United States Oral Care Market Growth Analysis - Forecast Trends, Market Size, Share and Outlook (2025-2034)

The United States oral care market value reached around USD 11.68 Billion in 2024. The market is projected to grow at a CAGR of 3.70% between 2025 and 2034, reaching almost USD 16.80 Billion by 2034.

United States Oral Care Market Growth

The United States oral care market dynamics and trends are driven by the availability of products and technologies that enhances preventive care and expand accessibility. This sector stimulates economic growth, supports ageing populations, and promotes innovation. Increased consumer awareness and education further enhance oral health and overall quality of life.

Nearly 58 million people inhabit the Dental Health Care Professional Shortage Areas (DHCPSA) in the United States, where an average of only 29% of people get their dental problems resolved. Only 50% of the 39 million children registered under the medical healthcare programmes in the USA receive effective dental care. Only families with access to private dental health insurance policies can take clinic visits and dental treatments from expert doctors. This is worsening the state of oral healthcare in the USA, and preventative care is becoming more prevalent. This is expected to contribute towards the United States oral care industry growth.

United States Oral Care Market Analysis

The United States of America is facing an oral health crisis due to a combination of several factors. This includes a lack of awareness about dental hygiene, inadequate availability of dental specialists, and lower government spending on oral care programmes. A little over 52% of the American population visits dental clinics to get preventative health check-ups, while up to 28% of adults report believing that the appearance of their teeth affects their ability to interact with people. This is expected to drive the demand for oral care products such as electric toothbrushes and dental flosses, thereby influencing the United States oral care demand growth.

United States Oral Care Industry Outlook

The American Dental Association reports that government spending on dental care in the U.S. surged by 25% from 2020 to 2021. Both Medicare and Medicaid saw roughly USD 2 billion increases in their spending. Additionally, national dental expenditures rose by 11% during the same period, increasing from USD 146 billion to USD 162 billion. This rise highlights a growing emphasis on oral health and higher consumer spending on dental services and products, contributing to the United States oral care industry revenue.

According to the Centers for Medicare and Medicaid Services, government spending on dental care saw a notable upward trend from 2000 to 2022, with a 7.3% increase from 2021 to 2022. By 2022, this spending had reached USD 28 billion, up from USD 26 billion in 2021. Private health insurance expenditures also rose significantly, from USD 63 billion in 2021 to USD 70 billion in 2022. Out-of-pocket expenses increased from USD 60 billion in 2020 to USD 70 billion in 2021. Moreover, spending on categories like the Paycheck Protection Program (PPP) and the Provider Relief Fund (PRF) surged from USD 2 billion in 2019 to USD 12 billion in 2020. This increase significantly boosted the United States oral care market revenue, as oral health services become more integrated into general healthcare systems, acknowledging the link between oral health and broader health conditions such as diabetes and heart disease.

According to Cancer Research Data, in 2020, there were 24,470 new cases of lip and oral cavity cancer. Males accounted for a larger share with 16,420 cases, while females had 8,050 cases. The incidence rates were 6.0 per 100,000 for males and 2.6 per 100,000 for females, yielding a combined rate of 4.2 per 100,000 population. This rise in the dental disorders further results in increasing the demand of United States oral care market.

Innovative products such as smart toothbrushes and AI-powered diagnostics improve effectiveness and appeal to consumers, further driving the United States oral care market demand.

• Growing emphasis on dental health drives demand for quality oral care products.
• A broad spectrum of products meets varied consumer needs and preferences.

Premium oral care products can be expensive, limiting access for some consumers.

• Intense competition among numerous brands may lead to market fragmentation.
• Stringent regulations and compliance requirements can impact product development and time-to-market.

Increasing demand for products addressing age-related oral health issues presents growth potential.

• Innovations such as personalised care solutions offer new opportunities in the United States oral care market.
• Rising awareness of preventive care can drive demand for advanced oral hygiene products.

Recessions or economic challenges can reduce consumer spending on non-essential oral care products.

• The presence of counterfeit products can undermine brand trust and market integrity.
• Evolving regulations and standards may impact product formulation and marketing strategies.

Key Players in the United States Oral Care Market and Their Key Initiatives

Colgate-Palmolive Company

• Launched the "Colgate Zero" toothpaste.
• Introduced Colgate's "Optic White" Advanced Whitening Toothpaste.

Procter & Gamble Co.

• Introduced an innovative electric toothbrush to meet the growing demand of the United States oral care market.
• Introduced a premium toothpaste featuring advanced enamel repair technology.

Henkel AG & Co. KGaA

• Launched recyclable toothpaste tubes.
• Joined U.S. Plastics Pact.

Unilever Plc

• Planning to introduce the recyclable toothpaste tubes by 2025.
• Developed a mouthwash formulation with CPC Technology to capture the United States oral care market opportunities.

United States Oral Care Industry Segmentation

“United States 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:

• Toothbrush
• Manual
• Electric
• Toothpaste
• Mouthwash
• Dental Floss
• Waxed
• Unwaxed
• Dental Tape
• Thread
• Denture Care
• Cleanser
• Paste
• Adhesive
• Others

Market Breakup by Distribution Channel:

• Supermarkets and Hypermarkets
• Convenience Stores
• Pharmacies and Drug Stores
• Online Retail Stores
• Others

Market Breakup by Region:

• New England
• Mideast
• Great Lakes
• Plains
• Southeast
• Southwest
• Rocky Mountain
• Far West

United States Oral Care Market Share

The growth of the United States oral care industry is driven bytoothpastethat provides several benefits including efficient plaque removal, whitening, fluoride protection, and breath freshening. It also helps with sensitive teeth, enhances gum health, and comes in various affordable options.

Mouthwash complements these benefits by enhancing breath freshness, improving gum health, preventing cavities, and reducing tartar and plaque. It integrates conveniently into daily routines, offers various formulations, and soothes irritated tissues, supporting overall oral hygiene and reducing the need for extensive dental treatments.

Leading Companies in the United States Oral Care Market

The companies operate in oral care, personal care, and household products, with a strong focus on innovation and sustainability to enhance global consumer health and hygiene.

• Colgate-Palmolive Company
• GSK Plc
• Procter & Gamble Co.
• Henkel AG & Co. KGaA
• Johnson & Johnson
• Unilever Plc
• Alticor Inc. (Amway Corp.)
• Sunstar Suisse S.A.
• Church & Dwight Co., Inc.
• Dabur India Ltd.