Mouthwash Market Report 2025

The mouthwash market size has grown strongly in recent years. It will grow from $8.16 billion in 2024 to $8.7 billion in 2025 at a compound annual growth rate (CAGR) of 6.6%. The growth in the historic period can be attributed to consumer oral care awareness, regulatory standards, brand loyalty and marketing, dental recommendations, flavor preferences.

The mouthwash market size is expected to see strong growth in the next few years. It will grow to $11.86 billion in 2029 at a compound annual growth rate (CAGR) of 8.1%. The growth in the forecast period can be attributed to rising health consciousness, innovative product formulations, environmental sustainability, e-commerce growth, emerging market trends. Major trends in the forecast period include focus on teeth whitening and cosmetic benefits, introduction of multifunctional and specialty mouthwashes, rise in sustainable packaging practices, innovation in flavor profiles, digital integration for oral health monitoring.

The anticipated rise in dental issues is set to significantly drive the mouthwash market's growth. Dental problems, encompassing various oral health conditions such as decay, gum disease, erosion, and infections, prompt the use of mouthwash as a preventive measure against cavities and plaque buildup. A correctly used mouthwash aids in fighting cavities and averting periodontal disease. Statistics from the World Health Organization in March 2023 revealed that nearly 3.5 billion people globally grapple with oral diseases, with 2 billion affected by permanent teeth caries and 514 million children affected by primary teeth caries. This surge in dental problems fuels the expanding mouthwash market.

The upsurge in disposable income is poised to drive the mouthwash market's growth. Disposable income, the surplus funds after tax deductions for individuals and households, influences consumer priorities, particularly in oral care. Higher disposable incomes enable consumers to prioritize premium and specialized mouthwash products. For instance, according to the US Bureau of Economic Analysis in August 2023, there was a slight $7.3 billion increase (less than 0.1%) in disposable personal income in the US. This trend in increasing disposable income significantly fuels the growth of the mouthwash market.

Product innovation emerges as a significant trend shaping the mouthwash market. Companies within this sector are actively innovating to maintain their market standing. For example, in May 2022, SmartMouth Oral Health Laboratories introduced the Mouth Sore Oral Rinse. This innovative rinse utilizes a zinc-ion-activated formula, bonding zinc ions to mouth germs, effectively preventing bad breath for 24 hours and providing relief from mouth-related discomforts such as sores and bites.

Major players in the mouthwash domain are intensifying their focus on introducing specialized kid mouthwash products to gain a competitive edge. Tailored for children, these oral hygiene solutions are specially formulated to prevent cavities and freshen breath. In March 2023, TheraBreath unveiled a kid-specific mouthwash, alcohol-free, vegan, and gluten-free, containing sodium fluoride to promote healthy teeth and cavity prevention. Available in flavors such as Wacky Watermelon, Strawberry Splash, and Grapes Galore, this kid-oriented mouthwash aims to cater to the unique oral care needs of children.

In July 2024, the National Health Service (NHS), a healthcare organization based in the UK, collaborated with Asda Stores Limited to promote awareness of critical mouth cancer symptoms by featuring them on toothpaste and mouthwash packaging. This initiative is designed to increase public awareness about mouth cancer symptoms and will see important health information printed on the packaging of Asda's own-brand toothpaste and mouthwash products, which will be sold in over 500 stores nationwide. Asda Stores Limited is a well-known supermarket chain in the UK.

Major companies operating in the mouthwash market include Colgate-Palmolive Company, GlaxoSmithKline PLC, Johnson & Johnson, Reckitt Benckiser Group plc, Hindustan Unilever Limited, 3M Company, Church & Dwight Company Inc., Henkel AG & Co. KGaA, Kao Corporation, Procter & Gamble Company, Amway Corporation, Lion Corporation, Koninklijke Philips N.V., SmartMouth Oral Health Laboratories, Caldwell Consumer Products Corp., Dabur India Ltd, Dr. Organic Ltd, Biotène, The Himalaya Drug Company, ACTEON Group Ltd., Align Technology Inc., Carestream Dental LLC, Denterprise International Inc., DENTSPLY SIRONA Inc., Detection Technology Plc, Envista Holdings Corporation, FONA Dental s.r.o., Hamamatsu Corporation.

North America was the largest region in the mouthwash market in 2024. Asia-Pacific is expected to be the fastest-growing region in the global mouthwash market report during the forecast period. The regions covered in the mouthwash market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the mouthwash market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Mouthwash is a liquid solution used for rinsing and cleansing the mouth and gums, commonly formulated with antiseptic properties aimed at eliminating harmful germs that can reside on the tongue and between teeth.

The primary types of mouthwash include therapeutic, cosmetic, antiseptic, and others. Therapeutic mouthwashes contain active ingredients that work to slow down or halt the growth of bacteria and bacterial acids in the oral cavity. These mouthwashes come in a variety of flavors such as active salt, mint, fresh tea, among others, and are distributed through diverse channels such as modern trade, departmental stores, drugstores, online platforms, and more. They cater to end-users such as households, hospitals, and dental clinics.

The mouthwash market research report is one of a series of new reports that provides mouthwash market statistics, including mouthwash industry global market size, regional shares, competitors with a mouthwash market share, detailed mouthwash market segments, market trends and opportunities, and any further data you may need to thrive in the mouthwash industry. This mouthwash market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The mouthwash market consists of sales of fluoride mouthwash, herbal mouthwash, natural mouthwash, and whitening mouthwash. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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