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According to our new research study on “Oral Care Market to 2028 – Global Analysis and Forecast – by Product, Distribution Channel, and Geography,” the market is projected to reach US$ 10,853.57 million by 2028 from US$ 8,144.40 million in 2020; it is expected to grow at a CAGR of 3.7% during 2020–2028. Oral health is a key indication of general health, happiness, and life quality. It includes dental caries, periodontal (gum) disease, tooth loss, oral cancer, HIV oral symptoms, and oro-dental trauma, among other diseases and ailments. Oral and dental diseases are becoming more common, and people are becoming more aware of the benefits of oral care products, which is driving the worldwide oral care market forward. However, negative effects associated with excessive mouthwash use, as well as pricing pressure experienced by major companies in the oral care sector, limits market expansion. Furthermore, the mounting preference for online purchase of oral care products are anticipated to contribute significant growth opportunities to the market players to gain and expand their customer base.

The Asia Pacific region is expected to show the highest growth rate during the forecast period Asia Pacific is expected to be the fastest-growing region due to extensively growing adoption of oral care products in the region. In addition, rising emphasis on the preventive oral care and strategic marketing policies are also anticipated to offer lucrative opportunity for market growth. Furthermore, launch of various oral care awareness programs by government authorities in the countries such as India, China, and Australia are also anticipated to generate a lucrative opportunity for the growth of the market by 2028

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North America held the largest share of oral care market and is expected to continue its position due to factors such as increasing emphasis preventive care, robust oral care, and aging population. In addition, growing preference for dental procedures are also expected to drive the market growth by 2028.

Rising Number of Oral Care Product Launches The demand for oral care products is increasing as people become more conscious of oral hygiene and the prevalence of oral diseases rises. As a result, manufacturers of these products are increasing their R&D spending and implementing innovative technologies in order to develop new products or enhance old ones. The largest oral care product manufacturers with broad product portfolios are Procter & Gamble, Colgate- Palmolive, and Unilever plc. Electric toothbrushes promote oral hygiene by eliminating plaque more effectively and enhancing gum health with their bristles. The toothbrushes with various abilities are available in the market, e.g., they can vibrate from side to side or exhibit rotating back-and-forth action. In 2017, Phillips Sonicare introduced Electric Teeth, a line of three mouthpiece brushes that clean teeth in 3–10 seconds: Amabrush, uFunbrush, and Unico. In February 2021, Hello launched new, sustainable, and natural oral and personal care products. Its Naturally Healthy Mouthwash Refill Pouch is formulated with aloe vera, coconut oil, mint, and xylitol. The company’s product range includes vegan and cruelty-free offerings that are free from synthetic fragrances, dyes, and parabens. These factors are bolstering the oral care market during the forecast period.

Oral Care Market: Segmental Overview

Based on product, the oral care market is segmented into toothpastes, denture products, toothbrushes and accessories, mouthwashes/rinses, dental accessories/ancillaries, dental prosthesis cleaning solutions, and other dental products. The market, by toothpastes, is further segmented into sensitive toothpaste, herbal toothpaste, whitening toothpaste, and children toothpaste. The market, by denture products, is sub-segmented into denture fixatives, denture cleaners, and others. Based on toothbrushes and accessories, the market is further segmented into manual toothbrushes, electric toothbrushes, battery powered toothbrushes, bamboo toothbrushes, disposable toothbrushes, and other toothbrushes. By mouthwashes/rinses, the oral care market is further bifurcated into non-medicated mouthwashes and medicated mouthwashes. The market, by dental accessories/ancillaries, is further segmented into cosmetic dental whitening products, dental flosses, breath fresheners, tongue scrapers, teeth whitening strips, and others. The toothpastes segment held the largest share of the market in 2020. Moreover, the toothbrushes and accessories segment is estimated to register the highest CAGR during the forecast period.

Based on distribution channel, the oral care market is segmented into supermarkets/hypermarkets and supermarkets, convenience stores, pharmacies and drug stores, online retail stores, and others. The supermarkets/hypermarkets segment held the largest share of the market in 2020. However, the online retail stores segment is estimated to register the highest CAGR in the market during the forecast period.

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Oral Care Market: Competitive Landscape and Key Developments

Koninklijke Philips N.V., Colgate-Palmolive Company, Procter & Gamble, GlaxoSmithKline plc., Unilever, Johnson and Johnson Services, Inc., Perrigo Company plc, Lion Corporation, Sunstar Suisse S.A., and Church & Dwight, Inc. are among the key companies operating in the Oral Care market. The major market players focus on the launch of new products, expansion and diversification of market presence, and acquisition of new customer base, thereby tapping prevailing business opportunities.

In February 2021, Hello launched new, sustainable, and natural oral and personal care products.

In December 2020, Colgate-Palmolive launched Vedshakti Oil Pulling in India. It is an Ayurveda-based oil pulling launched to expand its Naturals portfolio. The oil pulling method involves swishing oil in mouth for a few minutes after waking up.

In October 2019, Procter & Gamble has introduced the Oral-B Genius X electric toothbrush, which employs artificial intelligence to track brushing areas in the mouth. A smartphone app delivers personalized information on the areas that need to be brushed more frequently. The Genius X comes with a stylish travel case that can be used to charge the brush as well as the USB device.

Impact of COVID-19 Pandemic on Oral Care Market

While the ongoing COVID-19 pandemic won’t have much of an impact on the oral care market, the oral care market is not expected to be significantly impacted by the Covid-19 pandemic in 2020-2021. However, there could be possible disruptions in the distribution channel during the lockdown, and movement restrictions imposed globally to control the virus spread and flatten the curve. Social distancing protocols and quarantine measures have led to a shift in consumer purchasing patterns from in-store to online, which would be reflected in oral care/oral hygiene product sales. Major players in the market have continued their production activities during this period.

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