Toothpaste Market

Market Overview

The global toothpaste market size had a revenue holding of USD 19,718 million in 2021. It is expected to reach USD 27,750 million by 2030, growing at a CAGR of 3.87% during the forecast period (2022-2030).

Toothpaste is a paste or gel used with a toothbrush to make teeth dirt accessible and maintain oral hygiene. Hence, this comes under the priority list of the essential items required by every individual worldwide daily. Toothpaste is made from numerous components like fluoride, sodium lauryl sulfate, glycerol, sorbitol, calcium carbonate, sweeteners, and flavours. These components are considered the primary components required to maintain oral hygiene. In addition, several types of toothpaste are available on the market, such as anti-cavity, anti-gingivitis, desensitizing, tartar control, whitening, and natural or herbal toothpaste.

Due to the extensive endorsement and advertisements concerning the significance of using toothpaste and the inconveniences of not maintaining oral hygiene, the demand for toothpaste has achieved a foothold. On the other hand, the need for toothpaste is also increasing due to increasing dental issues regarding cavity and tooth decay among children. Furthermore, according to the World Health Organization, in March 2020, 350 million children were undergoing dental problems. The frequent occurrence of dental ailments amongst children is anticipated to drive the demand for products related to oral hygiene, such as toothpaste, mouthwash, and dental floss.

Market Dynamics

Global Toothpaste Market Drivers

Consumer Awareness About Oral Hygiene

The global population is becoming conscious regarding maintaining oral hygiene after learning the advantages of using toothpaste and brushing their teeth properly. Because using toothpaste and brushing the teeth can prevent the consumer from developing various oral diseases, including dental caries, halitosis, xerostomia, and plaque buildup on the teeth. Additionally, mouth cancer ranks the ninth-most severe cancer globally and is primarily brought on by unhygienic oral conditions. Dentists are assisting in raising awareness of the importance of maintaining good oral hygiene. As awareness concerning oral and dental hygiene is rising to maintain oral and overall health conditions worldwide, it leads to market growth.

Rapid Advancements in Oral Care Products

Modern oral care brands are making rapid advancements in their manufactured goods. For instance, Colgate Palmolive launched its new invention, toothpaste specially crafted for diabetes patients. This toothpaste also contains ayurvedic components like Jamun, Neem, and Amla, which are well-known as valuable solutions for oral care health issues among diabetes patients. Furthermore, innovations like natural toothpaste are also made of natural components and are free from harsh chemicals. Consumers readily switched from conventional to natural toothpaste in many areas, which can be attributed to toothpaste's excessive chemical availability. As a result, innovations are created in response to consumer demands and needs, increasing toothpaste consumption among consumers and propelling the expansion of the toothpaste market.

Global Toothpaste Market Restraints

Utilization of Harmful Components in the Manufacture of Toothpaste

The excessive use of harmful ingredients and chemicals, such as fluoride, triclosan, sodium lauryl sulfate, propylene glycol, artificial sweeteners, diethanolamine, and parabens, in conventional toothpaste is one of the main reasons why consumers are switching to and demanding natural toothcare products. These additives are harmful to oral health in the long run because many diseases are caused by excessive usage of these chemicals, for example. On the other hand, certain brands restrict themselves from using those harsh chemicals. Hence, consumers tend to shift to those natural brands as long-term usage of those harsh chemicals will result in certain diseases like osteoporosis.

Global Toothpaste Market Opportunities

Recyclable Toothpaste

Since a few years ago, using single-use plastic, toothpaste packaging has been produced worldwide. Plastic tubes used for toothpaste packaging end up in landfills and the ocean, harming the environment. Estimated billions of toothpaste tubes are thrown away annually globally. Additionally, toothpaste tubes are made of plastic and aluminum, which increases environmental waste and makes it nearly impossible to fully recycle them. And so, it is impossible to lower human ecological footprints.

As a result, some of the industry's major players have invested in creating recyclable toothpaste tubes. For instance, Colgate Palmolive, the company that owns the Colgate name, is about to launch a campaign to use and produce toothpaste tubes that are 100% recyclable by 2025. Furthermore, to introduce sustainable products and packaging to the market, many major players worldwide plan to switch to recyclable packaging. As a result, the market is anticipated to experience tremendous growth during the forecast period.

Regional Analysis

Region-wise, the global toothpaste market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.

The Asia-Pacific and Europe will lead the regional market

The Asia-Pacific region will likely hold the most significant market share and is estimated to grow at a CAGR of 4.94% by 2030. The primary factor behind this massive growth is its economy which is becoming increasingly digitalized, and rapid technological developments are taking place simultaneously. This region contains the largest population compared globally. This population prefers local toothpaste, such as herbal or natural. Moreover, they spend a lot on grooming leading to market growth. India and China are the region's chief contributors to this revenue.

