Oral Care Market Outlook Report | Size & Share 2028

Oral Care Market Forecast to 2028 - COVID-19 Impact and Global Analysis By Product (Toothpastes, Toothbrushes and Accessories, Oral Care/Rinses, Denture Products, Dental Prosthesis Cleaning Solutions, Dental Accessories/Ancillaries, and Other Dental Products) and Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels)

  • Report Code : TIPHE100000829
  • Category : Consumer Goods
  • Status : Published
  • No. of Pages : 165
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The oral care market is projected to reach US$ 47,380.58 million by 2028 from US$ 36,273.14 million in 2020; it is estimated to grow at a CAGR of 3.4% from 2021 to 2028.

Market Insights and Analyst View:

Oral health is a key indicator of overall health, well-being, and quality of life. It encompasses a range of diseases and conditions that include dental caries, periodontal (gum) disease, tooth loss, oral cancer, oral manifestations of HIV infection, oro-dental trauma. Oral care products are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene. Growing prevalence of oral as well as dental conditions coupled with rising awareness about benefits provided by oral care are anticipated to drive the global oral care market during the forecast period alongwith rising prevalence of oral diseases, increasing oral care products launches, and rising awareness regarding oral hygiene. However, pricing pressure faced by prominent players in the oral care market hamper the oral care market growth.

Growth Drivers and Opportunities:

Oral and dental hygiene is essential for human well-being as the proper hygiene helps prevents several oral diseases. A few oral and dental care issues affecting people include bad breath, tooth decay, gum diseases, periodontal diseases, trench mouth, dental caries, and malocclusion. Alcohol consumption, tobacco use, human papillomavirus (HPV), and sun exposure, especially to the lips, are a few risk factors associated with oropharyngeal and oral cancers. The risks of cancer development can be reduced by administrating the HPV vaccine and scheduling regular dental hygiene visits.

Many private and government organizations organize surveys and programs worldwide to raise awareness about oral hygiene. For instance, National Smile Month is the UK’s largest and longest-running campaign to promote good oral health. Moreover, a few organizations provide lifetime programs to assist people in maintaining oral health. For instance, the Bright Futures—a national health promotion and prevention initiative led by the American Academy of Pediatrics (AAP)—provides the Preventive Pediatric Health Care recommendations, “Periodicity Schedule,” to provide a schedule of assessments and screenings. This schedule assists in maintaining oral hygiene in each visiting well-child from infancy through adolescence. Thus, the rise in such initiatives with the growing awareness of oral care is fuelling the growth of the oral care market.

Furthermore, rising awareness about oral hygiene and the mounting prevalence of oral diseases propel the demand for oral care products. As a result, these product manufacturers focus on raising R&D investments and adopting advanced technologies to develop or upgrade new products. Procter & Gamble, Colgate-Palmolive, and Unilever plc are the major oral care product manufacturers with broad product portfolios. Electric toothbrushes improve oral care by removing plaque more effectively with their bristles, alongside improving gum health. The toothbrushes with various abilities are available in the market, e.g., they can vibrate from side to side or exhibit rotating back-and-forth action. In December 2020, Colgate-Palmolive launched Vedshakti Oil Pulling in India. It is an Ayurveda-based oil pulling launched to expand its Naturals portfolio. The oil pulling method involves swishing oil in mouth for a few minutes after waking up.

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Oral Care Market: Strategic Insights

Market Size Value inUS$ 36,273.14 Million in 2020
Market Size Value byUS$ 47,380.58 Million by 2028
Growth rateCAGR of 3.4% from 2021-2028
Forecast Period2021-2028
Base Year2021
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Report Segmentation and Scope:

The “Global Oral Care Market” is segmented based on product, distribution channel and geography. The product segment of the oral care market is broadly segmented into toothpastes, denture products, toothbrushes and accessories, mouthwashes/ rinses, dental accessories/ ancillaries, dental prosthesis cleaning solutions and other dental products. The oral care market is classified on the basis of distribution channel such as supermarkets/hypermarkets and supermarkets, convenience stores, pharmacies and drug stores, online retail stores and others. The oral care market based on geography is segmented into North America (US, Canada, and Mexico), Europe (Germany, France, Italy, UK, Russia, and Rest of Europe), Asia Pacific (Australia, China, Japan, India, South Korea, and Rest of Asia Pacific), Middle East & Africa (South Africa, Saudi Arabia, UAE, and Rest of Middle East & Africa), and South & Central America (Brazil, Argentina, and Rest of South & Central America)

  • Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.

