Oral Care Market - Global Industry Analysis and Forecast (2025-2032) by Product, Application, Distribution Channel and Region

Global Oral Care Market Overview

Oral health involves the care and maintenance of your teeth and gums. Regular dental hygiene, such as brushing, flossing, and using mouthwash, is crucial to avoid dental problems like cavities and gum disease. Neglecting your oral health can lead to a range of issues, including tooth decay, gingivitis, and other infections. According to WHO (World Health Organization) in 2022 oral diseases affected close to 3.5 billion people worldwide, oral cancer which includes cancer of lips and other parts of mouth is considered the 13^th most common cancer worldwide. The global cases of cancers of the lip and oral cavity were 377,713 new cases and 177,757 deaths in 2020. The increased prevalence of diseases is increasing demand for oral care products, eventually boosting the oral care market.

The increased number of dentists in the country increases the demand for oral care products.  For Example, The United Arab Emirates in 2021 had 7,963 active dentists per 10,000 population, In 2020, according to the American Dental Association (ADA), there were 201,117 dentists actively practicing in the United States. The United States spent around 380 billion on oral care in 2019. Increased spending on oral care and the increasing number of dentists help the oral care market grow. North America is the largest consumer of oral care products with the presence of leading companies such as Procter & Gamble and Colgate-Palmolive Company, Colgate-Palmolive Company's annual revenue for 2023 was $19.457 Billion, an 8.29% increase from 2022.

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Global Oral Care Market Trend

• In October 2023, BURST Oral Care launched the Pro Sonic Toothbrush and Curve Sonic Toothbrush, developed in collaboration with over 35,000 dental professionals in their Ambassador network. These brushes offer high performance at affordable prices to cater to consumer needs

• In November 2023, Prevest Denpro Limited introduced its new Oradox line of oral care products addressing different aspects of oral health, including cavity protection, gum health, enamel strengthening, and fresh breath

Global Oral Care Market Dynamics-

Increased disease prevalence and increased spending drive oral care market growth.

Tooth decay and periodontal diseases are the most prevalent chronic health conditions worldwide, posing a significant global public health challenge. These oral health issues affect a large portion of the global population, making them a major concern for healthcare systems and policymakers around the world. Severe periodontal diseases are estimated to affect around 19% of the global adult population, representing more than 1 billion cases worldwide. Increased consumption of sugar-added foods, tobacco, and alcohol destroys the tooth over time causing tooth decay.

Such increasing diseases cause increased demand for oral care products, eventually driving the oral care market. Several genetic factors affect oral conditions, for example, orofacial clefts, are common birth defects that have a global prevalence of between 1 in 1000–1500 births. Such conditions require huge spending on oral care. increased spending on oral care by developing countries has a positive impact on the oral care market,  India’s Total expenditure on dental healthcare was 64 million (US$) in 2019. India's oral healthcare system is severely underfunded, leading to high out-of-pocket costs for households.

Technological advancements and government spending help the oral care market grow.

Technological advancement has a huge impact on the oral care market, Smart toothbrushes are the future of home dental care. By using sensors and connectivity, these devices help users to better monitor and improve oral hygiene, making it easier to prevent common issues like plaque and cavities. Philip’s Sonicare smart toothbrush has sensors in its handle which provide real-time feedback via the app such innovations increase demand for products, driving oral care market growth. Digital X-rays have transformed the dental industry by providing instant, high-quality images that is easily analyzed on a computer screen. This technology not only reduces radiation exposure for patients but also enables dentists to closely examine specific areas of the mouth, allowing for more accurate diagnosis and targeted treatment.

Government initiatives such as the National Oral Health Programme (NOHP) by India provide integrated, comprehensive oral health care services across the country. Increased awareness about oral health and the promotion of preventive oral health practices helps the oral care market grow. Many companies are adopting sustainability initiatives to increase investors' confidence, for example, P&G developed Oral-B CLIC, a manual toothbrush that, has a detachable handle, and disposable head this helped reduce waste by 60%, and reusing of the brush by 80%  as an estimated that around 3.5 billion plastic manual toothbrushes are sold globally each year by the company this initiative help to move towards sustainability. Also, they have committed to achieving net zero greenhouse gas emissions across its supply chain and operations by 2040. Such initiatives decrease the regulatory burden and help boost investors' confidence which helps the oral care market grow.

