The Europe oral care market was valued at USD 10.00 Billion in 2024. The industry is expected to grow at a CAGR of 3.30% during the forecast period of 2025-2034 to reach a value of USD 13.84 Billion by 2034. The market growth is strongly driven by the increasing awareness that oral health is closely linked to overall wellbeing, making preventive oral care a growing priority among consumers.
The highest prevalence of significant oral diseases in the world exists in Europe, and more than half of the adults suffer from dental caries, periodontal disease, and tooth loss. Owing to the high prevalence of diseases, consumers are emphasizing the importance of healthy gums and teeth to a larger extent, which drives the demand for Europe oral care market.
Large scale research, reported at EuroPerio11 and based on information from over 500,000 participants in the UK Biobank, revealed people with symptoms of gum disease such as bleeding gums, sore gums, or loose teeth are much more likely to live with multiple long-term health conditions. Sore gums were the strongest predictor and emphasized the need for prompt attention and preventative dental care.
These discoveries are motivating consumers to spend on good oral care products like toothpaste, mouthwash, and toothbrushes, which, in turn, is driving growth for the Europe oral care market.
Besides this, aging populations, being more vulnerable to chronic health conditions as well as gum disease, are driving the increasing adoption of preventive products. Dentists are also focusing on frequent screenings and early detection to enhance oral and overall health results. In all, high prevalence of disease, increased health awareness, and higher expenditure on preventive products are driving the Europe oral care market growth.
Meanwhile, electric toothbrushes is the fastest-growing category in the Europe oral care market driven by rising consumer demand for advanced, technology-enabled oral care solutions. Features such as AI-guided brushing, multiple cleaning modes, and personalized feedback are encouraging users to shift from manual to electric brushing. Citing an instance, in January 2025, Oral-B launched its iO Series 2 (iO2) in Berlin, designed for manual toothbrush users seeking an accessible, innovative experience. Such product innovations are accelerating adoption.
Besides this, the dental flosses are gaining robust momentum in the Europe oral care market, supported by the growing education around gum health. Consumers are increasingly adopting floss as part of daily routines, especially with the rise of eco-friendly options that align with sustainable lifestyles. In recent years, brands such as Brushd, Wild & Stone, Parla, and Acala introduced biodegradable flosses made from compostable silk, bamboo, and refillable containers, catering to environmentally conscious buyers. This combination of preventive health benefits and sustainability further boosts segment growth.
On the other hand, online retail is the fastest-growing channel in the Europe oral care market as increasing digital adoption and e-commerce convenience reshape consumer shopping habits. Customers are progressively purchasing oral care products online, from electric toothbrushes to specialty toothpastes, benefiting from doorstep delivery and detailed product information. In recent years, companies such as Lactona Europe and Johnson & Johnson expanded their online platforms and direct-to-consumer campaigns, while tech-enabled oral care brands leveraged app connectivity to drive engagement.
Public health initiatives and preventive care awareness are driving the Europe oral care market, with the United Kingdom following closely behind Germany. In July 2024, the NHS partnered with Asda to display mouth cancer symptom guidance on toothpaste and mouthwash packaging, effectively reaching consumers during everyday oral care routines. This initiative educates users on potential warning signs and emphasizes early consultation with dentists or GPs. By promoting awareness-driven preventive care, the program enhances oral health outcomes, supports timely diagnosis, and strengthens consumer confidence in functional oral care products across the United Kingdom market.
To strengthen their presence in the Europe oral care market, companies are also pursuing strategic collaborations, acquisitions, and targeted marketing campaigns. For instance, Unilever’s acquisition of regional oral care brands and launch of innovative products like Pepsodent variants demonstrates a focus on expanding reach and diversifying offerings. Additionally, players are embracing e-commerce, digital engagement, and sustainability-driven initiatives to appeal to tech-savvy and environmentally conscious consumers, ensuring continued growth while addressing both functional and lifestyle-driven oral care demands across Europe.
Johnson & Johnson Services, Inc.
Established in 1886 and based in New Brunswick, United States, Johnson & Johnson provides a wide array of oral care products that target both preventive and therapeutic needs, combining decades of research with trusted brand recognition to support overall dental health and hygiene.
Other players in the Europe oral care market include Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL) and Lactona Europe BV among others.
The highest prevalence of significant oral diseases in the world exists in Europe, and more than half of the adults suffer from dental caries, periodontal disease, and tooth loss. Owing to the high prevalence of diseases, consumers are emphasizing the importance of healthy gums and teeth to a larger extent, which drives the demand for Europe oral care market.
