D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Oral care market - statistics & facts
Oral care is one of the most profitable segments in the personal care market: toothpaste, mouthwash, and toothbrushes, along with other similar products, are essential items and parts of consumers' daily routines.
With the exception of 2020, the oral care market revenue has increased worldwide in recent years and, according to forecasts, is expected to keep growing in the future. As of 2022, the revenue amounted to almost 49 billion U.S. dollars. This was an average per capita revenue of 6.37 U.S. dollars.
That same year, among all leading countries in the market, revenues were by far the highest in the United States. By comparison, the Chinese oral care market came in second place, reaching some 5.7 billion U.S. dollars in revenue.
Toothpaste in the United States
Approximately 124 million American consumers use toothpaste twice a day: toothpaste is by far the most popular oral care product type, generating over 3.7 billion U.S. dollars in sales in the United States alone as of 2022. Unit sales of toothpaste amounted to nearly 771 million that year. In 2021, Procter & Gamble was the leading U.S. toothpaste vendor with sales of over one billion U.S. dollars. Sales of the top five vendors of toothpaste reached around three billion U.S. dollars in that year. Other major players were Colgate-Palmolive, GlaxoSmithKline, and Church & Dwight.Leading companies worldwide
The global company Procter & Gamble (P&G) manufactures and sells consumer goods across multiple product segments. P&G is one of the world's leading companies in the oral care segment with its brand Oral-B. In 2022, the company’s global net sales amounted to more than 80 billion U.S. dollars. The consumer products company Colgate-Palmolive can be seen as one of the largest competitors for P&G. It operates in the oral, personal and home care segment, and in the pet nutrition segment as well. In 2022, the net sales generated worldwide by Colgate-Palmolive reached 17.97 billion U.S. dollars, of which almost 14.3 million U.S. dollars was generated within the oral, personal and home care segment.
