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Mouthwash Market

Mouthwash Market

Mouthwash Market Forecast, Trend Analysis & Competition Tracking - Global Market insights 2021 to 2031

Mouthwash Market
  • Sep-2021
  • List of Tables : 111
  • List of Figures : 87
  • 170 Pages
  • Consumer Goods

Market Snapshot

Recent data published by Fact.MR anticipates the global mouthwash market to be valued at US$ 8.49 Bn in 2021, predicted to increase at a CAGR of over 6% into the upcoming decade. The market is likely to be driven by the increased frequency of dental caries in both children and adults. As per the report, cosmetic mouthwash shall account for over 1/3rd of overall market volume by 2026.

Key Points Covered in Mouthwash Market Study

  • Market estimates and forecast 2016-2031
  • Key drivers and restraints impacting 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 Conditions
  • COVID-19 Impact on Mouthwash Market and How to Navigate
  • Recommendation on Key Winning Strategies

mouthwash market by FactMR

Know More Details About the Report

Mouthwash Consumption Analysis 2016-2020 Vs Outlook 2021-2031

According to Fact.MR- a market research and competitive intelligence provider- the global mouthwash industry expanded at above 4% value CAGR from 2016 to 2020. The market reached a value of over US$ 8 Bn.

During the COVID-19 pandemic, routine dental care and prevention via surgical intervention decreased significantly. Closure and reduced hours of dental practices, except for emergency services, is the main reason. Hence, dental practitioners have advocated use of home based oral care, inclining demand for mouthwash.

Future demand will be reliant on the rising prevalence of dental caries of primary teeth. The condition affects about 530 million children, according to the World Health Organization. Key firms such as Procter & Gamble and Colgate-Palmolive have initiated campaigns to raise dental hygiene awareness amongst both children and adults. From 2021 to 2031, mouthwash sales will likely surge at a CAGR of 6.54%.

Growing Burden of Periodontal Diseases to Increase Mouthwash Usage?

Oral diseases compel countries to incur hefty expenditures across the world. More than their financial implications, these diseases induce a major health burden, causing immense discomfort, disfigurement and pain amongst patients.

Severe periodontal diseases affects 10% of the global population, with the end result being tooth loss. Furthermore, as per the World Health Organization, high-income countries allocate 5% of their total healthcare expenditure for dental treatment.

Consequently, patients are seeking institutional as well as home-based dental care in large numbers. Amongst all prescribed courses of treatment, the use of mouthwash is highly convenient and cost-effective. Antibacterial mouthwashes can reduce plaque biofilm, attack microbes in inaccessible places and also eliminate contaminants from the cheeks and tongue.

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How are Recent Chemical Technology Developments Aiding Mouthwash Industry Growth?

As the incidence of dental plaque and tooth decay continue to rise, oral care products manufacturers are developing highly advanced formulae to prevent onset of periodontal diseases such as gingivitis and periodontitis, leading to incorporation of complex formulations.

A 2021 study published in MDPI advocates that incorporating ingredients such as chlorhexidine (0.2%), cetylpyridinium chloride (0.05%) and fluoride exhibited high chances of preventing the onset of supragingival plaque. These ingredients offer better anti-dental biofilm and anti-gingivitis properties compared to essential oil mouthwashes.

Recently, in November 2020, an in vitro test conducted by the Unilever Group concluded that mouthwashes containing cetylpyridinium chloride (CPC) is effective in reducing SARS-CoV-2 viral load by 99.9%. Consequently, the company intends to manufacture these mouthwashes on an increased scale.

Country-wise Analysis

How are Mouthwash Sales Shaping Up in the U.S?

The U.S is expected to hold more than 25% of the mouthwash revenue share, due to high product adoption in the region. The prevalence of dental diseases, a rise in the aging population, and an increasing number of product launches are all contributing to market growth.

As of 2019, 4 out of 5 U.S adults considered oral health as their top priority, surpassing mental health, exercise and diet control respectively. Furthermore, the American Dental Association reports that 18% of people affected by oral diseases experience problems in other aspects of their lives, such as the inability to secure jobs. Hence, usage of mouthwash with advanced disinfectants is inclining considerably.

What are the Factors Driving Revenue Generation in India?

India is expected to emerge as a highly opportunistic market for mouthwashes across the forecast period. Dental caries and gum diseases affect nearly 60-80% of the Indian population, linked to bacterial endocarditis, atherosclerosis, chronic obstructive lung disease and preterm low birth weight.

The Dental Council of India estimates that 72% of the population residing in rural areas lack access to proper oral care. To counter this, initiatives such as the National Oral Health Programme have been implemented, to improve access to institutional and home grade oral care, including affordability of mouthwashes. According to Fact.MR, the Indian market for mouthwashes is expected to surge at a CAGR of nearly 7% across the 2021-2031 forecast period.    

How Opportunistic is the Mouthwash Industry in the U.K?

