Oral Hygiene Market

Market Overview

The global oral hygiene market size was valued at USD 44.5 billion in 2021. It is expected to reach USD 63.77 billion by 2030, growing at a CAGR of 4.6% during the forecast period (2022–2030).

Globally, around 3.9 billion people are living with untreated tooth decay, which is subsequently increasing the demand for oral hygiene products. The market is majorly driven by the rising efforts by governments and dentists to raise awareness regarding oral hygiene, especially in the developing and underdeveloped regions, rapid technological advancements in dentistry, and the presence of leading players who are arduously working to develop innovative products and are engaging in several mergers and acquisition activities for the same. For instance, in June 2019, Sunstar Suisse S.A. collaborated with the FDI World Dental Federation to launch the ‘Sports & Dentistry’ guidelines. The firm aims to draw attention to the relationship between oral health and sports performance and encourages to make oral health a priority for professional and amateur athletes. In May 2016, it reported noteworthy business growth in the UAE, Qatar, and Kuwait. Similarly, the Oral Health Foundation, WHO, MouthHealthy, National Oral Health Programme, CDC, and Indian Dental Association are actively working to create awareness regarding oral health and hygiene.

Market Dynamics

Increasing Prevalence of Dental Disorders

Globally, the prevalence of dental ailments, such as dental caries, tooth decay, and periodontal diseases are increasing at a concerning rate. This can be attributed to rising alcohol consumption, smoking, and unhealthy eating habits. As per the WHO, the treatment of dental caries accounts for about 5 to 10% of the total healthcare expenditure in developed countries. As per the CDC, in 2015–2016, the prevalence of total caries was around 45.8%, and untreated caries was about 13.0% among the people aged between 2–19 years. In the U.S., about 91% of the adults aged 20 and above have dental caries once in their lifetime. According to the study published by the American College of Prosthodontists, in the U.S., above 120 million people are missing at least one tooth, out of which, around 36 million people do not have teeth. As per the FDI World Dental Federation, in developed countries, over 60% aged 6–19 are suffering from dental caries. Whereas, in developing countries, India, Mexico, and Brazil have a prevalence of about 80%.

Increasing Number of Private Dental Clinics and Dispensaries

The growing prevalence of tooth ailments is subsequently increasing in dental clinics and dispensaries. The U.S. is one of the well-established markets for oral care products on account of increasing healthcare expenditure, availability of skilled professionals, and rising awareness regarding oral health.  As per the American Dental Association, in the U.S., there were around 199,486 dentists in 2018, which was 183,212 in 2010. In Europe, there are around 70–80% of privately held dentist clinics and dispensaries. Whereas, in the U.S., around 60–70%  of the dentist clinics are privately owned, which is further increasing the competition among private practitioners.

Technological Developments in Toothbrushes

The rapid technological advancement in toothbrushes has given rise to the development of technically advanced and easy-to-use oral care products, such as electric toothbrushes, vibrating toothbrushes, and artificial intelligence-equipped toothbrushes. The growing demand for technologically advanced toothbrushes is grabbing the attention of emerging and leading players that are actively working to develop innovative products to sustain in the cut-throat competition. Artificial intelligence-equipped toothbrushes are witnessing huge demand from people with carpal tunnel, arthritis, and developmental disabilities. Recently, Oral B launched Oral-B Genius X electric toothbrush worth USD 220, which uses AI to help the consumers brush better. Moreover, electric toothbrushes are witnessing huge demand in developing countries, especially Brazil, Japan, and India.

Regional Analysis

Asia Pacific to Lead the Oral Hygiene Market

North America's market is grabbing the highest shares in the market. This can be attributed to the rising awareness regarding oral hygiene, surging prevalence of dental ailments, growing expenditure power, and increasing internet marketing.  As per the CDC, every 4^th American is living with untreated tooth decay. In the U.S., around 92% of adults aged 20 to 64 are suffering from dental caries. Similarly, as per the American Dental Association, sensitivity, dry mouth, and toothache are some of the most prevalent oral problems in the U.S., which is further increasing the demand for mouthwashes, rinses, and toothpaste across the country.

