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Pet Oral Care Products Market

Pet Oral Care Products Market: Information by Product Type (Mouthwash/Rinse, Toothpaste, Toothbrush), Distribution Channel (Supermarkets/Hypermarkets), and Region – Forecast till 2031

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Market Overview

The global pet oral care products market size was worth 1.79 billion in 2022. It is estimated to reach n expected value of USD 3.27 billion by 2031, witnessing a CAGR of 6.9% during the forecast period (2023-2031).

The wide adoption of technologically advanced and innovative oral care products is anticipated to majorly contribute to the growth of the pet oral care products market. Also, the influential role of distribution channels and an increase in pet hospitals and clinics drive the market. The increasing demand for technological advancements and innovative and new diagnostic equipment are major factors driving the demand for pet oral care products in the region. A rapidly increasing consumption trend for oral care products, such as dental chews, among pet owners in the region slowly reflects the consumers' preference for pet food. With rising disposable income in gen-Z and baby-boomer households, the market for oral care products is anticipated to grow during the forecast period.

Market Snapshot

market snapshot
Base Year
: 2022
Study Period
: 2021-2031
: 6.9 %
Fastest Growing Market
: Europe 
Largest Market
: North America
Market Size
: USD 3.27 billion by 2031
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Market Dynamics

Global Pet Oral Care Products Market Drivers

High Prevalence of Dental Diseases in Pets and Increase in Animal Health Expenditure

An essential element fueling market expansion is the increased frequency of numerous oral disorders. The most prevalent clinical ailment in cats and dogs is periodontal disease, which can be avoided by brushing teeth. According to the American Veterinary Medical Association (AVMA), this illness may result in significant health issues, such as organ failure and tooth loss. By the time they are three years of age, around 70% of cats and 80% of dogs exhibit signs of periodontal disease. In addition, pets frequently experience tooth fractures, calculus, gingivitis, and gum disease. Furthermore, 10% of dogs, according to the WSAVA, have teeth that are cracked and have uncomfortable direct pulp exposure. However, pet owners are becoming more conscious of their animals' dental health as a component of their overall health. They are searching for practical product solutions from the pet sector to support them in maintaining their oral health.

According to the American Pet Products Association (APPA), total pet industry expenditures in the United States were USD 90.5 billion in 2018. This increased to 99 billion in 2020. In 2019, pet care and product sales in the country were recorded at USD 30.2 billion. As veterinary costs are high, pet owners focus on preventive dental care and use more pet oral care products.

Changing Landscape of the Retail Sector

Store-based retailing is the primary distribution channel of the pet care business, accounting for 87.4% of the distribution of the total pet care retail business in major countries, especially the United States and European countries, and owing to technological advancements and rising pet adoption among consumers, online sale witnesses significant growth. Pet entrepreneurs increased due to the pet boom in emerging nations like India. For instance, the BarkNBond app aids in locating all pet-related necessities, such as veterinary offices and cafes that accept pets.

In the United States, e-commerce sales of pet care products increased by 53% between 2017 and 2018, compared to a 5% growth in overall pet care product sales across online and offline retail stores. Thus, online stores are also anticipated to aid pet care product retailers in the years to come. While observing the sales trend of pet oral care products in the US market, in 2017, the sales recorded at specialized stores, such as pet shops, pet supermarkets, pet veterinary clinics, and DIY/garden centers, were almost equal to pet oral care product sales incurred through mass merchants, such as groceries, hypermarkets, supermarkets, and discounters. Thus, the increasing prominence of the retail sector worldwide, coupled with the consumers' buying choices and preference for retail outlets, is expected to fuel the pet oral care products market during the forecast period.

Global Pet Oral Care Products Market Restraint

Lack of Knowledge of Pet Oral Care and Veterinary Dentistry

Lack of pet oral healthcare awareness represents a threat to pet health and loss of income for the oral care products market. In 2020, a survey conducted to assess the attitudes, opinions, and practices on dental home care revealed that most Swedish dog owners did not perform adequate prophylactic dental home care. In the Swedish study, two-thirds of dog owners stated that the fundamental reasons for tooth brushing were maintaining the dog's teeth and good general health (67% and 64%, respectively). However, studies found the regular brushing of a pet's teeth low.

