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Mouthwash Market by Product (Cosmetic, Therapeutic and Antiseptic Mouthwashes), Demand for Therapeutic Mouthwashes Market is expected to expand at a CAGR of 5.2% from 2022 to 2032.
The global mouthwash market recorded a valuation of US$ 8.5 billion in 2021 and is expected to reach US$ 15.7 billion by the end of 2032, expanding at a CAGR of 5.8% from 2022 to 2032. According to this new study by Persistence Market Research, North America is currently the leading regional market with a share of 29.8%.
Mouthwash is essential for maintaining oral hygiene as it prevents bacteria and germs by killing them. It is an antiseptic liquid that is typically gargled and swilled around the mouth. Mouthwash protects against oral cavity issues such as plaque, gingivitis, foul breath, and mouth ulcers by reducing the microbial burden. Since it cleans the mouth, whitens teeth, and leaves behind a pleasant scent, it is widely used for cosmetic purposes as well.
Mouthwash serves as a substitute for saliva in specific conditions such as dry mouth and neutralizes acid and keeps the mouth wet. It is used to rinse the mouth and offers momentary relief from problems such as halitosis. It comes in a variety of flavors and has a wide range of therapeutic properties, including antibacterial, antifungal, and analgesic.
Sales of mouthwash products accounted for a share of 18.1% of the global oral care market in 2021.
Mouthwash Market Size (2021)
US$ 8.5 Billion
Estimated Market Value (2022)
US$ 9 Billion
Forecasted Market Value (2032)
US$ 15.7 Billion
Global Market Growth Rate (2022 to 2032)
Market Share of Top 6 Countries
The market for mouthwashes expanded at a CAGR of 5.7% from 2017 to 2021 due to overall increased awareness of oral hygiene across the world.
An increase in the incidence of dental problems, gum diseases, and periodontal diseases has resulted in a spike in product sales.
Due to this, demand for mouthwash products with antiseptic properties has increased. Mouthwash helps prevent teeth from decaying as it kills germs. In addition, there are some ingredients added to mouthwash that have healing properties and can produce analgesic effects. This helps treat mouth ulcers and relieve pain.
Rising awareness among individuals about dental health due to campaigns run by manufacturers and governments fuels market growth. The growing purchasing power of consumers is another factor that boosts the market globally.
The application of mouthwash in cosmetics is another factor that influences the growth of the market positively. There are some specific types of mouthwashes containing bleaching agents, like hydrogen peroxide, which remove stains from teeth and help in teeth whitening to provide a brighter and whiter smile.
Thus, owing to the aforementioned factors, the global mouthwash market is set to grow at a CAGR of 5.8% during the forecast period from 2022 to 2032.
The rise in online sales provides a lucrative outlook for the growth of the market globally. There are about 5 billion Internet users present globally, as of April 2022. Consumers have shifted toward the online market for purchasing products as it saves time, provides easy availability of products, and enables high payback and discount offers. In addition, free delivery, free shipping, and the availability of competitive products are factors driving mouthwash sales.
The availability of different flavors in mouthwashes such as mint, lemon, strawberry, and apple broadens the scope of the market. Herbal mouthwash is a key opportunity for manufacturers. The rising preference for herbal mouthwash is due to its natural ingredients, which do not have any side effects on the body.
In addition, alcohol-containing mouthwash has an adverse effect on the oral cavity’s structure and function, including drying of oral flora, burning of the mouth, and mucosal pain. Hence, introducing alcohol-free mouthwash products in the market is a good opportunity for manufacturers.
Mouthwash plays an important role in maintaining oral hygiene. However, the side effects of using mouthwash, such as allergies in the mouth, impact on the taste buds, and dental over-sensitivities, are big obstacles to the growth of the mouthwash market.
Synthetic agents used in mouthwashes for cleansing effects have an adverse effect on the teeth, gums, and inner mucosal membranes.
Moreover, market growth is observed to be affected by less focus on dental care in low- and middle-income countries.
Why is the United States a Large Market for Mouthwash Solutions?
The U.S. dominated the global market for mouthwashes with a share of 20.3% in 2021.
Because of the high consumption of meat products and smoking in the North American region, there has been an increase in oral problems such as tooth decay, tooth infection, bad breath, etc., which has led to an increase in the use of oral hygiene products such as mouthwash to protect the oral cavity from diseases.
As there is a higher prevalence of oral diseases related to tobacco, the use of mouthwash has increased in this country.
What is the Outlook for the Mouthwash Market in China?
China accounted for a share of 13.2% of the global market for mouthwash products in 2021. Increasing aging population is the cause of rising oral health issues.
The geriatric population is most affected by oral health issues such as oral cancer, tooth decay due to decalcification, etc. Therefore, to protect the oral cavity from germs and infection, the use of mouthwashes has increased. Also, increased government facilities are supporting the growth of the market.
Will India Turn Out to Be a Highly Lucrative Market for Mouthwash Manufacturers?
India held a share of 11.2% of the global market in 2021 owing to an increasing number of cases of oral cancer.
To reduce these problems, the Indian government is taking initiatives such as National Oral Health Programs, which help in creating awareness about oral hygiene among the population, and will drive the demand growth for oral hygiene products, including mouthwash.
Which Mouthwash Product is Majorly Driving Market Growth?
Therapeutic mouthwashes accounted for 33.2% of the market share in 2021. Demand for therapeutic mouthwashes is expected to expand at a CAGR of 5.2% from 2022 to 2032 owing to increased application to treat dental disorders. Therapeutic mouthwash helps reduce or control plaque, gingivitis, bad breath, and tooth decay.
Which Source is Popular for Manufacturing Mouthwash Products?
Mouthwash from natural sources held a revenue share of 65.7% in 2021 and its demand is expected to increase at a CAGR of 6.4% from 2022 to 2032. The side effects of mouthwashes made from synthetic sources include dental sensitivity and decreasing inner lining of the oral mucosa, due to which, more people are preferring herbal mouthwashes made from natural sources.
With several competitors, the overall market is highly fragmented. To meet consumers’ demands and expand their customer base, companies are relying on mergers and acquisitions, partnerships and collaborations, and new product launches.
2022 to 2032
Historical Data Available for
2017 to 2021
US$ Million for Value
Key Regions Covered
Key Countries Covered
Key Market Segments Covered
Key Companies Profiled
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The global mouthwash market reached US$ 8.5 billion in 2021 and is set to expand 1.8X over the next ten years.
Sales of mouthwashes are expected to reach US$ 15.7 billion by the end of 2032.
High prevalence of oral diseases, cosmetic use of mouthwash, availability of different flavors, and alcohol-free mouthwashes are some of the key trends in this market.
India, the U.S., China, the United Kingdom, and Germany lead the demand for mouthwashes in the market.
The U.S. accounted for 20.3% share of the global mouthwash market in 2021.
Demand for mouthwashes in Europe is expected to increase at a CAGR of 5.2% from 2022 to 2032.
The U.K., the U.S., and India are leading producers of mouthwashes.