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Toothpaste Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

  • ID: 4622360
  • Report
  • April 2021
  • Region: Global
  • 110 pages
  • Mordor Intelligence


  • Boston Beer Company
  • Church & Dwight Co. Inc.
  • Colgate-Palmolive
  • Glaxosmithkline PLC
  • Henkel Ag & Company KgaA
  • Lion Corporation
The global toothpaste market is projected to grow at a CAGR of 6.4% during the forecast period (2021 - 2026).

The COVID-19 pandemic has exerted a limited impact on the global toothpaste market since this category comes under essential goods and services, and movement of such products through borders were allowed with limited to no restriction. Demand for toothpaste was not impacted during the entire year, however, consumers were more inclined towards brands that provided offers on additional purchases, and for those products that were high on volume vis a vis lower on prices.

Over the medium term, the increasing dental problems among children and adults, due to poor eating habits, and the rise in popularity of herbal oral care products are the factors primarily driving the toothpaste market. Moreover, rising premiumization and consumers seeking more targeted solutions are accelerating the growth of the market studied.

The rise in consciousness of oral health has helped vendors introduce oral hygiene product categories, like teeth-whitening products. One of the popular products used for teeth whitening is whitening toothpaste. Manufacturers offer toothpaste with teeth-whitening functionality that differs from ordinary toothpaste.

Geographically, Asia-Pacific accounts for a major share in the market, mostly because of a strong customer base, coupled with increase in household expenditure and changing lifestyles.

Key Market Trends

Increased Focus on Marketing Activities and Distribution Network

Oral hygiene products, such as toothpaste, toothbrush, and mouth wash, are a few of those consumers goods that require the highest reach, to drive the oral care market. In order to widen their presence, key players in toothpaste products are constantly re-investing their profits in marketing and distribution networks, especially in emerging economies. In India, there has been an approximate rise in the number of stores, to 145.5% from 2012 to 2014, in the rural footprint expansion for the oral care brand, Colgate. BASF care chemicals business redefined its distribution channel in Brazil, in 2014. The distribution network is divided among four distributors, where Chemspecs distributes the toothpaste products. This new network optimization is expected to contribute to the growth of the toothpaste market.

Asia-Pacific Dominates the Global Toothpaste Market

The continuously increasing population, coupled with an increase in levels of household income, has boosted in the consumption power of the consumers. Therefore, the demand for toothpaste products is steadily rising in China, India and the rest of Asia countries. The National Oral Health Epidemiological Investigation in China has been conducting surveys repeatedly, regarding the oral care of the population. It revealed that a major population of the country is suffering from oral problems. This has resulted in a shift in the choices of toothpaste among the consumers, as they have started moving from the economic options to high- and middle-tiered ones.

In countries such as Japan, the toothpaste market is expanding, as reflected by the growing concerns about oral health among the Japanese ageing population and youth. As per GlaxoSmithKline, a global pharmaceutical company, the awareness about teeth among the Japanese population is outstanding.​ Japan is observing a growth in the demand for high-performance type toothpaste, which can provide relief for hypersensitivity of teeth and counter the most common oral health diseases, like caries.

Competitive Landscape

The toothpaste market is a competitive market, with a majority of the share held by Colgate-Palmolive, Procter & Gamble, Unilever, and GlaxoSmithKline PLC. However, the market studied comprises of many regional players too. The leading players in the toothpaste market enjoy a dominant presence, worldwide. These players focus to leverage opportunities posed by the emerging markets to expand their product portfolio, in order to cater to the requirements for various applications, especially sensitivity or pain relief.

Reasons to Purchase this report:
  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support
Note: Product cover images may vary from those shown


  • Boston Beer Company
  • Church & Dwight Co. Inc.
  • Colgate-Palmolive
  • Glaxosmithkline PLC
  • Henkel Ag & Company KgaA
  • Lion Corporation
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study



4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry

5.1 By Distribution Channel
5.1.1 Supermarkets/ Hypermarkets
5.1.2 Convenience Stores
5.1.3 Pharmacies and Drug Stores
5.1.4 Online Retail Stores
5.1.5 Other Distribution Channels
5.2 By Geography
5.2.1 North America United States Canada Mexico Rest of North America
5.2.2 Europe United Kingdom Germany Spain France Italy Russia Rest of Europe
5.2.3 Asia-Pacific China Japan India Australia Rest of Asia-Pacific
5.2.4 South America Brazil Argentina Rest of South America
5.2.5 Middle East & Africa United Arab Emirates South Africa Rest of Middle East & Africa

6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 Procter & Gamble
6.4.2 Unilever Group
6.4.3 Boston Beer Company
6.4.4 Colgate-Palmolive
6.4.5 Glaxosmithkline PLC
6.4.6 Lion Corporation
6.4.7 Church & Dwight Co. Inc.
6.4.8 Sunstar Suisse SA
6.4.9 Henkel Ag & Company KgaA
6.4.10 SCIENCE ARTS (Yunnan Baiyao)


Note: Product cover images may vary from those shown


  • Procter & Gamble
  • Unilever Group
  • Boston Beer Company
  • Colgate-Palmolive
  • Glaxosmithkline PLC
  • Lion Corporation
  • Church & Dwight Co. Inc.
  • Sunstar Suisse SA
  • Henkel Ag & Company KgaA
  • SCIENCE ARTS (Yunnan Baiyao)
Note: Product cover images may vary from those shown