USD 18.06 billion
Report ID:
SQMIG30L2253 |
Region:
Global |
Published Date: June, 2025
Pages:
197
|Tables:
64
|Figures:
75
Global Toothpaste Market size was valued at USD 18.38 Billion in 2023 and is poised to grow from USD 19.37 Billion in 2024 to USD 29.59 Billion by 2032, growing at a CAGR of 5.38% in the forecast period (2025-2032).
As more people understand the importance of maintaining appropriate dental hygiene, there is increasing demand for high-quality oral healthcare products. Not only does toothpaste reduce cavities, but it also promotes oral health by protecting the teeth and gums from bacteria and germs. The demand for products is also being fueled by the increasing prevalence of periodontal diseases, oral cancer, and other diseases associated with the mouth. For example, the World Health Organization reported 1 billion cases of untreated oral diseases worldwide in 2024. This prompted several health ministries in countries such as Brazil and India to launch national oral health campaigns. In 2025, Colgate-Palmolive responded to increasing consumer interest in natural toothpaste formulations and preventive dental care by expanding its premium and herbal toothpaste offerings.
Marketing and advertising campaigns help increase brand awareness among consumers. Therefore, by promoting toothpaste brands through a range of channels, including print media, radio, television, social media, and online platforms, businesses can reach a wider audience and ensure that consumers consider their products when making decisions. Therefore, with their increasing investments in marketing and advertising, the leading brands in the toothpaste sector, such as Colgate, Oral-B, and others, will most likely drive the demand for the product globally.
One of the key advancements highlight in the toothpaste industry is the introduction of enzyme-based toothpaste formulations which can naturally strengthen enamel and inhibit harmful bacteria without abrasive chemicals. These innovation-based products meet a growing demand from consumers for gentler, science-based dental care. Sensodyne launched "Sensodyne Repair & Defend+ Enzymes" in the US and Europe in 2024, with the claim of enhancing protection against sensitive teeth by stimulating natural remineralization via nocturnal application. Clinical studies supported the toothpaste's 23% increase in enamel hardness over an 8-week course. This is a positive evolution in line with the general movement to non-toxic and bioactive dental products, which spurs investment by other competitors in similar biotech approaches through 2025.
Market snapshot - 2025-2032
Global Market Size
USD 18.06 billion
Largest Segment
Adults
Fastest Growth
Children
Growth Rate
2.5% CAGR
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The global toothpaste market is segmented into type, end user, distribution channel, and region. By type, the market is divided into teeth whitening, herbal, and sensitive teeth. Depending on the end user, it is bifurcated into adults and children. According to distribution channels, the market is classified into supermarket/hypermarket, convenience stores, and pharmaceutical & drug stores. Regionally, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.
As per the 2024 global toothpaste market analysis, with an increasing demand for brighter, whiter smiles and greater use of toothpaste as cosmetic, the teeth-whitening segment continues to lead this Toothpaste Market size. Teeth-whitening products are everyday services that are cheaper than in-office options, which is why North American and European consumers seem to prefer these. In 2024, Crest's 3D White Brilliance toothpaste led the U.S. whitening category, with its sales increasing by 12% from the previous year. It's worth noting that the influencer space, along with additional online discovery on platforms such as Instagram and TikTok, likely played a major part in this category of performance.
The global movement towards natural and chemical-free personal care will spur rapid growth in the herbal toothpaste subsegment. More and more, consumers are looking for plant-based and fluoride-free alternatives to traditional toothpaste brands. As a result, in 2025, brands such as Patanjali and Dabur expanded their herbal offerings to include Ayurvedic and a range of botanical formulations across Southeast Asia and the Middle East. Clean-label preferences and sustainability are predicted to be major drivers of toothpaste market growth.
Based on the 2024 global toothpaste market forecast, because of a larger user base of adults and a broader number of products that cater to adult oral issues that include sensitivity, whitening, gum health, and enamel protection, the adult segment is establishing a leadership position in the toothpaste market. Furthermore, adults more readily purchase premium toothpaste and medicinal toothpaste than children. The 2024 introduction by companies like Sensodyne and Colgate of specialty varieties for older consumers that cope with high-sensitivity issues has solidified this leadership position even more.
