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The mouthwash market size is forecast to increase by USD 2,080.81 million, at a CAGR of 7.01% between 2022 and 2027.
The growth of the market depends on several factors, including innovation and portfolio expansion, an increase in awareness about oral health, and the rise in demand for products for specific oral concerns. It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The increase in awareness about oral health is notably driving the market growth, although factors such as the availability of counterfeit products degrading brand value may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The increase in awareness about oral health is notably driving market growth. Companies in the market are creating awareness about the importance of these products in oral care routines. This item aids in boosting the brushing and flossing experience. While some consumers use this item before brushing and flossing as it helps in easier removal of food particles, others prefer using it after brushing as it can provide protection against germs and bacteria that brushing and flossing failed to remove and can even prevent the formation of plaque.
Furthermore, companies in the market are also promoting their item as a quick and easy solution for protection against germs. In February 2022, Colgate announced launching a public health initiative to empower people to Know Your OQ to understand and improve their health quotient. The company launched this initiative to make people aware of their health quotient and understand the links between health and overall health and well-being. Thus, factors like these will drive the demand for the global rinse market during the forecast period.
The growing popularity of private-label brands is an emerging trend in the market. Retailers are selling different types of products under their private-label brands to improve profitability. Major retailers are introducing their brands of products, such as herbal products and alcohol-free products globally, and are capitalizing on the growing demand for mouthwash products among consumers. For instance, Walgreens Co. offers Walgreens Antiseptic Mouthwash Fresh Mint and Walgreens Antiseptic Mouthwash Refreshing.
Moreover, private-label products are priced less than branded products. Hence, price-sensitive consumers are more likely to purchase such products. Additionally, supermarket chains have also started allocating more shelf space to private-label offerings and are undertaking in-house marketing and promotional activities. Therefore, such factors will support the growth of the global oral rinse market during the forecast period.
The availability of counterfeit products is a major challenge impeding the market growth. Numerous regional and international companies are present in the global market that manufacture and offer a variety of innovative and high-quality products. The availability of counterfeit products is one of the main factors impeding the growth of the market. It also degrades the brand value and adversely affects the consumer base of a genuine company.
The threat of counterfeit products has increased rapidly over the years. Consumers are unable to distinguish between original and fake products that are available in the same packaging. Moreover, counterfeit hygiene products may have petrochemicals, diethylene glycol, and other toxic chemicals that can affect the health of the user. Therefore, the presence of such products affects the brand value and limits the volume of sales of a company. Therefore, these factors will negatively affect the growth of the global market during the forecast period.
The report includes the adoption lifecycle of the oral rinse market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the oral rinse market.
Kao Corp. - The company operates under two segments including hygiene and living care, and health and beauty care with a high focus on hygiene and living care. The company under this segment?offers fabric care, home care, and sanitary products. The company's key offerings include?mouthwash under its brand Clear Clean.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Qualitative and quantitative market growth analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market share growth by the offline segment will be significant during the forecast period. The offline distribution channel includes hypermarkets and supermarkets, department stores, drug stores, and pharmacies. The expansion of business activities and a rise in the number of hypermarkets, supermarkets, specialty stores, and department stores of major retailers boosted the sales in these retail formats and significantly contributed to the oral rinse market growth in 2022.
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The offline segment was valued at USD 3,581.89 million in 2017 and continued to grow until 2021. Owing to the expansion of different retailing formats across the world, the demand for mouth care products is expected to increase during the forecast period. Various retailers, especially organized retailers, are expanding their stores in the local and regional markets to increase sales through offline channels. Additionally, the manufacturers also sell their products through all the offline retailing formats. This scenario intensifies market competition. Hence, retailers are introducing new business and retail strategies due to the competitive market and the declining preference for offline shopping. Furthermore, companies push offline sales by widening their operations at different locations. This helps them generate and sell products efficiently and cater to each consumer category in large geographic areas. Therefore, the above-mentioned drivers will fuel the global market during the forest period.
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North America is estimated to contribute 33% to the growth of the global oral rinse market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
The penetration of oral products is high in developed countries such as the US and Canada. Most consumers in the US seek teeth-whitening products that fight against germs and freshen their breath. The rising awareness of oral and dental health disorders such as periodontal disease, oral-facial pain, tooth decay, tooth loss, and plaque formation further contributes to the sales of oral hygiene products. To create awareness of the possibilities of such health disorders, the governments of various countries in the region and companies are collaborating to organize oral health campaigns. Therefore, the above-mentioned factors are expected to drive the growth of the market in the region during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides a market research and growth analysis of the latest market trends and growth opportunities from 2017 to 2027.
This product, endorsed by reputable entities like the American Dental Association and Harvard Medical School, plays a crucial role in oral care. Beyond maintaining oral hygiene, it has implications for broader health concerns like diabetes, as recognized by healthcare experts. Market leaders in oral care, such as The Procter & Gamble Company and Colgate-Palmolive, contribute to the innovation and accessibility of these products. With endorsements from esteemed institutions and collaboration with industry giants, the market remains a dynamic sector at the intersection of healthcare and consumer goods, addressing both oral health needs and broader wellness considerations.
Maintaining breath freshness and combating tooth deterioration are paramount in primary oral care. With labeling playing a crucial role, consumers seek products that not only promise freshness but also address issues like mouth allergies and teeth sensitivity. Innovations in dental hygiene include therapeutic and cosmetic solutions tailored to combat various oral concerns. From dentures to the formation of tartars, the active salt in oral care products offers a multipurpose approach. Not only does it combat bacteria responsible for bad breath, but it also strengthens enamel, reducing teeth sensitivity and enhancing overall oral health. Moreover, its impact on taste buds ensures a refreshing experience after every use, enhancing consumer satisfaction. With active salt's versatility and efficacy, it stands as a cornerstone in modern oral care, offering a comprehensive solution to a myriad of dental issues while promoting long-term oral health and breath freshness.
Mouthwash Market Scope |
|
Report Coverage |
Details |
Page number |
168 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 7.01% |
Market growth 2023-2027 |
USD 2,080.81 million |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
6.65 |
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution |
North America at 33% |
Key countries |
US, China, Germany, UK, and France |
Competitive landscape |
Leading companies, Market Positioning of companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Amway Corp., Bio Botanica Inc., Church and Dwight Co. Inc., Colgate Palmolive Co., Dabur India Ltd., Dr Organic Ltd., GlaxoSmithKline Plc, Henkel AG and Co. KGaA, Johnson and Johnson, Kao Corp., Oral Essentials Inc., Perrigo Co. Plc, Raw Essentials Living Foods LLC, Sanofi SA, SmartMouth Oral Health Laboratories, The Himalaya Drug Co., Uncle Harrys Natural Products, Unilever PLC, Lion Corp., and The Procter and Gamble Co. |
Market dynamics |
Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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