1 Oral Hygiene Market Scope
The global oral hygiene market is anticipated to experience a robust growth trajectory in the coming years, with a compound annual growth rate (CAGR) of 4.94% during the forecast period of 2024-2023. Defined as the practice of maintaining a clean and disease-free mouth, the oral hygiene market encompasses a range of products including toothbrushes, floss, interdental brushes, toothpicks, toothpaste, mouthwash, and oral irrigators. The oral hygiene market size is projected to reach a revised total value of USD 45,015.5 million by 2033, up from USD 39,478.0 million in 2024. This growth is set to be driven by the continuous upgrading of products, expansion of downstream industries, and advancements in technology and economy.
Figure Global Oral Hygiene Market Size and CAGR 2024-2033
2 Drivers and Restraints in the Oral Hygiene Market
The market growth for oral hygiene products is influenced by several factors. One of the primary drivers is the increasing awareness of oral health and its correlation with overall well-being. As consumers become more health-conscious, the demand for oral hygiene products is on the rise. Additionally, the diversification of product offerings to cater to specific needs, such as whitening and gum care, is driving market expansion. However, the market faces challenges such as the fluctuation in raw material prices and the impact of economic downturns on consumer spending power. Furthermore, the market is highly competitive, with established players holding significant market shares, which can limit the growth opportunities for new entrants.
3 Technological Innovations and M&A Activities in the Oral Hygiene Market
Technological innovations have been a key driver in the oral hygiene market. Advancements in toothpaste formulas, electric toothbrush technology, and the development of smart oral care devices are some of the innovations shaping the industry. For instance, microcapsule toothpaste technology and stannous fluoride toothpaste technology are enhancing product efficacy. Electric toothbrushes with high-frequency vibrations are improving plaque removal. Moreover, the market has seen significant mergers and acquisitions, such as Colgate’s acquisition of Hello Products LLC and Unilever’s acquisition of Fluocaril and Parogencyl from Procter & Gamble, which are strengthening the positions of leading players and consolidating the market.
4 Global Oral Hygiene Market by Type
The global oral hygiene market is an expansive sector with a multitude of product types, each contributing significantly to the overall market value. Projected to reach a substantial size by 2024, the market is forecasted to demonstrate a nuanced landscape with various product types catering to different consumer needs.
Toothbrushes leading the market, toothbrushes are anticipated to generate a revenue of USD 11,276.6 million in 2024. This product type’s dominance is attributed to its essential role in daily oral care routines. The consistent growth from 2022’s USD 10,201.4 million reflects the product’s fundamental nature and the universal need for oral hygiene.
Following toothbrushes, mouthwash is projected to contribute a significant portion of the market with a 2024 revenue of USD 3,598.3 million. This figure underscores mouthwash’s role as a complementary product to brushing, offering additional oral health benefits and fresh breath.
Floss is expected to reach a market size of USD 1,015.2 million in 2024. It is recognized for its role in interdental cleaning, helping to remove plaque and food particles from between teeth where a toothbrush may not reach. With a projected revenue of USD 303.1 million, interdental brushes are gaining traction as an alternative to floss. These brushes are designed to clean between teeth and below the gum line, providing a more targeted approach to plaque removal.
Toothpaste is another critical product in the oral hygiene market, with a forecasted revenue of USD 20,574.7 million for 2024. Toothpaste is not only for cleaning but also often includes fluoride for cavity prevention, whitening agents, and other benefits, making it a staple in oral care.
Projected to have a market size of USD 929.4 million in 2024, toothpicks are simple tools used to remove food debris and plaque from the teeth and gums. Their market presence is a testament to the need for straightforward oral care solutions.
Oral irrigators are expected to reach a market size of USD 708.4 million in 2024. These devices use a stream of pulsating water to remove dental plaque and food debris between teeth and below the gum line, offering a more thorough cleaning than brushing and floss alone.
Table Global Oral Hygiene Market Size and Share by Type in 2024
Type | Market Size (M USD) | Market Share (%) |
|---|---|---|
Oral irrigator | 708.4 | 1.79 |
Mouthwash | 3598.3 | 9.11 |
Toothbrushes | 11276.6 | 28.56 |
Floss | 1015.2 | 2.57 |
Interdental brushes | 303.1 | 0.77 |
Toothpick | 929.4 | 2.35 |
Toothpaste | 20574.7 | 52.12 |
5 Global Oral Hygiene Market by Application
The oral hygiene market can be segmented into various applications, each with distinct market sizes and growth potentials. In 2024, Pharmacy/Drug Stores projected to generate a revenue of USD 7500.8 million, reflecting the trust consumers place in professional recommendations and the convenience of purchasing oral care products at pharmacies.
Hypermarket/Supermarket expected to reach USD 9916.9 million, indicating a strong preference for one-stop shopping destinations that offer a wide range of oral hygiene products.
