Global Mouthwash Market

Mouthwash Market Size, Share, Growth Analysis, By Product Type(Fluoride, Cosmetics, Antiseptics, Oral Gels), By Distribution Channel(Modern Trade, Departmental Stores, Convenience Stores, Drug Stores), By Nature(Conventional, Organic), By Flavours(Active Salt, Mint Fresh Tea, Natural Lemon, Herbs), By Indication(Periodontists, Mouth Ulcers, Gingivitis, and Dry Mouth), By Region - Industry Forecast 2024-2031


Report ID: SQMIG30L2202 | Region: Global | Published Date: February, 2024
Pages: 165 |Tables: 150 |Figures: 78

Mouthwash Market Insights

Mouthwash Market size was valued at USD 1994.48 million in 2019 and is poised to grow from USD 2125.2 million in 2023 to USD 3530.5 million by 2031, growing at a CAGR of 6.55% in the forecast period (2024-2031).

Mouthwash is gaining popularity around the world as people become more aware of the necessity of maintaining proper oral hygiene. Some of the benefits of using mouthwash include the prevention of cavities, the generation of fresh breath, and the prevention of bacterial infection. Rising oral hygiene programs around the world are propelling the mouthwash market's growth. According to the FDI World Dental Association statistics issue, the 2018 World Oral Health Day campaign was expected to be one of the most fruitful efforts till date, reaching out to more than 700 million people worldwide.

Furthermore, the increased demand for amenities, especially mouthwash, in hotels benefits product demand and increased global spending on dental care products has made a significant contribution to market growth. For instance, national dental expenditures reached upto USD 142.4 billion in 2019. The escalating use of the product by those suffering from halitosis as a result of poor breathing medical conditions is contributing to the increased use rate.

US Mouthwash Market is poised to grow at a sustainable CAGR for the next forecast year.

Market Snapshot - 2024-2031

Global Market Size

USD 1994.48 million

Largest Segment

Cosmetics

Fastest Growth

Cosmetics

Growth Rate

6.55% CAGR

Global Mouthwash Market, 2021-2028 ($ Bn)
Country Share for North America Region- 2021 (%)

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Mouthwash Market Segmental Analysis

Mouthwash Market is segmented based on indication, product type, flavours, distribution channel, nature, and region. Based on the product type, the Mouthwash Market is segmented as fluoride, cosmetics, antiseptics, and oral gels. Based on the flavours, the Mouthwash Market is segmented as active salt, mint fresh tea, natural lemon, herbs, and fruit & gum. Based on distribution channel, the Mouthwash Market is segmented as modern trade, drugstores/ pharmacies, supermarkets/hypermarkets, convenience stores, online channels. Based on nature, Mouthwash Market is segmented as conventional and organic. Based on indication, the Mouthwash Market is segmented into Periodontitis, mouth ulcers, gingivitis, and dry mouth. Based on region Mouthwash Market is segmented as North America, Europe, Asia-Pacific, South America, and MEA.

Mouthwash Market Analysis by Type

In 2021, cosmetic mouthwash segment dominated the global mouthwash market. It is observed that, many consumers don't require the intensive dental or oral care therapeutic mouthwash on a daily basis. In a similar vein, the easy availability of cosmetic mouthwash in several offline and online channels contributes in rising consumption.

Mouthwash Market Analysis by Distribution Channel

The online distribution channel is predicted to develop at the fastest rate, owing to increased smartphone adoption and significant advancements in internet services. Furthermore, consumers are increasingly inclined to purchase mouthwash items through online channels due to convenient delivery options, secure payment options, and promotional and marketing efforts undertaken by e-commerce companies.  Also, because of the ability to offer appealing discounts and offers, the popularity of offline retail formats helps mouthwash manufacturers develop their customer base. For example, Amazon offers 50% or more discount on purchase of mouthwash online.

Global Mouthwash Market By Product Type, 2021 (%), 2023 (%)

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Mouthwash Market Regional Insights

North America is projected to dominate the mouthwash market in the forecast period despite the regulations on mouthwash products in terms of quality, packaging, and other variables, as well as the high prevalence of dental problems in the region. Due to significant product acceptance in the region, the United States is predicted to occupy more than 25% of the mouthwash revenue share. The Asia-Pacific region, on the other hand, is predicted to grow at the fastest rate due to increased mouthwash adoption and rising disposable income in India and China.

India is expected to emerge as a highly opportunistic market for mouthwashes. Dental caries and gum disease afflict about 60% to 80% of Indians and are associated with bacterial endocarditis, atherosclerosis, chronic obstructive pulmonary disease, and preterm low birth weight. According to the Dental Council of India, 72% of the population in rural areas lacks access to basic oral care. To combat this, programmes like the National Oral Health Programme have been implemented to enhance access to institutional and home-based oral care, including mouthwash affordability. The Indian market for mouthwashes is predicted to grow at a CAGR of approximately 7% over the forecast period of 2021–2028. Mouthwash sales in the United Kingdom are expected to account for 45 percent of the total European market over the next decade.

