Oral Care Market Size & Forecast

The global oral care market is expanding steadily, driven by a combination of health awareness and innovation. One of the key reasons behind this growth is the rising prevalence of dental issues like gum diseases and dental caries. Alongside, there's a growing consciousness among consumers about maintaining good oral hygiene, increasing demand for cosmetic dental products, and a notable shift toward eco-friendly solutions. Natural and herbal oral care alternatives are becoming more mainstream, and advancements in technology are opening new doors in this industry. Products like electric toothbrushes, AI-enabled dental devices, and skincare-inspired oral hygiene items are now trending across the market. However, concerns over harmful chemical ingredients in oral care products are slowing down progress to an extent. The lack of awareness about specialized products also presents a challenge for the industry.

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Oral Care Market Growth Drivers

Increasing Prevalence of Gum Diseases and Dental Caries
Oral health conditions continue to be a major health challenge worldwide, impacting nearly 3.5 billion individuals. Data from the Global Burden of Diseases highlights that untreated dental caries in permanent teeth is the most widespread health issue globally. It predominantly affects children and adults in developing regions. To address these problems, a range of oral care products and diagnostic tools have been developed. For example, in June 2023, Incisive Technologies Pty Ltd. from Australia received FDA 510(k) clearance for BluCheck, a caries detection solution that visibly highlights active cavities using a blue tint.

In addition, various lifestyle and health factors like smoking, age, stress, diabetes, medication, and poor hygiene are associated with periodontal diseases. People with diabetes, in particular, face increased risks due to slower healing, dry mouth, and a higher chance of fungal infections. This dry environment promotes ulcers, tooth decay, and overall oral deterioration. Elevated blood sugar levels can lead to sugar-rich saliva, which bacteria thrive on, leading to acid build-up and tooth decay. These combined factors are fueling global demand for preventive oral health products and treatments.

Rising Consumer Awareness Regarding Oral Care Products
Oral hygiene products help in preventing dental caries, gum infections, and keeping the mouth fresh and healthy. They are crucial not only for medical reasons but also for maintaining personal well-being and confidence. The global market is seeing increased activity in terms of product innovation and awareness campaigns. For instance, in February 2022, Colgate-Palmolive launched an initiative to help individuals assess and enhance their oral health quotient (OQ). The company pledged over USD 100 million for global oral health awareness over five years.

Similarly, global awareness efforts like the World Oral Health Day campaign (2024–2026), initiated by FDI World Dental Federation, aim to educate people on oral hygiene habits and disease prevention techniques.

Oral Care Market Trends

Increasing Adoption of Electric Toothbrushes
Though manual toothbrushes remain widely used, electric toothbrushes are becoming more popular due to their advanced features. These motorized brushes provide rapid bristle motion and more effective plaque removal. Their benefits include pressure sensors, ease of use, Bluetooth connectivity, and superior cleaning.

Electric toothbrushes also serve people with limited mobility or physical disabilities. In September 2023, CURADEN AG introduced the Samba electric toothbrush, which uses dynamic brushing motion to ensure thorough cleaning. Earlier, in March 2022, Colgate-Palmolive India also launched a line of sonic technology toothbrushes that outperform regular manual ones in terms of cleaning.

Introduction to Skincare-Inspired Oral Care Products
Skincare has always involved products like serums and creams, and this philosophy is now entering oral care. Tooth creams, balms, and masks are being developed with similar skincare benefits in mind. These products are often enhanced with ingredients like collagen, probiotics, and niacinamide to support tooth whitening and breath freshening. Particularly in markets like Japan, South Korea, and China, such ingredients are rapidly gaining popularity.

Oral Care Market Opportunity

Shift Towards Natural and Herbal Oral Care Products
Consumers today are more conscious about the ingredients used in their personal care items. As a result, there's a clear trend toward herbal and naturally derived products. These include toothpaste, gels, rinses, and even sustainable toothbrushes. Natural products are seen as safer, more sustainable, and gentler on teeth and gums.

According to AlixPartners, 64% of consumers consider it essential to purchase "clean" or natural personal care products. These products typically offer benefits such as eco-friendliness, antibacterial properties, recyclable packaging, and holistic health advantages.

Technological Advancements in Oral Care Products
Technological innovations are redefining how oral care products function and deliver results. Smart toothbrushes with AI-enabled tracking systems and mobile app connectivity are growing in popularity. These devices not only improve brushing habits but also offer personalized insights and alerts. Technologies like oscillating-rotating toothbrushes, water flossers, and interdental cleaning tools are enhancing the overall user experience. As the market continues to embrace digital health solutions, the opportunity to expand the reach of advanced oral care tools is massive.

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Oral Care Market Analysis: Key Findings

By Product: Toothpastes Lead the Market
Toothpaste holds the largest market share—36.7% in 2025. Toothpaste products come in various forms like pastes, gels, powders, and are vital for everyday oral hygiene. Increased awareness about dental care, the rise of natural ingredients, and the number of dental conditions globally are contributing factors.

Toothbrushes, however, are projected to witness the fastest growth due to technological evolution, including battery-operated and chewable options. Their appeal spans across all age groups, especially children and elderly populations.

By Age Group: Adults Dominate Consumption
Adults are expected to make up the largest consumer segment in 2025. Factors contributing to this include the prevalence of gum problems in adults, frequent visits to dentists, and easier access to oral care information via the internet and social media. Compared to children, adults are more proactive in purchasing a variety of oral care products.

By End User: Supermarkets/Hypermarkets Take the Lead
With a 38.1% market share in 2025, supermarkets and hypermarkets are the leading retail channels for oral care. These stores offer a wide range of options, pricing flexibility, and accessibility. The frequency of discounts and promotions also boosts sales through these outlets.

Geographical Analysis

North America Leads the Oral Care Market
In 2025, North America is forecasted to hold a 31.8% market share. Strong presence of major brands, government health programs, technological adoption, and growing consumer interest in sustainable and aesthetic dental products all contribute to this dominance.

Trends in this region include a rise in demand for fluoride-free toothpaste and eco-friendly brushes. Cosmetic dental products like whitening strips and gels are also gaining popularity due to influencer-driven marketing. Leading brands like Colgate-Palmolive, P&G, and Johnson & Johnson continue to invest in innovations like AI-connected toothbrushes and subscription kits.

Asia-Pacific Shows Highest Growth Potential
Asia-Pacific is projected to grow at the fastest rate. Countries like China, India, Japan, and South Korea are seeing rising oral health awareness, improved healthcare access, and urbanization. Increasing aesthetic consciousness, driven by social media and celebrity influence, is fueling demand for premium dental products like whitening strips and smart toothbrushes. These trends are especially evident among younger urban populations.

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