Oral care market - statistics & facts
Toothpaste, mouthwash, and toothbrushes, along with other similar products, are essential items and parts of consumers' daily routines all around the globe.
With the exception of 2020, the oral care market revenue has increased worldwide in recent years and, according to forecasts, is expected to keep growing in the future. As of 2023, revenues amounted to over 50 billion U.S. dollars. This was an average per capita revenue of about 6.7 U.S. dollars.
That same year, among all leading countries in the market, this figure was by far the highest in the United States. By comparison, the Chinese oral care market came in second place, reaching some six billion U.S. dollars in revenue.
Overall, the U.S. oral care market was forecast to keep on growing in the next few years, reaching revenues of over 11 billion U.S. dollars by 2029.
Despite rising prices and market competition, the popularity of oral care products make it one of the most profitable segments of the personal care market.
Oral care in the United States
Toothpaste is by far one of the most used personal care products in the United States, generating over 3.9 billion U.S. dollars in sales as of 2023. Unit sales of toothpaste amounted to nearly 745 million that year, that is double the amount of mouthwash sold during the same period of time.Overall, the U.S. oral care market was forecast to keep on growing in the next few years, reaching revenues of over 11 billion U.S. dollars by 2029.
Leading companies worldwide
The global company Procter & Gamble (P&G) manufactures and sells consumer goods across multiple product segments. P&G is one of the world's leading companies in the oral care segment with its brand Oral-B. In 2024, the company’s global net sales amounted to more than 80 billion U.S. dollars. The consumer products company Colgate-Palmolive can be seen as one of the largest competitors for P&G. It operates in the personal and home care segment, and in the pet nutrition segment as well. In 2023, the net sales generated worldwide by Colgate-Palmolive reached 19.5 billion U.S. dollars, of which around 15 million U.S. dollars was generated within the personal and home care segment. Other major players include Unilever and Church & Dwight.Despite rising prices and market competition, the popularity of oral care products make it one of the most profitable segments of the personal care market.