Despite the high prevalence of periodontal disease, which is mainly preventable by tooth brushing, the disease is severely underdiagnosed and undertreated in many dogs. The Banfield Pet Hospital's survey of pet owners found that most pet owners were unaware that a pet's bad breath could indicate a more significant health problem. Over half (59%) of the pet owners surveyed did not know that dental disease was the most common disease in cats and dogs. Pet owners often tend not to pay enough attention to their pets' oral health when it comes to veterinary dentistry. According to the American Animal Hospital Association data in 2016, oral health accounted for 4% of the average practice's total income. Since poor dental health can lead to pain, halitosis, inflammation, and infection, the value of preventative dental care is much more significant than the income practices earn from it. Thus, several pet owners are unaware of the importance of pets' dental health, which could hinder the market's growth.

Global Pet Oral Care Products Market Opportunities

Rising Pet Humanization

In recent years, the mainstream media has paid a lot of attention to the humanization of pets. A study by the American Pet Products Association (APPA) under the National Pet Owners Survey (2018-19) revealed that more than 76.8 million households in the United States had one or more pets, with dogs in 39% of homes. China is also a significant market, with 73.5 million pet owners, as of 2016. Around 33.9 million pet owners had dogs, while 22.6 million had cats. Europe also holds similar figures in terms of the pet population. 

As pets are increasingly viewed as family members, owners become willing to pay for premium products, leading to higher spending on oral care products. The market study also revealed that the sales of pet oral care products outpaced the overall sales of pet food by 29.6% over 2012-17. There is a rising global trend of owning small pets, notably cats and small dogs. This pet culture grows fast among wealthy city dwellers, where cats and dogs are increasingly adopted to provide a good lifestyle. The consumer trend of pet adoption drives pet food premiumization, which is anticipated to generate growth in the pet oral care products market during the forecast period.

Segmental Analysis

The global pet oral care products market is bifurcated by product type, animal type, distribution channel, and region.

By Product Type, the global market is bifurcated into mouthwash/rinse, toothpaste, toothbrush, dental chew, veterinary products, and other product types. The mouthwash/rinse segment dominated the market and is anticipated to register a CAGR of 6.7% during the forecast period. Because it offers a long-lasting clean sensation that freshens the breath and provides further freshening from bad odors created by excess bacteria in their pets, pet owners consider mouthwash to be an essential dental care product for their animals. Due to the factor of pet humanization, companies have been targeting pet owners to make them buy various pet oral care products, such as mouthwash/rinse, by launching new product innovations and training the retailers with in-depth knowledge about their products and the benefits of dental care, which help the retailers in increasing the sales. With more owners aware of the need for good canine dental health and rising pet dental problems, it is anticipated to drive further segment growth during the forecast period.

By Animal Type, the global market is segmented into dogs and cats. The dog segment dominated the market and is anticipated to register a CAGR of 6.8% during the forecast period. The considerable pet dog population globally and the rising health concerns by pet owners have been driving the studied market's growth during the past few years. According to the report given by Pet Secure Insurance, the global pet dog population reached approximately 232 million in 2018, and it is anticipated to grow furthermore in the future. Hence, the increasing pet dog ownership and rising awareness regarding the importance of dog oral care are anticipated to grow in the market studied in the future.

By Distribution Channel, the global market is bifurcated into supermarkets/hypermarkets, specialized pet shops, veterinary channels, online channels, and other distribution channels. The specialized pet shops segment dominated the market and is expected to grow at a CAGR of 7% during the forecast period. The specialized pet shops are differentiated in their ability to offer personalized services and access to communities of interest to their shopper bases. These factors appeal to consumers, and a closer look at past performance indicates that small regional chains and independent storefronts have driven the most growth among pet specialist stores. Thus, the rising pet humanization trend, coupled with the pet-specific product availability of these specialized pet shops, is impacting consumer purchasing behavior, thereby accelerating oral pet sales through specialized pet shops.

Regional Analysis

By Region, the global pet oral care products market is segmented into North America, South America, Europe, Africa, and Asia-Pacific.

North America dominated the market and is anticipated to register a CAGR of 7.1% during the forecast period. The United States stands first in the overall pet population across the world. According to the 2019-2020 American Pet Products Association (APPA) National Pet Owners Survey, 67% of United States households own a pet, which equates to 84.9 million homes. Of these, 63.4 million households own dogs as pet animals, and 42.7 million own cats as their pet animal, contributing about 74.6% and 50.2%, respectively, of the total pet-owning households in the country. Since there are so many pets in the country and pet owners are spending more money on their pets' health, more innovative products are being released by various businesses in the market. Also, the companies launched several awareness programs focusing on the importance of the pet's oral care. These are anticipated to drive the market studied in the US during the forecast period.

