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The mouthwash market size is projected to reach US$ 13.65 billion by 2031 from US$ 9.36 billion in 2024. The market is expected to register a CAGR of 5.6% during 2025–2031.
Mouthwash Market AnalysisInnovation of products, such as multifunctional and therapeutic preparations, such as teeth whitening and enamel protection, and the increased popularity of natural and organic ingredients, fuel market expansion. The market is fairly consolidated, with the top multinational corporations dominating the market with research investments and good distribution channels.
Mouthwash Market OverviewThe rising prevalence of dental problems such as cavities, gingivitis, and bad breath is the driving force behind the mouthwash market. The increasing health awareness prompts consumers to embrace the use of mouthwash that has been recommended by dental practitioners. New product formulations, such as natural, alcohol-free, fluoride-free, and herbal versions, are in response to the changing consumer demands of safer and multifunctional products. The growing e-commerce market contributes to the increase in the accessibility of the products, whereas social media and advertisements contribute to the rise in consumer interaction.
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Mouthwash Market: Strategic Insights
Market Size Value in US$ 5,980.35 Million in 2019 Market Size Value by US$ 9,272.13 Million by 2027 Growth rate CAGR of 5.7% from 2020-2027 Forecast Period 2020-2027 Base Year 2020
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Mouthwash Market Drivers and OpportunitiesCustomize Research To Suit Your Requirement
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Mouthwash Market: Strategic Insights
| Market Size Value in | US$ 5,980.35 Million in 2019 |
| Market Size Value by | US$ 9,272.13 Million by 2027 |
| Growth rate | CAGR of 5.7% from 2020-2027 |
| Forecast Period | 2020-2027 |
| Base Year | 2020 |
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Market Drivers:
- Rising awareness of consumers on oral hygiene and maintenance of dental health: The increase in knowledge leads to a rise in the use of mouthwash as a part of oral hygiene practices and cavity prevention.
- Increasing prevalence of dental issues: The rising incidences of gum diseases, plaque, and bad breath aggravate the use of mouthwash across the world.
- Creation of whitening and therapeutic multifunctional mouthwash: Innovations brings together cosmetic and health functions that appeal to consumers who want to enjoy the benefits of oral freshness and dental protection at the same time.
- Surging demand for natural and alcohol-free oral care formulations: Consumers want products with fewer risks, milder, with health-conscious and sensitivity issues, and are in favor of the development of herbal and fluoride mouthwash variants.
Market Opportunities:
- Innovating products that involve oral care in combination with other cosmetic advantages: Production of a mouthwash that enhances gums, whitens teeth, and freshens the mouth will appeal to the wider market that requires a multipurpose product.
- Tapping the untapped emerging markets where oral health awareness is on the rise: Informing developing regions on oral hygiene will result in new consumer adoption and an increase in total market volume.
- Growing popularity of herbal and organic mouthwash preparations: Natural ingredients trend creates potential for organic product lines that will attract health-conscious and environmental conscious consumers.
The mouthwash market is divided into different segments to give a clearer view of its growth potential and the latest trends. Below is the standard segmentation approach used in industry reports:
By Product Type:
- Cosmetic Mouthwash: There is an increasing consumer demand for teeth whitening, freshening the mouth, and appearance-enhancing oral care to boost confidence and looks.
- Therapeutic Mouthwash: Hydronic models distribute heat evenly and can be integrated with other central heating solutions, which would be attractive in places where there is a system of hot water and harsher climate conditions.
By Flavor:
- Original or Classic
- Mint
- Fresh Tea
- Herbs
- Fruits and Gums
- Others
By Indication:
- Mouth Ulcers
- Gingivitis
- Dry Mouth
- Bad Breath
- Toothache
- Receding Gums
- Whitening
- Cavity Prevention
- Others
By Category:
- Alcohol-Based
- Alcohol-Free
By Active Ingredient:
- Fluoride
- Chlorhexidine
- Essential Oils
- Others
By Distribution Channel:
- Supermarkets and Hypermarkets
- Specialty Stores
- Online Retail
- Others
By Geography:
- North America
- Europe
- Asia Pacific
- Middle East & Africa
- South & Central America
Market Report Scope
Mouthwash Market Share Analysis by GeographyWith increasing awareness regarding oral hygiene and a growing urban population, the mouthwash market in APAC has a strong foothold. Also, mouthwash providers in South & Central America and the Middle East and Africa have untapped opportunities to expand.
The mouthwash market growth differs in each region due to the rate of economic development, oral disease prevalence, and consumer preferences. Below is a summary of market share and trends by region:
1. North America
- Market Share: Holds a significant share of the global market
- Key Drivers:
- Consumers are spending a lot on oral care and high-quality products
- Effective dentist prescriptions that support the use of mouthwash
- Growing incidences of tooth ailments such as cavities and gingivitis
- Trends: Increased demand for natural, alcohol-free, and fluoride-free formulations
2. Europe
- Market Share: Substantial market share owing to the increasing consumer consciousness on oral health and hygiene
- Key Drivers:
- Rising age-related population with more oral health requirements
- Surging demand for premium, herbal, and organic mouthwash products
- Good dental care facilities and expert dental services.
