Toothpaste Market Research Report - Forecast to 2032

Toothpaste Market Research Report: Information By Type (Sensitivity, Whitening, Children’s, Smokers, and Herbal), By Distribution Channel (Store-Based, and Non-Store-Based), And By Region (North America, Europe, Asia-Pacific, And Rest Of The World) –Market Forecast Till 2032

ID: MRFR/CR/5754-CR | 253 Pages | Author: Pradeep Nandi | February 2021         

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Global Toothpaste Market Overview


Toothpaste Market Size was valued at USD 15.9 Billion in 2022. The Toothpaste market industry is projected to grow from USD 16.66 Billion in 2023 to USD 24.24 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.80% during the forecast period (2023 - 2032). An increase in awareness of dental health to maintain clean teeth and rising expenditures on marketing and advertising initiatives are the key market drivers enhancing the market growth.


Toothpaste Market


Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review


Toothpaste Market Trends




  • Growing focus on oral health in emerging countries is driving the market growth.




Market CAGR for toothpaste is driven by the rising focus on oral health in emerging countries. Factors such as growing disposable income, urbanization, and awareness about the importance of oral hygiene have contributed to the growth of the toothpaste market in these regions. Dental hygiene practices are evolving from traditional methods to modern oral care routines in many emerging markets. This shift has increased demand for toothpaste with specific benefits such as whitening, sensitivity relief, and gum care. To enter these growing markets, toothpaste manufacturers are adapting their marketing strategies to cater to consumers' unique needs and preferences in these regions. Furthermore, governments and dental associations' oral health campaigns and educational initiatives have played a vital role in driving awareness and promoting oral hygiene practices. These efforts have increased the adoption of toothpaste and facilitated the growth of the overall oral care market in emerging economies.


In recent years, there has been a growing consumer preference for natural and organic products across various industries, including oral care. This trend is driven by increased health consciousness, environmental concerns, and the perception that natural ingredients are safer and more effective. Consequently, the toothpaste market has witnessed a surge in demand for natural and organic toothpaste products. Consumers seek toothpaste formulations free from harmful chemicals such as sodium lauryl sulfate, parabens, and artificial flavors or colors. They are looking for products containing plant-based ingredients like aloe vera, tea tree oil, and neem, known for their natural cleansing and antibacterial properties. Furthermore, toothpaste manufacturers respond to this trend by introducing eco-friendly packaging materials and promoting sustainable practices throughout the supply chain.


Technological changes have played a significant role in transforming the toothpaste market. Innovative formulations and delivery systems have emerged to cater to consumers' evolving needs and preferences. One notable advancement is the development of toothpaste with microbeads or nanoparticles that help in better plaque removal and whitening effects. Moreover, advancements in nanotechnology have led to the development of Nano-hydroxyapatite toothpaste, which has gained traction in the market. It, a synthetic mineral that mimics natural tooth enamel, has shown promising results in repairing tooth surfaces. This technology has revolutionized the treatment of dental sensitivity and enamel erosion, providing consumers with an effective solution for oral health concerns. Additionally, the incorporation of smart technologies into toothpaste packaging has gained attention. These technologies include indicators that monitor the user's brushing technique, toothpaste usage, and even the detection of dental issues. Such innovations aim to enhance the overall consumer experience and promote better oral health practices.


The toothpaste market is experiencing notable trends reshaping the industry landscape. The demand for natural and organic toothpaste, driven by health consciousness and environmental concerns, continues to rise. Technological advancements in product formulation, such as nanotechnology and smart packaging, are enhancing toothpaste's efficacy and user experience. Furthermore, emerging markets are witnessing a growing focus on oral health, leading to increased consumer awareness and demand for specialized toothpaste products. Toothpaste manufacturers must stay abreast of these trends to remain competitive and cater to evolving consumer preferences. By embracing natural and organic ingredients, investing in research and development, and understanding the needs of emerging markets, companies can position themselves for success in the market, driving the Toothpaste market revenue.


Toothpaste Market Segment Insights


Toothpaste Type Insights


The Toothpaste market segmentation, based on type, includes sensitivity, whitening, children's, smokers, and herbal. The sensitivity segment dominated the market. Many suffer from tooth sensitivity, which can cause discomfort while consuming hot, cold, or sweet foods and beverages. Sensitivity toothpaste is formulated with ingredients that help reduce sensitivity and provide relief to such individuals.


Toothpaste Distribution Channel Insights


The Toothpaste market segmentation, based on distribution channels, includes store-based and non-store-based. The store-based category generated the most income. These channels have been the primary means of distributing toothpaste for a long time and continue to dominate the market. Store-based channels offer a wide range of toothpaste brands and varieties, allowing consumers to examine the products and make informed choices physically. Additionally, store-based channels often offer promotional activities such as discounts, product bundling, and loyalty programs to attract consumers and drive sales. These channels allow toothpaste manufacturers to showcase their products through attractive displays and branding materials.


Figure 1: Toothpaste Market by Distribution Channel, 2022 & 2032 (USD Billion)


Toothpaste Market by Distribution Channel, 2022 & 2032Toothpaste Market by Distribution Channel, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review


Toothpaste Regional Insights


By region, the study provides market insights into North America, Europe, Asia-Pacific, and the Rest of the World. The North American Toothpaste market area will dominate due to the region's well-developed oral care infrastructure, increasing consumer awareness about oral health, and the availability of a wide range of toothpaste variants contributing to the market's growth. Innovative product launches, such as natural and organic toothpaste formulations, have also gained popularity among health-conscious consumers.


