Mouthwash Market Trends and Analysis by 2027

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. 

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Mouthwash Market: Strategic Insights

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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.

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.

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 Regional Insights

The regional trends and factors influencing the Mouthwash Market throughout the forecast period have been thoroughly explained by the analysts at 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.

Market players density refers to the distribution of firms or companies operating within a particular market or industry. It indicates how many competitors (market players) are present in a given market space relative to its size or total market value.

Major Companies operating in the Mouthwash Market are:

1. Colgate-Palmolive Company
2. Procter & Gamble
3. GlaxoSmithKline plc.
4. Unilever
5. Johnson and Johnson Services, Inc.

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

 

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