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Toothpaste Market Size 2025-2029

The global toothpaste market is forecast to expand by USD 3.85 billion between 2024 and 2029, registering a steady CAGR of 3.3%.

Growing awareness of oral hygiene and its link to overall health is fueling consumer demand for advanced toothpaste products. Shifts in lifestyle and rising disposable incomes have pushed companies to launch innovative solutions such as whitening formulas, herbal toothpaste, fluoride-free variants, and sensitivity-specific products. At the same time, the popularity of eco-friendly packaging and sustainable formulations is reshaping the industry landscape.
However, challenges remain. Homemade remedies, ayurvedic alternatives, and natural DIY solutions are increasingly preferred in cost-sensitive markets, threatening mainstream toothpaste adoption. Brands must counter this trend by offering affordable yet effective products, along with value-driven packaging and strong digital marketing campaigns.
The rise of e-commerce platforms and direct-to-consumer (D2C) subscription models is also transforming how toothpaste reaches consumers. Leading companies such as Colgate-Palmolive, Procter & Gamble, Unilever, Dabur, and GSK are investing heavily in online strategies to capture this growing sales channel. Moving forward, market success will depend on the ability to align with consumer preferences, leverage digital channels, and differentiate through innovation.

What will be the Size of the Toothpaste Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The toothpaste industry continues to evolve, driven by consumer health priorities, new product development, and advanced oral care routines. Demand is rising for whitening toothpaste, natural/herbal formulations, fluoride-free variants, and sensitivity solutions. Breath-freshening, antibacterial, and tartar-control agents are now mainstream, while nano-hydroxyapatite and stannous fluoride are being adopted in premium products. Validation through clinical trials and American Dental Association (ADA) approvals boosts consumer confidence. Adoption of sonic and ultrasonic toothbrushes is reshaping oral care habits, indirectly boosting premium toothpaste demand. Distribution channels are shifting rapidly. While offline retail (supermarkets, drugstores, pharmacies) continues to dominate, online platforms and subscription services are growing at double-digit rates.

Oral Hygiene:

A Core Consumer Priority Oral health remains a top global priority, with dentists and professional bodies emphasizing fluoride use, antimicrobial agents, and proper brushing techniques. Sensitive teeth products (desensitizing agents, stain removal solutions) are seeing strong growth, particularly among aging populations. Whitening and enamel-protection agents appeal to younger consumers focused on cosmetic benefits. Fluoride concentration and shelf-life stability are critical to both efficacy and safety. Periodontal disease prevention through tartar-control agents and pH-balanced formulations is a fast-growing segment. Research & development investments are accelerating. Brands are exploring probiotic toothpaste, herbal actives (aloe vera, neem, tea tree oil), and sustainable alternatives like toothpaste tablets. These innovations are helping companies capture new consumer groups while ensuring compliance with global safety and quality standards.

How is this Toothpaste Industry segmented?

The toothpaste industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Type

  Conventional
  Herbal
  Whitening and sensitive


End-user

  Adults
  Children


Active Ingredient

  Fluoride-based
  Fluoride-free


Formulation

  Gel
  Paste
  Powder
  Tablets


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

In the dynamic the market, essential oils and herbal ingredients have gained popularity among consumers prioritizing natural oral care solutions. Safety standards ensure product quality and consumer safety, guiding marketing campaigns that emphasize these attributes. Retail sales continue to thrive, with offline channels dominated by hypermarkets, supermarkets, department stores, drug stores, and pharmacies. Walmart, Costco Wholesale Corpo

The size of the Toothpaste Market was valued at USD 17.46 Billion in 2023 and is projected to reach USD 23.27 Billion by 2032, with an expected CAGR of 4.19% during the forecast period. Recent developments include: July 2019: Colgate announced the acquisition of Laboratoires Filorga for USD 1.7 billion, which is stated to be its largest acquisition by far., In 2020: Colgate Palmolive Company launched its new product, New Colgate® Optic WhiteR, for teeth whitening. This new product is part of an oral beauty collection to give a glow to the teeth, which highly encourages the new generations., In 2020: Church & Dwight launched the latest toothpaste in its "Essentials Toothpaste" product line for Dental Professionals. This product offers natural ingredients like 100% natural baking soda and contains fluoride to prevent caries. It also has naturally sourced calcium for repairing the surface of the enamel. The company began this product to cater to the increasing consumer demand for natural ingredients, which, in turn, can boost the market's growth globally.. Notable trends are: Growing focus on oral health in emerging countries is driving the market growth..

