The United States oral care market value reached around USD 11.68 Billion in 2024. The market is projected to grow at a CAGR of 3.70% between 2025 and 2034, reaching almost USD 16.80 Billion by 2034.

The North America Oral Care Market Report is Segmented by Product Type (Toothpaste, Mouthwash/Rinses, Toothbrush, and Other Product Types), Ingredient (Conventional, Organic), End User (Kids/Children, Adults), Distribution Channel (Supermarkets/Hypermarkets, Drug Stores/Pharmacies, and More), and Geography (United States, Canada, Mexico, Rest of North America). The Market Forecasts are Provided in Terms of Value (USD).

The global oral care market is projected to grow significantly, from USD 55,390.1 million in 2025 to USD 91,087.6 million by 2035. The market is expected to exhibit a CAGR of 5.1% from 2025 to 2035.

Metric	Value
Industry Size (2025E)	USD 55,390.1 Million
Industry Value (2035F)	USD 91,087.6 Million
CAGR (2025 to 2035)	5.1%

Semi-Annual Market Update

Particular	Value CAGR
H1 2024	5.9% (2024 to 2034)
H2 2024	4.5% (2024 to 2034)
H1 2025	6.2% (2025 to 2035)
H2 2025	4.0% (2025 to 2035)

Per Capita Spending Analysis

Countries	Population (millions)
United States	345.4
United Kingdom	68.3
Germany	84.1
Japan	123.2
Australia	26.3

Countries	Estimated Per Capita Spending (USD)
United States	5.2
United Kingdom	4.1
Germany	4.5
Japan	3.8
Australia	4.7

Category-wise Insights

Segment (Product Type)	CAGR (2025 to 2035)
Toothbrush	4.5%
Others	4.9%

Segment (Distribution Channel)	CAGR (2025 to 2035)
Convenience Stores	4.2%
Others	5.1%

Snapshot img

Oral Care Market Size 2025-2029

The oral care market size is forecast to increase by USD 12.31 billion at a CAGR of 4.8% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing adoption of technology in oral care products. Advanced technologies such as artificial intelligence, nanotechnology, and biotechnology are revolutionizing the industry, leading to innovative solutions for oral hygiene and disease prevention. A key trend in the market is the high demand for mouthwash and teeth-whitening products, as consumers prioritize maintaining good oral health and aesthetics. However, the market faces challenges from stringent regulations on oral care products.
To capitalize on market opportunities and navigate challenges effectively, companies must stay informed of emerging technologies and regulatory requirements, and adapt their strategies accordingly. By focusing on innovation, quality, and regulatory compliance, oral care companies can differentiate themselves and meet the evolving needs of consumers. Compliance with these regulations requires significant investment in research and development, production, and marketing, which can increase costs for manufacturers. Biodegradable oral care products , bamboo brushes and dental floss made from natural materials align with consumers' eco-conscious preferences.

What will be the Size of the Oral Care 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 encompasses a diverse range of products and services, from dental X-rays and metallic braces to modern innovations like digital radiography and remote dental care. Dental materials science and polymer science underpin the development of advanced dental solutions, such as ceramic braces and 3D printing. Patient compliance is a key market driver, leading to the creation of dental apps, therapeutic mouthwashes, and saliva substitutes. Oral health education is crucial, with pediatric dentistry, oral surgery, and orthodontic treatments playing essential roles.
Treatment adherence is facilitated through the use of mouth guards, night guards, and tongue scrapers. Herbal mouthwashes and teeth bleaching cater to cosmetic concerns, while sports guards and sleep apnea treatments address specific health needs. Overall, the market is characterized by continuous innovation and a focus on improving patient care and experience. Preventive care is prioritized through the use of interdental cleaning devices, water flossers, and antiseptic mouthwashes. Oral pathology and forensic dentistry offer diagnostic and investigative services, while oral surgery and restorative dentistry address more complex dental issues.

How is this Oral Care Industry segmented?

