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The mouthwash market size is forecast to increase by USD 2.44 billion, at a CAGR of 7.62% between 2023 and 2028. The market's growth is influenced by several factors, including continuous innovation and portfolio expansion, heightened awareness about oral health, and the rising demand for products addressing specific oral concerns. Companies are increasingly focusing on developing advanced oral care products to cater to diverse consumer needs. This includes targeting issues such as sensitivity, gum health, and teeth whitening. Additionally, educational campaigns and increased access to information about oral hygiene are driving consumers to seek specialized products. As a result, the oral care market is experiencing significant growth, driven by the combined effects of innovation, consumer education, and a targeted approach to specific oral health issues. The market in North America is fuelled by strong brands that hold significant market share which launched multi-purpose mouthwash products. Amway Corp., a key company, offers a diverse consumer base, ranging from individuals prioritizing fresh breath to those seeking additional dental benefits.
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The market encompasses a wide range of dental care products designed to promote oral hygiene, combat bad breath (halitosis), and prevent dental health problems. These products target various oral diseases, including cavities (dental caries), gingivitis, periodontitis, mouth ulcers, and dry mouth. The market caters to diverse consumer segments, including children and individuals with medical conditions such as diabetes. Mouthwash solutions contain active ingredients like fluoride, chlorhexidine, and essential oils, which help prevent tooth decay, fight bacterial infections and maintain fresh breath. Dental practitioners often recommend home-based oral care routines that include using mouthwash as part of a comprehensive dental care regimen. The toiletries industry, including hotels, offers mouthwash as a standard amenity to ensure guests maintain good oral health during their stay. The market for mouthwash continues to grow due to the increasing awareness of the importance of dental care and the availability of a wide range of cosmetic mouthwash options that cater to various consumer preferences.
Innovation and portfolio expansion is the key factors driving the market. The global oral hygiene market, specifically the mouthwash segment, is experiencing significant growth due to innovation and the introduction of new product variants. Johnson and Johnson Services, through its brand Listerine, offers a range of dental care products designed to address various oral health concerns. These include the Original Listerine Antiseptic Mouthwash, Listerine Ultraclean Fresh Citrus Mouthwash, and Listerine Naturals with Fluoride Herbal Mint Anticavity Mouthwash.
Moreover, despite the market's saturation, manufacturers continue to invest in research and development to combat dental caries, gum disease, halitosis, and other oral diseases. Fresh breath and the prevention of bacterial infections are the primary reasons for the use of mouthwash. Mouth ulcers, periodontitis, gingivitis, dry mouth, and dental health problems are common concerns addressed by these oral care products. Hence, such factors are driving the market during the forecast period.
The growing popularity of private-label brands is the primary trend shaping the market. The market is witnessing substantial growth due to the rising emphasis on dental hygiene and dental care. Mouthwash is an essential dental care product used for freshening breath, preventing cavities, and combating bacterial infections such as halitosis, periodontitis, mouth ulcers, and gingivitis. These dental diseases can lead to more serious health issues, including dental caries, gum disease, bacterial endocarditis, and atherosclerosis.
Moreover, retailers are capitalizing on this trend by introducing private-label mouthwash products, which are often priced lower than branded alternatives. These products cater to price-sensitive consumers and offer a wide range of options, including alcohol-free, natural ingredient-based, and cosmetic mouthwashes. Modern trade channels, such as drugstores, pharmacies, hypermarkets, and convenience stores, are major distributors of these dental care products. Hence, such factors are driving the market during the forecast period.
Availability of counterfeit products degrading brand value is the major challenge that affects the market expansion. The global market for dental hygiene products, including mouthwash, caters to the demand for effective dental care solutions that address various dental health concerns such as cavities, bacterial infections, halitosis, periodontitis, mouth ulcers, and gum disease. Mouthwash, specifically, offers benefits like fresh breath, fluoride protection, and antiseptic properties, making it a popular choice for consumers seeking to maintain optimal oral health. However, the market faces challenges due to the proliferation of counterfeit products.
Moreover, these imitations not only deceive consumers but also pose risks to dental health, as they may lack essential safety guidelines and checks. Counterfeit products can lead to dental caries, gum disease, bacterial endocarditis, and atherosclerosis, among other health issues. Consumers often find it challenging to distinguish between original and fake products, especially when they come in similar packaging. Hence, such factors are hindering the market during the forecast period.
The offline segment is estimated to witness significant growth during the forecast years. The market encompasses a range of dental care products, designed to prevent cavities, freshen breath, and combat bacterial infections such as halitosis, periodontitis, mouth ulcers, and gingivitis. Mouthwash, an essential component of home-based dental care, is available in various forms, including oral gels, active salt solutions, and herbal extracts. Fresh breath is a primary motivation for consumers to purchase it, which can help neutralize bacteria and provide a minty, tea-like sensation. Fluoride-containing mouthwashes are popular for their cavity-preventing properties, while cosmetically-focused products offer a natural lemon or herbal flavor. Modern trade channels, including drugstores, pharmacies, hypermarkets, and convenience stores, play a significant role in the distribution of mouthwash. Key retailers in this segment include Walmart, Costco Wholesale, Target, and Tesco.
