The India toothpaste market reached USD 1440.10 Million in 2024. The market is expected to grow at a CAGR of 4.23% between 2025 and 2034, reaching USD 2179.32 Million by 2034.

********* accounted for about ** percent of the fast-moving consumer goods market in India. Within the segment, Colgate occupied almost ** percent of the market in 2017. Along with its competitors, Colgate offered a range of products in the market containing herbal and natural ingredients, especially in toothpastes. Traditional origins in oral care The increasing awareness of the negative effects of fluoride in toothpaste has led to development of more herbal and organic oral care products. Despite having been the market leader, Colgate-Palmolive lost consumers to its more ayurvedic competitors who focused on second-tier cities and smaller towns where oral hygiene was still a growing market. Patanjali Ayurved and Dabur, both home-grown brands, had increasing consumer penetration through aggressive advertising and oral health camps focused on the rural areas. The main players, Colgate-Palmolive, Hindustan Unilever, and Himalaya, continued to diversify their products in the metropolitan markets by introducing floss, dental rinses, and mouthwashes. Patanjali Ayurved’s Dant Kanti Compared to other herbal toothpastes, Patanjali’s Dant Kanti continued to increase its presence in the domestic natural oral care market. Increasing adoption of Ayurveda and its practices in India and abroad has helped Patanjali take off in an already established conglomerate market. The indigenous company’s revenues had soared in recent years, multiplying tenfold. Despite Colgate’s Vedshakti and HUL’s Ayush, the herbal alternatives not catching up to their native counterpart, both companies had stronger brand recall and footing among consumers in the country.

In 2025, the global toothpaste market is estimated at approximately USD 14,653.2 Million. By 2035, it is projected to grow to around USD 20,273.8 Million, reflecting a compound annual growth rate (CAGR) of 3.3%.

Country Wise Outlook

Competitive Outlook

The Ayurvedic Toothpaste Market is Segmented by Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, Pharmacies/Drug Stores, and Other Distribution Channels) and Geography (North America, Europe, Asia-Pacific, South America, Middle East, and Africa). The Market Size and Values in USD Million for all the Abovementioned Segments.

The Oral Care Market size was valued at USD 31.69 USD Billion in 2023 and is projected to reach USD 41.25 USD Billion by 2032, exhibiting a CAGR of 3.84 % during the forecast period. Oral health and hygiene refers to how one takes care of the mouth. This includes routine activities like tooth brushing, flossing, using mouth wash and other occasional visits to the dentists for examination and cleaning. Different types of oral care products exist, they include toothpaste, toothbrushes, dental floss, cleaning rinses, and other specialized kinds of toothbrushes for cleaning braces and dentures. Such products have properties such as cavity control using fluoride, the destruction of bacteria that cause plaque and gum disease using antibacterial, and the treatment of sugary teeth using desensitizers. Oral care is not only beneficial in cleaning the teeth but also it means more to the health of an individual. Oral health is important because it helps maintain and promote general health as it lowers the chances of getting dental problems like cavities, gum diseases, and bad mouth odour and therefore the likelihood of risky diseases such as heart diseases, diabetes, and respiratory infections. Recent developments include: November 2023 - ICPA Health Products Ltd. (India-based pharmaceutical company) launched handheld oral healthcare device ‘Plakoff’. Plakoff is a premium electric water flosser product effectively cleanse the interdental space between teeth and gums., October 2023 - BURST Oral Care, a U.S.-based company launched next generation toothbrush products Pro Sonic Toothbrush and Curve Sonic Toothbrush to market., November 2021 – Colgate Palmolive has launched the 100% recycled plastic handle toothbrush. The launch will help reduce the carbon footprint by shifting toward renewable energy., September 2021 – Unilever Plc. has introduced a new, updated version of Close Up toothpaste. New toothpaste variants will consist of components, such as purifying gel, antibacterial mouthwash, and ice-cool crystals., May 2021 - Unilever Plc. has announced to convert the global toothpaste portfolio into recyclable tubes. Unilever brands such as Closeup, Signal, and Pepsodent will be converted into recyclable products., April 2021 – Unilever Plc. partnered with the Liverpool School of Tropical Medicine to conduct additional studies on developing CPC technology-based mouthwashes. CPC technology-based mouthwashes are highly efficient in killing COVID-19 infection-related viruses., November 2020 – GSK Consumer Healthcare launched global oral care and denture care brand Polident in India.. Key drivers for this market are: Growing Demand for Bath Towels from End-use Industries to Propel the Market Growth. Potential restraints include: Adverse Effects Due to Certain Ingredients Pose a Challenge to Market Growth. Notable trends are: Dental Spas to Add Impetus to Industry Growth .

