Toothpaste Market Assessment, By Type [Fluoride, Fluoride Free], By Formulation [Gel, Tablets, Others], By Category [Natural, Conventional], By Benefits [Whitening, Sensitivity, Plaque Removal, Cavity Protection, Others], By End-user [Adults, Children], B

Toothpaste Market Assessment, By Type [Fluoride, Fluoride Free], By Formulation [Gel, Tablets, Others], By Category [Natural, Conventional], By Benefits [Whitening, Sensitivity, Plaque Removal, Cavity Protection, Others], By End-user [Adults, Children], By Application [Residential, Commercial], By Price Range [Mass, Premium], By Distribution Channel [Offline, Online], By Region, Opportunities and Forecast, 2017-2031F

Global toothpaste market is projected to witness a CAGR of 4.3% during the forecast period 2024-2031, growing from USD 25.43 billion in 2023 to USD 35.66 billion in 2031. Factors such as increasing tooth sensitivities and plaque deposition on teeth are majorly driving the growth of global toothpaste market as these issues may lead to cavities and other oral health issues. It is supplementing a surge in the demand for toothpastes, which offer oral health benefits.

Modern lifestyle and dietary habits, including the increasing consumption of acidic and sugary food and beverages, are causing a rise in dental issues and promoting the demand for preventive and therapeutic dental care products. Toothpaste offering enamel protection and catering to tooth density loss is gaining popularity in the market. It is because consumers are becoming increasingly aware of the hazards of tooth density or reduction in tooth mineral density, such as increased risk of cavities, tooth sensitivity, and gum diseases. Advances in the formulation of dental products, such as the incorporation of calcium phosphates in toothpaste, are gaining popularity among consumers as they help strengthen enamel. For instance, in March 2022, Crest, a Procter & Gamble Company brand, launched Crest Densify, which helps extend teeth life. The toothpaste helps re-harden the enamel and prevents future decay by creating 24-hour density protection for strong and healthy teeth.

Other factors pushing the market growth forward are the increasing popularity of natural and chemical-free toothpaste, the expansion of urban areas and modern retail shopping platforms, innovation in formulation to cater to specific dental health needs and increasing awareness of oral hygiene among consumers.

Moreover, the toothpastes offering teeth whitening benefits dominate the market and are highly demanded by consumers. As a result, manufacturers are incorporating teeth whitening properties in all their toothpaste offerings along with other benefits and gain relevance in the market and win a competitive edge. For instance, in April 2024, ARM & HAMMER in collaboration with TheraBreath introduced ARM & HAMMER Plus TheraBreath Toothpaste, which offers gentle teeth whitening along with other oral health benefits such as reducing bad breath, protection against cavities, deep cleaning teeth and gums and removal of plaque.

Toothpaste Reducing Dental Plaque to Gain Momentum

Toothpastes, which help reduce dental plaque, are gaining popularity among consumers. According to a report published by the American Dental Association in March 2024, 43% of the United States population visited a dentist in 2021. This population comprised 50% senior citizens and adults and 39% of adults aged between 19 and 64 who paid a visit to a dentist in 2021.

Advancements in dental health research facilitated toothpaste development with improved anti-plaque ingredients such as triclosan, fluoride, and zinc citrate. Such ingredients have been clinically proven to suppress plaque formation and foster healthy gums. In March 2023, Colgate-Palmolive Company launched Colgate Total Plaque Pro-Release, a plaque-reducing toothpaste. The latest toothpaste has been developed to reduce plaque deposition significantly over teeth, offering 24-hour antibacterial protection after 2 weeks of daily brushing. The product has been formulated with stannous fluoride and incorporates smart foam technology designed to penetrate hard-to-reach areas of mouth and fight plaque-causing bacteria along with the gumline.

However, marketing and educational efforts on the part of dental healthcare organizations and manufacturers promote the market growth further. Such campaigns have led to consumer preference for the type of toothpaste by emphasizing the benefits of plaque reduction toward improving oral health and wellness. Moreover, consumers are increasingly becoming health-conscious and more forward-thinking regarding preventive care, so they are willing to pay for products that offer unambiguous health benefits. Improve significant oral health by using a product that is used daily, such as toothpaste, which sounds convenient and makes the anti-plaque toothpaste an attractive choice among consumers.

Toothpaste for Sensitivity to Fuel the Market Growth

Dental sensitivity, characterized by acute pain, is a common and distressing condition among several people. Dental sensitivity is increasing due to factors such as aggressive brushing, gum recession, and acidic dietary habits that erode enamel. Toothpastes designed to solve the problem of sensitivity are gaining popularity in the market, driving the market growth due to several reasons. The demand for toothpastes catering to teeth sensitivity will rise in the future as 98% people in European countries have some form of dental erosion which depict the prevalence of dentine hypersensitivity, which will further rise in the future.

