Oral Hygiene Products Market

Rising Awareness about Oral Health to Drive Growth in the Oral Hygiene Products Market

Oral Hygiene Products Market Segmented By Products - Toothpaste, Mouth Wash & Rinse, Teeth Whitening, Floss, Tooth Brushes, Orthodontic Wax, Denture Cleansers and Fixatives with Dental Plaque/ biofilms, Dental Caries, Gingivitis, Halitosis, Periodontitis, Peri-implantitis Indication

Report ID: PMRREP25915

Number of Pages: 279

Format: PPT*, PDF, EXCEL

Industry: Healthcare

Published Date: December-2022

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Oral Hygiene Products Market Outlook (2023-2033)

Worldwide revenue from the oral hygiene products market stands at US$ 22.3 Bn in 2022, with the global market estimated to surge ahead at a CAGR of 3.9% to reach a valuation of US$ 34.1 Bn by the end of 2033.

Oral Hygiene Products Market Size (2022)

US$ 22.3 Bn

Projected Market Value (2033)

US$ 34.1 Bn

Global Market Growth Rate (2023-2033)

3.9% CAGR

Market Share of Top 5 Countries


As assessed by Persistence Market Research, toothpastes hold the largest market share of 36.3% in 2022. Overall, oral hygiene products market sales account for approximately 57.4% revenue share in the global dental market, which was valued at around US$ 38.84 Bn at the end of 2022.

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Sales Analysis of the Global Market from 2015 to 2022 Vs Market Outlook for 2023 to 2033

The global market for oral hygiene products recorded a historic CAGR of 3.5% in the last 7 years from 2015 to 2022.

Oral hygiene is the practise of keeping a clean, healthy mouth free of diseases and other dental issues. To avoid dental disorders such as tooth decay, gingivitis, and periodontitis, everyone should practise good oral hygiene on a regular basis. It covers techniques for caring for one's own teeth as well as products such as mouthwash, dental floss, and breath fresheners. Additionally, dental services such as cavity filling, fluoride, sealant application, and scaling of hardened plaque are included in the definition of oral hygiene.

One of the key elements fuelling market growth recently is the accessibility of cutting-edge and alluring oral hygiene products. Middle-class and wealthy people are quickly embracing these products.

The demand for toothpaste and mouthwash will continue to outpace that of all other goods. It's crucial to comprehend how the COVID-19 pandemic is affecting the market for oral hygiene products.

The global market is thus likely to show high growth over the coming years at a CAGR of 3.9% and reach a global market size of US$ 34.1 Bn by 2033.

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What Factors Will Drive the Market to Grow Over Forecast Period?

Innovation in Oral Hygiene Products is Boosting up the Demand

The market for oral hygiene goods is growing as a result of new and appealing items like battery-operated and electronic toothbrushes, dental floss, fresh breath strips, mouthwashes, chewing gums with new flavours, denture adhesive lotions, denture cleansers, and fixatives. Key market participants have been concentrating on implementing new tactics over the past two years, including the rapid expansion of R&D facilities, merger and acquisition operations, partnerships, and the introduction of cutting-edge products such teeth whitening products.

For instance, in Feb 2022, Sensodyne Nourish, the first in a new line of products being introduced by GSK power brand sensodyne, is targeted at a younger demographic. Sensodyne nourish, which is motivated by sensodyne aggressive development objectives, maintains the DNA of its parent brand, focused on tooth sensitivity, but strives to increase its relevance and appeal to attract a younger generation of sensodyne consumers.

The demand for oral hygiene products is increasing in worldwide markets as people become more aware of cosmetic dentistry procedures to enhance personal appearance. To improve tooth appearances, consumers are willing to purchase cosmetic whitening products. Some of the best cosmetic whitening treatments now on the market for oral hygiene goods are Procter & Gamble, Colgate Palmolive, Unilever, Johnson & Johnson, GlaxoSmithKline Plc.

For instance, in March 2022 Colgate-Palmolive (India) introduced visible white O2, a new product that uses active oxygen technology and offers to whiten teeth in three days. It has started the "Smile Out Loud" campaign to promote the high-end toothpaste. Such awareness campaigns will drive the expansion of the global market over the forecast period.

