Middle East & Africa Oral Care Market - Growth, Trends, and Forecast (2019 - 2024)

The Middle East & Africa Oral Care Market is segmented by Product Type (Breath Fresheners, Dental Floss, Denture Care, Mouthwashes and Rinses, Toothbrushes and Replacements, and Toothpastes), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels), and Geography.

Market Snapshot

Study Period:


Base Year:


CAGR (2019-2024):


Largest Segment:


Key Players:

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Market Overview

The Middle East & African oral care market is estimated to be valued at USD 2.1 billion by 2024, registering a CAGR of 9.78% during the forecast period (2019 - 2024).

  • Increased consumer preference for toothpastes, such as Meswak (which is made from the extracts of the arak tree), due to regional beliefs, has fueled the toothpastes segment of the market. Consumers, during Hujj and in the holy month of Ramadan, are allowed to use Meswak. Meanwhile, rising purchasing power, convenience, and health awareness among consumers are continuing to drive the sales of mouthwashes.
  • Increase in tooth decay problems among children in South Africa has raised oral hygiene as a major concern among parents. In South Africa, about 80% of the children under the age of six, face tooth decay problems, due to poor eating habits.

Scope of the Report

The report covers a range of products available in the market, including breath fresheners, dental floss, denture care, mouthwashes and rinses, toothbrushes and replacements, and toothpastes. Additionally, it covers the various channels, such as supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels, through which, the products are distributed. The study also covers the market analysis of major countries, such as Saudi Arabia and South Africa, in Middle East & Africa.

Product Type
Breath Fresheners
Dental Floss
Denture Care
Mouthwashes and Rinses
Toothbrushes and Replacements
Distribution Channel
Convenience Stores
Pharmacies and Drug Stores
Online Retail Stores
Other Distribution Channels
Middle East & Africa
South Africa
Saudi Arabia
Rest of Middle East & Africa

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Key Market Trends

Rising Demand for Organic Products

Rapid urbanization, improved purchasing power, and increased promotions of naturally sourced products have been boosting the awareness about the benefits associated with organic personal care products, including oral care products, in countries, such as Saudi Arabia, United Arab Emirates, and South Africa. As a result, consumers in these countries are increasingly preferring products with altered chemical content and added natural ingredients, leading to a rise in the consumption of organic oral care products.


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Saudi Arabia Dominates the Market

The lack of oral healthcare awareness in Saudi Arabia is a major issue among consumers in the country, especially among children. In Saudi Arabia, the occurrence of dental caries among children was observed to be ranging from medium to high, as specified in the World Oral Health Report. The oral care market is expected to observe an immense growth in Saudi Arabia, owing to an increase in the per capita income and the overall increase in dental care spending. Consumers’ preference to look good and have white teeth are driving the oral care market in Saudi Arabia.


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Competitive Landscape

The market is consolidated, with the presence of global players, such as Procter & Gamble, Colgate-Palmolive Company, and Unilever. Foreign companies dominate the GCC and African regions, owing to the weak prevalence of local manufacturers in the region. Moreover, leading brands, like Colgate (except Max Fresh), Sensodyne, Arm & Hammer, and Aquafresh, manufacture halal toothpastes, in order to address the demand of the Muslim population. 

Major Players

  1. Procter & Gamble
  2. Colgate-Palmolive Company
  3. Unilever PLC
  4. GlaxoSmithKline PLC
  5. Henkel AG & Co. KGaA

* Complete list of players covered available in the table of contents below


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Breath Fresheners

      2. 5.1.2 Dental Floss

      3. 5.1.3 Denture Care

      4. 5.1.4 Mouthwashes and Rinses

      5. 5.1.5 Toothbrushes and Replacements

      6. 5.1.6 Toothpastes

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Pharmacies and Drug Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 Middle East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Procter & Gamble Co.

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Colgate-Palmolive Company

      4. 6.4.4 LG Corporation

      5. 6.4.5 GlaxoSmithKline PLC

      6. 6.4.6 Sunstar Suisse SA

      7. 6.4.7 Lion Corporation

      8. 6.4.8 Henkel AG & Co. KGaA

    5. *List Not Exhaustive

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