Europe is the second largest region. It is estimated to reach n expected value of USD 1050 million by 2031, witnessing a CAGR of 6.8%. Cats made up 14.7 million of the nation's pets in 2019, followed by dogs with 9.4 million, according to the European Pet Food Industry Federation (FEDIAF). Dogs and cats are among Germany's most common pet species, with 23% and 19% of German homes owning a cat or a dog, respectively. Most cat owners in the country experience dental issues because cats are the most common pet. Throughout their lives, about 90% of cats experience dental issues. Most of them mentioned gum disease, plaque and tartar buildup, bad breath, and abscesses, all of which can progress into infection and tooth loss. With the increase in the pet population, numerous private companies also introduced their dental care products nationwide. For instance, in 2016, Cat H2O, a company in Germany, launched its Dental additive product named Dental Care. The product slowly dissolves in the drinking water and release ingredients that will help protect against plaque and tartar buildup, healthier gums and preventing bad breath in pets. Hence, with an inclining pet population and growing interest in pet health, the demand for the market studied is anticipated to show steady growth in the country during the forecast period.

Asia-Pacific is the third largest region. The growing pet humanization and the increase in household disposable income are likely to impact the Chinese pet oral care products market positively. Thus, China's demand for pet oral care products is steadily rising. Consequently, consumers are keen on pet product authenticity and safety. This has fueled the growth of organic or natural products in the country. Natural pet oral care products, which include natural ingredients rather than chemicals, are considered safer than conventional pet oral care products.

Moreover, several international brands imposing strict quality control regulations have become increasingly popular in China. However, according to the Food and Drug Administration (FDA), the domestic production of pet products in China is not subject to any regulatory policies, following a series of concerns from pet owners globally, due to the illness associated post consuming the treats made in China from 201. Thus, this is also anticipated to hamper the trust in Chinese products, thereby relying highly on the international markets. Moreover, with the rising concerns over pet health and higher trust issues regarding Chinese pet products, it is estimated that there will be increased reliance on imports to meet the domestic demand for pet oral care products.

Pet Oral Care Products Market Regional Analysis
Regional Growth Insights Download Free Sample

Top Key Players of Pet Oral Care Products Market

  1. Ceva
  2. Hills Pet Nutrition Inc. (Colgate Palmolive)
  3. AllAccem Inc.
  4. Dechra Veterinary Products
  5. Nestle Purina Pet Food
  6. HealthyMouth LLC
  7. ImRex Inc.
  8. Mars Incorporated
  9. Petzlife Products Inc. (Manna Pro Products LLC)
  10. TropiClean Pet Products
  11. Vetoquinol SA
  12. Virbac

Report Scope

Report Metric Details
CAGR 6.9%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Product Type
    1. Mouthwash/Rinse
    2. Toothpaste
    3. Toothbrush
    4. Dental Chew
    5. Veterinary products
    6. Other Product Types
  2. By Animal Type
    1. Dogs
    2. Cats
  3. By Distribution Channel
    1. Supermarkets/Hypermarkets
    2. Online Channel
    3. Specialized Pet Shops
    4. Veterinary Channel
    5. Other Distribution Channels
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa

Recent Developments

  • July 2022 - Vetoquinol India Team Participated in the Modern Dairy Farm Management Program organized by Delaval India and Krishi Vigyan Kendra (KVK) Baramati, Maharashtra, from 05 to 9 February 2020. A total  20 Dairy Producers across India were the participant in this program. 
  • May 2022 - Vetoquinol India launched "rintose beta oral" for follow-up feed supplementation after rintose IV infusion for complete rehydration.

Pet Oral Care Products Market Segmentation

By Product Type

  • Mouthwash/Rinse
  • Toothpaste
  • Toothbrush
  • Dental Chew
  • Veterinary products
  • Other Product Types

By Animal Type

  • Dogs
  • Cats

By Distribution Channel

  • Supermarkets/Hypermarkets
  • Online Channel
  • Specialized Pet Shops
  • Veterinary Channel
  • Other Distribution Channels

By Region

  • North America
  • South America
  • Europe
  • Africa
  • Asia-Pacific
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