The global pediatric oral care market size was valued at USD 8.5 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.9% from 2022 to 2030. The rising awareness regarding pediatric oral hygiene, the increasing per-capita income of people to afford advanced oral care products, and the increasing prevalence of oral diseases are expected to fuel the industry growth in the forecast period. The COVID-19 pandemic had no significant effect on the market. Many industry players were facing a disrupted supply chain of oral care products due to the rising cases of COVID-19 globally. The high demand for oral care products for maintaining oral hygiene during the pandemic has increased the demand for the products and other oral care products. However, the industry players such as Colgate and Johnson and Johnson have reported strong growth in the oral care market during the pandemic due to the high demand for mouthwash, toothpaste, and other oral products for reducing the risk of the COVID-19 virus.
According to the WHO, 520 million children suffer from caries of primary teeth. The most common oral diseases among children are malocclusions, tooth sensitivity, thumb sucking, lip sucking, and tongue thrusting. Children having poor oral health often miss more school and receive lower grades than other children. The lack of a proper diet and eating habits are the leading factors contributing to the increase in the number of dental problems among children. Proper brushing of the teeth twice a day using toothpaste containing fluoride and a toothbrush can hinder dental problems to a significant extent.
Children are at a higher risk of developing oral diseases similar to many chronic diseases. Common risk factors include a poor diet, changing lifestyle, unhealthy eating habits, and poverty. Many of these factors have been highlighted during the pandemic. Under the Affordable Care Act, dental health coverage for kids up to the age of 19 is an essential health benefit. The American Dental Association sponsors National Children’s Dental Health Month during February to raise awareness among children and their parents about the importance of being aware of their oral health. The campaign focuses on introducing the importance of regular tooth brushing and flossing to the young generation, and dental examinations to prevent dental problems.
The American Dental Association (ADA) in partnership with the ADA Foundation conducted a National Children's Dental Health Month (NCDHM) campaign in 2017. This program was aimed at bringing together dental professionals and other healthcare providers for promoting cognizance about maintaining oral health among children, healthcare professionals, adults, and others.
The toothpaste segment led the market in 2021 with a revenue share of more than 30.0%. The demand for toothpaste increases with the increasing old age population as this group of people is more vulnerable to oral diseases such as cavities, tooth decay, and gum problems. The increase in the number of launches of toothpaste for kids has also driven the market. For instance, Colgate company has launched Colgate Trolls Mild Bubble Fruit Toothpaste for pediatrics. Moreover, Sanofi launched ACT Kids Toothpaste in the U.S. This toothpaste is a new fluoride toothpaste that is particularly made for children two years of age and older.
The toothbrush segment is estimated to register the highest growth rate over the forecast years due to easy product availability. Moreover, it is the most common form of maintaining oral hygiene. Modifications in the toothbrushes such as electric toothbrushes and the size and quality of the bristles have attracted many consumers as they provide better oral care results. Hence, the toothbrush market is expected to witness growth over the forecast period.
The home segment accounted for the largest revenue share of over 70.0% in 2021. This is mainly due to a large number of consumers using oral care products at home. Spending the right amount of time in maintaining oral care at home is undoubtedly essential to minimize the risk of caries and periodontal disease. This can also reduce the cost of visiting a dentist. Most patients with more than moderate awareness regarding dental hygiene opt for home oral care.
The dentistry segment is expected to witness lucrative growth owing to the rising oral diseases, which have to be treated in dental clinics only. With the increasing population, healthcare awareness, and a resultant rise in dental clinic turnover, the steady growth of the market is assured during the forecast period.
The hypermarkets/supermarkets segment dominated the market and accounted for a revenue share of more than 35.0% in 2021. These markets consist of a large variety of products and different brands in one place. Oral care products are easily available in hypermarkets/supermarkets. On the basis of distribution channel, the global market has been divided into hypermarkets/supermarkets, specialty stores, online retailers, and others.