Europe is the fastest-growing market on account of the increasing prevalence of dental disorders, rising adoption of oral care products, increasing expenditure power, and technological advancements. As per the WHO, around 20% to 90% of the children aged 6 and above are suffering from tooth decay. Whereas, around  20% to 50%  geriatrics aged 65–74 are suffering from tooth decay. To attend to the situation, a number of organizations, such as the Association for Dental Education in Europe, the European Association of Dental Public Health, and the European Dental Group are actively working to raise awareness regarding oral health. Similarly, the market players are also engaging in a number of partnerships, collaboration, and acquisition activities to launch advanced and efficient products, which is safe to use. For instance, in May 2018, Philips launched the New Sonicare Protective Clean Electric Toothbrush Range in the U.K. The product aids in gentle cleaning with the help of unique sensors.

Asia Pacific is leading the market share and will continue the same during the forecast period. The region is housing a huge population suffering from dental disorders. The market is majorly driven by the increasing disposable income, rising awareness regarding oral healthcare, and growing presence of leading players. In addition, leading players, such as Dabur, Himalaya, and Patanjali, are organizing several campaigns to raise awareness regarding oral health and its effects on life. The campaigns are also highlighting the side effects of chemical-based products on human health, which is further increasing the demand for chemical-free products.

The Middle East and Africa are emerging in the market. South Africa is leading the regional market due to the rising prevalence of tooth decay among children. About 80% of the children under the age of 6 are suffering from tooth decay owing to poor eating habits. In the Middle East, the market is majorly driven by rapid urbanization, rising purchasing power, and surging promotions of naturally sourced products in the UAE, Saudi Arabia, and South Africa. The chemical-free oral hygiene products are gaining popularity in the region, which is further boosting the market growth.

Segmental Analysis

Toothpaste Segment to Grow at a Significant Rate

The toothpaste segment is expected to grow at a significant pace on account of the growing prevalence of dental problems due to poor eating habits, the rising popularity and demand of herbal toothpaste, and the increasing consciousness of oral health, which has led to the introduction of teeth-whitening fluoride, herbal, desensitizing anti-calculus, and anti-plaque toothpastes. The market players are arduously working to strengthen their market position and are heavily investing in R&D activities to develop innovative products. For instance, in 2018, Colgate-Palmolive launched Vedshakti in Thailand to expand its product portfolio and strengthen its position in the oral care market.

In the last few years, the growing awareness regarding the harmful effects of chemicals on teeth is subsequently increasing the adoption of herbal toothpaste, which include Aloe Vera, plant extract, myrrh, eucalyptus oil, and essential oils based toothpaste. Moreover, Patanjali Ayurved is planning to launch a new alternative under the Dant Kanti brand, including fresh active gel, aloe Vera, and red toothpaste. Similarly, Amway launched a herbal toothpaste containing neem, clove, and mint under the Glister brand.

Consumer Stores to Dominate the Oral Hygiene Market

The consumer stores segment is dominating the market as it offers a wide variety of oral health products at reasonable prices.  In 2019, Patanjali planned to establish around 5000 new stores across India, which is further boosting the market growth.

Recent Developments

• In February 2020: Xiaomi is planning to launch its electric toothbrush in India. The Mi Electric Toothbrush vibrates over 31,000 times per minute with a torque of over 230gf.cm. It facilitates multiple customizable brush modes and is equipped with a position detection technology for tracking and reporting
• In February 2019: Colgate announced the launch of Colgate Total ^SF toothpaste with additional benefits including –
  • Sensitivity Relief
  • Instant neutralization of odor
  • Enhanced enamel strength
  • New cooling flavors for lasting freshness
• In February 2019: Procter & Gamble Co. is set to roll out the Oral-B Genius X electric toothbrush