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Oral Hygiene Market

Oral Hygiene Market Analysis By Product (Toothpaste, Toothbrush, Mouthwash/Dental Rinse, Dental Floss & Dental Accessories) By Distribution Channel (Hypermarkets/Supermarket, Departmental Stores & Online Sales) and By Region – Global Market Insights 2021 to 2031

Analysis of Oral Hygiene market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Oral Hygiene Market Outlook

The global market for oral hygiene reached around US$ 50 Bn in 2020, and is slated to accelerate at a CAGR of 5% to top US$ 70 Bn by 2031.

Demand for toothbrushes is set to increase at a CAGR of 4% across the assessment period of 2021 to 2031.

As per Fact.MR - a market research and competitive intelligence provider, the global market for oral hygiene was valued at US$ 50 Bn in 2020.

Availability of innovative and attractive oral care products, huge investments in marketing and promotional activities to reach higher customer bases, and product developments carried out by prominent players are key factors driving market growth.

As more people are becoming aware about the health benefits of maintaining good oral hygiene, they are getting inclined towards oral hygiene products. Rising sales of mouthwash and growing demand for dental floss & oral hygiene product accessories have increased the opportunities for oral hygiene product suppliers.

These factors that are expected to drive the market at a 5% CAGR from 2021 to 2031.

Report Attributes


Market size value in 2020

USD 50 Billion

Market forecast value in 2031

USD 70 Billion

Growth Rate

CAGR of 5% from 2021 to 2031

Forecast Period


Historical Data Available for


Key Companies Profiled

  • Procter & Gamble
  • Colgate-Palmolive
  • Wal-Mart
  • GlaxoSmithKline Plc
  • Costco
  • Kroger
  • Safeway
  • Unilever
  • Johnson & Johnson
  • Ultradent Products, Inc.
  • Dentaid SL
  • Dabur India Ltd.
  • Dentsply International Inc.
  • Danaher Corporation
  • Heraeus Dental
  • GC Corporation 

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How is Rising Awareness Regarding Oral Diseases Fueling Market Growth?

Rapidly changing lifestyles and improper diets, including sugar-rich diets, and increased consumption of alcohol and tobacco, have made oral health one of the major public health problems in almost every part of the world.

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 the scope for oral hygiene 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.

Moreover, with increased expenditure on oral healthcare, consumers across the world have started taking preventive measures, which, in turn, has increased demand for innovative oral hygiene products.

Owing to the above-mentioned factors, consumers across the world have started paying immense attention to maintaining their oral health, which has led to an increase in demand for high-quality oral hygiene products worldwide.

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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. These factors are hampering the market for oral hygiene.

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

Know thy Competitors

Competitive landscape highlights only certain players
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Which Regional Market is the Most Lucrative for Suppliers of Oral Hygiene Products?

The Asia Pacific region leads with more than 40% of the share in the global market for oral hygiene products. There has been a significant increase in the number of oral hygiene product suppliers in the oral care market in the Asia Pacific region.

The high growth rate of this regional oral care market can mainly be attributed to the increase in the geriatric population associated with edentulism, growing prevalence of dental caries and other periodontal diseases in children and adults, increasing healthcare expenditure, rising awareness about oral healthcare, and willingness to spend more on dental care. Moreover, increasing focus of prominent players in emerging Asian countries will further support the growth of the market in this region.

Rising demand for oral hygiene products in Japan and growing opportunities for oral hygiene product manufacturers in Germany also supplement the growth prospects of oral hygiene products in the global market.

Oral hygiene market by Fact.MR

Country-wise Analysis

What is the Oral Hygiene Products Demand Outlook for the U.S.?

The market in the U.S. was valued at over US$ 13 Bn in 2020. 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% 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. High-quality oral hygiene products providers are targeting the United States to increase their sales of oral hygiene products and regional footprints.

Will China Offer Increasing Opportunities for Oral Hygiene Product Suppliers?

By 2031, China is expected to have a market of roughly US$ 16 Bn. The China oral hygiene market is expanding fast and attracting more manufactures and suppliers due to its high potential. The 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.

Category-wise Insights

Why is the Popularity of Toothbrushes Rising Rapidly in Oral Hygiene?

