Toothpaste Market Size - Industry Report on Share, Growth Trends & Forecasts Analysis (2025 - 2030)

the Report Covers Global Toothpaste Market Share by Brand and is Segmented by Product Type (Bicarbonate of Soda Toothpaste, Standard Toothpaste, Herbal Toothpaste, and Cosmetic Toothpaste), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). the Report Offers the Size and Forecast of the Toothpaste Market in Value (USD Million) for all the Above Segments.

Toothpaste Market Size - Industry Report on Share, Growth Trends & Forecasts Analysis (2025 - 2030)

Toothpaste Market Size

Toothpaste Market Summary
Study Period 2019 - 2030
Market Size (2025) USD 37.26 Billion
Market Size (2030) USD 54.87 Billion
CAGR (2025 - 2030) 8.05 %
Fastest Growing Market South America
Largest Market Asia-Pacific
Market Concentration Low

Major Players

Toothpaste Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Toothpaste Market with other markets in Consumer Goods and Services Industry

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Toothpaste Market Analysis

The Toothpaste Market size is estimated at USD 37.26 billion in 2025, and is expected to reach USD 54.87 billion by 2030, at a CAGR of 8.05% during the forecast period (2025-2030).

On a short note, increasing dental problems among children and adults due to poor eating habits i.e exposure to fluoride and frequent consumption of sugar-filled or sugar-contained food gradually deteriorate the consumer's tooth health, leading to severe oral health issues like cavities/decay and more. Additionally, the habit of chewing tobacco and consumption of alcohol lead to oral diseases. This prevalence of multiple diseases among consumers worldwide propelled the usage of toothpaste.

Additionally, the rise in oral health consciousness encouraged consumers to use quality oral care products and has helped vendors introduce oral hygiene product categories, like teeth-whitening products. Additionally, consumers worldwide have begun practicing preventive measures due to the increased spending on dental care, which has raised the need for efficient oral care products like tooth whitening toothpaste, medicinal,  ayurvedic toothpaste, and more. For instance, the total household spending on dental services in the United Kingdom has increased considerably in 2021 with GBP 2,201 million when compared to GBP 1,727 million in 2020.

Toothpaste Industry Overview

The toothpaste market is competitive, with a majority of the share held by Colgate-Palmolive, Procter & Gamble, Unilever, Lion Corporation, and GlaxoSmithKline PLC. However, the market studied comprises many regional players too. The leading players in the toothpaste market enjoy a dominant presence globally. These players are focusing on leveraging opportunities posed by the emerging markets to expand their product portfolio and cater to the requirements for various applications, especially sensitivity or pain relief. However, advanced distribution networks and manufacturing expertise give an upper edge to manufacturers to expand their range of products across the world.

Toothpaste Market Leaders

  1. Lion Corporation

  2. GlaxoSmithKline PLC

  3. Unilever PLC

  4. Procter & Gamble Company

  5. Colgate-Palmolive Company

  6. *Disclaimer: Major Players sorted in no particular order
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Toothpaste Market News

  • In April 2022, Proctor and Gamble company launched its new toothpaste products in the market through the Crest brand. "Crest ProHealth Densify" assists in rebuilding tooth density and provides overall protection from germs. The product is offered in 4.1 oz (116g) packing and provides double enamel protection as per the company's claim.
  • In March 2022, Colgate Palmolive launched its new toothpaste product "Colgate Visible White O2" on a campaign called Smile Out Loud. The product is retailed in India and the company claims the product assists in retaining whitening teeth and provides germ protection to the teeth.
  • In March 2022, the Alacer unit of GlaxoSmithKline company launched its new toothpaste brand Natean in the United States. The products are retailed across Walmart supermarkets. The company claims the product to be vegan-friendly and free from sodium lauryl sulfate, artificial sweeteners, flavors, and dyes.

