Oral care is related to your gums, teeth and mouth. The intent of oral care is to prevent complications such as gum diseases, tooth decay (cavities), bad breath and to maintain the overall health of your mouth. And also helps you to keep your teeth as you get older. According to World Health Organization, oral diseases affect close to 3.5 billion people globally. It is estimated that 2 billion people suffer from caries of permanent teeth and 520 million children suffer from caries of primary teeth. Major players of the market are trying to spread awareness among the people through various initiatives regarding oral hygiene, which is leading the growth of oral care market. Oral disorders such as bad breath, dry mouth, cold sores, decay, and thrush are all treatable with proper diagnosis and oral care products. As the prevalence of dental disease rises worldwide, people are paying more attention to oral hygiene than ever before. In addition, as people become more aware of the importance of maintaining good oral hygiene, spending on dental care has increased. Product innovation by key players, as well as their investment in promotional activities and marketing to reach the largest possible consumer base, will aid in the global oral care market's expansion.
According to the report titled, “Global Oral Care Market Outlook, 2027”, published by Bonafide research, the market was valued at USD 49.72 Billion in 2022 and it is anticipated to grow with a CAGR of more than 5.45% from 2023 to 2028. The rising prevalence of dental caries in both adults and children is expected to drive market expansion. Major players such as Colgate-Palmolive Company and Procter & Gamble have implemented various initiatives to raise oral hygiene awareness among both children and adults, resulting in an increase in demand for oral care products. Online retailers are gradually displacing traditional distributors, retailers, and pharmacies. Because of the availability of a wide range of products at reduced prices, convenience, and free shipping, oral care products can be purchased through an online retail channel. The success of the oral care product online marketing channel has encouraged key market players to increase their investment in these channels. As a result, the easy availability of a variety of oral care products is one of the primary factors driving the growth of the oral care market.
The market has divided into five regions which are Asia Pacific, North America, Europe, South America and Middle East & Africa. Asia Pacific region is dominating the oral care market with having the market share of more than 33% of the market. As almost 60% of the world lives in this region and as toothpaste and toothbrush are essential products, this makes it a large market. With the innovation new products are coming in the market, this can be the driving for the region to grow more. Oral care in Asia Pacific witnessed higher growth than all other regions due to key countries such as China, India, Japan, and South Korea. There was increasing demand for products tailored for sensitive teeth and gum health, as well as herbal and traditional products, leading to higher unit prices. Rapid urbanization and the penetration of international brands in emerging markets also contributed to stimulating volume sales as more consumers undertook regular oral hygiene. Amidst the healthy living trend and the positive economy, Asian consumers are more concerned about the prevention of oral health problems than treatment. Oral care has benefited from increased awareness of the importance of brushing teeth on a regular basis, as well as increased demand for specific oral care products for sensitive teeth or gum health. A survey conducted in India revealed that only 51% of the Indian population brushes their teeth with toothpaste and a toothbrush, but with the increase in awareness and economy of the country, the consumption of oral care products is also increasing.
As due to pandemic people have become more health conscious, which is one of the key factor for the growth of oral care market. The oral care market has been divided into Toothpaste, Toothbrushes & Accessories, Mouthwash/Rinse, Dental Products & Accessories/Ancillaries, Dental Prosthesis Cleaning Solutions, and Others in the product segment. Toothpaste is dominating the market in product segment with having the market share of more than 35% of the oral care market. And one the simple reason for it is that toothpaste is that it a commonly used product and it is considered as a necessity among the people in all income groups. The next segment taken into consideration in the oral care market is distribution channel, in which the market has been bifurcated into supermarkets & hypermarkets, convenience stores, pharmacies, online stores and other distribution channels. The distribution channel which is dominating the oral care market is supermarkets & hypermarkets with having the market share of more than 30% of the oral care market. Also it is forecasted that online stores are going to increase their market share in the forecasted period as post pandemic people have started using online mode of sales.
On the other hand, the European oral care market is largely dominated by toothpaste, toothbrushes, and replacement heads, having registered a prominent market share in 2022. Consumers with dry mouth, diabetes, or systemic diseases, such as Sjogren's syndrome, or those who are undergoing radiation therapy are using alcohol-free mouthwashes, which are also supporting segment growth in the region. In developing economies, key players are working toward increasing awareness of the importance of integrating mouthwashes as a part of primary oral care routines, i.e., before or after brushing and at different intervals during the day to maintain the pH of the mouth and to fight germs that can cause different gum diseases. Toothpaste being the basic necessity for oral hygiene, being used by consumers, and the high price of an electronic toothbrush are key factors leading to a higher market share. The easy availability of various brands under one roof, leading to a quick consumer switch, led supermarkets and hypermarkets to hold the largest market share.