The oral care 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


Application

  Home
  Dentistry


Product

  Toothpaste
  Toothbrush
  Mouthwash
  Denture products
  Dental accessories


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The market encompasses a range of products and services, from preventative measures like toothbrushes, dental floss, and mouthwash, to more specialized treatments such as root planing, dental sealants, and cosmetic dentistry. Periodontal disease and gum disease are significant concerns, leading to innovations in interdental brushes and sensitive toothpastes. Children's toothbrushes and dental insurance cater to specific demographics. Wisdom teeth and impacted teeth necessitate procedures like extraction and orthodontics. Enamel erosion and mouth ulcers are common oral health issues addressed through calcium phosphate supplements and essential oils. Dental fillings, dental implants, and complete and partial dentures are essential restorative solutions.

Product innovation continues to drive the market, with advancements in whitening toothpastes, electric toothbrushes, and clinical trials for new treatments. Distribution channels include both offline (hypermarkets, supermarkets, etc.) and online (subscription services, e-commerce platforms). Dental hygiene remains a priority, with the ADA seal of acceptance ensuring product effectiveness. Oral cancer screenings are crucial, and professional cleanings are essential for maintaining optimal oral health. Dry mouth, caused by various factors,

The South America Oral Care Market is Segmented by Product Type (Mouthwashes/Rinses, Toothbrush, Toothpaste, and Other Product Types), Ingredient (Conventional and Natural/Organic), End User (Kids/Children, and Adult), Distribution Channel (Supermarkets/Hypermarkets, Pharmacies/Drug Stores, and More), and Geography (Brazil, Argentina, and More). The Market Forecasts are Provided in Terms of Value (USD).

The U.S. Oral Care Market size was valued at USD 5.31 billion in 2023 and is projected to reach USD 7.63 billion by 2032, exhibiting a CAGR of 5.32 % during the forecasts period. Recent developments include: In January 2024, Lidl, a German supermarket chain, announced their expansion to another store in Queens, New York, marking their 174th store in the U.S. , In May 2021, Unilever announced plans to convert toothpaste tubes of its oral care brands, such as Closeup, Pepsodent, and Signal, into recyclable ones by 2025. , In April 2020, Perrigo Company plc acquired the the oral care assets of High Ridge Brands Co, including Firefly and Dr. Fresh brands. , In August 2020, Colgate-Palmolive Company launched a smart electric toothbrush, hum by Colgate. .

United States Oral Care Products market was valued at USD 10.43 Billion in 2024 and is expected to reach USD 14.63 Billion by 2030 with a CAGR of 5.8%.

Pages	182
Market Size	2024: USD 10.43 Billion
Forecast Market Size	2030: USD 14.63 Billion
CAGR	2025-2030: 5.8%
Fastest Growing Segment	Online
Largest Market	Northeast
Key Players	1 Procter and Gamble Company (P&G) 2 Colgate-Palmolive Company 3 Church & Dwight Co., Inc. 4 Unilever PLC 5 Johnson & Johnson Services, Inc. 6 SmileDirectClub, Inc. 7 GlaxoSmithKline plc (GSK Consumer Healthcare) 8 Philips Oral Healthcare, Inc. 9 Perrigo Company 10 Dr. Brite, LLC

Snapshot img

Oral Hygiene Market Size 2024-2028

The oral hygiene market size is forecast to increase by USD 11.49 billion at a CAGR of 4.5% between 2023 and 2028. The market is experiencing significant growth, driven by various trends and factors. One of the primary growth factors is the increasing demand for teeth whitening products and mouthwash, as consumers seek to maintain a bright and healthy smile. Another trend is the rise in preference for natural and organic oral hygiene products, reflecting a broader trend towards healthier lifestyles and eco-consciousness. Additionally, homemade remedies and alternative oral health solutions are gaining popularity, particularly among budget-conscious consumers and those seeking more natural options. These trends are expected to continue shaping the market in the coming years.

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Furthermore, the toothbrush segment includes manual and electric toothbrushes. Consumer needs and public awareness are key factors influencing market trends. The geriatric population and cosmetic dentistry are also driving consumer spending power in the market.

Market Segmentation

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


Product

  Primary oral hygiene products
  Secondary oral hygiene products


Geography

  Europe

    Germany
    UK


  North America

    US


  APAC

    China
    Japan


  South America



  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The market is experiencing significant growth due to the rising prevalence of dental diseases, particularly among the aging population and those with unhealthy food habits. Product innovation is a key trend in the industry, with companies introducing new mouthwashes and toothpastes. However, poverty and limited access to dental care remain challenges, with brands targeting affordable options. The toothpaste and mouthwash segments continue to dominate, with manual and electric toothbrushes gaining popularity.

