The oral care market is projected to grow at a CAGR of 7.17% to reach a market size of US$54.909 billion by 2030, up from US$38.838 billion in 2025.
Dental and oral health is an essential part of overall health and well-being. Poor oral hygiene causes dental cavities and various gum diseases and is also linked to heart disease, cancer, and diabetes. Good oral and dental hygiene prevents bad breath, tooth decay, and gum disease—and helps keep the teeth as a person ages. An unhealthy mouth, especially if a person has gum disease, may increase the risk of serious health problems such as heart attack, stroke, poorly controlled diabetes, and preterm labor.
The oral care market’s growth is substantiated by the rising awareness among the population regarding oral hygiene and its benefits. Moreover, it has also grown because of its ability to improve personal aesthetics. The introduction of innovative products in the oral care market is also responsible for driving growth. Electric and battery-powered toothbrushes, dental floss, denture adhesive creams, fresh breath strips, and chewing gums are some of the newly developed products that are rapidly being adopted by middle-income and high-income groups.
However, competitive pricing pressure is hampering the oral care market’s expansion. To overcome this, companies are implementing strategies like mergers and acquisitions, geographical expansions, and new product development.
By type, the oral care market is segmented into toothbrushes, mouthwashes, dental floss, toothpaste, and others. The toothpaste segment holds a significant market share, primarily due to its high use by all income groups. The toothbrush segment is projected to show promising growth. The introduction of advanced products such as electric and battery-powered toothbrushes supports this significant growth. These advanced products provide added benefits such as total mouth cleaning, featuring different modes for usage such as deep cleaning, daily cleaning, tongue cleaning, whitening, and massaging.
Demand for oral care products through online channels fuels market growth strongly. It offers a wide availability of products on one platform and unparalleled convenience of purchasing products at any time or from any place, along with door delivery. It also presents competitive prices with exclusive offers. Algorithm-driven personal product recommendations through online platforms further enhance the shopping experience. This increased accessibility, convenience, competitive pricing, and the ability of brands to connect directly with consumers through direct-to-consumer sales are significant contributors to the oral care market’s growth.
In line with this, in 2023, e-commerce in the EU was bolstered by demand from the age groups 25 to 34 and 35 to 44. Moreover, 87% and 85% of people in these age categories purchased or ordered products or services online. Europe is the world's third-largest retail e-commerce market, with total sales of US$631.9 billion, as per the International Trade Administration. By 2027, European retail online sales will be worth US$902.3 billion, based on a 9.31% annual revenue growth rate.
There are many challenges in the oral care market, including competition with large players, new brands emerging every other day, and innovative products. Price sensitivity in consumer markets, especially in developing markets, limits the scope of premium product pricing. Regulations are very strict regarding the safety and efficacy of products, thus increasing the development costs and time-to-market.
Moreover, growing concerns about sustainability require the development of eco-friendly products, and the existence of counterfeit or low-quality products can impact consumer trust and brand reputation. These challenges require careful consideration and innovative strategies for companies to navigate the competitive landscape and ensure continued growth in the oral care market.
Geography-wise, the oral care market is divided into North America, South America, Europe, the Middle East and Africa, and Asia Pacific. The Asia-Pacific region is anticipated to hold a significant market share. This can mainly be attributed to the increase in the number of the geriatric population associated with edentulism, the growing prevalence of dental caries and other periodontal diseases in children and adults, increasing healthcare expenditure (coupled with rising disposable income), rising awareness about oral healthcare, and willingness to spend more on dental care.
Apart from this, several factors drive the North American oral care market. Increasing awareness among consumers regarding the importance of oral health and its link to overall well-being is a major driver. The increasing prevalence of dental problems such as cavities, gum disease, and bad breath, especially in the geriatric population, has also driven the demand for effective oral care products. Following this, as per the Population Reference Bureau, the number of Americans above 65 is projected to grow significantly from 58 billion in 2022 to 82.5 billion by 2050, a 47% increase. Additionally, the proportion of people aged 65 or older will grow from 17% to 23% in the future. Therefore, the statistics mentioned are forecasted to raise the demand for oral care products for the elderly in the coming years.
| Report Metric | Details |
|---|---|
| Study Period | 2021 to 2031 |
| Historical Data | 2021 to 2024 |
| Base Year | 2025 |
| Forecast Period | 2026 – 2031 |
| Report Metric | Details |
| Oral Care Market Size in 2025 | US$38.838 billion |
| Oral Care Market Size in 2030 | US$54.909 billion |
| Growth Rate | CAGR of 7.17% |
| Study Period | 2020 to 2030 |
| Historical Data | 2020 to 2023 |
| Base Year | 2024 |
| Forecast Period | 2025 – 2030 |
| Forecast Unit (Value) | USD Billion |
| Segmentation |
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| Geographical Segmentation | North America, South America, Europe, Middle East and Africa, Asia Pacific |
| List of Major Companies in Oral Care Market | |
| Customization Scope | Free report customization with purchase |