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Toothpaste Market Size 2025-2029

The toothpaste market size is forecast to increase by USD 3.85 billion, at a CAGR of 3.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing awareness and importance placed on oral and dental health. This heightened focus on personal hygiene is leading companies to launch an array of new and innovative toothpaste products to cater to diverse consumer preferences. However, this market landscape is not without challenges. The adoption of homemade remedies and alternative products, fueled by consumer interest in natural and organic solutions, poses a significant threat to traditional toothpaste brands. The natural and organic products offer consumers a more sustainable and cost-effective solution for maintaining good oral hygiene. Companies must navigate this trend by offering competitive pricing, convenient packaging, and effective marketing strategies to retain market share.
Additionally, the rise of e-commerce platforms and the increasing importance of digital marketing are transforming the way toothpaste is bought and sold. To capitalize on market opportunities and navigate challenges effectively, companies must stay informed of consumer preferences, adapt to changing market trends, and leverage digital channels to reach and engage their audience.

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 market continues to evolve, with dynamic market trends shaping its landscape. Electric toothbrushes, manual brushes, and interdental brushes coexist, each catering to diverse consumer preferences. Whitening effectiveness and organic ingredients are increasingly prioritized, driving innovation in toothpaste formulations. Breath freshening agents and natural ingredients also gain popularity, aligning with consumer trends towards healthier lifestyles. Ultrasonic toothbrushes and tartar control agents offer advanced solutions, addressing specific oral health concerns. Clinical trials and ADA acceptance ensure product efficacy and safety. Brands strive to maintain consumer loyalty through strategic pricing and marketing campaigns. Distribution channels expand, with online sales growing steadily.

Oral hygiene remains a priority, with antimicrobial agents and fluoride concentration key focus areas. Dental health professionals advocate for proper brushing techniques, flossing, and sonic toothbrush usage. Quality control and shelf life are crucial considerations, ensuring consumer satisfaction. Sonic toothbrushes and ultrasonic toothbrushes offer superior cleaning capabilities. Desensitizing agents and stain removal agents cater to sensitive teeth and discolored teeth concerns. Periodontal disease prevention is a significant market driver, with tartar control agents and ph level adjustments addressing gum disease risks. Ongoing research and development efforts ensure the market remains a vibrant and evolving sector.

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 Corporation, Target Brands, Inc., and Tesco.Com lead the distribution landscape, providing extensive customer reach. Colgate-Palmolive Company and other manufacturers leverage these retailers to sell their oral care products, including toothpaste, manual toothbrushes, and dental floss. Consumer behavior influences pricing strategies, with affordability and brand loyalty key factors.

Sonic and electric toothbrushes,

India Toothpaste Market was valued at USD 1.45 Billion in 2025 and is expected to reach USD 1.92 Billion by 2031 with a CAGR of 4.8%

The size of the Ayurvedic Toothpaste Market was valued at USD 1.14 Million in 2023 and is projected to reach USD 2.89 Million by 2032, with an expected CAGR of 14.21% during the forecast period. The toothpaste industry focuses on the production and distribution of dental care products designed to maintain oral hygiene and health. Toothpaste is typically a gel or paste applied to a toothbrush to clean teeth, remove plaque, and prevent dental issues such as cavities, gum disease, and bad breath. Common ingredients include fluoride, abrasives, humectants, binders, detergents, and flavoring agents. This growth is driven by increasing awareness of oral health, rising disposable incomes, and the growing popularity of specialized toothpaste products. The toothpaste industry is expanding steadily, driven by increased health awareness and demand for specialized and natural products. Recent developments include: In May 2023, Dabur India launched Dabur Herb'lActivated Charcoal toothpaste to attract younger consumers. Charcoal is known as a cleanser, detoxifier, and good absorbent. The company aimed to enhance its product portfolio with the launch of whitening toothpaste and cater to the demand of urban consumers., In November 2022, Vitro Naturals launched herb-rich and fluoride-free toothpaste. The product uses herbs like neem, cloves, babool, and mint leaves. The toothpaste protects against teeth and gum infections, bad breath, toothache, and cavities and reduces gum and tooth pain., In July 2022, Alacer Corp., a GlaxoSmithKline (GSK) consumer healthcare subsidiary, launched the eco-conscious toothpaste brand Natean. The toothpaste is made with botanicals, natural flavors, and fruit extracts.. Key drivers for this market are: Deterring Oral Health Among Population Globally to Boost Market Growth, Inclination Towards Toothpastes with Herbal Ingredients. Potential restraints include: Stronger Penetration of Conventional Toothpaste. Notable trends are: Deterring Oral Health Among Population Globally.

