Oral Hygiene Market, Forecast, Trend, Analysis & Competition Tracking - Global Market Insights 2021 to 2031

Published on : Feb-2021 | List of Tables : 160 | List of Figures : 54 | No. of Pages : 170 | Report Code : FACT68MR |

About the Report

Maintaining oral hygiene has become a crucial part of the rising trend of following a healthy lifestyle, which increases the need for products such as toothpaste, toothbrushes, and mouthwash, to name a few. Even with the emergence of online sales channels, these products are mostly bought at supermarkets/hypermarkets and departmental stores. The latest report by Fact.MR provides a detailed analysis of the global oral hygiene market, its growth drivers, restraints, and new trends around the world for the forecast period from 2021 to 2031. The report points towards the regions of Europe, North America, and Asia leading the way. It also details which products sell faster in different regions of the world, to give readers a clear picture of the overall landscape.

Historical Vs Future Outlook of Oral Hygiene Market

While the incorporation of different hygiene products in oral care routine became prominent in the past years, various reports, campaigns, and initiatives taken by international organizations such as the World Health Organization (WHO), Centers for Disease Control and Prevention (CDC), and others have further increased awareness among consumers. As a result, oral hygiene product manufacturers witnessed steady growth of over 4% CAGR during the last 5 years (2016 to 2020).

As more people are becoming aware about the health benefits of maintaining good oral hygiene, they are getting inclined towards products such as floss, mouthwash, and others, for this purpose. According to Fact.MR, the global oral hygiene market is set to expand even faster going ahead at over 5% CAGR through 2031.

How is Rising Awareness Regarding Oral Diseases Fuelling Market Growth?

Rise in awareness regarding the long-lasting health impacts of severe oral diseases such as cleft lip and palate, dental caries or tooth decay, oral cancer, and others is substantially increasing demand for oral care products. According to CDC, some of the most common diseases that impact oral health are cavities (tooth decay), gum (periodontal) disease, and oral cancer. As per its report, more than 40% of adults report having pain in their mouth, while more than 80% of people will have at least one cavity by the age 34.

According to the World Health Organization, dental caries is still a major oral health problem in most industrialized countries, affecting 60-90% of schoolchildren and a vast majority of adults. As per its report, dental caries is the most prevalent oral disease in several Asian and Latin American countries, while it appears to be less common and less severe in most African countries.

Is Sustainability the Key for Oral Hygiene Product Manufacturers?

In recent years, oral hygiene product manufacturers have been focusing on developing sustainable products in order to save the environment, which, in turn, is inspiring more consumers to support the cause. For instance, recently, The Humble Co. launched a new line of oral care products that promote sustainability and philanthropy, such as the Humble Brush. Humble Brush is a toothbrush with a handle, made from 100% biodegradable, sustainably-grown bamboo, and available for adults and kids. Such inventions are definitely catalyzing the sales of oral hygiene products across the world.

What are the Key Challenges Faced by Oral Hygiene Product Manufacturers?

While oral hygiene products are an integral part of basic healthcare, there are still underdeveloped and rural areas where these products are no less than luxuries. Despite spreading awareness through campaigns and initiatives, many people are yet to take oral hygiene products as seriously as basic necessities. According to NCBI, prevalence of dental caries in 5-7 year-, 12-15 year-, and 35-44 year-old people is more than 33%, 31%, and 65%, respectively, in rural areas.

With the development of cost-effective oral hygiene products and more initiatives spreading awareness regarding oral health in rural areas, manufacturers are expected to overcome these hurdles in the near future.

oral hygiene market

Country-Wise Analysis

Why are Oral Hygiene Product Manufacturers Targeting the United States?

The United States has emerged as the leading country in the world’s second-largest market for oral hygiene - North America, and is expected to sustain its position throughout the forecast period. According to CDC, in the United States, nearly half (46%) of all adults aged 30 years or older show signs of gum disease, while severe gum disease affects around 9% of adults.

As stated by the National Center for Health Statistics, in the U.S., nearly 17% percent of children aged 5-19 years have untreated dental caries, while 64.9% of adults aged 18 and over visited a dental clinic in the year 2019. This data explains why oral hygiene product manufacturers are targeting the United States to increase their sales and regional footprints.

How Does Canada Fare in the Oral Hygiene Market?

