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

Oral Care Market Size, Share & Trends Analysis Report By Product (Toothbrush, Toothpaste), By Product Type (Countertop, Cordless), By Application (Home, Dentistry), By Region, And Segment Forecasts, 2021 - 2028

  • Published Date: Jan 2021
  • Report ID: GVR-1-68038-478-9
  • Number of Pages: 128
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2019

Report Overview

The global oral care market size was valued at USD 31.7 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 5.9% from 2021 to 2028. The rising prevalence of dental caries both among children and adults is expected to drive the market.  The World Health Organization (WHO) states that over 530 million children suffer from dental caries of primary teeth. Key players such as Procter & Gamble and Colgate-Palmolive Company have undertaken initiatives to spread awareness regarding dental hygiene, both for children and adults, creating demand for oral care products. Leading players are coming up with innovative products that have gained consumer interest. For instance, in August 2020, Oral-B, a brand of Procter & Gamble, launched Oral-B iO, a rechargeable toothbrush offering a professional clean feeling in the comfort of home. The product consists of innovative features such as a linear magnetic drive, a smart pressure sensor, a smart display with personalized brushing mode, and a redesigned brush head to deliver optimal oral health. The launch of such innovative products is expected to boost demand for oral care products in the coming years.

U.S. oral care market size, by product, 2016 - 2028 (USD Million)

The rise in awareness amongst people regarding cosmetic dental treatment aids in improving aesthetics and maintaining fresh breath, which is also one of the key factors positively impacting the demand for oral care products. Cosmetic whitening products are being widely used by people in order to enhance their dental esthetics. In view of this, in October 2019, Colgate-Palmolive Company launched an innovative product, Colgate Optic White Advanced LED Whitening Treatment, that delivers 6 shades of whiter teeth in just 10 days. Similarly, in August 2020, the company had launched Colgate Optic White Overnight Teeth Whitening Pen. These products provide at-home comfort to consumers, thus resulting in increasing demand, especially in the U.S.

The elderly population is one of the most common target population in the market. This group of population is at high risk of developing various oral diseases. According to the Centers for Disease Control and Prevention (CDC), in the U.S., one in five adults aged 65 or older have already lost their teeth. Brushing and flossing with a fluoride-containing toothpaste, using mouthwash, and regular dental visits are some of the oral care tips for seniors. Thus, the demand for oral care products is expected to increase from this group of the population as well.

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, mouth wash, and electric toothbrush 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 of 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


The ongoing COVID-19 pandemic has had a significant impact on dental care services at the global level as most of them were shut down. Recently, more dental services are reopening; however, patients are opting for at-home dental remedies due to the risk of getting exposed to the infection, thus increasing demand for at-home application of oral care. Apart from this, the leading personal care companies such as Procter & Gamble; Colgate-Palmolive Company; and Johnson & Johnson Services, Inc. witnessed growth in their sales, especially from the oral care segment as consumers’ focus toward hygiene grew.

Product Insights

Toothbrush held the largest market share of 25.5% in 2020 and is projected to be the fastest-growing segment during 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 including deep clean, daily clean, tongue cleaning, whitening, and massaging. These products have majorly contributed to enhancing the total oral care of the users. Separate designs of toothbrushes for adults and children are available in the market to cater to individual needs. In India, two companies -  Realme and Xiaomi - launched electronic toothbrushes in 2020.

The toothpaste segment held the second-largest share in 2020. High usage of toothpaste among people of all income groups can be attributed to the growth of this segment. The availability of different forms of toothpaste, such as gels, pastes, and powder, provides wider options to the consumers, which also boosts demand. In January 2020, Colgate-Palmolive Company launched Smile for Good toothpaste. The ingredients contained within the paste are 99.7% natural and are packaged in Colgate’s first-of-its-kind recyclable plastic tube. Thus, with manufacturers proactively involved in launching innovative products, demand for toothpaste is expected to increase in the years to come.

Mouthwash is anticipated to witness lucrative growth over the forecast period owing to its increasing usage for the maintenance of oral hygiene. Despite its advantages, mouthwash also has some drawbacks. It can stain teeth and/or damage the oral mucosa as well as cause adverse reactions if ingested, especially in the case of children. Thus, the above-mentioned factors are likely to restrain its usage further hampering the growth of the market. However, the introduction of herbal and flavored mouthwashes is expected to escalate the demand in the next few years. Mouthwash is gaining popularity in urban India owing to lifestyle changes and better hygiene. In January 2021, an Indian company, Dabur entered the mouthwash category with the launch of Dabur Red Pulling Oil, an Ayurvedic mouthwash. The 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 the demand for medicated as well as non-medicated mouthwashes.

