Oral Care Market

Oral Care Market

Oral Care Market Forecasts to 2028 – Global Analysis By Type (Cordless, Countertop), Product (Toothpastes, Denture Care Fixtures), Application, and By Geography

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Published: 2022 ID: SMRC21632

This report covers the impact of COVID-19 on this global market

Years Covered


Estimated Year Value (2021)

US $47.13 BN

Projected Year Value (2028)

US $66.76 BN

CAGR (2021 - 2028)


Regions Covered

North America, Europe, Asia Pacific, South America, and Middle East & Africa

Countries Covered

US, Canada, Mexico, Germany, UK, Italy, France, Spain, Japan, China, India, Australia, New Zealand, South Korea, Rest of Asia Pacific, South America, Argentina, Brazil, Chile, Middle East & Africa, Saudi Arabia, UAE, Qatar, and South Africa

Largest Market

Asia Pacific

Highest Growing Market

North America

According to Stratistics MRC, the Global Oral Care Market is accounted for $47.13 billion in 2021 and is expected to reach $66.76 billion by 2028 growing at a CAGR of 5.1% during the forecast period. Oral care products are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene. Maintaining healthy gums, teeth, and tongue needs good dental or oral care. Bad breath, dry mouth, cold sores, decay, and thrush are all manageable oral issues with correct diagnosis and oral care products.

People are focusing on oral hygiene more than ever before because of the rising prevalence of dental caries. According to World Health Organization, The Global Burden of Disease Study 2019 estimated that oral diseases affect close to 3.5 billion people worldwide, with caries of permanent teeth being the most common condition. Globally, it is estimated that 2 billion people suffer from caries of permanent teeth and 520 million children suffer from caries of primary teeth. The growing awareness regarding the importance of maintaining oral hygiene has led to a rise in expenditure on dental healthcare, which is augmenting the oral care market. 

Market Dynamics:


Rising incidence of dental and gum related diseases

There has been an increase in the occurrence of dental conditions such as bad breath, tooth decay, mouth cancer, and others in the past few years. This has given rise to the requirement for oral care items. Tooth decay and periodontal diseases are the most widespread chronic diseases worldwide and constitute a significant global public health challenge. Furthermore, factors such as rising awareness regarding health & maintaining oral hygiene of people, the escalating number of dental clinics & oral cosmetic stores along with the growing income of the population will drive the growth of the market.


Effects experienced because of few ingredients

Utilization of certain additives such as abrasive agents and humectants in the toothpaste and mouthwash items for purpose of improving the taste & color of these items may prompt different allergic reactions to the teeth & gum. This largely impacts the demand for such items. Also, intense rivalry from the local players in the market with their competitive pricing restrains the market growth.


Increasing number of dental spas

Many dentist specialists are focusing on providing aesthetic spa treatments along with different regular oral caries to cater to the additional personal care needs of the patients. This can reduce the patient’s dental-related anxiety triggers during the dental operation process which subsequently drives the demand for related dental cosmetic items. Also, the provision of the various 4D-based video & image visuals at the dental spa clinics has supported the creation of a luxury experience for the patients.


Lack of consumer awareness for herbal products

Few developed regions are not aware of herbal oral care products. The idea of herbal oral care products gained momentum in India. The top purchaser goods market player of India introduced herbal and organic oral care products in the Indian market. Gradually, the Asia-Pacific region has begun to accept this kind of product. Thus, the lack of consumer awareness for herbal products in a few countries is acting as a challenge to the growth of the oral care market. 

The cordless segment is expected to be the largest during the forecast period

The cordless segment is estimated to have a lucrative growth 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 home segment is expected to have the highest CAGR during the forecast period

The home segment is anticipated to witness the fastest CAGR growth during the forecast period as most patients with more than moderate consciousness of dental hygiene opt for home-use oral irrigators. Attributable to increasing awareness about bleeding gums caused by string floss and the challenge of maintaining dental hygiene, home-use oral irrigators, prominently known as water floss, are being increasingly adopted.

Region with highest share:

Asia Pacific is projected to hold the largest market share during the forecast period because of growing dental tourism in major Asian markets, the increasing focus of prominent players on emerging Asian countries; rising healthcare expenditure combined with the increasing disposable income, and the growing number of dental clinics; and the rising awareness regarding oral healthcare are driving the oral care market in the Asia Pacific region.

