The Europe oral care market was valued at USD 10.33 Billion in 2025. The industry is expected to grow at a CAGR of 3.30% during the forecast period of 2026-2035 to reach a value of USD 14.29 Billion by 2035. The market growth is strongly driven by the increasing awareness that oral health is closely linked to overall wellbeing, making preventive oral care a growing priority among consumers.
The highest prevalence of significant oral diseases in the world exists in Europe, and more than half of the adults suffer from dental caries, periodontal disease, and tooth loss. Owing to the high prevalence of diseases, consumers are emphasizing the importance of healthy gums and teeth to a larger extent, which drives the demand for Europe oral care market.
Large scale research, reported at EuroPerio11 and based on information from over 500,000 participants in the UK Biobank, revealed people with symptoms of gum disease such as bleeding gums, sore gums, or loose teeth are much more likely to live with multiple long-term health conditions. Sore gums were the strongest predictor and emphasized the need for prompt attention and preventative dental care.
These discoveries are motivating consumers to spend on good oral care products like toothpaste, mouthwash, and toothbrushes, which, in turn, is driving growth for the Europe oral care market.
Besides this, aging populations, being more vulnerable to chronic health conditions as well as gum disease, are driving the increasing adoption of preventive products. Dentists are also focusing on frequent screenings and early detection to enhance oral and overall health results. In all, high prevalence of disease, increased health awareness, and higher expenditure on preventive products are driving the Europe oral care market growth.
Base Year
Historical Period
Forecast Period
There is a growing demand for targeted oral care products such as specialised toothpaste and antibacterial mouthwashes that are designed to manage and manage oral health issues such as periodontitis. Reportedly, nearly 50% of the European population suffer from some form of periodontitis and over 10% have severe disease.
The growing prevalence of oral health issues is expected to bolster the focus on preventative oral care, surging the demand for prevention-focused oral care products. As per the British Dental Association, there are over 12 million adults with unmet dental needs in the United Kingdom. This is prompting customers to seek over-the-counter solutions such as at-home whitening kits, mouthwashes, and toothpaste for sensitive teeth to manage oral health at home and address common issues such as cavities, gum diseases, and tooth sensitivity.
Electric toothbrushes are gaining significant popularity due to their superior cleaning efficacy, improved plaque removal, and reduced risk of gum diseases such as gingivitis. Reportedly, 12 million individuals in the United Kingdom use an electric toothbrush. This is prompting key players in the Europe oral care market to develop electric toothbrushes with advanced features like multiple brushing modes and pressure sensors, among others.
Compound Annual Growth Rate
3.3%
Value in USD Billion
2026-2035
*this image is indicative*
Government and policy-level support is proving to be a major driver for the Europe Oral Care Market. In February 2024, the Platform for Better Oral Health in Europe (PBOHE) published its manifesto, calling on EU policymakers to give priority to oral health in non-communicable disease strategies, invest in research through programmes such as EU4Health and Horizon Europe, and make universal access to key oral healthcare a reality. Through the promotion of preventive care, integrated healthcare teams, and workforce training, these actions heighten awareness and accessibility, leading to wider use of oral care products like toothpaste, toothbrushes, mouthwash, and dental accessories among European populations.
Technology innovation is actively influencing the Europe oral care market because consumers are increasingly looking for effective and personalized oral hygiene solutions. Oclean's April 2024 introduction of the X Ultra WiFi Smart Sonic Toothbrush in Europe exhibits this trend, providing AI-driven voice coaching, Visible Brushing technology, and real-time, personalized feedback via the Oclean Care+ App. By offering a variety of cleaning modes, durable battery life, and hygienic design characteristics, these smart toothbrushes actively enhance brushing habits, enhance daily oral care routines, and boost technology-driven oral care products demand.
European consumers greatly value products with environmentally friendly, aesthetically pleasing, and innovative packaging that improves product experience and deepens brand connection. Packaging is not only functional anymore but also a vital element in forming consumer impressions, deepening brand connection, and making purchasing decisions. Citing a notable example pointing towards this change, in July 2025, Unilever collaborated with Graphic Packaging International to re-launch its WHITE NOW toothpaste portfolio using FSC-certified recycled paperboard and high-quality holographic finishes to position it as more attractive to the consumers.
Growing demand for more sophisticated oral care products that avoid implant failures and peri-implantitis is propelling innovations in Europe's dental industry. Patients are looking more for solutions that surpass traditional brushing to support the long-term success of dental implants, and therefore preventive solutions are a top priority. To that end, Koite Health entered a collaboration with Megagen Iberia in October 2024 to bring Lumoral to Spain, providing an antibacterial home treatment that minimizes bacterial plaque and boosts implant care, and creates a new standard for preventive oral health solutions.
With numerous individuals suffering from anxiety, motor coordination issues, and restrictions on proper oral hygiene, companies are placing greater emphasis on making dental care more inclusive. According to reliable reports, 36% of individuals with visible and non-visible disabilities express anxiety or frustration regarding a visit to the dentist, making inclusive practices a priority. The Oral-B Disability Champions Award Programme debuted in May 2024, in association with iADH, as an example of this movement by inviting dental practices in Europe to hire trained dental care professionals who make the experience of patients and caregivers more welcoming and disability-friendly.
