Oral Care Market

Market Overview

The global oral care market size was valued at USD 33.4 billion in 2021. It is projected to reach USD 56.91 billion by 2030, growing at a CAGR of 6.1% during the forecast period (2022-2030). Factors such as Growing Conscience about Dental Hygiene and Development of Cutting-Edge Products, significantly drives the oral care market demand by 2030.

The practice of maintaining a healthy, disease-free mouth is known as oral hygiene. It entails regular dental check-ups, including cleanings, exams, X-rays, tooth brushing, and flossing. The rising incidence of dental caries in adults and children is anticipated to drive market expansion. The World Health Organization (WHO) estimates that approximately 530 million children worldwide have tooth decay in their primary teeth. The demand for oral care products is rising due to major companies like Colgate-Palmolive Company and Procter and Gamble implementing numerous campaigns to raise awareness about oral hygiene for adults and children.

Market Dynamics

Oral Care Market Drivers

Growing Conscience about Dental Hygiene

There has been a marked rise in dental hygiene awareness in recent years. Several significant players are launching numerous campaigns and implementing numerous activities to raise awareness. For instance, Johnson & Johnson launched awareness campaigns for World Oral Health Day 2014 under the Listerine brand. In 2017, the American Dental Association (ADA) and ADA Foundation collaborated to establish the National Children's Dental Health Month (NCDHM) campaign. This program aims to bring together dental experts and other healthcare providers to raise awareness about preserving oral health among children, adults, and other healthcare professionals.

Additionally, Colgate-Palmolive (India) Ltd. partnered with Jeevika, a group dedicated to empowering women, in 2016 to advance oral health education and supply essential oral care products in rural Eastern India. The Bright Smiles and Bright Futures (BSBF) campaign, Colgate-Palmolive initiatives, is anticipated to increase awareness in underdeveloped regions worldwide. Such education campaigns have paved the way for enormous expansion prospects in underserved markets.

Oral Care Market Restraints

Limitations of Electric Toothbrush and Oral Irrigator

The cost of the oral irrigator is its most significant disadvantage. The irrigator head needs to be replaced every several months, which makes it more laborious than regular floss. In addition, the oral irrigator does not remove plaque like it is by flossing. In a similar vein, electric toothbrushes cost more than manual ones. These toothbrushes range in price from USD 15 to USD 100, depending on their level of technology. The high price of these powered toothbrushes is anticipated to limit consumer demand and constrain market expansion overall.

People who use electric toothbrushes are also responsible for the cost of replacing them. These elements impact their adoption in underdeveloped nations. Additionally, electric toothbrushes have harsher bristles than manual ones, so they are not recommended for persons with sensitive teeth.  As a result, electric toothbrushes are not advised for those with sensitive teeth.

Oral Care Market Opportunities

Development of Cutting-Edge Products

The industry has experienced substantial expansion as a result of the variety of cutting-edge oral care products that are readily available. For instance, in May 2018, Waterpik introduced the Whitening Water Flosser, a new tool that makes cleaning and keeping white teeth simple and effective. Similarly, the accessibility to maintaining oral hygiene has grown with the development of electric and battery-powered toothbrushes. Oral-B PRO 1000 Power Rechargeable Electric Toothbrush and Oral-B Deep Sweep 5000 SmartSeries with Bluetooth Electric Rechargeable Power Toothbrush are just two examples of the many powered toothbrushes that Procter & Gamble has introduced. Additionally, various denture cleaning products are now offered, aiding the market's expansion.

Additionally, the Fixodent Plus TrueFeel Denture Adhesive Cream from Procter & Gamble also gives dentures a stronghold and permits a correct fit in the mouth, making them appear like natural teeth. Some of the cutting-edge items generating new market growth potential are other denture solutions, like cleaning tablets and wipes. The oral care market has also significantly been transformed by a few additional recently developed oral care items, including fresh breath strips, dental chewing gums, and dental floss. Johnson & Johnson produced LISTERINE POCKETPAKS Oral Care Strips to keep fresh breath.

Regional Analysis

The global oral care market share is divided into four regions, namely North America, Europe, Asia-Pacific, and LAMEA. 

Asia-Pacific Dominates the Global Market

Asia-Pacific is the most significant global oral care market shareholder and is expected to grow at a CAGR of 6.40% during the forecast period. Due to its substantial population, the Asia-Pacific region will control the market over the forecast period. Further, the most significant revenue can also be ascribed to the local presence of substantial businesses in nations like India. As a result, countries with dense populations have an essential need for dental care products. All socioeconomic classes find toothpaste and toothbrushes to be necessities. On the other hand, Japan is home to the largest and most significant proportion of elderly people anywhere in the world. According to the U.S. Census Bureau, the prevalence of oral disorders is on the rise because Japan is home to almost 26.6% of the world's population who are 65 or older. These factors are expected to drive Oral Care Market growth over the forecast period.

Europe is anticipated to grow at a CAGR of 5.90% over the forecast period. The leading cause of hospital admissions for school-aged children in the U.K. is dental caries. This oral condition is considered to be a significant problem in eastern European countries. As a result, dental care products are in high demand in this nation. Furthermore, according to a study by the Oral Health Foundation, Europe is ranked second in the world for the proportion of individuals who see dentists for routine checkups. These elements are expected to fuel the European region's oral care market.

