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Mouthwash Market

Market Study on Mouthwashes: Products Made from Natural Sources Account for Two-thirds Market Share

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.

Mouthwash Market Outlook (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)

5.8% CAGR

Market Share of Top 6 Countries


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Sales Analysis of Mouthwashes (2017 to 2021) Vs. Market Outlook (2022 to 2032)

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.

  • According to data provided in 2019 by WHO, more than 2 billion people suffer from permanent tooth decay and 520 million children suffer from primary teeth caries.
  • As per a WHO report published in November 2017, sugar-added beverages such as fruit juices and milk-based drinks are the reasons for a significant rise in dental caries.

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.

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Why are Mouthwash Manufacturers Enjoying Increased Product Sales of Late?

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 2016, one of India’s leading herbal healthcare companies, Himalaya, was the first herbal brand to launch an alcohol-free mouthwash that includes ingredients such as papaya and pineapple to clean the mouth.

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.

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What is Restraining the Demand Growth for Mouthwashes?

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.

  • According to data provided by the National Library of Medicine, continuous use of mouthwash has effects on the membrane and cheek cell DNA. It breaks the DNA of the check cells into small fragments but does not detach from the oral mucosa, and if it is not repaired on time, it can cause mutation. This mainly occurs because of hydrogen peroxide present in the mouthwash, which is a whitening agent.

Moreover, market growth is observed to be affected by less focus on dental care in low- and middle-income countries.

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Country-wise Insights

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.

  • According to a report by WHO in 2022, each year, tobacco kills more than 8 million people, of which, around 7 million are direct users of tobacco while the rest are secondary users.
  • As per data released by the Centers for Disease Control, tobacco is the main cause of preventable diseases and deaths in the U.S.

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.

  • China is one of the countries in the world with the fastest-growing aging population, according to data published by WHO. In 2019, there were 254 million people in China who were 60 or older.

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.

  • According to the International Journal of Oral Sciences, the State Council of China released a five-year plan in 2016, in which steps were taken for the improvement of oral health, and this led to the growth of the market for oral health products.

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.

  • According to the Ministry of Health and Family Welfare, the Indian population affected due to dental caries and periodontal diseases is 60% and 85%, respectively. India is considered the world capital for 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.

Category-wise Insights

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.

Competitive Landscape

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.

  • In February 2022, GlaxoSmithKline (GSK) announced a new company Haleon, which resulted from the demerger of Consumer Healthcare with an exceptional portfolio of leading brands such as Sensodyne, Voltaren, Panadol, and Centrum.
  • In January 2020, Colgate-Palmolive, one of the leading companies in oral healthcare, announced an agreement to acquire one of the fastest-growing oral care brands Hello Oral Care in the United States.

Mouthwash Industry Report Scope



Forecast Period

2022 to 2032

Historical Data Available for

2017 to 2021

Market Analysis

US$ Million for Value

Key Regions Covered

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

Key Countries Covered

  • U.S.
  • Canada
  • Brazil
  • Mexico
  • Argentina
  • U.K.
  • Germany
  • Italy
  • Russia
  • Spain
  • France
  • India
  • Thailand
  • Indonesia
  • Malaysia
  • Japan
  • China
  • South Korea
  • Australia
  • New Zealand
  • Turkiye
  • GCC
  • South Africa

Key Market Segments Covered

  • Product
  • Source
  • Distribution Channel
  • Region

Key Companies Profiled

  • The Procter & Gamble Company
  • Colgate-Palmolive
  • GlaxoSmithKline plc
  • Johnson & Johnson Services, Inc.
  • Lion Corporation
  • Tom’s of Maine
  • Chattem Inc.
  • Church & Dwight
  • SmartMouth Oral Health Laboratories
  • Himalaya
  • 3M
  • Unilever
  • Ambient Healthcare Pvt. Ltd.
  • Kao Corporation
  • Caldwell Consumer Health
  • Dr. Harold Katz
  • Sunstar Group
  • Dentyl Active
  • Jason Natural Care
  • Lotus Brands Inc.
  • Rowpar Pharmaceuticals Inc.
  • Reckitt Benckiser Group Plc.
  • Royal Philips N.V.
  • Henkel AG & Co. KGaA


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Mouthwash Industry Research Segmentation

By Product:

  • Cosmetic Mouthwashes
  • Therapeutic Mouthwashes
  • Antiseptic Mouthwashes
  • Other Mouthwashes

By Source Type:

  • Natural
  • Synthetic

By Distribution Channel:

  • e-Commerce
  • Retail Pharmacies/Stores
  • Hypermarkets/Supermarkets

By Region:

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

- Companies Covered in This Report -

  • The Procter & Gamble Company
  • Colgate-Palmolive
  • GlaxoSmithKline
  • Johnson & Johnson
  • Lion Corporation
  • Tom’s of Maine
  • Chattem Inc.
  • Church & Dwight
  • SmartMouth Oral Health Pvt. Ltd.
  • Himalaya
  • 3M
  • Unilever
  • Ambient Healthcare Pvt. Ltd.
  • Kao Corporation
  • Caldwell Consumer Health
  • Dr. Harold Katz
  • Sunstar Group
  • Dentyl Active
  • Jason Natural Care
  • Lotus Brands Inc.
  • Rowpar Pharmaceuticals
  • Reckitt Benckiser Group plc.
  • Royal Philips N.V.
  • Henkel AG & Co. KGaA

- Frequently Asked Questions -

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.

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