Toothpaste Market Research Report - Forecast to 2027

Global Toothpaste Market Information By Type (Sensitivity, Whitening, Children’s, Smokers, and Herbal), By Distribution Channel (Store-based, and Non-store-based), and Region (North America, Europe, Asia-Pacific, and the Rest of the World)—Forecast till 2027

ID: MRFR/CR/5754-CR | February 2021 | Region: Global | 253 Pages         

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Toothpaste Market

Toothpaste Market is expected to grow USD 21,642 Million at a CAGR of 4.80% during the forecast period 2020-2027

By Type Sensitivity Whitening Children’s Smokers Herbal
By Distribution Channel Store-based non-store-based
Key Players
Companies Profiled   3M (U.S.)    Harris & Co Ltd. (U.K.)    Dabur India Ltd. (India)    Unilever PLC (U.K.)    Coswell Spa (Italy)    LG Household & Health Care Ltd. (South Korea)    The Himalaya Drug Company (India)    Hawley & Hazel (BVI) Co Ltd. (Hong Kong)    Colgate-Palmolive Company (U.S.)    CCA Industries Inc. (U.S.)
Market Driving Forces   Demand for excellent oral care
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Toothpaste Market Research (MRFR Insights)

The Toothpaste Market size is projected to register a CAGR of 4.80% from 2020 to 2027. The market expansion of this category has benefited from the rising awareness of dental health. The consumption of toothpaste is increasing as more people are eager to preserve clean, healthy teeth. As more kids experience oral issues, the industry is expected to perform better than expected throughout the foreseeable future. The global market's expansion is aided by the rising expenditures on marketing and advertising initiatives, which raise total market demand. During the anticipated term, demand is expected to increase due to the introduction and development of vegan alternatives. Oral health issues have been one of the many difficulties that COVID-19 infected individuals have been exhibiting, which has increased market demand. However, it is anticipated that the high cost of the chemicals used in the creation of toothpaste is anticipated to limit Toothpaste Market.

COVID-19 Impact Analysis

Since toothpaste falls within the category of necessary goods and services and cross-border production of such products was previously permitted with few to no limitations, the COVID-19 epidemic has had a negative impact on the toothpaste market. Throughout the year, the strong demand for toothpaste was unaffected; nonetheless, consumers were more likely to choose brands that allowed for additional purchases. Prices were cheaper for those with a significant volume.

Toothpaste Market Dynamics

The prevalence of presbyopia and myopia among children and adults is continuously increasing. This, along with limited awareness and hesitation among the general population toward vision correction, especially in emerging countries, is responsible for the rising number of people suffering from vision impairment. According to the data published by the WHO in 2020, the global prevalence of 2.2 billion people is affected by near or farsighted vision impairment, of which approximately 1 billion people were undiagnosed. Most of the cases were found to be uncorrected refractive errors. The simple availability of toothpaste on the market is one of the main variables influencing demand. To broaden the client base and make toothpaste products more accessible to consumers, toothpaste makers seek a variety of distribution channels, including supermarkets, hypermarkets, and independent retail stores. Additionally, the top competitors in the market carry out in-depth analyses of consumer behavior to learn firsthand about new market trends, which has contributed to the proliferation of different toothpaste variations available to customers. These oral care products are also widely accessible thanks to the players' adoption of an omni channel strategy.

Toothpaste Market Drivers

  • Growing teeth problems among children and elders

It is predicted that the growing number of kids with dental issues would have a big impact on market expansion. The World Health Organization (WHO) estimates that in March 2020, dental caries on primary teeth affected almost 530 million children globally. Additionally, the need for toothpaste is increasing due to the world's ageing population, which is particularly susceptible to dental problems such gum disease, tooth decay, cavities, and others. For instance, the United Nations Department of Economics and Social Affairs estimates that 703 million individuals worldwide are 65 or older.

Market Restraints:

  • Availability of alternative treatments for refractive errors to curb the market growth

Calcium carbonate, sodium bicarbonate, tricalcium phosphate, and other ingredients are used to make toothpaste. The high cost of the finished product as a result of the growing prices of these chemicals is predicted to have a detrimental effect on market expansion. For instance, figures from the United States Bureau of Labor Statistics show that between December 2016 and December 2019, the import price index for goods used in the manufacturing of chemicals increased by 5.4%.

Market Opportunities:

  • Increasing Spending on Marketing and Advertising to Support Growth

Leading companies like Colgate, Procter & Gamble, Unilever, and others have seen a rise in their product sales and demand as a result of their increasing marketing and advertising expenditures. For instance, according to information released by Colgate Palmolive in July 2020, investments in Colgate advertisements were anticipated to be worth USD 416 million in 2019, an increase of 3% from the year before. The rising trend of starting an advertising campaign around special occasions is also expected to increase consumption. For instance, the Daily Huntin reports that Dabur India conducted a marketing campaign for their red toothpaste brand during the 2019 Cricket World Cup in June 2019.

Toothpaste Market segmentation

Type Insights

The Toothpaste Market segmentation, based on type, sensitivity, whitening, children’s, smokers, and herbal. The Toothpaste Market growth was prominently high under the sensitivity category in 2020 as the degree of sensitivity of teeth when exposed to severely hot or cold substances can be reduced with the help of toothpaste made specifically for sensitive teeth.

Distribution channel Insights

The Toothpaste Market segment, based on distribution channel is store-based and non-store based. In 2020, non-store based accounted for the largest market share of the global market. On e-commerce websites, toothpaste is distributed outside of physical stores; a customer can place an order and have it delivered to a certain address. 

