Global Toothpaste Market Report and Forecast 2024-2032

Global Toothpaste Market Size

The global toothpaste market reached approximately USD 21.67 billion in 2023. The market is projected to grow at a CAGR of 4.0% between 2024 and 2032, reaching a value of around USD 29.66 billion by 2032.

Toothpaste Market Outlook

• There is a rising demand for specialised toothpaste formulations that address specific oral health concerns such as cavity protection.

• Consumers are increasingly seeking toothpaste with natural ingredients, free from harsh chemicals, artificial colours, and flavours.

• Toothpaste brands are leveraging social media, influencer partnerships, and online retail channels to reach consumers and drive sales.

Toothpaste Market Growth Rate

Toothpaste is a thick paste or gel-like substance that is used with a toothbrush to maintain the oral hygiene of a person. Its primary function includes removing food particles and plaque from teeth, preventing tooth decay, and providing fresh breath.

Increasing awareness about oral hygiene and the importance of maintaining good dental health is a significant driver of the toothpaste market growth. As people become more educated about the link between oral health and overall well-being, they are more likely to invest in quality toothpaste products. As disposable income levels rise, especially in emerging economies, consumers are more willing to spend on premium and specialised toothpaste products. Government and non-governmental organisations' initiatives to promote dental health, such as school dental care programs and public awareness campaigns, can also increase the usage of toothpaste and propel the overall market growth over the years.

Key Trends and Developments

Growing demand for organic or natural toothpaste; incorporation of whitening agents; incorporation of innovative ingredients; and collaboration of market players with influencers and dentists are the major trends impacting the toothpaste market expansion

March 18th, 2024

Sensodyne, a leading oral care brand, expanded its product range by launching a new premium extension called Clinical White.

January 19th, 2024

Whites Beaconsfield, the UK's leading provider of non-peroxide natural teeth whitening products, launched the first innovative toothpaste in the country specifically designed for veneers.

October 12th, 2023

Colgate-Palmolive India announced a new toothpaste called "Visible White," aiming to redefine oral beauty.

October 12th, 2023

Ashland, a leading speciality chemicals company, launched a new product called Gantrez Soja Delivery System designed for toothpaste and mouthwash applications.

Growing demand for organic or natural toothpaste

Toothpaste which is absent of any artificial sweeteners, sulphates, and parabens, among other harsh ingredients is growing in demand.

Incorporation of whitening agents

Several toothpaste brands are incorporating whitening agents such as hydrogen peroxide, carbamide peroxide, and mild abrasives, which can lighten or remove surface stains and brighten teeth.

Incorporation of innovative ingredients

Ingredients such as nano-hydroxyapatite (nHAp) can remineralise and repair teeth, retain healthy bacteria, and remove bacteria and plaque from teeth.

Collaboration of market players with influencers and dentists

Collaboration increases brand awareness and can increase the total number of customers through advertisements and social media campaigns.

Toothpaste Market Trends

Consumers are becoming increasingly aware of the potential health risks associated with certain chemicals and artificial ingredients in personal care and are increasingly seeking out cruelty-free, vegan, and plant-based toothpaste, which does not cause detrimental effects on teeth. Moreover, as environmental consciousness rises, consumers are looking for products that are not only safe for their health but also have a minimal environmental impact. Toothpaste free from harsh chemicals is often seen as more eco-friendly.

Key players in the toothpaste market are launching new products with innovative ingredients to expand their market reach. Colgate-Palmolive India announced a new toothpaste called "Visible White" in October 2023 which reflects the company's effort to tap into the growing demand for cosmetic dental care products.

Toothpaste Industry Segmentation

“Toothpaste Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Conventional Toothpaste

• Teeth Whitening Toothpaste

• Sensitive Toothpaste

• Herbal Toothpaste

• Others

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets

• Convenience Stores

• Pharmaceutical and Drug Stores

• Online Stores

• Others

Market Breakup by End-Use

• Adults

• Kids

Market Breakup by Region

• North America

• Europe

• Asia Pacific

• Latin America

• Middle East and Africa

Toothpaste Market Share

Conventional toothpaste accounts for a major portion owing to its widespread availability

Conventional toothpaste holds the highest market share globally. This toothpaste is the standard, all-purpose toothpaste that most people use for daily oral hygiene and it usually contains fluoride to prevent tooth decay and may include other ingredients to reduce plaque, freshen breath, and clean teeth.

Teeth whitening toothpaste is anticipated to gain robust growth in the upcoming years. With the growing emphasis on cosmetic dentistry and the desire for a brighter smile, teeth-whitening toothpaste has become increasingly popular as these products contain mild abrasives or chemical agents that help remove surface stains on teeth.

The adult segment maintains its dominance in the market due to the wide range of oral concerns among adults

Adults occupy a significant portion of the global share of the toothpaste market due to a wide range of oral health concerns among adults as compared to children. The high consumption of alcohol, tobacco, soda, and sweet beverages can have a severe impact on the oral health of adults, boosting the demand for efficient and high-performance toothpaste. Oral hygiene is also a well-established routine for most adults, with regular tooth brushing being an integral part of daily personal care and this consistent habit ensures a steady demand for toothpaste.

Meanwhile, the demand for toothpaste among children is expected to witness considerable growth in the toothpaste market in the forecast period as their teeth are still in the development stage and require proper oral care. Toothpaste manufacturers are creating products specifically tailored for children, with appealing flavours like bubblegum, strawberry, and grape, and packaging featuring popular cartoon characters. These kid-friendly formulations make brushing more enjoyable for children and encourage regular use.

Leading Providers of Toothpaste Globally

The market players are introducing novel products to stay ahead in the competition, further increasing their collaboration efforts to meet the evolving regulatory landscape

Amway Corp., established in 1959, is a multinational company of beauty, homecare, and health products, based in Michigan, the United States.

Avon Products Inc. is a personal care company, founded in 1969 with its headquarters in São Paulo, Brazil, and its portfolio includes cleansers, and hygiene products, among others.

Colgate-Palmolive Company, incorporated in 1806, is one of the major distributors of household, healthcare, dental, and personal care products, among others.

Unilever Plc is a British multinational consumer goods company with a diverse portfolio of products that includes food and beverages, cleaning agents, beauty products, and personal care items.

Other market players include The Procter & Gamble Company, GSK plc, Henkel AG & Co. KGaA, Lion Corporation, Patanjali Ayurved Ltd., and SNOW COSMETICS LLC, among others.

Toothpaste Market Analysis by Region

The Asia Pacific accounts for a substantial share of the global market owing to the growth in population in the region. The surge in oral health issues among a sizeable percentage of the regional demographic also offers lucrative opportunities to the market. The shift in consumer preference towards functional and speciality toothpaste that addresses their specific teeth issues such as sensitivity, staining, poor gum health, and cavity problems, is also a major factor driving the market expansion in the region.

North America is anticipated to gain robust growth in the toothpaste market in the forecast period as it has a high level of awareness regarding oral health, with regular dental check-ups and oral hygiene being a standard part of most people's health routines and this awareness sustains a steady demand for toothpaste as a fundamental oral care product.

Key Highlights of the Report

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Toothpaste Market Report Snapshots

Toothpaste Market Size

Toothpaste Market Growth

Toothpaste Market Trends

Toothpaste Market Share

Toothpaste Manufacturers

Toothpaste Market Regional Analysis