Large scale research, reported at EuroPerio11 and based on information from over 500,000 participants in the UK Biobank, revealed people with symptoms of gum disease such as bleeding gums, sore gums, or loose teeth are much more likely to live with multiple long-term health conditions. Sore gums were the strongest predictor and emphasized the need for prompt attention and preventative dental care.
These discoveries are motivating consumers to spend on good oral care products like toothpaste, mouthwash, and toothbrushes, which, in turn, is driving growth for the Europe oral care market.
Besides this, aging populations, being more vulnerable to chronic health conditions as well as gum disease, are driving the increasing adoption of preventive products. Dentists are also focusing on frequent screenings and early detection to enhance oral and overall health results. In all, high prevalence of disease, increased health awareness, and higher expenditure on preventive products are driving the Europe oral care market growth.
Key Trends and Recent Developments
August 2025
Dentsply Sirona joined the Platform for Better Oral Health in Europe in 2025 as part of its sustainability strategy, aiming to promote awareness and improve access to oral care across diverse populations. The move highlights the growing industry push toward sustainable, inclusive, and preventive oral health practices among vulnerable groups in the Europe.June 2025
Unilever acquired the Fluocaril and Parogencyl brands from Procter & Gamble, expanding its oral care portfolio in Europe. The acquisition allows Unilever to increase market share, diversify product offerings, and meet rising consumer demand for trusted oral hygiene brands.February 2025
Axcel-backed Oral Care acquired Dutch dental provider De Tandartsengroep, significantly boosting its presence in the Netherlands. This move supports the company’s growth strategy by expanding its clinical network and strengthening its position in the European oral care market.October 2024
Philips partnered with Aspen Dental to integrate its Sonicare range across more than 1,100 clinics in the United States. The collaboration aims to enhance patient access to advance at-home oral care solutions, from smart toothbrushes to power flossers and whitening kits, while strengthening preventive dental care.Government and policy-level support for oral health
Government and policy-level support is proving to be a major driver for the Europe Oral Care Market. In February 2024, the Platform for Better Oral Health in Europe (PBOHE) published its manifesto, calling on EU policymakers to give priority to oral health in non-communicable disease strategies, invest in research through programmes such as EU4Health and Horizon Europe, and make universal access to key oral healthcare a reality. Through the promotion of preventive care, integrated healthcare teams, and workforce training, these actions heighten awareness and accessibility, leading to wider use of oral care products like toothpaste, toothbrushes, mouthwash, and dental accessories among European populations.Technological innovation drives smart oral care adoption
Technology innovation is actively influencing the Europe oral care market because consumers are increasingly looking for effective and personalized oral hygiene solutions. Oclean's April 2024 introduction of the X Ultra WiFi Smart Sonic Toothbrush in Europe exhibits this trend, providing AI-driven voice coaching, Visible Brushing technology, and real-time, personalized feedback via the Oclean Care+ App. By offering a variety of cleaning modes, durable battery life, and hygienic design characteristics, these smart toothbrushes actively enhance brushing habits, enhance daily oral care routines, and boost technology-driven oral care products demand.Growing importance of sustainable and premium packaging
European consumers greatly value products with environmentally friendly, aesthetically pleasing, and innovative packaging that improves product experience and deepens brand connection. Packaging is not only functional anymore but also a vital element in forming consumer impressions, deepening brand connection, and making purchasing decisions. Citing a notable example pointing towards this change, in July 2025, Unilever collaborated with Graphic Packaging International to re-launch its WHITE NOW toothpaste portfolio using FSC-certified recycled paperboard and high-quality holographic finishes to position it as more attractive to the consumers.Developments in dental implant aftercare
Growing demand for more sophisticated oral care products that avoid implant failures and peri-implantitis is propelling innovations in Europe's dental industry. Patients are looking more for solutions that surpass traditional brushing to support the long-term success of dental implants, and therefore preventive solutions are a top priority. To that end, Koite Health entered a collaboration with Megagen Iberia in October 2024 to bring Lumoral to Spain, providing an antibacterial home treatment that minimizes bacterial plaque and boosts implant care, and creates a new standard for preventive oral health solutions.Rising focus on inclusive and accessible oral care for people with disabilities
With numerous individuals suffering from anxiety, motor coordination issues, and restrictions on proper oral hygiene, companies are placing greater emphasis on making dental care more inclusive. According to reliable reports, 36% of individuals with visible and non-visible disabilities express anxiety or frustration regarding a visit to the dentist, making inclusive practices a priority. The Oral-B Disability Champions Award Programme debuted in May 2024, in association with iADH, as an example of this movement by inviting dental practices in Europe to hire trained dental care professionals who make the experience of patients and caregivers more welcoming and disability-friendly.Europe Oral Care Industry Segmentation