Toothpaste Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 Product Type
    • 5.1.1 Standard Toothpaste
    • 5.1.2 Functional/Medicated Toothpaste
  • 5.2 Category
    • 5.2.1 Conventional
    • 5.2.2 Free-From
  • 5.3 End User
    • 5.3.1 Kids
    • 5.3.2 Adults
  • 5.4 Distribution Channel
    • 5.4.1 Supermarkets/Hypermarkets
    • 5.4.2 Convenience/Grocery Stores
    • 5.4.3 Pharmacies/Drug Stores
    • 5.4.4 Online Retail Stores
    • 5.4.5 Other Distribution Channels
  • 5.5 Geography
    • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
    • 5.5.1.4 Rest of North America
    • 5.5.2 Europe
    • 5.5.2.1 United Kingdom
    • 5.5.2.2 Germany
    • 5.5.2.3 Spain
    • 5.5.2.4 France
    • 5.5.2.5 Italy
    • 5.5.2.6 Russia
    • 5.5.2.7 Rest of Europe
    • 5.5.3 Asia-Pacific
    • 5.5.3.1 China
    • 5.5.3.2 Japan
    • 5.5.3.3 India
    • 5.5.3.4 Australia
    • 5.5.3.5 Rest of Asia-Pacific
    • 5.5.4 South America
    • 5.5.4.1 Brazil
    • 5.5.4.2 Argentina
    • 5.5.4.3 Rest of South America
    • 5.5.5 Middle-East and Africa
    • 5.5.5.1 United Arab Emirates
    • 5.5.5.2 South Africa
    • 5.5.5.3 Rest of Middle-East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategies Adopted by the Leading Players
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 Procter & Gamble Company
    • 6.3.2 Unilever PLC
    • 6.3.3 Colgate-Palmolive Company
    • 6.3.4 Glaxosmithkline PLC
    • 6.3.5 Lion Corporation
    • 6.3.6 Dabur India Limited
    • 6.3.7 Church & Dwight Co. Inc.
    • 6.3.8 Sunstar Suisse SA
    • 6.3.9 Henkel AG & Co. KGaA
    • 6.3.10 Science Arts Co Pte Ltd (Yunnan Baiyao)
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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Toothpaste Industry Segmentation

Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. The global toothpaste market is segmented into product type, category, end user, distribution channel, and geography. By product type, the market is segmented into standard toothpaste and functional/medicated toothpaste. By category, the market is segmented into conventional and free-from. By end user, the market is segmented into kids and adults. In terms of distribution channels, the market is segmented into supermarkets/hypermarkets, convenience/grocery stores, pharmacies/drug stores, online retail stores, and other distribution channels. The report's study covers the global analysis of the major regions, such as North America, Europe, Asia-Pacific, South America, and Middle East, and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Product Type Standard Toothpaste
Functional/Medicated Toothpaste
Category Conventional
Free-From
End User Kids
Adults
Distribution Channel Supermarkets/Hypermarkets
Convenience/Grocery Stores
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels
Geography North America United States
Canada
Mexico
Rest of North America
Europe United Kingdom
Germany
Spain
France
Italy
Russia
Rest of Europe
Asia-Pacific China
Japan
India
Australia
Rest of Asia-Pacific
South America Brazil
Argentina
Rest of South America
Middle-East and Africa United Arab Emirates
South Africa
Rest of Middle-East and Africa
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Toothpaste Market Research FAQs

How big is the Toothpaste Market?

The Toothpaste Market size is expected to reach USD 37.26 billion in 2025 and grow at a CAGR of 8.05% to reach USD 54.87 billion by 2030.

What is the current Toothpaste Market size?

In 2025, the Toothpaste Market size is expected to reach USD 37.26 billion.

Who are the key players in Toothpaste Market?

Lion Corporation, GlaxoSmithKline PLC, Unilever PLC, Procter & Gamble Company and Colgate-Palmolive Company are the major companies operating in the Toothpaste Market.

Which is the fastest growing region in Toothpaste Market?

South America is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Toothpaste Market?

In 2025, the Asia-Pacific accounts for the largest market share in Toothpaste Market.

What years does this Toothpaste Market cover, and what was the market size in 2024?

In 2024, the Toothpaste Market size was estimated at USD 34.26 billion. The report covers the Toothpaste Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Toothpaste Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Toothpaste Industry Report

The global toothpaste market is experiencing significant growth, driven by increased awareness of oral health and advancements in product development. Consumers are increasingly seeking toothpaste products that offer benefits such as whitening, sensitivity relief, and gum care. This trend is particularly pronounced in emerging economies where disposable incomes are rising. The market segmentation includes product types such as bicarbonate of soda toothpaste, standard toothpaste, herbal toothpaste, and cosmetic toothpaste.

Store-based distribution channels dominate the market, which is segmented into supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels. The market size and forecast trends indicate a growing preference for natural and organic formulations, free from harmful chemicals and featuring plant-based ingredients, reflecting a broader health consciousness and environmental concern.

Technological advancements have led to innovative formulations, including microbeads for better plaque removal and nanotechnology for enamel repair. Additionally, there is a growing demand for children's toothpaste. The market analysis reveals a shift towards more natural oral care solutions, driven by targeted marketing and advertising strategies.

The industry analysis provided by Mordor Intelligence™ offers a comprehensive industry overview, including market share, market size, and market trends. The report example and report pdf provide detailed insights into industry statistics, market data, and market segmentation. The industry reports highlight the market leaders and provide a market outlook with market predictions and market review.

The industry's growth rate is supported by industry research and industry sales data, which underscore the industry's size and market value. The market forecast and market growth are indicative of a dynamic market landscape. The industry outlook and market overview emphasize the importance of understanding market trends and market segmentation to stay competitive in the global market.