In 2023, the global toothpaste market is projected to be valued at US$ 13.6 billion, with further growth anticipated at a compound annual growth rate (CAGR) of 3.8%. By the year 2033, it is forecasted to expand to approximately US$ 19.7 billion.
According to the Global Burden of Disease Study 2019, about a third of the world’s population experience dental problems, among whom dental caries is the most common one at the prevalence rate about 2.4 billion. Is it known that more than 2 billion adults worldwide have permanent tooth decay which are two times more than the number of children who have primary tooth decay and that number is 520 million. The majority of low- and middle-income nations today are having to deal with dental problems due to an increasing urbanization and change of the living environment.
The primary reasons for these issues are the accessibility and affordability of foods with high sugar content, inadequate fluoride exposure, and restricted access to community-based oral health care services.
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The promotion of fried, sugary meals and beverages, cigarettes and alcohol has increased consumer use, deteriorated oral health, and increased the prevalence of non-communicable illnesses overall. The rise in oral disorders has prompted a greater global acceptance of various toothpaste types.
Other than this, in the digital era, the influence of celebrities on social media platforms affects the demand for toothpaste globally. As fewer individuals are satisfied with the results of over-the-counter remedies, the picture-perfect culture of social media is increasing demand for these items.
Considering the above-mentioned factors there would be significant growth in the toothpaste market globally.
Business Growth Drivers:
- Increasing Awareness of Oral Hygiene: Growing awareness among consumers regarding the importance of oral hygiene is driving the demand for toothpaste. As people become more health-conscious, they are more inclined to invest in dental care products, including toothpaste.
- Innovative Product Offerings: Continuous innovation in toothpaste formulations, such as whitening, sensitive teeth, herbal, and natural variants, attracts consumers seeking specific benefits. Companies that invest in research and development to introduce new and improved products gain a competitive edge and drive market growth.
- Expanding Distribution Channels: Toothpaste manufacturers are expanding their distribution networks, reaching more consumers through various channels such as supermarkets, pharmacies, online platforms, and convenience stores. Increasing accessibility enhances market penetration and sales.
- Focus on Marketing and Advertising: Effective marketing campaigns and advertising strategies play a crucial role in driving toothpaste sales. Companies invest in promotional activities to educate consumers about their products’ benefits and differentiate themselves from competitors, thereby stimulating demand.
- Growing Population and Urbanization: Population growth, coupled with urbanization trends worldwide, contributes to the expansion of the toothpaste market. As more people migrate to urban areas, the demand for personal care products, including toothpaste, rises due to higher disposable incomes and better access to healthcare facilities.
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Industry Restraints:
- Intense Competition: The toothpaste market is highly competitive, with numerous established players and new entrants constantly vying for market share. Intense competition often leads to price wars and reduced profit margins, posing challenges for companies operating in the sector.
- Regulatory Compliance and Ingredient Restrictions: Toothpaste manufacturers must adhere to stringent regulations regarding product safety, labeling, and ingredient restrictions imposed by regulatory authorities. Compliance with these regulations incurs additional costs and may limit the introduction of certain ingredients or formulations, affecting product innovation.
- Price Sensitivity: Despite the essential nature of toothpaste, consumers can be price-sensitive, especially in regions with lower disposable incomes. Economic downturns or fluctuations in consumer purchasing power may lead to decreased demand for premium toothpaste variants, impacting overall market growth.
- Threat of Substitutes: The availability of alternative oral care products, such as mouthwash, dental floss, and natural remedies, poses a threat to the toothpaste market. Consumers may switch to alternative products or reduce their usage of toothpaste, particularly in response to marketing claims or trends favoring natural or DIY oral care solutions.
- Consumer Preferences and Health Concerns: Changing consumer preferences, including a shift towards organic, natural, and sustainable products, present challenges for traditional toothpaste manufacturers. Additionally, increasing concerns about certain ingredients commonly found in toothpaste formulations, such as fluoride or artificial preservatives, may influence purchasing decisions and restrict market growth unless addressed appropriately by manufacturers.
Key Takeaways from the Market Study:
- Fluoride based toothpaste dominated the market with an 82.4% market share as the product segment within the toothpaste market in 2022. The fluoride-based toothpaste has a wider acceptance rate among patients and thus the adoption rate is higher compared to fluoride-free toothpastes.
- Pastes accounted for 56.3% of the market share in 2022. Pastes are being widely used among the population compared to other forms and thus the market share is high.
- Medium (US $ 20-100) accounted for 50.8% of the market share in 2022. The majority of toothpaste are in the medium price range and thus the market share is high.
- Specialty toothpaste accounted for 65.3% of the market share in 2022. Currently, specialty toothpaste is preferred over ordinary toothpaste because of its advantages and thus the market share is high.
- Adults accounted for 79.7% of the market share in 2022. The adult population is more compared to kids and thus the market share is high.
- Wholesalers/distributors accounted for 27.3% of the market share in 2022. The wholesalers or distributors sell the products in bulk to retailers and thus the sales rate is higher.
- South Asia dominates among the seven regions, with a market share of 24.9% in 2022. The increased population in the region leads to an increasing market share in South Asia, when compared to the other regions in the world.
“Advancements in product portfolio and high-quality products in the toothpaste market is set to increase the sales of toothpaste across the globe,” says an analyst of Future Market Insights.
Market Competition
Due to the increased presence of major participants in the industry, the toothpaste market is very fragmented. The market for toothpaste is very large because it encompasses a wide range of products.
The strategies that are commonly followed by the key players include product launches, partnerships, training expansions, collaborations, acquisitions, and mergers.
- On February 8, 2021 Ultradent partners with American Orthodontics.
- On November 1, 2018, Colgate launched UK Recycling Solution for oral care products and packaging
Key players are –
- The Procter and Gamble Company
- Unilever PLC
- Johnson & Johnson
- The Colgate Palmolive Company,
- GlaxoSmithKline PLC (GSK)
- Church and Dwight Co., Inc.
- Henkel AG & Company, KGaA
- Patanjali Ayurveda Ltd
- Amway Corporation
- Lion Corporation
- Ultradent Products Inc.
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Key Market Segmentations:
Product:
- Fluoride Based
- Fluoride Free
Form:
- Pastes
- Gels
- Powders
- Tablets
- Polishes
Price Range:
- High (US $ 100-250)
- Medium (US $ 20-100)
- Low (Below US $ 20)
Specialty:
- Ordinary Toothpaste
- Specialty Toothpaste
- Sensitive Teeth
- Cavity Teeth
- Teeth Whitening
- Other Specialty Toothpaste
Age Group:
- Kids
- Adults
Distribution Channel:
- Institutional Sales
- Hospitals
- Clinics
- Other Healthcare Facilities
- Wholesalers/Distributors
- Hypermarkets/Supermarkets
- Specialty Stores
- Drug Stores and Pharmacies
- Convenience Stores
- Online Retailers
- Other Sales Channel
Region:
- North America
- Latin America
- Europe
- South Asia
- East Asia
- Oceania
- Middle East and Africa (MEA)
Author
Sneha Varghese (Senior Consultant, Consumer Products & Goods) has 6+ years of experience in the market research and consulting industry. She has worked on 200+ research assignments pertaining to Consumer Retail Goods.
Her work is primarily focused on facilitating strategic decisions, planning and managing cross-functional business operations, technology projects, and driving successful implementations. She has helped create insightful, relevant analysis of Food & Beverage market reports and studies that include consumer market, retail, and manufacturer research perspective. She has also been involved in several bulletins in food magazines and journals.
About Future Market Insights (FMI)
Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of ~400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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