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Sensitive Toothpaste Market

Sensitive Toothpaste Market

Sensitive Toothpaste Market By Product Type (Sensitive Toothpaste for Whitening, Rapid Relief and Other Sensitive Toothpaste), By Distribution Channel - Global Market Insights 2021 to 2031

Sensitive Toothpaste Market
  • Sep-2021
  • List of Tables : 74
  • List of Figures : 191
  • 170 Pages
  • Consumer Goods

Sensitive Toothpaste Market Outlook

The global sensitive toothpaste market is expected to grow at a CAGR of over 5% during the 2021-2031 forecast period. Consumer awareness of tooth sensitivity and its negative consequences is increasing, resulting in a strong demand for sensitive toothpaste.

This can be attributed to key players' unique awareness initiatives aimed at attracting, engaging, and delighting consumers. According to Fact.MR, the market was valued at US$ 1.5 Bn in 2020, expected to reach US$ 2.5 Bn by 2031, growing 1.6x.

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Key Points Addressed in Sensitive Toothpaste Industry Analysis

  • Market Estimates and Forecasts (2016-2031)
  • Key Drivers and Restraints Shaping Market Growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand Share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Sensitive Toothpaste and How to Navigate
  • Recommendation on Key Winning Strategies

2016-2020 Sensitive Toothpaste Consumption Analysis vs 2021-2031 forecast

From 2016 to 2020, sensitive toothpaste sales expanded at around 5% CAGR, concluding at US$ 1.5 Bn. Oral illnesses and teeth sensitivity problems are on the rise as a result of rapidly changing lifestyles and increased intake of alcohol and tobacco, spurring demand for sensitive toothpaste.

Increased sales of sensitive toothpaste have resulted from rising disposable incomes and extensive advertising to build brand image, fueling the market's expansion.

Furthermore, growing need for cosmetic dentistry will be critical in propelling the teeth whitening industry forward, which will propel sensitive toothpaste usage. Hence, global market for sensitive toothpaste is predicted to grow at a CAGR exceeding 5% from 2021 to 2031.

An Adaptive Approach to Modern-day Research Needs

How are Increasing Oral Health Concerns Widening Sensitive Toothpaste Consumption?

According to the World Health Organization, oral disease pose a major health burden for many countries, with nearly 3.5 billion people suffering from it. Over 530 million children suffer from dental caries of primary teeth, while severe periodontal disease impacts 1/10th of the global population.

Consequently, people are becoming highly conscious and striving to maintain good oral hygiene. The Centers for Disease Control and Prevention projects that the baby boomer generation is likely to retain their natural teeth, mainly due to reliance on fluoride toothpaste. Increased incidence of tooth sensitivity has accelerated demand for sensitive toothpaste worldwide.

Increasing Tobacco Consumption Spurring Sensitive Toothpaste Sales?

Excessive tobacco consumption through various means- be it cigarette smoking or chewing raw leaves- has led to an explosion of oral health problems, ranging from brittle teeth to oral cancers.

The American Dental Association estimates that smoking accounts for approximately 20% of deaths across the U.S. Because of the oral health implications of tobacco use, dental practices may provide a uniquely effective setting for tobacco use recognition, prevention and cessation. Whist quitting consumption, patients tend to rely on regular teeth brushing to clear any mark or residue left behind, which is impelling sensitive toothpaste demand.

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Country-wise Analysis

How has Asia been a Beneficiary of Sensitive Toothpaste?

Asia is a major market for sales of sensitive toothpaste. This expansion can be ascribed to rising disposable income and increased awareness of oral hygiene. Due to rising consumer demand for oral care products, India and China are the leading contributors.

According to the World Health Organization, over 34% of Indians suffer from oral sensitivity. The market for sensitive toothpaste in India is predicted to grow due to the rising demand for herbal and natural care toothpaste for sensitive teeth. According to Fact.MR, 47% of the revenue is poised to be generated from Asia.

What Supports Increasing Sensitive Toothpaste Sales in Europe?

Due to the large consumption of coffee, which contains components that can have negative effects on oral hygiene, Europe is projected to emerge as a market leader.

As a result, demand for these pastes, particularly vegan kinds of toothpaste, is increasing across the continent. As per the estimates by Fact.MR, the European landscape is likely to expand at over 5% CAGR through 2031.

What Supports Increasing Sensitive Toothpaste Sales in the U.S.?

In North America, high-cost dental care systems in the United States are encouraging consumers to take better care of their teeth, driving up demand for sensitive toothpaste.