Denture products are expected to witness significant growth over the forecast period. New product launches and development are influencing the growth of the segment. 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. In November 2020, GSK Consumer Healthcare forayed into the specialized denture care category in India with the launch of the Polident brand.

Product Type Insights

The cordless segment held the largest share of 67.3% in 2020. The segment is also projected to be the fastest-growing segment during the forecast period owing to its increasing use for at-home application. Besides, these devices are portable, easy to use and carry, and are comparatively cheaper than the countertop variants.

Technological advancements in these devices are also affecting segment growth. Modernizations in the design and features of oral irrigators are more appreciated by the end-users, thus boosting their adoption.

The countertop oral irrigator segment is expected to grow steadily throughout the forecast period. This can be attributed to the fact that these devices do not require charging and can normally operate longer on a single water tank as compared to portable models.

Application Insights

The home application segment held the largest share of 73.4% in 2020. On the basis of application, the market is segmented into home and dentistry. Manufacturers coming up with innovative and easy-to-use oral care products has increased the usage of oral care products at home, thus making home the largest and fastest-growing segment.

The COVID-19 pandemic has increased the usage of oral care devices at home. Consumers are opting for at-home treatment amidst the risk of getting infected while visiting dental care facilities. Manufacturers are also coming up with innovative products offering consumers the benefit of using them in the comfort of home. Thus, the home application segment is projected to witness lucrative growth in the years to come.

Regional Insights

Asia Pacific dominated the market in 2020 with a share of 40.7%. It is also projected to be the fastest-growing regional market during the forecast period. This can be attributed to the growing awareness regarding dental hygiene and overall oral health among people of this region. In addition, the high prevalence of dental caries in countries, such as India, is expected to fuel the growth of the Asia Pacific market.

Global oral care market share, by region, 2020 (%)

In developed countries like the U.S., due to high disposable income, people are opting for newly developed oral care products, such as electric toothbrushes and other new dental care products. This has led to a significant revenue share of the North American market in 2020. Moreover, the presence of skilled dental hygienists in the U.S. is expected to raise the demand for these products.

Key Companies & Market Share Insights

New product launch is a key strategy implemented by the market players. For instance, in 2019, Oral-B launched GENIUS X, an electronic toothbrush equipped with artificial intelligence. In August 2020, Colgate-Palmolive Company launched hum by Colgate, a smart electric toothbrush. It includes smart sensors that enable users to track the frequency, duration, and coverage of their unique brushing style, and provides personalized guidance on which spots need more attention. Thus, companies are proactively involved in launching innovative products that serve consumers with at-home usage convenience and are user friendly. 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.

Oral Care Market Report Scope

Report Attribute


Market size value in 2021

USD 33.1 billion

Revenue forecast in 2028

USD 49.5 billion

Growth Rate

CAGR of 5.9% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million/billion and CAGR from 2021 to 2028

Report coverage

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

Segments covered

Product, product type, application, region

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

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.

Customization scope

Free report customization (equivalent up to 8 analysts 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 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global oral care market report on the basis of product, product type, application, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2028)

    • Toothbrush        

      • Manual

      • Electric (rechargeable)

      • Battery-powered (non-rechargeable)

      • Others

    • Toothpaste

      • Gel

      • Polish

      • Paste

      • Powder

    • Mouthwash/rinse         

      • Medicated

      • Non-medicated

    • Denture Products         

      • Cleaners

      • Fixatives

      • Others

    • Dental Accessories       

      • Cosmetic Whitening Products

      • Fresh Breath Dental Chewing Gum

      • Tongue Scrapers

      • Fresh Breath Strips

      • Floss

      • Others

  • Product Type Outlook (Revenue, USD Million, 2016 - 2028)

    • Countertop

    • Cordless

  • Application Outlook (Revenue, USD Million, 2016 - 2028)

    • Home

    • Dentistry

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • Japan

      • China

      • India

    • Latin America

      • Brazil

      • Mexico

    • MEA

      • South Africa

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