North America is expected to grow significantly over the forecast period. Due to the abundance of competent dental hygienists and the high level of consumer knowledge of newly developed oral care products in the region, North America represented a sizable portion of the global oral care industry. The American Dental Association states that dentists promote items with the ADA Seal of Acceptance since they are considered safe and effective. As a result, the oral irrigator industry is predicted to experience significant demand when the Waterpik Water Flosser received this seal in 2016. In addition, nearly 150,000 dental hygienists are registered in the United States, according to the American Dental Hygienists' Association (ADHA). Dental hygienists promote optimal oral hygiene by offering the right dental plan and cleanliness procedures. People choose newly created oral care items, such as electronic toothbrushes and other modern dental care products, in industrialized nations like the U.S. because of the high living expense.

Brazil and Mexico are Latin American nations that are covered by the study. The oral care industry is anticipated to rise faster during the projected period due to the untapped potential in these developing nations. According to U.N. estimates, the 20 million Brazilians who were 60 or older in 2010 are predicted to increase to 64 million in 2050. It is expected that the prevalence of oral disorders will rise with such a significant increase. The demand for oral care products in the region is anticipated to increase due to this. The Brazilian government is also taking steps to improve oral health knowledge among the nation's socially backward citizens.

Segmental Analysis

The global oral care market is segmented by type and application.

Based on type, the global market is bifurcated into toothbrush, toothpaste, mouthwash/rinse, denture products, and dental accessories.

The toothbrush segment is the highest contributor to the market and is expected to grow at a CAGR of 7.35% during the forecast period. Traditional items like manual toothbrushes have seen an upsurge in usage due to the advent of cutting-edge technologies like electric toothbrushes. However, new features, including quick and automatic bristle motions, have become popular due to their high acceptance rate. These toothbrushes are also offered in battery-powered, rechargeable, and non-rechargeable varieties. Action and speed are the two subcategories of electric toothbrushes. Under the action, categories are rotating-oscillating and vibrating, while under the speed category are standard, sonic, and ultrasonic. In addition, renowned businesses produce a large variety of powered and manual toothbrushes for adults and children.

All types of toothpaste, including paste, gels, polish, and powder, are included in the toothpaste section. It is the most widely used oral care item and is considered essential by people from all socioeconomic backgrounds. In order to accommodate the diverse tastes of consumers, a variety of toothpaste flavors are offered on the market. For instance, Colgate introduced Colgate Trolls Mild Bubble Fruit Toothpaste for kids. Additionally, there are many different kinds of whitening toothpaste on the market. Colgate-Palmolive dominates the global toothpaste market with a broad selection of whitening types.

The mouthwash category is anticipated to increase significantly over the forecast period. Medicated and nonmedicated mouthwashes are separated into different categories. These antiseptic products are intended to keep your breath fresh and promote oral hygiene. They eliminate bad breath, stop tooth decay, and leave a fresh flavor behind. Most of the time, as part of a regular oral hygiene practice, people use mouthwash to rinse their mouth after brushing their teeth. It is also employed as a treatment for curing dry mouth. Before and after any oral surgery, such as tooth extraction, dentists typically advise patients to use them to assist in maintaining oral hygiene and reduce the risk of infections. Due to their widespread availability in retail outlets, non-prescription or over-the-counter mouthwashes are frequently used by people.

Based on application, the global market is bifurcated into home and dentistry.

The home segment owns the highest market share and is expected to grow at a CAGR of 4.40% during the forecast period. Most patients with a higher-than-average level of dental hygiene knowledge choose oral irrigators for home use. Home-use oral irrigators, often known as water floss, are becoming more popular due to growing awareness of the bleeding gums produced by string floss and the difficulty in maintaining dental health. Water floss is more convenient for users who want to maintain oral hygiene with minimal effort because it requires less preparation time and is easier to use than traditional flossing.

Oral irrigators have been used in dental offices for a very long time to help remove plaque and tartar between teeth. Dental irrigators are traditionally sold in this market segment, which continues to have a slow but consistent rise in innovation. Most professional oral irrigators offer a cost-effective alternative to floss tips and come with various water pressure adjustment capabilities. These goods are built with highly durable components and are intended for long-term usage, extending their useful lives. Oral irrigators for dental clinics are anticipated to expand steadily shortly as they are primarily dependent on the expansion of dental clinics and typically have a longer product life cycle.

Recent Developments

• September 2022- The Science Based Targets program accepted Colgate-Palmolive Company's Net Zero emissions reduction goals, according to the company's announcement (SBTi). SBTi, a collaboration between CDP, the World Resources Institute (WRI), the United Nations Global Compact (UNGC), and the WorldWide Fund for Nature, has not approved any other significant international company operating in the Consumer Durables, Household, and Personal Products sector (WWF). For more than 20 years, Colgate has worked to address climate change and make emissions data available.
• August 2022- Ultradent Products, Inc, launched Jiffy™ One Single-Use Polishers.