Region with highest CAGR:

North America is projected to have the highest CAGR over the forecast period owing to rising consumer spending on oral healthcare products. Additionally, the growing prevalence of oral-related diseases in countries such as Canada, and Mexico is further driving the demand for such products. According to the statistics presented by the World Health Organization (WHO), in Mexico, new lip or oral cancer cases have been estimated to be in 2017 in 2018, 1.1% up from the previous year.

Key players in the market

Some of the key players profiled in the Oral Care Market include Perrigo Company plc, Sunstar Suisse S.A., Unilever plc, Kao Corporation, Procter & Gamble, GC Corporation, Orkla, Lion Corporation, Koninklijke Philips N.V., Colgate-Palmolive Company, Johnson & Johnson, Henkel AG & Co. KGaA, GlaxoSmithKline plc, Church & Dwight Co, Inc and 3M Company. 

Key Developments:

In Sep 2021, GlaxoSmithKline plc launched Dr. BEST GreenClean toothbrush, the first carbon-neutral toothbrush, with a handle made from renewable cellulose. The Dr.BEST GreenClean toothbrush handle is made from renewable cellulose and ‘tall oil’ - a wood-based bioplastic that is derived from pine, spruce and birch trees in sustainable forests, and is being applied in oral care for the first time by GSKCH.

In April 2019, Unilever plc has signed an agreement to acquire the Fluocaril and Parogencyl oral care brands from P&G (The Procter & Gamble Company). The acquisition will give Unilever a leading position in oral care within the French pharmacy channel as well as strong positions in Spain. With their powerful brand heritage, high awareness and sound reputation amongst dentists, these brands are a great complement to Unilever’s existing oral care portfolio.
Types Covered:
• Cordless
• Countertop
Products Covered:
• Toothbrushes & Accessories
• Mouthwashes/ Rinses
• Dental Accessories/ Ancillaries
• Toothpastes
• Dental Products (Fixatives)
• Dental Prosthesis Cleaning Solutions
• Denture Care Fixtures
• Other Products
Age Groups Covered:
• Kids
• Geriatric 
• Adults
Price Ranges Covered:
• Low (Below US$ 20)
• Medium (US$ 20 - 100)
• High (US$ 100 - 250)
Distribution Channels Covered:
• Supermarket & Hypermarket/Consumer Stores
• Retail Pharmacies/ Departmental Stores
• Online Distribution
• Drug Stores & Pharmacies
• Convenience Stores
• Specialty Stores
• Dental Dispensaries
Applications Covered:
• Commercial/Dentistry
• Home

Regions Covered:
• North America
o US
o Canada
o Mexico
• Europe
o Germany
o UK
o Italy
o France
o Spain
o Rest of Europe
• Asia Pacific
o Japan       
o China       
o India       
o Australia 
o New Zealand
o South Korea
o Rest of Asia Pacific   
• South America
o Argentina
o Brazil
o Chile
o Rest of South America
• Middle East & Africa
o Saudi Arabia
o Qatar
o South Africa
o Rest of Middle East & Africa

What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2020, 2021, 2022, 2025, and 2028
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements

