Global Oral Care/Oral Hygiene Market

In 2021, the global oral care market is estimated to be worth USD ~32 billion, and it is expected to expand at a compound annual growth rate (CAGR) of 6% between 2022 and 2030. The World Health Organization (WHO) points out that more than 530 million children suffer from dental caries in their deciduous teeth. Major players such as Procter & Gamble and Colgate-Palmolive Company have taken steps to spread dental hygiene awareness to children and adults, which has created a demand for oral care products. Major players are creating innovative products that win consumer interest. For example, in August 2020, the Procter & Gamble brand Oral-B launched Oral-B iO, a rechargeable toothbrush that can comfortably provide professional cleaning at home. The product includes innovative features such as linear magnetic drive, smart pressure sensor, smart display with custom brushing mode, and redesigned brush head to provide optimal oral health. The launch of these innovative products is expected to drive demand for oral care products in the next few years.

People's awareness of dental cosmetic treatment can help improve aesthetics and maintain fresh breath, which is also one of the key factors that positively affect the demand for oral care products. People widely use whitening cosmetics to improve the beauty of teeth. In view of this, in October 2019, Colgate-Palmolive launched an innovative product-Colgate Optic White Advanced LED whitening care, which can provide 6 shades of whitening teeth in just 10 days. Similarly, the company launched Colgate Optic White Overnight Tooth Whitening Pen in August 2020.

These products have brought home comfort to consumers, leading to increasing demand, especially in the United States, where the elderly population is one of the most common target groups in the market. This population is at high risk of suffering from various oral diseases. According to the Centers for Disease Control and Prevention (CDC), in the United States, one in five adults 65 and older has lost a tooth. Brushing and flossing with fluoride toothpaste, mouthwash, and regular visits to the dentist are some of the tips for oral care for the elderly. Therefore, it is expected that the demand for oral care products from this population will also increase.

The ongoing COVID-19 pandemic has had a major impact on dental care services worldwide, as most of them have been closed. Recently, more dental services are reopening; however, due to the risk of exposure to infections, patients have chosen home dental treatment, thereby increasing the demand for home oral care. In addition, major personal care companies such as Procter & Gamble; Colgate Palmolive; and Johnson & Johnson Services, Incs sales have increased, especially in the field of oral care, as consumers continue to pay more attention to hygiene.

PRODUCT INFORMATION:

Toothbrushes have the largest market share in 2020, at 24%, and are expected to become the fastest-growing market segment during the forecast period. This is mainly due to the introduction of advanced products, such as electric and battery-powered toothbrushes.

These products provide additional benefits such as a comprehensive oral cleansing, with different usage modes including deep cleansing, daily cleansing, tongue cleansing, whitening and massage. These products mainly help to improve the user;s overall oral care. Separate adult and children toothbrush designs are available on the market to meet individual needs.

In India, two companies, Realme and Xiaomi, launched electric toothbrushes in 2020. The toothpaste market segment ranks second in terms of share in 2020. The high use of toothpaste in all income groups can be attributed to the growth of this segment. Different forms of toothpaste, such as gels, toothpastes and powders, provide consumers with a wider range of choices, which has also increased demand. In January 2020, Colgate-Palmolive launched Smile for Good toothpaste.

As mouthwashes are increasingly used to maintain oral hygiene, it is expected that mouthwashes will experience lucrative growth during the forecast period. Despite its advantages, mouthwashes also have some disadvantages. It can stain teeth and/or damage the oral mucosa, and can cause adverse reactions if ingested, especially in the case of children. Therefore, the aforementioned factors may limit its use and further hinder market growth. However, the introduction of flavoring and herbal mouthwashes is expected to increase demand in the coming years.

Due to changes in lifestyle and improved sanitation, mouthwashes are becoming more and more popular in Indian cities. In January 2021, the Indian company Dabur launched the Ayurvedic mouthwash Dabur Red Pulling Oil, which entered the mouthwash category. The increasing incidence of oral diseases such as periodontitis, gingivitis, tooth decay, denture irritation, bleeding gums and bad breath is expected to drive the demand for medicated and non-medicated mouthwashes.

Witnessed significant growth during the forecast period. The release and development of new products are affecting the growth of market segments. Various types of cleaners and adhesives have been introduced to maintain dentures and help maintain good oral health. These cleaners also help prevent odors and keep breath fresh. In November 2020, with the launch of the Polident brand, GSK Consumer Healthcare entered the professional dental care category in India.