Furthermore, consumer needs and public awareness are driving the market, with a focus on sustainable and eco-friendly products, such as those with nano-hydroxyapatite. The geriatric population and those with oral diseases are major consumer groups for cosmetic dentistry, while consumer spending power and industry applications continue to shape market dynamics.

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The offline segment was valued at USD 30.26 billion in 2018 and showed a gradual increase during the forecast period.

Regional Insights

Europe is estimated to contribute 41% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market caters to adults, kids, and infants with a wide range of natural and innovative products. Natural offerings are gaining popularity due to increasing health consciousness. Digital marketing strategies are being employed extensively by both global giants and emerging local players to expand their customer base. Strategic initiatives, collaborations, and partnerships with dental professionals, regulatory compliances, and dental associations are key growth drivers. Emerging markets in Asia-Pacific and Africa present significant opportunities. Social media and digital platforms are used for educational initiatives, creating awareness about oral health issues such as dental caries, periodontal diseases, oral cancers, gum recession, dry mouth, aesthetic appearance, teeth whitening, veneers, and orthodontics. Furthermore, water flossers and toothpaste formulations undergo development through clinical studies. Dental associations and public health campaigns play a crucial role in promoting oral hygiene practices.

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.

Market Driver

The demand for teeth whitening products and mouthwash is the key driver of the market. The market has experienced significant growth due to the increasing awareness of dental diseases and the ageing population. Unhealthy food habits and poverty are major factors contributing to an increase in oral health issues. In response, companies have introduced innovative oral hygiene products to cater to consumer needs. Colgate-Palmolive Company and Procter and Gamble (P&G) are majo

The USA Oral Care Market is valued at USD 9.4 billion, primarily driven by a growing emphasis on preventive healthcare and rising disposable incomes. As consumers become more conscious of oral hygiene, the market sees steady growth across a range of products, including electric toothbrushes, natural toothpaste, and whitening solutions.

Technological advancements in the U.S. Oral Care industry are shaping the future market landscape. The report evaluates innovation-driven growth and how emerging technologies are transforming industry practices, offering a comprehensive outlook on future opportunities and market potential.

The average revenue per capita in the 'Oral Care' segment of the beauty & personal care market in the United States was modeled to be ***** U.S. dollars in 2024. Following a continuous upward trend, the average revenue per capita has risen by **** U.S. dollars since 2018. Between 2024 and 2030, the average revenue per capita will rise by **** U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Oral Care.

According to Cognitive Market Research, Oral Care Oral Hygiene Market is driven by increasing awareness of oral health’s role in overall well-being. Smart toothbrushes, connected apps, and eco-friendly offerings are gaining popularity, especially in developed markets. Market Dynamics of Oral Care Oral Hygiene Market

Key Drivers of Oral Care Oral Hygiene Market

Increased awareness of the link between oral hygiene and overall health is driving demand for regular dental care and preventive products like fluoride toothpaste, mouthwash, and interdental brushes. Several studies have proven that increasing oral hygiene knowledge correlates with good oral health status compared to those who lack this knowledge.

(Source:https://bmcoralhealth.biomedcentral.com/articles/10.1186/s12903-023-03522-w)

The global oral care market is increasingly driven by the dual forces of a rising burden of dental diseases alongside growing public awareness about oral health’s critical role in overall well-being. According to the CDC’s 2024 Oral Health Surveillance Report, nearly 21% of adults aged 20–64 years in the United States have one or more permanent teeth with untreated decay, underscoring the widespread nature of dental caries in the prime adult population.

(Source:https://www.cdc.gov/oral-health/php/2024-oral-health-surveillance-report/selected-findings.html)

The global oral care and hygiene market is experiencing strong growth fueled by rising disposable incomes and rapid urbanization, especially in developing regions. Today, 67% of UK adults—about 34 million people—use electric brushes.

(Source:https://www.dentalhealth.org/news/12-million-brits-move-to-electric-toothbrushes)

Key Trends of Oral Care Oral Hygiene Market

Consumers are increasingly preferring toothpaste, mouthwash, and other products made with herbal ingredients like neem, charcoal, clove, and aloe vera, driven by concerns over harsh chemicals.

