Oral Care Market Size, Share, Growth and Forecast to 2026

 


The Oral Care Market is projected to reach USD 54.9 billion by 2026, at a CAGR of 3.1%. Growth in the market is driven by the rising number of practicing dentists, the rising incidence of dental diseases, and technological advancements are the main 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 market's growth. Moreover, the adverse effects of teeth whitening products pose a major challenge to the growth of this market.

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Key Market Players

Koninklijke Philips N.V. (Netherlands), Colgate-Palmolive Company(US), GlaxoSmithKline plc (Ireland), Procter & Gamble (US), Johnson & Johnson (US), Unilever plc (UK), GC Corporation (Japan), Ultradent Products, Inc. (US), 3M Company (US), Lion Corporation (Japan), Hain Celestial Group (Jason Natural products, Inc.) (US), Church & Dwight Co, Inc (US), Supersmile(US), CloSYS (US), and Hawley & Hazel (BVI) Co. Ltd. (Hong Kong).

COVID-19 Impact on the Oral Care/Oral Hygiene Market

In 2020, the COVID-19 pandemic significantly impacted distribution channels and consumer behavior related to essential and non-essential goods, with similar trends seen in the oral hygiene and oral care market. In the first quarter (Q1) of 2020, as the COVID-19 pandemic started to accelerate, the initial trend of stockpiling mainly benefitted consumer stores as most customers were bulk purchasing from consumer stores before lockdown. However, according to the US Census Bureau of the Department of Commerce, overall retail sales in Q1 of 2020, of which consumer store sales form a major part, showed a 1.3% decrease from Q4 (last quarter) of 2019.

The most prominent impact of the COVID-19 imposed lockdown, social distancing, and quarantine measures have been the shift in consumer purchasing patterns from in-store to online. According to the US Census Bureau of the Department of Commerce, in the first quarter of 2020, US retail e-commerce sales increased by 14.5% compared to the first quarter of 2019. In contrast, total retail sales increased by only 2.8% in the same period. This trend can be expected to reflect in the oral care and oral hygiene market, as consumers will favor contactless purchasing even in the post lockdown era.

Sales of oral care products triggered due to visits to dental clinics/dental practices are expected to return to the pre-pandemic scenario by Q1 – Q2 2022.

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Oral Care Market Dynamics

Rising Incidence of dental diseases

Tooth decay (dental caries) and periodontal diseases (gum diseases) are the most widespread chronic diseases worldwide and constitute a major global public health challenge. A study conducted by the Centers for Disease Control and Prevention (CDC) in 2018 revealed that from 2015-2018 the total percentage of untreated dental caries was 13.2% (for ages between 5 and 14) and 25.9% (for ages between 20-44 years).The treatment of dental caries is expensive, accounting for around 5–10% of the total expenditure on healthcare borne by developed nations (Source: WHO).

According to the FDI World Dental Federation, the prevalence of dental caries is significantly higher in the younger population. The prevalence of dental caries in the 6-19 age group is as high as 60% to 80% in developed countries across North America and Europe.

Recent Developments:

·         In September 2021, GalaxoSmithKline plc (UK) launched Dr. BEST GreenClean toothbrush, the first carbon-neutral toothbrush, with a handle made from renewable cellulose.

·         In March 2021, Colgate-Palmolive and Philips entered into a long-term collaboration to bring oral care benefits of electric toothbrushes to Latin America. This can be achieved mainly through an exclusive portfolio of Philips Colgate, featuring various electric toothbrushes across a range of price points.

·         In April 2020, Hindustan Unilever Limited (HUL) merged with GlaxoSmithKline Consumer Healthcare Limited (India), with HUL responsible for distributing GSK’s Consumer Healthcare brands in India, including its leading oral healthcare brand, Sensodyne.

·         In April 2019, Unilever signed an agreement to buy the toothpaste brands Fluocaril and Parogencyl from Procter & Gamble. This will enable the company to lead the oral care market in France and Spain.

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