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The toothpaste market size is estimated to increase by USD 2.3 billion, at a CAGR of 2.08% between 2023and 2028. The growth of the oral care market is propelled by several key factors. Firstly, there is a notable surge in awareness regarding oral and dental health, driving consumers to prioritize preventive dental care. Secondly, there is a growing demand for natural and organic oral care products, reflecting a broader consumer shift towards sustainable and health-conscious choices. Finally, there is a rising trend among millennials towards teeth whitening, indicating a desire for enhanced aesthetics and self-care. These factors collectively contribute to the expansion of the oral care market, encouraging innovation and the development of products that cater to evolving consumer preferences and needs.
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The market encompasses a wide range of oral health products designed to promote dental health and address various mouth-related conditions. Key components of toothpaste include ingredients that combat germs and bacteria, prevent cavities, and enhance overall teeth health. Premium and specialized toothpastes offer additional benefits such as Whitening, Sensitivity relief, and Gum care. Advancements in technology have led to the development of innovative toothpaste types, including those utilizing Nanotechnology and Nano-hydroxyapatite. These technologies offer enhanced enamel repair capabilities and improved gum health. Smart technologies have also entered the market, providing consumers with toothpastes tailored to their specific needs. Industry applications of toothpaste extend beyond personal use, with various sectors utilizing toothpaste for enamel erosion repair, cosmetic whitening, and health benefits. The use of Herbal toothpaste and Fluoride continues to be popular due to their proven health benefits and wide consumer acceptance. In summary, the toothpaste market caters to diverse consumer needs, offering a variety of products that address oral health concerns, improve overall dental health, and provide cosmetic benefits.
One of the key factors driving the market is the rising demand for teeth whitening among millennials. Factors such as the increasing emphasis on appearance and the rising availability of teeth-whitening toothpaste have fuelled the popularity among millennials. Additionally, the increasing focus on personal appearance has resulted in the rising demand among millennials.
Furthermore, social media platforms such as Instagram are widely used by millennials, where visual aesthetics play a crucial role. Thus, the increasing desire to emulate their favorite personalities and attain a picture-perfect smile has fuelled the demand. Hence, such factors are positively impacting the market which in turn will drive the market during the forecast period.
A key factor shaping the market is innovations and product line extension. Several market players are innovating new technologies as well as diversifying their product lines in order to have a competitive edge in the global market. There is an increasing demand for innovative, multifunctional oral care products among consumers that can offer results and help maintain oral hygiene.
As a result, several manufacturers in the global market are increasingly investing in R&D to innovate and launch new products. New ingredients, flavours, functionality, packaging, and pricing are some of the factors manufacturers take into consideration for new innovations of products. For instance, Sensodyne Repair and Protect Toothpaste by GlaxoSmithKline consists of the NovaMin technology that is developed by the company. Hence, such factors are expected to drive the market during the forecast period.
Increasing demand for secondary oral hygiene products is one of the key challenges hindering the global market. There is an increasing popularity of secondary oral hygiene products due to factors such as increasing spending power and improved standards of living in developed regions. Additionally, there is a growing awareness of secondary oral hygiene products in developing countries. Some of the key secondary hygiene products are teeth whitening strips, dental floss, dental cleansing tablets, rinses, gum care products, brace maintenance products, and denture care products.
Further, rinses and teeth whitening strips is one of the popular products in this category. Furthermore, there is an increase in demand for these products due to the increase in spending. Hence, such factors are expected to drive the market during the forecast period.
The offline segment is estimated to witness significant growth during the forecast period. The offline segment comprises hypermarkets and supermarkets, department stores, drug stores, and pharmacies. Some of the key factors which are significantly contributing to the development of this segment include business expansion and a rise in the number of hypermarkets, supermarkets, convenience stores, and warehouse clubs of major retailers. Some of the popular retail stores include Walmart, Costco Wholesale Corporation, Target Brands, Inc, and Tesco.com.
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The offline segment was the largest and was valued at USD 17.50 billion in 2018. Several prominent market players, such as Colgate-Palmolive Company, sell their products through Walmart stores as well as other drug stores such as Walgreens Co. and CVS Health. Some of the largest sub-segment in the offline distribution channel include hypermarkets, supermarkets, convenience stores, and clubhouse stores. There is an increasing preference for offline distribution channels such as hypermarkets, supermarkets, convenience stores, and clubhouse stores among consumers due to factors such as convenience, large SKUs, and wide brand variety. Hence, such factors are expected to fuel the growth of this segment which in turn will drive the market growth during the forecast period.