Free Customization Offerings:
All the customers of this report will be entitled to receive one of the following free customization options:
• Company Profiling
o Comprehensive profiling of additional market players (up to 3)
o SWOT Analysis of key players (up to 3)
• Regional Segmentation
o Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
o Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary                
2 Preface                 
 2.1 Abstract                
 2.2 Stake Holders               
 2.3 Research Scope               
 2.4 Research Methodology              
  2.4.1 Data Mining              
  2.4.2 Data Analysis              
  2.4.3 Data Validation              
  2.4.4 Research Approach              
 2.5 Research Sources                
  2.5.1 Primary Research Sources             
  2.5.2 Secondary Research Sources             
  2.5.3 Assumptions              
3 Market Trend Analysis               
 3.1 Introduction               
 3.2 Drivers                 
 3.3 Restraints               
 3.4 Opportunities               
 3.5 Threats                
 3.6 Product Analysis               
 3.7 Application Analysis              
 3.8 Emerging Markets               
 3.9 Impact of Covid-19                
4 Porters Five Force Analysis               
 4.1 Bargaining power of suppliers              
 4.2 Bargaining power of buyers              
 4.3 Threat of substitutes              
 4.4 Threat of new entrants              
 4.5 Competitive rivalry               
5 Global Oral Care Market, By Type              
 5.1 Introduction               
 5.2 Cordless                
 5.3 Countertop               
6 Global Oral Care Market, By Product              
 6.1 Introduction               
 6.2 Toothbrushes & Accessories              
  6.2.1 Replacement Toothbrush Heads            
  6.2.2 Manual Toothbrushes             
  6.2.3 Electric Toothbrushes (Rechargeable)            
  6.2.4 Battery-Powered Toothbrushes (Non-rechargeable)          
 6.3 Mouthwashes/Rinses              
  6.3.1 Medicated Mouthwashes             
  6.3.2 Non-Medicated Mouthwashes             
 6.4 Dental Accessories/Ancillaries              
  6.4.1 Dental Flosses         Waxed         Unwaxed         Thread         Dental Tape             
  6.4.2 Tongue Scrapers              
  6.4.3 Fresh Breath Strips              
  6.4.4 Dental Water Jets              
  6.4.5 Cosmetic Dental Whitening Products/Teeth Brighteners          
  6.4.6 Fresh Breath Dental Chewing Gum            
 6.5 Toothpastes               
  6.5.1 Powders               
  6.5.2 Polishes               
  6.5.3 Gels               
  6.5.4 Pastes               
 6.6 Dental Products (Fixatives)              
 6.7 Dental Prosthesis Cleaning Solutions             
 6.8 Denture Care Fixtures              
  6.8.1 Partial               
  6.8.2 Over Denture              
  6.8.3 Complete              
 6.9 Other Products               
  6.9.1 Adhesive               
  6.9.2 Mouth Freshener Sprays             
  6.9.3 Oral Irrigators              
7 Global Oral Care Market, By Age Group              
 7.1 Introduction               
 7.2 Kids                
 7.3 Geriatric                  
 7.4 Adults                
8 Global Oral Care Market, By Price Range              
 8.1 Introduction               
 8.2 Low (Below US$ 20)               
 8.3 Medium (US$ 20 - 100)              
 8.4 High (US$ 100 - 250)               
9 Global Oral Care Market, By Distribution Channel             
 9.1 Introduction               
 9.2 Supermarket & Hypermarket/Consumer Stores            
 9.3 Retail Pharmacies/ Departmental Stores             
 9.4 Online Distribution               
 9.5 Drug Stores & Pharmacies              
 9.6 Convenience Stores               
 9.7 Specialty Stores                
 9.8 Dental Dispensaries               
10 Global Oral Care Market, By Application              
 10.1 Introduction               
 10.2 Commercial/Dentistry              
 10.3 Home                
11 Global Oral Care Market, By Geography              
 11.1 Introduction               
 11.2 North America               
  11.2.1 US               
  11.2.2 Canada               
  11.2.3 Mexico               
 11.3 Europe                
  11.3.1 Germany               
  11.3.2 UK               
  11.3.3 Italy               
  11.3.4 France               
  11.3.5 Spain               
  11.3.6 Rest of Europe              
 11.4 Asia Pacific               
  11.4.1 Japan               
  11.4.2 China               
  11.4.3 India               
  11.4.4 Australia               
  11.4.5 New Zealand              
  11.4.6 South Korea              
  11.4.7 Rest of Asia Pacific              
 11.5 South America               
  11.5.1 Argentina              
  11.5.2 Brazil               
  11.5.3 Chile               
  11.5.4 Rest of South America             
 11.6 Middle East & Africa              
  11.6.1 Saudi Arabia              
  11.6.2 UAE               
  11.6.3 Qatar               
  11.6.4 South Africa              
  11.6.5 Rest of Middle East & Africa             
12 Key Developments                
 12.1 Agreements, Partnerships, Collaborations and Joint Ventures           
 12.2 Acquisitions & Mergers              
 12.3 New Product Launch              
 12.4 Expansions               
 12.5 Other Key Strategies              
