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Toothpaste Market

Market Study on Toothpaste: Innovations Such as Tablet Variants to Bolster Market Growth

Toothpaste Market Outlook (2024 to 2032)

The Global Market recorded a valuation of US$ 23.6 billion in 2024 and is predicted to expand at a CAGR of 4.1% to reach US$ 38.1 billion by the end of 2032. According to this new study by Persistence Market Research, conventional toothpaste is leading the product segment with a market share of 32.6% in 2022.

Toothpaste is among the most commonly used paste or gel dentifrice products in the world. Oral care products are used to remove food debris and plaque from the teeth, thus suppressing bad breath and preventing tooth decay by delivering active ingredients such as fluorides. Tartar and plaque are the two most common oral health issues.

Poor eating habits, consumption of food products with high sugar content, smoking, increased awareness about oral health, and growing preference for premium products that provide targeted solutions for oral health problems have all contributed to market growth. Market players are developing innovative and diverse products to meet consumer demands, such as deep cleaning, teeth whitening, sensitivity, herbal care, repair and protection, and freshness.

Sales of toothpaste accounted for 48.9% share of the global oral care market in 2022

Estimated Toothpaste Market Value (2024)

US$ 23.6 Billion

Forecasted Market Value (2032)

US$ 38.1 Billion

CAGR (2024 to 2032)


Market Share of Top 5 Countries


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Sales Analysis of Toothpaste Market (2019 to 2023) Vs. Market Outlook (2024 to 2032)

Sales of toothpaste increased at a CAGR of 3.5% from 2019 to 2023 owing to growing awareness about dental health across regions.

The global market registered steady growth in the past few years owing to rising oral health issues such as cavities, dentine hypersensitivity, tooth decay, plaque, tartar, gingivitis, dental calculus, and halitosis. As a result of the increase in dental cavities and tooth decay issues, there is a greater need for a toothpaste that inhibits the growth of bacteria and plaque.

  • According to the World Health Organization in 2019, 520 million children suffer from primary tooth decay and 2 billion adults suffer from tooth decay of permanent teeth worldwide.

Market growth will further be propelled by growing concerns about oral health, supported by various government initiatives across the world. Colgate-Global Palmolive's study highlights the urgent need to address the issue of the rise in the prevalence of cavities.

Continuous efforts to promote products and spread brand awareness through advertisement campaigns, mainly through social media channels and print media, have had a positive impact on market growth.

  • The Colgate-Palmolive Company stated in February 2022 that it is beginning a public health program to help individuals better understand and care for their dental health. To address a worldwide health problem that affects over half of the world's population and make sure oral health is incorporated into more comprehensive public health plans, the company will commit more than US$ 100 million over the next five years.

Thus, owing to the above-mentioned factors, the global market is expected to evolve at a CAGR of 4.1% during the forecast period (2022 to 2032).

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Why are More Toothpaste Market Manufacturers Launching Plant-based Products?

The market for toothpaste products is set to present an opportunistic outlook owing to the increasing use of plant-based products. Herbal extracts in toothpaste as antimicrobial agents have gained popularity in recent years. Furthermore, there has been an increase in the use of herbal ingredients and other natural ingredients such as turmeric, cloves, sage, neem, eucalyptus, myrrh, salt, and charcoal in toothpaste for consumers, particularly in Asia Pacific and North America.

The growth of dental clinics in affluent nations as well as in developing and underdeveloped economies has increased the demand for preventive goods such as sensitivity toothpaste. The market will expand steadily during the study period due to the rising use of various preventative products as a result of increased awareness of oral illnesses, given the high prevalence of dental and oral problems such as tooth decay and gum disease.

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What are the Factors Restraining Demand Growth for Toothpaste Market?

Chemical ingredients such as parabens, fluoride, and triclosan have an adverse effect on the teeth and cause abrasions.

  • The U.S. Food and Drug Administration has banned triclosan, an antibacterial agent used in toothpaste, requiring leading dental care companies to remove triclosan from their toothpaste and reformulate it.

Many companies have left the dentistry market as a result of the low rate of return on investment and the glut of dental products, particularly toothpaste. Poor labor practices are impeding the market's pricing competition. Investments are being hampered by the market's high volume and low-value characteristics.

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Country-wise Insights

Why is China a Highly Lucrative Market for Toothpaste Market?

China held 45.5% share of the East Asia market in 2022 and is projected the progress at a CAGR of 3.4% during the forecast period.

  • According to data published by Global Trade in 2022, despite a drop in toothpaste imports the previous year, due to the ongoing COVID-19 pandemic, China increased its exports by +9.3 percent in volume terms and +5.7 percent in value terms. Russia has emerged as a key destination for Chinese toothpaste exports, accounting for nearly 14 percent of total Chinese exports.
  • China is the world's largest exporter of toothpaste, with an export of roughly 213K tonnes in 2020, with a total value of US$ 415 million, as per global trade data.

Yunnan Baiyao, Oral-B, Colgate, Crest, and Sensodyne are among China’s top five companies, with a top growth line to meet expanding global demand for toothpaste.

What Makes the United State a Large Market for Toothpaste?

The United State dominated the North American region with a market share of 82.8% in 2021 and is expected to grow at a CAGR of 3% throughout the forecast period.

Advancements and innovations in product portfolios in terms of new flavor, color, and purpose have sparked the interest of customers in the United States.