Canada has emerged as another lucrative market in North America, owing to rise in inclination towards various oral hygiene products such as dental rinse, dental floss, and others. Recently, the Canadian Dental Association (CDA) validated a list of oral hygiene products due to their benefits, such as-

  • Manual Toothbrush
    • Oral-B Complete Deep Clean Toothbrush
    • Oral-B Complete Toothbrush
  • Dental Floss
  • Oral-B Complete Statin Floss
  • Power Toothbrush
    • Oral-B Genius 8000
    • Oral-B iO 7

And others.

This, in turn, is inspiring oral hygiene product manufacturers to become more active and tap the growing potential in Canada.

Why are Oral Hygiene Product Manufacturers Eyeing Germany?

Germany is the dominating country in the world’s largest market for oral hygiene, Europe, and hence, is targeted by various manufacturers. Backed by highly developed manufacturing hubs and growing adoption of various oral hygiene products, Germany is highly progressive for oral hygiene product suppliers.

As stated in a report titled “Disease Prevention Data and Statistics” by the World Health Organization (WHO) Europe, in European countries, severe periodontal disease is found in 5-20% of middle-aged (35-44 years) adults and up to 40% of older people (65-74) years. This growing rate will lead to rise in the demand for oral hygiene products over the coming years.

Will China Offer Increasing Opportunities for Oral Hygiene Product Suppliers?

The China oral hygiene market is expanding fast and attracting more manufactures and suppliers due to its high potential. Prevalence of oral diseases is propelling growth in China, while highly advanced manufacturing hubs are further pushing the demand-supply curve upward.

According to a report published by NCBI in 2018, in China, prevalence of probe bleeding and calculus was 87.4% and 96.7%, respectively, among the 35 to 44 year old population, while prevalence of shallow pockets and deep pockets was 45.8% and 6.9%, respectively.

As stated in a report published by the FDI World Dental Federation on 18th October 2019, the ‘World Dental Congress 2020 Shanghai’ is aiming for improving the oral health of the population in China. Manufacturers will benefit from such initiatives and can move fast to gain a competitive edge in the country.

How is Japan Benefiting Due to Favorable Insurance Policies?

Japan is highly sought-after as a market for oral hygiene products, due to high requirements in the country. According to a report titled “The Oral Healthcare System in Japan”, published by NCBI in 2018, total number of dentists was 104,533 in 2016, and the number is growing steadily with a rise in requirements. As per the report, Tokyo has the highest dentist to population ratio in Japan (118:2).

According to a report on healthcare, published by the Multidisciplinary Digital Publishing Institute (MDPI) in 2018, there are a total of 166 dental hygienist education institutes in Japan, while there are a lot of supportive health insurance schemes for oral and dental care and treatment. For instance, in Japan, in general, after receiving treatment by an insured doctor or dentist, patients pay 30% of the total cost to the clinic or hospital, while the rest is paid for by the insurance agency. This depicts high growth scope for oral hygiene products in Japan.

Category-Wise Insights

Why Do Toothpaste and Toothbrushes Hold Two-third Market Share?

Presently, toothpaste, followed by toothbrushes, is the mostly sought-after oral hygiene product across the world, due to its high utility in maintaining basic oral or dental health. According to the American Dental Association (ADA), the consensus recommendation is for people to brush their teeth with toothpaste for two minutes twice a day using a toothbrush that has soft bristles. It also recommends to replace the toothbrush every three to four months, or more often if the bristles are visibly matted or frayed. Such guidelines have significant contribution in surging demand for both, toothpaste and toothbrushes.

Other highly demanded oral hygiene products are mouthwash/dental rinse, dental floss, and dental accessories.

Which Distribution Channel is Fuelling Sales of Oral Hygiene Products?

Presently, hypermarkets/supermarkets are the leading distribution channel for oral hygiene products, and are expected to sustain their position over the coming years. Being easily accessible and highly efficient in selling wide varieties of oral hygiene products to a broad range of customers, this segment is expected to fuel sales further in future.

Other key distribution channels are departmental stores, online sales, and other retail formats.

