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).

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%.

Metric	Value
Market Size in 2025	USD 14,653.2 Million
Projected Market Size in 2035	USD 20,273.8 Million
CAGR (2025 to 2035)	3.3%

Country Wise Outlook

Country	CAGR (2025 to 2035)
USA	3.4%

Country	CAGR (2025 to 2035)
UK	3.2%

Region	CAGR (2025 to 2035)
European Union (EU)	3.3%

Country	CAGR (2025 to 2035)
Japan	3.2%

Country	CAGR (2025 to 2035)
South Korea	3.4%

Competitive Outlook

Company Name	Estimated Market Share (%)
Colgate-Palmolive Company	32-36%
Procter & Gamble (Crest)	18-22%
GlaxoSmithKline plc (Sensodyne/Parodontax)	12-15%
Unilever (Close-Up, Pepsodent )	8-12%
Lion Corporation	4-6%
Other Brands (combined)	15-20%

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.

The size of the Oral Care Market was valued at USD XX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 6.32% during the forecast period. Oral care, also known as oral hygiene, involves maintaining the cleanliness and health of the mouth, teeth, and gums to prevent dental issues and promote overall health. Key practices include regular brushing, flossing, and using mouthwash to remove food particles and plaque, which can lead to tooth decay and gum disease. Brushing twice a day with fluoride toothpaste helps to strengthen tooth enamel and prevent cavities. Flossing daily removes plaque and food particles from between teeth and under the gumline, areas that a toothbrush can't reach. Mouthwash can help to reduce bacteria and freshen breath. 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 Philippines., In March 2022, Crest, a toothpaste brand in America owned by P&G, launched a premium toothpaste, 'Crest Densify,' to help prolong the lives of teeth by actively rebuilding their density through re-mineralizing enamel., In January 2022, the Oral B brand of Proctor & Gamble launched its new Oral B iO lineup of brushes. The products iO4 and iO5 electric brushes are designed for deep cleaning embedded with linear magnetic drive, bi-modal innovative pressure sensor, and redesigned brush head, claims the company.. Key drivers for this market are: Growing Influence of Social Media and Impact of Digital Technology, Rising Demand for Natural and Organic Skincare Products. Potential restraints include: Enhanced Presence of Counterfeit Skin Care Products. Notable trends are: Deterring Oral Health Among the Global Population is Popularizing Oral Care Products.

The oral care market is growing at a very rapid pace. It is because of increasing awareness about dental hygiene, growing adoption of technologically advanced oral care products, and the shift towards sustainable and eco-friendly solutions.

Market Segment	Industry Share (%)
Top 3 (Colgate-Palmolive, Procter & Gamble, Unilever)	70%
Rest of Top 5 (Johnson & Johnson, GlaxoSmithKline)	3%
Next 5 of Top 10 (Church & Dwight, Dentsply Sirona, Henkel, Lion Corporation, Sunstar)	7%
Emerging & Regional Brands (natural and sustainable oral care startups)	20%

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.

The statistic shows the leading toothpaste vendors in the United States in 2021, based on sales. For the 52 weeks ended September 5, 2021, Procter & Gamble was the leading U.S. toothpaste vendor with sales of over one billion U.S. dollars. Total sales of U.S. toothpaste amounted to about 3.19 billion U.S. dollars in that period.

By 2035, the Toothpaste Market is estimated to expand to USD 29.73 Billion, showcasing a robust CAGR of 3.69% between 2025 and 2035, starting from a valuation of USD 19.96 Billion in 2024 and USD 20.70 Billion in 2025.

The global toothpaste market size reached approximately USD 21.67 Billion in 2024. The market is projected to grow at a CAGR of 4.00% between 2025 and 2034, reaching a value of around USD 32.08 Billion by 2034.

The market growth is expected to be driven by the increasing demand that is primarily fueled by the growing awareness regarding oral hygiene and rising prevalence of oral disorders. Additionally, gum care is experiencing growth in the U.S. toothpaste market size as well.

The measured market will grow with innovation, natural ingredients and market-specific formulations. Today's rapidly changing general consumer preferences are becoming an ever-growing necessity for brands to provide these niche toothpaste products, especially with the growing competition getting higher.

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.

United States toothpaste market size reached USD 5.3 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 7.2 Billion by 2033, exhibiting a growth rate (CAGR) of 3.04% during 2025-2033. The widespread adoption of dental care products, along with the introduction of product variants with enhanced properties, is primarily driving the market growth across the country.

