Toothpaste Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

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 majority of the market growth is attributable to rising knowledge about dental health. This toothpaste market trend is driving demand for quality oral health products. The role of toothpaste in preventing cavities, gum diseases, and periodontal diseases is central. Effective toothpaste is an important product in decreasing the risk of oral diseases, which can be demonstrated in the regular use observation. Another growing concern that highlights the need for preventive care is the prevalence of oral cancer. Growing awareness of the relation between dental health and general well-being has prompted an increase in the demand for toothpaste and related oral health products.

The toothpaste market is likely to gain traction in the forecast period due to increasing demand for oral care and rising consumer awareness. The pandemic has significantly affected the market, leading to a decrease in the availability of raw materials as a result of disruptions in the supply chains. However, the recovery is in progress and natural and fluoride-free toothpaste products are becoming increasingly popular. For example, 13 of 14 MFP toothpastes with calcium-containing abrasives used by kids had 15–50% less free accessible fluoride than the overall fluoride level, according to a Brazilian study. As health and environmental values continue to shape consumer preferences, eco-friendly packaging is becoming a top priority, inspiring companies to rethink packaging practices to fit in with these realities. Packaging components are being changed to satisfy eco-conscious demands and brands are creating increasingly more natural & sustainable products to cater to these trends. Investment in dental care products by the NHS also helps the sector to grow, illustrating how essential oral hygiene remains. Far beyond minty flavors, formulation is the continuing innovation driving the toothpaste market as it rebounds to pre-pandemic heights.

Toothpaste Market Trends

Change to Anti-Cavity and Vegan Pastes to Increase Product Demand

Demand for vegan and anti-cavity pastes has spurred a shift in preference in the toothpaste market as consumers increasingly seek cruelty-free, herbal and medicated toothpaste designed for general oral hygiene. It extends to the rising population of vegan consumers who want vegan toothpaste not made with animal by-products, which is another market that oral hygiene brands are tapping into. Nonetheless, herbal toothpaste components make up more than 90% of the paste, with the remaining 10% typically consisting of other flavors or other agents that serve as differentiators and aid in the development of a unique selling proposition (USP) that companies highlight in their advertising. The attention to teeth care is also being extended to smoker dental pastes that target plaque buildup, and tartar, and prevent cavities that typically stem from smoking habits. These effectively ensure oral cavity health. Furthermore, innovations such as Plaque Pro Release are engineered to target hard-to-reach mouth surfaces for more thorough plaque removal and long-lasting protection. Dental care is evolving as consumers increasingly demand more natural, plant-based alternatives leading the toothpaste market to the shift toward sustainable, vegan solutions while meeting a range of oral hygiene needs and supporting healthier teeth and gums for a wider audience.

Key Trends and Developments

Growing demand for organic or natural toothpaste; incorporation of whitening agents; incorporation of innovative ingredients; and collaboration of market players with influencers and dentists are the major trends impacting the toothpaste market expansion.

March 18th, 2024

Sensodyne, a leading oral care brand, expanded its product range by launching a new premium extension called Clinical White.

January 19th, 2024

Whites Beaconsfield, the UK's leading provider of non-peroxide natural teeth whitening products, launched the first innovative toothpaste in the country specifically designed for veneers.

October 12th, 2023

Colgate-Palmolive India announced a new toothpaste called "Visible White," aiming to redefine oral beauty.

October 12th, 2023

Ashland, a leading speciality chemicals company, launched a new product called Gantrez Soja Delivery System designed for toothpaste and mouthwash applications.

Growing demand for organic or natural toothpaste

Toothpaste which is absent of any artificial sweeteners, sulphates, and parabens, among other harsh ingredients is growing in demand.

Incorporation of whitening agents

Several toothpaste brands are incorporating whitening agents such as hydrogen peroxide, carbamide peroxide, and mild abrasives, which can lighten or remove surface stains and brighten teeth.

Incorporation of innovative ingredients

Ingredients such as nano-hydroxyapatite (nHAp) can remineralise and repair teeth, retain healthy bacteria, and remove bacteria and plaque from teeth.

