Sugar-Free Toothpaste Market

Sugar-Free Toothpaste Market Analysis By Product Type (Natural & Conventional Sugar-Free Toothpaste) By Composition (With Fluoride & Fluoride-free Sugar-Free Toothpaste) By Pack Size, By End-User, By Sales Channel & By Region – Global Market Insights 2022 to 2032

Analysis of Sugar-Free Toothpaste market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Sugar-Free Toothpaste Market Outlook (2022-2032)

The global sugar-free toothpaste market is estimated at US$ 1.19 billion in 2022 and is projected to expand at a CAGR of 4.5% to reach a market value of US$ 1.85 billion by the end of 2032.

Sales of sugar-free toothpaste accounted for nearly 2% share of the global oral care market in 2021.

Report Attributes


Sugar-Free Toothpaste Market Size (2021A)

US$ 1.14 Billion

Estimated Market Value (2022E)

US$ 1.19 Billion

Forecasted Market Value (2032F)

US$ 1.85 Billion

Global Market Growth Rate (2022-2032)

4.5% CAGR

North America Market Share (2021)


East Asia Market Growth Rate (2022-2032)

~5.1% CAGR

United States Market Growth Rate (2022-2032)

~4.5% CAGR

Market Share of Top 5 Companies


Key Companies Profiled

  • Amway International
  • Apollo Hospitals Enterprise Limited
  • Birdsong
  • CaliWhite
  • Church & Dwight Co.
  • ClearDot group limited
  • Colgate-Palmolive Company
  • Country Life, LLC
  • Dabur Ltd.
  • Davids Natural Toothpaste
  • Dr. Bronner's Magic Soaps
  • Epic Dental
  • GSK group
  • Himalaya Global Holding Ltd.
  • Lion Corporation (S) Pte Ltd.
  • Optimal Healthcare Products, LLC
  • Procter & Gamble
  • Patanjali Ayurved
  • SprinJene Natural
  • Vicco Laboratories
  • Weleda

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

Sales Analysis of Sugar-Free Toothpaste (2017-2021) Vs. Market Forecasts (2022-2032)

As per the World Health Organization (WHO), oral health is a critical part of overall wellbeing and quality of life. Oral diseases are affecting more than 3.5 billion people worldwide. Continuous increase in the number of dental disorders such as gingivitis and tooth decay, along with other minor issues such as bad breath, forces consumers to improve their choices for oral care products. Diabetes is also one of the reasons leading to oral-related infections/diseases.

Considering the rapid rise in the cases of diabetes across the world, many companies have launched all-natural, sugar-free toothpaste products on the market.

  • Short Term (2022 Q2 to 2025): Post-COVID there has been an increase in overall demand for hygiene products. Oral hygiene has also become one of the key elements of personal hygiene, fueling short-term market growth.
  • Medium Term (2025-2028): Asia Pacific and North America anticipated to witness high number of diabetes patients. Since diabetic patients are more likely to have oral issues, demand for sugar-free toothpaste will keep rising.
  • Long Term (2028-2032): Treatment for oral health diseases are expensive and mostly not covered by health insurance. In low- and middle-income countries, governments have started many new initiatives related to oral health and hygiene and are acknowledging companies who are working towards all-natural/sugar-free products.

Over the 2017-2021 historical period, the market for global sugar-free toothpaste registered a CAGR of 2.9%. As per analysis by Fact.MR, a market research and competitive intelligence provider, sales of sugar-free toothpaste are projected to increase at 4.5% CAGR between 2022 and 2032.

Sugar-Free toothpaste market forecast by Fact.MR

Market share analysis of sugar-free toothpaste based on region and product type. Conventional product type dominates with 81.7% market share in 2022.

Will Demand for Sugar-Free Toothpaste Keep Rising Steadily?

“Increasing Health-consciousness to Bode Well for Market Expansion”

Oral health is a key aspect of maintaining optimal health and enjoying a decent quality of life. Oral diseases affect individuals of all age groups and are one of the leading contributors to disability.

