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Global Toothpaste Market Size, Share, Growth, Forecast: By Type: Conventional Toothpaste, Teeth Whitening Toothpaste, Sensitive Toothpaste, Herbal Toothpaste, Others; By Distribution Channel: Supermarkets and Hypermarkets, Convenience Stores, Others; By End-Use; Regional Analysis; Competitive Landscape; 2024-2032
Global Toothpaste Market Size
The global toothpaste market reached approximately USD 21.67 billion in 2023. The market is projected to grow at a CAGR of 4.0% between 2024 and 2032, reaching a value of around USD 29.66 billion by 2032.
Toothpaste Market Outlook
- There is a rising demand for specialised toothpaste formulations that address specific oral health concerns such as cavity protection.
- Consumers are increasingly seeking toothpaste with natural ingredients, free from harsh chemicals, artificial colours, and flavours.
- Toothpaste brands are leveraging social media, influencer partnerships, and online retail channels to reach consumers and drive sales.
Toothpaste Market Growth Rate
Toothpaste is a thick paste or gel-like substance that is used with a toothbrush to maintain the oral hygiene of a person. Its primary function includes removing food particles and plaque from teeth, preventing tooth decay, and providing fresh breath.
Increasing awareness about oral hygiene and the importance of maintaining good dental health is a significant driver of the toothpaste market growth. As people become more educated about the link between oral health and overall well-being, they are more likely to invest in quality toothpaste products. As disposable income levels rise, especially in emerging economies, consumers are more willing to spend on premium and specialised toothpaste products. Government and non-governmental organisations' initiatives to promote dental health, such as school dental care programs and public awareness campaigns, can also increase the usage of toothpaste and propel the overall market growth over the years.
Key Trends and Developments
Growing demand for organic or natural toothpaste; incorporation of whitening agents; incorporation of innovative ingredients; and collaboration of market players with influencers and dentists are the major trends impacting the toothpaste market expansion
March 18th, 2024
Sensodyne, a leading oral care brand, expanded its product range by launching a new premium extension called Clinical White.
January 19th, 2024
Whites Beaconsfield, the UK's leading provider of non-peroxide natural teeth whitening products, launched the first innovative toothpaste in the country specifically designed for veneers.
October 12th, 2023
Colgate-Palmolive India announced a new toothpaste called "Visible White," aiming to redefine oral beauty.
October 12th, 2023
Ashland, a leading speciality chemicals company, launched a new product called Gantrez Soja Delivery System designed for toothpaste and mouthwash applications.
Growing demand for organic or natural toothpaste
Toothpaste which is absent of any artificial sweeteners, sulphates, and parabens, among other harsh ingredients is growing in demand.
Incorporation of whitening agents
Several toothpaste brands are incorporating whitening agents such as hydrogen peroxide, carbamide peroxide, and mild abrasives, which can lighten or remove surface stains and brighten teeth.
Incorporation of innovative ingredients
Ingredients such as nano-hydroxyapatite (nHAp) can remineralise and repair teeth, retain healthy bacteria, and remove bacteria and plaque from teeth.
Collaboration of market players with influencers and dentists
Collaboration increases brand awareness and can increase the total number of customers through advertisements and social media campaigns.
Toothpaste Market Trends
Consumers are becoming increasingly aware of the potential health risks associated with certain chemicals and artificial ingredients in personal care and are increasingly seeking out cruelty-free, vegan, and plant-based toothpaste, which does not cause detrimental effects on teeth. Moreover, as environmental consciousness rises, consumers are looking for products that are not only safe for their health but also have a minimal environmental impact. Toothpaste free from harsh chemicals is often seen as more eco-friendly.
Key players in the toothpaste market are launching new products with innovative ingredients to expand their market reach. Colgate-Palmolive India announced a new toothpaste called "Visible White" in October 2023 which reflects the company's effort to tap into the growing demand for cosmetic dental care products.