Furthermore, personal hygiene and personal care are becoming increasingly important in the lives of North American consumers. Oral hygiene has evolved into an essential component of leading a healthy lifestyle. The growing awareness of oral hygiene, government spending on dental healthcare and the increasing number of small and private clinics all contribute to the oral care market's rapid growth. According to the American Dental Association, the most common oral disorders among Americans were dry mouth, sensitivity, bad breath, and oral infections. This has a significant impact on the mouthwash, rinse, and toothpaste markets in the country. Convenience and comfort are the two pillars driving the rising demand for oral care products. Organic and herbal toothpaste are popular due to their high benefit quotient. Oral care product sales have increased in recent years due to the exclusion of added flavours, the reduction of chemicals, and the ease of cleaning.
According to the age group the oral care market is been bifurcated into adults, kids and infant. Based on age group segment adults are dominating the oral care market with having the market share of more than 70% of the market. With the rising consumer awareness about the oral care, adults are driving the oral care market. Also the kid’s age group is growing its market share with having the highest CAGR. Companies are trying to bring new and new products in the market to dominate the oral care market for various age groups. As per the application segment the market has been divided into two parts i.e. home and dentistry. Home is dominating the oral care market with having the market share of more than 70% of the market. As people use this product mostly at home and they go to dentistry only when they are having some problem or for their checkups.
On the other hand, consumers across South America are highly conscious of their oral health. Key players in the sensitivity or pain relief toothpaste and mouthwash market, such as GlaxoSmithKline Brazil Ltd., are focusing on bringing new products to retail shelves and are considering investing in offering innovative packaging with eco-friendly options in the related market with interesting innovations like authentic, traditional, enrichment, and attractive packaging, thus contributing to market demand backed by market growth. Moreover, markets such as Colombia, Nicaragua, Peru, Uruguay, Paraguay, and Costa Rica show a significant increase in value in the rest of the South American market. Many manufacturers are attracted to this overall market and strategically plan business expansions and partner with small manufacturers to increase market penetration by strengthening product distribution. Increased awareness of oral hygiene and the routine of brushing teeth twice is prevalent in the Middle East. As a result, the use of oral care products such as toothpaste, toothbrushes, and mouthwash is increasing. The purchasing power of the people in the Middle East is increasing. As a result, spending on oral care products is also increasing. In addition to that, the use of natural ingredients in the toothpaste complies with the religious beliefs of consumers in the Middle East.
Recent Developments
• Colgate-Palmolive Company (NYSE:CL) announced that it has agreed to acquire Hello Products LLC (“Hello”), one of the fastest-growing, premium oral care brands in the United States, a portfolio company of Tenth Avenue Holdings, a New York City based private, diversified holding company, in January 2020.
• GSK consumer healthcare has launched fully recyclable toothpaste tube across its specialist and science based oral health brands, in May 2021.
• Oral-B, the industry leader in oral care innovation, announces the launch of Oral-B iO™, a game-changing, completely reimagined and redesigned rechargeable toothbrush, in July 2021.
• In April 2020, Perrigo Company plc (Ireland) completed the acquisition of the oral care assets of High Ridge Brands (US), which includes Dr. Fresh, LLC.
• In April 2020, GlaxoSmithKline Consumer Healthcare Limited (India) merged with Hindustan Unilever Limited (HUL), with HUL responsible for the distribution of GSK’s Consumer Healthcare brands in India, including its leading oral healthcare brand, Sensodyne.
• In January 2020, Perrigo Company plc’s Ranir subsidiary acquired the assets of Steripod, a leading toothbrush accessory brand, and innovator in the toothbrush protector market, from Bonfit America Inc (US).
Covid-19 Impacts:
COVID-19 caused supply-chain disruptions in the oral care market, as in any other industry. Restrictions imposed during the lockdown flattened the growth trajectory. However, because oral care products are classified as essential consumer goods, leading companies continued to produce despite the restrictions. Due to quarantine measures and social distancing protocols, consumers' purchasing patterns have shifted to online shopping, affecting sales of oral care products. As a result, some of the most prominent brands are focusing more on improving their online presence.