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Is there Any Impact on the Growth of the Oral Hygiene Products Market?

Higher Product Cost and Product Recalls”

Technology dominates the market for dental cosmetics on a global scale. The introduction of new technologies into the market increases demand for these products since they produce improved efficiency and outcomes. The expensive price of these cutting-edge tools raises the question of affordability, preventing the worldwide dental therapy business from expanding, especially in developing countries.

Additionally, the lack of appropriate reimbursement policies has an effect on medical equipment and supplies.

On the other side, market expansion is anticipated to be hampered by product recalls. The market for oral care/oral hygiene is anticipated to face difficulties throughout the forecast period as a result of the negative impacts of teeth whitening products.

For instance, in June 2021 The Ivismile teeth whitening kit received a product recall warning from the OPSS, classifying the danger as "severe." The Chinese-made mint-flavoured kit comes in a black box with text in white and turquoise.

Country-wise Insights

Why is the U.S. Market Booming?

“Advanced Technologies in Oral Hygiene Products”

The U.S. will account for around 21.9% share in the global oral hygiene products market in 2023.

The American Dental Association reports that dry sensitivity in mouth, bad breath, dry mouth, and oral infections are the most common oral health issues among Americans. The global increase in dental professionals, the prevalence of dental illnesses, and technical developments in oral hygiene products are all factors contributing to the expansion of the oral healthcare industry.

The World Health Organization (WHO) estimates that 530 million children worldwide have primary tooth decay. According to the American Dental Hygienists' Association (ADHA), in the US, over 150,000 registered dental hygienists promote good oral hygiene by providing appropriate dental hygiene practises and techniques.

How is Germany Set to Propel the Global Market for Oral Hygiene?

“Rising Prevalence of Dental Caries”

Germany is set to hold a market share of around 2.5% in the global market in 2023.

The importance of dental care and oral care products has substantially expanded in recent years due to greater consumer understanding and better informational transmission in emerging nations. The rising prevalence of dental caries is a crucial factor affecting demand for oral care products. Due to their poor eating habits and oral hygiene, children frequently experience tooth decay.

As a result, young people are more likely to experience dental cavities. Additional factors supporting the growth of the Germany oral hygiene product market include increased internet usage in both developed and emerging countries as well as constantly improved point-of-care models.

What Factors Are Leading to Development of India’s Oral Hygiene Products?

“Lifestyle Changes have Propelled Oral Hygiene Products”

The Indian market is anticipated to grow profitably and accelerate at a CAGR of 4.2% over the forecast period.

In India, the significant economic growth, evolving lifestyles, and increasing disposable incomes are the main factors driving the India oral hygiene industry. As a result, smoking rates are high and processed food consumption is rising, which is helping to fuel the nation's rising rates of dental caries and other conditions.

Moreover, to raise awareness about proper oral hygiene maintenance, the Government of India (GOI) is hosting free dental camps in partnership with businesses and dentistry organisations. Such activities are a key driver of growth for the Indian market for oral hygiene products.

Category-wise Insights

Which Product is Driving Growth of the Global Market?

“Cost Effective Toothpastes”

Toothpastes held the largest market share of 36.3% of the oral hygiene products market in 2022. This segment is further expected to hold a largest market value of US$ 8.5 Bn by 2023.

Prior to the invention of toothpaste, oral hygiene was the purview of regionally created homemade powders and ayurveda practitioners. Oral hygiene has become more important as a result of product penetration into developing countries. One such example is the introduction of Colgate into the Indian market.

The industry has expanded at an exceptional rate in recent years. Additional important variables promoting the development of the product category include a high rate of success in product innovation, novel product launches, and treatment approvals.

Which Indication Drives the Global Market?

“Rising Prevalence of Dental Caries Has Boosted Growth in Treatment”

Dental plaque/ biofilms held a share of around 29.5% in the global market in 2022.

Due to the bacteria's acidic production, dental plaques can cause tooth decay, which in turn causes tissue damage. Dental plaque is a type of biofilm or microbial population found in the oral cavity that causes a number of clinical diseases that have an impact on the host system.

To address the impact of tooth decay owed to the above-mentioned indication, the global market presents a larger focus on the dental plaque/biofilms segment.