The report titled “Europe Oral Care Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:Market Breakup by Product Type
- Toothpaste
- Paste
- Powder
- Gel
- Toothbrush
- Electric
- Manual
- Mouthwash
- Medicated
- Non-Medicated
- Denture Products
- Fixatives
- Cleaners
- Other
Market Breakup by Dental Accessories
- Dental Flosses
- Breath Fresheners
- Cosmetic Dental Products
- Tongue Scrapers
- Other
Market Breakup by Distribution Channels
- Supermarkets/Hypermarkets
- Specialty Stores
- Convenience Stores
- Online Retailers
- Others
Market Breakup by Region
- Germany
- United Kingdom
- France
- Italy
- Spain
Europe Oral Care Market Share
By product type, toothpastes witness high demand
Toothpaste accounts for the largest share in the Europe oral care market driven by growing preventive oral care awareness as consumers prioritize protecting enamel, preventing cavities, and maintaining overall oral health. Brands are responding with targeted innovations that combine efficacy and lifestyle appeal. For example, Sensodyne Pronamel launched its Active Enamel Shield range in June 2024, available in Fresh Mint and Whitening variants at Tesco. Such launches highlight how product innovation address health concerns and aesthetic preferences, thereby addressing the consistently rising product demand.Meanwhile, electric toothbrushes is the fastest-growing category in the Europe oral care market driven by rising consumer demand for advanced, technology-enabled oral care solutions. Features such as AI-guided brushing, multiple cleaning modes, and personalized feedback are encouraging users to shift from manual to electric brushing. Citing an instance, in January 2025, Oral-B launched its iO Series 2 (iO2) in Berlin, designed for manual toothbrush users seeking an accessible, innovative experience. Such product innovations are accelerating adoption.
By dental accessories, cosmetic dental products record notable growth
Cosmetic dental products are witnessing the highest demand in the Europe oral care market, driven by rising consumer focus on aesthetics and lifestyle-oriented oral care. Growing demand for whitening strips, enamel repair kits, and smile-enhancing solutions reflects this shift toward appearance-driven choices. For example, in March 2024, Colgate expanded its Optic White range in Europe, introducing advanced whitening pens and LED devices for at-home use. Such innovations demonstrate how brands are aligning with consumer aspirations for clean and bright teeth.Besides this, the dental flosses are gaining robust momentum in the Europe oral care market, supported by the growing education around gum health. Consumers are increasingly adopting floss as part of daily routines, especially with the rise of eco-friendly options that align with sustainable lifestyles. In recent years, brands such as Brushd, Wild & Stone, Parla, and Acala introduced biodegradable flosses made from compostable silk, bamboo, and refillable containers, catering to environmentally conscious buyers. This combination of preventive health benefits and sustainability further boosts segment growth.
By distribution channel, supermarkets and hypermarkets amass significant revenue
Supermarkets and hypermarkets distribution channel generates the highest amount fo revenue in Europe oral care market due to the availability of extensive product variety, competitive pricing, and convenience, attracting consumers for everyday oral care purchases, including toothpaste, toothbrushes, and mouthwash. Leading oral care market players such as GlaxoSmithKline and Pierre Fabre have strengthened their presence in these channels, offering a wide range of products that cater to both mainstream and premium segments, further supporting industry growth.On the other hand, online retail is the fastest-growing channel in the Europe oral care market as increasing digital adoption and e-commerce convenience reshape consumer shopping habits. Customers are progressively purchasing oral care products online, from electric toothbrushes to specialty toothpastes, benefiting from doorstep delivery and detailed product information. In recent years, companies such as Lactona Europe and Johnson & Johnson expanded their online platforms and direct-to-consumer campaigns, while tech-enabled oral care brands leveraged app connectivity to drive engagement.
Europe Oral Care Market Regional Analysis
By Region, Germany leads the market growth
Sustainability is emerging as a major driver in the Europe oral care market, with Germany dominating the region due to its proactive adoption of environmentally friendly dental practices. Dental clinics and professionals are increasingly integrating energy-efficient operations, waste reduction, and eco-friendly materials into routine care. The European Federation of Periodontology’s Responsible Periodontology and Sustainability program, highlighted in May 2025, provides guidance and resources to implement these practices. As climate change impacts healthcare and public health, sustainable dentistry encourages innovation and consumer trust, positioning Germany as a leader in responsible oral care solutions.Public health initiatives and preventive care awareness are driving the Europe oral care market, with the United Kingdom following closely behind Germany. In July 2024, the NHS partnered with Asda to display mouth cancer symptom guidance on toothpaste and mouthwash packaging, effectively reaching consumers during everyday oral care routines. This initiative educates users on potential warning signs and emphasizes early consultation with dentists or GPs. By promoting awareness-driven preventive care, the program enhances oral health outcomes, supports timely diagnosis, and strengthens consumer confidence in functional oral care products across the United Kingdom market.