Rising Global Awareness Driving Market Uptake

With more than 3.5 billion people globally affected by oral disorders (bmcoralhealth), consumers are becoming more selective about what they use in their oral hygiene routines. The rise in dental issues such as gum infections, cavities, and sensitivity has spurred demand for natural alternatives that promise efficacy without adverse side effects. Moreover, the World Health Organization (WHO) reports that over 1 billion individuals suffer from severe gum disease, highlighting a pressing need for preventive and gentle oral health solutions—one that herbal toothpaste is well positioned to meet.

Additionally, more than 70% of new toothpaste product launches are now categorized under "natural" according to the Times of India, reflecting a decisive industry shift toward clean-label and eco-friendly formulations. Governments worldwide are also promoting herbal and traditional medicine, providing regulatory support and funding incentives for companies involved in herbal product development.

The Report Covers Asia-Pacific Toothpaste Companies and the Market is Segmented by Distribution Channel (Supermarkets/ Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Channel, and Others) and Geography (China, India, Japan, Australia, and the Rest of Asia-Pacific). The Market Size and Forecasts are Provided in Terms of Value (in USD Million) for all the Above Segments.

India Oral Care Products Market was valued at USD 2.10 Billion in 2024 and is expected to reach USD 2.82 Billion by 2030 with a CAGR of 5.04% during the forecast period.

Toothpaste (Oral Hygiene) Market in India – Outlook to 2023: Market Size, Growth and Forecast Analytics is a broad level market review of Toothpaste market in India. The research handbook provides up-to-date market size data for period 2013-2018 and illustrative forecast to 2023 covering key market aspects like Sales Value and Volume for Toothpaste and its variants Bicarbonate of Soda Toothpaste, Cosmetic Toothpaste, Specialist Toothpaste & Standard Toothpaste. Read More

The Chinese herbal toothpaste market, while lacking precise figures in the provided data, presents a compelling growth story fueled by increasing consumer awareness of natural and holistic oral health solutions. The global toothpaste market itself is substantial, and the segment focused on Chinese herbal formulations is experiencing robust expansion driven by several key factors. Rising disposable incomes in key Asian markets, particularly China and India, are leading to increased spending on premium and specialized oral care products. This trend aligns perfectly with the growing popularity of traditional Chinese medicine (TCM) and the perceived health benefits associated with natural ingredients. Furthermore, a global shift towards natural and organic products is boosting demand for toothpastes formulated with herbal extracts known for their antiseptic and anti-inflammatory properties. This is further amplified by concerns regarding the potential adverse effects of some synthetic ingredients found in conventional toothpaste. Market segmentation reveals a preference for various tube sizes, with 90g, 180g, and 250g packs likely dominating sales. The online sales channel is expected to witness significant growth due to increased e-commerce penetration and the convenience of online purchasing. However, offline channels, including pharmacies and supermarkets, will maintain a considerable share, particularly in regions with lower internet penetration. Competition is fierce, with established multinational companies like Colgate-Palmolive, Procter & Gamble, and Unilever vying for market share alongside regional players like Dabur India and Gaba Holding. The market's growth may be somewhat constrained by price sensitivity in certain regions and the need for consistent quality control and standardization within the herbal ingredient supply chain. The forecast period of 2025-2033 offers significant opportunities for companies that can successfully tap into the burgeoning demand for natural and effective oral care solutions, particularly those leveraging the established reputation of TCM. Strategic partnerships with TCM practitioners and focused marketing campaigns highlighting the unique benefits of herbal ingredients will be crucial for sustained success.

