The global Toothpaste market is expected to enjoy a USD 13.6 billion valuation in 2023, and further expand at a CAGR of 3.8% to reach a valuation of ~USD 19.7 Billion by the year 2033. According to a recent study by Future Market Insights, the fluoride-based product segment is leading the market with a share of about 82.4% in the year 2022, within the global market.
Market Outlook:
| Data Points | Market Insights |
|---|---|
| Market Value 2022 | USD 13.1 Billion |
| Market Value 2023 | USD 13.6 Billion |
| Market Value 2033 | USD 19.7 Billion |
| CAGR 2023 to 2033 | 3.8% |
| Market Share of Top 5 Countries | 53.9% |
| Key Market Players | 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; and Ultradent Products Inc. |
The use of toothpaste is rising with increased awareness. The primary driver of the market is an increase in the consumption of fatty and junk food, tobacco, and other similar causes. Because of the growing understanding of the significance of oral hygiene, it is projected that awareness of dental hygiene will increase rapidly over the years.
Due to several activities to increase knowledge about using various types of toothpaste depending on the condition, such as teeth whitening, anti-sensitivity, etc., the market is predicted to grow.
People are choosing toothpaste with added advantages due to the rising prevalence of dental disorders including periodontitis, which can discolour teeth. This is increasing the market share for the sector. Owing to advancements in the product portfolio, the global market is expected to grow in the forecast period.
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The market value of the market was around 27.7% of the overall ~USD 47.2 Billion of global oral care market in 2022.
The sales of toothpaste products expanded at a CAGR of 2.6% from 2012 to 2022.
Tooth discomfort and cavity among children causes anxiety and tension in both kids and parents. The CDC estimates that in the United States, dental-related infections cause children to miss up to three days of school annually, totalling 51 million missed instructional hours.
As per a research conducted by Marymount University, in 2018, Oral health problems or dental appointments cause employed Americans to miss more than 164 million hours of work each year, with parents missing up to three days of work as a result.
To find out how tooth decay affects daily living, in 2022, Colgate polled more than 20,000 parents in 12 different nations. In the United States, Colgate surveyed 1,800 parents and found that 62% of the kids had cavities, which have a detrimental impact on their emotional, physical, social, and economic well-being.
By connecting dental health to general well-being, Colgate-global Palmolive's study illustrates the urgent need to address the prevalence of cavities as a public health issue. Rising childhood tooth decay fuels a global demand for dental toothpaste.
Thus, considering the above-mentioned factors, the global market is expected to grow at a CAGR of 3.8% during the forecast period from 2023 to 2033.
Preventing oral diseases has become a key issue all around the world. As a result of better research and information, there is improvement in oral health care globally. The number of efforts and programs to advance oral health research has increased over the course of the projection period, which has increased the demand for preventative goods.
The rise of dental clinics in industrialized countries and developing and undeveloped economies has raised the demand for preventive products like toothpaste for sensitivity, which will fuel the market. Given the high prevalence of dental and oral conditions including tooth decay and gum disease, the market will experience lucrative expansion throughout the course of the projected period because of the rising use of various prevention products as a consequence of elevated awareness of oral diseases.
Due to the increased prevalence of dental caries, which is mostly brought on by smoking, bad lifestyle choices, and excessive alcohol use among the young population, the market is anticipated to continue growing over the projected period due to the rising demand for dental products.
The demand for goods like teeth whitening gels and pastes has increased as a result of the widespread usage of teeth whitening solutions, particularly among younger people. Due to rising dental spending and disposable income in both developed and emerging nations, there is an increased demand for preventive dental care solutions.
This demand is expected to create an opportunistic outlook for dental preventative supplies in the near future.
A key factor restraining the demand for the market is the competition from substitute products as the number of firms in the market rises. There are also instances where the rate of return on investment is also subpar.
Due to the low rate of return on investment and the abundance of dental products, notably toothpaste, many businesses have abandoned the industry. The price competition in the market is being impeded by bad labour practises. The market's large volume and low value features further impede investment.
Other than this, dentists in high-income countries treat the bulk of dental caries cases but in contrast, middle- and low-income economies show a different pattern. In these nations, there are comparatively fewer people who practice oral hygiene, which lowers the adoption of the target items.
As the prevalence of disorders like periodontal diseases rises and dental goods are less readily available in low-income countries, the number people with dental issues is projected to rise.
Thus, these abovementioned factors restrain the developmental growth of the market.
The USA dominates the North American region with a total market share of about 88.8% in 2022, and a similar trend is expected over the forecast period.
Due to the advancement in product portfolio and the increased concern of the population for advanced oral care is driving the market growth in the country. The people in the USA are widely conscious to use the right toothpaste as per their requirement.
Hence, the sales of the market in the USA is quite high and is anticipated to grow moving forward.
