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Report Overview
The Europe oral care market was valued at USD 10.33 Billion in 2025. The industry is expected to grow at a CAGR of 3.30% during the forecast period of 2026-2035 to reach a value of USD 14.29 Billion by 2035. The market growth is strongly driven by the increasing awareness that oral health is closely linked to overall wellbeing, making preventive oral care a growing priority among consumers.
The highest prevalence of significant oral diseases in the world exists in Europe, and more than half of the adults suffer from dental caries, periodontal disease, and tooth loss. Owing to the high prevalence of diseases, consumers are emphasizing the importance of healthy gums and teeth to a larger extent, which drives the demand for Europe oral care market.
Large scale research, reported at EuroPerio11 and based on information from over 500,000 participants in the UK Biobank, revealed people with symptoms of gum disease such as bleeding gums, sore gums, or loose teeth are much more likely to live with multiple long-term health conditions. Sore gums were the strongest predictor and emphasized the need for prompt attention and preventative dental care.
These discoveries are motivating consumers to spend on good oral care products like toothpaste, mouthwash, and toothbrushes, which, in turn, is driving growth for the Europe oral care market.
Besides this, aging populations, being more vulnerable to chronic health conditions as well as gum disease, are driving the increasing adoption of preventive products. Dentists are also focusing on frequent screenings and early detection to enhance oral and overall health results. In all, high prevalence of disease, increased health awareness, and higher expenditure on preventive products are driving the Europe oral care market growth.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
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There is a growing demand for targeted oral care products such as specialised toothpaste and antibacterial mouthwashes that are designed to manage and manage oral health issues such as periodontitis. Reportedly, nearly 50% of the European population suffer from some form of periodontitis and over 10% have severe disease.
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The growing prevalence of oral health issues is expected to bolster the focus on preventative oral care, surging the demand for prevention-focused oral care products. As per the British Dental Association, there are over 12 million adults with unmet dental needs in the United Kingdom. This is prompting customers to seek over-the-counter solutions such as at-home whitening kits, mouthwashes, and toothpaste for sensitive teeth to manage oral health at home and address common issues such as cavities, gum diseases, and tooth sensitivity.
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Electric toothbrushes are gaining significant popularity due to their superior cleaning efficacy, improved plaque removal, and reduced risk of gum diseases such as gingivitis. Reportedly, 12 million individuals in the United Kingdom use an electric toothbrush. This is prompting key players in the Europe oral care market to develop electric toothbrushes with advanced features like multiple brushing modes and pressure sensors, among others.
Competitive Landscape
Top oral care companies in Europe are actively focusing on product innovation and portfolio expansion to meet evolving consumer needs, particularly in preventive and advanced oral care. Major Europe oral care market players such as Colgate-Palmolive, Procter & Gamble, and Johnson & Johnson are introducing specialized toothpaste and mouthwash variants targeting enamel protection, sensitivity, and whitening. These efforts are supported by extensive research and development, leveraging scientific advancements to enhance efficacy while maintaining consumer trust and brand loyalty, positioning them competitively in the market.
To strengthen their presence in the Europe oral care market, companies are also pursuing strategic collaborations, acquisitions, and targeted marketing campaigns. For instance, Unilever’s acquisition of regional oral care brands and launch of innovative products like Pepsodent variants demonstrates a focus on expanding reach and diversifying offerings. Additionally, players are embracing e-commerce, digital engagement, and sustainability-driven initiatives to appeal to tech-savvy and environmentally conscious consumers, ensuring continued growth while addressing both functional and lifestyle-driven oral care demands across Europe.
Key Players
Colgate-Palmolive Company
Founded in 1806 and headquartered in New York, United States of America, Colgate-Palmolive has grown into a global leader in oral care, offering an extensive portfolio of toothpaste, toothbrushes, and mouthwash products that combine innovation, efficacy, and trusted dental health solutions to meet the needs of consumers worldwide.
Unilever PLC
Headquartered in London, United Kingdom, and established in 1929, Unilever delivers a diverse range of oral care products, including well-known brands like Pepsodent and Closeup, focusing on sustainable practices and innovative formulations that cater to evolving consumer preferences across Europe and beyond.
Procter & Gamble Company
Procter & Gamble, founded in 1837 in Cincinnati, United States, has become a multinational powerhouse in consumer goods, with its oral care portfolio, including Crest and Oral-B, emphasizing both preventive and technologically advanced dental solutions that reach millions of users globally.
Johnson & Johnson Services, Inc.
Established in 1886 and based in New Brunswick, United States, Johnson & Johnson provides a wide array of oral care products that target both preventive and therapeutic needs, combining decades of research with trusted brand recognition to support overall dental health and hygiene.
Other players in the Europe oral care market include Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL) and Lactona Europe BV among others.
Europe Oral Care Market Report Snapshots
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
In 2025, the Europe oral care market reached an approximate value of USD 10.33 Billion.
The market is projected to grow at a CAGR of 3.30% between 2026 and 2035.
Key strategies driving the market include product innovation in preventive and advanced solutions, portfolio expansion through acquisitions, and sustainability-led initiatives such as eco-friendly packaging. Companies are also enhancing their presence across retail and online channels while leveraging digital engagement to connect with health-conscious and environmentally aware consumers.
The key trends driving the market are the growing ageing population and increased expenditure on dental hygiene.
Germany holds the largest share in the Europe oral care market, supported by high consumer awareness, strong retail infrastructure, and leadership in sustainable dental practices, while the United Kingdom follows closely due to rising preventive care adoption and innovative public health initiatives.
Toothpaste is the dominant type of product in the market.
The leading distribution channels in the market are supermarkets/hypermarkets, speciality stores, convenience stores, and online retailers, among others.
The key players in the market include Colgate-Palmolive Company, Procter & Gamble Company, Unilever PLC, Johnson & Johnson Services, Inc., Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL), Lactona Europe BV, and other prominent regional and international companies.
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