Adverse effects due to overuse of products and product recalls slow down the oral care market growth.

Side effects or adverse effects due to oral care products slow down the oral care market, incidence, and increased incidence of recall of products create hesitation among users for new products in the market.  For example, HomeoCare Laboratories Inc. in year 2024 recalled homeopathic Stella Life oral care spray unflavored and advanced formula peppermint oral care due to microbial contamination. The recall is due to the products being found to contain higher than acceptable levels of TAMC (in the Peppermint Rinse) and Bacillus sp (in the Unflavored Spray). Overuse of teeth whitening products damages tooth enamel, leading to sensitivity, gum irritation, and uneven whitening, especially with artificial teeth or open cavities causing leaching of products to roots this has an impact on demand for such products and restrains the growth of the cosmetic dental whitening products segment in the oral care market.

Competitive Landscape-

The oral care market is fiercely competitive, with global leaders like Colgate, P&G, and Unilever competing on innovation, brand, and price to maintain market share. Emerging markets like India present significant growth opportunities but also challenges around affordability. Colgate-Palmolive Company is the largest toothpaste brand in the United States with a market size of $35.5 billion in 2022 its oral care segment is 42% of total net sales followed by 22%in pet nutrition products. Crest Brand toothpaste launched by Procter Gamble, it is the second most popular brand in the United States with annual revenue of $140 million in 2022.

Sensodyne is a brand launched by GlaxoSmithKline which had revenue of around $36.54 million in 2022. Colgate's strategy for 2023 is centered around several key initiatives such as accelerating science-led innovation, sustainability, and social impact and focusing on ESG, they returned 2.7b cash to shareholders through dividends and share repurchases, these strategies and increased stakeholder engagement helped them to lead the oral care market.

Global Oral Care Market Segment Analysis

Based on Products - The toothpaste segment held the largest share in the year 2024 in the Oral Care Market. As it is the most commonly used oral care product and is considered a necessity among people of all income groups. The market offers a diverse range of toothpaste options to cater to the varied preferences and needs of consumers. The largest toothpaste brand in the US is Colgate, with a revenue of $17.967 billion and around 139.37 million consumers, Colgate sells over 80 million units of toothpaste each year. The herbal, whitening, sensitive, and other toothpaste categories are growing in market share, due to customer demand for more specialized dental care options. Advanced toothpaste with optimal fluoride levels has been introduced to prevent caries, while new oral care products address various needs, including early periodontal disease prevention and tooth sensitivity reduction, these new products satisfy the needs of customers for more specialized products which boost the oral care market growth.

Global Oral Care Market Regional Insights-

North America held the largest market share in the oral care market in 2024. United States leads with a revenue of US$10,080 million in 2024. North America has high cases of dental problems like tooth decay, gum disease, oral cancer, etc. This drives the oral care market growth in the region. Government initiatives like the Canadian Dental Care Plan are also helping improve access to dental care. North America is home to several leading oral care companies like Colgate-Palmolive, Procter & Gamble, Johnson & Johnson, etc. Their investments in product development and marketing have helped in the oral care market growth. As North America Is not price price-sensitive market like India they adopt various technologies. The introduction of new technologies like electric toothbrushes, teeth whitening products, and dental spas have also contributed to the region's dominance in the oral care market.

Global Oral Care Market Scope

Global Oral Care Market Key Players -

1. Colgate Palmolive Co.
2. Unilever
3. Procter & Gamble Co
4. Henkel AG & Co. KG Aa
5. Johnson & Johnson
6. GlaxoSmithKline Plc
7. Lion Corporation
8. Church & Dwight Co
9. Reckitt Benckiser Group Plc
10. Patanjali Ayurved Limited
11. 3M
12. Supersmile