Toothpaste Market Research Report - Forecast to 2027

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

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

Toothpaste Market Overview

The toothpaste Market can secure a decent growth rate of 4.80% between 2018 and 2025 (analysis period). The market size is also touted to reach USD 21,642 Million by 2025

Oral health is one of the significant concerns of consumers, with a myriad of factors like food with carbonated refreshments, high sugar content, smoking, and so on are negatively influencing oral health. Plaque and tartar are a portion of the common oral health problems emerging among the population.

The greater part of the adult population, especially the young generation, has the issue of tartar. Moreover, expanding demands of cavities, gum disease, and sensitivity have reinforced the Demand for toothpaste in developing and developed economies. Therefore, toothpaste has become essential requisites to keep up with oral health and cleanliness. Owing to this, toothpaste has gathered the highest market share of the oral care market.

Covid-19 Analysis

The COVID-19 pandemic has adversely affected the toothpaste market since this category goes under essential goods and services, and the development of such products through borders was allowed with limited to no restrictions. The high demand for toothpaste was not impacted during the entire year; however, the buyers were more disposed towards brands that offered additional purchases. Those high on volume were lower on prices.

Over the medium term, the expanding dental issues among youngsters and adults, helpless dietary patterns, and the ascent in the prominence of natural oral care products are the components essentially driving the toothpaste market. Also, rising premiumization and customers looking for more targeted solutions are accelerating the development of the market studied.

The rise in the carefulness of oral health has helped vendors introduce the oral cleanliness products classification, similar to teeth-brightening products. One of the well-known products used for teeth whitening is whitening toothpaste. Manufacturers offer toothpaste with teeth-brightening usefulness that contrasts with standard toothpaste.

Market Dynamics

Drivers, Restraints, Opportunities, and Challenges:

Considering the escalating cases of dental issues like cavities, the requirement for effective oral cleanliness has expanded considerably among consumers. Accordingly, the surge in cavities and dental caries has encouraged the requirement for effective toothpaste that inhibits the development of bacteria and plaques.

Developing customer awareness regarding oral health supported by the high number of government initiatives can also be good for the toothpaste market in the years ahead. The high consumption of sugary refreshments and food sources combined with the prevalence of metropolitan ways of life has been a significant growth booster in the global toothpaste market.

Besides, the size of the herbal toothpaste market has been booming because of the accelerated preferences for specific toothpaste for specific dental illnesses. Dental whitening techniques have emerged as one of the top toothpaste market trends, which manufacturers are gaining by launching new and unique flavors.


The escalating preference and deals of herbal products among purchasers can be a huge chance for eminent brands in the near future. Consumers are highly deciding on normal products without any chemicals, given the rising cases of tooth abrasions. During the evaluation timeline, the players can use this factor to capture a higher share in the global industry.


The fact that few kinds of toothpaste are loaded with ingredients like parabens and triclosan can discourage sales since these are harmful to gums and cause abrasions. This can emerge as a difficult challenge for the firms in the years to come.

Cumulative Analysis

The toothpaste market size was valued at $18.5 billion in 2019 and is estimated to reach $24.5 billion by 2027, registering a CAGR of 3.7%. The conventional segmentation leads in terms of the overall market share and will probably hold its strength throughout the forecast.

The leading players in Toothpaste Market Share are now paying great attention to sustainable products.

As a result of the Toothpaste Market Analysis, the players are moving ahead with less wastage production strategies and are producing fully recyclable toothpaste tubes. Millions of toothpaste tubes are dumped on the ground across the world due to one-time-use packaging. Engaged players in the industry are using high-density polyethylene to make toothpaste tubes part of the circular economy.

The main players in the Toothpaste Market are presently giving high consideration towards practical items. Subsequently, the players are pushing ahead with less wastage creation methodologies and are delivering completely recyclable toothpaste tubes. Many toothpaste tubes are unloaded on the ground across the world due to one-time-use bundling. Drawn in business players is using high-density polyethylene to make toothpaste tubes ass a piece of the round economy.

Nevertheless, using extracts from plants in toothpaste as antimicrobial agents has acquired high Demand over the last few years. Also, Toothpaste Market Growth in a trend of usage of medicinal herbs and ingredients, like turmeric, lemon strip, aloe Vera, clove, mango strip, peppermint, mint, orange strip, banana strip, pumpkin strip, papaya strip, and jack organic product seeds, in toothpaste for consumers have been noticed especially in the Asia Pacific and North America region.

