Mouthwash Market Assessment, By Product [Therapeutic, Cosmetic], By Alcohol Content [Alcohol-based Mouthwash, Alcohol-free Mouthwash], By Type [Over-the-Counter, Prescription-based], By Category [Herbal/Ayurvedic, Conventional], By Flavor [Flavored, Unfla

Mouthwash Market Assessment, By Product [Therapeutic, Cosmetic], By Alcohol Content [Alcohol-based Mouthwash, Alcohol-free Mouthwash], By Type [Over-the-Counter, Prescription-based], By Category [Herbal/Ayurvedic, Conventional], By Flavor [Flavored, Unflavored], By Age [Adults, Children], By End-user [Residential, Commercial], By Price Range [Mass, Premium], By Distribution Channel [Offline, Online], By Region, Opportunities and Forecast, 2017-2031F

Global mouthwash market is projected to witness a CAGR of 5.90% during the forecast period 2024-2031, growing from USD 5.09 billion in 2023 to USD 8.05 billion in 2031. Bacterial buildup on the teeth and gum which causes oral diseases is majorly driving the growth of the global mouthwash market as it appeals to the informed consumers who are aware about the repercussion of these diseases.

Consumers prefer using mouthwashes as they aid in the reduction of bad breath. This happens because the volatile sulfur compounds generated by oral bacteria get neutralized by the mouthwash. As a result, with regular use of mouthwashes along with brushing and flossing, they enhance oral hygiene, reduce the risk of oral diseases, and create a much healthier oral environment.

Consumers are increasingly seeking convenient and travel-friendly products that can work effectively as a full-sized product that fits into their pockets. It is giving rise to innovation as the manufacturers are experimenting with different formulations and packaging formats to cater to the dynamic requirements of the consumers. For instance, in March 2023, Scope launched Scope Squeez, a mouthwash concentrate. The product is a palm-sized bottle that delivers almost the same number of uses as a regular 1L-sized bottle of liquid mouthwash. The product is in concentrated form which requires adding water before using and making it convenient to carry.

Alcohol-free mouthwashes are mostly preferred by the consumers as they are safe for usage among children and are gentler, making them a preferred choice among consumers with sensitive mouths. Moreover, alcohol containing mouthwashes reduce the production of saliva which results in the dehydration of mouth; thus, alcohol-free mouthwashes are preferred by the consumers as they help in maintaining the moisture balance in the mouth, which is a crucial factor in oral health.

For instance, in January 2024, Dr. Dento (White Tusk Healthcare Private Limited) launched its latest product range for oral health which includes mouthwashes which are GMP certified. The product is free from alcohol and is formulated with ingredients such as NHap, coconut extract, theobromine, papain enzyme, amaranth solution, aloe vera, and hyaluronic acid to deliver the consumers with comprehensive oral health.

Alleviation of Dental Pain to Create Demand from Dentists

Mouthwashes play a significant role in alleviating dental pain among the patients post dental treatment and surgeries. The oral cavity, after the dental procedures, is prone to bacterial colonization and inflammation that can increase pain and delay healing. Mouthwashes formulated with antimicrobial ingredients, such as chlorhexidine or essential oils, eliminate the bacteria from the oral environment and hence decrease infection and discomfort.

Some mouthwashes contain menthol or eucalyptus which gives a cooling effect to the gums and tissues in the oral cavity, offering an instant pain relief effect as these coolers numb the nerve endings and hence reduce inflammation. Few mouthwashes contain healing agents, such as vitamin E or aloe vera, which facilitate faster tissue repair and recovery.

Thus, such mouthwashes are recommended by the dentists for relieving pain post dental treatments. For instance, in January 2024, Periovance Oral Rinse, a mouthwash by OraBio, aids in dental pain management. The mouthwash is a preferred product among dentists and orthodontists as it helps in relieving pain for patients before and after dental surgeries and treatments, providing a better patient experience. The product is an effective solution for dental professionals for their patients to alleviate pain within 60 seconds.

Market Demand to be Fueled by Mouthwashes Preventing Oral Diseases

As mouthwashes are formulated with antimicrobial agents such as chlorhexidine, essential oils, and cetylpyridinium chloride (CPC), they help in maintaining the oral hygiene by reducing the oral diseases. These ingredients in the formulation of mouthwashes help in killing bacteria and reduce dental plaque, gingivitis, and other diseases.

For instance, chlorhexidine is a gold-standard mouthwash antimicrobial agent that is known for its ability to bind oral mucosa and teeth to provide a more prolonged duration of antimicrobial effect. It helps in reducing dental plaque and gingival inflammation, thus preventing periodontal disease. Essential oils, such as thymol, eucalyptol, and menthol, present in mouthwashes degrade bacterial cell walls and restrains the enzyme activity, further minimizing plaque and gingivitis.

