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The Sensitive Toothpaste Market is projected to increase by USD 1,016.81 million from 2022 to 2027. The market is estimated to grow at a CAGR of 6.87% between 2022 and 2027.
The rising awareness of personal health and dental hygiene has led to a high demand for organic toothpaste to treat tooth sensitivity. The trend of using natural and organic products in the BPC market is increasing every year, and end-users prefer organic oral care products to prevent dental problems such as tooth decay and throat and oral cancer.
Some sensitive toothpaste varieties contain toxic ingredients, leading to an increased demand for natural and organic toothpaste made of natural ingredients such as peppermint, coconut oil, herbs, and minerals.
Dessert Essence's ALOE AND TEA TREE OIL TOOTHPASTE is a carrageenan-free formula suitable for sensitive teeth and gums, made of natural ingredients such as aloe, white tea, ayurvedic neem, and Australian tea tree oil. The trend of using natural and organic oral care products is expected to boost the global market in the forecast period.
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Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers, trends, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.
Trend
The introduction of multifunctional sensitive toothpaste is a major trend in the market. Companies are now offering products with multiple benefits such as teeth whitening and overall repair and protection due to the increasing awareness of oral health among consumers. Sensodyne, Colgate-Palmolive, Procter and Gamble, and Unilever are some of the brands offering multifunctional products. Sensodyne's teeth whitening products like ProNamel Gentle Whitening and Sensodyne True White brighten teeth and protect them from dietary acid erosion. Colgate TotalSF Advanced Whitening Toothpaste removes stains and protects the teeth, tongue, cheeks, and gums from bacteria. Crest Sensitivity Complete Protection Toothpaste blocks sensitivity and offers superior protection from plaque, gingivitis, and tartar. The demand for multifunctional toothpaste is rising due to its numerous benefits over conventional toothpaste, and players are adopting suitable marketing strategies to attract customers and expand their base.
Challenge
The high adoption of homemade remedies and alternative products is hindering market growth. The global market faces challenges due to the availability of alternative oral care products. The popularity of homemade remedies and natural alternatives for dental and oral health creates a serious obstacle for manufacturers of commercial oral hygiene products. Natural remedies are commonly used in rural areas of developing countries, presenting an opportunity for Companies to target this population. However, traditional oral care products hinder sales, leading companies to raise awareness about modern oral care practices to expand their customer base and increase revenue. Alternatives to modern dental care, such as charcoal, sesame, coconut oil, and the leaves of Azadirachta indica (neem), are prevalent in APAC countries such as India, Pakistan, Bangladesh, Myanmar, Maldives, and Sri Lanka. The adoption of these alternative oral care products by rural populations in developing countries may limit the market's growth during the forecast period.
Customer Landscape
The 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 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 market.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market Companies, including:
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 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.
Low-sensitive toothpaste is a type of oral care product that aids in the prevention or exacerbation of symptoms related to dentin hypersensitivity. Low-sensitivity toothpaste can be bought without a prescription and may be obtained from supermarkets, medical shops, and grocery stores, among other places. It contains potassium nitrate, which helps to delay the nerve's sensitivity to temperature fluctuations. It is used as an abrasive to remove dental plaque and food from the teeth, decrease halitosis, and provide active substances that help prevent tooth decay and gum disease. Low-sensitive variant accounted for the highest market share in 2022, and it is expected to maintain its dominance during the forecast period due to the huge market coverage and the cost-effectiveness of low-sensitive segment. Therefore, this segment contributes to the growth of the global market during the forecast period.
The market share growth by the offline segment will be significant during the forecast period. Offline distribution channels include hypermarkets and supermarkets, department stores, drug stores, and pharmacies. Factors such as business expansion and a rise in the number of hypermarkets, supermarkets, convenience stores, and warehouse clubs of major retailers add to the sales through these retail formats.
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The offline segment was valued at USD 2,000.73 million in 2017 and continued to grow until 2021. In 2022, hypermarkets, supermarkets, convenience stores, and clubhouse stores were the largest sub-segment of the offline distribution channel segment of the market. Hypermarkets and supermarkets offer various brands and stock-keeping units (SKUs) at competitive prices. Factors considered by consumers while purchasing products from hypermarkets, supermarkets, convenience stores, and clubhouse stores include convenience, large SKUs, and wide brand variety. Additionally, in 2022, the departmental stores' segment accounted for the second-largest share of the offline distribution channel segment of the market. Department stores are one-stop solutions for shopping. The availability of all products in a single place is a major factor for consumers to select department stores for buying products. Therefore, all of the abovementioned factors will influence segment growth during the forecast period.
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Europe is estimated to contribute 34% 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.
In 2022, Europe accounted for the largest share of the global market. The growth of the regional market can be attributed to the high penetration of oral hygiene products, particularly primary oral hygiene products such as toothbrushes and toothpaste. Additionally, the increasing demand for multifunctional-sensitive variant is another key factor contributing to the growth of the market.
Furthermore, other factors that will have a positive impact on the regional market during the forecast period include the growing awareness of oral health disorders, such as teeth sensitivity, periodontal diseases, and tooth decay; the rising number of patients with dental and oral disorders; and the increasing adoption of technologically advanced oral care products. In Europe, the UK, Germany, France, Russia, and Italy are the key leading markets. These economies focus on improving healthcare facilities to provide adequate dental care services. Therefore, all these factors will contribute to the regional market growth during the forecast period.
The market is witnessing significant growth, catering to various age groups including kids and adults. Rapid relief toothpaste and herbal toothpaste are gaining popularity among consumers seeking relief from tooth sensitivity. Sales channels span supermarkets, independent retail stores, pharmacies, and online platforms, with a strong presence in the Asia-Pacific and LAMEA regions. Product launches and collaborations are driving market dynamics, with key players such as Amway Corp, Colgate-Palmolive Company, and Procter & Gamble leading the industry.
Current trends indicate a focus on innovation and product differentiation. However, restraints like regulatory challenges and competitive pressures exist. Porter's five forces analysis highlights the bargaining power of buyers and suppliers, while market growth strategies emphasize revenue contribution and market player positioning for sustained growth in this dynamic sector.
The report forecasts market growth by revenue at global, regional & country levels and analyzes the latest trends and growth opportunities from 2017 to 2027.
Sensitive Toothpaste Market Scope |
|
Report Coverage |
Details |
Page number |
162 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.87% |
Market growth 2023-2027 |
USD 1,016.81 million |
Market structure |
USD Fragmented |
YoY growth 2022-2023(%) |
6.55 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
Europe at 34% |
Key countries |
US, China, UK, Germany, and France |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
BioMin USA, Church and Dwight Co. Inc., Colgate Palmolive Co, Coswell Spa, Dabur India Ltd., GlaxoSmithKline Plc, Group Pharmaceuticals Ltd., Henkel AG and Co. KGaA, Lion Corp., Optima Naturals S.r.l, Oriflame Holding AG, Patanjali Ayurved Ltd., Sheffield Pharmaceuticals LLC, Splat Global UK Ltd., Spotlight Oralcare EU, Sunstar Suisse SA, The Himalaya Drug Co., The Honest Co. Inc., The Procter and Gamble Co., and Vicco Laboratories |
Market dynamics |
Parent market analysis, Market forecasting, market growth and trends, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
Customization purview |
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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 Application
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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