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

Market Overview

Market Research Future (MRFR) believes that 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.

COVID-19 Analysis

The COVID-19 outbreak has had a mildly negative impact on the toothpaste industry, with the temporary shutdown of manufacturing facilities and weakened demand. Even as the world is trying to curb the spread of SARS-CoV-2, toothpaste companies are striving to bolster their supply chains and accelerate their operations to control further losses. Additionally, with the gradual lifting up of the lockdown across countries and the novel coronavirus under control, the global market can recover faster in the coming years.

Market Dynamics


Sales Boosted by the Rising Cases of Dental Caries Among Consumers

In view of escalating cases of dental issues like cavity, the need for effective oral hygiene has increased substantially among consumers. As a result, the surge in cavities and dental caries has fostered the need for effective toothpastes that inhibit the growth of plaque and bacteria. Growing consumer awareness regarding oral health backed by the soaring number of government initiatives can also be favorable for the toothpaste market in the years ahead. The high consumption rate of sugary beverages and foods combined with the prevalence of urban lifestyles has been a major growth booster in the UK toothpaste market.

Furthermore, the size of the US herbal toothpaste market has been blossoming on account of the accelerated preference for specialized toothpaste for certain dental diseases. Dental whitening has emerged as one of the top toothpaste market trends over the years, which manufacturers are capitalizing on by launching new and unique flavors.


Mounting Consumer Preference for Herbal Toothpastes to be a Prime Opportunity

The escalating preference and sales of herbal products among consumers can be a huge opportunity for renowned brands in the near future. Consumers are increasingly opting for natural products that are devoid of any chemicals, in view of the rising cases of tooth abrasions. This factor can be leveraged by the players to capture a higher share in the global industry during the evaluation timeline.


Inclusion of Harmful Ingredients in Toothpastes to Hamper Sales

The fact that several toothpastes are filled with ingredients like parabens and triclosan can discourage the sales since these are toxic for gums and cause abrasions. This can emerge as a significant challenge for the firms in the years to come.

Segment Overview

Children’s Toothpaste to Garner High Impetus  

Different types of toothpastes in the global market are herbal, sensitivity, whitening, smokers, children’s, and others. Children’s toothpaste type can reach nearly USD 3,516.4 million by 2025, as a result of the growing concerns among parents regarding their children’s oral health. Manufacturers are constantly using tactics like attractive packaging styles and appealing advertisements to garner the kid’s attention. While, the sensitivity toothpaste type could touch USD 5,438.3 million by 2025, due to escalating number of people brushing overzealously as well as the presence of abrasive ingredients. The segment has been a wider customer base worldwide owing to the accelerated incidences of tooth sensitivity. Another lucrative segment can be herbal toothpaste, which can experience the fastest expansion rate of 5.48% and reach USD 3,925.9 million by 2025.

Non-Store Based Distribution Channels to Register Significant Growth Rate

Non-store-based and store-based are the key distribution channels studied in the report. The store-based channel segment is on track to grow at a rate of 3.99% while also procuring a valuation of USD 13,569.9 million by 2025. The non-store-based channel segment, on the other hand, can record a better growth rate of 5.09% and touch USD 5,584.9 million by 2025, strongly backed by the rising penetration of ecommerce stores across the world.

Regional Analysis

North America to Make Stunning Progress

In North America, the U.S. toothpaste market size has been expanding at a dramatic pace, in view of the players trying to bolster their product portfolio and also innovate in terms of new flavors that spark the interest of consumers. Rigorous marketing campaigns and promotions to spread brand awareness, especially on popular social media channels are providing the regional market with considerable impetus. Canada is another chief contributor in the North American market.

Asia Pacific to Remain Lucrative Over the Review Period

APAC has remained a lucrative market since 2017, thanks to the exploding population in India and China, where awareness with regard to oral hygiene has increased significantly in the past few years. This, combined with the strong presence of a number of renowned as well as emerging brands catapult the market position. Consumers in the region are increasingly opting for premium special oral care products, in line with surging disposable income and concerns related to escalating dental issues.

Competitive Landscape

Firms Strive to Appeal to the Evolving Consumer Tastes with New Launches

The toothpaste industry is rife with new launches by reputed firms with the aim to appeal to the evolving consumer preference and demands. Innovative toothpastes with more features and benefits are launched, aided by smart marketing, which not only favor the global market but also intensify the competition between players. Companies mostly work on bolstering their R&D budgets to widen their global reach and boost their market share. A few other strategies generally employed by the firms include partnerships, collaboration and merger.

List of Key Companies Covered in this Report

  • Dabur India Ltd. (India)

  • 3M (U.S.)

  • Unilever PLC (U.K.)

  • R. Harris & Co Ltd. (U.K.)

  • LG Household & Health Care Ltd. (South Korea)

  • Hawley & Hazel (BVI) Co Ltd. (Hong Kong)

  • The Himalaya Drug Company (India)

  • CCA Industries Inc. (U.S.)

  • Coswell SpA (Italy)

  • Procter & Gamble (U.S.)

  • Colgate-Palmolive Company (U.S.)

  • Church & Dwight Co. Inc. (U.S.)

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

  • GlaxoSmithKline plc (U.K.)

  • Henkel AG & Co. KGaA (Germany)

Recent Developments

  • August 2020 – The Natural Dentist has launched a fluoride-free, antigingivitis toothpaste that has a significant amount of aloe vera that prevents bleeding of gums. It is the first ever natural toothpaste that treats bleeding gums, and has 20% total dose of purified aloe vera without any fluoride or SLS. The company strives to leverage the latest market trends natural toothpaste and gain more footage in the following years.

  • November 2020 – With the aim to bring down waste and protect the environment, by Humankind has introduced its toothpaste tablets that contain FDA-approved formula. The natural toothpaste tablets have microcrystalline cellulose and fluoride that help polish the teeth and also cut down plaque production.

Report Overview

The report overview presents an exhaustive market research, outlining each of the toothpaste brands market share, market segmentation, liquid toothpaste industry size and more. The report has assessed the top challenges, barriers and drivers affecting the market size. MRFR outlines the base year, projected period as well as the size during the given period. The market study also comprises some of the key developments post the COVID-19 outbreak and the effects of the novel coronavirus and the subsequent lockdown on the market. The report also throws light on the latest business scenario covering the expected as well as the historical value, in terms of volume and value, technological developments that induce growth. Besides, the well-known companies and the key strategies adopted by them to stay relevant in the industry are also profiled in the MRFR report.

Scope of the Report

The scope of the report covers an extensive toothpaste market analysis, with focus on a few key segments including toothpaste market trends, uk toothpaste market, size of the us herbal toothpaste market as well as market trends natural toothpaste.

Segmentation Table

By Type

  • Sensitivity

  • Whitening

  • Children’s

  • Smokers

  • Herbal

  • Others

By Distribution Channel

  • Store-based

    • Supermarkets & Hypermarkets

    • Convenience Stores

    • Others

  • Non-store based

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.

Global Toothpaste Market—Summary


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.


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.