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The EMR’s report titled “Europe Oral Care Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Key Insight: Toothpaste is the largest product type in the Europe Oral Care Market, driven by growing preventive oral care awareness and increasing demand for whitening and natural formulations. Electric toothbrushes are the fastest-growing category, fueled by advanced cleaning technologies and smart features. Manual toothbrushes hold a steady share, while gels and powders attract niche consumer preferences. Mouthwash, both medicated and non-medicated, is gaining popularity for daily hygiene, and denture products, fixatives, cleaners, and other specialized items are expanding due to rising oral care consciousness across diverse consumer groups.
Market Breakup by Dental Accessories
Key Insight: Cosmetic dental products lead the dental accessories segment in the Europe Oral Care Market, driven by growing aesthetic awareness and lifestyle-oriented oral hygiene. Dental flosses follow closely, benefiting from preventive care trends and increasing consumer education on gum health. Tongue scrapers and breath fresheners are witnessing steady growth, propelled by rising demand for comprehensive oral hygiene solutions. Other accessories, including interdental brushes, are also gaining attention. Overall, the dental accessories segment is expanding as consumers seek both functional and cosmetic oral care products to maintain health and confidence.
Market Breakup by Distribution Channels
Key Insight: Supermarkets and hypermarkets remain the largest distribution channels in the Europe Oral Care Market, offering extensive product variety and competitive pricing that attract mass consumers. Specialty stores and convenience stores support niche and immediate-purchase needs, while online retailers represent the fastest-growing channel, driven by digital adoption and e-commerce convenience. Other channels, such as pharmacies and direct-to-consumer outlets, complement the market by providing targeted oral care products. The growth across channels ensures widespread accessibility and supports overall market expansion.
Market Breakup by Region
Key Insight: Germany is the largest market in the Europe Oral Care sector, owing to high consumer awareness and strong retail infrastructure. The United Kingdom follows closely, driven by innovative oral care products and rising preventive care adoption. France, Italy, and Spain are experiencing steady growth, with increasing demand for natural, whitening, and technologically advanced oral care solutions. Rising disposable incomes, lifestyle changes, and government oral health initiatives across these regions continue to propel market expansion, positioning Europe as a dynamic and rapidly evolving oral care market.
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By product type, toothpastes witness high demand
Toothpaste accounts for the largest share in the Europe oral care market driven by growing preventive oral care awareness as consumers prioritize protecting enamel, preventing cavities, and maintaining overall oral health. Brands are responding with targeted innovations that combine efficacy and lifestyle appeal. For example, Sensodyne Pronamel launched its Active Enamel Shield range in June 2024, available in Fresh Mint and Whitening variants at Tesco. Such launches highlight how product innovation address health concerns and aesthetic preferences, thereby addressing the consistently rising product demand.
Meanwhile, electric toothbrushes is the fastest-growing category in the Europe oral care market driven by rising consumer demand for advanced, technology-enabled oral care solutions. Features such as AI-guided brushing, multiple cleaning modes, and personalized feedback are encouraging users to shift from manual to electric brushing. Citing an instance, in January 2025, Oral-B launched its iO Series 2 (iO2) in Berlin, designed for manual toothbrush users seeking an accessible, innovative experience. Such product innovations are accelerating adoption.
By dental accessories, cosmetic dental products record notable growth
Cosmetic dental products are witnessing the highest demand in the Europe oral care market, driven by rising consumer focus on aesthetics and lifestyle-oriented oral care. Growing demand for whitening strips, enamel repair kits, and smile-enhancing solutions reflects this shift toward appearance-driven choices. For example, in March 2024, Colgate expanded its Optic White range in Europe, introducing advanced whitening pens and LED devices for at-home use. Such innovations demonstrate how brands are aligning with consumer aspirations for clean and bright teeth.
Besides this, the dental flosses are gaining robust momentum in the Europe oral care market, supported by the growing education around gum health. Consumers are increasingly adopting floss as part of daily routines, especially with the rise of eco-friendly options that align with sustainable lifestyles. In recent years, brands such as Brushd, Wild & Stone, Parla, and Acala introduced biodegradable flosses made from compostable silk, bamboo, and refillable containers, catering to environmentally conscious buyers. This combination of preventive health benefits and sustainability further boosts segment growth.
By distribution channel, supermarkets and hypermarkets amass significant revenue
Supermarkets and hypermarkets distribution channel generates the highest amount fo revenue in Europe oral care market due to the availability of extensive product variety, competitive pricing, and convenience, attracting consumers for everyday oral care purchases, including toothpaste, toothbrushes, and mouthwash. Leading oral care market players such as GlaxoSmithKline and Pierre Fabre have strengthened their presence in these channels, offering a wide range of products that cater to both mainstream and premium segments, further supporting industry growth.
