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Report Overview
The global toothpaste market size reached approximately USD 22.54 Billion in 2025. The market is projected to grow at a CAGR of 4.00% between 2026 and 2035, reaching a value of around USD 33.36 Billion by 2035.
The market growth is expected to be driven by the increasing demand that is primarily fueled by the growing awareness regarding oral hygiene and rising prevalence of oral disorders. Additionally, gum care is experiencing growth in the U.S. toothpaste market size as well.
The measured market will grow with innovation, natural ingredients and market-specific formulations. Today's rapidly changing general consumer preferences are becoming an ever-growing necessity for brands to provide these niche toothpaste products, especially with the growing competition getting higher.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
-
There is a rising demand for specialised toothpaste formulations that address specific oral health concerns such as cavity protection.
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Consumers are increasingly seeking toothpaste with natural ingredients, free from harsh chemicals, artificial colours, and flavours.
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Toothpaste brands are leveraging social media, influencer partnerships, and online retail channels to reach consumers and drive sales.
Leading Providers of Toothpaste Globally
To strengthen their position in the toothpaste market, leading players are also concentrating on introducing specialized product offerings. Major brands such as Colgate, Oral-B, Sensodyne, and Himalaya are continuously innovating, with a focus on sensitive teeth formulations, whitening, and herbal ingredients. Additionally, they are catering to the increasing consumer demand for natural and sustainable oral care products by investing in niche segments like fluoride-free, vegan, and eco-friendly toothpaste.
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.
LIST OF TOP TOOTHPASTE COMPANIES
- Colgate-Palmolive Company
- Unilever Plc
- The Procter & Gamble Company
- GSK plc
- Avon Products Inc.
- Amway Corp.
- Henkel AG & Co. KGaA
- Lion Corporation
- Patanjali Ayurved Ltd.
- SNOW COSMETICS LLC
- Church & Dwight Co., Inc.
- Tom's of Maine
- D.R. Harris & Co Ltd
- Others
Toothpaste 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 market reached an approximate value of USD 22.54 Billion.
The market is projected to grow at a CAGR of 4.00% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035, reaching a value of around USD 33.36 Billion by 2035.
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 Ltd., SNOW COSMETICS LLC, Church & Dwight Co., Inc., Tom's of Maine, and D.R. Harris & Co Ltd, among others.
Rising awareness about oral health and increasing disposable income drove the value toothpaste market in 2025.
The leading segment in the toothpaste market is fluoride toothpaste.
Asia Pacific held the largest share of the market, as per the market report.
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