Segmental Analysis:

Based on product, the oral care market is segmented into toothpastes, denture products, toothbrushes and accessories, mouthwashes/ rinses, dental accessories/ ancillaries, dental prosthesis cleaning solutions, and other dental products. Toothpastes are pastes, liquids, powders, or other preparations used for cleaning the teeth. If the product is also intended to prevent cavities (carries) formation, then it is regulated by the Food and Drug Administration as an over-the-counter (OTC) drug. Toothpaste is recommended by dentists to be used in conjunction with a toothbrush to help remove food debris and dental plaque. Factors such as the rising incidence of dental caries, large population, growing awareness of dental hygiene, and benefits offered by toothpastes is anticipated to witness significant growth during the forecast period.

Segmental Analysis:
  • Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
The oral care market is classified on the basis of distribution channel such supermarkets/hypermarkets and supermarkets, convenience stores, pharmacies and drug stores, online retail stores and others. The supermarkets/hypermarkets segment held the largest share of the market in 2020. Supermarkets/Hypermarkets is retail store, which offers one-stop shopping experience. The facility provides wide variety of products such as OTC drugs, clothing, appliances, and groceries. A supermarkets/hypermarket offers certain advantages such as better customer experience, wide range of products, longer duration of operating hours, and freedom of selection. These advantages are resulting into more preference for supermarkets/hypermarkets to purchase goods from the facility. Moreover, increasing number of supermarkets/hypermarkets in emerging countries are also anticipated to substantial growth for the segment. Such positive factors are projected to drive the supermarkets/hypermarkets segment during the forecast period.

Regional Analysis:

Based on geography, the global oral care market is divided into five key regions: North America, Europe, Asia Pacific, South & Central America, and Middle East & Africa.

In North America, the US holds a significant oral care market share. The growth of the market in the country is primarily driven by increasing awareness about benefits offered by mouthwashes and increasing prevalence of dental conditions. For instance, according to a study published by Centers for Disease Control and Prevention in 2019, an estimated 31.6% of Americans aged 20-44 years had untreated dental carries during 2013-2016. Extensively higher spending on oral and dental care in the country are also generating a lucrative opportunity for the growth of the US oral care market during the forecast period. For instance, according to a study published by FDI World Dental Federation in 2019, around US$ 110 billion are spent each year in the US on oral and dental care.

The aging population coupled with the rise in dental conditions will likely drive the number of dental procedures. These procedures are expected to have positive impact on the adoption of mouthwashes. For instance, according to a study published by the American College of Prosthodontists in 2020, around 2.3 million crown restoration procedures are performed annually in the US. Such substantial number of surgical procedures are anticipated to drive the post-surgical applications of mouthwashes in the country. Moreover, many private and government organizations provide reimbursement policies, to provide awareness for oral and dental care in the country. For instance, in 2017, the American Academy of Pediatric Dentistry (AAPD), an authority on children’s oral health provide policy on third-party reimbursement to improve medical care and manage patients with special health care needs. Additionally, the Centers for Disease Control and Prevention provides a Dental Public Health Residency Program to produce skilled specialists in dental public health. This residency program provides more opportunities, dental stakeholders to achieve improved oral health and guided practice in collaborating with public health. In addition, rising emphasis on preventive care is expected to boost overall dental clinic visits in the country. This trend is expected to continue due to change in lifestyle, dental problems, and improved diagnostic facilities. Such constructive factors are projected to drive the US oral care market by 2028.

