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Toothpaste Market

Toothpaste Market Size, Share, Competitive Landscape and Trend Analysis Report by Product Type, End User and Distribution Channel : Global Opportunity Analysis and Industry Forecast 2021-2027

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Author's: Samriddhi Chauhan | Roshan Deshmukh
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The toothpaste market size was valued at $18.5 billion in 2019, and is estimated to reach $24.5 billion by 2027, registering a CAGR of 3.7% from 2021 to 2027. The conventional segment leads in terms of market share and is likely to retain its dominance throughout the forecast period,

Oral health is one of the major concerns of consumers, with myriad of factors such as food with high sugar content, carbonated beverages, smoking etc. are negatively affecting the oral health. Plaque and tartar are some of the common oral health issues arising among the population. More than half of adult population has the problem of tartar. Furthermore, increasing prevalence of cavities, gingivitis and sensitivity have also together bolstered the demand for toothpaste in both developing and developed economies. As a result toothpaste have become basic requisite to maintain oral health and hygiene. Owing to which, toothpaste have garnered highest market share in the oral care market.


In addition, leading players in the industry are now paying high attention towards sustainable products. As a result, the players are moving forward with less wastage production strategies and are producing fully recyclable toothpaste tubes. Millions of toothpaste tubes are dumped on ground across the world due one-time-use packaging. Engaged players in the industry are using high density polyethylene to make toothpaste tubes ass a part of circular economy.

Nevertheless, the usage of extracts from plants in toothpaste as antimicrobial agents has gained high demand in the last few years. Additionally, increase in trend of usage of medicinal herbs and ingredients, such as turmeric, aloe vera, peppermint, mint, clove, lemon peel, orange peel, banana peel, pumpkin peel, mango peel, papaya peel, and jack fruit seeds, in toothpaste for consumers has been observed especially in Asia Pacific and North America region. 

Segment review

The toothpaste market is segmented into product type, end user, distribution channel, and region. On the basis of product type, the market is categorized into conventional, herbal, and whitening & sensitive. On the basis of end user, the market is bifurcated into kids and adults. On the basis of distribution channel, it is fragmented into supermarket/hypermarket, independent retail stores, pharmacies, and online stores. Region-wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Italy, Spain, and rest of Europe), Asia-Pacific (China, India, Japan, ASEAN, Australia, and rest of Asia-Pacific), and LAMEA (Brazil, Argentina, the UAE, South Africa, and rest of LAMEA).

On the basis of product type, the conventional segment garnered the major toothpaste market share and likely to retain its dominance throughout the toothpaste market forecast period. Conventional toothpaste is highly demanded toothpaste around the globe as it resolves the major oral issues like fresh breath, cavity, decay, and bacteria which are the common oral hygiene issues among the consumers

Toothpaste Market
By Product Type
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Herbal Toothpaste segment would exhibit the highest CAGR of 5.6% during 2021-2027.

By end user, in 2019, the adults segment dominated in the global toothpaste market analysis however, recent years have seen increased number of products launches for kids segment. Kids segment will likely to remain most lucrative toothpaste market growth segment in the upcoming years as well.

Toothpaste Market
By End User
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Kids segment would exhibit the highest CAGR of 4.6% during 2021-2027.

Based on distribution channel, the hypermarket/supermarket segment held the maximum market share as major population prefers purchasing from hypermarket/supermarket for grocery shopping, furthermore stores have a separate shelf for multiple products were finding and buying the products are easy.

Toothpaste Market
By Distribution Channels
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Online channels segment would exhibit the highest CAGR of 4.8% during 2021-2027.

Region-wise, Asia-Pacific dominated the toothpaste market in 2019, and is expected to retain its dominance during the forecast period. Furthermore, the region is leading, owing to its high population density with 60% global population, thereby making it the largest consumer goods market.

Toothpaste Market
By Region
North America

Asia Pacific region would exhibit the highest CAGR of 4.8% during 2021-2027.

The players operating in the global toothpaste market have adopted various developmental strategies including but not limited to product launch, geographical expansion and acquisitions to increase their market share, gain profitability, and remain competitive in the market. The key players operating in the toothpaste market include Amway Corporation, Arms & Hammer, Colgate Palmolive, Dabur International Ltd, GlaxoSmithKline PLC (GSK), Henkel AG, Johnson & Johnson Services, Procter & Gamble, Patanjali Ayurved Ltd, and Unilever Group.

