Oral Care Market

Global Oral Care Market Size (2024 to 2029)

The oral care market is expected to grow at a CAGR of 3.1% during the forecast period. As a result, the global market size is estimated to grow to USD 69.25 billion by 2029 from USD 56.01 billion in 2024.

Product innovations and massive investment in marketing and promotional activities by the key players positively impact the global oral care market. Nevertheless, low awareness among consumers about technological innovations in the oral care market hinders the growth rate. The concern towards oral hygiene among people has been significantly growing worldwide. Increasing awareness regarding maintaining healthy oral hygiene and fresh and pleasant breath influences the demand for oral care products. Many new oral care products have been introduced with technological advancements.

According to the World Health Organization reports, it is stated that over 530 million children suffer from dental caries of primary teeth. Key market participants such as Procter & Gamble and Colgate-Palmolive have taken initiatives to spread dental hygiene awareness. Leading market players are focussing on innovative products concerning customer interest. Products include innovative features such as a linear magnetic drive, an intelligent display with personalized brushing mode, and a redesigned brush head to offer optimal oral health.

Global Oral Care Market Drivers:

The rigorous efforts made by dentists and market participants to increase the awareness levels of good oral hygiene among people primarily propel the growth of the oral care market.Y-O-Y growth in the prevalence of dental caries in children and adults is expected to drive the oral hygiene market during the forecast period. Factors such as periodontal diseases and other diseases, growing awareness about oral hygiene, and the rising number of small and medium private clinics worldwide propel market growth. Besides, government initiatives to conduct medical camps to create oral hygiene awareness in emerging countries and investments from private organizations for improving healthcare infrastructure are further anticipated to expand the global oral care market growth. Companies in this market focus on innovative dental products that enable patients to opt for suitable products. Other factors, such as growing technological advancements and new procedures and treatments, are estimated to improve the market's growth rate. Orthodontic treatments were mainly used for children and teens, and now many adults are opting for these treatments is considered a significant growth factor. Moreover, increased variety and targeted solution-seeking customers accelerate the development of the market. 

The growing number of players working at the regional level has further increased the competition in the market. The rise of local players in developing markets such as India, China, and Brazil also increase global players' pricing pressure. Regional players offer similar products at lower prices than multi-national companies and sell the products on e-commerce websites at low prices, creating pricing pressure on international players. Prominent players in the market are highly dependent on consumer stores, as they are the manufacturers' immediate clients. 

Additionally, mouth cancer incidents and the growing appeal for good aesthetic appearance also support the market's growth. Furthermore, oral hygiene products also include personal care and beauty products, like mouth fresheners, teeth whiteners, etc., which leads to growth for the market.

Global Oral Care Market Restraints:

Competitive pricing burden on the prominent market players, the risk associated with the oral care treatments, and unfavorable healthcare reforms hamper the global oral care market growth. In addition, supermarkets like Wal-Mart, Target, and Costco have a high negotiating strength; retailer consolidation could create cost and margin pressure on production companies. Furthermore, the increased bargaining power of buyers may negatively impact the manufacturers' business.

Impact of COVID-19 on the global oral care market:

Like all other consumer staples markets, the Oral care market will positively affect its growth due to COVID-19 and is predicted to record a higher growth rate than the global GDP. Market growth in 2020 is anticipated to increase compared to 2019 and accelerate at a CAGR of more than 4%. The impact on the market will normalize by Q3-2021 in the best-case scenario and Q1-2022 in the worst. The market is facing a positive impact from the pandemic as it was found that oral care became essential in the patients of the disease. The patients of covid-19 had suffered from fungal infections, xerostomia, ulcerations, decreased flow of saliva, gingivitis, etc., due to the weakening of the immune system, which led to the need for oral hygiene and care products supporting market growth.

REPORT SCOPE:

This research report on the global oral care market has been segmented based on the Product, distribution channel, and Region.

Global Oral care market - By Product:

• Toothpaste
• Toothbrushes & accessories
• Mouthwashes/Rinses
• Dental Accessories/Ancillaries
• Denture Products
• Dental Prosthesis Cleaning Solutions

The toothpaste segment controlled the largest market share in 2020 due to its increased adoption and utility in maintaining proper oral hygiene and preventing dental problems. Teeth whitening toothpaste is one of the most popular products holding the largest share. Manufacturers continually focus on implementing innovative strategies and introducing a broad portfolio of products to improve their market position.

