The global oral care market size was valued at USD 27.02 billion in 2016 and is projected to witness lucrative growth over the forecast period. Growing awareness about dental hygiene and rising prevalence of dental caries are expected to drive the oral care market.
Several initiatives are being undertaken by big players in order to spread awareness regarding dental hygiene, which facilitates good oral health. For instance, on World Oral Health Day in 2014, Johnson & Johnson along with some other organizations sponsored a program to raise awareness about the necessity to maintain proper oral hygiene.
China oral care market, by product, 2014 - 2025 (USD Million)
There is also an increase in awareness amongst people about cosmetic dental treatment, which helps improve esthetics, and maintaining fresh breath; these factors are also positively impacting the demand of oral care products. Cosmetic whitening products are being widely used by people in order to enhance their dental esthetics. Some of the cosmetic whitening products include Arm & Hammer Whitening Booster by Church & Dwight Co. Inc. and Complete Care Whitening Pen and Complete Care Curve + Whitening by Dr. Fresh, LLC.
High incidence of dental caries is also significantly driving the growth of the market. According to Centers for Disease Control and Prevention (CDC), 91% of U.S. population over 20 years of age had dental caries at some point of time in their lives. Among them, 27% of people remained untreated. The abovementioned factors result in growing need for medicated oral care products, and this is anticipated to propel the market growth.
Geriatric population is the most common target population in the oral care market. Rising geriatric population globally and availability of different types of denture products has made this group of population a lucrative target, thereby, heightening the demand for these products. This group of population is at high risk of developing various oral diseases due to increased bone loss with ageing, which is anticipated to positively impact the growth of the overall market.
Introduction of innovative products is also driving the growth of the market owing to its increased adoption. For instance, electric & battery-powered toothbrushes, dental floss, denture adhesive creams, fresh breath strips, and chewing gums are some of the newly developed products that are rapidly being adopted by the middle-income and high-income groups. Entry of innovative products in the market has increased interest of people for oral care, thereby, raising their demand.
Amongst the product segment, toothpaste segment held the largest market share in 2016. High usage of toothpastes among people of all income groups can be attributed to the growth of this segment. Availability of different forms of toothpastes, such as, gels, pastes, and powder provides wider options to the consumers, which also propels demand.
Toothbrush, on the other hand, is expected to show highest growth over the forecast period. This is mainly due to the introduction of advanced products, such as electric and battery-powered toothbrushes. These products provide added benefits such as total mouth cleaning, featuring different modes for usage such as deep clean, daily clean, tongue cleaning, whitening, and massaging. These products have majorly contributed towards enhancing total oral care of the users. Separate designs of toothbrushes for adults and children are available in the market to cater to individual needs.
Mouthwash is anticipated to show lucrative growth over the forecast period owing to its increasing usage for maintenance of oral hygiene. Despite its advantages, mouthwash also has some drawbacks. It can stain teeth and/or damage to the oral mucosa as well as cause adverse reactions if ingested, especially in case of children. Thus, the abovementioned factors are likely to restrain its usage further hampering growth of the market. However, introduction of herbal and flavored mouthwashes is expected to escalate the demand in the next few years. The increase in occurrence of oral disorders such as periodontitis, gingivitis, tooth decay, denture irritation, bleeding gums, and bad breath among others is expected to contribute to the demand for medicated as well as non-medicated mouthwashes.
Denture products are expected to witness significant growth over the forecast period. New product launch and development is one of the key factors influencing the growth of the market. Various types of cleaners and adhesives have been introduced in order to maintain the dentures, which thereby helps maintain good oral health. These cleaners also help prevent bad odor and maintain fresh breath.
Asia Pacific dominated the market in 2016 and is also anticipated to show highest growth. This can be attributed to the rising general population and growing awareness regarding dental hygiene & overall oral health among people of this region. In addition, high prevalence of dental caries in countries such as India is further expected to drive the growth of Asia Pacific market.
In 2016, Europe held significant share of the market. This is because oral disease is considered as a major problem in the eastern parts of Europe. Moreover, Europe has a huge geriatric population base, which is expected to further increase the market growth.
In developed countries like the U.S., due to high disposable income, people are opting for newly developed oral care products, such as electric toothbrush and other new dental care products. This has led to significant revenue share of the North America market in 2016. Moreover, presence of skilled dental hygienists in the U.S. is also expected to raise the demand for these products.
Global oral care market share, by region, 2016 (%)
Few key players of the market are Procter & Gamble Company; Johnson & Johnson Consumer Inc.; Colgate-Palmolive; GlaxoSmithKline; Church & Dwight Co. Inc.; Dr. Fresh, LLC; Dentaid; Lion Corporation; and Sunstar Suisse S.A.
The major strategies implemented by these companies include new product development, mergers & acquisitions, and geographical expansions. For instance, in 2015, Procter & Gamble announced that OralB and Crest collectively launched a new range of Crest + Oral-B Pro-Health JR toothbrushes and toothpastes.
Base year for estimation
Actual estimates/Historical data
2014 & 2015
2017 - 2025
Revenue in USD Million & CAGR from 2017 to 2025
North America, Europe, Asia Pacific, Latin America & MEA
U.S., Canada, UK, Germany, Japan, India, China, Brazil, Mexico, South Africa
Revenue forecast, company share, competitive landscape, growth factors and trends
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Segments Covered in the Report
This report forecasts revenue growth at global, regional, & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the oral care market on the basis of product and region:
Product Outlook (Revenue, USD Million; 2014 - 2025)
Cosmetic Whitening Products
Fresh Breath Dental Chewing Gum
Fresh Breath Strips
Regional Outlook (Revenue, USD Million; 2014 - 2025)
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