Toothpaste Industry Segmentation
“Toothpaste Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Conventional Toothpaste
- Teeth Whitening Toothpaste
- Sensitive Toothpaste
- Herbal Toothpaste
- Others
Market Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Convenience Stores
- Pharmaceutical and Drug Stores
- Online Stores
- Others
Market Breakup by End-Use
- Adults
- Kids
Market Breakup by Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Toothpaste Market Share
Conventional toothpaste accounts for a major portion owing to its widespread availability
Conventional toothpaste holds the highest market share globally. This toothpaste is the standard, all-purpose toothpaste that most people use for daily oral hygiene and it usually contains fluoride to prevent tooth decay and may include other ingredients to reduce plaque, freshen breath, and clean teeth.
Teeth whitening toothpaste is anticipated to gain robust growth in the upcoming years. With the growing emphasis on cosmetic dentistry and the desire for a brighter smile, teeth-whitening toothpaste has become increasingly popular as these products contain mild abrasives or chemical agents that help remove surface stains on teeth.
The adult segment maintains its dominance in the market due to the wide range of oral concerns among adults
Adults occupy a significant portion of the global share of the toothpaste market due to a wide range of oral health concerns among adults as compared to children. The high consumption of alcohol, tobacco, soda, and sweet beverages can have a severe impact on the oral health of adults, boosting the demand for efficient and high-performance toothpaste. Oral hygiene is also a well-established routine for most adults, with regular tooth brushing being an integral part of daily personal care and this consistent habit ensures a steady demand for toothpaste.
Meanwhile, the demand for toothpaste among children is expected to witness considerable growth in the toothpaste market in the forecast period as their teeth are still in the development stage and require proper oral care. Toothpaste manufacturers are creating products specifically tailored for children, with appealing flavours like bubblegum, strawberry, and grape, and packaging featuring popular cartoon characters. These kid-friendly formulations make brushing more enjoyable for children and encourage regular use.
Leading Providers of Toothpaste Globally
The market players are introducing novel products to stay ahead in the competition, further increasing their collaboration efforts to meet the evolving regulatory landscape
Amway Corp., established in 1959, is a multinational company of beauty, homecare, and health products, based in Michigan, the United States.
Avon Products Inc. is a personal care company, founded in 1969 with its headquarters in São Paulo, Brazil, and its portfolio includes cleansers, and hygiene products, among others.
Colgate-Palmolive Company, incorporated in 1806, is one of the major distributors of household, healthcare, dental, and personal care products, among others.
Unilever Plc is a British multinational consumer goods company with a diverse portfolio of products that includes food and beverages, cleaning agents, beauty products, and personal care items.
Other market players include The Procter & Gamble Company, GSK plc, Henkel AG & Co. KGaA, Lion Corporation, Patanjali Ayurved Ltd., and SNOW COSMETICS LLC, among others.
Toothpaste Market Analysis by Region
The Asia Pacific accounts for a substantial share of the global market owing to the growth in population in the region. The surge in oral health issues among a sizeable percentage of the regional demographic also offers lucrative opportunities to the market. The shift in consumer preference towards functional and speciality toothpaste that addresses their specific teeth issues such as sensitivity, staining, poor gum health, and cavity problems, is also a major factor driving the market expansion in the region.
