Oral Care/ Hygiene Market Report: Trends, Forecast and Competitive Analysis to 2030

The global oral care/hygiene market is expected to grow with a CAGR of 5.4% from 2024 to 2030. The major drivers for this market are the growing cases of dental caries and rising awareness about oral hygiene for both children and adults.

The future of the global oral care/hygiene market looks promising with opportunities in the home and dentistry applications.

• Within the product category, toothbrushes & accessory is expected to witness the highest growth over the forecast period.
• Within the application category, home will remain a larger segment over the forecast period.
• In terms of regions, APAC is expected to witness the highest growth over the forecast period.

Emerging Trends in the Oral Care/Hygiene Market

Approximately in the near past, the oral care/hygiene market has been characterized by the emergence of several trends, which can be attributed to improved technology, changes in consumer tastes, and increased concern for sustainability. These trends are changing the scope of the market and how products are designed, marketed, and consumed.

• Smart Oral Care Devices: Smart oral care devices, including AI-enabled and connected electric toothbrushes, are becoming the order of the day. These devices offer a better, more efficient brush while ensuring that brushing is done correctly, with immediate results and tracking of how well brushing is performed. They meet the trend of advanced consumer expectations for tech-packed oral health solutions that are embeddable with technology and analytics, enhancing oral care and making healthcare better and more amenable. The incorporation of smart technology intends to improve bad brushing behavior as well as brushing habits in general.
• Natural and Organic Products: There is an increasing shift toward the use of natural and organic oral care products as a result of high consumer concerns over product safety and environmental protection. The use of products that include natural and green practices is becoming popular since consumers are looking for replacements for synthetic products. This trend has made companies change the contents of their products and embrace green packaging, and some companies are even beginning to disclose their formulations.
• Tailored Solutions to the Consumer’s Oral Health Needs: Personalized oral care refers to new products and services that are offered to people according to their data and preferences. This includes products like personalized toothpaste and oral care solutions, such as fitting dentures about someone’s health factors or lifestyle. The objective of personalization is to improve the effectiveness and satisfaction of the end user by enhancing health outcomes relevant to the patient’s needs.
• Eco-Friendly Products with Social Responsibility: Emerging trends in the oral care market include sustainability, where various products, such as environmentally friendly toothbrushes and disposable toothbrush packaging, are marketed. Some brands are going green to attract environmentally conscious customers while protecting against environmental degradation. This change not only corresponds to modern trends in the consumer market but also inspires a rethinking of the design and materials of products.
• New Developments in Technologies Related to Dentistry: Advanced mouthwashes and ultrasonic toothbrushes are examples of technological innovations that are reshaping the oral care market. In addition, these improvements add greater health benefits for users, particularly in cleaning. The provision of such modern technologies seeks to manage the dental health of patients and offer them better and more efficient dental products.

New perspectives on smart oral care devices, focus on natural and organic products, customization, green initiatives, and new technologies are transforming the oral care industry. These trends indicate a growing focus on technology and sustainability, encouraging evolution and innovation in the industry.

Recent Developments in the Oral Care/Hygiene Market

Recent key developments in the oral care/hygiene market focus on innovative aspects of products concerning their technologies, consumer preferences, and sustainability. Such developments outline the future of the industry by meeting the changing needs of consumers and stimulating growth across the portfolio of offerings.

• Launch of Smart Toothbrushes: The launch of smart toothbrushes featuring AI and additional controls is a major milestone in the oral hygiene devices market. These devices provide options for feedback, keep track of actions performed, and offer brush control specific to each user. The goal is to enhance oral health through proper and effective tooth brushing backed by how the user brushes their teeth.
• Exploding Demand for Natural and Organic Oral Care Products: The market for natural and organic oral care products is widening as consumers seek alternatives that are safer and do not adversely affect the environment. Product launches now feature natural ingredients and sustainable packaging, as well as sourcing of raw materials. This change represents a broader shift among consumers toward seeking healthy and sustainable products.
• Increasing Penetration of Subscription Services: Consumers find it easy and convenient now that subscription services have been introduced for oral care products. Since most of these products are consumables, such as toothpaste and toothbrushes, subscriptions will be based on individuals’ different needs and preferences regarding oral care practices. This change meets the increasing demand for convenience and personalization in personal care.
• Developments in Whitening and Sensitivity Products: In the recent past, there have been several advancements in teeth whitening and sensitivity products to improve user experience and treatment. Available newer variants include products with novel formulations and delivery systems, aiming to produce quicker and more defined results with lower sensitivity. Consumers who seek functional products that are also appealing will appreciate these advancements in their oral care.
• Sustainable Solutions in Packaging: In recent years, the concept of sustainable packaging has been gaining traction in the oral care segment. Manufacturers of these products are now using environmentally friendly packaging systems like recyclable, biodegradable packaging, and minimal waste solutions. This trend addresses the growing market based on consumer preferences toward green products.