Other than that, fluoride-containing mouthwashes promote oral health through remineralizing tooth enamel and dental caries. Thus, these mouthwashes strengthen teeth and prevent cavities, particularly those at high risk of dental decay. Hence, manufacturers incorporate fluoride as well in the mouthwashes to offer the therapeutic benefits to the consumers. For instance, in March 2023, TheraBreath, a brand of Church & Dwight Co. launched anti-cavity oral rinse for kids aged 6 years and older, which is developed to strengthen teeth and prevent cavities and tooth decay. The mouthwash is formulated with fluoride and is free from vegan, parabens, gluten, and alcohol. It has been introduced in flavors such as strawberry splash, grapes galore, and wacky watermelon.

Medicated Mouthwashes to Dominate the Market

Consumers prefer Medicated mouthwashes more than non-medicated mouthwashes as they offer health benefits and help consumers cure and prevent various oral diseases, promoting oral hygiene. Unlike the non-medicated ones, these mouthwashes are formulated to cater to oral health issues such as periodontal disease, gingivitis, dry mouth, and dental caries. In February 2024, Sensodyne, a brand of Haleon plc introduced its latest Sensodyne Complete Protection+ Mouthwash in the Indian market of oral care products. The product is crafted without alcohol, offering an effective defense against tooth sensitivity and enamel wear, which helps in the promotion of overall oral health. The incorporation of fluoride in the mouthwash actively fights against cavities.

These mouthwashes are formulated with ingredients which offer antimicrobial properties. Such ingredients help in effectively lessening the bacterial load, helping in the prevention of the formation of plaque over teeth and gingival inflammation over gums. Manufacturers are increasingly formulating their products with clinically tested ingredients which serves the purpose. For instance, in November 2023, Clinical Health Technologies Ltd launched Clinisept+ dental mouthwash which has been developed for usage in dental clinics as a pre- and post-procedure rinse as well as for usage at homes. The clinically proven dental mouthwash removes 99.99% of the bacteria which causes gum diseases and tooth decay.

North America to Hold a Significant Market Share

North America is dominating the mouthwash market over other regions in the world due to several reasons. The region is driven by widespread public health campaigns educating the consumers and emphasizing the importance of clean teeth and fresh breath. The cultural emphasis has led to higher adoption rates of comprehensive oral care routines, including the use of mouthwashes. According to the data published by Statistics Canada, in May 2024, the consumer price index for oral-hygiene products across Canada in March 2024 was measured at 151. While in April 2023, it was 147.2, showing a rise in April 2024 being measured at 149.5.

Moreover, the region has a diverse and extensive range of oral care products and strong retail infrastructure which further contributes to the dominance of the region. Aggressive marketing and advertising by leading dental care brands have increased consumer awareness and usage of mouthwashes as a standard part of oral hygiene. Greater access to dental care services in North America, including routine check-ups and professional advice, encourages the use of mouthwashes as recommended by dental professionals for maintaining oral health.

Apart from the availability of the products in hotels and dental spas, the manufacturers are expanding to launch their products in the retail market to attract more consumers in the region. For instance, in February 2023, Go Mouthwash launched in 869 Walmart Stores in the United States in an innovative packaging. The mouthwash till date was available in dental spas, luxury hotels, elite private airlines, restaurants, and health clubs.

Future Market Scenario (2024 – 2031F)

Global mouthwash market is gaining momentum and is expected to rise further in the forecast period due to several reasons. One of the major reasons which is responsible for its growth is continuous laboratory research and clinical trial taking place to find out powerful and safe ingredients to formulate in the mouthwashes to make them effective and efficient to combat diseases and promote oral health. For instance, in May 2024, clinical research took place by researchers in Japan in Microbiology Spectrum which is an open-access ASM Journal coined that match, a finely ground green tea powder prevents the growth of P. gingivalis. The pathogen causes periodontitis which may cause health concerns such as tooth loss.

Thus, manufacturers are incorporating such clinically experimented ingredients in the formulation of mouthwashes to gain a competitive advantage by making their products potent to fight oral diseases and appeal to the consumers.

Key Players Landscape and Outlook

Key players in the market are helping the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.

Key players are launching products formulated with ingredients that help maintain oral health by killing the bacteria in the mouth and offering teeth-strengthening benefits.

For instance, in October 2023, Listerine, a brand of Johnson & Johnson Consumer Inc. introduced Trio of clinical solutions mouthwashes with advanced formulations that target gum health, teeth strengthening and bad breath. Rapid Fusion Technology offers teeth strengthening, a unique fluoride delivery system that increases fluoride uptake and remineralization to offer a stronger tooth surface. Bad breath is controlled through triple action formula incorporating Zinc Chloride and four essential oils which kill the bacteria that causes bad breath.