Toothpaste Market size is set to grow by USD 2.3 billion from 2024-2028, growing awareness of oral and dental health to boost the market growth, Technavio

NEW YORK, June 19, 2024 /PRNewswire/ — The global toothpaste market size is estimated to grow by USD 2.3 billion from 2024-2028, according to Technavio. The market is estimated to grow at a CAGR of 2.08% during the forecast period. Growing awareness of oral and dental health is driving market growth, with a trend towards increasing focus among vendors on launching new products. However, high adoption of homemade remedies and alternative products poses a challenge. Key market players include 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.

Technavio has announced its latest market research report titled Global toothpaste market 2024-2028

Get a detailed analysis on regions, market segments, customer landscape, and companies – Click for the snapshot of this report

Forecast period


Base Year


Historic Data

2018 – 2022

Segment Covered

Distribution Channel (Offline and Online), Type (Conventional, Herbal, and Whitening and sensitive), and Geography (APAC, North America, Europe, South America, and Middle East and Africa)

Region Covered

APAC, North America, Europe, South America, and Middle East and Africa

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

Key Market Trends Fueling Growth

The toothpaste market is witnessing an uptick in new product launches by vendors. This trend is fueled by consumer preferences and competition. Companies are innovating with health-enhancing ingredients, such as natural extracts and advanced compounds, addressing specific oral health concerns like sensitivity, gum protection, and whitening. Unique flavors and eco-friendly packaging are also gaining popularity. In 2023, Colgate relaunched Colgate Strong Teeth Toothpaste with Arginine technology, enhancing calcium deposition. Lion Corp. Introduced Dent Health Medicated Toothpaste DX, designed to prevent periodontitis and cavities. These new offerings are expected to boost the global toothpaste market. 

The toothpaste market is experiencing significant growth with various brands offering innovative solutions. Dental sensors and technology are trending, providing consumers with real-time feedback on their brushing habits. Sensitivity toothpastes are popular, catering to those with sensitive teeth. Probiotic toothpastes are gaining traction, promoting oral health by introducing beneficial bacteria. Consumers are also drawn to natural and eco-friendly toothpastes, made with essential oils and biodegradable packaging. Producing toothpastes with fluoride and whitening properties continues to be in demand. Overall, the toothpaste industry is thriving, offering a wide range of options to meet diverse consumer needs. 

Research report provides comprehensive data on impact of trend. For more details- Download a Sample Report

Market Challenges

  • The global toothpaste market faces challenges from the use of alternative oral care products, particularly in rural areas of developing countries. Homemade remedies and natural alternatives, such as charcoal, sesame oil, coconut oil, and Azadirachta indica (neem), are widely adopted. Manufacturers respond by promoting modern oral care habits to expand their customer base and boost revenue. The high adoption of these alternatives may limit toothpaste market growth during the forecast period.
  • The toothpaste market faces several challenges. Consumers demand a wide range of products, from cavity protection to whitening and fresh breath. Keeping up with these expectations requires continual product development and innovation. Additionally, regulatory requirements and changing consumer preferences can impact sales. For instance, some consumers prefer natural or organic toothpastes, while others prioritize affordability. Furthermore, the market is competitive, with many players vying for market share. Proper marketing strategies and effective distribution channels are essential to stand out in this market. Overall, the toothpaste industry requires adaptability and a strong focus on consumer needs to thrive.

For more insights on driver and challenges – Download a Sample Report

Segment Overview 

This toothpaste market report extensively covers market segmentation by

  1. Distribution Channel
    • 1.1 Offline
    • 1.2 Online
  2. Type 
    • 2.1 Conventional
    • 2.2 Herbal
    • 2.3 Whitening and sensitive
  3. Geography 
    • 3.1 APAC
    • 3.2 North America
    • 3.3 Europe
    • 3.4 South America
    • 3.5 Middle East and Africa

1.1 Offline- The toothpaste market experiences consistent growth due to increasing consumer awareness and preference for oral hygiene. Major players like Colgate-Palmolive and Unilever dominate the market, offering a wide range of toothpaste varieties catering to diverse consumer needs. Supermarkets and online retailers stock these products, ensuring easy accessibility for consumers. Dental professionals’ recommendations and advertising contribute significantly to sales. Overall, the toothpaste market remains a stable and profitable business sector.

For more information on market segmentation with geographical analysis including forecast (2024-2028) and historic data (2018 – 2022) – Download a Sample Report

Research Analysis

The toothpaste market encompasses a wide range of oral health products designed to promote overall teeth health and address various mouth-related conditions. These products cater to the needs of consumers seeking solutions for dental health issues such as cavities, gum diseases, and oral cancer. Key ingredients include nanotechnology with nano-hydroxyapatite for enamel repair and sensitivity relief, fluoride for cavity prevention, and herbal extracts for cosmetic whitening and gum care. Premium and specialized toothpastes employ smart technologies to enhance the user experience and provide health benefits beyond basic oral hygiene. Industry applications extend beyond personal use, with toothpaste finding use in dental clinics and professional whitening treatments.

Market Research Overview

The toothpaste market encompasses a wide range of dental hygiene products designed to promote oral health and prevent cavities. These products typically contain fluoride and other ingredients such as detergents, abrasives, and sweeteners. The market caters to various consumer preferences, including natural and organic options, and different flavors. Toothpaste is an essential item in daily routines, making the market highly competitive. Consumers look for effective solutions to maintain good oral health, leading to a constant demand for toothpaste. The market also includes various packaging formats, including tubes, collapsible tubes, and sachets, catering to diverse consumer needs and preferences. Overall, the toothpaste market is a significant sector in the consumer health industry.

Table of Contents:

1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation

  • Distribution Channel
  • Offline
  • Online
  • Type
    • Conventional
    • Herbal
    • Whitening And Sensitive
  • Geography
    • APAC
    • North America
    • Europe
    • South America
    • Middle East And Africa

    7 Customer Landscape
    8 Geographic Landscape
    9 Drivers, Challenges, and Trends
    10 Company Landscape
    11 Company Analysis
    12 Appendix

    About Technavio

    Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions.

    With over 500 specialized analysts, Technavio’s report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio’s comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.


    Technavio Research
    Jesse Maida
    Media & Marketing Executive
    US: +1 844 364 1100
    UK: +44 203 893 3200
    Email: [email protected]

    Cision View original content to download multimedia:–growing-awareness-of-oral-and-dental-health-to-boost-the-market-growth-technavio-302176428.html

    SOURCE Technavio