The children's category is anticipated to have the highest toothpaste market share. This is driven by the rise of kid-friendly formulations and more awareness from parents, so the segment continues to grow steadily. In the last couple of years, oral care companies like Hello Products and Tom's of Maine have created fluoride-free, fruit-flavored toothpastes and packages themed with characters to nudge kids towards brushing to provide parents with a more engaging oral hygiene experience. Pediatric dental campaigns and partnerships with educational institutions are also increasing exposure to this segment, which accelerates acceptance of this market.
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As per the 2024 toothpaste market forecast, the regional market in Asia-Pacific is expanding quickly because of factors like urbanization, rising disposable income, and increased awareness of oral health issues. Herbal and Ayurvedic toothpaste are in high demand in nations like China and India. Local businesses like Dabur and Lion Corporation became more well-known in 2024–2025 as a result of their natural formulas. Growth is also being driven by the expansion of e-commerce and the products that dentists recommend, particularly to younger and middle-class populations.
The toothpaste market share in South Korea is notable for its premiumization and innovation. The demand for whitening, anti-aging, and cosmetic toothpastes has increased due to a customer base that is more concerned with appearance. Products with an enzyme foundation and an aesthetic focus were introduced in 2024 by companies like Median and Aekyung. Purchase decisions are heavily influenced by social media and influencer marketing, and younger consumers and parents of small children are choosing natural and fluoride-free formulations more and more.
Japan's toothpaste market is being driven by the country's aging population and demand for cutting-edge dental care products. There is a high demand for functional versions that address sensitivity, dry mouth, and gum disease. Businesses such as Kao and Lion added enamel-restoring pastes and nanotechnology to their product lines. Japan's stringent quality regulations and oral health initiatives have sustained consistent toothpaste market growth by boosting the toothpaste market penetration among senior citizens.
North America holds a sizable portion of the toothpaste market due to its sophisticated dental care infrastructure and high level of awareness. Whitening and fluoride-based pastes continued to be popular, but the market for sensitivity-targeted, natural, and charcoal-based formulations also grew. In an otherwise crowded and competitive industry, the emergence of subscription-based dental care products and packaging that puts sustainability first has helped businesses stand out.
In 2024, toothpastes without fluoride and with clear labels were popular in the United States. Customers are supporting companies like Hello Products and Tom's Maine because they want ingredient transparency. Toothpaste that whitens and repairs enamel is still in demand, and branded toothpaste boxes with clever oral hygiene tools are becoming more and more well-liked. Due to growing consumer demand for both natural and tech-integrated dental care, the US continues to be a major center for innovation.
Eco-friendly toothpaste formulas and recyclable, plastic-free packaging are growing in popularity in Canada as consumers' awareness of environmental issues increases. Zero waste initiatives helped local businesses like Nelson Naturals increase their revenue. Customers prefer all-natural, vegan, and fluoride-free products, especially in urban areas. Public health campaigns continue to highlight the importance of dental hygiene for young children, and big-box retailers have increased their clean oral care departments.
The demand for luxury and natural toothpaste products is driving the European toothpaste market. In addition to traditional dental care, herbal and bio-certified toothpastes gained popularity. Product development and packaging are impacted by stringent regulations and a focus on sustainability. While consumers look for multipurpose toothpaste that offers benefits like gum protection, tooth whitening, and anti-cavity, widespread public dental programs encourage preventative care.
In 2024, the UK toothpaste market embraced sustainability and inclusivity. Companies that produced cruelty-free, vegan, and plastic-free products, such as Waken and Georganics, thrived. Millennials began using charcoal-based whitening pastes and fluoride substitutes. While NHS-backed programs encouraging routine dental checkups guaranteed steady demand across demographics, retailers such as Boots and Superdrug expanded the shelf space for ethical oral care products.
In France, the toothpaste market is dominated by natural and organic products. Demand for goods devoid of artificial sweeteners, parabens, and microplastics increased in 2024. Businesses such as Coslys and Melvita created formulas that incorporate herbs and essential oils. The authenticity of brands and the origin of ingredients are highly valued by French consumers. Although pharmacies continue to be the most popular place to buy organic dental care, e-commerce has grown significantly.
Green chemistry and innovation are driving the toothpaste market in Germany. German companies Weleda and Lavera debuted new vegan-certified and natural pastes in 2024. Multipurpose toothpaste that addresses sensitivity, tartar control, and teeth whitening is highly desired. German consumers' eco-conscious views are in line with technologically sophisticated formulas and environmentally friendly packaging, even though drugstore chains like DM and Rossmann are leaders in product accessibility and diversity.