The latest trends concerning smart toothbrushes, natural and organic products, subscription boxes, whitening products, and sustainable packaging are shaping the oral hygiene market. All these advancements reflect consumers’ demands, the growth of new technologies, and the aspiration for sustainability, indicating growth and development in the market and industry as a whole.

Strategic Growth Opportunities for Oral Care/Hygiene Market

Strategic growth opportunities in the oral care/hygiene products market are emerging in different applications due to changes in technology, consumer behavior, and sustainability concepts. Understanding the market and where to position oneself for maximum return on investment in oral care and related products is essential for all players.

• Growth in Digital Oral Care Solutions: The increase in digital oral care solutions, including smart toothbrushes and mobile applications, can efficiently create market expansion. Such technologies instill an element of individualized attention and feedback for end users. Organizations betting on these technologies can capture a growing number of tech-savvy consumers.
• Expansion into Emerging Markets: Global expansion and market entry into emerging countries, such as those in Asia and Africa, will offer significant growth opportunities due to rising urbanization and oral health awareness. Targeting this space with affordable oral care products will open up new markets with growth potential.
• Development of Sustainable Products: There is a growing market for sustainable oral care products due to increasing consumer concerns about the environment. Opportunities exist for biodegradable toothbrushes, recyclable packaging, and natural formulations. Market segmentation has been endorsed by brands through green marketing concepts aimed at eco-conscious consumers.
• Custom-Made Solutions for Oral Care Treatment: The rise of personalized oral care solutions, such as custom toothpaste and individual oral hygiene practices, increases prospects for revenue generation. Utilizing data and technology-based products relevant to individual customers will improve satisfaction and retention. This trend reflects consumers’ willingness to embrace advancements in healthcare.
• Over-the-Counter Treatment Innovations: Advanced whitening and sensitivity relief over-the-counter treatments present significant growth opportunities. There remains potential for developing new formulations and delivery systems that address the increasing demand for efficient and convenient at-home oral care products.

Opportunities in digital solutions, expansion into new markets, green initiatives, bespoke treatments, and over-the-counter options are the strategic growth areas that will define the oral care market. If leveraged effectively, these opportunities will enable companies to innovate, increase their market presence, and meet the changing needs of consumers in the oral care sector.

Oral Care/Hygiene Market Driver and Challenges

The oral care/hygiene market has various drivers and challenges affecting its growth and development. Such factors include the infusion of technology, consumption patterns, economic conditions, and regulations governing the sector. It is important to comprehend these factors to position oneself favorably within the competition and industry as a whole.

The factors responsible for driving the oral care/hygiene market include:

• Progress in Technology: The market has become more competitive due to the increased development of technologically advanced products. Innovations such as smart toothbrushes and new oral care product formulations have made these products more appealing to consumers, stimulating market growth as more people adopt them.
• Growing Consumer Health Education: There is a rise in consumer demand for more advanced oral care products due to increased awareness of oral health. Knowledge, information, and sponsored activities have raised awareness about the importance of dental health, increasing expenditure on oral products and services.
• Improvements in Disposable Income: Increased disposable income, especially in developing countries, provides consumers with the opportunity to purchase better and more specialized oral care products. This increase in purchasing power contributes to market growth and the adoption of new oral care products across different income ranges.

Challenges in the oral care/hygiene market include:

• Regulatory Compliance: Regulatory standards and guidelines for oral care products can be difficult and expensive to follow. Manufacturers face the challenge of understanding and complying with various legal requirements in different markets, which necessitates investment in research and development and high-quality manufacturing practices.
• High Competition and Market Saturation: The oral care market is highly competitive, with many brands selling similar products. Companies must develop new products or improve existing ones and implement effective marketing and customer relations strategies to survive market saturation and stiff competition.
• Supply Chain Disruptions: Supply disruptions, such as raw material shortages or logistical challenges, can impede the production and supply of oral care products. Managing these disruptions requires a thorough understanding of supply chain management as well as contingency strategies to maintain product availability and market stability.