The Asia-Pacific (APAC) toothpaste market, valued at approximately $XX million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 7.50% from 2025 to 2033. This expansion is driven by several key factors. Rising disposable incomes across the region, particularly in rapidly developing economies like India and China, are fueling increased consumer spending on personal care products, including toothpaste. Growing awareness of oral hygiene and its link to overall health is another significant driver, leading to higher adoption rates of toothpaste, especially among the burgeoning middle class. Furthermore, the increasing prevalence of dental issues and the rising popularity of premium and specialized toothpastes (whitening, sensitive teeth, etc.) are contributing to market growth. The shift towards online retail channels offers convenient access to a wider range of products, further boosting market expansion. However, challenges remain, including the presence of counterfeit products and varying levels of oral hygiene awareness across different regions within APAC. Market segmentation reveals significant differences in distribution channels and regional performance. Supermarkets and hypermarkets continue to dominate distribution, but online retail is experiencing rapid growth. China, Japan, and India represent the largest markets within APAC, reflecting their substantial populations and economic dynamism. Australia and the rest of the Asia-Pacific region also contribute to overall market size, albeit to a lesser extent. Leading players like Colgate-Palmolive, Unilever, Procter & Gamble, and GlaxoSmithKline compete intensely, focusing on product innovation and branding to maintain market share. The forecast period (2025-2033) anticipates continued growth, shaped by evolving consumer preferences, technological advancements in toothpaste formulations, and the ongoing expansion of retail channels. Sustained economic growth and increasing health consciousness across the APAC region will remain pivotal in driving market expansion over the next decade. Recent developments include: In 2022, Lion, a Japanese personal care firm, developed a foaming toothpaste that will be used on the International Space Station and will require less water to rinse off. The Japan Aerospace Exploration Agency (JAXA) has chosen the Space Foam Toothpaste to be used onboard the International Space Station (ISS) in 2022., In 2021, Colgate-Palmolive launched a toothpaste for people with diabetes. In collaboration with dentists and diabetes experts, Colgate-Palmolive (India) has created an ayurvedic toothpaste aimed exclusively at people with diabetes, a first-of-its-kind product in India., In 2020, Australian supplement company Henry Blooms launched a range of probiotic toothpaste in various flavors, including watermelon and orange.. Notable trends are: China Holds The Largest Market Share In Asia-Pacific.

The global toothpaste market, valued at $34.48 billion in 2025, is projected to experience robust growth, exhibiting a compound annual growth rate (CAGR) of 8.05% from 2025 to 2033. This expansion is driven by several key factors. Rising awareness of oral hygiene and its link to overall health is a primary catalyst, fueling demand for both standard and functional toothpastes across various demographics. The increasing prevalence of dental issues, coupled with the growing accessibility of dental care, further contributes to market growth. Consumer preference shifts towards natural and organic ingredients, reflected in the rising popularity of "free-from" toothpaste options, are also significantly impacting the market landscape. Furthermore, innovative product development, incorporating features like whitening, sensitivity relief, and therapeutic benefits, are attracting a wider consumer base and expanding market potential. Effective marketing campaigns emphasizing the importance of daily brushing and the benefits of specific toothpaste formulations contribute to sustained market growth. The distribution network's expansion into online retail channels further enhances accessibility and contributes to the overall market expansion. Geographic segmentation reveals varying market dynamics. North America and Europe currently hold substantial market shares, driven by high levels of disposable income and advanced healthcare infrastructure. However, the Asia-Pacific region is poised for significant growth, fueled by rapid urbanization, rising middle classes, and increasing awareness of oral health in developing economies like India and China. Competitive pressures among established players like Procter & Gamble, Unilever, and Colgate-Palmolive, alongside the emergence of smaller, niche players offering specialized products, are shaping market dynamics. This competitive environment is driving innovation and promoting affordability, making high-quality oral hygiene products more accessible to a broader consumer base. The market's future trajectory is strongly influenced by evolving consumer preferences for sustainable and ethically sourced products, a trend that manufacturers are increasingly addressing with eco-friendly packaging and ingredient choices. Recent developments include: In April 2022, Proctor and Gamble company launched its new toothpaste products in the market through the Crest brand. "Crest ProHealth Densify" assists in rebuilding tooth density and provides overall protection from germs. The product is offered in 4.1 oz (116g) packing and provides double enamel protection as per the company's claim., In March 2022, Colgate Palmolive launched its new toothpaste product "Colgate Visible White O2" on a campaign called Smile Out Loud. The product is retailed in India and the company claims the product assists in retaining whitening teeth and provides germ protection to the teeth., In March 2022, the Alacer unit of GlaxoSmithKline company launched its new toothpaste brand Natean in the United States. The products are retailed across Walmart supermarkets. The company claims the product to be vegan-friendly and free from sodium lauryl sulfate, artificial sweeteners, flavors, and dyes.. Notable trends are: Depleting Oral Health Among the Consumers in the Market.