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Growing Awareness of Dental Health
Product Customization and Innovation
Frequency of Fake Goods
Growing Interest in Chemical-Free Substitutes
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Innovation, sustainability, and online outreach are highly valued by major players in the relatively consolidated global toothpaste market. In 2024, Unilever extended its Signal brand to include natural variants, and Colgate-Palmolive unveiled AI-powered customized toothpaste tools. New businesses like Hello Products adopted clean-label and direct-to-consumer business models. Strategic alliances with dentists and a shift to eco-friendly packaging further strengthened competitive positioning and brand loyalty in both developed and emerging markets.
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
As per SkyQuest analysis, global trends in the toothpaste industry are growing. Increasing disposable incomes, product innovation, and a rise in personal care and health awareness have all contributed to more toothpaste demand. Manufacturers are using clean-label goods, AI technologies, and versions that fit their consumers' desires for everything from natural to customizable. Other hurdles still remain, including counterfeit items and chemical safety perceptions. E-commerce and internet marketing are also driving new distribution models, with packaging and formulation increasingly focusing on sustainability. While nimble startups continue to gain traction with niche products and direct-to-consumer models, the established players continue to dominate due mainly to their extensive R&D and strong brands. Future market diversification is projected to persist. Market trends for toothpaste support the referred herbal and enzyme-based formulations, as well as high-growth opportunities in developing nations.
Report Metric | Details |
---|---|
Market size value in 2023 | USD 18.38 Billion |
Market size value in 2032 | USD 29.59 Billion |
Growth Rate | 5.38% |
Base year | 2024 |
Forecast period | 2025-2032 |
Forecast Unit (Value) | USD Billion |
Segments covered |
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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 |
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Table Of Content
Executive Summary
Market overview
Parent Market Analysis
Market overview
Market size
KEY MARKET INSIGHTS
COVID IMPACT
MARKET DYNAMICS & OUTLOOK
Market Size by Region
KEY COMPANY PROFILES
Methodology
For the Toothpaste 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 Toothpaste 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.
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With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Toothpaste Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
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Global Toothpaste Market size was valued at USD 18.38 Billion in 2023 and is poised to grow from USD 19.37 Billion in 2024 to USD 29.59 Billion by 2032, growing at a CAGR of 5.38% in the forecast period (2025-2032).
Lion Corporation, Colgate-Palmolive Company, Procter & Gamble Co., Unilever PLC, GlaxoSmithKline PLC, Johnson & Johnson Services, Inc., Church & Dwight Co., Inc., Henkel AG & Co. KGaA, LG Household & Health Care Ltd., Dabur India Ltd., Himalaya Drug Company, Amway Corporation, GABA GmbH, CCA Industries Inc., Toms of Maine, Inc., Hawley & Hazel Chemical Co., Ltd., Marico Limited, The Himalaya Drug Company, Natures Gate Inc., Squigle Inc.
The global toothpaste market has grown dramatically as a result of increased awareness of oral hygiene brought about by health organizations and educational initiatives. Customers are becoming aware of the importance of preventive care in avoiding gum disease and cavities. To promote regular toothpaste, use among a wide range of age groups and socioeconomic backgrounds, governments and non-governmental organizations in developing nations are starting oral health programs, such as free dental camps and school programs.
One of the key toothpaste industry trends includes a rise in the usage of natural and herbal products. The clean beauty and wellness movement has driven demand for herbal toothpaste through the roof. Consumers want products with aloe vera, charcoal, clove and neem in them. Sales of herbal toothpaste grew by 15% across Asia and the Middle East in 2025 led by Patanjali and Dabur. This is indicative of growing faith in plant-based products and natural health preferences rooted in culture in emerging markets.
Asia-Pacific is expanding quickly because of factors like urbanization, rising disposable income, and increased awareness of oral health issues. Herbal and Ayurvedic toothpaste are in high demand in nations like China and India. Local businesses like Dabur and Lion Corporation became more well-known in 2024–2025 as a result of their natural formulas. Growth is also being driven by the expansion of e-commerce and the products that dentists recommend, particularly to younger and middle-class populations.
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