Mouthwash Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Mouthwash Market is projected to expand from USD 7.51 Billion in 2025 to USD 11.56 Billion by 2031, registering a CAGR of 7.45%. Mouthwash functions as a liquid oral hygiene solution designed to cleanse the mouth, lower bacterial levels, and avert issues like dental caries and gingivitis. Key factors fueling this growth include the increasing global incidence of periodontal diseases and an aging demographic requiring superior plaque control measures beyond standard brushing. Additionally, heightened consumer realization regarding preventative healthcare and the necessity of comprehensive oral hygiene routines has cemented the demand for both cosmetic and therapeutic rinses in emerging and developed nations.

Data from the Delta Dental Plans Association indicates that in 2024, roughly 54 percent of children used an oral rinse at least once a day, demonstrating the incorporation of these products into family health habits. Despite this engagement, the industry encounters a notable hurdle concerning consumer hesitation towards alcohol-based formulations, which are known to potentially cause mucosal irritation or xerostomia. This apprehension regarding possible adverse reactions may restrict uptake among sensitive user groups and obstruct the broader development of the market sector.

Market Drivers

The Global Mouthwash Market is being transformed by persistent innovation in therapeutic and multi-functional product categories, as manufacturers transition from simple breath freshening to addressing distinct clinical requirements. Firms are actively introducing formulations aimed at whitening, gum health, and sensitivity, frequently utilizing natural ingredients to assuage consumer worries regarding harsh chemicals. This strategic shift towards specialized offerings is yielding clear financial gains for leading industry players who are successfully monetizing these advanced features. For instance, Haleon reported in its '2024 Full Year Results' in February 2025 that Oral Health revenue increased by 5.6% to £3.3 billion in 2024, a result driven by the effective launch of the Parodontax Gum Strengthen & Protect line, confirming the trend towards science-backed, high-efficacy rinses.

Growth is further hastened by rising global awareness of complete oral hygiene regimens, with consumers increasingly recognizing the link between oral health and systemic well-being. This growing mindfulness encourages the adoption of preventative steps, including routine professional check-ups and the daily application of auxiliary products. As noted in the Benevis 'Dental Trends Report' from November 2024, the percentage of U.S. adults seeking preventive dental care climbed to 83% in 2023, signaling a stronger dedication to proactive maintenance. This increase in consumer activity is generating sustained revenue expansion for market leaders; Colgate-Palmolive announced in 2025 that it reached record net sales of over $20 billion for fiscal year 2024, supported by a 7.4% rise in organic sales stemming from robust global demand for oral care products.

Market Challenges

The primary barrier hindering the expansion of the Global Mouthwash Market is consumer reluctance toward products containing alcohol. Although these formulations are engineered for efficient plaque control, the presence of alcohol frequently results in negative side effects like mucosal irritation and xerostomia. The prospect of such discomfort creates considerable hesitation among individuals prone to dry mouth or those with sensitive oral conditions. Consequently, this caution prevents a substantial portion of the population from adding therapeutic rinses to their daily hygiene routines, thereby directly lowering purchase frequency and impeding overall market volume growth.

Current usage behaviors clearly reflect the impact of this resistance. In 2024, the Oral Health Foundation reported that approximately 49 percent of adults do not utilize mouthwash on a regular basis. This figure underscores a significant void in market penetration, implying that the fear of side effects or irritation deters nearly half of the potential customer base from adopting these solutions. This enduring hesitation regarding alcohol-related discomfort serves as a major constraint on industry progress, preventing the sector from fully leveraging the increasing global consciousness regarding oral health.

Market Trends

The global mouthwash sector is seeing a fundamental shift in product lifecycles due to the move toward refillable and sustainable packaging, as manufacturers actively work to decrease plastic waste. Leading oral care firms are switching from single-use virgin plastics to circular designs, such as concentrated refill tablets that reduce shipping volume and recyclable high-density polyethylene (HDPE) bottles. This comprehensive industry transformation is fueled by consumer preference for eco-friendly personal care and strict environmental goals. In its '2024 Sustainability and Social Impact Report' released in August 2025, Colgate-Palmolive noted that by the end of 2024, 93% of its packaging portfolio was compostable, reusable, or recyclable, illustrating the rapid scaling of circular packaging initiatives among market leaders.

Simultaneously, the surge in non-irritating and alcohol-free formulations is redefining portfolio tactics to attract the expanding demographic of consumers looking for gentle, daily-use oral hygiene options. Brands are reworking existing products to remove the burning sensation linked to ethanol, thereby broadening their appeal to users with specific lifestyle choices, dry mouth, or sensitive oral mucosa. This strategic focus on milder yet effective rinses is building resilience within established market segments. For example, Kenvue's '2024 Annual Report' from February 2025 indicated that its Essential Health segment, home to the Listerine brand, achieved mid-single-digit organic sales growth in 2024, a performance bolstered by the brand’s deepened commitment to total care and alcohol-free innovation.

Key Players Profiled in the Mouthwash Market

• Colgate-Palmolive Company
• GlaxoSmithKline
• Unilever
• Johnson & Johnson
• Procter & Gamble
• Biotene
• Himalaya Wellness Company
• Amway
• Dabur
• Lion

Report Scope

In this report, the Global Mouthwash Market has been segmented into the following categories:

Mouthwash Market, by Type:

• Therapeutic
• Cosmetic
• Others

Mouthwash Market, by Distribution Channel:

• Offline
• Online

Mouthwash Market, by Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Mouthwash Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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