13 Company Profiling                
 13.1 Perrigo Company plc              
 13.2 Sunstar Suisse S.A.               
 13.3 Unilever plc               
 13.4 Kao Corporation                
 13.5 Procter & Gamble               
 13.6 GC Corporation               
 13.7 Orkla                 
 13.8 Lion Corporation               
 13.9 Koninklijke Philips N.V.               
 13.10 Colgate-Palmolive Company              
 13.11 Johnson & Johnson               
 13.12 Henkel AG & Co. KGaA              
 13.13 GlaxoSmithKline plc              
 13.14 Church & Dwight Co, Inc               
 13.15 3M Company               
List of Tables                 
1 Global Oral Care Market Outlook, By Region (2020-2028) ($MN)           
2 Global Oral Care Market Outlook, By Type (2020-2028) ($MN)            
3 Global Oral Care Market Outlook, By Cordless (2020-2028) ($MN)           
4 Global Oral Care Market Outlook, By Countertop (2020-2028) ($MN)           
5 Global Oral Care Market Outlook, By Product (2020-2028) ($MN)           
6 Global Oral Care Market Outlook, By Toothbrushes & Accessories (2020-2028) ($MN)         
7 Global Oral Care Market Outlook, By Replacement Toothbrush Heads (2020-2028) ($MN)         
8 Global Oral Care Market Outlook, By Manual Toothbrushes (2020-2028) ($MN)          
9 Global Oral Care Market Outlook, By Electric Toothbrushes (Rechargeable) (2020-2028) ($MN)         
10 Global Oral Care Market Outlook, By Battery-Powered Toothbrushes (Non-rechargeable) (2020-2028) ($MN)       
11 Global Oral Care Market Outlook, By Mouthwashes/ Rinses (2020-2028) ($MN)          
12 Global Oral Care Market Outlook, By Medicated Mouthwashes (2020-2028) ($MN)          
13 Global Oral Care Market Outlook, By Non-Medicated Mouthwashes (2020-2028) ($MN)         
14 Global Oral Care Market Outlook, By Dental Accessories/ Ancillaries (2020-2028) ($MN)         
15 Global Oral Care Market Outlook, By Dental Flosses (2020-2028) ($MN)           
16 Global Oral Care Market Outlook, By Tongue Scrapers (2020-2028) ($MN)           
17 Global Oral Care Market Outlook, By Fresh Breath Strips (2020-2028) ($MN)          
18 Global Oral Care Market Outlook, By Dental Water Jets (2020-2028) ($MN)          
19 Global Oral Care Market Outlook, By Cosmetic Dental Whitening Products/Teeth Brighteners (2020-2028) ($MN)        
20 Global Oral Care Market Outlook, By Fresh Breath Dental Chewing Gum (2020-2028) ($MN)         
21 Global Oral Care Market Outlook, By Toothpastes (2020-2028) ($MN)           
22 Global Oral Care Market Outlook, By Powders (2020-2028) ($MN)            
23 Global Oral Care Market Outlook, By Polishes (2020-2028) ($MN)           
24 Global Oral Care Market Outlook, By Gels (2020-2028) ($MN)            
25 Global Oral Care Market Outlook, By Pastes (2020-2028) ($MN)           
26 Global Oral Care Market Outlook, By Dental Products (Fixatives) (2020-2028) ($MN)          
27 Global Oral Care Market Outlook, By Dental Prosthesis Cleaning Solutions (2020-2028) ($MN)         
28 Global Oral Care Market Outlook, By Denture Care Fixtures (2020-2028) ($MN)           
29 Global Oral Care Market Outlook, By Partial (2020-2028) ($MN)           
30 Global Oral Care Market Outlook, By Over Denture (2020-2028) ($MN)           
31 Global Oral Care Market Outlook, By Complete (2020-2028) ($MN)           
32 Global Oral Care Market Outlook, By Other Products (2020-2028) ($MN)           
33 Global Oral Care Market Outlook, By Adhesive (2020-2028) ($MN)           
34 Global Oral Care Market Outlook, By Mouth Freshener Sprays (2020-2028) ($MN)          
35 Global Oral Care Market Outlook, By Oral Irrigators (2020-2028) ($MN)           
36 Global Oral Care Market Outlook, By Age Group (2020-2028) ($MN)           
37 Global Oral Care Market Outlook, By Kids (2020-2028) ($MN)            
38 Global Oral Care Market Outlook, By Geriatric (2020-2028) ($MN)           
39 Global Oral Care Market Outlook, By Adults (2020-2028) ($MN)           
40 Global Oral Care Market Outlook, By Price Range (2020-2028) ($MN)           
41 Global Oral Care Market Outlook, By Low (Below US$ 20) (2020-2028) ($MN)          
42 Global Oral Care Market Outlook, By Medium (US$ 20 - 100) (2020-2028) ($MN)          
43 Global Oral Care Market Outlook, By High (US$ 100 - 250) (2020-2028) ($MN)          
44 Global Oral Care Market Outlook, By Distribution Channel (2020-2028) ($MN)          
45 Global Oral Care Market Outlook, By Supermarket & Hypermarket/Consumer Stores (2020-2028) ($MN)        
46 Global Oral Care Market Outlook, By Retail Pharmacies/ Departmental Stores (2020-2028) ($MN)         
47 Global Oral Care Market Outlook, By Online Distribution (2020-2028) ($MN)          
48 Global Oral Care Market Outlook, By Drug Stores & Pharmacies (2020-2028) ($MN)          
49 Global Oral Care Market Outlook, By Convenience Stores (2020-2028) ($MN)          
50 Global Oral Care Market Outlook, By Specialty Stores (2020-2028) ($MN)           
51 Global Oral Care Market Outlook, By Dental Dispensaries (2020-2028) ($MN)          
52 Global Oral Care Market Outlook, By Application (2020-2028) ($MN)           
53 Global Oral Care Market Outlook, By Commercial/Dentistry (2020-2028) ($MN)          
54 Global Oral Care Market Outlook, By Home (2020-2028) ($MN)            
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.    