COVID-19 impact analysis

  • The covid-19 pandemic have miniscule impact on the global toothpaste market.
  • The COVID-19 pandemic had a significant impact on the supermarket/hypermarket segment due to the closure of major distribution channels across the globe in an attempt to prevent the spread of coronavirus.
  • Manufacturers are comprehending strategies to revive from the current situation by means of reshaping their strategies as well as product innovation.

Key Benefits For Stakeholders

  • The report provides a quantitative analysis of the toothpaste market trends, estimations, and dynamics of the global market from 2019 to 2027 to identify the prevailing opportunities.
  • Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
  • In-depth analysis and the market size and segmentation assist to determine the prevailing toothpaste market opportunities.
  • The major countries in each region are mapped according to their revenue contribution to the toothpaste market. 
  • The market player positioning analysis facilitates benchmarking and provides a clear understanding of the present position of the market players in the toothpaste industry.

Key Market Segments

By Product Type

  • Conventional 
  • Herbal 
  • Whitening & Sensitive 

By End User

  • Kids
  • Adults

By Distribution Channel

  • Supermarket/Hypermarket
  • Independent Retail Stores
  • Pharmacies
  • Online Stores

By Region

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • UK
    • Germany
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • India
    • China
    • Japan
    • ASEAN
    • Australia
    • Rest of Asia-Pacific
    • Brazil
    • Argentina
    • UAE
    • South Africa
    • Rest of LAMEA

Toothpaste Market Report Highlights

Aspects Details
  • Conventional Toothpaste
  • Herbal toothpaste
  • Whitening and sensitive toothpaste
  • Kids
  • Adults
  • upermarket/Hypermarket
  • Independent retail stores
  • Pharmacy
  • Online distribution channel
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (France, Germany, Italy, Spain, UK, Russia, Rest of Europe)
  • Asia-Pacific  (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, Rest of Asia-Pacific)
  • LAMEA  (Brazil, South Africa, Saudi Arabia, UAE, Argentina, Rest of LAMEA)
Key Market Players


Analyst Review

The global toothpaste market have seen myriad of innovations which fuels its market growth. Brands are introducing sustainable strategies and launching products as per the consumer orientation. For instance, in India, the demand for herbal toothpaste is rising, which led to the surge in demand for herbal toothpaste in the country, resulting in high demand of herbal toothcare products from local brands such as Patanjali and Himalaya. 

Furthermore, toothpaste tube manufacturing will be shifting toward recyclable packaging to reduce the impact on the environment due to human footprints. Toothpaste tubes are made of plastic and aluminum, which make it partly impossible to recycle. Furthermore, most of the toothpaste tubes are dumped into landfills, which increases wastage in the environment. Therefore, the brands are shifting toward a sustainable packaging method, which will be safe for the nature and the product as well. Recently, Colgate has launched a similar product in the market by utilizing similar recyclable plastic for toothpaste packaging, which is used in manufacturing milk jugs. 

Meanwhile, there are many disruptive innovations in the market such as the regeneration of tooth by using toothpaste. Recently, the ground-breaking capability of the toothpaste to regenerate teeth by the combination of bioactive complex was launched with the product named Dentalclean Regenerador + Sensitive 5 in 1 toothpaste. Additionally, the product has ensured that the action of the toothpaste starts arising from the initial days. Such innovations provide competitive edge to the players in order to sustain highly competitvemarket.

Author Name(s) : Samriddhi Chauhan | Roshan Deshmukh
Frequently Asked Questions?

The toothpaste market is poised to grow with a CAGR of 3.7% during the forecast period.

The market value of toothpaste market by the end of 2027 will be 24.5 billion.

The top impacting factors of Toothpaste market growth are omni channel approach, advertisement & promotion, regulatory compliances, rising flavors and innovation in product line.

The leading players in Toothpaste market are Colgate Palmolive, Procter & Gamble, Dabur International, and Arms & Hammer.

The toothpaste market is segmented by Product Type, End User, Distribution Channel and Region.

Growth strategies of adopted by the key players are product launch, acquisition, merger, partnership, business expansion and joint venture.

By type, herbal segment would exhibit the highest CAGR of 5.6% during 2021-2027.

By end user, adults segment holds a dominant position in 2020 and is expected to uphold the position during the forecast period.

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Toothpaste Market

Global Opportunity Analysis and Industry Forecast 2021-2027