavors, the mouthwash is segmented into active salt, mint fresh tea, natural lemon, herbs, and fruit and gums. The mint fresh tea segment held the largest share of the market in 2019 and is estimated to register the highest CAGR during the forecast period.
Indication-Based Insights
Based on indication, the mouthwash market is segmented into mouth ulcers, aphthous ulcers, post oral surgery, oral lesions, periodontis (cavity), gingivitis, receding gums, frequent dry mouth, chronic bad breath, and toothache. The chronic bad breath segment held the largest share of the market in 2019 and is estimated to grow at the highest CAGR during the forecast period.
Distribution Channel-Based Insights
On the basis of distribution channel, the mouthwash market is segmented into hypermarkets, supermarkets, online stores, hospital pharmacies, independent pharmacies and independent grocery stores. The hypermarket segment held the largest share of the market in 2019 and is estimated to grow at the highest CAGR during the forecast period.
End User-Based Insights
On the basis of end user, the mouthwash market is segmented into adults and kids. The adults segment held the largest share of the market in 2019. In addition, the same segment is estimated to register the highest CAGR in the market during the forecast period.
Customize Research To Suit Your Requirement
We can optimize and tailor the analysis and scope which is unmet through our standard offerings. This flexibility will help you gain the exact information needed for your business planning and decision making.
Mouthwash Market: Strategic Insights
Market Size Value in US$ 5,980.35 Million in 2019 Market Size Value by US$ 9,272.13 Million by 2027 Growth rate CAGR of 5.7% from 2020-2027 Forecast Period 2020-2027 Base Year 2020
Akshay
Have a question?
Akshay will walk you through a 15-minute call to present the report’s content and answer all queries if you have any.
Speak to Analyst
Customize Research To Suit Your Requirement
We can optimize and tailor the analysis and scope which is unmet through our standard offerings. This flexibility will help you gain the exact information needed for your business planning and decision making.
Mouthwash Market: Strategic Insights

Market Size Value in | US$ 5,980.35 Million in 2019 |
Market Size Value by | US$ 9,272.13 Million by 2027 |
Growth rate | CAGR of 5.7% from 2020-2027 |
Forecast Period | 2020-2027 |
Base Year | 2020 |

Akshay
Have a question?
Akshay will walk you through a 15-minute call to present the report’s content and answer all queries if you have any.

Product launch and expansion strategies are commonly adopted by companies to expand their footprint worldwide and meet the growing demand by expanding their respective product portfolios. The mouthwash market players adopted the strategy of product innovation to cater to changing customer demands worldwide, which also permits them to maintain their brand name globally.
Mouthwash Market – by Product Type
- Fluoride
- Cosmetics
- Antiseptics
- Oral Gels
Mouthwash Market – by Flavors
- Active Salt
- Mint Fresh Tea
- Natural Lemon
- Herbs
- Fruit and Gums
Mouthwash Market – by Indication
- Mouth Ulcers
- Aphthous Ulcers
- Post Oral Surgery
- Oral Lesions
- Periodontis (Cavity)
- Gingivitis
- Receding Gums
- Frequent Dry Mouth
- Chronic Bad Breath
- Toothache
Mouthwash Market – by Distribution Channel
- Hypermarkets
- Supermarkets
- Online Stores
- Hospital Pharmacies
- Independent Pharmacies/Drugstores
- Independent Grocery Stores
Mouthwash Market – by End User
- Adult
- Kids
Mouthwash Market – by Geography
- North America
- US
- Canada
- Mexico
- Europe
- France
- Germany
- Italy
- UK
- Spain
- Rest of Europe
- Asia Pacific (APAC)
- China
- India
- South Korea
- Japan
- Australia
- Rest of APAC
- Middle East and Africa (MEA)
- South Africa
- Saudi Arabia
- UAE
- Rest of MEA
- South America and Central America (SCAM)
- Brazil
- Argentina
- Rest of SCAM
Company Profiles
- Colgate-Palmolive Company
- Procter & Gamble
- GlaxoSmithKline plc.
- Unilever
- Johnson and Johnson Services, Inc.
- The Himalaya Drug Company
- Lion Corporation
- AMWAY
- Church & Dwight, Inc.
- SmartMouth Oral Health Laboratories

Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends

Segment Covered
Product Type , and Distribution Channel and Geography

Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America

Country Scope
Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Saudi Arabia, South Africa, South Korea, Spain, United Arab Emirates, United Kingdom, United States
Frequently Asked Questions
The mouthwash market majorly consists of the players such as Colgate-Palmolive Company, Procter & Gamble, GlaxoSmithKline plc, Unilever, Johnson and Johnson Services, Inc., The Himalaya Drug Company, Lion Corporation, AMWAY, Church & Dwight, Inc. and SmartMouth Oral Health Laboratories amongst others.
The factors that are driving growth of the market are increasing prevalence of dental conditions and rising number of oral awareness campaigns. Moreover, strategic activities by the manufacturers are offering lucrative opportunities for the growth of the market.
Mouthwash, sometimes also referred as oral rinse or mouth rinse, is a liquid passively held, gargled, and swished in mouth. The product is majorly used as antiseptic and plays a vital role in oral hygiene. Moreover, mouthwashes are also recommended for bad breath, canker sores, dental carries, and mouth ulcers. Further, post-surgical applications of mouthwash prevents oral infection and boosts the recovery process.
The List of Companies - Mouthwash Market
- Colgate-Palmolive Company
- Procter & Gamble
- GlaxoSmithKline plc.
- Unilever
- Johnson and Johnson Services, Inc.
- The Himalaya Drug Company
- Lion Corporation
- AMWAY
- Church & Dwight, Inc.
- SmartMouth Oral Health Laboratories
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published many reports and advised several clients across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organizations are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in the last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/Sales Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- 3.1 Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- 3.2 Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- 3.3 Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- 3.4 Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
Related Reports