According to Fact.MR, mouthwash sales in the U.K is likely to comprise 45% of the total market across Europe in the upcoming decade. Statistics from the Oral Health Foundation reveal that 66% of adults have visible plaque, while almost one in three adults suffer from tooth decay and 3 million people suffer from oral pain.

Recent years have therefore witnessed increased focus on oral care, with companies introducing a broad range of mouthwash products. For instance, Corsodyl Treatment Mouthwash, comprising 0.2% of chlorhexidine digluconate, is the most widely deployed oral care product in the U.K which helps kill bacteria within half-a-minute.

An Adaptive Approach to Modern-day Research Needs

Category-wise Insights

Why are Antiseptic Mouthwashes Witnessing High Demand?

One of the most regularly prescribed antiseptics in oral healthcare is chlorhexidine-containing mouthwashes at a concentration of 0.2%. They've long been regarded as the gold standard in oral antiseptic mouthwashes, as they work against bacteria, spores, and fungi.

As a result, in the future years, the antiseptic mouthwash market will see significant demand and expansion. Fact.MR projects the segment to expand at a CAGR of 6% until 2031.

Will Natural & Organic Mouthwash Emerge as the Gold Standard?

Because traditional mouthwashes may contain toxic components such as alcohol, poloxamer 407, and sodium saccharin, customers are turning to natural and organic mouthwashes.

Natural mouthwash, moreover, performs all of these tasks without interfering with other biological functions. According to projections put forward by Fact.MR, the natural & organic mouthwash segment will capture a revenue share of nearly 30% into the upcoming decade.

Competitive Landscape

Prominent mouthwash manufacturers are emphasizing on extensive research & development initiatives so as to introduce products containing highly effective disinfectants. Besides, strategies such as capacity expansion, acquisitions and partnerships are also relied upon. Some key developments are as follows:

  1. In November 2020, Unilever Research Laboratories discovered that rinsing for 30 seconds with mouthwash containing CPC Technology reduces the viral load of SARS-CoV-2, the virus that causes Covid-19, by 99.9%.
  2. Likewise, in December 2020, Procter & Gamble unveiled its HDPE recyclable toothpaste tubes across North America for its Crest, Oral-B and Blend-a-Mend toothpaste brands, which reinforces the company’s commitment to sustainability
  3. Also, Himalaya Pharmaceuticals is the first herbal brand to introduce an entire line of alcohol-free mouthwashes. Comprising of natural ingredients like pomegranate, pineapple and papaya; the mouthwashes complement Himalaya’s pre-existing range of toothpastes and are available in three different variants

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Report Scope



Market size value in 2021

USD 8.49 Billion

Market forecast value in 2031

USD 16 Billion

Growth Rate

CAGR of 6.54% from 2021 to 2031
Forecast Period 2021-2031
Historical Data Available for 2016-2020

Market Analysis

US$ Mn for Value & Tons 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
  • Argentina
  • Germany
  • U.K
  • France
  • Russia
  • Italy
  • Japan
  • China
  • India
  • Australia
  • New Zealand
  • GCC
  • South Africa
  • Egypt

Key Market Segments Covered

  • Product Type
  • Nature
  • Sales Channel
  • Region

Key Companies Profiled

  • GlaxoSmithKline Plc.
  • Reckitt Benckiser Group Plc.
  • Procter & Gamble Company
  • 3M Company
  • Unilever Plc.
  • Church & Dwight Co. Inc.
  • Colgate-Palmolive Company
  • Royal Philips N.V.
  • Henkel AG & Co. KGaA
  • Kao Corporation
  • Johnson & Johnson
  • Hawley & Hazel
  • Amway
  • Caldwell Consumer Health
  • Dr. Harold Katz
  • Sunstar Group
  • Dentyl Active
  • Jason Natural Care
  • Lotus Brands Inc.
  • Rowpar Pharmaceuticals Inc.


Available upon Request

Key Segments Covered

  • Product Type

    • Therapeutic Mouthwash
    • Cosmetic Mouthwash
    • Antiseptic Mouthwash
    • Other Mouthwash
  • Nature

    • Conventional Mouthwash
    • Natural & Organic Mouthwash
  • Sales Channel

    • Mouthwash Sales via Modern Trade
    • Mouthwash Sales via Departmental Stores
    • Mouthwash Sales via Convenience Stores
    • Mouthwash Sales via Drug Stores
    • Mouthwash Sales via Online Stores
    • Mouthwash Sales via Other Sales Channels

Mouthwash Market- Scope of Report

A recent study by Fact.MR on the mouthwash market offers a 10-year forecast for 2021 to 2031. The study analyzes crucial trends that are currently determining the growth of the market. This report explicates on vital dynamics, such as the drivers, restraints, and opportunities for key market players along with key stakeholders as well as emerging players associated with offering mouthwash.