List of Figures


Research Methodology

We at Stratistics opt for an extensive research approach which involves data mining, data validation, and data analysis. The various research sources include in-house repository, secondary research, competitor’s sources, social media research, client internal data, and primary research.

Our team of analysts prefers the most reliable and authenticated data sources in order to perform the comprehensive literature search. With access to most of the authenticated data bases our team highly considers the best mix of information through various sources to obtain extensive and accurate analysis.

Each report takes an average time of a month and a team of 4 industry analysts. The time may vary depending on the scope and data availability of the desired market report. The various parameters used in the market assessment are standardized in order to enhance the data accuracy.

Data Mining

The data is collected from several authenticated, reliable, paid and unpaid sources and is filtered depending on the scope & objective of the research. Our reports repository acts as an added advantage in this procedure. Data gathering from the raw material suppliers, distributors and the manufacturers is performed on a regular basis, this helps in the comprehensive understanding of the products value chain. Apart from the above mentioned sources the data is also collected from the industry consultants to ensure the objective of the study is in the right direction.

Market trends such as technological advancements, regulatory affairs, market dynamics (Drivers, Restraints, Opportunities and Challenges) are obtained from scientific journals, market related national & international associations and organizations.

Data Analysis

From the data that is collected depending on the scope & objective of the research the data is subjected for the analysis. The critical steps that we follow for the data analysis include:

  • Product Lifecycle Analysis
  • Competitor analysis
  • Risk analysis
  • Porters Analysis
  • PESTEL Analysis
  • SWOT Analysis

The data engineering is performed by the core industry experts considering both the Marketing Mix Modeling and the Demand Forecasting. The marketing mix modeling makes use of multiple-regression techniques to predict the optimal mix of marketing variables. Regression factor is based on a number of variables and how they relate to an outcome such as sales or profits.

Data Validation

The data validation is performed by the exhaustive primary research from the expert interviews. This includes telephonic interviews, focus groups, face to face interviews, and questionnaires to validate our research from all aspects. The industry experts we approach come from the leading firms, involved in the supply chain ranging from the suppliers, distributors to the manufacturers and consumers so as to ensure an unbiased analysis.

We are in touch with more than 15,000 industry experts with the right mix of consultants, CEO's, presidents, vice presidents, managers, experts from both supply side and demand side, executives and so on.

The data validation involves the primary research from the industry experts belonging to:

  • Leading Companies
  • Suppliers & Distributors
  • Manufacturers
  • Consumers
  • Industry/Strategic Consultants

Apart from the data validation the primary research also helps in performing the fill gap research, i.e. providing solutions for the unmet needs of the research which helps in enhancing the reports quality.

For more details about research methodology, kindly write to us at info@strategymrc.com

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