In India, as per Toothpaste Market Trends, there has been a probable rise in the number of stores, to 145.5% from 2012 to 2014, in the regional impression expansion for Colgate's oral care brand. BASF care chemicals business re-classified its distribution channel in Brazil in 2014. The distribution network is divided into four merchants, where some distributors offer appropriate toothpaste items. This new organization streamlining is expected to add to the development of the toothpaste market.

Segmentation Overview

According to Toothpaste Market Forecast, the market has been segmented based on applications, types, and regions.

Based on Types

  • Cavity Protection

  • Regular

  • Whitening

  • Sensitive Gums

  • Sensitive Teeth

Based on Applications:

  • Adults

  • Children

Based on Regions

  • Asia Pacific

  • Europe

  • North America

  • Middle East & Africa

  • Latin America

Regional Analysis

In North America, the toothpaste market size has been expanding dramatically, considering the players trying to support their product portfolio and innovate advance in terms of new flavors that sparkle the interest of customers. Thorough advertising campaigns and promotions to spread brand awareness, particularly on well-known social media channels, are giving the regional market an extensive driving force. Canada is another chief benefactor in the North American market.

The Asia Pacific to Remain Lucrative Over the Review Period

It has been mentioned in Toothpaste Market Outlook, APAC has remained a lucrative market since around 2017 because of the exploding populace in India and China, where awareness as to oral hygiene has expanded altogether in the past couple of years. This, combined with the strong presence of various eminent arising brands, sling the market position. Customers in the region are progressively settling on premium unique oral care products following surging disposable income and concerns identified with raising dental issues.

Competitive Landscape  

Toothpaste Market Revenue is rife and rising with new launches by reputed firms to engage the advancing preferences of consumers with several requests. Innovative toothpaste with more components and advantages are launched, helped by smart marketing, which favors the worldwide market and increases the opposition between players. Companies generally reinforce their R&D financial plans to enlarge their worldwide reach and lift their market share. Several different techniques employed utilized by the organizations incorporate partnerships, coordinated effort, and mergers.

List of Key Competitors:

  • 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.)

  • Procter & Gamble (U.S.)

  • Johnson & Johnson Services Inc. (U.S.)

  • Church & Dwight Co. Inc. (U.S.)

  • GlaxoSmithKline plc (U.K.)

  • Henkel AG & Co. KGaA (Germany)

Report Overview

The report outline presents thorough statistical surveying, laying out every one of the toothpaste brands piece of the pie, market division, fluid toothpaste industry size, and then some. The report has surveyed the top difficulties, boundaries, and drivers influencing the market size.

MRFR diagrams the base year, the extended period just as the size during the given time frame. The market concentrate additionally involves a portion of the key advancements post the COVID-19 episode and the impacts of the novel Covid and the ensuing lockdown available.

The report additionally illuminates the most current business situation covering the normal just as the recorded worth, as far as volume and worth, innovative improvements that actuate development. Moreover, the notable organizations and the key systems they took on to remain important in the business are likewise profiled in the MRFR report.

Recent Developments

November 2020 – Intending to cut waste and secure the climate, Humankind has presented its toothpaste tablets containing the FDA-supported equation. The normal toothpaste tablets have microcrystalline cellulose and fluoride that assist with cleaning the teeth and cut down plaque creation.

August 2020 – The Natural Dentist has launched without fluoride, insect gum disease toothpaste with a lot of aloe-Vera that forestalls draining of gums. It is the first regular toothpaste that treats draining gums and has a 20% complete portion of cleaned aloe-Vera with no fluoride or SLS. The organization efforts to use the most recent market patterns, regular toothpaste, and acquire film before very long.

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Frequently Asked Questions (FAQ) :

toothpaste market is expected to expand at 4.80% CAGR from 2018 to 2025.

toothpaste market size can reach USD 21,642 million by 2025.

toothpaste market stood at USD 15,061.4 million in 2017.

toothpaste market demand can reach 7,806.7 million units by 2025

Demand for excellent oral care is the major driver of the global toothpaste market.

Launch of toothpaste with natural ingredients can drive the demand in the global toothpaste market.

Dabur India Ltd., D.R. Harris & Co Ltd., LG Household & Health Care Ltd., Procter & Gamble, Johnson & Johnson Services Inc., Hawley & Hazel (BVI) Co Ltd., Coswell SpA, Church & Dwight Co., Inc., Unilever PLC, The Himalaya Drug Company, CCA Industries, Inc., GlaxoSmithKline plc, Colgate-Palmolive Company, Henkel AG & Co. KGaA, and 3M are major players currently working in the global toothpaste market.

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.