Collaboration of market players with influencers and dentists

Collaboration increases brand awareness and can increase the total number of customers through advertisements and social media campaigns.

Toothpaste Market Growth Factors

Dental Problems in Children and the Elderly to Support Market Expansion

Rise in dental issues in children and elderly are key to the catapulting growth of the toothpaste market. Furthermore, both age groups are highly susceptible to dental caries and tooth decaying, which is expected to amplify the requirement for specialty toothpaste products. With gum health, like gum redness, being promoted, there has been an increasing focus on products that combat sensitive and inflammable areas. Furthermore, rising regional unprevented dental expenditure is also bolstering global market growth as consumers are ready to spend more on efficient oral care in regions. Consumers have increasingly sought herbal toothpaste and more milder toothpaste, which is compatible with health teeth and gums. Increasing innovations in toothpaste formulations, further coupled with the aforementioned factors are helping the overall market expand globally, with a move towards formulations that can help prevent advanced and early-stage dental issues also noting positive growth rates over the forecast period.

Increasing Marketing and Advertising Campaign Investments to Support Market Expansion

The growing investments for different marketing and advertising campaigns are expected to drive the market. Top toothpaste brands like Colgate and Oral-B are also pouring in huge marketing and advertising efforts to increase market knowledge and persuade consumers to buy their products. Campaigns like the widely accepted Charcoal Toothpaste campaign are directly reaching consumers with unique verbiage and promoting the advantages of new products. As brands are making more investments marketing strategies, they are able to reach wider audiences leading to increased competition in the global oral care market . Globally, consumer goods companies are beginning to push marketing up the priority ladder, leveraging the positive impact of effective marketing. Their strategies not only highlight the distinctive qualities of their toothpaste products but also inspire consumers to promote oral health. Smart use of advertising is enabling brands to influence consumer perception and create sustainable loyalty, driving market expansion even further.

RESTRAINING FACTORS

The High Cost of the Chemicals Used in the Product Hinders the Growth of the Market.

The high cost of chemicals used in the production of toothpaste is one of the major restraining factors in the market. Prices for chemicals, like calcium carbonate , sodium bicarbonate and tricalcium phosphate, are on the rise, impacting manufacturers and restricting their competitiveness on pricing. Such entrenched costs are stifling new growth potential, with companies fighting to maintain margins and market share while providing low-cost oral care products to customers. The increasing cost of many chemicals also creates pressure on the R&D necessary to develop new, effective formulations. Depending on raw material prices, it may become impossible for toothpaste brands to withstand fluctuations in their pricing models. Consequently, this attributable price management bottleneck is likely to hinder the overall growth of the toothpaste market during the forecast period.

Toothpaste Market Segmentation Analysis

By Type Analysis

Due to the High Product Usage Among Children, the Teeth-Whitening Segment is Expected to Hold a Significant Share of the Market.

The conventional toothpaste segment is the most common, which offers benefits such as preventing cavities and removing the plaque during its usage. The dental whitening toothpaste segment has a large share in the market which is a key driver as the demand for cosmetic dental care continues to surge, with specific formulas designed for stain removal and enamel brightening. The sensitive toothpaste segment caters for consumers with gum sensitivity or discomfort. Consumers are also increasingly looking for natural and eco-friendly alternatives, such as herbal toothpaste, which claim to contain plant-based ingredients such as aloe vera and neem. Each of these segments addresses distinct consumer needs and fuels further innovation and growth in the market.

By End-User Analysis

Due to The Growing Demand for Gum Care Pastes, the Adult Segment Dominates the Market.

Based on end use, the toothpaste market can be segmented into adults and Children who have different oral care needs. The adults hold the share due to a large array of products addressing different concerns, including gum health, teeth whitening, and cavity prevention. Adults also look for specialty formulations, including sensitive or herbal toothpaste. Moreover, a growing emphasis on overall oral hygiene and preventing age-related dental problems also significantly contributes to increased sales in this segment. Further, the children segment is a rapidly expanding segment wherein companies are designing products to appeal to, including gentler formulas and fun flavors. Most of the toothpaste products for kids have no fluoride or have a lower level of fluoride to make it safe. As an increasing number of parents are seeking treatments for kids that encourage healthy teeth without the harsh and abrasive elements of a typical toothpaste on developing gums and teeth, the demand for kid-friendly oral care products is on the rise.