However, introducing advanced variants of toothbrushes, like electric and battery-powered ones, is expected to increase the toothbrush segment, project the fastest growth over the forecast period, and emerge dominant by 2028. These products offer additional advantages like total mouth improvement, including different modes for usage such as deep clean, daily clean, tongue cleaning, whitening, and massaging.

Mouthwash is anticipated to point out profitable growth over the forecast period because of its increasing oral hygiene maintenance usage. However, despite its benefits, side effects are similar to staining teeth, damage to the oral tissue layer and adverse reactions if ingested, particularly in kids. These factors are likely to restrain their usage.

Denture products expect to witness significant growth over the forecast period. New product development and launch are key factors influencing the market.

Global Oral care market - By Distribution Channel:

• General convenience Stores
• Retail Pharmacies
• Online Distribution
• Dental Dispensaries

Convenience stores control a significant share of the oral care distribution channels due to their numbers and close to consumers. Convenience stores are the most common sellers of daily necessities and are frequently visited by multiple customers supporting the segment's growth. As oral hygiene products like toothpaste, toothbrush, mouth fresheners, etc., are ubiquitous, they are easily available in these stores.

The retail pharmacies segment is also expected to have a market share due to the presence of good dental products with a wide range for all kinds of teeth in these sellers. In addition, pharmacies have even advanced varieties of hygiene products that are commonly unavailable at ordinary convenience stores leading to demand for the segment.

Global Oral care market - By Region:

• Asia Pacific
• Europe
• North America
• Latin America
• The Middle East and Africa

In 2020, the global market was dominated by the Asia Pacific oral care market and was predicted to show the highest growth rate from 2024 to 2029. The high growth rate of the Asia Pacific Oral Care Market can mainly be attributed to an increase in the number of geriatric populations associated with edentulism, an increase in the prevalence of dental caries and other periodontal diseases in children and adults, an increase in healthcare expenditure, increased awareness of oral healthcare, and a greater willingness to spend more on dental care. Increased focus on market leaders in emerging Asian countries will also further facilitate this Region's growth. Consumers in developed countries like China and Japan know oral health techniques, so the demand for oral care products is high. Ayurvedic or natural ingredient products drive the oral care market in India. Ayurvedic revolution products are the focus of major companies in India.

In 2021, the European oral care market was second in capturing the market share due to the growing prevalence of oral diseases, especially in its eastern parts. In addition, a massive geriatric population base boosts the market growth.

The U.S. oral care market is projected to grow at a healthy CAGR during the forecast period. Higher affordability in developed countries like the U.S. has fuelled the demand for the latest products like electric toothbrushes and fresh breath strips, leading to a significant revenue share of the North American market in 2019. Moreover, skilled dental hygienists project higher growth in the U.S.

KEY MARKET PARTICIPANTS AND SHARE INSIGHTS:

Sunstar Suisse SA, Henkel AG & Co. KGaA, GlaxoSmithKline PLC, Unilever, Johnson & Johnson, Procter & Gamble, Colgate-Palmolive Company, and Church & Dwight Co. Inc. are some of the key players in the global oral care market. R&D and new product launches are the most used strategies by the key market participants to maximize their share in the global oral care market.

RECENT HAPPENINGS IN THIS MARKET:

• GlaxoSmithKline Consumer Healthcare Limited (India) and Hindustan Unilever Limited (HUL) merger in April 2020 made HUL responsible for distributing GSK's Consumer Healthcare brands, like its leading oral healthcare brand, Sensodyne, in India.
• In April 2020, Perrigo Company plc (Ireland) acquired the oral care assets of High Ridge Brands (U.S.), which includes Dr. Fresh, LLC.
• In January 2020, Perrigo Company plc's Ranir subsidiary acquired Steripod, Bonfit America Inc (U.S.), a leading toothbrush accessory and inventor brand.
• In December 2019, Colgate-Palmolive Company launched Colgate Optic White Renewal Toothpaste.
• In February 2023, Ionic Ventures cut its stakes in Bruush oral care (BRSH).
•  In February 2023, Philips and Candid partnered to provide effective and more efficient orthodontic solutions to professionals working in dentistry.