Specialized toothpastes provide immediate and credible relief to consumers subjected to frequent discomfort in teeth. Additionally, the formulations containing such active ingredients as potassium nitrate, stannous fluoride, and arginine work to either block pain signals or actually repair enamel function to give noticeable relief. The toothpastes which are developed to cater to the problem of tooth sensitivity are free from hydrogen peroxide, a chemical which is often associated with triggering sensitivity. In March 2024, Sensodyne, a brand of Haleon plc, launched its Clinical White Toothpaste for people suffering from teeth sensitivity. The premium range extension by the brand was developed in collaboration with Marks. The product is free from hydrogen peroxide and helps in whitening the teeth.

Fluoride-Free Toothpaste to Gain Popularity Among Consumers

Fluoride-free toothpastes are more popular among consumers due to increasing awareness of potential health hazards associated with the excessive consumption of fluoride-based toothpastes. Consumers are concerned about fluorosis, which occurs due to a high intake of fluoride, leading to discoloration and damage to tooth enamel. Such concerns are especially prevalent among parents who seek safer options for their children. In September 2023, Cocofloss introduced Cocoshine Fluoride-Free Whitening Toothpaste. The toothpaste is formulated with nano-hydroxyapatite (n-HA), a non-toxic fluoride alternative. With the help of alternative and other ingredients, the toothpaste helps in rebuilding enamel strength, teeth whitening, and repairing sensitivity and help in balancing the oral microbiomes.

Moreover, the rising trend for fluoride-free toothpaste is also supported by consumers’ rising preference for herbal and ayurvedic toothpaste as they are perceived by consumers to be healthier alternatives for fluoride-free toothpaste. Such toothpastes are perceived to be natural as they are free from synthetic chemicals and contain ingredients such as baking soda, essential oils, and herbal extracts, thus, fueling the growth for fluoride-free toothpastes.

Asia-Pacific to Hold a Significant Market Share

Asia-Pacific is dominating the global toothpaste market over other regions due to the concentration of highest population. Thus, the demand for everyday use, consumer goods such as toothpaste is on the rise in the region. According to the International Monetary Fund, in 2024, the population of Asia-Pacific accounted for 4.44 thousand million.

Rapid urbanization and increasing disposable incomes in various Asia-Pacific countries have led to improving living standards and a higher level of spending on personal care products among consumers. When more people migrate to urban areas, access to premium oral health products increases, and so does the awareness of their importance.

The expanding inflow of FDI and government initiatives to promote the establishment of multinational oral care companies are further supplementing the growth of the toothpaste market in Asia-Pacific. These companies have a wide product variety, and tailored products to fit with the dynamic and local demand of toothpaste, incorporating traditional ingredients and flavors to gain relevance among the consumers. For instance, Indian toothpaste market is heavily dominated by herbal and ayurvedic toothpastes, thus, the companies such as Colgate-Palmolive Company offer herbal toothpaste specifically for Indian consumers, containing flavors such as mint and lemon.

Future Market Scenario (2024 – 2031F)

As the market growth is witnessed for teeth whitening toothpastes, it is anticipated that the demand for such products will grow more in the forecast period. With the expanding consumers’ demand for teeth whitening toothpastes, the manufacturers are innovating different formulations and products to attract a larger base of audience towards them, helping in gaining the competitive advantage. For instance, in March 2024, Colgate-Palmolive Company launched Colgate Optic White Purple, which is its first purple toothpaste. The toothpaste instantly color-corrects yellow tones, which contains Purple Brighteners, incorporating cutting-edge Micropolishing Technology which helps in removing the surface stains and attaining a brighter smile.

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 introducing functional toothpaste, which keeps the teeth clean and offers other benefits to the consumers, such as teeth whitening, prevention of cavities, strengthening of enamel, freshening breath, and curing teeth sensitivity. Apart from this, the key players are introducing toothpaste, that are free from paraben, peroxide, and artificial sweeteners, making them a preferable option among consumers over toothpaste with such harmful chemicals.

For instance, in March 2024, Hello, a brand of Colgate-Palmolive Company, launched Vitamin C Whitening toothpaste. The toothpaste is formulated to whiten teeth by removing 94% of the surface stain and helping in teeth whitening, preventing cavities, strengthening enamel, and freshening breath. The product is gluten-free, paraben-free, peroxide-free, and free from titanium dioxide and artificial sweeteners.