North America is anticipated to gain robust growth in the toothpaste market in the forecast period as it has a high level of awareness regarding oral health, with regular dental check-ups and oral hygiene being a standard part of most people's health routines and this awareness sustains a steady demand for toothpaste as a fundamental oral care product.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Distribution Channel |
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| Breakup by End-Use |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
6.1 Global
6.2 Regional
7 Opportunities and Challenges in the Market
8 Global Toothpaste Market Analysis
8.1 Key Industry Highlights
8.2 Global Toothpaste Historical Market (2018-2023)
8.3 Global Toothpaste Market Forecast (2024-2032)
8.4 Global Toothpaste Market by Type
8.4.1 Conventional Toothpaste
8.4.1.1 Historical Trend (2018-2023)
8.4.1.2 Forecast Trend (2024-2032)
8.4.2 Teeth Whitening Toothpaste
8.4.2.1 Historical Trend (2018-2023)
8.4.2.2 Forecast Trend (2024-2032)
8.4.3 Sensitive Toothpaste
8.4.3.1 Historical Trend (2018-2023)
8.4.3.2 Forecast Trend (2024-2032)
8.4.4 Herbal Toothpaste
8.4.4.1 Historical Trend (2018-2023)
8.4.4.2 Forecast Trend (2024-2032)
8.4.5 Others
8.5 Global Toothpaste Market by Distribution Channel
8.5.1 Supermarkets and Hypermarkets
8.5.1.1 Historical Trend (2018-2023)
8.5.1.2 Forecast Trend (2024-2032)
8.5.2 Convenience Stores
8.5.2.1 Historical Trend (2018-2023)
8.5.2.2 Forecast Trend (2024-2032)
8.5.3 Pharmaceutical and Drug Stores
8.5.3.1 Historical Trend (2018-2023)
8.5.3.2 Forecast Trend (2024-2032)
8.5.4 Online Stores
8.5.4.1 Historical Trend (2018-2023)
8.5.4.2 Forecast Trend (2024-2032)
8.5.5 Others
8.6 Global Toothpaste Market by End-Use
8.6.1 Adults
8.6.1.1 Historical Trend (2018-2023)
8.6.1.2 Forecast Trend (2024-2032)
8.6.2 Kids
8.6.2.1 Historical Trend (2018-2023)
8.6.2.2 Forecast Trend (2024-2032)
8.7 Global Toothpaste Market by Region
8.7.1 North America
8.7.1.1 Historical Trend (2018-2023)
8.7.1.2 Forecast Trend (2024-2032)
8.7.2 Europe
8.7.2.1 Historical Trend (2018-2023)
8.7.2.2 Forecast Trend (2024-2032)
8.7.3 Asia Pacific
8.7.3.1 Historical Trend (2018-2023)
8.7.3.2 Forecast Trend (2024-2032)
8.7.4 Latin America
8.7.4.1 Historical Trend (2018-2023)
8.7.4.2 Forecast Trend (2024-2032)
8.7.5 Middle East and Africa
8.7.5.1 Historical Trend (2018-2023)
8.7.5.2 Forecast Trend (2024-2032)
9 North America Toothpaste Market Analysis
9.1 United States of America
9.1.1 Historical Trend (2018-2023)
9.1.2 Forecast Trend (2024-2032)
9.2 Canada
9.2.1 Historical Trend (2018-2023)
9.2.2 Forecast Trend (2024-2032)
10 Europe Toothpaste Market Analysis
10.1 United Kingdom
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Germany
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
10.3 France
10.3.1 Historical Trend (2018-2023)
10.3.2 Forecast Trend (2024-2032)
10.4 Italy
10.4.1 Historical Trend (2018-2023)
10.4.2 Forecast Trend (2024-2032)
10.5 Others
11 Asia Pacific Toothpaste Market Analysis
11.1 China
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Japan
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 India
11.3.1 Historical Trend (2018-2023)
11.3.2 Forecast Trend (2024-2032)
11.4 ASEAN
11.4.1 Historical Trend (2018-2023)
11.4.2 Forecast Trend (2024-2032)
11.5 Australia
11.5.1 Historical Trend (2018-2023)
11.5.2 Forecast Trend (2024-2032)
11.6 Others
12 Latin America Toothpaste Market Analysis
12.1 Brazil
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Argentina
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Mexico
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Others
13 Middle East and Africa Toothpaste Market Analysis
13.1 Saudi Arabia
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 United Arab Emirates
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Nigeria
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 South Africa
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Others
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators for Demand
14.4 Key Indicators for Price
15 Competitive Landscape
15.1 Market Structure
15.2 Company Profiles
15.2.1 Colgate-Palmolive Company
15.2.1.1 Company Overview
15.2.1.2 Product Portfolio
15.2.1.3 Demographic Reach and Achievements
