Oral Care Market Size, Share, Industry, Forecast and Outlook (2024-2031)

Report Overview

The Global Oral Care Market is expected to grow at a Significant CAGR during the forecast period (2024-2031).

Oral care are intended to cleanse the oral cavity, freshen the breath, and maintain good oral hygiene. Good oral care is important to maintaining healthy teeth, gums and tongue. Oral health refers to the health of the teeth, gums, and the entire oral-facial system that allows us to smile, speak, and chew.

Market Summary

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Market Dynamics 

The global oral care market growth is driven by the rising incidence of dental diseases, growing  number of practicing dentists on a global scale, and technological advancements in oral care products are the major factors driving the growth of the oral care market.     

The increasing awareness regarding dental hygiene will drive the market growth    

Increasing awareness regarding dental hygiene and growing prevalence of dental caries cases are anticipated to drive the market growth. Several initiatives are taken by the market players to create awareness about good oral health and hygiene. For instance, in 2015, the American Association of Orthodontists (AAO) entered into a collaboration with Crest and Oral-B to create awareness about oral health and practices. Rapid swift toward dental cosmetic treatments and aids to improve personal aesthetics have positively supported the demand for oral care products. Rise in incidence rates of dental caries is also a significant factor, which is driving the market of oral care products.

There has been exponential growth in the global burden of various dental diseases, which would increase the adoption of various oral care products. Tooth decay (dental caries) and periodontal diseases (gum diseases) are the most widespread chronic diseases worldwide and constitute a major global public health challenge. As per WHO, the treatment of dental caries is expensive, accounting for around 5–10% of the total expenditure on healthcare borne by developed nations. A study conducted by the Centers for Disease Control and Prevention (CDC) in 2018 revealed that from 2015-2018 the total percentage of untreated dental caries was 13.2% (for ages between 5 and 14) and 25.9% (for ages between 20-44 years).

According to the FDI World Dental Federation, the prevalence of dental caries is significantly higher in the younger population. The prevalence of dental caries in the 6-19 age group is as high as 60% to 80% in developed countries across North America and Europe. In contrast, in developing countries, including India, Brazil, and Mexico, its prevalence is more than 80%. The high incidence of dental caries and other periodontal diseases is key in driving demand for oral care market.

Adverse effects of teeth whitening products is likely to hamper the market growth  

However, growing trend in the oral care market, teeth whitening also has the potential to cause certain adverse effects in consumers. Repeated use of whitening products such as teeth whitening pens can cause irreversible destruction of the tooth enamel. This could, in turn, cause teeth sensitivity due to repeated erosion of the protective enamel layer. Also, the teeth whitening agent is likely to contact the gum line during use, which can cause localized irritation and pain. Whitening agents can also cause uneven teeth whitening, especially if a few or several of the teeth in the dentition are artificial.

Moreover, these products should not be used when there are open cavities, causing leaching of the product to the roots, thereby causing further tooth damage.  These factors hamper the growth of the market in the forecast period.

COVID-19 Impact Analysis on Market

The COVID-19 pandemic significantly impacted distribution channels and consumer behavior related to essential and non-essential goods, with similar trends seen in the oral hygiene and oral care market. In the first quarter (Q1) of 2020, as the COVID-19 pandemic started to accelerate, the initial trend of stockpiling mainly benefitted consumer stores as most customers were bulk purchasing from consumer stores before lockdown. However, according to the US Census Bureau of the Department of Commerce, overall retail sales in Q1 of 2020, of which consumer store sales form a major part, showed a 1.3% decrease from Q4 (last quarter) of 2019. The most prominent impact of the COVID-19 imposed lockdown, social distancing, and quarantine measures have been the shift in consumer purchasing patterns from in-store to online. According to the US Census Bureau of the Department of Commerce, in the first quarter of 2020, US retail e-commerce sales increased by 14.5% compared to the first quarter of 2019. In contrast, total retail sales increased by only 2.8% in the same period. This trend can be expected to reflect in the oral care and oral hygiene market, as consumers will favor contactless purchasing even in the post lockdown era.

Market Segment Analysis

Toothpaste segment is expected to grow at the fastest CAGR during the forecast period (2024-2031)

Toothpaste held the largest market share in the forecast period. High usage of toothpaste among people of all income groups can be attributed to the growth of this segment. The availability of different forms of toothpaste, such as gels, pastes, and powder, provides wider options to the consumers, which also drive its demand. In January 2020, Colgate-Palmolive Company launched Smile for Good toothpaste. The ingredients contained within the paste are 99.7% natural and are packaged in Colgate’s first-of-its-kind recyclable plastic tube. Thus, with manufacturers proactively involved in launching innovative products, demand for toothpaste is expected to increase in the forecast period. New product launches and development are influencing the growth of the segment. Various types of toothpaste have been introduced in order to maintain the dentures, which thereby helps maintain good oral health.

The increase in the occurrence of oral disorders, such as periodontitis, gingivitis, tooth decay, denture irritation, bleeding gums, and bad breath, is expected to contribute to the demand for the segment in the forecast period.

Market Geographical Share

Asia-Pacific region holds the largest market share of global oral care market

Asia-Pacific is expected to dominate the overall oral care market in the forecast period. Consumers of Asian countries such as China and Japan are well aware of oral health practices, and thus, the demand for oral care products is high in these countries. As per GlaxoSmithKline, there is an increasing awareness about oral health among the Japanese population. The Japanese aging population and youth are highly concerned about their oral care, driving the demand for oral care products in Japan.

Oral health care products in India are mainly driven by Ayurvedic or natural ingredient products. All major companies in India sell Ayurvedic revolution products. Consumers in Singapore are brand conscious and would rather spend more to ensure the safety and efficacy of a product than look for economical options to maintain their oral care. In Australia, e-toothbrushes are well perceived as efficient oral care products for all age groups and hold a significant country share in the regional market. These factors are driving the growth of the market in the region.

Oral Care Companies and Competitive Landscape

The oral care market is moderately competitive presence of local as well as global companies.  Some of the key players which are contributing to the growth of the market include Colgate-Palmolive, Procter & Gamble, Unilever PLC, GlaxoSmithKline PLC., Sunstar Suisse SA, Lion Corporation, Henkel AG & Co. KGaA, Church & Dwight Co. Inc., Johnson & Johnson, Dr. Fresh, LLC among others. The major players are adopting several growth strategies such as product launches, acquisitions, and collaborations, which are contributing to the growth of the Oral Care Market globally. For instance, in October 2018, Johnson and Johnson, with its Listerine brand, launched a new oral care category, LISTERINE READY! TABS. It is a mint solid-to-liquid tablet that does not contain mouthwash and freshens breath for up to four hours on the go in 40 seconds.   

Colgate-Palmolive.  

Overview:

Colgate-Palmolive Company is a US diversified company that manufactures and distributes household and commercial cleaning products, dental and other personal-care products, and pet foods in the United States and in more than 200 other countries and territories worldwide.     

Product Portfolio:

Colgate Total Advanced Health:  Colgate Total Advanced Health Mouthwash kills 99% of germs on contact and reduces plaque, freshens breath and helps prevent gingivitis. Alcohol free mouthwash so there's no burn, fluoride free mouthwash formula.