Distribution Channel Analysis

Supermarket/Hypermarket Segment to Hold Major Market Share Due to Branded Product Availability

Toothpaste products are majorly sold through a variety of channels, which appeal to different consumer preferences. Supermarket/hypermarket stores are the most profitable distribution channels, selling a diverse range of toothpaste brands at competitive prices. They also cater to broader consumer segments due to their convenience and accessibility. Other major contributors in this segment include convenience stores, which offer quick and easy access to consumers looking to buy toothpaste in smaller quantities, especially during last-minute shopping trips.

Pharmaceutical & drug stores are another important channel, offering specialized toothpaste targeted at sensitive teeth or specific oral health conditions. In addition, online stores have been growing rapidly with the rise of e-commerce platforms. Consumers have increasingly chosen to buy toothpaste online as they can do it from the comfort of their home, with a plethora of options for toothpaste they can select, offers on the toothpaste available and the home delivery services. Such a shift online will likely be a continuing driver of the market's growth.

REGIONAL INSIGHTS

Asia Pacific Toothpaste Market Trends

Asia Pacific is the largest and fastest-growing market for toothpaste , due to increasing awareness of oral hygiene and growing disposable income. Demand for oral care products is soaring in countries such as China, Japan and Southeast Asia with rapid urbanization and a growing middle-class population. Additionally, as people become more health-focused, they have begun moving toward premium toothpaste products, such as whitening toothpaste and herbal toothpaste. The market faces huge growth due to increasing attention towards dental aesthetics, along with rising popularization of dental care among the younger generation. The distribution of toothpaste is becoming widespread as retailers, supermarkets and convenience stores, as well as online e-commerce platforms, expand their retail reach. The rise in demand for specific oral health products, including sensitive toothpaste and fluoride-free alternatives, is also propelling innovation across the region.

India Toothpaste Market Trends

Due to the increasing incidence of dental problems such as cavities and gum disease, the oral care products market in India is rapidly evolving. It is the growing disposable incomes and better access to supermarkets and online platforms that is driving the expansion of the market. In India, brands are increasingly introducing affordable and effective toothpastes while expanding their products into herbal and natural toothpaste that appeal to users who prefer traditional, natural, plant-based ingredients.

Europe Toothpaste Market Trends

As per the market research, toothpaste is in a mature market stage in Europe, with high awareness of oral hygiene and dental health driving demand. Consumers are also becoming more health-conscious and aware of the environment, leading to a preference for natural and organic toothpaste products. There is also a popular demand for niche toothpaste that targets issues like sensitivity or offers whitening benefits. Innovation in packaging also drives the market and the region is gradually shifting towards eco-friendly and sustainable packaging, highlighting their focus on environment-friendly packaging.

North America Toothpaste Market Trends

The North America toothpaste market growth is fueled by its overall consumer spending and the emphasis on their oral health, especially in the United States. The market witnesses a strong demand for whitening and sensitive toothpaste products. In order to have some of the best products, consumers in this sector have their mind set on the highest purchasable class of oral care set. Effective dental hygiene products are being increasingly purchased on e-commerce platforms, as consumers want convenience and variety of products.

Latin America Toothpaste Market Trends

The Latin America toothpaste market is also growing with the improving access to oral care products and rising awareness about maintaining oral hygiene. Key markets in the region include Brazil, Mexico, and Argentina, as consumers change their preferences toward effective but cost-efficient toothpaste products. On the other hand, whitening and sensitive toothpastes are in high demand, and the trend for natural and herbal toothpastes is expanding. In this regard, e-commerce is also driving the distribution of oral care products in this region, enabling users to explore different toothpaste products.