Toothpaste Market Share, by Region, 2020 (%)

Toothpaste Market share

Toothpaste Market Overview, by Region

By region, the Toothpaste Market has been divided into North America, Europe, Asia-Pacific, and the Rest of the World. Asia Pacific accounted for the most extensive market share. Europe will exhibit the highest CAGR during the forecast period.

Asia Pacific

Consumers now have more purchasing power thanks to the steadily growing population and higher family income levels. As a result, China, India, and other Asian nations have increasing toothpaste product need. Surveys of the general public's oral health have been conducted time and time again by China's National Oral Health Epidemiological Investigation. It became clear that many people in the nation have oral health issues. Because of this, customers are starting to choose higher- and middle-tiered toothpaste options instead of more affordable options. The increased concern for oral health among the elderly and young in nations like Japan is reflected in the expanding market there.


The market share is anticipated to expand significantly in Europe. The region's high coffee consumption rate is anticipated to have a significant impact on how the commodity is used. This is due to the chemicals in coffee, including sugar, quintic acid, caffeoylquinic acid, and others, having a high propensity to impair tooth health. The European Coffee Federation's data indicates that 57,025,783 coffee bags or 3,4215,47 tons of coffee were consumed in Europe in 2018. Furthermore, the majority of people in Europe place a high value on living hygienically, which has changed the landscape and driven up demand for dental care products in the region.

Toothpaste Market Competitive Landscape

Colgate-Palmolive, Procter & Gamble, Unilever, Lion Corporation, and GlaxoSmithKline PLC have the majority of market share in the competitive market. The market under study does, however, also include many regional competitors. The top competitors in the toothpaste industry have a strong presence across the globe. These market participants are concentrating on taking advantage of chances provided by emerging markets to diversify their product offering and meet the needs of various applications, particularly those requiring sensitivity or pain alleviation. The ability to expand their product lineup globally, however, is made possible by manufacturers' extensive distribution networks and production know-how.

Prominent players in the global market research include 3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), LG Household & Health Care Ltd. (South Korea), The Himalaya Drug Company (India), Hawley & Hazel (BVI) Co Ltd. (Hong Kong), Colgate-Palmolive Company (U.S.), and CCA Industries Inc. (U.S.) among others.

Scope of the Toothpaste Market Report

Type Outlook

  • Sensitivity

  • Whitening

  • Children’s

  • Smokers

  • Herbal

Distribution channel Outlook

  • Store-based

  • Non-store-based

Region Outlook

North America

  • US

  • Canada

  • Mexico


  • UK

  • Germany

  • France

  • Italy

  • Spain

  • Rest of Europe


  • China

  • India

  • Japan

  • Australia and New Zealand

  • Rest of Asia-Pacific

Rest of the World

  • South America

  • Middle East

  • Africa

Objectives of the Study

The objectives of the study are summarized in 5 stages. They are as mentioned below:

  • Toothpaste Market Forecast & Size:

To identify and estimate the market size for the Toothpaste Market report segmented by type, and distribution channel by value (in US dollars). Also, to understand the consumption/ demand created by consumers of Toothpaste Market forecast between 2020 and 2027

  • Market Landscape and Trends:

To identify and infer the drivers, restraints, opportunities, and challenges in the Toothpaste Market growth

  • Market Influencing Factors:

To find out the factors which are affecting the Toothpaste Market size among consumers

  • Impact of COVID-19:

To identify and understand the various factors involved in the market affected by the pandemic

  • Company Profiling:

To provide a detailed insight into the major companies operating in the market. The profiling will include the financial health of the company in the past 2-3 years with segmental and regional revenue breakup, product offering, recent developments, SWOT analysis, and key strategies.

Intended Audience

  • Toothpaste producers

  • Raw material suppliers

  • Retailers, wholesalers, and distributors

  • Governments, associations, and industrial bodies

  • Pharma companies


Report Scope:

Report Attribute/Metric Details
  Market Size   USD 21,642 Million
  CAGR   4.80% (2020-2027)
  Base Year   2019
  Forecast Period   2020-2027
  Historical Data   2018
  Forecast Units   Value (USD Million)
  Report Coverage   Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
  Segments Covered   By Type, Distribution Channel and Region
  Geographies Covered    North America, Europe, Asia-Pacific, and Rest of the World (RoW)
  Key Vendors   3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), LG Household & Health Care Ltd. (South Korea), The Himalaya Drug Company (India), Hawley & Hazel (BVI) Co Ltd. (Hong Kong), Colgate-Palmolive Company (U.S.), and CCA Industries Inc. (U.S.) among others
  Key Market Opportunities   Increasing Spending on Marketing and Advertising to Support Growth
  Key Market Drivers   Growing teeth problems among children and elders and Rising concerns for oral health

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Frequently Asked Questions (FAQ) :

The Toothpaste Market forecast period is 2020 - 2027

The market is expected to register a CAGR of ~4.80% over the next 10 years, according to the Toothpaste Market research.

Europe is expected to register the highest CAGR during 2020 - 2027

Asia Pacific held the largest share in 2020

The market size is expected to be USD 21,642 Million by 2027.

3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), LG Household & Health Care Ltd. (South Korea), The Himalaya Drug Company (India), Hawley & Hazel (BVI) Co Ltd. (Hong Kong), Colgate-Palmolive Company (U.S.), and CCA Industries Inc. (U.S.) among others are the major companies operating in the global market.