Sep 2021
Radioactive Tracer Market
Size and Forecast to 2030 - Global Analysis by Tracer Type [Technetium-99m & Tc-97m, Iodine-131, Iron-59, Lutetium-171, Rubidium (Rb-82) Chloride & Ammonia (N-13), Scandium-46, Seaborgium-269, Hassium-269, Gallium Citrate Ga 67, Prostate-Specific Membrane Antigen (PSMA) (Ga-68), FDDNP (F-18) & FDOPA (F-18), Phosphorus-32 & Chromium-51, Thallium-201, F-18 FDG, F-18 FAPI, Ga-68 FAPI, F-18 PSMA, DOTATOC/DOTANOC/DOTATATE (Ga-68), and Others], Test Type (PET, SPECT, and Others), Application (Oncology, Pulmonary, Neurology, Cardiology, and Others) End User (Hospitals & Clinics, Diagnostic Centers, Academic & Research Institutes, And Others), and Geography

Sep 2021
Glioma Treatment Market
Size and Forecasts (2020 - 2030), Global and Regional Share, Trends, and Growth Opportunity Analysis Report Coverage: By Disease (Astrocytoma, Oligoastrocytoma, and Oligodendroglioma), Treatment Type (Surgery, Chemotherapy, Radiation Therapy, and Others), Grade (Low Grade and High Grade), End User (Hospital & Clinics and Ambulatory Surgical Center), and Geography

Sep 2021
Drug Delivery Market
Forecast to 2028 - Global Analysis By Route of Administration (Injectable Drug Delivery, Oral Drug Delivery, Transmucosal Drug Delivery, Topical Drug Delivery, Implantable Drug Delivery, and Ocular Drug Delivery), Distribution Channel (Hospital Pharmacies, Retail Pharmacies, and Online Pharmacies), and End User (Hospitals and Clinics, Home Care Settings, and Other End User)

Sep 2021
Enteral and Parenteral Medical Nutrition Market
Forecast to 2028 - Global Analysis by Indication [Elderly, Gastrointestinal Disorders (IBD, IBS, and Others), Diabetes, Cancer, Respiratory Disorders, Alzheimer's Disease, Dementia, Renal Disease, Liver Failure, Post COVID-19, and Other Indications], Nutrition Type (Supplemental and Sole–Source), Form (Liquid, Powder, and Semi–Solid), Product Type (General and Disease–Specific), Route of Administration (Oral, Tube Feed, and Parenteral), Age Group (Above 60 Years, 18–60 Years, 3–18 Years, and Below 3 Years), and Distribution Channel (Hospital Pharmacies, Retail Stores, E-Commerce, and Others)

Sep 2021
CIN & HR-HPV Treatment Market
Forecast to 2028 - Global Analysis By Disease Type (Cervical Intraepithelial Neoplasia 1, Cervical Intraepithelial Neoplasia 2, and Cervical Intraepithelial Neoplasia 3), Strain Type (HPV 16, HPV 18, and Others), Offering (Diagnostic Method and Treatment), Product Type (Kits & Reagents, Instruments, and Services), and End User (Hospitals & Clinics, Diagnostic Laboratories, Specialized Clinical Laboratories, and Others)

Sep 2021
Pharmaceutical Fluid Handling Market
Forecast to 2028 - COVID-19 Impact and Global Analysis By Offering (Equipment & Solutions and Services), Tubing (Thermoplastic Elastomers, Polyvinyl Chloride, and Silicone), Application (Fluid Handling & Management, Fluid Preparation, Integration & Automation, Buffer Management, and Others), Usage (Cough Syrup, Intravenous Product, Complex Active Pharmaceutical Ingredients, and Others), and End User (Biotechnology Companies, Pharmaceutical & Medical Companies, and Others)

Sep 2021
Enteral Medical Nutrition Market
Forecast to 2028 - COVID-19 Impact and Global Analysis By Indication (Respiratory Disorders, Cancer, Post COVID-19, Gastrointestinal Disorders, Liver Failure, and Others), Nutrition Type (Supplemental and Sole-Source), Form (Powder, Liquid, and Semi-Solid), Product (Standard Protein Diet, High Protein Diet, Fruit Juice Based Oral Nutritional Supplement, and Others), Distribution Channel (Hospital Pharmacies, Retail Stores, and Others), and Age Group [Child (Till 18 Years) and Adults (18+years)]

Sep 2021
Glycomic Therapeutics Market
Forecast to 2028 - COVID-19 Impact and Global Analysis By Class (Isolated and Synthetic), Structures [Glycoproteins, Targeting Sialic Acid, Proteoglycans, Targeting Glycosaminoglycans, Glycosylphosphatidylinositol (GPI)-Anchored Proteins & Heparin Based Glycans, Targeting Glycosphingolipids, and Others], Indications (Thrombosis & Chemoprophylaxis, Anaemia, Anti-Adhesive & Anti-Inflammatory, Cataracts, Gaucher’s Disease, MPS-1 & IV, Cancer, Alzheimer’s Disease, Influenza Type A & B, and Others), and Mode of Action [Inhibits Neuraminidase; Inhibits Heparanase and Selectins and Blocks Interactions Between Growth Factors and Heparan Sulfate; Erythropoietin & Enzyme Replacement Therapy (ERT); Tissue Plasminogen Activator; Inhibits Glucosylceramide Synthase; Interleukin 1, 2 & 3; Beta & Gamma Interferons; and Others]