Online retailers are expected to register the highest growth rate of 7.4% during the forecast period owing to the ease of buying the product from anywhere and at any time. The consumer can compare the price of the product and get home delivery of the products which saves the extra cost associated with buying a particular product. Online retailers provide a fast, streamlined, and high-quality order fulfillment process and usually get a product to the customer within 1-3 business days. Sometimes, a customer gets same-day delivery with the platform membership.
Asia Pacific dominated the market with a revenue share of over 35.0% in 2021. This growth is owing to the high adoption rate and awareness regarding the kids’ oral care products among the parents for maintaining oral hygiene. Factors such as an increase in the incidence of oral diseases such as tooth decay and cavities among children and the presence of major key players in the region are expected to boost the growth of the market.
The region is also projected to register the fastest CAGR during the forecast period. The region consists of large population-based countries, such as India, China, and Japan, which comprise 60% of the world’s population. The rising per-capita income of the people of these countries by which they can invest in pediatric oral care products is another major factor contributing to the growth.
The market players are introducing innovative products to expand their product portfolio. For instance, in July 2019, Colgate announced a partnership with a top YouTube star, Ryan to launch a new kids’ oral care product line for encouraging kids to maintain their brushing routine. However, the pandemic situation has slowed down sales to a significant extent. Several companies faced similar challenges. However, the oral care market was less affected by the pandemic. Hence, from the third quarter of 2020, the market players started witnessing substantial growth and started offering online services to increase their reach and presence in the market. Some prominent players in the global pediatric oral care market include:
Johnson & Johnson
Church & Dwight Co. Inc.
Proctor & Gamble
Market size value in 2022
USD 9.0 billion
Revenue forecast in 2030
USD 15.5 billion
CAGR of 6.9% from 2022 to 2030
Base year for estimation
2018 - 2020
2022 - 2030
Revenue in USD million/billion and CAGR from 2022 to 2030
Revenue forecast, competitive landscape, growth factors, and trends
Product, application, distribution channel, price point, region
North America; Europe; Asia Pacific; Latin America; MEA
U.S.; Canada; U.K.; Germany; France; Italy; Spain; Japan; India; China; Australia; South Korea; Brazil; Mexico; Argentina; South Africa; Saudi Arabia; UAE
Key companies profiled
Colgate-Palmolive Company; Johnson & Johnson; Church & Dwight Co. Inc.; Unilever; Proctor & Gamble; Pigeon Corporation; Anchor Group; Oriflame; Amway; Dr. Fresh; Chattem; Dabur; Splat Baby
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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 pediatric oral care market report on the basis of product, application, distribution channel, price point, and region:
Product Outlook (Revenue, USD Million, 2018 - 2030)
Application Outlook (Revenue, USD Million, 2018 - 2030)
Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)
Price Point Outlook (Revenue, USD Million, 2018 - 2030)
Regional Outlook (Revenue, USD Million, 2018 - 2030)
b. The global pediatric oral care market size was estimated at USD 8.5 billion in 2021 and is expected to reach USD 9.0 billion in 2022.
b. The global pediatric oral care market is expected to grow at a compound annual growth rate of 6.9% from 2022 to 2030 to reach USD 15.5 billion by 2030.
b. The Asia Pacific dominated the pediatric oral care market with a share of 39.2% in 2021. This is attributable to an increase in the incidence of oral diseases such as tooth decay and cavities among children and a rise in awareness of the kid’s oral care products among the parents for maintaining oral hygiene.
b. Some of the players operating in this market are Unilever Plc, Johnson & Johnson, Church & Dwight Co. Inc., Pigeon Corporation, Procter & Gamble Company, Colgate-Palmolive Company, Anchor Group, Oriflame, Amway, Dr. Fresh., Chattem, Dabur, and Splat Baby
b. Key factors that are driving the pediatric oral care market growth include the rising awareness for pediatric oral hygiene, increasing prevalence of oral diseases in pediatrics, and increase in the number of launches of toothpaste for pediatrics.
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