In 2025, the global toothpaste tablets market is projected to reach approximately USD 135.5 million, with expectations to grow to around USD 238.2 million by 2035, reflecting a Compound Annual Growth Rate (CAGR) of 5.8% during the forecast period.

Country-wise Outlook

Competitive Outlook

Snapshot img

APAC Oral Care Market Size 2024-2028

The APAC oral care market size is forecast to increase by USD 3.96 billion at a CAGR of 5.99% between 2023 and 2028.

The market is witnessing significant growth due to several key trends. The adoption of technology in the products is on the rise, with innovations such as electric toothbrushes, smart toothbrushes, and digital mouthwash bottles gaining popularity. Additionally, there is a high demand for mouthwash and teeth-whitening products, driven by increasing consumer awareness and preference for good oral hygiene. However, the market is also subject to stringent regulations to ensure the safety and efficacy of the products, which can impact market growth. These factors, among others, are shaping the dynamics of the market.

What will be the size of the APAC Oral Care Market during the forecast period?

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The market is experiencing significant growth due to rising awareness of oral health and the increasing prevalence of dental conditions such as untreated dental caries, mouth cancer, tooth decay, and periodontal diseases. Oral diseases continue to pose a major health concern In the region, driving demand for toothpaste, toothbrushes, mouth rinses, and electric toothbrushes.
Moreover, innovations in oral care technology, such as Waterpik's water flossers and Sensonic, Pro Sonic, Curve Sonic, and smart toothbrushes from various manufacturers, are gaining popularity for their effectiveness in addressing oral health issues. Intense competition among market players, however, necessitates continuous innovation and differentiation. Consumers are also showing a preference for natural and premium oral care products, including charcoal-based cleaners and dental whitening solutions, as well as sensitivity relief offerings. Raw materials and production costs remain key challenges for manufacturers In the region.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Distribution Channel

  Offline
  Online


Application

  Home
  Dentistry


Geography

  APAC

    China
    India
    South Korea

By Distribution Channel Insights

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

The offline retail segment remains a significant contributor to the market, with steady growth observed in 2023. Supermarkets, pharmacies, and traditional brick-and-mortar retailers are popular channels for consumers in APAC to purchase oral care products. The preference for offline shopping stems from the tactile shopping experience it offers. Consumers value the ability to physically examine products, read labels, and compare brands. This approach enables informed decisions regarding product quality, ingredients, and features. Oral health issues, such as dental caries, oral diseases, mouth cancer, tooth decay, and periodontal diseases, continue to drive demand.

However, the market encompasses a wide range of offerings, including toothpaste, toothbrushes, mouth rinses, oral hygiene products, charcoal-based cleaners, dental whitening solutions, anticaries drug products, and probiotics. Other categories include ethical labelling, cruelty-free ingredients, natural plant extracts, and personalized solutions. The market faces intense competition, with various players offering a diverse range of products, from premium brands to affordable household items. Online retail channels, such as e-commerce platforms and dental clinics, also contribute to the market's growth. Key trends include the increasing popularity of smart toothbrushes, virtual dental care, and AI technology in oral care. Additionally, there is a growing focus on sustainable packaging, biodegradable products, and children's oral care.

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The offline segment was valued at USD 6.76 billion in 2018 and showed a gradual increase during the forecast period.

Market Dynamics

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the key market drivers leading to the rise in adoption of APAC Oral Care Market?

An increase in the adoption of technology in oral care products is the key driver of the market.

The market is witnessing significant growth due to the rising prevalence of oral health issues such as dental caries, mouth cancer, tooth decay, and periodontal diseases. Consumers are increasingly seeking advanced oral solutions to maintain strong, healthy teeth and gums. One trend In the toothbrush industr

