Toothpaste Market Drivers and Forecasts by 2028

The toothpaste market was valued at US$ 29,598.97 million in 2021 and is projected to reach US$ 40,766.21 million by 2028; it is expected to register a CAGR of 4.7% from 2021 to 2028.

In terms of volume, the global demand for toothpaste is expected to reach over 19 billion units by 2028.

A toothpaste is derived from various components, the three main ones being abrasives, fluoride, and detergents. Toothpaste is used to promote oral hygiene: it is an abrasive that helps remove plaque and food from teeth, helps suppress bad breath, and provides active ingredients (most commonly fluoride) to treat tooth decay and prevent gum diseases. In 2020, Asia Pacific accounted for the largest share of the global toothpaste market. South and Central America is likely to register the highest CAGR during the forecast period. The toothpaste market in the region comprises several economies such as Australia, India, China, Japan, South Korea, and the Rest of APAC. The global toothpaste market is witnessing steady growth, driven by a robust consumer base, rising awareness of oral hygiene, and evolving lifestyle trends. Increasing health consciousness, particularly regarding preventive oral care, is reshaping consumer preferences and creating new opportunities for product innovation and market expansion. In emerging markets such as India, where tooth sensitivity is highly prevalent, the demand for specialized, need-based toothpaste formulations is on the rise. Consumers are actively seeking products that address specific oral health concerns, including sensitivity relief, whitening, gum protection, and cavity prevention.

In response to this growing demand, manufacturers are expanding their product portfolios to include innovative variants such as sensitivity-specific toothpaste, gel-based formats, and formulations infused with herbal or natural ingredients. These segments are poised for accelerated growth, as consumers increasingly prioritize ingredients perceived as safe, effective, and free from synthetic chemicals. The surge in demand for flavored toothpaste—especially among younger demographics and children—also presents a lucrative opportunity for brands aiming to differentiate in a highly competitive landscape.

The natural and herbal subsegment is witnessing particularly rapid growth, reflecting a broader consumer shift toward wellness-oriented products. This trend aligns with global movements favoring clean-label and plant-based ingredients. As a result, toothpaste brands that can successfully position themselves within this space by offering authenticity, transparency, and proven efficacy are likely to capture increased market share. Strategic investments in R&D, regional product customization, and marketing tailored to health-conscious consumers will be key differentiators as competition intensifies in the oral care sector.

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Toothpaste Market: Strategic Insights

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The COVID-19 pandemic has strongly affected the overall personal care industry. Retailers of personal care are being forced to prioritize only essential products such as food, beverages, and personal hygiene products such as toothpaste, sanitizers, and soaps, along with decreased assortment sizes and stock-keeping units (SKUs) of other product categories such as herbal toothpaste. The worldwide lockdown, owing to the COVID-19 pandemic, has especially inclined consumer buying behavior by shaping consumer purchasing habits. As a result of the outbreak, there is a shift in consumer inclination toward hygiene products. Moreover, the tendency of consumers toward products free from additives and toxic chemicals has been a critical factor propelling the demand for herbal toothpaste products during this lockdown. Due to the lack of accessibility of herbal toothpaste products in retail stores, consumers are inclining toward e-commerce channels to obtain these products. However, the lack of products and logistics issues are projected to produce a supply-demand gap in online platforms.

Market Insights

Dental Issues in Geriatric and Pediatric Population

The rising number of children is experiencing dental problems, which is expected to fuel the market growth significantly. According to the World Health Organization, in March 2020, almost 530 million children globally were experiencing dental caries on their primary teeth. Furthermore, the growth of the geriatric population is heightening the demand for toothpaste as this age group is highly vulnerable to several tooth issues such as tooth decay, gum diseases, and tooth cavity. According to the US Department of Health & Human Services, around 1 of 5 (20%) children aged 5 to 11 years have at least one untreated decayed tooth. Moreover, 1 in 7 (13%) teenagers aged 13 to 19 years have at least one untreated decayed tooth. In addition to this, almost all adults (96%) aged 65 years or above have had a cavity; 1 in 5 have untreated tooth decay.

Type Insights

Based on type, the global toothpaste market is segmented into sensitivity, whitening, herbal/natural, smokers, and medicated. The whitening segment led the global toothpaste market in 2020. Whitening toothpaste is made to promote teeth whitening. Whitening toothpaste can slightly whiten teeth by removing surface stains from teeth. To remove surface stains, whitening toothpaste mainly includes special abrasive particles or chemicals that gently polish the teeth. The ever-growing demand for whiter teeth has led to an increase in the market for whitening toothpaste. Brands that provide whitening toothpaste include Crest, Colgate, Toms of Maine, and Arm & Hammer.

Key market players operating in the toothpaste market include Procter & Gamble; Unilever; GlaxoSmithKline Plc.; Colgate-Palmolive Company; Henkel Ag & Company, KGAA; 3M; Sunstar Suisse S.A.; Lion Corporation; Beverly Glen Laboratories, Inc.; and The Himalaya Drug Company.

Toothpaste Market Regional Insights

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

Toothpaste Market Report Scope

Toothpaste Market Players Density: Understanding Its Impact on Business Dynamics

The Toothpaste 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.

Report Spotlights

• Progressive industry trends in the global toothpaste market to help players develop effective long-term strategies
• Business growth strategies adopted by developed and developing markets
• Quantitative analysis of the global toothpaste market from 2019 to 2028
• Estimation of the demand for toothpaste across various industries
• PEST analysis to illustrate the efficacy of buyers and suppliers operating in the industry to predict the market growth
• Recent developments to understand the competitive market scenario and the demand for toothpaste
• Market trends and outlook, coupled with factors driving and restraining the growth of the toothpaste market
• Decision-making process by understanding strategies that underpin commercial interest with regard to global toothpaste market growth
• The toothpaste market size at various nodes of the market
• Detailed overview and segmentation of the global toothpaste market, as well as its dynamics in the industry
• The toothpaste market size in various regions with promising growth opportunities

The report includes the segmentation of the global toothpaste market as follows:

• Based on type, the global toothpaste market is segmented into sensitivity, whitening (anti-cavity and others), herbal/natural, smokers, and medicated.
• In terms of end user, the market is segmented into adults and kids.
• Based on base type, the market is segmented into gel-based and non-gel-based. Based on distribution channel, the market is segmented into supermarkets and hypermarkets, convenience stores, online retail, and drug stores/pharmacies.
• By geography, the toothpaste market is broadly segmented into North America, Europe, Asia Pacific (APAC), Middle East & Africa (MEA), and South and Central America. The market in North America is further segmented into the US, Canada, and Mexico. The toothpaste market in Europe is further segmented into Germany, France, the UK, Italy, Russia, and the Rest of Europe. The market in Asia Pacific is sub segmented into China, India, Japan, Australia, South Korea, and the Rest of Asia Pacific. The toothpaste market in Middle East & Africa (MEA) is further segmented into South Africa, Saudi Arabia, the UAE, and the Rest of MEA. The market in South and Central America is sub segmented into Brazil, Argentina, Chile, Colombia, and the Rest of South and Central America.

Company Profiles

• 3M
• Procter & Gamble
• Unilever
• GlaxoSmithKline Plc.
• Colgate-Palmolive Company
• Henkel Ag & Company KGAA
• Sunstar Suisse S.A.
• Lion Corporation
• Beverly Glen Laboratories, Inc.
• The Himalaya Drug Company