Pet Toothpaste Market Analysis, Size, and Forecast 2026-2030:
North America (US, Canada, and Mexico), APAC (China, Japan, and India), Europe (Germany, UK, and France), South America (Brazil, Argentina, and Colombia), Middle East and Africa (Saudi Arabia, UAE, and South Africa), and Rest of World (ROW)

Pet Toothpaste Market Size 2026-2030

The pet toothpaste market size is valued to increase by USD 358.5 million, at a CAGR of 6% from 2025 to 2030. Enduring trend of pet humanization and premiumization will drive the pet toothpaste market.

Major Market Trends & Insights

• North America dominated the market and accounted for a 38.9% growth during the forecast period.
• By Type - Dogs segment was valued at USD 654.5 million in 2024
• By Product - Enzymatic toothpaste segment accounted for the largest market revenue share in 2024

Market Size & Forecast

• Market Opportunities: USD 557.2 million
• Market Future Opportunities: USD 358.5 million
• CAGR from 2025 to 2030 : 6%

Market Summary

• The pet toothpaste market is fundamentally shaped by the pet humanization trend, where companion animals are treated as family members, driving demand for preventive healthcare. This has spurred significant product formulation innovation, with a focus on natural ingredients, palatable formulations, and scientifically-backed efficacy to manage conditions like canine periodontal disease and ensure overall pet dental hygiene.
• Innovations include advanced enzymatic toothpaste and convenient brushless formula options designed to simplify home care routines. However, the market faces challenges from a wide array of alternative dental care products, such as chews and water additives, that appeal to consumers seeking convenience.
• A key business scenario involves manufacturers balancing the high cost of sourcing premium, ethically sourced materials for clean-label ingredients with the need to remain price-competitive. This requires optimizing supply chain logistics to control expenses while still delivering VOHC-approved products that meet the high expectations of discerning pet owners, who prioritize both safety and proven effectiveness in maintaining oral microbiome balance.

What will be the Size of the Pet Toothpaste Market during the forecast period?

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How is the Pet Toothpaste Market Segmented?

The pet toothpaste industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2026-2030, as well as historical data from 2020-2024 for the following segments.

By Type Insights

The dogs segment is estimated to witness significant growth during the forecast period.

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The Dogs segment was valued at USD 654.5 million in 2024 and showed a gradual increase during the forecast period.

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Regional Analysis

North America is estimated to contribute 38.9% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The geographic landscape of the pet toothpaste market is defined by the mature, high-value North America region and the rapidly expanding APAC market.

North America, driven by high pet ownership and the pet humanization trend, accounts for nearly 40% of the market's incremental growth opportunity.

In contrast, the APAC region is projected to exhibit the fastest growth, fueled by rising disposable incomes and a growing culture of preventive veterinary care in urban centers.

This regional dynamic directly impacts operational planning; for instance, companies leveraging established e-commerce platforms in APAC can realize distribution cost efficiencies of up to 15% compared to developing new physical retail networks.

This digital-first approach is crucial for capturing share in a market characterized by a strong digital marketing influence.

Market Dynamics

Our researchers analyzed the data with 2025 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 evolution of the pet toothpaste market is increasingly focused on specialized and scientifically validated solutions that go beyond basic cleaning. Formulations like enzymatic toothpaste for dogs plaque are now standard, with a clear objective of canine periodontal disease prevention. This has driven demand for VOHC approved cat toothpaste, which provides a level of trust for discerning consumers.
• The trend towards convenience is evident in the popularity of the best brushless dog dental care options, including innovative formats like a dental powder supplement for cats, which simplifies daily routines. In parallel, the demand for transparency and safety has boosted interest in natural pet toothpaste ingredients and herbal toothpaste for pet bad breath.
• Manufacturers are also addressing specific needs with products like sensitive teeth toothpaste for senior dogs, recognizing that different life stages require different care. A key area of R&D is understanding and promoting oral microbiome balance in pets. Advanced formulations now incorporate proprietary ingredients that offer unique benefits of Calprox in pet toothpaste, which has been shown to effectively dissolve plaque.
• Brands with such certified claims see a repurchase rate almost twice as high as unverified alternatives, directly impacting revenue forecasting and brand loyalty strategies.

What are the key market drivers leading to the rise in the adoption of Pet Toothpaste Industry?

• The enduring trend of pet humanization and the associated premiumization of pet care products serves as a key driver for market growth.

• The primary market driver remains the pet humanization trend, which directly fuels demand for premium pet products and a focus on preventive veterinary care.
• This cultural shift encourages owners to invest in high-quality solutions like enzymatic toothpaste featuring a dual-enzyme system to maintain their pet's dental hygiene.
• As a result, veterinary channel sales are a critical driver, with professional recommendations influencing over 50% of initial purchases for therapeutic formulations designed to address issues such as canine periodontal disease.
• The pursuit of VOHC-approved products is a key industry focus, as this certification provides a trusted benchmark for efficacy that resonates with discerning consumers and reinforces the value of premiumization.

What are the market trends shaping the Pet Toothpaste Industry?

• The ascendancy of natural and organic formulations is a prominent trend, reflecting growing consumer demand for clean-label pet wellness products. This movement is reshaping product development and marketing strategies across the industry.

• Key market trends are centered on product formulation innovation and the demand for holistic pet wellness. The ascendance of natural ingredients is reshaping R&D, with a focus on clean-label ingredients like those found in herbal toothpaste.
• This is coupled with the development of more convenient formats, such as a meal-time supplement or an oral care gel, which cater to busy pet owners. These products often aim to achieve VOHC acceptance by demonstrating efficacy in plaque control and tartar buildup reduction.
• The success of such products is significant, as items with proven health benefits see customer engagement rates up to 20% higher on e-commerce platforms, underscoring the power of the digital marketing influence in this sector.

