Toothpaste Market Size, Share & Industry Analysis, By Type (Teeth Whitening, Herbal, Sensitive Teeth, and Others), By End-User (Adults and Children), and By Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Pharmaceutical & Drug Stores, and Online), and Regional Forecast, 2024-2032

The global toothpaste market size stood at USD 18.70 billion in 2023 and is projected to grow from USD 19.37 billion in 2024 to USD 29.06 billion by 2032, exhibiting a CAGR of 5.20% during the forecast period. Asia Pacific dominated the toothpaste market with a market share of 36.52% in 2023. Moreover, the toothpaste market size in the U.S. is projected to grow significantly, reaching an estimated value of USD 5.37 billion by 2032, driven by the rising concern related to oral disorders is significantly propelling the product demand.

The demand for high-quality oral health products is increasing rapidly as people are becoming increasingly aware of the importance of maintaining good dental health. Toothpaste safeguards the teeth and gum areas from germs & bacteria, preventing the development of cavities and enhancing the overall teeth health. The increasing prevalence of oral cancer, periodontal diseases, and other mouth-related conditions will fuel the product’s demand. As per the World Health Organization (WHO)’s global oral health status report in 2022, nearly 3.5 billion people (3 out of 4) suffer from oral diseases globally.

Nevertheless, the toothpaste market experienced disruptions in the supply chain due to factory closures, transportation delays, and logistical challenges caused by the pandemic. Manufacturers faced difficulties in sourcing raw materials, packaging components, and distribution channels, which impacted production volumes and availability of toothpaste products. However, the pandemic also heightened interest in health and wellness trends, including natural and sustainable products. Consumers sought toothpaste formulations with natural ingredients, fluoride-free options, and eco-friendly packaging, reflecting a growing preference for products that align with their health and environmental values. For instance, in 2021, the U.K.’s NHS invested nearly USD 68.74 million to help the country’s dental care products industry reach its pre-pandemic level.

Toothpaste Market Trends

Shift toward Vegan and Anti-Cavity Pastes to Surge Product Demand

Consumers are increasing their preference for herbal, medicated, and cruelty-free pastes to enhance their oral hygiene and contribute to animal welfare. Oral hygiene brands, such as Hello, Dr. Brite, Schmidt’s, Marvis, and others are focusing on producing products specifically targeting the growing vegetarian and vegan populations. For instance, in 2020, Arata started offering a vegan tooth paste product, which is a combination of peppermint, chamomile, and extracts of cinnamon, ensuring fresh, strong, and healthy teeth and gums. In addition, brands are focusing on manufacturing teeth care solutions that prevent cavities and tartar, thereby boosting their sales. For example, in March 2023, Colgate-Palmolive Company developed smart foaming technology-based Colgate Total Plaque Pro Release mouth cleaning product in the U.S. The product is highly efficient in cleansing bacteria’s from the hard-to-reach mouth surfaces and help in treating oral cavity issues. Besides, the increasing popularity of smoker dental pastes among the smoking population to help them quit their smoking habit will favor the market growth.

Toothpaste Market Growth Factors

Dental Issues in Children and Elderly to Aid Market Growth

The rising number of children experiencing dental issues and parents increasing their spending on their child’s dental caries are accelerating the product demand globally. According to data published by the American Dental Association (ADA), in 2021, the total dental expenditure by Americans reached USD 162 billion, 11% up over the previous year. Furthermore, an increasing number of older adults preferring sensitive and herbal dental health pastes to treat their gum redness and tooth decaying problems is driving the global market growth. According to data published by the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), the number of people aged 65 years and above in Thailand reached 9.9 million, which was 13.8% of the total population in 2020.

Increasing Investments in Marketing and Advertising Campaigns to Fuel Market Growth

Marketing and advertising campaigns help increase brand awareness among consumers. Therefore, by promoting toothpaste brands through various channels, such as television, radio, print media, social media, and online platforms, companies can reach a wider audience and ensure that their products are considered by consumers when making purchasing decisions. Hence, the progressive investments made in marketing and advertising activities by leading brands, such as Colgate, Oral-B, and others in the market will likely drive the product demand globally. For instance, Colgate & Palmolive Co.’s investments in advertisements increased from USD 489 million in 2021 to USD 504 million in 2022. Additionally, companies’ preference for launching advertising campaigns to build their brand is expected to support the product’s consumption rate. For instance, in May 2023, Dabur Ltd., an India-based global consumer goods company, launched an ad film featuring the Dabur Herb’l Charcoal Toothpaste campaign on social media sites in India.

RESTRAINING FACTORS

High Cost of Chemicals Used in Product to Hamper Market Growth

In a competitive market environment, toothpaste manufacturers may face pressure to keep prices competitive with rival brands. However, the high cost of chemicals used in production can constrain manufacturers' ability to offer competitive pricing, potentially putting them at a disadvantage compared to lower-cost alternatives. This may limit market share and growth opportunities for manufacturers facing pricing constraints. Moreover, oral health pastes available in the market comprise various chemicals, such as calcium carbonate, sodium bicarbonate, tricalcium phosphate, and many others. The increasing prices of these chemicals are pushing manufacturers to sell products at higher prices, negatively impacting the product demand. In addition, higher R&D costs associated with producing innovative formulations for oral care products may limit the profitability of key market players.

Toothpaste Market Segmentation Analysis

By Type Analysis

Teeth Whitening Segment to Hold Major Market Share due to Significant Product Usage among Youngsters 

The market analysis has been done on various types of toothpastes, such as teeth whitening, herbal, sensitive teeth, and others (children, smokers). The teeth whitening segment is anticipated to dominate the market owing to the widespread perception that whitened teeth augment a person’s self-confidence by enhancing the facial appearance and eliminating teeth stains.