Report Attribute	Key Statistics
Base Year	2024
Forecast Years	2025-2033
Historical Years	2019-2024
Market Size in 2024	USD 5.3 Billion
Market Forecast in 2033	USD 7.2 Billion
Market Growth Rate (2019-2024)	3.04%

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on type, distribution channel, and end user.

Snapshot img

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,

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.

Metric	Value
Market Size in 2025	USD 135.5 Million
Projected Market Size in 2035	USD 238.2 Million
CAGR (2025 to 2035)	5.8%

Country-wise Outlook

Country	CAGR (2025 to 2035)
USA	6.1%

Country	CAGR (2025 to 2035)
UK	5.6%

Region	CAGR (2025 to 2035)
EU	5.4%

Country	CAGR (2025 to 2035)
Japan	5.8%

Country	CAGR (2025 to 2035)
South Korea	5.7%

Competitive Outlook

Company/Organization Name	Estimated Market Share (%)
Bite Toothpaste Bits	18-22%
Unilever plc (Love Beauty and Planet)	14-18%
Hello Products (Colgate-Palmolive)	12-16%
Denttabs GmbH	10-14%
Huppy	8-12%
Others	26-32%

The global toothbrush and toothpaste market is projected to grow from USD 43.96 billion in 2023 to USD 60.99 billion by 2033, at a CAGR of 4.96% during the forecast period. Rising awareness of oral hygiene, increasing disposable income, and product innovations are driving the market growth. The market is segmented by distribution channel, product type, bristle type, form, and region. Supermarkets/hypermarkets and pharmacies/drug stores are the dominant distribution channels, while manual toothbrushes and toothpaste are the most popular product types. Soft bristles are the most preferred, and gel toothpaste is gaining popularity. North America and Europe are the largest markets, with Asia Pacific expected to grow at the highest CAGR during the forecast period. Recent developments include: The Toothbrush And Toothpaste Market is projected to reach USD 68.0 billion by 2032, exhibiting a CAGR of 4.96% during the forecast period (2024-2032). Rising awareness about oral hygiene, increasing disposable income, and growing demand for premium oral care products are key factors driving market growth. Additionally, technological advancements such as the introduction of electric toothbrushes and smart toothpastes are further propelling market expansion. The market is witnessing strategic collaborations and acquisitions among key players to strengthen their product portfolios and expand their geographic reach.. Key drivers for this market are: 1 Advanced Toothbrush Technologies Smart sonic and UV toothbrushes2 Natural and Organic Toothpaste Demand for fluoride free and plant-based options3 Smart Oral Care Devices IoT connected toothbrushes and toothpaste dispensers4 Personalized Oral Care Custom tailored products based on individual needs5 Sustainability Ecofriendly and biodegradable packaging and products. Potential restraints include: Rise of electric toothbrushes growing demand for natural and organic products increasing dental awareness technological advancements in toothpaste rising disposable income.

The North America Oral Care Market report segments the industry into Product Type (Breath Fresheners, Dental Floss, Denture Care, Mouthwashes and Rinses, Toothbrushes and Replacements, Toothpaste), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, Other Distribution Channels), and Country (United States, Canada, Mexico, Rest of North America).

********* 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.

The Sensitive Toothpaste Market Report is Segmented by Category (Natural and Organic, Conventional), End Use (Adults, Kids/Children), Distribution Channel (Supermarkets/Hypermarkets, Pharmacies and Drug Stores, Online Retail Stores, Others), and Geography (North America, Europe, Asia-Pacific, South America, Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Type: Sensitivity: Formulated to alleviate discomfort and pain for individuals with sensitive teeth and gums. Whitening: Designed with specific ingredients to effectively remove stains and enhance tooth brightness. Children's: Developed to meet the unique oral health needs of children, with gentle formulations and age-appropriate flavors. Anticavity: Formulated with fluoride and other active ingredients to prevent tooth decay and strengthen teeth's enamel. Herbal: Incorporates natural plant extracts or essential oils known for their oral health benefits and soothing properties. Distribution Channel: Store-Based: Includes retail stores, supermarkets, pharmacies, and convenience stores, providing easy access to toothpaste products. Non-Store-Based: Online platforms, e-commerce websites, and direct-to-consumer sales channels offer convenience and a wider product selection. 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..