Asia Pacific oral care market is divided on the basis of the five countries China, Japan, Australia, India, South Korea, and rest of the Asia Pacific. Asia Pacific is expected to grow at the highest CAGR during the forecast period. China, India, and Japan are three major contributors to the growth of the market, which is prominently driven by aging population, increasing prevalence of oral diseases, and increasing product launches. In addition, growing market players focus on Asia Pacific countries for geographical expansion and other strategies. Oral care is witnessing strong growth in china as consumer awareness of oral hygiene routines continued to expand beyond brushing routine. Oral care is no longer limited to teeth brushing and involves overall care regime. The demand for oral care products is expected to witness strong growth in the forecast period owing to the continuously growing population, the increase in household income, consumer awareness about new and advanced products. In China, dental caries is one of the most prevalent chronic diseases among children. According to the China’s Fourth National Oral Health Epidemiological Survey of 2017, approximately 70.1% of 5-year-old children had primary dental caries and 34.5% of 12-year-old students had experienced dental caries in their permanent teeth. Increasing cases of dental caries are expected to drive the growth of the oral care market.

Industry Developments and Future Opportunities:

Various initiatives taken by key players operating in the global oral care market are listed below:

  1. In April 2021, Lion Corporation launched SOFLAN Premium Deodorizer Ultra Zero. The product uses odor-cancelling technology for total odors elimination.
  2. In March 2021, The company announced the launch of its oral care formulation in India, which, it claims, will reduce 99.9 per cent of coronavirus after 30 seconds of rinsing. This technology will be brought to India by Hindustan Unilever Ltd (HUL), Unilever's arm, in Pepsodent Germicheck Mouth Rinse Liquid, which will be launched in India in December 2020.

Competitive Landscape and Key Companies:

Some of the prominent players operating in the global oral care market Koninklijke Philips N.V., Colgate-Palmolive Company, Procter & Gamble, GlaxoSmithKline Plc., Unilever, Johnson and Johnson Services, Inc., Perrigo Company plc, Lion Corporation, Sunstar Suisse S.A. and Church & Dwight, Inc amongst others. These oral care market focus on new product launches and geographical expansions to meet the growing consumer demand worldwide and increase their product range in specialty portfolios. They have a widespread global presence, allowing them to serve a large set of customers and subsequently increase their market share. The report offers oral care market trends analysis emphasizing on various parameters such as technological advancements, market dynamics, and competitive landscape analysis of leading market players across the globe.

Report Coverage
Report Coverage

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

Segment Covered
Segment Covered

Product ; Distribution Channel , and Geography

Regional Scope
Regional Scope

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

Country Scope
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

Who are the major players in the oral care market?

The oral care market majorly consists of the players such as Koninklijke Philips N.V.; Colgate-Palmolive Company; Procter & Gamble; GlaxoSmithKline Plc. ; Unilever; Johnson and Johnson Services, Inc. ; Perrigo Company plc; Lion Corporation; Sunstar Suisse S.A. ; and Church & Dwight, Inc amongst others.

What is oral care?

Oral health is a key indicator of overall health, well-being, and quality of life. It encompasses a range of diseases and conditions such as dental caries, periodontal (gum) disease, tooth loss, oral cancer, oral manifestations of HIV infection, and oro-dental trauma. Growing prevalence of oral and dental conditions, and rising awareness about the benefits provided by oral care products drive the growth of the global oral care market.

What are the driving factors for the oral care market across the globe?

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.

The List of Companies - Oral Care Market

  1. Koninklijke Philips N.V.
  2. Colgate-Palmolive Company
  3. Procter & Gamble
  4. GlaxoSmithKline plc.
  5. Unilever
  6. Johnson and Johnson Services, Inc.
  7. Perrigo Company plc
  8. Lion Corporation
  9. Sunstar Suisse S.A.
  10. Church & Dwight, Inc.

The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.

  1. 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.

  1. 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:

Research Methodology

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.

  1. 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.

  1. 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.

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