According to the estimates put forth by Fact.MR, nearly 45% of global sensitive toothpaste demand is expected to be generated across the United States. Statistics revealed by the CDC establish that untreated tooth decay impacts more than 1 out of 4 U.S citizens. To prevent further acceleration, people are increasingly using sensitive toothpaste.

Category-wise Insights

Why are Rapid Relief Toothpaste in High Demand?

Rapid relief products are becoming more popular as customers with more discretionary cash spend more on dental care. Increased demand for instant relief from pain and discomfort has led to a surge on rapid relief sensitive toothpaste.

Rapid relief sensitive toothpastes are expected to grow at a 6% CAGR through 2021. More than a quarter of the overall market value is accounted for by the product type segment.

Why are Online Distribution Channels Highly Preferred?

The internet space is expanding globally, which is one of the positive factors that will help the market growth throughout the forecast period. Almost 40% of global sensitive toothpaste sales are now marketed online

With the growing number of producers, sales of sensitive toothpaste on the internet are also increasing. Due to internet sales, sensitive toothpaste will see a surge in demand and profit over the upcoming years.

How are Whitening Sensitive Toothpaste Acquiring Traction?

With a lion's share of more than 55% of the entire sensitive toothpaste market value, whitening sensitive toothpaste generates the most revenue for industry players. This is due to the product's capacity to prevent and heal tooth decay caused by dietary acid erosion.

By 2021, the teeth whitening segment is expected to expand by US$ 840.4 Mn. Despite the pandemic, the teeth whitening market grew by over 3% year over year in 2020 and is predicted to rise at a CAGR exceeding 4% during the forecast period.

Competitive Landscape

Strategic acquisitions, collaborations, and new releases are the primary goals of sensitive toothpaste manufacturers in the coming decade.

  • Avon Fresh Pro-Family Flouride Toothpaste is the most recent addition to Avon. Vitamin E is included in the Perfect 10-in-1 Protection Original Flavor for healthy gums. It strengthens teeth and protects them from decay.
  • The latest Sensodyne Tartar Control toothpaste for sensitive teeth works deep into the tooth to relieve unpleasant tooth sensitivity and prevent recurrence while also preventing tartar build-up.
  • To cleanse and lift stains, Signal's new White Now Detox solution contains 94 percent natural ingredients, including mineral clay and activated charcoal. White Now's White-Correct technology has been added to the mix.

Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value & ‘000 Units for Volume

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East & Africa

Key Countries Covered

  • U.S
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K
  • France
  • Spain
  • Italy
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • GCC
  • South Africa

Key Market Segments Covered

  • Product Type
  • Distribution Channel
  • Region

Key Companies Profiled

  • Ludovico Martelli SpA
  • Church and Dwight Co. Inc.
  • GlaxoSmithKline Plc.
  • Unilever Plc.
  • Amway International Inc.
  • Toms of Maine


Available upon Request

Key Segments Covered

  • Product Type

    • Sensitive Toothpaste for Whitening
    • Sensitive Toothpaste for Rapid Relief
    • Other Sensitive Toothpaste
  • Distribution Channel

    • Sensitive Toothpaste Sales via Supermarkets/Hypermarkets
    • Sensitive Toothpaste Sales via Convenience Stores
    • Sensitive Toothpaste Sales via Pharmacies and Drug Stores
    • Sensitive Toothpaste Sales via Online Channels

- FAQs -

According to Fact.MR, sales of sensitive toothpaste were valued at US$ 1.5 Bn as of 2020

From 2016 to 2020, sensitive toothpaste demand surged at a CAGR of nearly 5%

From 2021 to 2031, sensitive toothpaste sales are expected to reach US$ 2.5 Bn expanding at over 5% CAGR

Increased prevalence of oral health problems arising out of unhealthy eating habits and tobacco consumption is spurring sales

More than 2 out of 5 sales of sensitive toothpaste are likely to take place in the U.S market

According to Fact.MR, sensitive toothpaste sales are expected account for 47% of global demand

Sales of sensitive toothpaste across Europe are poised to register a CAGR of 5% through 2031

Whitening sensitive toothpaste are expected to remain top selling, with over 55% of market share

According to Fact.MR, rapid relief sensitive toothpaste is expected to surge at a CAGR of 6%

Unilever Plc, GlaxoSmithKline Plc. and Amway International Inc. are some prominent manufacturers of sensitive toothpaste

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