- Trends: Increase in online stores and e-commerce
3. Asia Pacific
- Market Share: The fastest-growing region with an increasing market share annually
- Key Drivers:
- Blistering urbanization and the increasing disposable incomes
- Rising oral health awareness and preventive dental care
- Tendency to use herbal and traditional preparations of natural ingredients
- Trends: Move to non-chemical, alcohol-free, organic
4. Middle East and Africa
- Market Share: Growing market with steady progress
- Key Drivers:
- Increasing oral hygiene awareness through campaigns and social media
- Diversifying retail infrastructure and supermarket presence
- Trends: Expansion of premium products having increased oral care advantages
5. South and Central America
- Market Share: Smaller market share, growing at a rapid pace
- Key Drivers:
- Rising dental care awareness
- Soaring middle-class population, whereby the disposable income is increasing
- Trends: Marketability of multifunctional mouthwash products
High Market Density and Competition
Competition is intense due to the presence of established players such as 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.
This high level of competition urges companies to stand out by:
- Create natural and organic mouthwash products that focus on sustainability and fulfill the emerging consumer demand for products that are environmentally friendly.
- Be creative with special therapeutic components such as antibacterial agents and fluoride infusions to address the unique oral health demands and enhance the effectiveness of the products.
- Establish strategic alliances with online stores and retail stores to increase distribution channels and market coverage with a variety of differentiated products.
Opportunities and Strategic Moves
- Eco-friendly and biodegradable packaging alternatives should be diversified to minimize wastage.
- Print recyclable labels and packaging material locally to be sustainable.
- Cooperate with the key online retailers to boost the online sales potential.
- Include built-in authentication and anti-counterfeit measures for products.
- Install intelligent, automated computerized packaging and printing equipment.
- 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
- LG Household & Health Care Co Ltd
Disclaimer: The companies listed above are not ranked in any particular order.
Other companies analyzed during the course of research:- Johnson & Johnson Inc
- Reckitt
- Lion Corporation
- JNTL Consumer Health (India) Private Limited
- Uniray Life Sciences
- The Humble Co. AB
- Amway Corporation
- GlaxoSmithKline plc
- Caldwell Consumer Health, LLC
- Uncle Harry's Natural Products
- Colgate Total Sets a New Standard in Comprehensive Oral Care with the Launch of the Active Prevention System: Colgate-Palmolive launched the Colgate Total Active Prevention System, a revolutionary three-product system designed to empower consumers to take control of their oral health with a preventative solution. The system includes a reformulated toothpaste, a state-of-the-art toothbrush, and a mouthwash that work together to fight and reduce bacteria effectively.
- Corsodyl launched a brand-new Gum Strength & Protect line: Corsodyl launched a new Gum Strength & Protect line, featuring two toothpastes and a daily mouthwash, which are clinically proven to protect against gum problems. This range aims to meet the growing consumer demand for oral care solutions that help proactively manage gum health and prevent issues related to poor oral hygiene.
The "Mouthwash Market Size and Forecast (2021–2031)" report provides a detailed analysis of the market covering the following areas:
- Mouthwash market size and forecast at global, regional, and country levels for all market segments covered under the scope
- Mouthwash market trends, as well as market dynamics such as drivers, restraints, and key opportunities
- Detailed Porter's five forces analysis and SWOT analysis
- Mouthwash market analysis covering market trends, global and regional framework, major players, regulations, and recent market developments
- Industry landscape and competition analysis covering market concentration, heat map analysis, prominent players, and recent developments for the mouthwash market
- Detailed company profiles
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
Product Type , and Distribution Channel and Geography
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Saudi Arabia, South Africa, South Korea, Spain, United Arab Emirates, United Kingdom, United States
Frequently Asked Questions
The market size is projected to reach US$ 13.65 billion by 2031.
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 key players operating in the market.
The rise of probiotic and microbiome-friendly formulations globally, the mainstreaming of alcohol-free and sensitive formulations worldwide, and the integration of mouthwash into holistic health and wellness ecosystems are likely to emerge as key trends in the market in the future.
An aging population creating escalating oral healthcare necessity, heightened consumer awareness of systemic health interconnections, and rapid digital commerce expansion and direct consumer accessibility are major factors driving the growth of the market.
Asia Pacific dominated the market in 2024.
The List of Companies - Mouthwash Market
- KORADO
- Pitacs Limited
- Zadro Inc
- Stelrad Group plc
- Zehnder Group AG,
- ICO Bath
- VERNON Towel Warmers
- Mr. Steam
- Heatgene
- VOGUE (UK) LTD.
- WarmlyYours
- Artos
- Amba Products
- Limitless Digital Group
- Eskimo Design
- THG
- Pure Enrichment
- Tzumi
- Lusso
- Ecaros
- Myson
- LB Clothes Airer
- Wenzhou Faao Sanitary Ware
- Jiangxi Avonflow HVAC Tech
- Zhejiang Sunlight Heating
- Roewe Industrial
- Hammam Radiator
- Dimplex
- Bathvo
- Black Hotcabi
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published many reports and advised several clients across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organizations are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in the last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/Sales Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- 3.1 Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- 3.2 Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- 3.3 Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- 3.4 Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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