On the other hand, online retail is the fastest-growing channel in the Europe oral care market as increasing digital adoption and e-commerce convenience reshape consumer shopping habits. Customers are progressively purchasing oral care products online, from electric toothbrushes to specialty toothpastes, benefiting from doorstep delivery and detailed product information. In recent years, companies such as Lactona Europe and Johnson & Johnson expanded their online platforms and direct-to-consumer campaigns, while tech-enabled oral care brands leveraged app connectivity to drive engagement.
By Region, Germany leads the market growth
Sustainability is emerging as a major driver in the Europe oral care market, with Germany dominating the region due to its proactive adoption of environmentally friendly dental practices. Dental clinics and professionals are increasingly integrating energy-efficient operations, waste reduction, and eco-friendly materials into routine care. The European Federation of Periodontology’s Responsible Periodontology and Sustainability program, highlighted in May 2025, provides guidance and resources to implement these practices. As climate change impacts healthcare and public health, sustainable dentistry encourages innovation and consumer trust, positioning Germany as a leader in responsible oral care solutions.
Public health initiatives and preventive care awareness are driving the Europe oral care market, with the United Kingdom following closely behind Germany. In July 2024, the NHS partnered with Asda to display mouth cancer symptom guidance on toothpaste and mouthwash packaging, effectively reaching consumers during everyday oral care routines. This initiative educates users on potential warning signs and emphasizes early consultation with dentists or GPs. By promoting awareness-driven preventive care, the program enhances oral health outcomes, supports timely diagnosis, and strengthens consumer confidence in functional oral care products across the United Kingdom market.
Top oral care companies in Europe are actively focusing on product innovation and portfolio expansion to meet evolving consumer needs, particularly in preventive and advanced oral care. Major Europe oral care market players such as Colgate-Palmolive, Procter & Gamble, and Johnson & Johnson are introducing specialized toothpaste and mouthwash variants targeting enamel protection, sensitivity, and whitening. These efforts are supported by extensive research and development, leveraging scientific advancements to enhance efficacy while maintaining consumer trust and brand loyalty, positioning them competitively in the market.
To strengthen their presence in the Europe oral care market, companies are also pursuing strategic collaborations, acquisitions, and targeted marketing campaigns. For instance, Unilever’s acquisition of regional oral care brands and launch of innovative products like Pepsodent variants demonstrates a focus on expanding reach and diversifying offerings. Additionally, players are embracing e-commerce, digital engagement, and sustainability-driven initiatives to appeal to tech-savvy and environmentally conscious consumers, ensuring continued growth while addressing both functional and lifestyle-driven oral care demands across Europe.
Founded in 1806 and headquartered in New York, United States of America, Colgate-Palmolive has grown into a global leader in oral care, offering an extensive portfolio of toothpaste, toothbrushes, and mouthwash products that combine innovation, efficacy, and trusted dental health solutions to meet the needs of consumers worldwide.
Headquartered in London, United Kingdom, and established in 1929, Unilever delivers a diverse range of oral care products, including well-known brands like Pepsodent and Closeup, focusing on sustainable practices and innovative formulations that cater to evolving consumer preferences across Europe and beyond.
Procter & Gamble, founded in 1837 in Cincinnati, United States, has become a multinational powerhouse in consumer goods, with its oral care portfolio, including Crest and Oral-B, emphasizing both preventive and technologically advanced dental solutions that reach millions of users globally.
Established in 1886 and based in New Brunswick, United States, Johnson & Johnson provides a wide array of oral care products that target both preventive and therapeutic needs, combining decades of research with trusted brand recognition to support overall dental health and hygiene.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the Europe oral care market include Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL) and Lactona Europe BV among others.
Explore the latest trends shaping the Europe Oral Care Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Get a free sample report or contact our team for customized consultation on Europe Oral Care Market Trends 2026.
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In 2025, the Europe oral care market reached an approximate value of USD 10.33 Billion.
The market is projected to grow at a CAGR of 3.30% between 2026 and 2035.
Key strategies driving the market include product innovation in preventive and advanced solutions, portfolio expansion through acquisitions, and sustainability-led initiatives such as eco-friendly packaging. Companies are also enhancing their presence across retail and online channels while leveraging digital engagement to connect with health-conscious and environmentally aware consumers.
The key trends driving the market are the growing ageing population and increased expenditure on dental hygiene.
Germany holds the largest share in the Europe oral care market, supported by high consumer awareness, strong retail infrastructure, and leadership in sustainable dental practices, while the United Kingdom follows closely due to rising preventive care adoption and innovative public health initiatives.
Toothpaste is the dominant type of product in the market.
The leading distribution channels in the market are supermarkets/hypermarkets, speciality stores, convenience stores, and online retailers, among others.
The key players in the market include Colgate-Palmolive Company, Procter & Gamble Company, Unilever PLC, Johnson & Johnson Services, Inc., Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL), Lactona Europe BV, and other prominent regional and international companies.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment
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| Breakup by Product Type |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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