The Asia-Pacific is an emerging market where nations like China and India have experienced rapid economic growth in recent years. Large populations in these nations contribute to the region's high demand for toothpaste products. Asia-Pacific consumers are price-conscious and favor locally produced goods that are culturally appropriate. Natural and herbal products are typically preferred to those made with synthetic ingredients. In addition, Asia-Pacific is anticipated to proliferate during the forecast period due to an increase in the number of working people willing to spend money on grooming products. This is expected to present a massive opportunity for the market's expansion. Furthermore, the sale of toothpaste like herbal and whitening varieties is increasing due to urbanization and disposable income.

Europe holds a revenue share of USD 6,580 million, expanding at a CAGR of 3.10%. In Europe, there is an increasing demand for teeth whitening and gum and enamel care toothpaste. On the other hand, as European consumers prefer to use environment-friendly and recyclable products, several market players are producing this type of product in this region. This drives the market growth. Toothpaste for teeth whitening and toothpaste for caring for gums and enamel are both in high demand in the UK. As a result, traditional toothpaste is significantly dominating the market. Additionally, Colgate has introduced natural ingredient toothpaste in recyclable tubes in France as plastic recycling is underway. In Europe, consumers are gravitating toward natural and environmentally friendly goods.

Additionally, because consumers are becoming more aware of natural products, herbal toothpaste is becoming more popular. Additionally, covid's influence on the global market for oral care products was very minimal. The toothpaste market will therefore continue to trend in the same direction. Furthermore, the most dynamic products will still be whitening and regular toothpaste in the future, both of which will dominate the European market.

Segmental Analysis

The global toothpaste market is segmented by product type, end-user, distribution channel, and region.

By Product Type Analysis

Per the product type, the segments are conventional toothpaste, herbal toothpaste, and whitening & sensitive toothpaste.

The conventional toothpaste section will hold supremacy in the market, growing at a CAGR of 3.34%. Conventional toothpaste has been used for years as this type of toothpaste is common among individuals worldwide and resolves major oral problems. This type of toothpaste provides cavity protection, one of the most chronic diseases among consumers. Conventional toothpaste also protects the teeth against particular gum and enamel issues like acid erosion, aids in the intensification of the enamel, and holds antibacterial actions to safeguard the gums. As conventional toothpaste provides enormous benefits, this is most popular among the customers leading to market growth.

Whitening & sensitive toothpaste will hold the second-largest market share. It aids in eradicating stains as well as aids in easing pain caused by sensitivity. Hence, it protects the teeth by constructing a blockade that obstructs the sensitivity caused by specific triggers. This type of toothpaste helps self-grooming, so it is popular among consumers. On the other hand, the components of sensitive toothpaste are environmentally friendly, leading to the demand for this toothpaste. Due to these reasons, whitening and sensitive toothpaste drive market growth.

By End-User Analysis

Based on the end-user, the global toothpaste market is bifurcated into kids and adults.

The adult section is expected to hold the largest market share and grow at a CAGR of 4.72%. This segment includes individuals aged above 15 years. Hence, this population tends to use toothpaste that contains chemicals like fluoride, which is an essential component of manufacturing tooth whitening toothpaste. Other than this, wide varieties of toothpaste are manufactured for several groups of people like smokers, diabetics, etcetera. Furthermore, a lot of individuals prefer using natural toothpaste as well. This segment drives the market growth as this age group uses both types of products.

The kid section will hold the second-largest share. The needs and requirements of kids are different from those of adults as they are still growing. Moreover, their bodies are additionally sensitive compared to adults. Hence, this population necessitates natural products that do not contain any harsh chemicals. Furthermore, children are more prone to cavities and tooth decay as they consume additional sugar and junk than adults. This leads to market growth during the forecast period.

By Distribution Channel Analysis

Per the distribution channel, the global toothpaste market is classified into supermarkets/hypermarkets, independent retail stores, pharmacies, and online stores.

The supermarket/hypermarket segment will dominate the market, growing at a CAGR of 4.38%. As this segment is an extended version of the commercial sector, it presents an extensive range of oral care products and offers a self-service facility. Hence, the consumer here has the freedom to choose the products acceding to their convenience. Other than this, this type of market is mainly situated near housing areas, making it easy for consumers to access. These markets provide products of almost all brands. Hence, customer can select their product according to their needs. Sometimes, store associates assist consumers in choosing a suitable product. These factors drive market growth.

Independent retail stores hold the second-largest market. In certain areas, especially the rural areas, the saturation of supermarkets/hypermarkets is stumpy. Traditional stores play a significant role in these areas and present an assortment of products under one roof. As these stores are situated nearby, consumers find them easy to access. Due to this reason, the market is witnessing considerable growth.

Recent Developments

• In February 2022- Colgate Palmolive launched toothpaste that comes inside a recyclable tube.
• In March 2022- P&G launched a new product under its Crest segment, Densify, which actively rebuilds tooth density.
• In May 2022- Arm & Hammer launched toothpaste made of natural baking soda.