15.2.1.4 Certifications
15.2.2 Unilever Plc
15.2.2.1 Company Overview
15.2.2.2 Product Portfolio
15.2.2.3 Demographic Reach and Achievements
15.2.2.4 Certifications
15.2.3 The Procter & Gamble Company
15.2.3.1 Company Overview
15.2.3.2 Product Portfolio
15.2.3.3 Demographic Reach and Achievements
15.2.3.4 Certifications
15.2.4 GSK plc
15.2.4.1 Company Overview
15.2.4.2 Product Portfolio
15.2.4.3 Demographic Reach and Achievements
15.2.4.4 Certifications
15.2.5 Avon Products Inc.
15.2.5.1 Company Overview
15.2.5.2 Product Portfolio
15.2.5.3 Demographic Reach and Achievements
15.2.5.4 Certifications
15.2.6 Amway Corp.
15.2.6.1 Company Overview
15.2.6.2 Product Portfolio
15.2.6.3 Demographic Reach and Achievements
15.2.6.4 Certifications
15.2.7 Henkel AG & Co. KGaA
15.2.7.1 Company Overview
15.2.7.2 Product Portfolio
15.2.7.3 Demographic Reach and Achievements
15.2.7.4 Certifications
15.2.8 Lion Corporation
15.2.8.1 Company Overview
15.2.8.2 Product Portfolio
15.2.8.3 Demographic Reach and Achievements
15.2.8.4 Certifications
15.2.9 Patanjali Ayurved Ltd.
15.2.9.1 Company Overview
15.2.9.2 Product Portfolio
15.2.9.3 Demographic Reach and Achievements
15.2.9.4 Certifications
15.2.10 SNOW COSMETICS LLC
15.2.10.1 Company Overview
15.2.10.2 Product Portfolio
15.2.10.3 Demographic Reach and Achievements
15.2.10.4 Certifications
15.2.11 Others
16 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Toothpaste Market: Key Industry Highlights, 2018 and 2032
2. Global Toothpaste Historical Market: Breakup by Type (USD Billion), 2018-2023
3. Global Toothpaste Market Forecast: Breakup by Type (USD Billion), 2024-2032
4. Global Toothpaste Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
5. Global Toothpaste Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
6. Global Toothpaste Historical Market: Breakup by End-Use (USD Billion), 2018-2023
7. Global Toothpaste Market Forecast: Breakup by End-Use (USD Billion), 2024-2032
8. Global Toothpaste Historical Market: Breakup by Region (USD Billion), 2018-2023
9. Global Toothpaste Market Forecast: Breakup by Region (USD Billion), 2024-2032
10. North America Toothpaste Historical Market: Breakup by Country (USD Billion), 2018-2023
11. North America Toothpaste Market Forecast: Breakup by Country (USD Billion), 2024-2032
12. Europe Toothpaste Historical Market: Breakup by Country (USD Billion), 2018-2023
13. Europe Toothpaste Market Forecast: Breakup by Country (USD Billion), 2024-2032
14. Asia Pacific Toothpaste Historical Market: Breakup by Country (USD Billion), 2018-2023
15. Asia Pacific Toothpaste Market Forecast: Breakup by Country (USD Billion), 2024-2032
16. Latin America Toothpaste Historical Market: Breakup by Country (USD Billion), 2018-2023
17. Latin America Toothpaste Market Forecast: Breakup by Country (USD Billion), 2024-2032
18. Middle East and Africa Toothpaste Historical Market: Breakup by Country (USD Billion), 2018-2023
19. Middle East and Africa Toothpaste Market Forecast: Breakup by Country (USD Billion), 2024-2032
20. Global Toothpaste Market Structure
Key Questions Answered in the Report
In 2023, the market reached an approximate value of USD 21.67 billion.
The market is projected to grow at a CAGR of 4.0% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032, reaching a value of around USD 29.66 billion by 2032.
The major market drivers are growing oral health awareness and rising concerns regarding dental health due to increased consumption of food with high sugar content.
The key trends of the market include growing demand for organic or natural toothpaste, incorporation of whitening agents by toothpaste brands, usage of innovative ingredients in toothpaste, and effective collaboration of market players with influencers and dentists.
The major regions in the market are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.
Various distribution channels are supermarkets and hypermarkets, convenience stores, online stores, and pharmaceutical and drug stores, among others.
The major players in the market are Colgate-Palmolive Company, Unilever Plc, The Procter & Gamble Company, GSK plc, Avon Products Inc., Amway Corp., Henkel AG & Co. KGaA, Lion Corporation, Patanjali Ayurved, and SNOW COSMETICS LLC, among others.
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