According to Cognitive Market Research, the global Natural Toothpaste market size will be USD 2251.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 9.0% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 900.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 675.36 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 517.78 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 112.56 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 45.02 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031.
The Supermarkets and Hypermarkets category is the fastest growing segment of the Natural Toothpaste industry

Market Dynamics of Natural Toothpaste Market

Key Drivers for Natural Toothpaste Market

Increasing Awareness Regarding Oral Health to Boost Market Growth

The key driver of this market is the growing global consumer awareness of oral hygiene and wellness. People are increasingly likely to spend money on goods that claim to maintain or improve dental health as they become more aware of the connection between good oral health and general wellbeing. Government and health organization dental health campaigns, together with manufacturer marketing campaigns emphasizing the advantages of consistent and efficient oral care, all contribute to this increased awareness. The market is becoming more and more interested in this product because it provides unique advantages including whitening, gum care, cavity prevention, and sensitivity relief. Additionally, consumers are looking for goods that offer additional health advantages, such as those made with natural components or that guard against oral health conditions.

Rising Product Innovation to Drive Market Growth

Modern oral care companies are rapidly improving their manufactured goods. Colgate Palmolive, for example, introduced toothpaste designed specifically for people with diabetes. Additionally, this toothpaste has ayurvedic ingredients including jamun, neem, and amla, which are well-known for being beneficial treatments for dental health problems in diabetics. Furthermore, natural toothpaste and other innovations are devoid of harsh chemicals and composed entirely of natural ingredients. Consumers rapidly shifted from conventional to natural toothpaste in many places, which can be ascribed to toothpaste's overwhelming chemical availability. Innovations are therefore developed in response to customer requirements and desires, which raises toothpaste use among customers and drives the market for natural toothpaste growth.

Restraint Factor for the Natural Toothpaste Market

High Cost and Presence of Conventional Toothpaste will Limit Market Growth

Premium, naturally obtained substances like organic compounds, herbal extracts, and essential oils are generally used at higher production costs, which translates into higher retail prices. This may limit the availability of natural toothpaste for cost-conscious people. The cost of producing a product might be increased by the challenge or expense of sourcing certain natural ingredients sustainably. Furthermore, smaller, natural toothpaste businesses find it challenging to capture a sizable portion of the oral care industry due to the dominance of big toothpaste brands like Colgate, Crest, and Sensodyne. Large companies also possess the means to launch "natural" product lines and quickly adjust to market trends.

Impact of Covid-19 on the Natural Toothpaste Market

The COVID-19 pandemic affected the market for natural toothpaste in both positive and negative ways. During the epidemic, consumers grew more health-conscious, paying increased attention to personal cleanliness, especially oral health. This raised demand for toothpaste products, especially for natural toothpaste and other goods thought to be "cleaner" and safer....

The size of the Baby Oral Care Market was valued at USD XX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 5.50% during the forecast period. Baby oral care involves practices and products designed to maintain the oral health of infants and young children. It starts even before the first tooth appears, with parents gently wiping the baby's gums with a clean, soft cloth twice a day. Once teeth begin to emerge, typically around six months, a soft-bristled toothbrush and a small amount of fluoride toothpaste are used. Regular cleaning helps prevent early childhood caries (cavities), which can lead to pain, infection, and affect the child's growth and development. Parents are also advised to avoid putting babies to bed with bottles containing sugary liquids, as this can cause tooth decay. Establishing a dental home by the child's first birthday is recommended for professional guidance and preventive care. Proper baby oral care ensures healthy teeth development and sets the foundation for good oral hygiene habits. Recent developments include: July 2022: Davids Natural Toothpaste announced the launch of kids+adults premium toothpaste. Packed with all of the natural goodness, it is enhanced with tasty watermelon and strawberry flavors that will leave the mouth feeling refreshed and clean. This high-performance, fluoride-free toothpaste uses naturally sourced and derived ingredients to whiten teeth safely and effectively. It removes plaque and freshens the breath., March 2021: Marico Bangladesh brought in a new addition to its baby oral care range under Parachute Just for Baby brand to ensure safe baby teeth care for babies between the ages of 6 months to 6 years., March 2021: Nudge Goods Inc., an American-based self-care and oral hygiene products manufacturer, introduced a subscription box service for oral care products called 'Nudge Oral Care Box.' The Nudge Oral care box is a pack of oral care products, including fluoride-free toothpaste, alcohol-free concentrated mouthwash, 2 bamboo toothbrushes, and 100% biodegradable floss.. Key drivers for this market are: Aggressive Marketing and Strategic Investments by Key Players, Growing Prevalence of Smokeless Tobacco Supported By Growth in Production of Tobacco. Potential restraints include: Stringent Government Regulations Leading to Ban on Smokeless Tobacco. Notable trends are: Increasing Oral Health Problems Among Kids.