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The offline segment was the largest segment and was valued at USD 3.78 billion in 2018. However, the revenue growth of the offline distribution channel has been declining due to the increasing preference for online shopping. Mouthwash is not only used for cosmetic purposes but also for addressing dental health problems, such as dental caries and gum disease. Severe dental conditions, like bacterial endocarditis and atherosclerosis, can be linked to poor oral hygiene. Alcohol-containing product, which includes ethanol as an active ingredient, have been a topic of debate due to their potential side effects. The herbal segment, made from plant extracts and natural extracts, has gained popularity as a healthier alternative to traditional products. These natural products offer antiseptic properties and can help alleviate symptoms of oral diseases, including periodontal diseases. Dental practitioners recommend regular use of this product as part of a comprehensive oral care routine to maintain optimal dental health. Hence, such factors are fuelling the growth of this segment which in turn drives the market during the forecast period.
The growing popularity of the online segment will increase the market growth. The online segment is the most rapidly growing distribution channel. Online shopping has become popular owing to the Internet and smartphone penetration. An extensive range of oral care products of different categories, price ranges, and brands are available online. Amazon.com, JD.com, Rakuten, and Alibaba Group, popular pure-play e-retailers, offer various oral care products, including mouthwash. A shift to online retailing also implies growth in opportunities for existing vendors. Moreover, omnichannel retailing helps manufacturers earn higher revenue through their web portals. Although the online segment occupies a lower share of the global market, the segment is expected to grow at a higher rate than the offline segment. Hence, such factors are fuelling the growth of this segment which in turn drives the market during the forecast period.
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast years. Sodium saccharin, a common sweetener, enhances the palatability of these products. Perfora, a probiotic mouthwash, offers an alternative solution by promoting oral health through the introduction of beneficial bacteria. Fly mouthwash is another niche product designed to combat bad breath. The mint flavor remains a popular choice due to its refreshing properties. Toiletries, hotels, and medical conditions are significant markets for mouthwash. Children's dental care and diabetic risk also drive demand for these products. Synthetic and natural options cater to various consumer preferences.
Moreover, e-commerce, supermarkets, and retail stores dominate the distribution landscape. Meat consumption and smokeless tobacco use contribute to oral problems, further increasing the demand for mouthwash. Sweet-consuming traditions also play a role in the market's growth. In summary, the market addresses various oral health concerns through a range of products and distribution channels. Active ingredients, flavors, and consumer preferences shape market trends. Hence, such factors are driving the market in North America during the forecast period.
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 market.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
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 market analysis and reports of qualitative and quantitative analysis of companies have 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 forecasting report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The market is a significant sector within the health and hygiene industry. This market caters to the demand for oral care products that freshen breath, kill bacteria, and maintain overall dental health. Mouthwash solutions contain various ingredients such as fluoride, alcohol, essential oils, and antibacterial agents. These components contribute to the product's effectiveness in preventing cavities, gum diseases, and bad breath. Dental care is essential for maintaining good health, and mouthwash is an integral part of daily oral hygiene routines. The market experiences consistent growth due to increasing awareness about oral health and the availability of a wide range of products catering to diverse consumer preferences.
Moreover, manufacturers focus on developing innovative mouthwash formulations to cater to specific consumer needs, such as alcohol-free options for sensitive teeth or antiseptic mouthwashes for gum diseases. Additionally, marketing strategies emphasize the benefits of regular mouthwash use, leading to a steady increase in demand. Marketing efforts for mouthwash products include collaborations with dental professionals, educational campaigns, and product promotions. Companies also invest in research and development to create advanced mouthwash solutions that cater to evolving consumer demands. In conclusion, the market is a thriving sector within the health and hygiene industry, driven by increasing awareness about oral health and the availability of innovative products. Effective marketing strategies and continuous research and development contribute to the market's consistent growth.
Market Scope |
|
Report Coverage |
Details |
Page number |
175 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 7.62% |
Market Growth 2024-2028 |
USD 2.44 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
6.94 |
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution |
North America at 31% |
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 Services Inc., Kao Corp., Lion Corp., Oral Essentials Inc., PerrigPlco Co., Raw Essentials Living Foods LLC, Sanofi SA, SmartMouth Oral Health Laboratories, The Himalaya Drug Co., The Procter and Gamble Co., Uncle Harrys Natural Products, and Unilever PLC |
Market dynamics |
Parent market analysis, market report, 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 market forecast 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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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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