For example, U.S., Tom’s of Maine has gained traction by offering fluoride-free, plant-based toothpaste options featuring fennel, myrrh, and propolis, catering to consumers seeking chemical-free oral care alternatives.

(Source:https://www.tomsofmaine.com/products/fluoride-free-antiplaque-whitening-fennel-toothpaste)

Impact of AI on the Oral Care & Oral Hygiene Market

Artificial Intelligence (AI) is significantly transforming the oral care and hygiene industry by driving innovation, personalization, and preventive care. Here's how:

Smart Oral Care Devices

AI-powered electric toothbrushes (e.g., Oral-B iO, Colgate hum) use sensors and machine learning to track brushing patterns, pressure, and coverage. These devices provide real-time feedback via mobile apps, improving brushing habits and reducing oral health issues.

(Source:https://www.amazon.in/Colgate-Smart-Battery-Powered-Toothbrush/dp/B089FBPFHS)

Personalized Oral Health Solutions

AI enables tailored product recommendations and regimens based on user behavior, dental history, or sensitivity concerns. Brands are developing AI-driven diagnostic tools that assess oral health through photos or saliva data, offering customized care plans.

(Source:https://pmc.ncbi.nlm.nih.gov/articles/PMC9139975/)

Virtual Dental Consultations & Monitoring

AI is being used in teledentistry platforms to conduct automated dental assessments, track treatment progress, and alert users to potential problems like gum recession or plaque buildup. This boosts early detection and preventive care adoption.

(Source:https://bmcoralhealth.biomedcentral.com/articles/10.1186/s12903-024-04160-6)

Predictive Analytics for R&D and Marketing

AI analyzes consumer data to identify trends, develop new products, and improve targeting strategies. It helps brands forecast demand, optimize inventory, and launch effective marketing campaigns based on behavioral insights.

(Source:https://www.thesciencebrigade.com/jst/article/view/196)

Enhancing Customer Engagement

AI chatbots and virtual assistants are now guiding users in selecting oral care products based on specific needs (e.g., whitening, sensitivity, children’s care), increasing engagement and conversion rates on e-commerce platforms.

(Source:https://pmc.ncbi.nlm.nih.gov/articles/PMC10748804/) Introduction of Oral Care Oral Hygiene Market

The oral care ...

North America Oral Care Market Size was valued at USD 13.2 Billion in 2024 and is projected to reach USD 19.7 Billion by 2032, growing at a CAGR of 5.2% from 2026 to 2032.

Key Market Drivers

High Dental Health Awareness and Preventive Care: High dental health awareness and a focus on preventive care are key drivers of the North America oral care market. According to the CDC, 64.9% of adults in the United States saw a dentist in the previous year, indicating a significant knowledge of oral health. NHANES highlights a growing trend in preventive care, with greater expenditure on sophisticated oral hygiene products and regular checkups. This shift toward proactive dental care increases demand for new and high-quality oral care solutions, propelling the industry forward.

In US Oral Care Market, offering valuable insights, key market trends, competitive landscape, and future outlook to support strategic decision.

The North American oral hygiene market is projected to grow at a CAGR of 5.58% during the forecast period, 2025-2033. The market is driven by factors such as the rising prevalence of oral diseases, increasing awareness about oral hygiene, and the adoption of advanced dental technologies. Moreover, the growing popularity of cosmetic dentistry and the increasing demand for teeth whitening products are contributing to the market growth. In terms of segments, the toothbrushes and replacements segment held the largest share of the market in 2025. However, the mouthwashes and rinses segment is expected to witness the highest growth rate during the forecast period. The online retail stores segment is projected to grow at a significant rate, owing to the increasing convenience and ease of shopping online. The United States holds the largest share of the North American oral hygiene market, followed by Canada and Mexico. Key players operating in the market include Henkel AG & Co KGaA, Church & Dwight Co Inc, Unilever PLC, Amway, GSK PLC, Colgate-Palmolive Company, The Gillette Company, The Procter & Gamble Company, Johnson & Johnson Services Inc, and Sunstar Suisse SA. Recent developments include: In January 2022, Oral-B introduced New Products and Innovations for Better Oral Care Health, Access, and Education across North America. They launched a smart toothbrush Oral-B iO10 with iOSense, the ultimate oral health coach., In March 2021, Colgate-Palmolive launched a new oral care category: CO. by Colgate, an oral beauty collection in North America. Seven complementary goods are included in the bold collection., In February 2021, Colgate's Hello Products launched new, sustainable, and natural oral care products, such as a reusable toothbrush, Infused peppermint oil+Coconut oil floss, Fresh breath tablets, and mouthwashes in the United States.. Key drivers for this market are: Increasing Demand for Natural Cosmetics, Increasing Demand for Cruelty Free Cosmetics. Potential restraints include: Presence of Counterfeit Products. Notable trends are: The United States Dominates the Regional Oral Care Market.