China is set to exhibit a CAGR of 3.9% in the East Asia market during the forecast period. In 2022, China held a market share of about 56.5% in the East Asia toothpaste market. The presence of many local brands in China, which are widely preferred by the local population, is driving the market in the region.
Thus, considering this factor, the market in China is quite lucrative.
India held around 61.5% market share in the South Asia market in 2022. It is projected to display growth at a lucrative CAGR of 3.9% during the forecast period.
India is one of the leading countries in the toothpaste market because of its increased population. The population of India in 2022 was 1.4 billion, which directly impacts the wider usage of toothpaste as it is a regularly used product.
It has eventually boosted the market in India and is expected to show optimum growth in the forecast period.
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Fluoride-based toothpaste is expected to present high growth at a CAGR of 4.0% by the end of the forecast period, with a market share of about 82.4% in the global market in 2022. Fluoride is a common ingredient in toothpaste as it helps strengthen teeth and prevents tooth decay and cavities. In some cases, some people are allergic to fluoride toothpaste and have to go for fluoride-free toothpaste but in general, the usage of fluoride toothpaste is more common in children and adults which is why the share is more.
Pastes is the most commonly used form and accounted for a revenue share of around 56.3% in 2022. The paste form is expected to grow at a CAGR of 3.8% in the forecast period. The paste form is more effective in cleaning teeth because the aftertaste lasts longer. Also, since the population is more used to the paste form the adoption rate is higher compared to other forms such as gels, powders, tablets, and polishes.
The medium (USD 20-100) price range is the most common and accounted for a revenue share of around 50.8% in 2022. This segment is expected to grow at a CAGR of 3.7% in the forecast period. Currently, the adoption of specialty toothpaste is more compared to ordinary toothpaste which is why the average price range is medium and not lower. The manufacturing brands have also increased the prices depending on the current demand globally.
Specialty toothpaste is the most common and accounted for a revenue share of around 65.3% in 2022. This segment is expected to grow at a CAGR of 4.4% in the forecast period. Currently, the adoption of specialty toothpaste such as toothpaste for sensitivity, cavities, teeth whitening, and other specialty toothpaste is more compared to ordinary toothpaste because of its added advantages. Ordinary toothpaste just helps in cleaning whereas specialty toothpaste helps in teeth whitening, prevents tooth decay and sensitivity and thus is widely preferred.
Adults segment has the prominent market share and accounted for a revenue share of around 79.7% in 2022. This segment is expected to grow at a CAGR of 3.9% in the forecast period. This is mainly because 65 to 66% of the global population are adults and accounted for the wider use of toothpaste, as per the World Population Prospects (2022). The adult population is also more conscious about oral health hygiene and thus the usage is more.
Wholesalers and distributors in the distribution channel segment have a market share of around 27.3% in 2022. This segment is expected to grow at a CAGR of 4.1% in the forecast period. This is mainly because the retailers’ purchase from the wholesales in bulk and the sale is large. They sell the products in large quantities as well as the price is lower and thus is preferred widely.
To increase their global footprint and strengthen their business strategy, the top firms take part in a variety of product launches, expansions, collaborations, mergers, and acquisitions.
The following is a list of the main strategies employed by the key players in the toothpaste market:
Similarly, recent developments related to companies within the toothpaste space have been tracked by the team at Future Market Insights, which are available in the full report.
| Attribute | Details |
|---|---|
| Forecast Period | 2023 to 2033 |
| Historical Data Available for | 2012 to 2022 |
| Market Analysis | USD Billion for Value and Volume (in Mn Kgs) |
| Key Regions Covered | North America; Latin America; Europe; South Asia; East Asia; Oceania; and Middle East & Africa |
| Key Countries Covered | USA, Canada, Mexico, Brazil, Argentina, Germany, Italy, France, United Kingdom, BENELUX, Spain, Russia, India, Indonesia, Malaysia, Thailand, China, Japan, South Korea, Australia, New Zealand, GCC Countries, Türkiye, South Africa, and North Africa |
| Key Market Segments Covered | Product, Form, Price Range, Specialty, Age Group, Distribution Channel, and Region |
| Key Companies Profiled | 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. |
| Pricing | Available upon Request |
The rise of dental clinics in industrialized countries fuels the demand.
China, India, and the United States are estimated to witness high growth.
Competition from substitute products restrains the market.
The global market exhibited a 2.6% CAGR from 2012 to 2022.
Demand for fluoride-based toothpaste increases.
| Market Value for 2024 | USD 3,216.9 million |
|---|---|
| Market Value for 2034 | USD 4,450.8 million |
| Market Forecast CAGR (2024 to 2034) | 3.30% |
| Market Value (2022) | USD 136.4 million |
|---|---|
| Market Value (2032) | USD 292.5 million |
| Market CAGR (2022 to 2032) | 8% |
| Expected Market Value (2022) | USD 5 Billion |
|---|---|
| Expected Market Value (2032) | USD 10.31 Billion |
| CAGR (2022 to 2032) | 7.5% |
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