Competitive Landscape
Top oral care companies in Europe are actively focusing on product innovation and portfolio expansion to meet evolving consumer needs, particularly in preventive and advanced oral care. Major Europe oral care market players such as Colgate-Palmolive, Procter & Gamble, and Johnson & Johnson are introducing specialized toothpaste and mouthwash variants targeting enamel protection, sensitivity, and whitening. These efforts are supported by extensive research and development, leveraging scientific advancements to enhance efficacy while maintaining consumer trust and brand loyalty, positioning them competitively in the market.To strengthen their presence in the Europe oral care market, companies are also pursuing strategic collaborations, acquisitions, and targeted marketing campaigns. For instance, Unilever’s acquisition of regional oral care brands and launch of innovative products like Pepsodent variants demonstrates a focus on expanding reach and diversifying offerings. Additionally, players are embracing e-commerce, digital engagement, and sustainability-driven initiatives to appeal to tech-savvy and environmentally conscious consumers, ensuring continued growth while addressing both functional and lifestyle-driven oral care demands across Europe.
Colgate-Palmolive Company
Founded in 1806 and headquartered in New York, United States of America, Colgate-Palmolive has grown into a global leader in oral care, offering an extensive portfolio of toothpaste, toothbrushes, and mouthwash products that combine innovation, efficacy, and trusted dental health solutions to meet the needs of consumers worldwide.Unilever PLC
Headquartered in London, United Kingdom, and established in 1929, Unilever delivers a diverse range of oral care products, including well-known brands like Pepsodent and Closeup, focusing on sustainable practices and innovative formulations that cater to evolving consumer preferences across Europe and beyond.Procter & Gamble Company
Procter & Gamble, founded in 1837 in Cincinnati, United States, has become a multinational powerhouse in consumer goods, with its oral care portfolio, including Crest and Oral-B, emphasizing both preventive and technologically advanced dental solutions that reach millions of users globally.Johnson & Johnson Services, Inc.
Established in 1886 and based in New Brunswick, United States, Johnson & Johnson provides a wide array of oral care products that target both preventive and therapeutic needs, combining decades of research with trusted brand recognition to support overall dental health and hygiene.
Other players in the Europe oral care market include Pierre Fabre S.A, M+C Schiffer GmbH, Pierrot (Fushima SL) and Lactona Europe BV among others.
Key Highlights of the Europe Oral Care Market Report:
- The report presents a comprehensive overview of the Europe oral care market, including its historical performance and accurate forecasts through (YEAR), enabling stakeholders to evaluate both past trends and future growth potential.
- It delivers detailed insights into product innovations and evolving consumer preferences, highlighting how new formulations, technologies, and sustainable packaging are shaping market demand across Europe.
- The study provides an in-depth competitive landscape profiling leading domestic and international oral care manufacturer, assessing their market positioning, product portfolios, and strategic initiatives.
- It further includes a regional analysis that identifies emerging growth opportunities and consumer behavior patterns across major European countries, offering a granular view of demand drivers and market segmentation.
- An investment-focused outlook is also provided, supported by reliable data and forecasts, assisting businesses and investors in identifying profitable avenues and making well-informed strategic decisions.
- The report is backed by trusted insights derived from extensive primary and secondary research, ensuring credibility and accuracy in market projections.
- It provides actionable data designed to support strategic decision-making for businesses, investors, and policymakers in the oral care industry.
- With region-wise and product-specific analysis, the study delivers a focused understanding of market dynamics, allowing stakeholders to align their strategies with both broad trends and niche opportunities.
Table of Contents
1 Executive Summary
2 Market Overview and Stakeholder Insights
3 Economic Summary
4 Country Risk Profiles
5 Global Oral Care Market Analysis
6 Europe Oral Care Market Analysis
7 Regional Analysis
8 Market Dynamics
10 Trade Data Analysis (HS Code-336)
11 Competitive Landscape
Companies Mentioned
The key companies featured in this Europe Oral Care market report include:- Colgate-Palmolive Company
- Procter & Gamble Company
- Unilever PLC
- Johnson & Johnson Services, Inc.
- Pierre Fabre S.A
- M+C Schiffer GmbH
- Pierrot (Fushima SL)
- Lactona Europe BV
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 114 |
| Published | August 2025 |
| Forecast Period | 2025 - 2034 |
| Estimated Market Value ( USD | $ 10 Billion |
| Forecasted Market Value ( USD | $ 13.84 Billion |
| Compound Annual Growth Rate | 3.3% |
| Regions Covered | Europe |
| No. of Companies Mentioned | 9 |