The North American oral hygiene market, valued at approximately $XX million in 2025, is poised for robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 5.58% from 2025 to 2033. This expansion is fueled by several key drivers. Rising awareness of oral health and its connection to overall well-being is a significant factor, leading to increased consumer spending on preventative oral care products. The market also benefits from the proliferation of innovative product offerings, such as advanced toothbrushes with smart features, natural and organic oral care options catering to health-conscious consumers, and specialized products targeting specific age groups and oral health concerns. Furthermore, effective marketing campaigns emphasizing the long-term benefits of consistent oral hygiene practices contribute to market growth. However, certain restraints exist, including the potential for price sensitivity among consumers, particularly during economic downturns. Competition from private label brands and the presence of established multinational corporations also shape market dynamics. The market segmentation reveals strong performance across various product types, with toothpaste, toothbrushes, and mouthwashes dominating sales. Distribution channels are diversified, encompassing supermarkets, pharmacies, convenience stores, and the rapidly expanding online retail sector. The United States, as the largest market within North America, is expected to drive a substantial portion of regional growth, followed by Canada and Mexico. The North American oral hygiene market is characterized by a high level of brand loyalty amongst consumers, leading to established players such as Procter & Gamble, Colgate-Palmolive, and GSK holding significant market shares. However, the emergence of smaller, niche brands focusing on natural ingredients and sustainable practices presents an opportunity for increased market competition. The strategic expansion of online retail channels presents both opportunities and challenges for market players. While e-commerce offers enhanced reach and convenience for consumers, it also demands strong online marketing strategies and efficient logistics to compete effectively. Future growth will likely be influenced by factors such as evolving consumer preferences towards healthier products, advancements in oral care technology, and the regulatory landscape surrounding product claims and ingredients. Market participants are expected to focus on product innovation, targeted marketing campaigns, and strategic partnerships to maintain a competitive edge in this dynamic market. Recent developments include: In January 2022, Oral-B introduced New Products and Innovations for Better Oral Care Health, Access, and Education across North America. They launched a smart toothbrush Oral-B iO10 with iOSense, the ultimate oral health coach., In March 2021, Colgate-Palmolive launched a new oral care category: CO. by Colgate, an oral beauty collection in North America. Seven complementary goods are included in the bold collection., In February 2021, Colgate's Hello Products launched new, sustainable, and natural oral care products, such as a reusable toothbrush, Infused peppermint oil+Coconut oil floss, Fresh breath tablets, and mouthwashes in the United States.. Notable trends are: The United States Dominates the Regional Oral Care Market.

The revenue in the 'Oral Care' segment of the beauty & personal care market in the United States was modeled to stand at ************* U.S. dollars in 2024. Following a continuous upward trend, the revenue has risen by ************ U.S. dollars since 2018. Between 2024 and 2030, the revenue will rise by ************ U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Oral Care.

US Oral Care market Size, Share, Trend & Market Analysis By Type, By Distribution Channel, By End User, Competition, Forecast & Opportunities.

In 2024, the United States ranked first by revenue in the 'Oral Care' segment of the beauty & personal care market among the 25 countries presented in the ranking. United States' revenue amounted to ************* U.S. dollars, while China and Japan, the second and third countries, had records amounting to ************ U.S. dollars and ************ U.S. dollars, respectively.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Oral Care.

The Oral Care Products Market Report is Segmented by Product Type (Toothpastes, Toothbrushes & Accessories, and More), Distribution Channel (Hypermarkets & Supermarkets, and More), End-User (Adults, Children (0-12 Yrs), and Geriatric (60 Yrs +)), and Geography (North America, Europe, Asia-Pacific, and More). The Market Forecasts are Provided in Terms of Value (USD).