Further, the major countries studied in the market report are The US, Canada, German, France, the U.K., Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Figure 2: TOOTHPASTE MARKET SHARE BY REGION 2022 (USD Billion)


TOOTHPASTE MARKET SHARE BY REGION 2022


Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review


Europe's Toothpaste market accounts for the second-largest market share due to the region's high disposable income, favorable government regulations promoting oral health, and major toothpaste manufacturers driving the market growth. Furthermore, the rising demand for specialized toothpaste variants targeting specific dental conditions, such as sensitive teeth or enamel protection, fuels the market expansion. Further, the German Toothpaste market held the largest market share, and the U.K. Toothpaste market was the rapid-growing market in the European region.


The Asia-Pacific Toothpaste Market is expected to grow at the fastest CAGR from 2023 to 2032. It is due to the increasing population, rising consumer disposable income, and improving living standards in countries. Additionally, growing awareness about oral hygiene and the adoption of Western oral care practices have further propelled the market. Multinational toothpaste companies are expanding their presence in this region, capitalizing on the vast consumer base. Moreover, China’s Toothpaste market held the largest market share, and the Indian Toothpaste market was the fastest-growing market in the Asia-Pacific region.


Toothpaste Key Market Players & Competitive Insights


Leading market players are investing heavily in research and development to expand their product lines, which will help the Toothpaste market grow even more. Market participants are also undertaking various strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the Toothpaste industry must offer cost-effective items.


Manufacturing locally to minimize operational costs is one of the key business tactics manufacturers use in the Toothpaste industry to benefit clients and increase the market sector. In recent years, the Toothpaste industry has offered some of the most significant advantages to medicine. Major players in the Toothpaste market, including 3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), L.G. 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.), and others, are attempting to increase market demand by investing in research and development operations.


Perrigo Company plc, founded in 1887, located in Hogan Place, Dublin, Ireland, and Grand Rapids, Michigan, U.S., is an Irish American manufacturer of pharmaceuticals. It engages in acquiring, manufacturing, and selling consumer healthcare products, prescription drugs, and active pharmaceutical ingredients. Its products include OTC, R.X., API, medical diagnostics, and pharmaceuticals. In 2020, Perrigo Company PLC declared its acquisition of the High Ridge Brands of oral self-care assets. This acquisition focuses on consumers concerned about self-care, a great growth opportunity for the company. It will also enable the company to hold a major share of the American toothpaste market.


David H. McConnell's Avon Products Inc., also known as Avon, founded in 1886, is located in London, United Kingdom. It is an American-British international cosmetics, skincare, fragrance, and personal care company. It is a company that directly sells to the public and is the fourteenth largest beauty company in the world. It sells products in many countries. In August 2020, Avon launched its new Black Bee Toothpaste. This product's ingredients include jelly and propolis extract, recognized for their nourishing and soothing properties.


Key Companies in the Toothpaste market include



  • 3M (U.S.)

  • Harris & Co Ltd. (U.K.)

  • Dabur India Ltd. (India)

  • Unilever PLC (U.K.)

  • Coswell Spa (Italy)

  • L.G. 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.)


Toothpaste Industry Developments


July 2019: Colgate announced the acquisition of Laboratoires Filorga for USD 1.7 billion, which is stated to be its largest acquisition by far.


In 2020: Colgate Palmolive Company launched its new product, New Colgate® Optic WhiteR, for teeth whitening. This new product is part of an oral beauty collection to give a glow to the teeth, which highly encourages the new generations.


In 2020: Church & Dwight launched the latest toothpaste in its "Essentials Toothpaste" product line for Dental Professionals. This product offers natural ingredients like 100% natural baking soda and contains fluoride to prevent caries. It also has naturally sourced calcium for repairing the surface of the enamel. The company began this product to cater to the increasing consumer demand for natural ingredients, which, in turn, can boost the market's growth globally.


Toothpaste Market Segmentation


Toothpaste Type Outlook



  • Sensitivity

  • Whitening

  • Children’s

  • Smokers

  • Herbal


Toothpaste Distribution Channel Outlook



  • Store-Based

  • Non-Store-Based


Toothpaste Regional Outlook



  • North America

    • US

    • Canada





  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Rest of Europe





  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific





  • Rest of the World

    • Middle East

    • Africa

    • Latin America





Report Scope:

Report Attribute/Metric Details
Market Size 2022 USD 15.9 Billion
Market Size 2023 USD 16.66 Billion
Market Size 2032 USD 24.24 Billion
Compound Annual Growth Rate (CAGR) 4.80% (2023-2032)
Base Year 2022
Market Forecast Period 2023-2032
Historical Data 2018- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Type, Distribution Channel, and Region
Geographies Covered North America, Europe, Asia Pacific, and the Rest of the World
Countries Covered The US, Canada, German, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil
Key Companies Profiled 3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), L.G. 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.).
Key Market Opportunities Increased spending on marketing and advertising to support growth.
Key Market Dynamics Increase in teeth problems among children and elders. Rising concerns on oral health.


Frequently Asked Questions (FAQ) :

The Toothpaste market size was valued at USD 15.9 Billion in 2022.

The market is projected to grow at a CAGR of 4.80% during the forecast period, 2023-2032.

North America had the largest share of the market.

The key players in the market are 3M (U.S.), Harris & Co Ltd. (U.K.), Dabur India Ltd. (India), Unilever PLC (U.K.), Coswell Spa (Italy), L.G. 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.).

The sensitivity category dominated the market in 2022.

Key Questions Answered

  • Global Market Outlook
  • In-depth analysis of global and regional trends
  • Analyze and identify the major players in the market, their market share, key developments, etc.
  • To understand the capability of the major players based on products offered, financials, and strategies.
  • Identify disrupting products, companies, and trends.
  • To identify opportunities in the market.
  • Analyze the key challenges in the market.
  • Analyze the regional penetration of players, products, and services in the market.
  • Comparison of major players’ financial performance.
  • Evaluate strategies adopted by major players.
  • Recommendations
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