The herbal, sensitive teeth, and other segments are expanding their market presence as consumers are seeking more customized dental care options.

By End-User Analysis 

Adult Consumers Demand for Pastes to Treat Gum Cares Result Adult Segment Dominate Market 

Based on end-user, the market is segmented into adults and children. The adult segment is projected to hold a major toothpaste market share as adults consume a larger amount of food products that are harmful for their teeth. Toxic products, such as cigarettes and alcohol are known to impact oral health, thereby boosting the product demand among adults.

The children segment is also projected to contribute considerably to the growth of this market owing to the high incidence of dental problems among children. Moreover, many children are prone to tooth decay compared to adults due to weak teeth formation.

By Distribution Channel Analysis

Availability of Branded Products Result Supermarket/Hypermarket Segment to Hold Major Market Share

Based on distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, pharmaceutical & drug stores, and online stores.

The supermarket/hypermarket segment is estimated to lead the market due to the easy availability of many brands at one place and at lower costs. This makes purchasing them more convenient for most consumers as they can buy the product even while shopping for other household goods.

The convenience store, pharmaceuticals & drugs store, and online segments are also showing a robust growth trajectory as they are more suitable to certain consumers owing to their proximity to homes and ability to offer doorstep delivery of various products.

REGIONAL INSIGHTS

Asia Pacific held a major global market share in 2023. Asia Pacific market was valued at USD 6.83 billion in 2023. This market’s growth is mainly driven by the rising adoption of online platforms to shop for consumer goods among Chinese, Indian, and Southeast Asian consumers, thereby supporting the region's product consumption. According to the data published by State Council Information Office, The People’s Republic of China, online retail sales of consumer products in china reached USD 1,921.39 billion in 2022, 4% up over the previous year. In addition, increasing preference for pastes designed for functional care among Chinese millennials, such as anti-sensitivity, whitening, gum protection, and anti-cavity is accelerating the product’s revenues across the nation. Besides, increasing consumer preference for plant-based personal hygiene products will support the market’s development in the future

High coffee consumption in the Europe is likely to have a positive influence on the product’s usage. This is because ingredients, such as sugar, quinic acid, dicaffeoylquinic acid, and others present in coffee have a high potential to cause oral health problems. According to data published by the CBI Ministry of Foreign Affairs in 2021, coffee consumption in Europe reached 3.25 million tons, up from 3.12 million tons in 2020. Additionally, most of the region’s population prioritizes a hygienic lifestyle, which has resulted in the soaring demand for teeth care solutions.

The increasing preference for premium dental care products among American consumers will drive the North American market. In 2022, Colgate Palmolive Co., a global oral care giant, reported a 3.5% increase in its sales of oral, personal, and home care products due to the significant demand for these products among the American consumers.

The South American market is mainly driven by companies’ continuous implementation of marketing campaigns in the region. For instance, in August 2022, Colgate Palmolive Co.’s Brazilian division partnered with Red Bull Brazil to promote its gum cleaning pastes with Red Bull Bragantino Football Club in Brazil. Growing awareness regarding the availability of oral care products is mainly driving the market’s growth in the Middle East & Africa region.

List of Key Companies in Toothpaste Market

Key Players to Focus on Developing Niche Product Offerings

The key players in this market are shifting toward producing niche, sensitive tooth cleansing pastes, which help repair and protect the oral health of people with sharp teeth. These people are prone to tooth cavities, decays, and other dental problems, thereby positively impacting the market growth. For instance, Sensodyne developed its Sensodyne Toothpaste for Sensitive Teeth and Cavity Protection. This product uses potassium nitrate to soothe the nerves by enforcing neural transmission in the tooth, resulting in insensitivity. It also possesses stannous fluoride to reinforce and protect the tooth structure.

LIST OF KEY COMPANIES PROFILED

• The Procter & Gamble Company (U.S.)


• Unilever PLC (U.K.)


• Colgate-Palmolive Co. (U.S.)


• GlaxoSmithKline PLC (U.K.)


• Lion Corporation (Japan)


• Church & Dwight Co., Inc. (U.S.)


• Tom's of Maine (U.S.)


• D.R. Harris & Co Ltd (U.K.)


• Amway International Inc. (U.S.)


• Avon Products, Inc. (U.K.)

KEY INDUSTRY DEVELOPMENTS

• February 2022 – Colgate Palmolive Co. launched recyclable toothpaste tubes made of High-Density Polyethylene (HDPE) packaging in the U.S. market.


• January 2022 - GlaxoSmithKline PLC.’s health products business acquired oral care brands, such as Centrum vitamins and Sensodyne tooth cleansing paste to expand its business in the U.S., China, and India.


• November 2021 – Over-the-Counter (OTC) products company Church & Dwight Co. Inc. invested USD 580 million to acquire the TheraBreath brand of Arm & Hammer’s toothpaste products.


• August 2020 – Avon launched its new Black Bee Toothpaste. This product's ingredients include royal jelly and Australian propolis extract, recognized for their nourishing and soothing properties.


• January 2020 - Colgate Palmolive Co. acquired oral care brand Hello Products LLC. to strengthen its portfolio offerings in the U.S.

REPORT COVERAGE

The market research report provides a detailed market toothpaste analysis and focuses on key aspects, such as leading companies, end-users, and key product types. Besides this, the report offers insights into the current market trends and highlights key industry developments. In addition to the aforementioned factors, the report outlines several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation