GVR Report cover Oral Care Market Size, Share & Trends Report

Oral Care Market Size, Share & Trends Analysis Report By Product (Toothbrush, Toothpaste, Mouthwash/Rinse, Denture Products, Dental Accessories), By Region, And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-1-68038-478-9
  • Number of Pages: 128
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2020
  • Industry: Healthcare

Report Overview

The global oral care market size was valued at USD 33.7 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.4% from 2022 to 2030. The growing prevalence of dental caries both among adults and children is expected to fuel the market growth. According to the World Health Organization (WHO), over 530 million children population suffer from tooth decay of primary teeth. Major players such as Colgate-Palmolive Company and Procter & Gamble have adopted various initiatives to spread awareness regarding oral hygiene both for children and adults, which is leading to an increase in the demand for oral care products.

U.S. oral care market size, by product, 2020 - 2030 (USD Billion)

The rising prevalence of dental caries is another important driver impacting the demand for oral care products. Tooth decay commonly occurs among children due to their unhealthy food habits and lack of oral hygiene. Hence, the young population is more prone to dental caries. According to a recent study, nearly 50% of preschool children throughout the world have dental caries. As a result, the need for effective oral care products for dental caries in children is increasing. Consulting a dentist helps choose appropriate oral care products, which increases the demand for these products. Moreover, every year, nearly 15% of the edentulous population opts for dentures, as stated by the American College of Prosthodontists. They also estimated that around 23 million older adults are completely edentulous. Hence, the geriatric population is considered another driver impacting the demand for denture products, thereby supporting the growth of the market.

The supply chain of dental oral care products was also affected initially. The pandemic has caused a massive disruption in the supply chain of the overall medical device industry. However, this was estimated to be a temporary effect and during the forecast period, the demand for oral care is likely to increase. An increase in awareness regarding dental care and changing demographics are driving the market. Leading personal care players such as Colgate-Palmolive Company; Johnson & Johnson Services, Inc.; and Procter & Gamble witnessed a rise in their sales from the oral care segment as consumer focus on hygiene is growing.

COVID19 impact: A 4.4% increase in demand was observed

Pandemic Impact

Post COVID Outlook

As pandemic halted the in-office dental procedures, the demand for at-home oral care surged. The online purchasing of products like freshener sprays, Cosmetic Whitening Products, mouthwashes, and electric toothbrushes increased in 2020

Colgate Palmolive and J&J reported net sales growth for oral care products in the third quarter of 2020 and also in the first quarter of 2021 indicating high demand and growth in the market

Bulk buying and online purchasing of toothbrushes and toothpaste drastically increased during 2020.

The companies saw an increased demand for premium products like teeth whitening gels, creams, mouthwash, and whitening pens in 2020


In well-developed countries like the U.S., with the high cost of living, most people are opting for newly launched oral care products, such as powered toothbrushes and other new dental care products. These products are also easily available in the country, which is further increasing their demand. Moreover, the U.S. is the third-largest country in the world in terms of population. This is considered a very significant factor aiding the demand for oral care products, particularly toothbrushes and toothpaste. The increase in awareness among the population regarding aesthetic oral treatment aids in maintaining fresh breath. This is also one of the key drivers positively impacting the demand for oral care products. Teeth whitening products are also being widely adopted by people in order to augment their dental esthetics.

As per the American Dental Hygienists’ Association (ADHA), in the U.S. Dental hygienists, there are around 150,000 registered dental hygienists who promote good oral hygiene by providing proper dental hygiene techniques and plans. These professionals are a good source of recommending appropriate oral cleaning products to be used at home, based on the data from the Bureau of Labor and Statistics (BLS).

Product Insights

The toothpaste segment held the largest revenue share of over 25.0% in 2021. It is the most commonly used oral care product and is considered a necessity among people of all income groups. There are different flavors of toothpaste available in the market in order to cater to the varied preferences of consumers. For instance, Colgate launched Colgate Trolls Mild Bubble Fruit Toothpaste for children. In addition, there are various types of whitening toothpaste available on the market. Colgate-Palmolive is leading the global toothpaste market with a large portfolio of whitening toothpaste. This is driving the toothpaste segment in the market.

Furthermore, the introduction of Pepsodent and Closeup toothpaste in the form of gels have increased their adoption. Colgate-Palmolive is also manufacturing tooth gels, for instance, Colgate Sparkling White gel. A large number of local players such as Dabur, Himalaya, and Patanjali operate in countries such as China and India. These brands are adversely affecting the market share of the leading brands. Moreover, brand image is considered an important factor for the consumer goods industry. Preference for local brands in less-developed countries might hamper the brand image of a leading company and minimize its growth opportunities.

Product Type Insights

The cordless segment held the largest revenue share of over 65.0% in 2021 and is projected to be the fastest-growing segment during the forecast period owing to the increasing use of in-home care. Apart from the easy usage and portability of these products, they are also comparatively cheaper than countertop devices. Furthermore, some cordless oral irrigators include new air pressured water flossing technique that minimizes the requirement of water refills, allowing higher convenience to consumers.

The countertop segment is expected to grow at a significant rate during the forecast period. This is due to the fact that these oral irrigators do not require charging and can normally run for a longer time on a single water tank compared to cordless models. Countertop oral irrigators are targeted for households wherein equipment is provided with a base stand that offers both water and space to store additional floss tips to be used by members of a family.

