Market Size of Mouthwash Industry
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 6.07 Billion |
| Market Size (2029) | USD 7.60 Billion |
| CAGR (2024 - 2029) | 4.56 % |
| Fastest Growing Market | Asia-Pacific |
| Largest Market | North America |
| Market Concentration | Low |
Major Players.webp){kind=logo}
*Disclaimer: Major Players sorted in no particular order |
Mouthwash Market Analysis
The Mouthwash Market size is estimated at USD 6.07 billion in 2024, and is expected to reach USD 7.60 billion by 2029, growing at a CAGR of 4.56% during the forecast period (2024-2029).
The Covid-19 pandemic has highlighted the importance of oral hygiene to prevent the spread of infectious diseases. Further, there was a significant surge in therapeutic mouthwash as independent research studies by different medical institutes and associations proved the effectiveness of mouthwash to reduce SARS-CoV-2 viral load in the oral cavity. For instance, the research study published in the journal Pathogens by Rutgers School of Dental Medicine shows that Listerine and the prescription mouthwash Chlorhexidine disrupted the coronavirus under laboratory conditions.
The growth of the mouthwash market is majorly attributed to the rising consumer preference for advanced oral care products to address complex oral conditions such as periodontal disease, oral mucositis, halitosis, gingivitis, and xerostomia among others. Further, modern consumers want full ingredient transparency in the overall personal care products including mouthwash, which in turn drives the demand for clean-label and free-from mouthwash products. For instance, USDA-Certified Organic mouthwash is widely preferred among eco-conscious consumers of North America. Some of the brands in the organic mouthwash segment include Miessence, Dental Herb Company, Nature's Brands, and Dr.Brite. among others.
In the long term, demand for therapeutic mouthwash is anticipated to register a significant surge across the Asia Pacific region owing to the rising inclination toward professional dental care services to treat dental problems including cracked teeth, chipped teeth, and hypodontia, among others. For instance, The National Oral Health Epidemiological Investigation in China has been conducting surveys regarding the oral care of the population. It revealed that a major population of the country is suffering from oral problems. This has resulted in a shift in the choices of oral care products among consumers, as they have started moving from the economic options to dentists' recommended alternatives.
Mouthwash Industry Segmentation
Mouthwash is an antibacterial liquid solution used for oral hygiene in terms of cleaning and rinsing the mouth, gums, and teeth. Antibacterial mouthwash provides long-lasting freshness and complete protection. Along with that, it prevents periodontitis, gingival bleeding, and bad breath with the medicated ingredients present in it that penetrate every corner of the mouth.
The global mouthwash market is segmented by type, distribution channel, and geography. By type, the market is segmented into conventional and therapeutic. Based on the distribution channel, the market studied is segmented into supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. It provides an analysis of emerging and established economies across the world, comprising North America, Europe, South America, Asia-Pacific, the Middle East, and Africa.
For each segment, the market sizing and forecasts have been done on the basis of value (USD).
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| Conventional | |
| Therapeutic |
| Distribution Channel | |
| Supermarkets/Hypermarkets | |
| Pharmacies/Drug Stores | |
| Online Retail Stores | |
| Other Distribution Channels |
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Mouthwash Market Size Summary
The mouthwash market is poised for significant growth, driven by increasing consumer awareness of oral hygiene and the effectiveness of mouthwash in reducing viral loads, as highlighted during the Covid-19 pandemic. The demand for advanced oral care products is rising, with consumers seeking solutions for complex oral conditions such as periodontal disease and halitosis. This trend is further fueled by a preference for clean-label products, with organic and herbal mouthwashes gaining popularity among eco-conscious consumers. The market is also witnessing a shift towards therapeutic mouthwash, particularly in regions like Asia Pacific, where there is a growing inclination towards professional dental care services. This shift is influenced by the rising prevalence of dental disorders and the increasing consumer preference for dentist-recommended oral care products.
In North America, the mouthwash market is expanding rapidly due to the convenience and effectiveness of these products in addressing dental issues and enhancing oral hygiene. The young population's concern for physical appearance and the demand for aesthetic dental procedures are contributing to this growth. The market is characterized by intense competition, with major players like Colgate-Palmolive, Johnson & Johnson, and Procter & Gamble focusing on product innovation and strategic partnerships to maintain their market leadership. The introduction of sustainable and naturally healthy products, such as Colgate's refill pouch, reflects the industry's commitment to environmental sustainability and consumer health. As the market continues to evolve, companies are leveraging mergers, acquisitions, and new product launches to strengthen their global presence and cater to diverse consumer segments.
Mouthwash Market Size - Table of Contents
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1. MARKET DYNAMICS
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1.1 Market Drivers
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1.1.1 Evolving Consumer Perception Toward Oral Hygiene Routines
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1.1.2 Increased Focus on Marketing Activities & Distribution Network
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1.2 Market Restraints
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1.2.1 Adverse Effects of Synthetic Chemicals Used in Mouth Washes
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1.3 Porter's Five Forces Analysis
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1.3.1 Threat of New Entrants
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1.3.2 Bargaining Power of Buyers/Consumers
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1.3.3 Bargaining Power of Suppliers
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1.3.4 Threat of Substitute Products
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1.3.5 Intensity of Competitive Rivalry
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2. MARKET SEGMENTATION
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2.1 Type
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2.1.1 Conventional
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2.1.2 Therapeutic
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2.2 Distribution Channel
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2.2.1 Supermarkets/Hypermarkets
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2.2.2 Pharmacies/Drug Stores
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2.2.3 Online Retail Stores
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2.2.4 Other Distribution Channels
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2.3 Geography
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2.3.1 North America
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2.3.1.1 United States
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2.3.1.2 Canada
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2.3.1.3 Mexico
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2.3.1.4 Rest of North America
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2.3.2 Europe
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2.3.2.1 Germany
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2.3.2.2 United Kingdom
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2.3.2.3 France
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2.3.2.4 Italy
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2.3.2.5 Spain
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2.3.2.6 Russia
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2.3.2.7 Rest of Europe
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2.3.3 Asia Pacific
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2.3.3.1 China
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2.3.3.2 Japan
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2.3.3.3 India
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2.3.3.4 Australia
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2.3.3.5 Rest of Asia Pacific
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2.3.4 South America
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2.3.4.1 Brazil
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2.3.4.2 Argentina
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2.3.4.3 Colombia
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2.3.4.4 Rest of South America
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2.3.5 Middle East & Africa
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2.3.5.1 Saudi Arabia
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2.3.5.2 United Arab Emirates
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2.3.5.3 South Africa
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2.3.5.4 Rest of Middle East & Africa
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Mouthwash Market Size FAQs
How big is the Mouthwash Market?
The Mouthwash Market size is expected to reach USD 6.07 billion in 2024 and grow at a CAGR of 4.56% to reach USD 7.60 billion by 2029.
What is the current Mouthwash Market size?
In 2024, the Mouthwash Market size is expected to reach USD 6.07 billion.