In 2019, the Crest 3D White toothpaste brand had a sales share of * percent in the United States. The Sensodyne Pronamel brand had a sales share of *** percent that year. Oral hygiene and toothpaste in the United StatesToothpaste is an accessory used to help clean, maintain and prevent tooth and gum disease. Since the 2007/08 fiscal year, the oral hygiene category has been experiencing steady growth in terms of sales. This is largely due to a considerable increase in sales of dental accessories and tools. While consumers are trending away from dental solutions that are purely cosmetic, at home dental care is becoming a much more common practice.Toothpaste was the ****** leading health and beauty care product category in the United States, with sales that generated just over **** billion U.S. dollars in 2013. As long as people have teeth, whether natural or artificial, and want to keep them healthy and clean at the lowest cost possible, the category will continue to grow. One of the biggest struggles that retailers face regarding the category is having enough space to carry all of the relevant products that consumers want available to them.In 2014, toothpaste sales at U.S. supermarkets generated just over *** million U.S. dollars. Keep in mind that these figures was calculated by IRI for the 52 weeks ending June 15, 2014.

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Global Ayurvedic Toothpaste Market is segmented by Application (Oral Care_ Personal Care_ Healthcare_ Retail_ Natural Health Products), Type (Herbal Toothpaste_ Non-Fluoride Toothpaste_ Whitening Toothpaste_ Sensitive Teeth Toothpaste_ Kids’ Toothpaste), and Geography (North America_ LATAM_ West Europe_Central & Eastern Europe_ Northern Europe_ Southern Europe_ East Asia_ Southeast Asia_ South Asia_ Central Asia_ Oceania_ MEA)

This chart displays the distribution of the market for toothpaste in France from August 2018 to July 2019, by segment. According to this data, toothpastes for adults and children together represented over ** percent of the sales value. Special homeopathic dental care products accounted for about *** percent of the market turnover.

In 2022, the Ugandan toothpaste market increased by X% to $X for the first time since 2019, thus ending a two-year declining trend. Overall, the total consumption indicated a perceptible expansion from 2012 to 2022: its value increased at an average annual rate of X% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by X% against 2019 indices. Over the period under review, the market reached the peak level at $X in 2019; however, from 2020 to 2022, consumption failed to regain momentum.

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According to this market study, the toothpaste brand with the highest sales volume share in France was the laboratory Pierre Fabre Medicament, accounting for ***** percent of the sales volume between August 2018 and July 2019. The Procter Gamble Pharm was the second company in this ranking, with ***** percent of the toothpaste market's sales volume.

Regarding the distribution of the sale value on the toothpaste market, Procter Gamble Pharm took the lead in 2019 with ***** percent of the share of sales value of toothpaste in France.

Global Transparent Toothpaste Market is segmented by Application (Consumers_ Individuals Seeking Aesthetic Appeal_ Individuals with Sensitive Teeth_ Children_ Oral Hygiene), Type (Gel Toothpaste_ Clear Gel Toothpaste_ Whitening Gel Toothpaste_ Fluoride Gel Toothpaste_ Herbal Gel Toothpaste), and Geography (North America_ LATAM_ West Europe_Central & Eastern Europe_ Northern Europe_ Southern Europe_ East Asia_ Southeast Asia_ South Asia_ Central Asia_ Oceania_ MEA)

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The Kuwaiti toothpaste market was finally on the rise to reach $X in 2022, after two years of decline. Over the period under review, the total consumption indicated a resilient increase from 2012 to 2022: its value increased at an average annual rate of X% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by X% against 2019 indices. Toothpaste consumption peaked at $X in 2019; however, from 2020 to 2022, consumption remained at a lower figure.

In 2022, the Thai toothpaste market was finally on the rise to reach $X for the first time since 2019, thus ending a two-year declining trend. In general, consumption continues to indicate a relatively flat trend pattern. As a result, consumption reached the peak level and is likely to continue growth in the immediate term.

The Toothpaste Market Report is Segmented by Product Type (Standard Toothpaste, Functional/Medicated Toothpaste), Category (Conventional, Natural/Organic), End User (Kids, Adults), Distribution Channel (Supermarkets/Hypermarkets, Convenience/Grocery Stores, and More), and Geography (North America, Europe, Asia-Pacific, and More). The Market Forecasts are Provided in Terms of Value (USD).

Global Toothpaste Industry Market is segmented by Application (Oral hygiene_ Cosmetic purposes_ Medical applications_ Specialty products_ Retail sales), Type (Whitening toothpaste_ Herbal toothpaste_ Kids’ toothpaste_ Anti-cavity toothpaste_ Sensitive toothpaste), and Geography (North America_ LATAM_ West Europe_Central & Eastern Europe_ Northern Europe_ Southern Europe_ East Asia_ Southeast Asia_ South Asia_ Central Asia_ Oceania_ MEA)

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In 2022, the Chilean toothpaste market decreased by X% to $X for the first time since 2019, thus ending a two-year rising trend. Overall, the total consumption indicated a tangible increase from 2012 to 2022: its value increased at an average annual rate of X% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption increased by X% against 2019 indices. Toothpaste consumption peaked at $X in 2021, and then contracted in the following year.