Oral Care Market Summary

The global oral care market size was valued at USD 37.8 billion in 2024 and is projected to reach USD 54.07 billion by 2030, growing at a CAGR of 6.2% from 2025 to 2030. The market is expanding due to several key factors, including the rising prevalence of dental diseases, an ageing population that is more vulnerable to dental caries, changing and often unhealthy dietary habits, and continuous product innovation across the oral care industry. Increasing consumer emphasis on dental hygiene and preventive care is also contributing to the sustained demand for a wide range of oral care solutions.

For instance, the WHO 2022 report projected that oral diseases affect close to 3.5 billion people globally, highlighting the widespread need for accessible and effective oral health products. The COVID-19 pandemic, which has now become endemic in many parts of the world, had a mixed impact on the market. Initially, global supply chain disruptions and nationwide lockdowns created challenges for manufacturers. For example, in May 2020, Colgate-Palmolive announced that it faced production challenges due to government-imposed lockdowns in India. However, certain product categories experienced increased demand during the pandemic. Johnson & Johnson reported that its Listerine mouthwash sales rose by nearly 10.8% in the second quarter, indicating a positive shift in consumer interest toward hygiene-focused products.

Key Market Trends & Insights

• North America dominated the global oral care market and accounted for a 31.4% share in 2024, supported by strong consumer awareness, widespread access to dental care, and a mature retail landscape.
• The oral care market in the U.S. is expected to grow over the forecast period due to rising awareness regarding preventive dental care and the continuous introduction of advanced oral care products tailored to diverse consumer needs.
• Based on product, the toothbrush segment held the largest revenue share of 25.4% in 2024, driven by the high adoption of manual and electric toothbrushes across all age groups.
• Based on distribution channel, supermarkets and hypermarkets held the largest market share in 2024, as these retail formats provide consumers with convenient access to a wide selection of oral care products.

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Market Size & Forecast

• 2024 Market Size: USD 37.8 Billion
• 2030 Projected Market Size: USD 54.07 Billion
• CAGR (2025-2030): 6.2%
• North America: Largest Market in 2024

Key Companies & Market Share Insights

Some of the key players operating in the market include Colgate-Palmolive Company, GSK plc., Procter and Gamble, and Johnson & Johnson Services, Inc.

• Colgate-Palmolive Company specializes in personal care, oral care, home care, and pet nutrition products. Some of the brands offered by the company are Colgate, Palmolive, Softsoap, Mennen, Protex, Kolynos, Irish Spring, Sorriso, Elmex, Ajax, Tom’s of Maine, Axion, Hill’s Science Diet, Suavitel, Soupline, and Hill’s Prescription Diet. The company operates in more than 75 countries, and its products are sold in over 200 countries and territories
• GSK plc offers nutrition, oral care, skin health, and wellness products. The company has a presence in 115 countries worldwide. The company markets one of the leading product lines of oral care, i.e., Sensodyne. However, in July 2022, GSK exited the consumer healthcare business and founded an independent company, Haleon plc, to manage the portfolio of oral care products, amongst others

Ojook, and Burst are some of the emerging market participants in the market.

• Ojook is a new-age company with its signature product, a toothpaste from nano-hydroxyapatite (nHA) and bamboo salt. It is marketed as a natural treatment for mouth sores and gum inflammation
• Burst provides several oral care products for brushing, flossing, whitening, and wellness. The company adopts an omnichannel distribution approach while partnering with influencers to increase its product penetration

Key Players

• Colgate-Palmolive Company
• GSK plc
• Johnson & Johnson Services, Inc
• Church & Dwight Co., Inc.
• Procter & Gamble
• Unilever PLC
• GC Corporation
• Lion Corporation
• Henkel AG & Co. KGaA
• Sunstar Suisse S.A.

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Conclusion

In conclusion, the global oral care market is poised for steady growth as rising dental disease rates, ageing demographics, and evolving consumer habits continue to shape product demand. The market benefits from increasing awareness of preventive dental health and ongoing innovations that enhance product effectiveness and convenience. Although the pandemic initially disrupted supply chains, it also heightened consumer focus on hygiene, supporting long-term market resilience. With North America leading in market share and emerging regions showing growing adoption of oral care products, the industry is expected to expand consistently through 2030, driven by both health needs and technological advancements.