Global Mouthwash Market By Geography, 2021-2028, 2024-2031
  • Largest
  • Fastest

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Mouthwash Market Dynamics

Mouthwash Market Driver

Increased knowledge about oral health

  • Vendors in the industry are educating consumers about the value of mouthwash products in daily oral hygiene. They are also touting their mouthwash products as a quick and easy way to keep germs at bay. Vendors, dental service providers, and trade groups all have an impact on mouthwash market growth. As a result, raising awareness about various campaigns has a direct impact on mouthwash product sales. Mobile technologies for oral health: an implementation guide, provides comprehensive instructions on how to complement existing oral health initiatives and oral health system responses through mobile technologies. Promoting oral health through text messages sent to the general public, provides guidance on training for health workers, early detection of oral health conditions, the collection of epidemiological data, and the monitoring of the quality of patient care. Market expansion is also fuelled by the incidence of dental illnesses such as Gingivitis, Periodontitis, an ageing population, and a rising number of product launches.

Mouthwash Market Restraint

Side effects of mouth wash might hamper the growth of global mouth wash market

  • The mouthwash market will face substantial competition from the adverse effects of alcohol-containing mouthwashes. Mouthwashes containing ethanol come in a variety of concentrations (up to 25%). Because alcohol is a drying agent that removes water, mouthwash products containing alcohol induce a burning feeling in the mouth and dry mouth. As a result, mouthwashes with a high alcohol content increase the risk of oral pain. Chlorhexidine might cause staining of tooth surfaces, restorations, and the tongue. Often, a thorough cleaning can remove any stains. But if you have a lot of anterior white fillings, your dentist might not prescribe chlorhexidine.

High pricing might limit the growth of global mouthwash market

  • The major obstacle is the high price of oral hygiene supplies. Despite being readily available, these items are expensive and will have a significant influence on the budget of a typical household. This is especially true for persons with medium incomes. The bulk of the population cannot access what is thought to be the best way to maintain a high level of oral hygiene due to the high expense of oral care products. Inaccessibility of the product in rural areas, inadequate oral health literacy, and lack of awareness are further obstacles.

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Mouthwash Market Competitive Landscape

Leading mouthwash producers are putting a lot of effort into research and development so that they may introduce solutions with extremely powerful disinfectants. In addition, initiatives including capacity expansion, acquisitions, and partnerships are used.

A number of major corporations have released unique items that have proven to be extremely popular. For instance, Colgate Total Advanced Health mouthwash combines the ability to refresh breath with chemicals that destroy germs. Therefore, manufacturers are proactively launching novel goods that benefit users by allowing them to use them at home and are user-friendly.

Mouthwash Market Top Players Company Profiles

  • Procter & Gamble
  • Colgate-Palmolive
  • Johnson & Johnson Services, Inc.
  • Unilever Group
  • GlaxoSmithKline Plc.
  • Church & Dwight Co., Inc.
  • Henkel AG & Co. KGaA
  • Dr. Fresh, LLC
  • Listerine (Johnson & Johnson Services, Inc.)
  • Himalaya Drug Company
  • Cepacol (Reckitt Benckiser Group plc)
  • Sunstar Suisse S.A.
  • The Clorox Company
  • The Honest Company, Inc.
  • TheraBreath (Dr. Harold Katz LLC)
  • Dentyl (McBride plc)
  • The Natural Dentist (Revive Personal Products Company)
  • GUM (Sunstar Suisse S.A.)
  • Waterpik, Inc.
  • Philips Sonicare (Koninklijke Philips N.V.)

Mouthwash Market Recent Development

  • In May 2022, SmartMouth introduced its latest advancement in oral health, SmartMouth Mouth Sore Oral Rinse. The new SmartMouth product still prevents bad breath for 24 hours with just two rinses a day, and it is formulated to effectively soothe oral pain as well.

Mouthwash Key Market Trends

  • The introduction of herbal mouthwash as a result of sensitivity caused by the use of conventional mouthwash, as well as the rapid innovation generating herbal mouthwash, is driving market revenue growth. They are now available over-the-counter and are recommended by dentists because they are suitable for people of all ages. Herbal mouth rinses also contain natural plant extracts and have gained popularity among chemical mouthwashes due to their non-irritant and non-staining properties, as well as the absence of alcohol. Natural extracts derived from various plant leaves, fruits, seeds, and tree oils are used in these herbal mouthwashes. They have little to no negative effects and are less dangerous. Even though chlorhexidine is still the gold standard for mouthwash, herbal mouthwashes are gaining popularity.

Mouthwash Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our business information services team that collects, collates, co-relates, and analyses the data collected by means of primary exploratory research backed by the robust secondary desk research.

According to our Mouthwash Market analysis, concerns over oral hygiene, as well as growing consumer demand for mouthwash for a range of reasons ranging from breath freshening to tooth decay prevention, are propelling the market growth in the forecast period. Additionally, factors such as increased government, public, and private sector actions for oral health in various countries are likely to drive market expansion throughout the forecast period. Mouthwash demand is also accelerated by greater investments in technology and innovation, research and development, as well as good product packaging and labelling.