Developments in technology, increasing awareness among consumers, and rising disposable incomes are key factors contributing to the growth of the oral care industry. However, to maintain growth and achieve success, challenges such as regulatory hurdles, competition, and supply issues must be addressed. Understanding these factors helps stakeholders navigate the market dynamics and capitalize on opportunities while mitigating threats.

List of Oral Care/Hygiene Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies oral care/hygiene companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base.

Some of the oral care/hygiene companies profiled in this report include:

• Koninklijke Philips
• Colgate-Palmolive
• GlaxoSmithKline
• Procter & Gamble
• Johnson & Johnson

Oral Care/Hygiene by Segment

The study includes a forecast for the global oral care/hygiene by product, distribution channel, application, and region.

Product [Analysis by Value from 2018 to 2030]:

• Toothpastes
• Toothbrushes & Accessories
• Mouthwashes/Rinses
• Dental Accessories/Ancillaries
• Dental Products
• Dental Prosthesis Cleaning Solutions

Distribution Channel [Analysis by Value from 2018 to 2030]:

• Consumer Stores
• Retail Pharmacies
• Online Distribution

Application [Analysis by Value from 2018 to 2030]:

• Home
• Dentistry

Region [Analysis by Value from 2018 to 2030]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Oral Care/Hygiene Market

The oral care/hygiene market is changing significantly due to new technologies introduced in products, shifts in consumer preferences, and the growing focus on sustainability. These developments include emerging product forms and innovative marketing strategies in key markets such as the US, China, Germany, India, and Japan. These changes reflect a broader trend toward health awareness and the growing sophistication of oral care products and practices.

• United States: In the United States, recent changes in the oral care market include a combination of modern technologies and adherence to green marketing principles. Examples include smart electric toothbrushes that provide feedback on usage, such as the number of strokes and duration of use. Companies are also extending their product ranges to include personalized oral care products, aided by artificial intelligence and analytics for enhancing user experience and effectiveness.
• China: The oral care market in China is growing dynamically due to improved urbanization and increased education about dental care. Cities have witnessed a rise in local and international companies introducing their products in tier-2 and tier-3 cities, which are generating growing market interest. Alongside the increased consumption of traditional products like electric toothbrushes and water flossers, there is also rapid growth in high-tech oral care products. Notably, Chinese consumers are shifting toward the middle and premium segments of oral care products, driving innovation and a broad portfolio of high-end dental solutions.
• Germany: Germany is one of the few countries striving to sustain growth in the oral care market through emerging innovations. A new trend in Germany is the introduction of sustainable toothbrushes made from biodegradable materials and the adoption of recyclable packaging. Consumers are increasingly inclined toward products from natural and Ayurvedic health systems. New products and high-tech devices, such as smart toothbrushes and advanced tooth-whitening technologies, are gaining popularity. These trends indicate a shift toward high-tech solutions that provide efficient oral health care.
• India: The oral care market in India has witnessed increased accessibility for end-users. Notably, there has been a surge in the sales of OTC oral hygiene products due to the growth of retail and e-commerce sectors. New trends include the availability of affordable and effective oral care options tailored to the local population, such as herbal and Ayurvedic toothpaste. Furthermore, there is a greater emphasis on educating the public about oral care through various promotional activities and community initiatives, improving regional dental health.
• Japan: The oral care market in Japan is advancing with the development of more efficient technologies and products. Notable advancements include the introduction of ultrasonic toothbrushes and mouthwashes with higher compositions than traditional options. Japanese consumers increasingly appreciate oral care products that combine breath and tooth whitening effects. Significant attention is given to research and development, leading to innovations that enhance product quality and customer satisfaction. Additionally, brands in Japan are incorporating traditional medicinal ingredients into oral care products.

Features of the Global Oral Care/Hygiene Market

• Market Size Estimates: Oral care/hygiene market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends (2018 to 2023) and forecast (2024 to 2030) by various segments and regions.
• Segmentation Analysis: Oral care/hygiene market size by product, distribution channel, application, and region in terms of value ($B).
• Regional Analysis: Oral care/hygiene market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
• Growth Opportunities: Analysis of growth opportunities in different products, distribution channels, applications, and regions for the oral care/hygiene market.
• Strategic Analysis: This includes M&A, new product development, and competitive landscape of the oral care/hygiene market.
• Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

This report answers the following 11 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the oral care/hygiene market by product (toothpastes, toothbrushes & accessories, mouthwashes/rinses, dental accessories/ancillaries, dental products, and dental prosthesis cleaning solutions), distribution channel (consumer stores, retail pharmacies, and online distribution), application (home and dentistry), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?