The convenience offered by the online segment will fuel the growth of this segment which in turn will increase the market growth. The increasing prevalence of online shopping has resulted in market players engaging consumers in shopping from their own online web-based portals. For example, Procter and Gamble has set up its own e-commerce site, where customers can easily purchase oral care products. Another significant factor that fuels the growth of this segment is secured transactions and cash-on-delivery (COD) options. Furthermore, the high penetration rate and increasing use of smartphones is expected to fuel the growth of this segment which in turn will drive the market growth during the forecast period.
Rising global oral hygiene awareness fuels traditional sector growth with additives like flavors, sweeteners, and fluoride for cavity prevention. Recognition of its benefits is set to drive overall market expansion. The surge in awareness about synthetic toothpaste's drawbacks is propelling herbal toothpaste's growth and driving the market. Herbal variants, sourced from plants like turmeric and aloe vera, contain essential nutrients for oral health. As consumers seek chemical-free options, this trend is expected to fuel market expansion.
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One of the main factors that are significantly contributing to the global market growth in APAC is the increasing population and rising household income, which is fuelling the purchasing power of consumers, which in turn fuels the demand for products. As a result, there is an increase in demand in APAC countries, especially China and India. Furthermore, there is a significant expansion of the market in Japan due to the rising concerns about oral health among the Japanese aging population and youth. There is an increase in demand for high-performance toothpaste among Japanese consumers, which can relieve hypersensitivity of teeth and counter the most common oral health diseases, like caries. Hence, such factors are expected to drive the global market growth in the region 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:
3M Co., Amway Corp., Archer Daniels Midland Co., Church and Dwight Co. Inc., Colgate Palmolive Co., Dabur India Ltd., Dr. Fresh LLC, GC Corp., GlaxoSmithKline Plc, Henkel AG and Co. KGaA, Himalaya Global Holdings Ltd., Johnson and Johnson Services Inc., Lion Corp., Natura and Co Holding SA, Orkla ASA, Patanjali Ayurved Ltd., Perrigo Co. Plc, Sunstar Suisse SA, The Procter and Gamble Co., and Unilever PLC
Market analysis and report of 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.
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The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Million" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The market is experiencing dynamic growth driven by a range of factors, including the increasing awareness of dental health and the rising prevalence of oral diseases like gum areas, periodontal diseases, and oral cancer. Consumers, particularly those seeking cruelty-free and vegan options, are turning to brands like Arata that offer medicated and cruelty-free pastes made from natural ingredients like peppermint, chamomile, and cinnamon. With a focus on promoting healthy teeth and gums, toothpaste formulations target specific needs such as tartar control, sensitive teeth, and smoker dental pastes for the smoking population. Market trends indicate a shift towards natural and organic products, premiumization, and product diversification to cater to diverse consumer preferences. Both traditional store-based and emerging non-store-based channels play a significant role in meeting the demand for oral care products, reflecting the market's robust growth trajectory.
Market Scope |
|
Report Coverage |
Details |
Page number |
174 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Decelerate at a CAGR of 2.08% |
Market growth 2024-2028 |
USD 2.3 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
1.89 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 61% |
Key countries |
US, China, Japan, Germany, and Brazil |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
3M Co., Amway Corp., Archer Daniels Midland Co., Church and Dwight Co. Inc., Colgate Palmolive Co., Dabur India Ltd., Dr. Fresh LLC, GC Corp., GlaxoSmithKline Plc, Henkel AG and Co. KGaA, Himalaya Global Holdings Ltd., Johnson and Johnson Services Inc., Lion Corp., Natura and Co Holding SA, Orkla ASA, Patanjali Ayurved Ltd., Perrigo Co. Plc, Sunstar Suisse SA, The Procter and Gamble Co., and Unilever PLC |
Market dynamics |
Parent market analysis, market research and growth, market forecasting, 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 market forecast period |
Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Market growth analysis across APAC, North America, Europe, South America, and Middle East and Africa
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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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