The oral care market is projected to reach USD 54.9 billion by 2026 from USD 47.2 billion in 2021, at a CAGR of 3.1% during the forecast period. The rising incidence of dental diseases, the rising number of practicing dentists on a global scale, and technological advancements in oral care products are the major factors driving the growth of the oral care market. On the other hand, product recalls for the oral care market are expected to restrain the markets growth. Moreover, the adverse effects of teeth whitening products pose a major challenge to the growth of this market.

The global oral hygiene market is fairly consolidated. Colgate-Palmolive Company (US), Procter & Gamble (US), GlaxoSmithKline plc (Ireland), Koninklijke Philips N.V. (Netherlands), Johnson & Johnson (US), Unilever plc (UK) are the major players in this market. These companies adopted strategies such as acquisitions, partnerships, agreements, collaborations, expansions, and product launches to enhance their presence in the oral care market.

Colgate-Palmolive Company

Colgate-Palmolive Company (US) is a leading player in the oral hygiene market and accounted for the largest share of the market in 2020. The company is a global market leader in the toothpastes and manual toothbrushes segments. The company provides oral care products under brand names “Colgate,” “Darlie,” “elmex,” “merridol, “Sorriso,” and “Tom’s of Maine.” Through Its Oral Care segment, the company offers toothbrushes, toothpaste, tooth powders, mouthwashes, and other specialty products. Colgate’s Oral Care business also includes pharmaceutical products for dentists and other oral health professionals. In January 2020, the company launched the vegan-certified Smile for Good toothpaste in a recyclable tube.

Procter & Gamble

Procter & Gamble (US) is one of the prominent players in the oral care market. The company offers its oral care products under the Crest and Oral-B brands through its Health Care business segment. The company mainly focuses on organic growth strategies, such as product launches, to maintain its presence in the oral care market. For instance, in January 2021, Oral-B launched the Crest Gum and Sensitivity toothpaste.

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Drivers: technological advancements in oral care products

Product innovation has enabled the development of technologically advanced and easy-to-use oral care products such as electric toothbrushes, artificial intelligence-equipped (AI) toothbrushes, and vibrating toothbrushes. Technological innovation in toothbrushes is one of the key factors driving the growth of the market. Major players operating in the market have also launched interactive toothbrushes equipped with position detection and motion sensor technologies. These toothbrushes screen the oral cavity to provide real-time guidance for brushing and maintaining oral health.

The development of such innovative products enables users to track oral care habits and improve oral health. At-home teeth-whitening products have also advanced considerably in recent years. For instance, in May 2021, GLO Science (US) launched the GLO To Go Teeth Whitening Pen, a fast and effortless teeth whitening pen for home use, enhanced with plant-based antimicrobials.

Oral care market players have been taking advantage of these technological advancements by forming strategic partnerships to drive oral health awareness. These technological advances in oral care devices and care delivery in dental practice increase consumer engagement and compliance with oral hygiene practices, driving the growth of the market.

Opportunities: Growing awareness about oral hygiene

The rise in awareness of oral care can be attributed to dentists’ efforts and key players in the market. These stakeholders conduct various seminars and programmes to increase awareness of dental hygiene and demonstrate newly launched and technologically advanced products. This helps players promote their product portfolios and contribute to their corporate social responsibility (CSR) activities. For instance, Oral-B (Procter & Gamble) announced a $1 million initiative to donate oral care products and dental care to high-risk individuals through a partnership with Dental LifeLine Network (US) to improve oral hygiene practises and ensure better oral health outcomes.

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