What challenges does the Pet Toothpaste Industry face during its growth?

• Intense competition from alternative dental products, combined with the complexities of navigating a stringent regulatory environment, presents a key challenge to industry growth.

• A significant market challenge stems from intense competition from alternative dental care products, which are often perceived as more convenient than traditional pet toothpaste. Products such as a breath freshener spray and dental finger wipes appeal to consumers facing discretionary spending constraints, as they can be more affordable.
• This creates a difficult environment for premium brands, particularly with ongoing consumer price sensitivity. Alternative products capture a substantial portion of the market, with some estimates suggesting they account for nearly 45% of oral care sales by volume.
• Consequently, manufacturers of baking soda toothpaste and other traditional formulas must emphasize the superior abrasive action and plaque-removing benefits of brushing to justify their value proposition.

Exclusive Technavio Analysis on Customer Landscape

The pet toothpaste market forecasting report includes the adoption lifecycle of the 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 pet toothpaste market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

Customer Landscape of Pet Toothpaste Industry

Competitive Landscape

Companies are implementing various strategies, such as strategic alliances, pet toothpaste market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

Arm and Hammer - Key offerings are centered on VOHC-approved formulations, engineered to dissolve plaque and prevent tartar buildup, setting a benchmark for efficacy in advanced pet oral care solutions.

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Arm and Hammer
• Bluestem
• Burts Bees
• Central Garden and Pet Co.
• Compana Pet Brands LLC
• Petco Animal Supplies Inc.
• PetIQ LLC.
• Petkin Inc.
• Petsmile
• PURE AND NATURAL PET
• Swedencare AB
• TropiClean Pet Products
• TrueBlue Pets
• Vetoquinol SA
• Vets Best
• Virbac SA

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry 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.

Recent Development and News in Pet toothpaste market

• In August 2024, Swedencare AB completed its acquisition of MedVant Inc., a Canadian veterinary supplement distributor, to establish a direct sales channel to veterinarians in Canada.
• In January 2025, Saint Roch Veterinary launched GingiGuard, a topical treatment developed to address canine periodontal disease by rebalancing the oral microbiome.
• In February 2025, Fera Pets launched Dental Support, a powdered supplement that uses postbiotics, enzymes, and botanicals to improve the oral health of pets.
• In May 2025, Mars introduced an AI-powered tool called GREENIES Canine Dental Check, which enables pet owners to evaluate their dog's dental health from a photograph.

Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Pet Toothpaste Market insights. See full methodology.

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Research Analyst Overview

• The pet toothpaste market's trajectory is shifting from general hygiene to targeted therapeutic outcomes, with a focus on achieving VOHC acceptance for claims related to plaque control and tartar buildup. Boardroom-level strategy is increasingly centered on R&D investment in advanced formulations like a dual-enzyme system, Calprox technology, and coactiv+ technology, which are key differentiators in a crowded field.
• The rise of convenient alternatives, such as a brushless formula, oral care gel, meal-time supplement, and dental water additive, is forcing brands to innovate beyond traditional pastes. Formulations using a baking soda toothpaste base or natural ingredients like Ascophyllum nodosum are gaining traction for their perceived safety and efficacy.
• Key performance indicators now include the ability to maintain oral microbiome balance and actively manage canine periodontal disease. Formulations that secure VOHC acceptance by demonstrating a plaque reduction of over 25% provide a distinct competitive advantage, heavily influencing both veterinary endorsements and consumer purchasing decisions for products ranging from electrolytic toothbrush systems to palatable formulations.

What are the Key Data Covered in this Pet Toothpaste Market Research and Growth Report?

• What is the expected growth of the Pet Toothpaste Market between 2026 and 2030?

  • USD 358.5 million, at a CAGR of 6%

• What segmentation does the market report cover?

  • The report is segmented by Type (Dogs, Cats, and Others), Product (Enzymatic toothpaste, Flavored toothpaste, Herbal and natural toothpaste, Sensitive teeth toothpaste, and Others), Distribution Channel (Pet specialty stores, Veterinary clinics, Online retailers, Supermarkets and hypermarkets, and Others) and Geography (North America, APAC, Europe, South America, Middle East and Africa)

• Which regions are analyzed in the report?

  • North America, APAC, Europe, South America and Middle East and Africa

• What are the key growth drivers and market challenges?

  • Enduring trend of pet humanization and premiumization, Intense competition from alternative dental products and navigating a complex regulatory environment

• Who are the major players in the Pet Toothpaste Market?

  • Arm and Hammer, Bluestem, Burts Bees, Central Garden and Pet Co., Compana Pet Brands LLC, Petco Animal Supplies Inc., PetIQ LLC., Petkin Inc., Petsmile, PURE AND NATURAL PET, Swedencare AB, TropiClean Pet Products, TrueBlue Pets, Vetoquinol SA, Vets Best and Virbac SA

Market Research Insights

• Market dynamics are increasingly influenced by the need for an omnichannel retail strategy to reach consumers across diverse purchasing environments. The adoption of subscription-based models has proven effective, with some online retailers reporting a customer retention rate over 30% higher than with single-purchase models.
• Veterinary channel sales remain a critical pillar, influencing more than 60% of first-time purchases for therapeutic dental products due to the high trust placed in professional recommendations. This is coupled with growing consumer price sensitivity, which has elevated the importance of private label offerings in mass-market retail.
• As the pet humanization trend continues, demand for premium pet products is rising, but manufacturers must balance this with discretionary spending constraints that affect purchasing decisions.

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