According to the Market Statsville Group (MSG), the global toothpaste market size is expected to grow from USD 20,095.4 million in 2022 to USD 31,596.7 million by 2033, at a CAGR of 4.2% from 2023 to 2033.
The market for Toothpastes is driven by increasing prevalence of cavities, gingivitis and sensitivity. The demand for toothpaste is on the rise due to people's increasing inclination towards using it for maintaining their dental health. Toothpaste provides protection against germs and bacteria, helps prevent the development of cavities, and improves overall tooth health. In addition, the growing elderly population worldwide is contributing to the increased demand for toothpaste since this age group is highly susceptible to various dental problems such as gum disease, tooth decay, cavities, and more.
However, this growth is limited due to the high costs of chemicals in the manufacturing process. Further, the availability of its direct substitute like baking soda, herbal tooth powder, and others may hinder the market’s growth. Whereas the rising expenditures made on marketing and advertising by leading brands, such as Colgate, Procter & Gamble, and others, have surged their product sales and demand.
The COVID-19 pandemic significantly impacted the global economy, and the toothpaste market is no exception. The oral care industry has been affected by changes in consumer behavior and disrupted supply chains. The increased demand for personal hygiene products, including toothpaste, due to the emphasis on maintaining personal hygiene to prevent the spread of the virus is a significant factor affecting the toothpaste market.
As a result, there has been a surge in demand for toothpaste, and companies in the toothpaste market are struggling to keep up with the demand. In some regions, toothpaste shortages have been reported, and prices have increased due to the scarcity of supply. This has resulted in an opportunity for companies to innovate and develop new toothpaste products that cater to the needs of the current market.
Another factor affecting the toothpaste market is the shift in consumer preferences, with many people opting for online shopping and contactless delivery methods. Companies in the toothpaste market have had to adjust their marketing and distribution strategies to meet the needs of their customers. This led to an increase in online sales of toothpaste, and companies are investing in e-commerce platforms to capture the growing online market.
Diet plays an important role in one’s dental health. Tooth decay occurs when the teeth and other hard tissues of the mouth are destroyed due to acidic products from oral bacteria. Some foods have higher levels of bacteria which can cause cavities in the mouth. Bad eating habits are increasing in today's fast world, and thus dental problems are at a surge. Diseases in the mouth and other dental disorders require costly treatment. People are becoming aware of dental hygiene and focusing on saving money from costly treatments, and they prefer to invest in toothpaste which is a much smarter option driving the market's growth.
The growing dental health issues among people, especially children, will also surge the demand for effective toothpaste to manage such issues at early stages. For instance, according to the World Health Organization, between 20% and 90% of 6-year-old children have dental caries, and at age 12, an average of 0.5–3.5 permanent teeth are affected by this disease. Further, according to a survey conducted in 2020 among 11,000 respondents across India by the fitness technology company GOQii, cavities and decay (17.33%) was the most common oral health problems. Cavities, decay, and foul breath appeared to be the most common oral health problems among the population.? To manage such problems, the adoption of effective toothpastes will increase, thus driving the growth of the global toothpaste market.
Introducing various toothpaste alternatives will restrain the market's growth, including herbal or regular toothpowder, dry brushing, brushing with pure water, essential oils, coconut oil, tooth soap, and sea salt, among others. These are widely used instead of toothpaste due to various factors and benefits, this, in turn, restrain the market’s growth over the forecasting period.
For instance, essential oils such as sesame, sunflower, coconut, mustard, and others are used to clean teeth as oils help strengthen the gums and make removing plaque easier. Plaque is generally formed due to bacteria that are surrounded by fatty membranes. Swishing mustard oil or others can help loosen the fat-soluble bacteria and further avoid gum bleeding. Such factors surge its adoption instead of toothpaste, and it is highly adopted in low-income families, especially in emerging economies. Such factors will restrain the market's growth in upcoming years across the globe. Further, toothpaste produced from chemicals such as calcium carbonate, sodium bicarbonate, tricalcium phosphate, and others will negatively affect oral health. In addition, the increasing costs of these chemicals are expected to translate into higher prices of the final product, potentially detrimental to the market’s growth.
The growing adoption of ayurvedically and herbal toothpaste will fuel the market's growth over the forecasting period. Ayurvedic or herbal toothpaste is free of harmful chemicals, it preserves the microbiome community required for the digestion of food and other bodily activities. On the contrary, chemicals containing toothpaste ruin the microbiome community and tooth health in the long term. Hence, the surging adoption of Ayurvedic toothpaste will drive the market's growth over the forecasting period.
Toothpaste brands such as Hello, Schmidt’s, Dr. Brite, Marvis, and others are increasingly inclined to produce products designed to target the growing vegetarian and vegan populations. This is due to an increasing number of people voice against products made from and tested on animals as it involves animal cruelty. For instance, according to the data of VIVA, the Vegan Charity, 33.5% of the population is cutting down – or cutting out – meat, with 3% of the British public identifying as vegan, which equates to roughly two million people. In addition, 60% of vegans and 40% of vegetarians have adopted the lifestyle over the past five years. And 55% of those surveyed became vegetarian or vegan because of animal-welfare concerns, 45% because of health, and 38% because of environmental concerns. Hence, the growing vegan population across the globe will demand vegan products and even vegan toothpaste, and in order to cater to their needs, the market players have to develop vegan toothpaste. Additionally, Arata introduced a vegan toothpaste offering, a combination of peppermint, chamomile, and extracts of cinnamon, ensuring fresh, strong, and healthy teeth and gums.
This, in turn, contributes to fulfilling the demands of the vegan population as well, paving the way for the market's growth.
The study categorizes the toothpaste market based on type, distribution channel, and application area at the regional and global levels.
Based on the type, the market is segmented into whitening, cavity and gingivitis protection, sensitive gums, bad breath, and regular. The regular segment accounted for the largest market share of around 53.1% in 2022 in the global toothpaste market. Regular toothpaste is used for daily oral care and is widely available and affordable, making it a popular choice among consumers. It is formulated to clean teeth, freshen breath, and remove plaque and stains caused by food and drinks. Regular toothpaste comes in a variety of flavors and packaging sizes, making it suitable for consumers of all ages and income levels. The segment is further augmented owing to the daily brush habits by all and good hygiene keeping demand by huge population.
Based on the regions, the global toothpaste market has been segmented across Europe, North America, the Middle East & Africa, Asia-Pacific, and South America. Asia Pacific accounted for the largest market share of around 45.2% in 2022. The region's large and diverse population, coupled with rising disposable incomes, has led to a surge in demand for various toothpaste types, such as whitening, cavity protection, sensitive gums, bad breath, and regular toothpaste. Many global brands have been expanding their market presence in the region, catering to the specific needs of Asian consumers. These companies are introducing new products that are customized for the local market, using ingredients that are popular in the region, and marketing their products through localized advertising campaigns.
The toothpaste market is a significant competitor and extremely cutthroat in the sector is using strategies including product launches, partnerships, acquisitions, agreements, and growth to enhance their market positions. Most sector businesses focus on increasing their operations worldwide and cultivating long-lasting partnerships.
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