Toothpaste Market Size, Share, Growth Analysis Research Report: By Type (Sensitivity, Whitening, Children’s, Smokers, Herbal, Others), By Distribution Channel (Store-based, Non-store-based) - Forecast till 2027

Global Toothpaste Market—Summary

Overview:

The consumer obsession with perfect teeth and fresh breath has paved the way for the oral health industry. The toothpaste market is highly competitive with various national and international brands jumping on the bandwagon to gain the maximum number of consumers. The changing lifestyle and eating habits have given way for new flavors in toothpastes. Awareness for oral health among the general populace is likely to elicit the demand for efficient dental care solutions.

The global toothpaste market is projected to reach USD 21,642 million by 2025, as per the findings of Market Research Future (MRFR). High consumption rate of toothpastes among adults and children owing to awareness of oral health is expected to bode well for the market. Increasing incidence of dental caries and cavities is another market driver. It can witness a steady demand owing to continuous development and launch of new products to reach new consumer demographics.

Targeted solutions for specific oral cavities and increased disposable income levels of consumers have led to the development of premium pastes. Moves by market players to launch their products to cater to citizens living in remote villages can bode well for the overall toothpaste market. But the presence of certain ingredients such as fluoride, triclosan, and others can hamper market growth.

Segmentation:

Type-wise, the global toothpaste market includes children’s, smoker’s, sensitivity, whitening, herbal, and others. The children’s toothpaste segment is expected to expand in size owing to parental concerns regarding their offspring. Manufacturers have launched products with attractive packaging and unique flavors to cater to kid’s tastes. On the other hand, the sensitivity segment is predicted to accrue massive demand thanks to rising cases of tooth sensitivity and Ad spending by manufacturers to create awareness of the problem. But the herbal segment is predicted to gain the largest windfall owing to the penchant for natural and organic ingredients in toothpastes. This is evident by the success of Patanjali Ayurved Limited and Dabur in spite of the presence of international brands such as Colgate-Palmolive and GSK.

Based on distribution channel, the toothpaste market is segmented into store-based and non-store-based. Among the two, the non-store-based segment is predicted to garner higher revenue than its counterpart owing to the proliferation of ecommerce stores. The comfort and convenience provided by the distribution channel for purchase of oral hygiene products is likely to facilitate its growth. On the other hand, the store-based segment can also occupy a significant share of the market and generate significant revenue for the toothpaste market.

Regional Analysis:

Region-wise, the toothpaste market comprises North America, Europe, Asia Pacific (APAC), South America, and the Middle East & Africa (MEA).

The APAC region had the largest market share and expects to reign over the forecast period owing to the large populace in need of oral care products. Increased health consciousness levels among consumers coupled with the expendable income levels of consumers can provide opportunities for the toothpaste market to expand successfully in the region.

The North America region can experience a modest CAGR over the forecast period thanks to the development of innovative flavors and portfolio expansion activities of prominent manufacturers. Increased Ad expenditure of companies to create awareness coupled with the high population demanding targeted solutions can bode well for the market.

Competitive Analysis:

Prominent players to get profiled in the toothpaste market report are Unilever PLC (U.K.), CCA Industries, Inc. (U.S.), Church & Dwight Co., Inc. (U.S.), The Himalaya Drug Company (India), Hawley & Hazel (BVI) Co Ltd. (Hong Kong), LG Household & Health Care Ltd. (South Korea), Dabur India Ltd. (India), GlaxoSmithKline plc (U.K.), Colgate-Palmolive Company (U.S.), Procter & Gamble (U.S.), Henkel AG & Co. KGaA (Germany), Coswell SpA (Italy), 3M (U.S.), D.R. Harris & Co Ltd. (U.K.), and Johnson & Johnson Services Inc. (U.S.).

Increasing awareness for oral hygiene and surging demand for specialized toothpastes is expected to enhance the growth of toothpaste at a global level

Major key players listed in the toothpaste market include Unilever PLC, Colgate-Palmolive Company, Johnson & Johnson Services, Inc., and GlaxoSmithKline plc, among others.

