Mouthwash Market is expected to reach US$ 13.65 Billion by 2031

Rising Global Awareness of Holistic Oral Health Practices Drives Mouthwash Market Growth

According to our latest study on "Mouthwash Market Forecast to 2031, Global and Regional Growth Opportunity Analysis – by Product Type, Flavor, Indication, Category, Active Ingredient, and Distribution Channel," the market was valued at US$ 9.36 billion in 2024 and is expected to reach US$ 13.65 billion by 2031; it is estimated to register a CAGR of 5.6% during 2025–2031. The report highlights factors contributing to the mouthwash market size and prominent players, along with their developments in the market.

Consumers are now considering oral care as a component of general wellness, connecting the health of the gums, fresh breath, and microbiome balance with health outcomes. This trend increases the need for multifunctional mouthwashes that extend beyond the ability to protect cavities to include antibacterial, sensitivity-relieving, whitening, natural/herbal, and alcohol-free products. Increasing preventive healthcare attitudes, social media awareness, and dental practitioner suggestions are promoting the use of mouthwash with the brush, floss, and mouthwash. With the growing popularity of wellness-oriented lifestyles in the emerging markets, the premium and specialized mouth rinses are on the rise, enhancing volume and value-based increases, driving the mouthwash market growth.

Mouthwash Market Breakdown – by Region

The mouthwash market analysis has been performed by considering the following segments: product type, flavor, indication, category, active ingredient, and distribution channel. By product type, the market is bifurcated into cosmetic and therapeutic. The therapeutic segment accounted for the largest mouthwash market share in 2024. Therapeutic mouthwashes overcome specific oral conditions- gingivitis, periodontitis, halitosis, and tooth sensitivity- using clinically proven active ingredients such as chlorhexidine, cetylpyridinium chloride, and fluoride. Medical practitioners actively prescribe these products as part of a specific treatment, which compels consumers to trust and buy them. Increasing rates of gum diseases, dental caries, and age-related oral issues in the world propel the demand that the therapeutic segment can address. Besides, therapeutic formulations are priced highly as opposed to cosmetic versions, which appeal to manufacturers in this market.

The mouthwash market trends include the rise of probiotic and microbiome-friendly formulations globally, mainstreaming of alcohol-free and sensitive formulations worldwide, and integration of mouthwash into holistic health and wellness ecosystems. People are becoming more aware of the fact that oral bioecological stability is the key to long-term dental and systemic health, and the emphasis is no longer on the use of aggressive antimicrobial methods but on the promotion of the growth of beneficial microorganisms. Lactobacillus and other useful strains in probiotic mouthwashes are used in the natural restoration of the oral ecosystem and in preventing the growth of pathogenic strains. The evidence of scientific studies confirming a correlation between microbiomes and oral health is the force behind consumer demand and innovation among manufacturers. These recipes attract health-aware consumers who want healthy, sustainable products instead of products with a high content of chemicals.

Asia Pacific dominated the mouthwash market share in terms of revenue in 2024. The demand is drastically accelerated by the growing numbers of the middle-class population in cities, the surging availability of dental insurance, and social media impacting the promotion of oral health habits. In China, tier-2 cities in China are rapidly urbanizing, and in India, schools are implementing oral health programs that are spreading awareness to younger generations.

Colgate Palmolive Co, Kenvue Inc, The Procter & Gamble Co, Haleon Plc, Unilever Plc, Sunstar Suisse S.A., Kao Corp, Church & Dwight Co Inc, Himalaya Wellness Co, and LG Household & Health Care Co Ltd are among the prominent players profiled in the mouthwash market report. These players are focusing on providing high-quality products to fulfill customer demand. They are adopting strategies such as product launches, capacity expansions, partnerships, and collaborations to stay competitive in the market. 

In terms of product type, the market is bifurcated into cosmetic and therapeutic. Based on flavor, the market is segmented into original or classic, mint, fresh tea, herbs, fruits and gums, and others. In terms of indication, the mouthwash market is categorized into mouth ulcers, gingivitis, dry mouth, bad breath, toothache, receding gums, whitening, cavity prevention, and others. By category, the mouthwash market is divided into alcohol-based and alcohol-free. By active ingredient, the mouthwash market is classified into fluoride, chlorhexidine, essential oils, and others. In terms of distribution channel, the mouthwash market is categorized into supermarkets and hypermarkets, specialty stores, online retail, and others.

The geographical scope of the mouthwash market report focuses on North America, Europe, Asia Pacific, the Middle East & Africa, and South & Central America. The market in North America is segmented into the US, Canada, and Mexico. The market in Europe is categorized into Germany, France, Italy, the UK, Spain, and the Rest of Europe. The market in Asia Pacific is divided into Australia, China, India, Japan, South Korea, and the Rest of Asia Pacific. The mouthwash market in MEA is classified into South Africa, Saudi Arabia, the UAE, and the Rest of Middle East & Africa. The market in South & Central America is segmented into Brazil, Argentina, and the Rest of South & Central America.

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