PRODUCT TYPE INFORMATION:

The wireless market segment has the largest share in 2020, at 68%. Due to its increasing use in home applications, this segment is also expected to grow the fastest during the forecast period. In addition, these devices are portable, easy to use and transport, and relatively cheaper than countertop variants.

The technological advancement of these devices has also affected the growth of this market segment. End users prefer the modernization of the design and function of oral irrigators, driving their adoption. The countertop irrigator segment is expected to grow steadily during the forecast period. This can be attributed to the fact that these devices do not need to be charged, and a water tank can usually run longer than portable models.

APPLICATION INSIGHTS:

The home application segment has the largest share in 2020, at 70%. According to the application, the market is segmented into household and dental. Manufacturers who have created innovative and easy-to-use oral care products have increased the use of home oral care products, making the home the largest and fastest growing market segment.

Home Consumers are at risk of infection when visiting a dental care center, so they choose home treatment. Manufacturers are also creating innovative products that allow consumers to use them comfortably at home. Therefore, it is expected that there will be considerable growth in the field of home applications in the next few years.

REGIONAL INFORMATION:

The Asia-Pacific region will dominate the market with a 41% share in 2020. It is also expected to become the fastest-growing regional market during the forecast period. This can be attributed to the increasing awareness of dental hygiene and overall oral health among the people in the region. In addition, countries such as India have a high prevalence of dental caries, which is expected to promote the growth of the Asia-Pacific market.

In developed countries such as the United States, due to higher disposable income, people have begun to choose newly developed oral care products, such as electric toothbrushes and other new dental care products. This leads to a large portion of North American market revenue in 2020. In addition, the presence of qualified dental hygienists in the United States is expected to increase the demand for these products.

KEY COMPANIES AND MARKET SHARE PROSPECTS:

Launching new products is a key strategy implemented by market participants. For example, in 2019, Oral B launched GENIUS X, an electric toothbrush equipped with artificial intelligence. In August 2020, Colgate-Palmolive launched hum by Colgate, a smart electric toothbrush.

It includes smart sensors that allow users to track the frequency, duration, and coverage of their unique brushing styles, and provide personalized guidance on the areas that require the most attention. Therefore, companies actively launch innovative products to provide consumers with convenience and ease of use at home. Some well-known players in the global oral care market include: Dr. Procter & Gamble Company Johnson & Johnson Services, Inc. Colgate-Palmolive Company GlaxoSmithKline plc Church & Dwight Co., Inc. Fresh, LLC Dentaid Lion Corporation Sunstar Switzerland S.A.

MARKET SEGMENTS COVERED BY THE REPORT:

This report forecasts revenue growth at the global, regional, and country levels, and analyzes the latest industry trends and opportunities in each market segment from 2022 to 2030. For the purpose of this research, Kenneth Research has segmented the global oral care market report based on product, product type, application and region: Product outlook (revenue, million dollars, 2022 to 2030) Electric toothbrush manual (rechargeable) Battery powered (non-rechargeable) Other toothpaste GelEnamelPowderMouthwash/rinse medication Non-medicated dental cleanser fixes Other dental accessories Beauty whitening products Fresh breath Dental chewing gum Tongue scraper Fresh breath strip thread Other product types USD (2022 revenue, million USD).

Geography Analysis:

The report further discusses the market opportunity, compound annual growth rate (CAGR) growth rate, competition, new technology innovations, market players analysis, government guidelines, export and import (EXIM) analysis, historical revenues, future forecasts etc. in the following regions and/or countries:

• North America (U.S. & Canada) Market Size, Y-O-Y Growth, Market Players Analysis & Opportunity Outlook
• Latin America (Brazil, Mexico, Argentina, Rest of Latin America) Market Size, Y-O-Y Growth & Market Players Analysis & Opportunity Outlook
• Europe (U.K., Germany, France, Italy, Spain, Hungary, Belgium, Netherlands & Luxembourg, NORDIC(Finland, Sweden, Norway, Denmark), Ireland, Switzerland, Austria, Poland, Turkey, Russia, Rest of Europe), Poland, Turkey, Russia, Rest of Europe) Market Size, Y-O-Y Growth Market Players Analys  & Opportunity Outlook
• Asia-Pacific (China, India, Japan, South Korea, Singapore, Indonesia, Malaysia, Australia, New Zealand, Rest of Asia-Pacific) Market Size, Y-O-Y Growth & Market Players Analysis & Opportunity Outlook
• Middle East and Africa  (Israel, GCC (Saudi Arabia, UAE, Bahrain, Kuwait, Qatar, Oman), North Africa, South Africa, Rest of Middle East and Africa) Market Size, Y-O-Y Growth Market Players Analysis & Opportunity Outlook

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