Which Distribution Channel Offers the Global Market a Profitable Outlook?

“Growing Awareness Regarding Available Oral Hygiene Products”

Supermarket/hypermarket sales segment held the larger share of about 30.8% with a market value of around US$ 6.9 Bn in 2022.

Oral hygiene products awareness has increased along with the prevalence of dental clinics, creating attractive market expansion potential. Patients' preferences for having direct connections with doctors and pharmacists have served as the main motivating factor.

Moreover, with the ease of accessibility, as well as the availability of dental hygiene products in supermarkets have further propelled the usage of these products globally. Moreover, with the growing awareness campaigns for oral hygiene, the consumers are driven towards greater adoption of branded and marketed products globally.

Competition Landscape

Considering the efforts made by competitors in the global industry, mergers and acquisitions have emerged as one of the main growth strategies employed by market participants. Numerous international corporations are investing in technology-based research and development to create new products that offer comprehensive solutions to dental health problems.

Key instances include:

  • Most dental disorders, including gum bleeding and irritation, are caused by gum troubles and plaque build-up. In February 2018, Crest, a popular brand of dental care from Procter & Gamble (P&G), introduced Gum Detoxify, a toothpaste that helps to improve tooth and gum health.
  • In May 2022, in order to spread the word about its toothpaste tubes, which can be reused, Colgate-Palmolive is deploying its fleet of Bright Smiles, Bright Futures (BSBF) mobile dental vans to select Walmart sites around the U.S.

Similarly, the team at Persistence Market Research has tracked recent developments related to companies in the oral hygiene products market, which are available in the full report

Oral Hygiene Products Industry Report Scope



Forecast Period


Historical Data Available for


Market Analysis

  • USD Million for Value
  • Units for Volume

Key Countries Covered

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

Key Market Segments Covered

  • Product
  • Indication
  • Distribution Channel
  • Region

Report Coverage

  • Market Forecast
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Key Companies’ Profile

  • Colgate-Palmolive
  • Procter & Gamble
  • Unilever
  • GlaxoSmithKline
  • Johnson & Johnson
  • 3M Company
  • Dabur India Ltd.
  • Dentsply International Inc.
  • Ultradent Products, Inc.
  • Dentaid SL
  • Others

Customization & Pricing

Available upon Request

Key Segments Covered in Oral Hygiene Products Industry Research


  • Toothpaste
  • Toothbrush
  • Mouth Wash/Rinse
  • Floss
  • Teeth Whitening
  • Orthodontic Wax
  • Denture Cleansers & Fixatives


  • Dental Plaque/ Biofilms
    • Toothpaste
    • Mouth Wash/Rinse
    • Floss
    • Toothbrush
  • Dental Caries
  • Gingivitis
  • Halitosis
  • Periodontitis
  • Peri-implantitis

Distribution Channel:

  • Hospital Pharmacies
  • Supermarket/Hypermarket
  • Drug Stores
  • Retail Pharmacies
  • E-commerce


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

For report customisation and delivery information contact our sales representative.

Companies Covered in This Report

  • Colgate-Palmolive
  • Procter & Gamble
  • Unilever
  • GlaxoSmithKline
  • Johnson & Johnson
  • 3M Company
  • Dabur India Ltd.
  • Dentsply International Inc.
  • Ultradent Products, Inc.
  • Dentaid SL
  • Others

Frequently Asked Questions

The global market is currently valued at around US$ 22.3 Mn in 2022.

Sales of the market are set to witness growth at a CAGR of 3.9% over the forecast period.

Demand for the market increased at a 3.5% CAGR from 2015 to 2022.

U.S., Canada, China, India, and Germany accounted for the major share in the global market as of year 2022, holding around 45.0% market share.

The U.S. is set to account for around 21.9% share of the global market in 2023.

Latin America accounts for around 8.3% share of the global market in 2022.

Japan held a market share of about 31.8% of the East Asia oral hygiene products market in 2022.

Germany is set to hold a market share of around 2.5% in the global market in 2023.

U.K. is estimated to grow at a CAGR of 5.5% over the forecast period.

India will expand at CAGR of close to 4.2% during the forecast period.

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