The new generation of consumers is becoming more educated and informed about the products and services that they are using or are about to use in the near future. Nowadays, health has become the top priority for people. We can see the same trend in the demand for oral health and hygiene products, which will see continued growth in all organic natural products because brands are paying more attention to the supply chain, environmentally sustainable practices, animal welfare, and other key trends that consumers care about.

“Increase in Demand for All-natural & Herbal Products”

In the late 20th century, the term sugar-free started trending in the life of the general public. During this period, people started looking for sugar alternatives or items that are sugar-free.

Earlier, demand for sugar-free items was only limited to food items such as candies, soft drinks, biscuits, etc., however, in the recent past, demand for other sugar-free items such as ice cream, chocolates, health drinks, toothpaste, and oral care products has been increasing at a higher rate.

Diabetes can be one of the key contributors to oral diseases. People suffering from diabetes are more prone to oral issues such as gingivitis, periodontitis, and dental cavities, among others. Due to such issues, there will be an increase in the demand for all-natural sugar-free oral care products, especially toothpaste.

More consumers are now ready to pay a premium for products that are eco-friendly, all-natural, or sugar-free. COVID has also pushed the demand for such products across the world.

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What Can Adversely Affect Market Progress?

“Lack of Oral Health Literacy among Many Consumers”

Even though people are becoming more health-conscious, there is still a large section of the population that is still not aware of oral health hygiene, or at least they do not take it seriously as other health issues.

Oral care is somehow influenced by an individual’s social circle. It becomes very difficult for toothpaste manufacturers to change the habits of individuals. Consumers are not aware of their requirements; like what kind of toothpaste they need or what is the primary issue with their oral health.

Since dentistry is a costly affair for many, they avoid consulting dentists for correct advice. Companies need to think about creating awareness among consumers about the benefits of oral health hygiene and care.

“Sustainable Packaging Options”

Consumers are now paying close attention to the environmental impact of what they are buying and from whom they are buying. They tend to buy products from those brands whose values are aligned with theirs.

Manufacturers need to focus on eco-friendly and sustainable packaging for their products. Driven by sustainability goals and consumers wanting greener brands, manufacturers and retailers are rethinking their material usage. Market players need to bring innovation into their packaging and eco-friendly tubes along with the caps of the tubes.

Companies need to find a balanced strategy where they can launch new eco-friendly, sustainable products without losing their existing market share.

Country-wise Insights

Will High Demand for Fast Food & Added Sugar Food Items in the U.S. Impact the Sugar-Free Toothpaste Market?

The United States sugar-free toothpaste market is currently valued at US$ 301.8 million and is expected to reach US$ 484.9 million by 2032.

A major part of the population in the United States consumes a lot of added sugar in their day-to-day diets, which leads to a higher risk of tooth decay and obesity. Diabetes is also one of the key factors that increase the chances of getting oral diseases.

  • As per the National Diabetes Statistics Report, around 35 million people of all ages, or 10.5% of the total U.S. population have diabetes.

Due to several government initiatives and continued doctors’ recommendations for herbal, sugar-free toothpaste for diabetes patients, demand for the same is expected to increase at a CAGR of 4.5% over the forecast period.

Why is India’s Sugar-Free Toothpaste Market Expected to Be Highly Lucrative?

Apart from diabetes being a key factor, the Indian lifestyle and its old relation with Ayurveda and herbal have also played an important role in the sugar-free toothpaste movement.

A decade ago, there were only large FMCG players in the toothpaste market in India. But after the launch of Patanjali Ayurved’s toothpaste, which is endorsed by Yoga guru Swami Ramdev, captured a large chunk of the toothpaste market in India, Hindustan Unilever and Colgate lost market shares over the last couple of years.

The Indian sugar-free toothpaste market is expected to reach US$ 131.4 million by 2032. Currently, the herbal or natural category contributes more than 35% share of overall toothpaste demand in India.

Category-wise Insights

Why is There Higher Demand for Natural Sugar-Free Toothpaste?

