Analysis of Toothcare market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more
The global tooth care market value is estimated at USD 27.4 billion in 2022 and is projected to reach USD 39.1 billion by 2032, growing at a CAGR of 3.6% from 2022 to 2032.
Base Year Value (2021A)
USD 26.5 billion
Estimated Year Value (2022E)
USD 27.4 billion
Projected Year Value (2032F)
USD 39.1 billion
Value CAGR (2022-2032)
Collective Value Share (US, China, Brazil): Top 3 Countries
Key Companies Profiled
Moreover, the market accounts for around 74% of the global oral care market which was valued at USD 35.7 billion in 2021.
Frequent cases recorded for periodontal diseases, mouth cancers and other tooth related dental diseases escalated the market scenario for dental care products. This market is expected to expand over the next five years due to increase in number of low-cost oral hygiene oriented products. Post-COVID consumer’s visit and consultancy to dentists for common dental problems such as tooth decay, bad breaths or toothaches which has ultimately helped propel the sale of tooth care products. Moreover, as compared to the dentist’s fee and spending money on pills the cost to benefit ratio of tooth care kit is much higher. Alongside, these products are easily available in retail stores where consumers can purchase them without dentist prescriptions. Moreover, tooth care for dogs and cats have started gaining traction.
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Dental care has been a part of the personal hygiene routine among consumers for thousands of years. Originally, people preferred using organic ingredients such as ash and coal to maintain their oral health.
Technological advancements in toothcare products and new product innovations were noted in recent years. Due to which, manufacturers started offering different varieties of tooth care products. For instance, rising demand for herbal toothpaste among consumers is anticipated to push the overall growth rate of toothpaste market in the forecast period.
Innovation of electric toothbrushes along with introduction of different levels of hardness of bristles gives consumers varied alternatives. This is likely to positively impact the sales of toothbrushes in the tooth care market by 2032 end.
Due to the increasing demand for toothpastes and toothbrushes among consumers the overall tooth care market is anticipated to show a considerable growth rate over the assessment period.
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As reported by WHO, almost 3.5 billion people were affected by oral diseases in the year 2020. This is reflective of the fact that there is an increasing number of people suffering from oral sickness, which is likely to support the business of tooth care products.
Moreover, treatment for dental problems is expensive which only accounts for 5% of the total health expenditure in developed countries. As a result, increasing number of people are inclined towards economic alternatives to maintain their oral health such as toothpaste and mouthwashes. Furthermore, dental dispensaries opened by multiple small and medium-sized clinics also help boost the growth of tooth care market.
However, tooth care manufacturers are facing hindrance in sales growth due to competitive pricing and limited awareness of consumers related to the technological innovation and dental care tips in the industry. For instance, in 2021, Spry Toothpaste (Xlear Inc.) formulated a new toothpaste by combining nanosized trimetaphosphate (TMP) and fluoride to protect teeth enamel from decay.
Know thy Competitors
Competitive landscape highlights only certain players
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According to a recent survey conducted by Center for Disease Control and Prevention (CDC), a public health agency in the United States, one out of every third adults in the country have untreated tooth decays and gum disease. As a result, the country has emerged as one of the highest demand generators for tooth care products.
Rising spending capacity of consumers in the country has enabled a hike in sales of oral care products. In order to meet this increasing demand from consumers, leading players in the market such as Church & Dwight Co. Inc, Colgate-Palmolive Company and Procter & Gamble have expanded their product portfolio, thus, supporting the emergence of the United States as one of the prominent markets for tooth care products.
The tooth care market in developed countries such as Japan has a loyal consumer base. This is due to the fact that consumers in Japan are well aware of the importance of maintaining oral health. As a result, the demand for tooth care products in the country is high.
Moreover, consumers in the country are brand conscious and have a higher tendency to spend more money on tooth care products that ensure a safer and effective tooth care routine. This is anticipated to fuel the sales of branded tooth care products in the country.
Rising instances of poor eating habits among children and adults along with the increasing popularity of herbal toothpaste is predicted to positively influence the escalating sales of toothpaste compared to other tooth care products available in the market.
Consciousness among consumers about oral health has convinced the manufacturers to introduce new products as per consumer requirements such as teeth whitening toothpaste, gum strengthening toothpaste and toothpaste for sensitive teeth. This broad portfolio of products available in the market has favorably impacted the sales of the product.
Thus, heavy investment by companies to expand their toothpaste product portfolio has helped them to earn higher revenues due to the growing demand from consumers.
Other inorganic market strategies are also being adopted by manufacturers to widen their consumer base for toothpaste. For instance, Unilever bought toothpaste brands, namely, Parogencyl and Fluocaril from Procter & Gamble to expand their geographical reach in Spain and France.
The aforementioned factors are poised to aid toothpaste as the top-selling product over the forecast period.
Traditionally, convenience stores were the most preferred sales channel for essential consumer products such as tooth care items. This was due to the technological advancements in these stores such as contactless mobile payments, self-checkouts and cash machines to allow shoppers to buy easily without any hassle.
However, in the recent past, the COVID impact caused these stores to shut down for an indefinite period adhering to the social distancing and lockdown protocols. This resulted in an increased adoption of e-commerce platforms for the purchase of everyday necessary products like toothbrushes, toothpastes and mouthwashes. The trend prevails in the post COVID era as well, due to the ease of access through mobile applications and fast delivery of the products at doorsteps.
Thus, owing to the above-mentioned factors, online sales channels have emerged to be the most preferred sales channel among consumers to purchase tooth care products.
Tooth care market competitive landscape shows top manufacturers in the tooth care market, which includes Reckitt Benckiser Group plc, Adcock Ingram, GlaxoSmithKline plc, Procter & Gamble, Mundipharma International, Colgate-Palmolive Company, Oral-B Laboratories, Church & Dwight Co. Inc., Royal Philips N.V., Kao Corp., Henkel AG & Co., Petra Soap, CosmoLAB and Cinoll.
Key players in the tooth care market are focusing on introducing new and innovative products which are economical, to treat ever-increasing incidences of rare dental problems. For instance, in 2021, PlayMonster acquired BriteBrush to expand the line of interactive toothbrushes especially for kids globally. Moreover, manufacturers are investing in the formulation of consumables and reinventing their product lines with new designs and increased applicability.
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The global tooth care market is estimated to be worth USD 27.4 billion by 2022
The demand is anticipated to surpass a valuation of USD 39.1 billion by 2032 end
Global demand for tooth care rose at a rate of 3.6% from 2022 to 2032
Between 2017 and 2021, the market grew at a 2.6% CAGR
Reckitt Benckiser Group plc, GlaxoSmithKline plc, Adcock Ingram, Procter & Gamble and Colgate-Palmolive Company are the most prominent players in the global tooth care market
The US, China, Brazil and Japan are the most prominent countries contributing to high demand for tooth care
U.S. tooth care market share in 2022 is around 92.1% of the North American tooth care market and the China market size in 2022 is around 50.1% of the overall East Asia market
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