Oral Care Market Size, Share & Trends Report

Oral Care Market Size, Share & Trends Analysis Report By Product (Mouthwash/Rinse, Toothbrush, Toothpaste, Denture Products, Dental Accessories), By Region, And Segment Forecasts, 2018 - 2025

  • Published Date: Aug, 2018
  • Base Year for Estimate: 2017
  • Report ID: GVR-1-68038-478-9
  • Format: Electronic (PDF)
  • Historical Data: 2014 - 2016
  • Number of Pages: 128

Industry Insights

The global oral care market size was valued at USD 28.0 billion in 2017 and is projected to witness a 5.0% CAGR over the forecast period. Growing awareness about dental hygiene and the rising prevalence of dental caries are expected to drive the market.

Several initiatives are being undertaken by leading industry players in order to spread awareness regarding dental hygiene and good oral health. For instance, in 2015, the American Association of Orthodontists (AAO) collaborated with Crest and Oral-B to generate awareness regarding good oral care habits among orthodontic patients.

China oral care market

Rising awareness among people regarding cosmetic dental treatments and aids in improving personal esthetics has also positively impacted demand for oral care products and solutions. Cosmetic whitening products are being widely used by people to enhance dental esthetics. Some of the cosmetic whitening products available in the market are Arm & Hammer Whitening Booster by Church & Dwight Co. Inc. and Complete Care Whitening Pen and Complete Care Curve + Whitening by Dr. Fresh, LLC.

The high incidence of dental caries has also significantly driven the market. According to 2015 statistics by the Centers for Disease Control and Prevention (CDC), 91% of the U.S. population aged 20-64 years had dental caries. Among them, 27% remained untreated. This results in a growing need for medicated oral care products, thereby propelling market growth.

Geriatrics form the most common target population in the market for oral care. Rising global geriatric population and availability of different types of denture products has made this group a lucrative target, thereby heightening demand for these products.

The introduction of innovative products is also driving the market. Electric and 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. The entry of innovative products in the market has increased the interest of people toward oral care, thereby raising demand.

Product Insights

Based on product, toothpaste held the largest share in the oral care market in 2017. High product usage across all income and age groups is the primary factor driving this segment. The availability of different forms of toothpaste, such as gels, pastes, and powder, provides more options to consumers, thus propelling demand.

The toothbrush segment, however, is expected to project the fastest growth over the forecast period and emerge dominant by 2025. 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. Customized designs for adults and children are available in the market to cater to individual needs, further augmenting segment growth.

Mouthwash is anticipated to show lucrative growth over the forecast period owing to its increasing usage for maintenance of oral hygiene. Despite its advantages, side effects such as staining teeth, damage to the oral mucosa, and adverse reactions if ingested, especially in the case of children. These factors are likely to restrain its usage. However, the introduction of herbal and flavored mouthwashes is expected to escalate its demand in the coming years. An increase in the occurrence of oral disorders such as periodontitis, gingivitis, tooth decay, denture irritation, bleeding gums, and bad breath is expected to contribute to demand for medicated as well as non-medicated mouthwashes.

Denture products are expected to witness significant growth over the forecast period. New product development and launch is one of the key factors influencing the market. Various types of cleaners and adhesives have been introduced in order to maintain dentures. These cleaners also help maintain fresh breath.

Regional Insights

Asia Pacific dominated the market in 2017 and is also anticipated to exhibit the fastest growth. This can be attributed to the rising population and growing awareness regarding dental hygiene among the people. In addition, a high prevalence of dental caries in countries such as India is expected to drive the market.

In 2017, Europe held a significant share in the market owing to the growing prevalence of oral diseases, especially in the eastern parts of the region. A massive geriatric population base is also expected to boost the market growth.

Global oral care market

High disposable income in developed countries like the U.S. has driven demand for more advanced products such as electric toothbrushes and fresh breath strips. This has led to a significant revenue share of the North America market in 2017. Moreover, the presence of skilled dental hygienists in the U.S. is expected to result in higher growth.

Oral Care Market Share Insights

Some of the key players in 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.

Major strategies implemented by these companies include mergers and acquisitions, geographical expansions, and new product development. For instance, in 2018, Crest introduced a specially formulated paste with Activated Foam technology called Gum Detoxify, which claims to help in improving gum health.

Report Scope



Base year for estimation


Actual estimates/Historical data

2014 - 2016

Forecast period

2018 - 2025

Market representation

Revenue in USD Million & CAGR from 2018 to 2025

Regional scope

North America, Europe, Asia Pacific, Latin America & MEA

Country scope

U.S., Canada, U.K., Germany, Japan, India, China, Brazil, Mexico, South Africa

Report coverage      

Revenue forecast, company share, competitive landscape, growth factors and trends

15% free customization scope (equivalent to 5 analyst working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry 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 global oral care market report on the basis of product and region:

  • Product Outlook (Revenue, USD Million, 2014 - 2025)

    • Toothbrush  

      • Manual

      • Electric (rechargeable)

      • Battery-powered (non-rechargeable)

      • Others

    • Toothpaste

      • Gel

      • Polish

      • Paste

      • Powder

    • Mouthwash/rinse    

      • Medicated

      • Non-medicated

    • Denture Products

      • Cleaners

      • Fixatives

      • Floss

      • Others

    • Dental accessories          

      • Cosmetic Whitening Products

      • Fresh Breath Dental Chewing Gum

      • Tongue Scrapers

      • Fresh Breath Strips

      • Others

    • Others

  • Regional Outlook (Revenue, USD Million, 2014 - 2025)

    • Asia Pacific

      • Japan

      • China

      • India

    • Europe

      • Germany

      • The U.K.

    • North America

      • The U.S.

      • Canada

    • Latin America

      • Brazil

      • Mexico

    • MEA

      • South Africa

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