Due to the continuous use of non-herbal toothpaste, there are certain side effects such as circumoral dermatitis, mucosal ulceration, etc. As a result, people are resorting to herbal toothpaste that does not contain any synthetic ingredients.

Herbal toothpaste’s efficacy can be attributed to various properties such as anti-fungal, anti-inflammatory, anti-diabetic, and antiseptic. As a result, the natural sugar-free toothpaste segment is expected to progress at a CAGR of 5.8% through 2032.

Many studies have shown that the use of natural/herbal toothpaste reduces the salivary levels of glucose and improves the pH of saliva, which are very important for the maintenance of oral health.

Will Kids-Specific Sugar-Free Toothpaste Be a Surprising Market Factor?

  • As per the Centers for Disease Control and Prevention, in the United States, more than 50% of children aged 6 to 8 have had a cavity in at least one of their baby (primary) teeth.

This is expected to lead to huge demand for kids-specific sugar-free toothpaste. The kid’s sugar-free toothpaste segment is expected to expand at a CAGR of 3.8% over the forecast period.

One of the largest oral care brands – Colgate, has acquired multiple companies such as Tom’s of Maine, Hello, etc., in the past years to increase its offering in the kid’s segment of the sugar-free toothpaste market.

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Competitive Landscape

Prominent sugar-free toothpaste manufacturers are Amway International, Apollo Hospitals Enterprise Limited, Birdsong, CaliWhite, Church & Dwight Co., ClearDot group limited, Colgate-Palmolive Company, Country Life, LLC, Dabur Ltd., Davids Natural Toothpaste, Dr. Bronner's Magic Soaps, Epic Dental, GSK group, Himalaya Global Holding Ltd., Lion Corporation (S) Pte Ltd., Optimal Healthcare Products, LLC, Procter & Gamble, Patanjali Ayurved, SprinJene Natural, Vicco Laboratories, and Weleda.

The global sugar-free toothpaste market is highly competitive due to the existence of many domestic and regional players. Often, key players acquire upcoming and new brands to improve their product offerings.

  • Colgate-Palmolive, one of the largest toothpaste manufacturers, announced in January 2020 that it acquired Hello Product LLC, one of the fastest-growing, oral care brands in the United States.
  • In March 2022, Natean®, part of the GlaxoSmithKline group of companies, came up with new eco-conscious oral healthcare products for consumers looking for nature-inspired toothpaste.
  • In early 2022, Davids, a toothpaste (all natural) manufacturing company, introduced the one-of-its-kind toothpaste for both, adults and kids. The company’s products are crafted with the highest quality, naturally sourced, and naturally-derived ingredients.

Fact.MR has provided detailed information about the manufacturers of sugar-free toothpaste positioned across regions, sales growth, and product offering expansion, in the recently published report.

Segmentation of Sugar-Free Toothpaste Industry Survey

  • By Product Type :

    • Natural Sugar-Free Toothpaste
    • Conventional Sugar-Free Toothpaste
  • By Composition :

    • With Fluoride Sugar-Free Toothpaste
    • Fluoride-free Sugar-Free Toothpaste
  • By Pack Size :

    • Family Size
    • Travel Size
  • By End User :

    • Kids
    • Adults
  • By Sales Channel :

    • Online
      • Company Websites
      • e-Commerce Websites
    • Offline
      • Hypermarkets/Supermarkets
      • Pharmacies and Drug Stores
  • By Region :

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

- FAQs -

What is the global sugar-free toothpaste market size?

The global sugar-free toothpaste market is valued at US$ 1.19 billion in 2022.

How did the market perform historically?

Between 2017 and 2021, sales of sugar-free toothpaste increased at 3.3% CAGR.

How are sugar-free toothpaste sales expected to fare going forward?

Global demand for sugar-free toothpaste is anticipated to reach US$ 1.85 billion by the end of 2032.

Which regional market accounts for a leading share?

North America leads the global sugar-free toothpaste market accounting for 30.3% market share.

Which type of sugar-free toothpaste is most popular?

Conventional sugar-free toothpaste accounts for 81.8% market share.

Sugar-Free Toothpaste Market

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