Online Sales projected to see a significant rise to USD 16513.6 million, driven by the growing trend of e-commerce and the convenience it offers to consumers.
The market share of online sales is particularly noteworthy, with a substantial increase from previous years, highlighting the impact of digital transformation on consumer purchasing behavior. The growth in online sales is a testament to the adaptability of the oral hygiene market to leverage digital platforms for broader reach and consumer engagement.
Table Global Oral Hygiene Market Size and Share by Application in 2024
Application | Market Size (M USD) | Market Share (%) |
|---|---|---|
Pharmacy/Drug Stores | 7500.8 | 19.00 |
Hypermarket/Supermarket | 9916.9 | 25.12 |
Online Sales | 16513.6 | 41.83 |
6 Global Oral Hygiene Market by Region
The global oral hygiene market is a vibrant sector that is expanding across various regions, each with its unique trajectory of growth and significance. The region projected to dominate the oral hygiene market in 2024 by revenue is Asia. With a forecasted market size of USD 14502.9 million, Asia is set to lead, driven by the growing middle class, increasing disposable incomes, and a heightened focus on personal care. China, Japan, and South Korea are key contributors to this growth, with China alone accounting for a substantial portion of the market’s revenue.
In terms of growth rate, the fastest-growing region in 2024 is expected to be Oceania. Although starting from a smaller base, the market in Oceania is forecasted to grow significantly, reaching USD 608.5 million. This growth is attributed to the strong emphasis on oral hygiene in countries like Australia and New Zealand, where oral health is integrated into the broader health consciousness of the population.
North America, with a projected market size of USD 11386.5 million, follows Asia as the second-largest market. The region benefits from a mature oral care culture and a strong presence of established brands. Europe, with a market size of USD 9191.8 million, is another significant player, influenced by economic stability and an increasing awareness of oral health.
Figure Global Oral Hygiene Market Size (M USD) by Region in 2024
7 Global Oral Hygiene Market: Top Five Companies Analysis
7.1 Colgate
Company Introduction and Business Overview:
Colgate, established in 1806, is a global consumer products company focused on oral care, personal care, home care, and pet nutrition. With a presence in over 200 countries, Colgate is renowned for its commitment to improving oral health through its diverse product range.
Products Offered:
Colgate offers a comprehensive portfolio of oral hygiene products. Their flagship product, Colgate Total, is a comprehensive toothpaste that offers 12-hour protection against plaque and cavities. The company also manufactures manual and electric toothbrushes, such as the Colgate ProClinical line, which is designed for professional cleaning performance. Additionally, Colgate provides interdental products like Colgate Wisp, floss, and mouthwash, contributing to a holistic oral care regimen.
7.2 Procter & Gamble (P&G)
Company Introduction and Business Overview:
P&G, founded in 1837, is a multinational conglomerate that delivers a wide range of consumer packaged goods. Its oral care segment includes some of the most recognized brands in dental hygiene.
Products Offered:
P&G’s oral care products include Crest and Oral-B, offering products like Crest 3D White, a toothpaste that promises whiter teeth in just 3 days, and Oral-B iO series of smart electric toothbrushes that provide real-time feedback for improved brushing habits. P&G also offers dental floss, mouthwash, and dental health products like toothpaste for sensitive teeth.
7.3 Unilever
Company Introduction and Business Overview:
Unilever, founded in 1929, is a British-Dutch multinational company with a global presence in over 190 countries. Its product portfolio includes personal care, home care, and food products, with a strong emphasis on sustainable living.
Products Offered:
In oral care, Unilever is known for brands like Crest and Signal. Crest offers a range of toothpaste with Chinese herbal ingredients, targeting specific oral health needs, while Signal provides a variety of toothpaste and mouthwash products aimed at cavity prevention and fresh breath.
7.4 Philips
Company Introduction and Business Overview:
Philips, a Dutch company founded in 1891, is a leading health technology company focused on improving people’s health and well-being. Its oral care division offers innovative solutions for dental hygiene.
Products Offered:
Philips’ oral care products include the Sonicare line of electric toothbrushes, which uses sonic technology to drive bristles at high speeds for effective plaque removal. The company also offers airfloss and interdental products, as well as digital oral care solutions like the Philips Sonicare ExpertClean app for personalized brushing advice.
7.5 YUNNANBAIYAO
Company Introduction and Business Overview:
Yunnan Baiyao, established in 1971, is a Chinese company that manufactures and markets medical products, including oral care items. It has a significant presence in Asia, the USA, and Europe.
Products Offered:
Yunnan Baiyao’s oral care products include their famous toothpaste, which is known for its unique formula that combines traditional Chinese medicine with modern dental hygiene needs. The company also offers mouthwash, dental floss, and other oral care products that are recognized for their effectiveness and quality.