Key Industry Players

Growing Focus on Creating Niche Product Offerings by Leading Players

To strengthen their position in the toothpaste market, leading players are also concentrating on introducing specialized product offerings. Major brands such as Colgate, Oral-B, Sensodyne, and Himalaya are continuously innovating, with a focus on sensitive teeth formulations, whitening, and herbal ingredients. Additionally, they are catering to the increasing consumer demand for natural and sustainable oral care products by investing in niche segments like fluoride-free, vegan, and eco-friendly toothpaste.

Amway Corp.

Amway Corp., established in 1959, is a multinational company of beauty, homecare, and health products, based in Michigan, the United States.

Avon Products Inc.

Avon Products Inc. is a personal care company, founded in 1969 with its headquarters in São Paulo, Brazil, and its portfolio includes cleansers, and hygiene products, among others.

Colgate-Palmolive Company

Colgate-Palmolive Company, incorporated in 1806, is one of the major distributors of household, healthcare, dental, and personal care products, among others.

Unilever Plc

Unilever Plc is a British multinational consumer goods company with a diverse portfolio of products that includes food and beverages, cleaning agents, beauty products, and personal care items.

LIST OF TOP TOOTHPASTE COMPANIES

• Colgate-Palmolive Company
• Unilever Plc
• The Procter & Gamble Company
• GSK plc
• Avon Products Inc.
• Amway Corp.
• Henkel AG & Co. KGaA
• Lion Corporation
• Patanjali Ayurved Ltd.
• SNOW COSMETICS LLC
• Church & Dwight Co., Inc.
• Tom's of Maine
• D.R. Harris & Co Ltd
• Others

KEY INDUSTRY DEVELOPMENTS

• In February 2025 , the Colgate Total® Active Prevention System, a ground-breaking three-product set was introduced by Colgate-Palmolive. Together, the system's reformulated toothpaste, cutting-edge toothbrush, and mouthwash successfully combat and lessen bacteria.
• In December 2024 , a new sensory-engaging line of MaxFresh was introduced by Colgate-Palmolive (India) Limited, which skillfully combines its refreshing power with flavor, fun, and aesthetics. The renowned cooling crystals from the MaxFresh line make their first appearance in heart shapes, providing a distinctive visual experience that is enhanced by fruity aromas.
• In December 2024 , with the introduction of "Dabur Herb'l Kids Toothpaste," which is designed to prevent cavities in children older than three, Dabur India announced its foray into the children's toothpaste market.
• In November 2024 , Crest revealed its new Crest 3DWhite Deep Stain Remover, a ground-breaking product designed to satisfy consumer demand for a daily whitening toothpaste that safely whitens teeth visibly in a single day.
• In January 2024 , the new "OCH-TUNE" brand from Lion Corporation provides a fresh approach to choosing dental care based on fashion. Lion introduced new mouthwashes, toothbrushes, and toothpastes in the FAST and SLOW varieties.
• In November 2023 , Dent Health Medicated Toothpaste DX, a high-adhesion formula medicated toothpaste that protects weak gums and teeth and prevents cavities and periodontitis, the two primary reasons raising the risk of tooth loss, was introduced for sale countrywide by Lion Corporation.

Toothpaste Industry Segmentation

“Toothpaste Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Conventional Toothpaste
• Teeth Whitening Toothpaste
• Sensitive Toothpaste
• Herbal Toothpaste
• Others

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Convenience Stores
• Pharmaceutical and Drug Stores
• Online Stores
• Others

Market Breakup by End-Use

• Adults
• Children

Market Breakup by Region

• North America

  

United States of America

  

Canada

• Europe

  

United Kingdom

  

Germany

  

France

  

Italy

  

Others

• Asia Pacific

  

China

  

Japan

  

India

  

ASEAN

  

Australia

  

Others

• Latin America

  

Brazil

  

Argentina

  

Mexico

  

Others

• Middle East and Africa

  

Saudi Arabia

  

United Arab Emirates

  

Nigeria

  

South Africa

  

Others