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

The Global Pet Toothpaste Market is projected to expand from USD 792.43 Million in 2025 to USD 1.25 billion by 2031, reflecting a compound annual growth rate of 7.98%. This market consists of specialized oral hygiene products formulated for safe ingestion, often utilizing enzymatic ingredients to manage plaque without rinsing. Growth is primarily driven by rising rates of pet adoption and the humanization trend, which leads owners to treat preventive healthcare as essential. Veterinary support plays a crucial role by educating owners on periodontal risks, while data from the 'American Pet Products Association' in '2025' indicates that 94 million U.S. households own a pet, highlighting a massive audience for these hygiene supplies.

Despite this potential, a major hurdle limiting market expansion is the practical challenge of administering the product, resulting in low compliance among owners. Many individuals find it difficult to maintain a regular brushing schedule due to their pets' resistance, leading them to abandon toothpaste for passive options like dental chews or water additives. This difficulty in the user experience significantly reduces the frequency of repeat purchases and constrains the total revenue potential of the manual oral care sector within the pet industry.

Market Drivers

The widespread occurrence of periodontal diseases in pets acts as a major growth engine, demanding consistent hygiene routines to avoid serious systemic health complications. With veterinarians increasingly associating poor dental conditions with heart, kidney, and liver issues, owners are turning to enzymatic toothpastes as a vital preventive step against plaque and gingivitis. Since symptoms often remain hidden until late stages, the market benefits from aggressive veterinary promotion of prophylaxis. According to a February 2024 statement by the American Veterinary Medical Association regarding 'National Pet Dental Health Month', 80 percent of dogs exhibit signs of periodontal disease by age three, emphasizing the medical necessity for daily brushing to prevent disease progression.

Concurrently, the trends of pet humanization and premiumization are redefining the sector, as owners regarding pets as family show a greater propensity to buy high-quality care items. This shift fuels the market for premium toothpastes with natural ingredients and specific benefits that mimic human oral care standards. A March 2024 report by Rover on the 'Cost of Dog Ownership' notes that annual pet care expenses can reach USD 3,555, indicating significant consumer spending power. Additionally, the high cost of professional veterinary cleaning - cited by Lemonade in 2024 as ranging from USD 500 to USD 1,000 - further motivates retail sales by encouraging the purchase of cost-effective home care alternatives.

Market Challenges

The practical difficulty associated with applying the product serves as a significant impediment to the sustained expansion of the Global Pet Toothpaste Market. While growing awareness of dental health encourages initial purchases, the physical struggle of brushing an uncooperative animal’s teeth often results in high customer drop-off. When owners encounter persistent behavioral resistance, the probability of establishing a regular brushing habit declines sharply, frequently leading to product discontinuation after just one attempt. This inability to transform trial users into long-term patrons severely limits the recurring revenue required for growth, causing the segment to stagnate despite a rising pet population.

The consequence of this user experience friction is evident in the gap between the high rate of dental issues and the low use of effective manual care. Data from the 'American Veterinary Medical Association' in '2025' reveals that over 80% of dogs and 70% of cats develop periodontal disease by age three. This statistic suggests that although there is a near-universal need for plaque control, the operational difficulties of using toothpaste hinder market penetration. As a result, the market fails to fully leverage this large addressable audience, as the complexity of usage constrains the economic performance of the manual oral care sector.

Market Trends

The rise of no-brush gels and foam-based delivery methods is gaining momentum as a direct answer to the low compliance rates linked to traditional brushing. Manufacturers are bypassing the difficulties of manual prophylaxis by developing enzymatic formulas that require only passive application to mucosal surfaces, thereby transforming owners who had previously given up on dental care into active buyers. This focus on ease of use is essential for ensuring consistent daily routines and efficacy. According to Swedencare's 'Year End Report 2024' from February 2025, the company saw a 43 percent increase in dental product category sales, highlighting the significant market shift toward these convenient, user-friendly formats.

At the same time, the growth of vet-formulated and clinically proven product lines is becoming a key competitive factor, fueled by pet owners' preference for therapeutic results over cosmetic features. As consumers prioritize evidence-based health outcomes, brands are heavily investing in clinical trials and Veterinary Oral Health Council (VOHC) certification to validate their claims and gain professional backing. This trend upgrades oral care from a mere grooming task to a medical requirement, driving revenue through professional and specialty channels. In its '2024 Annual Results' reported in March 2025, Virbac noted a 10.2 percent revenue increase in North America, crediting this success to the strong sales of its specialty and dental care products, which proves the commercial value of high-science, veterinarian-endorsed portfolios.

Key Players Profiled in the Pet Toothpaste Market

• Boss Holdings, Inc.
• Central Garden & Pet Company
• Church & Dwight Co., Inc.
• Cosmos Corporation
• Fine Pet & Caps Private Limited
• Oxyfresh Worldwide, Inc.
• PawFlex Inc.
• Paws and Pals, Inc.
• Petsmile
• Virbac S.A.

Report Scope

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

Pet Toothpaste Market, by Product Type:

• Flavoured
• Non-Flavoured

Pet Toothpaste Market, by Pet Type:

• Dog
• Cat
• Others

Pet Toothpaste Market, by Sales Channel:

• Supermarket/Hypermarket
• Pet Pharmacy
• Online
• Others

Pet Toothpaste 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 Pet Toothpaste 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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