  • In March 2022, P&G launched a product named Crest Densify in America as a premium toothpaste that actively rebuilds tooth density by re-mineralizing the enamel.

The public in the country is well aware of the need of using the proper toothpaste for their needs. Furthermore, the market is likely to benefit from the increased usage of personal care products and rising awareness of dental hygiene.

What is the Outlook for the United Kingdom Toothpaste Market?

The United Kingdom accounted for a market share of 31.2% in 2022 in the European region.

The United Kingdom is a market leader in toothpaste due to the high standards of hygiene practices followed by Europeans. Oral health is paramount in the country. The market is characterized by the presence of global companies offering products of a wide range of choices to local consumers.

Category-wise Insights

Why is Conventional Toothpaste Still Ruling This Space?

Conventional toothpaste accounted for a market share of 32.6% in 2022. Conventional toothpaste is available in nearly all types of retail stores and addresses key oral issues such as halitosis, cavities, tooth decay, and germs, which are among the most prevalent oral hygiene problems.

Which Age Group Accounts for High Demand for Toothpaste Market?

The adult age group accounted for a market value share of 68.9% in 2021. The consumption of alcohol and cigarettes by the adult population and the negative effects that these items are known to have an effect on oral health. Additionally, adult teeth also require protection. When it comes to preventing cavities, fluoride toothpaste offers several advantages. In addition to strengthening tooth enamel and increasing its resistance to acid assaults, it also works to stop harmful germs from accumulating around the gums.

What is the Preferred Distribution Channel for Toothpaste Globally?

General stores accounted for 35.2% market share in 2021 under the distribution channel segment. General stores offer a wide variety of brands in one location at affordable prices. A majority of customers prefer buying toothpaste from general stores since these stores are easily accessible. Furthermore, these stores are located close to residential areas and many even offer facilities such as online delivery.

Competitive Landscape

Key toothpaste manufacturers frequently reinvest in production and distribution networks, particularly in emerging markets, to increase their market share. To attract customers in the age range of 5 to 12 years, numerous large manufacturers are introducing a variety of herbal and flavored toothpaste with attractive packaging. Key players are focusing on putting new items in retail stores and providing cutting-edge packaging solutions with alluring discounts and product offerings.

For instance,

  • On March 3, 2022, Colgate Palmolive launched a new oral care product, Visible White O2, which whitens the teeth in just three days using a special active oxygen formula. Colgate has also introduced two new flavors--aromatic mint and peppermint sparkle--in the same product to attract more customers.
  • In Jan 2019, Amway launched new Glister Herbal toothpaste, an extension to its existing flagship Glister range category.

Toothpaste Market Industry Report Scope



Forecast Period

2019 to 2023

Historical Data Available for

2024 to 2032

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

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

Key Market Segments Covered

  • Product
  • Age Group
  • Distribution Channel
  • Region

Key Companies Profiled

  • Colgate Palmolive
  • Dabur International Ltd
  • GlaxoSmithKline PLC (GSK)
  • Henkel AG
  • Johnson & Johnson Services
  • Procter & Gamble
  • Patanjali Ayurved Ltd
  • Unilever Group
  • Amway Corporation
  • The Himalayan Drug Company
  • Church & Dwight Co., Inc.
  • CCA Industries, Inc
  • LG Household & Health Care Ltd.
  • Lion Corporation
  • Ranir, LLC
  • Sunstar Suisse S.A.
  • Tom’s of Maine


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Key Market Segments of Toothpaste Market Industry Research

By Product:

  • Conventional Toothpaste
  • Herbal Toothpaste
  • Teeth Whitening Toothpaste
  • Sensitivity Toothpaste

By Age Group:

  • Kids
  • Adults

By Distribution Channel:

  • Supermarkets/Hypermarkets
  • Convenience Stores
  • Pharmaceutical and Drug Stores
  • Online Retail

By Region:

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

- Companies Covered in This Report -

  • The Procter and Gamble Company
  • Unilever PLC
  • Johnson & Johnson
  • The Colgate Palmolive Company,
  • GlaxoSmithKline PLC (GSK)
  • Church and Dwight Co., Inc.
  • Henkel AG & Company, KGaA
  • Patanjali Ayurveda Ltd
  • Amway Corporation
  • Lion Corporation
  • Ultradent Products Inc.
  • Dabur International Ltd
  • GlaxoSmithKline PLC (GSK)
  • Henkel AG
  • Procter & Gamble
  • The Himalayan Drug Company
  • Church & Dwight Co., Inc.
  • CCA Industries, Inc, LG
  • Household & Health Care Ltd.
  • Lion Corporation
  • Tom’s of Maine.

- Frequently Asked Questions -

The global toothpaste market reach US$ 22.6 billion in 2021 and is set to expand 1.6X over the next ten years.

The market for toothpaste is expected to reach a valuation of US$ 38.2 billion by the end of 2032, with sales revenue expected to register 4.1% CAGR.

Rising dental issues such as cavities, dentine hypersensitivity, tooth decay, plaque, tartar, gingivitis, dental calculus, and halitosis, as well as increased oral hygiene awareness and the availability of a variety of toothpaste products are key market drivers.

India, China, the U.K., Germany, and Japan are expected to account for the most demand for toothpaste.

North America is one of the key markets for toothpaste, with the United States accounting for 82.8% market share in 2021.

Demand for toothpaste in Europe is expected to increase at 4% CAGR over the next ten years.

China, the United States, and India are major manufacturers of toothpaste.

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