The Asia-Pacific oral care market, valued at approximately $XX million in 2025, is projected to experience robust growth, exhibiting a compound annual growth rate (CAGR) of 8.50% from 2025 to 2033. This expansion is driven by several key factors. Rising disposable incomes across the region, particularly in rapidly developing economies like India and China, are fueling increased consumer spending on premium oral care products. A growing awareness of oral hygiene and its connection to overall health is also significantly contributing to market growth. Furthermore, the increasing prevalence of dental issues, coupled with expanding access to dental care services, is creating a larger demand for preventative oral care products. The market is witnessing a notable shift towards innovative product offerings, such as electric toothbrushes and specialized mouthwashes targeting specific oral health concerns. This trend reflects a sophisticated consumer base increasingly seeking advanced solutions for better oral hygiene. Market segmentation reveals significant opportunities across product types and distribution channels. Toothpaste and toothbrushes remain the dominant product segments, although the demand for mouthwashes, dental floss, and denture care products is also experiencing healthy growth, reflecting a trend toward comprehensive oral care routines. Supermarkets and hypermarkets represent the largest distribution channel, but the online retail segment is growing rapidly, reflecting the increasing adoption of e-commerce in the region. While China, Japan, and India constitute the major markets, significant growth potential exists in other Asia-Pacific countries as consumer awareness and purchasing power rise. Established players such as Procter & Gamble, Unilever, and Colgate-Palmolive dominate the market, but smaller, niche players are also gaining traction by offering specialized and innovative products. Competition is fierce, with companies investing heavily in research and development, branding, and marketing to capture market share. However, challenges remain, including the price sensitivity of consumers in some segments and the need to address the diverse oral hygiene needs across the region's varied populations. Recent developments include: In April 2022, to launch a new electric toothbrush, Colgate partnered with Shopee, one of the leading online shopping platforms in Southeast Asia and Taiwan. The company claims the product has four cleaning modes: squeaky clean, sparkle, gum care, and night spa. This product is only available online in five markets - Singapore, Malaysia, Thailand, Vietnam, and the Philippine, In June 2021, Unilever PLC introduced entirely recyclable tubes in two of India's most popular oral care products. The company claims that in its quest to achieve 100% sustainability in the oral care market, it has chosen EPL Limited (formerly known as Essel Propack Limited), the largest specialty packaging manufacturer in the world. For Unilever's toothpaste division, EPL will provide Platina Tubes that are entirely recyclable and APR-approved. By 2025, Unilever's oral care brands, including Signal, Pepsodent, and Closeup, will be 100% recyclable thanks to this agreement., In May 2021, Albéa Group partnered with GlaxoSmithKline Consumer Healthcare (GSKCH) to launch fully recyclable toothpaste tubes using its proprietary Greenleaf 2 laminate tube technology across GSKCH's global oral health brands, including Sensodyne, Parodontax, and Aquafresh.. Notable trends are: Deterring Oral Health among Population.

The revenue in the 'Oral Care' segment of the beauty & personal care market in India was modeled to be ************ U.S. dollars in 2024. Between 2018 and 2024, the revenue rose by *********** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The revenue will steadily rise by *********** U.S. dollars over the period from 2024 to 2030, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Oral Care.

The global toothpaste market, while mature, exhibits consistent growth driven by increasing awareness of oral hygiene and the rising prevalence of dental diseases. The market size in 2025 is estimated at $50 billion, reflecting a steady Compound Annual Growth Rate (CAGR) of 4% observed between 2019 and 2024. This growth is fueled by several key drivers: the expanding middle class in developing economies increasing disposable incomes and subsequently spending on personal care products, the introduction of innovative formulations (such as whitening, sensitivity relief, and herbal toothpastes), and targeted marketing campaigns emphasizing the link between oral health and overall well-being. Significant market segmentation exists across application (online vs. offline sales channels) and product type (fluoride, herbal, antiphlogistic, and others). Online sales are experiencing faster growth due to increasing e-commerce penetration and the convenience factor. Fluoride toothpastes continue to dominate the market share, although herbal and specialized toothpastes are gaining traction due to growing consumer interest in natural and alternative therapies. Geographic variations are also evident, with North America and Europe maintaining significant market share, while rapidly developing Asian economies, notably China and India, showcase substantial growth potential. Despite the positive growth trajectory, the market faces certain restraints. Price sensitivity in price-sensitive markets, intense competition among established players, and fluctuating raw material costs pose challenges. The market is highly consolidated, with major players like Colgate-Palmolive, Procter & Gamble, Unilever, and Church & Dwight holding significant market share. However, smaller niche players focusing on specialized toothpastes (e.g., organic, whitening) are finding success by catering to specific consumer segments. Looking ahead to 2033, the market is projected to continue its growth trajectory, driven by continued improvements in oral hygiene practices and the ongoing development of advanced toothpaste formulations. Companies will likely invest in research and development, focusing on delivering innovative and effective products to maintain their competitive edge.