Competitive Landscape

Key players in the global oral hygiene market are experiencing cut-throat competition due to rise in demand across the world and numerous players in this space. In order to sustain in this space, they are focusing on diversifying their products. For instance,

  • Ashland launched its extensive range of oral hygiene ingredients and products such as Captivates™ Encapsulates, Gantrez™ AN Polymers, FlexiThix™ Polymer, and others, in 2019.
  • MANE launched its new SENSE CAPTURE™ FEEL platform in order to address the oral care market’s sensorial challenges, in 2019.

Some of the key players operating in the oral hygiene market space are-

  • Cargill
  • Ashland
  • DSM Nutritional Products
  • Henkel
  • Spectrum Chemicals
  • MANE
  • DUpont
  • Biosecure Lab
  • Orkila

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report

Report Scope



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Regions Covered

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

Key Countries Covered

  • US
  • Canada
  • Germany
  • U.K.
  • France
  • Italy
  • Spain
  • Poland
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Vietnam
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • Turkey
  • Northern Africa
  • South Africa

Key Segments Covered

  • Product
  • Distribution Channel
  • Region

Key Companies Profiled

  • Cargill
  • Ashland
  • DSM Nutritional Products
  • Henkel
  • Spectrum Chemicals
  • MANE
  • DUpont
  • Biosecure Lab
  • Orkila

Report Coverage

  • Market Forecasts
  • Brand Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Oral Hygiene Market Segmentation by Category


  • Toothpaste
  • Toothbrush
  • Mouthwash/Dental Rinse
  • Dental Floss
  • Dental Accessories

Distribution Channel

  • Hypermarket/Supermarket
  • Departmental Stores
  • Online Sales
  • Other Retail Formats


  • North America
  • Latin America
  • Europe
  • Middle East and Africa (MEA)
  • East Asia
  • South Asia
  • Oceania

Key Questions Answered in Report

  • Which are the top companies operating in the oral hygiene market?

Some of the top companies competing in the global oral hygiene market are BASF SE, Cargill, Ashland, and DSM Nutritional Products.

  • Which are some of the lucrative markets for oral hygiene products?

The United States, Canada, Germany, China, Japan, and a few others are lucrative markets for oral hygiene products.

  • Which is a highly sought-after ingredient for oral hygiene product manufacturing?

Calcium carbonate is the mostly preferred ingredient for oral hygiene products.

  • Which product is fuelling the sales of oral hygiene products?

Presently, toothpaste is fuelling the sales of oral hygiene products.

  • Which distribution channel is highly preferred by manufacturers?

Supermarkets/hypermarkets are highly preferred distribution channels by suppliers and manufactures across regions.

Enquiry before Buying

Is this research conducted by Fact.MR?

Yes, the research has been conducted by expert analysts of Fact.MR, through a combination of primary research 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 demand-side assessment of the market, and triangulates the same through supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions. Request a detailed methodology.

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.

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. 

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Oral Hygiene Market - Scope of Report

A recent study by Fact.MR on the oral hygiene market offers a 10-year forecast from 2021 to 2031. The study analyzes crucial trends that are currently determining market growth. This report explicates on vital dynamics, such as the drivers, restraints, and opportunities for key market players along with key stakeholders and emerging players associated with the manufacturing of oral hygiene products. The study also provides the dynamics that are responsible for influencing the future status of the 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 oral hygiene 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 demand, product development, revenue generation, and sales in the oral hygiene market across the globe.

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

Market Segmentation

Fact.MR’s research study assesses the global oral hygiene market in terms of product, distribution channel, and region. This report presents extensive market dynamics and trends associated with different segments of the market, and their influence on the growth prospects of the market.


  • Toothpaste
  • Toothbrush
  • Mouth Wash/ Dental Rinse
  • Dental Floss
  • Dental Accessories

Distribution Channel

  • Hypermarkets/Supermarkets
  • Departmental Stores
  • Online Sales
  • Other Retail Formats


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

Key Questions Answered in Report

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

Inspected Assessment on Regional Segments

Key sections have been elaborated in the oral hygiene market 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 market during the forecast period.

Country-specific valuation on demand for oral hygiene products has been offered for each regional market, 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 for emerging countries has also been included in the report.

Research Methodology

In Fact.MR’s study, a unique research methodology is utilized to conduct extensive research on the growth of the oral hygiene market, and reach conclusions on the future growth parameters of the market. 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 oral hygiene 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.

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Oral Hygiene Market, Forecast, Trend, Analysis & Competition Tracking - Global Market Insights 2021 to 2031