Oral Hygiene Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The oral hygiene market size has grown strongly in recent years. It will grow from $50.14 billion in 2024 to $53.22 billion in 2025 at a compound annual growth rate (CAGR) of 6.1%. The growth in the historic period can be attributed to rising awareness of oral health importance, advancements in dental care technology, increasing disposable incomes, expanding access to dental services, and growing emphasis on cosmetic dentistry.

The oral hygiene market size is expected to see strong growth in the next few years. It will grow to $66.55 billion in 2029 at a compound annual growth rate (CAGR) of 5.8%. The growth in the forecast period can be attributed to increasing consumer awareness about oral health and hygiene, growing emphasis on preventive healthcare and wellness, diverse product offerings, evolving consumer preferences, and expansion of e-commerce platforms and digital health solutions. Major trends in the forecast period include surge in demand for natural and sustainable products, adoption of advanced dental care technologies, innovative formulations, including probiotics and herbal extracts, and specialized oral care products.

The increasing awareness of oral health care is expected to drive the growth of the oral hygiene market in the coming years. Oral health care involves maintaining the cleanliness, health, and hygiene of the mouth, teeth, gums, and related areas to prevent dental diseases and support overall well-being. This rising awareness is largely due to the importance of oral health care in preventing dental issues and reducing long-term healthcare expenses. Oral healthcare products are specifically formulated to promote the cleanliness and health of the mouth, teeth, and gums, contributing to overall wellness. For example, in December 2023, the Centers for Medicare & Medicaid Services, a US-based federal agency, reported that U.S. healthcare spending increased by 4.1% in 2022, reaching $4.5 trillion, a significant rise from the 3.2% increase in 2021. Meanwhile, dental service spending is projected to grow by 0.3% in 2022, totaling $165.3 billion. Therefore, the growing focus on oral health care is fueling the growth of the oral hygiene market.

Leading companies in the oral hygiene market are concentrating on introducing technologically advanced products featuring smart, responsive, software-enabled toothbrushes. These innovative toothbrushes integrate intelligent technology and software to elevate the brushing experience, incorporating sensors and software to monitor various aspects of brushing. For instance, in October 2023, Burst Oral Care, a renowned US-based oral hygiene company, unveiled the Pro Sonic Toothbrush and the Curve Sonic Toothbrush, developed based on feedback from over 35,000 dental professionals. The Pro Sonic Toothbrush boasts a new high-end color LED screen, smart, responsive software, an industry-leading rechargeable battery life of up to nine months, and a sensor providing feedback for each brushing session. The Curve Sonic Toothbrush is equipped with super soft tapered bristles, powerful motor-driven sonic vibrations, whitening and sensitive modes, and a two-minute timer, offering consumers a comprehensive brushing experience.

In April 2024, Behrman Capital, a US-based private equity investment firm, acquired Vista Apex for an undisclosed sum. This acquisition aims to leverage Vista Apex's established success and innovative product development to drive growth and expansion in the dental products sector. By joining forces with Behrman Capital, Vista Apex will benefit from its vast expertise in healthcare and manufacturing, supporting the next phase of its development. Vista Apex is a US-based producer of consumable dental products, including oral hygiene items.

Major companies operating in the oral hygiene market report are The Procter & Gamble Company; Johnson & Johnson; Unilever PLC; Xiaomi Corporation; GlaxoSmithKline plc; Safeway Inc.; 3M Company; Henkel AG & Co. KGaA; Koninklijke Philips NV; Colgate-Palmolive Company; Reckitt Benckiser Group plc; Church & Dwight Co. Inc.; Dentsply Sirona Inc.; Patanjali Ayurved Limited; Lion Corporation; Dabur India Ltd.; Sunstar Suisse SA; GC Corporation; Ivoclar Vivadent AG; Ultradent Products Inc.; Ranir LLC; Dr. Fresh LLC; L'avenour Lifestyle Private Limited.

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

The oral hygiene market consists of sales of dental picks, tongue scrapers, dental chewing gum, teeth whitening products, and water flossers. 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).

Oral hygiene encompasses the practices aimed at preserving the cleanliness and well-being of the mouth, teeth, gums, and tongue, serving to prevent dental issues such as tooth decay, gum disease, and halitosis. This maintenance is crucial for overall health, as poor oral health can lead to systemic health concerns and diminish quality of life.

Key products within oral hygiene include toothpaste, toothbrushes and related accessories, mouthwash and rinses, dental accessories and ancillaries, denture products, and solutions for cleaning dental prostheses. Toothpaste, a paste or gel utilized with a toothbrush, is essential for cleansing and maintaining dental health. These oral hygiene products are distributed through various channels such as supermarkets, hypermarkets, convenience stores, pharmacies, online retailers, and others, catering to diverse demographics including adults, children, and infants.

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

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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