The study also provides the dynamics responsible for influencing the future status of the mouthwash market over the forecast period. A detailed assessment of value chain analysis, business execution, and supply chain analysis across regional markets has been covered in the report.

A list of prominent companies operating in the mouthwash market, along with their product portfolios, enhances the reliability of this comprehensive research study.

Report Summary

The study offers comprehensive analysis on diverse features, including production capacities, demand, product developments, revenue generation, and sales of mouthwash across the globe.

A comprehensive estimate on the market has been provided through an optimistic as well as a conservative scenario, taking into account the sales of mouthwash during the forecast period. Price point comparison by region with global average price is also considered in the study.

Key Questions Answered in Report

  • Which are the most lucrative mouthwash markets?
  • Which factors will impact the growth of mouthwash?
  • How will changing trends impact the strategies of market players?
  • How can market players capture the low-hanging opportunities across regions?
  • Which companies are leading the mouthwash industry?
  • What are the winning strategies of stakeholders in the market?

Analysis on Market Size Evaluation

The market has been analyzed for each segment in terms of volume (Tons) and value (US$ Mn).

Estimates at global and regional levels for mouthwash are available in terms of “US$ Mn” for value and in “Tons” for volume. A Y-o-Y growth contrast on prominent market segments, along with market attractiveness evaluation, has been incorporated in the report. Furthermore, absolute dollar opportunity analysis of all the segments adds prominence to the report.

Absolute dollar opportunity plays a crucial role in assessing the level of opportunity that a manufacturer/distributor can look to achieve, along with identifying potential resources, considering the sales and distribution perspective in the global mouthwash market.

Inspected Assessment on Regional Segments

Key sections have been elaborated in the report, which have helped deliver projections on regional markets. These chapters include regional macros (political, economic, and business environment outlook), which are expected to have a momentous influence on the growth of the mouthwash market during the forecast period.

Country-specific valuation on demand for mouthwash has been offered for each region, along with market scope estimates and forecasts, price index, and impact analysis of the dynamics of prominence in regions and countries. For all regional markets, Y-o-Y growth estimates have also been incorporated in the report.

Detailed breakup in terms of value & volume for emerging countries has also been included in the report.

In-depth Analysis on Competition Analysis

The report sheds light on leading manufacturers of mouthwash, along with their detailed profiles. Essential and up-to-date data related to market performers who are principally engaged in offering mouthwash has been brought with the help of a detailed dashboard view. Market share analysis and comparison of prominent players provided in the report permits report readers to take preemptive steps in advancing their businesses.

Company profiles have been included in the report, which include essentials such as product portfolios and key strategies, along with all-inclusive SWOT analysis on each player. Company presence is mapped and presented through a matrix for all the prominent players, thus providing readers with actionable insights, which helps in thoughtfully presenting the market status, and predicting the competition level in the mouthwash domain. 

Research Methodology

In Fact.MR’s study, a unique research methodology is utilized to conduct extensive research on the growth of the mouthwash industry, and reach conclusions on the future growth parameters. This research methodology is a combination of primary and secondary research, which helps analysts ensure the accuracy and reliability of the drawn conclusions.

Secondary resources referred to by analysts during the preparation of the market study include statistics from governmental organizations, trade journals, white papers, and internal and external proprietary databases. Analysts have interviewed senior managers, product portfolio managers, CEOs, VPs, marketing/product managers, and market intelligence managers, all of whom have contributed to the development of the research report as a primary resource.

- FAQs -

As of 2021, the global mouthwash industry is expected to be valued at US$ 8.49 Bn

From 2016 to 2020, global mouthwash sales surged at a CAGR of over 4%

From 2021 to 2031, the global mouthwash industry is likely to surge at a CAGR of 6.54% to reach US$ 16 Bn

Increased foray to incorporate high-grade disinfectant human friendly chemicals is spurring R&D in the global mouthwash domain

According to Fact.MR, mouthwash sales in the U.S will comprise 25% of the global revenue

India is expected to witness a CAGR of 7% with regard to mouthwash sales until 2031

Mouthwash sales in the U.K are expected to generate over 2/5th of global revenues

Antiseptic mouthwash is expected to grow rapidly, expanding at a CAGR of 6% through 2031

Natural & organic mouthwashes will likely surge in popularity, accounting for 30% of total revenue

Unilever Plc., Procter & Gamble, Colgate-Palmolive and Johnson & Johnson are some prominent mouthwash manufacturers

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Is the market research conducted by Fact.MR?

Yes, the report has been compiled by expert analysts of Fact.MR, through a combination of primary and secondary research. To know more about how the research was conducted, you can speak to a research analyst.

What research methodology is followed by Fact.MR?

Fact.MR follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

What are the sources of secondary research?

Fact.MR conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request.

Who are the respondents for primary research?

Fact.MR speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, and industry experts. For a full list of primary respondents, please reach out to us.

Is a sample of this report available for evaluation?

Yes, you can request a sample, and it will be sent to you through an email.