Toothbrushes accounted for a share of 40% in the market. Presently, toothbrushes are the most sought-after oral hygiene products across the world, due to their high utility in maintaining basic oral or dental health and introduction of advanced products such as electric- and battery-powered toothbrushes.

These products provide added benefits such as total mouth cleaning, featuring different modes for usage including deep clean, daily clean, tongue cleaning, whitening, and massaging. Separate designs of toothbrushes for adults and children are available in the market to cater to individual needs.

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 replacing the toothbrush every three to four months, or more often if the bristles are visibly matted or frayed. Such guidelines have a significant contribution to the surging demand for toothbrushes.

Which Distribution Channel is Fueling Sales of Oral Hygiene Products?

Prominent players in the oral hygiene market are highly dependent on hypermarkets/supermarkets as they are their immediate customers. Large hypermarkets/supermarkets have high bargaining strength; continued trend of consolidation among retailers could thus create a cost and margin pressure on manufacturers. Furthermore, the high bargaining power of buyers may negatively impact the business of manufacturers.

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 variety of attractive and innovative oral hygiene products to a broad range of customers, this segment is expected to fuel sales further in future.

How Has COVID-19 Impacted Demand for Oral Hygiene Products?

The global outbreak of COVID-19 has led to a negative impact on the sales growth of oral hygiene products due to large-scale closures and shutdowns, restrictions on travel, and a halt in non-emergency dental procedures. There has also been significant decline in dental clinic visits due to the risk of virus spread, negatively impacting the progress of the global oral hygiene products industry.

Consumers’ purchasing patterns have shifted to online shopping due to quarantine measures and social distancing protocols, which affected the sales of oral care products. As a result, some of the leading brands are increasing focus on improving their online presence.

Competitive Landscape

Key suppliers are experiencing cut-throat competition due to rise in demand for oral care products across the world and numerous players in this space. In order to sustain in this landscape, they are focusing on diversifying their portfolios.

  • In 2019, Ashland launched its extensive range of oral hygiene products ingredients and products such as Captivates™ Encapsulates, Gantrez™ AN Polymers, FlexiThix™ Polymer, and others.
  • In August 2020, Colgate-Palmolive Company launched hum by Colgate, a smart electric toothbrush. It includes smart sensors that enable users to track the frequency, duration, and coverage of their unique brushing style, and provides personalized guidance on which spots need more attention.
  • In November 2020, GSK Consumer Healthcare forayed into the specialized denture care category in India with the launch of the Polident brand.
  • In January 2021, an Indian company, Dabur entered the mouthwash category with the launch of Dabur Red Pulling Oil, an Ayurvedic mouthwash.

Key Segments in Oral Hygiene Products Industry Research

  • By Product :

    • Toothpaste
    • Toothbrush
    • Mouthwash/Dental Rinse
    • Dental Floss
    • Dental Accessories
  • By Distribution Channel :

    • Hypermarkets/Supermarkets
    • Departmental Stores
    • Online Sales
    • Other Retail Formats
  • By Region :

    • North America
    • Latin America
    • Europe
    • East Asia
    • South Asia
    • Oceania
    • MEA

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The global oral hygiene market is currently worth more than US$ 50 Bn.

From 2016-2020, sales of oral hygiene products registered a CAGR of 3%.

Key factor driving demand is increasing awareness amongst people about oral healthcare and hygiene.

Procter & Gamble, Colgate-Palmolive, Wal-Mart, GlaxoSmithKline Plc, and Costco are key suppliers of oral hygiene products, as per ratings on the basis of market share, market reach, clientele, etc.

The Asia Pacific region, with 40% global market share, will largely contribute to the growth of oral hygiene products revenue.

Sales of oral hygiene products in South Korea will most likely flourish at a CAGR of 4% over the next ten years.

Toothbrushes continue to be the highest revenue-generating segment of oral hygiene products, accounting for 40% of global revenue.

Oral hygiene product sales in China are forecasted to reach over US$ 16 Bn by 2031.

The U.S., China, U.K, Germany, and Japan are expected to drive most of the demand for oral hygiene products.

The global market is expected to reach a value of above US$ 70 Bn by the end of 2031, with sales revenue expected to register a healthy CAGR of around 5%.

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