Toothpaste is an essential oral care product containing ingredients that cater to several oral needs such as teeth whitening, tooth decay, bad breath, sensitivity, and others. The varying preferences of consumers is propelling the market players active in the global toothpaste market to focus on their R&D and launch innovative products. The launch of innovative products is among the crucial determinants that is intensifying the competition in the global market. The global toothpaste market is highly competitive, with key industry players adopting various strategies such as expansions, acquisitions, product launches, and partnerships to strengthen their market positions. Most companies in the market are focused on expanding operations across regions, augmenting their capabilities, and building strong partner relations.

Unilever PLC (Unilever) is a multinational company that provides fast-moving consumer goods. Its product segments include personal care, home care, foods, and refreshment. The personal care segment offers skin care and hair care products, deodorants, and oral care products. Church & Dwight Co., Inc. acquired the Mentadent, Pepsodent, Aim toothpaste, and Closeup brands from Unilever in 2003 for the operation of these brands in the US and Canada. Unilever is continuously focusing on product innovations through R&D. It spent USD 1,078.08 million on R&D in 2017 to create a broad portfolio of strong brands. It is also looking at regional expansion and catering to emerging markets through acquisitions. It plans on expanding its presence in the personal care market during the forecast period. In May 2017, Unilever acquired the personal care and home care brands of Quala, the Latin American consumer goods company. With the help of this acquisition, Unilever joined the group’s leading position in haircare globally, and contributes to its oral care and male grooming businesses in Latin America.

Colgate-Palmolive Company, together with its subsidiaries, manufactures and sells consumer products worldwide. It operates through two segments, oral, personal and home care; and pet nutrition. It offers oral care products, including toothpaste, toothbrushes, and mouthwashes, as well as pharmaceutical products for dentists and other oral health professionals. Colgate-Palmolive Company markets and sells its oral, personal, and home care products to various retail and wholesale customers and distributors. Colgate-Palmolive is among the giant players in the global toothpaste market, and the company maintains its foothold with high investments in R&D and regular product launches. Understanding consumer needs as per the regional requirements is a major focus of the company towards the brand building in the minds of consumers. These efforts are expected to create loyalty for the brand in the minds of consumers and boost its sale during the forecast period. Due to the growing demand from consumers, the company plans to increasing its production capacity, storage facilities, and distribution channels across the world. It also carries out community programs for the development of society as well as initiatives to raise awareness about the importance of water. For instance, in 2018, Colgate, along with TerraCycle, launched Colgate Oral Care Recycling Programme for oral care products and packaging, thereby, promoting waste recycling in the UK. Also, in 2016, Colgate launched sensitivity toothpaste with clove which gives long lasting protection from sensitivity to the consumers.

GlaxoSmithKline plc (GSK) engages in the creation, discovery, development, manufacture, and marketing of vaccines, over-the-counter medicines, and health-related consumer products worldwide. GSK operates through four segments: prescription medicines, vaccines, and consumer healthcare. The company offers a variety of toothpastes under its consumer healthcare segment. GSK has a simple strategic lookout and mainly focuses on three things - grow a balanced business, deliver products of value, and simplify the operating model. It has changed its R&D organization to improve the productivity and rates of return in R&D. The company, in 2017, invested USD 3.9 billion in R&D to seek valuable improvements in oral care products and other segments. Other strategies include product launch and partnerships with major vendors, thereby, boosting its distribution in the rural areas of developing countries extensively. For instance, in 2017, GSK opened new regional headquarters for Asia in Singapore. The expansion was done to support the pharmaceutical, vaccines, and consumer healthcare businesses across multiple regions. The Asian headquarter was opened to work alongside the US hub to support its global headquarters in the UK to manage commercial activities around the world. Another strategic expansion from 2018 includes cosntructuion of a toothpaste manufacturing facility in Jakarta. It increased its production due to the growing demand for Sensodyne toothpastes among Indonesian consumers suffering from sensitivity, thereby boosting the toothpaste sales of the company.

Some of the other major manufacturers include Procter & Gamble, Church & Dwight Co., Inc. (US), Henkel AG & Co. KGaA (Germany), Johnson & Johnson Services, Inc., D.R. Harris & Co Ltd (US), Hawley & Hazel (BVI) Co. Ltd (China), These companies conduct extensive promotional activities along with focussing on diversifying their business segments with new product launches. Moreover, the companies invest heavily in R&D to enhance product quality and product performance.