Application Insights

The home segment dominated the market with a revenue share of over 70.0% in 2021. Most patients with more than moderate awareness of dental hygiene opt for home-use oral irrigators. Owing to rising awareness about bleeding gums caused by string floss and the challenge of maintaining dental hygiene, home-use oral irrigators, popularly known as water floss, are being increasingly adopted. In addition, water floss is relatively easy to use in comparison with traditional flossing and requires far less preparation time, making them suitable for consumers who wish to minimize their efforts in maintaining oral hygiene.

The COVID-19 outbreak has led to the increased adoption of oral care products at home. Consumers are going for home treatment due to the risk of getting infected while visiting dental care facilities. Key players are also bringing up their innovative products proving to consumers the benefit of using them in the home for comfort. Thus, the home segment is anticipated to witness lucrative growth in the forecast years.

Regional Insights

The Asia Pacific region dominated the market in 2021 with a revenue share of over 40.0% due to the high population. Moreover, the local presence of major players in countries like India is contributing to the market growth. According to the Pew Research Center, China has the highest population of 1.4 billion, followed by India. Hence, owing to the presence of highly populated countries, the demand for oral care products is high. Products such as toothbrushes and toothpaste are essential among all income groups.

Global oral care market share, by region, 2021 (%)

Japan has the largest geriatric population in the world. According to the U.S. Census Bureau, Japan includes nearly 26.6% of the global population aged 65 years and above, which increases the incidence of oral diseases. Thus, the high demand for oral care products in this country is anticipated to increase the overall growth of the Asia Pacific market.

Key Companies & Market Share Insights

Key companies have launched innovative products that have gained significant popularity. For instance, in August 2020, Procter & Gamble’s brand Oral-B announced the launch of Oral-B iO, an electric toothbrush offering a gentle brushing and professional clean feeling. New product launch is among the key strategies implemented by these players. In August 2020, Colgate-Palmolive Company launched a smart electric toothbrush, hum by Colgate. It consists of advanced sensors that enable consumers to track the duration, frequency, and coverage of their unique brushing technique, and provides personalized instructions on which area needs more attention. Thus, manufacturers are proactively engaged in launching innovative products that benefit users with at-home usage convenience and are user-friendly.

In addition, different types of denture cleaning products are available, which has further supported the growth of the market. For instance, Glaxo SmithKline introduced Extra Strength Super Poligrip Denture Adhesive Powder as a fixative for dentures, facilitating their proper retention during eating. Procter & Gamble also introduced Fixodent Plus TrueFeel Denture Adhesive Cream, which gives the dentures a long-lasting hold and enables proper fit in the mouth, which makes it look like natural teeth. Other denture products, such as cleaner tablets and wipes, are some of the innovative products creating new growth opportunities in the market.

Some prominent players in the global oral care market include:

  • Procter & Gamble Company

  • Johnson & Johnson Services, Inc.

  • Colgate-Palmolive Company

  • GlaxoSmithKline plc.

  • Church & Dwight Co., Inc.

  • Dr. Fresh, LLC

  • Dentaid

  • Lion Corporation

  • Sunstar Suisse S.A.

  • Henkel AG & Co. KGaA

  • Unilever PLC



Oral Care Market Report Scope

Report Attribute


Market size value in 2022

USD 35.5 billion

Revenue forecast in 2030

USD 58.5 billion

Growth Rate

CAGR of 6.4% from 2022 to 2030

Base year for estimation


Historical data

2018 - 2020

Forecast period

2022 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2022 to 2030

Report coverage

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

Segments covered

Product type, product, application, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; Italy; Spain; Russia; Japan; China; India; Australia;  New Zealand; South Korea; Thailand Malaysia, Singapore; Indonesia; Brazil; Mexico; Argentina; South Africa; Saudi Arabia; UAE

Key companies profiled

Procter & Gamble Company; Johnson & Johnson Services, Inc.; Colgate-Palmolive Company; GlaxoSmithKline plc.; Church & Dwight Co., Inc.; Dr. Fresh, LLC; Dentaid; Lion Corporation; Sunstar Suisse S.A., Henkel AG & Co. KGaA, Unilever PLC, Dabur India Ltd., Ultradent Products

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global oral care market report based on product, product type, application, distribution and region:

  • Product Outlook (Revenue, USD Million, 2018 - 2030)

    • 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

        • Oral Irrigators

        • Mouth Freshener Sprays

  • Product Type Outlook (Revenue, USD Million, 2018 - 2030)

    • Countertop

    • Cordless

  • Application Outlook (Revenue, USD Million, 2018 - 2030)

    • Home

    • Dentistry

  • Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)
    • Hypermarkets/Supermarkets

    • Specialty Stores 

    • Drug Stores & Pharmacies

    • Convenience Stores

    • Online Retailers

    • Other Sales Channel

  • Regional Outlook (Revenue, USD Million, 2018 - 2030)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • U.K.

      • France

      • Italy

      • Spain

      • Russia

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • New Zealand

      • South Korea

      • Thailand

      • Malaysia

      • Singapore

      • Indonesia

    • Latin America

      • Brazil

      • Mexico

      • Argentina

    • MEA

      • South Africa

      • Saudi Arabia

      • UAE

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