In 2021, North America dominated the global mouth wash market owing to the region's highly aware and economically stable population, as well as a significantly higher number of procedures conducted.

Report Metric Details
Market size value in 2023 USD 1994.48 million
Market size value in 2031 USD 3530.5 million
Growth Rate 6.55%
Forecast period 2024-2031
Forecast Unit (Value) USD Million
Segments covered
  • Product Type
    • Fluoride, Cosmetics, Antiseptics, Oral Gels
  • Distribution Channel
    • Modern Trade, Departmental Stores, Convenience Stores, Drug Stores, Online Stores, Others
  • Nature
    • Conventional, Organic
  • Flavours
    • Active Salt, Mint Fresh Tea, Natural Lemon, Herbs, Fruit & Gum
  • Indication
    • Periodontists, Mouth Ulcers, Gingivitis, and Dry Mouth
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • Procter & Gamble
  • Colgate-Palmolive
  • Johnson & Johnson Services, Inc.
  • Unilever Group
  • GlaxoSmithKline Plc.
  • Church & Dwight Co., Inc.
  • Henkel AG & Co. KGaA
  • Dr. Fresh, LLC
  • Listerine (Johnson & Johnson Services, Inc.)
  • Himalaya Drug Company
  • Cepacol (Reckitt Benckiser Group plc)
  • Sunstar Suisse S.A.
  • The Clorox Company
  • The Honest Company, Inc.
  • TheraBreath (Dr. Harold Katz LLC)
  • Dentyl (McBride plc)
  • The Natural Dentist (Revive Personal Products Company)
  • GUM (Sunstar Suisse S.A.)
  • Waterpik, Inc.
  • Philips Sonicare (Koninklijke Philips N.V.)
Customization scope

Free report customization with purchase. Customization includes:-

  • Segments by type, application, etc
  • Company profile
  • Market dynamics & outlook
  • Region

Historical Year 2019

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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Mouthwash Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Mouthwash Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Mouthwash Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Mouthwash Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Mouthwash Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Mouthwash Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Mouthwash Market size was valued at USD 1994.48 million in 2019 and is poised to grow from USD 2125.2 million in 2023 to USD 3530.5 million by 2031, growing at a CAGR of 6.55% in the forecast period (2024-2031).

Leading mouthwash producers are putting a lot of effort into research and development so that they may introduce solutions with extremely powerful disinfectants. In addition, initiatives including capacity expansion, acquisitions, and partnerships are used. 'Procter & Gamble', 'Colgate-Palmolive', 'Johnson & Johnson Services, Inc.', 'Unilever Group', 'GlaxoSmithKline Plc.', 'Church & Dwight Co., Inc.', 'Henkel AG & Co. KGaA', 'Dr. Fresh, LLC', 'Listerine (Johnson & Johnson Services, Inc.)', 'Himalaya Drug Company', 'Cepacol (Reckitt Benckiser Group plc)', 'Sunstar Suisse S.A.', 'The Clorox Company', 'The Honest Company, Inc.', 'TheraBreath (Dr. Harold Katz LLC)', 'Dentyl (McBride plc)', 'The Natural Dentist (Revive Personal Products Company)', 'GUM (Sunstar Suisse S.A.)', 'Waterpik, Inc.', 'Philips Sonicare (Koninklijke Philips N.V.)'

Vendors in the industry are educating consumers about the value of mouthwash products in daily oral hygiene. They are also touting their mouthwash products as a quick and easy way to keep germs at bay. Vendors, dental service providers, and trade groups all have an impact on mouthwash market growth. As a result, raising awareness about various campaigns has a direct impact on mouthwash product sales. Mobile technologies for oral health: an implementation guide, provides comprehensive instructions on how to complement existing oral health initiatives and oral health system responses through mobile technologies. Promoting oral health through text messages sent to the general public, provides guidance on training for health workers, early detection of oral health conditions, the collection of epidemiological data, and the monitoring of the quality of patient care. Market expansion is also fuelled by the incidence of dental illnesses such as Gingivitis, Periodontitis, an ageing population, and a rising number of product launches.

The introduction of herbal mouthwash as a result of sensitivity caused by the use of conventional mouthwash, as well as the rapid innovation generating herbal mouthwash, is driving market revenue growth. They are now available over-the-counter and are recommended by dentists because they are suitable for people of all ages. Herbal mouth rinses also contain natural plant extracts and have gained popularity among chemical mouthwashes due to their non-irritant and non-staining properties, as well as the absence of alcohol. Natural extracts derived from various plant leaves, fruits, seeds, and tree oils are used in these herbal mouthwashes. They have little to no negative effects and are less dangerous. Even though chlorhexidine is still the gold standard for mouthwash, herbal mouthwashes are gaining popularity.

North America is projected to dominate the mouthwash market in the forecast period despite the regulations on mouthwash products in terms of quality, packaging, and other variables, as well as the high prevalence of dental problems in the region. Due to significant product acceptance in the region, the United States is predicted to occupy more than 25% of the mouthwash revenue share. The Asia-Pacific region, on the other hand, is predicted to grow at the fastest rate due to increased mouthwash adoption and rising disposable income in India and China.

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Global Mouthwash Market

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