Oral Care/Oral Hygiene Market

Oral Care/Oral Hygiene Market by Product (Toothpastes, Toothbrushes and Accessories, Mouthwashes/Rinses, Dental Accessories/Ancillaries, Denture Products, Dental Prosthesis Cleaning Solutions), by Distribution Channel (Consumer stores, Retail Pharmacies, Online Distribution, Dental Dispensaries) – Global Market Size, Share, Development, Growth and Demand Forecast, 2013-2023

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Oral Care/Oral Hygiene Market Overview

Oral care/oral hygiene is the practice of keeping mouth clean and healthy by regularly brushing and cleaning the teeth. There are several oral problems such as bad breath, dry mouth, canker or cold sores or tooth decay which can be treated with proper diagnosis and oral care. Oral care/oral hygiene market has been growing due to increase in good hygiene practices, increasing prevalence of oral diseases and technological advancements in oral care/oral hygiene products.  Oral hygiene involves keeping daily preventive care, including proper brushing, cleaning and flossing, which help in deterring problems before they develop. The most common types of oral care problems are dental carries, periodontal (gum) disease and gingivitis. In order to avoid such problems, several precautions are to be taken such as consumption of water after acidic foods, reduced consumption of aerated drinks, use of sugar free chewing gums, and others.

According to FDI World Dental Foundation, dental caries is the most common childhood disease, and around 60% to 90% of children are affected by it, globally, but the majority of dental decay remains untreated due to inappropriate, unaffordable or unavailable oral health care services. According to the data by the Center for Disease Control and Prevention (CDC), 62.7% of adults aged 65 years and above, visited dental clinic and also, 31.6 % of adults aged 20-44 years, were left with untreated dental carries during 2011-2014.

The oral care/oral hygiene market is segmented on the basis of product and distribution channel. On the basis of product, the market is segmented into toothpaste, toothbrushes and accessories, mouthwashes/rinses, dental accessories/ancillaries, denture products and dental prosthesis cleaning solutions. The toothpaste segment accounted for the largest share in 2016, owing to the huge adoption of toothpaste to maintain good oral hygiene, avoid dental diseases, and for post-surgical procedures.

On the basis of distribution channel, the oral care/oral hygiene market is segmented into consumer stores, retail pharmacies, online distribution and dental dispensaries. In 2016, the consumer stores segment accounted for the largest share of the market, this is primarily attributed to the high dependence of manufacturers on retail stores since they are the immediate customers.

Oral Care/Oral Hygiene Market Dynamics

Growth Drivers and Restraints

The major factors driving the growth of the global oral care/ oral hygiene market are growing awareness on oral hygiene, technological advancements in oral care/oral hygiene products and rising incidence of dental caries and other periodontal diseases. In April, 2017 Orajel, a brand of Church and Dwight Co., Inc. decided to educate young parents about oral hygiene, with the aim is to teach parents about the healthy oral care routine they should follow in order to keep their children’s dental problems away. According to the data published by the CDC in 2014, around 47.2% of adults aged 30 years and older, suffered from some or the other form of periodontal disease in the U.S., and 70.1% of adults, aged 65 years and older had periodontal disease, since periodontal diseases increase with age. Colgate-Palmolive Company (U.S.) invested $289.0 million for R&D activities in 2016. The company launched two new products, Colgate Optic White Toothbrush + Whitening Pen (the toothbrush with a built-in whitening pen) and Pain Out (a tooth pain relief product) in 2014 and 2016, respectively. Similarly, the Procter & Gamble Company (U.S.) has launched various innovative oral care products such as Crest Sensi-Stop Strips, Crest Pro-Health [HD], Crest + Oral-B Pro- Health JR toothpaste and toothbrushes, and Oral-B GENIUS since 2014.

Competitive pricing pressure faced by prominent players is the key factor that is restraining the growth of oral care /oral hygiene market globally. For instance, Glister toothpaste by Amway costs for $14.95, while Colgate from Colgate-Palmolive company costs barely $3.25. Dental floss from Colgate-Palmolive company costs $5.77 while that of Johnson & Johnson costs $7.07. Due to such huge price difference, the products having lower price are preferred thus, restraining the overall growth of the industry.


The presence of several untapped emerging markets in oral care/oral hygiene industry, and also the increase in online purchase of oral care/oral hygiene products is creating opportunities for the market players. Due to emerging online buying trends, with additional discounts offered, people tend to shop in bulk for their oral products which help them in spending not much on these products.

Oral Care/Oral Hygiene Insights by Geography

Geographically, the oral care/oral hygiene market in Europe holds the largest share, however, the Asia-Pacific region is expected to witness the highest CAGR during the forecast period 2017-2023. The growth in Asia-Pacific is attributable to large population size, rising incidence of dental caries, increasing awareness about dental hygiene, and rising level of disposable income in Asia Pacific countries.

Oral Care/Oral Hygiene Competitive Landscape

Due to the increase in competition among market players in the oral care/oral hygiene market, the companies are focusing on development of new products globally to increase its product portfolio.

In February 2016, Colgate-Palmolive (India) Limited, created a completely new segment namely "express tooth pain relief" with the launch of its innovative new product "Pain Out", which aims to reduce the pain caused in tooth due to several problems.

The major players operating in the global oral care/oral hygiene market are Colgate-Palmolive Company, Procter & Gamble Company, GlaxoSmithKline PLC, Johnson & Johnson Services Inc., Koninklijke Philips N.V., Kao Corporation, Sunstar Suisse S.A., Dr. Fresh, LLC, Lion Corporation and Church & Dwight Co. Inc.


By Product

  • Toothpastes
    • Pastes
    • Gels
    • Powders
    • Polishes
  • Toothbrushes and accessories
    • Toothbrushes
      • Manual Toothbrushes
      • Electric Toothbrushes (rechargeable)
      • Battery-powered Toothbrushes (non-rechargeable)
    • Replacement toothbrush heads
  • Mouthwashes/rinses
    • Non-medicated
    • Medicated
  • Dental accessories/ancillaries
    • Dental flosses
    • Breath fresheners
    • Tongue scrapers
    • Cosmetic dental whitening products
    • Dental water jets
    • Others
  • Denture products
    • Fixatives
    • Cleaners
    • Other denture products
  • Dental prosthesis cleaning solutions

By Distribution Channel

  • Consumer stores
  • Retail pharmacies
  • Online distribution
  • Dental dispensaries

By Region

  • North America
    • U.S.
    • Canada
  • Europe
    • U.K.
    • Germany
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • Rest of Asia-Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle-East and Africa
    • South Africa
    • Rest of Middle East and Africa

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