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Mouth Care Products: Latest Industry Statistics and Trends

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Global Oral Care Industry

The world oral care industry (within the OTC market) generated revenue of $13 billion in 2011. Markets and Markets estimates the market will record 6% yearly growth between 2011 and 2016. The oral care products industry encompasses a wide range of products, including endo, ortho and periodontic products, impression materials, cements, prostheses, alloys, bonding agents, biomaterials, disposables, restoratives and preventives.

An ageing global population is one of the main factors fuelling oral care market growth. Dental care practitioners market their products and services directly to the customer. Growing awareness as to the importance of oral hygiene and the ever-expanding range of new products available is driving demand for dental consumables. Dental tourism and growing demand for aesthetic dentistry are other factors fuelling market growth.


The global oral care market is witnessing great investment in research and development to support new technologies that boost efficiency and shorten dental procedure turnaround time. Markets and Markets highlights the importance of CAD/CAM technology in shortening the time it takes to design dental prostheses such as bridges and crowns. In addition, 3D imaging techniques are proving vital to patient diagnosis and efficient planning of procedures.

Emerging economies are promising growth areas for companies despite lack of consumer awareness as dental outfits are freer in their operations in these areas given that more lax regulatory restrictions grant them more room to launch new products. Oral care market growth will also benefit from increasing insurance coverage in developed nations and higher levels of income in emerging countries such as China and India.

Regional Market Share

Worldwide, the EU is the leading regional dental consumables market, with a large consumer base of affluent elderly people and strong market leader presence. The Americas have the largest market share, with many companies operating at an international level. Asia represents strong growth potential, with Thailand, South Korea, Singapore, Malaysia and China offering a growing middle class with rising income.

The US oral hygiene market is currently showing strong potential for high-end oral hygiene products such as electric toothbrushes, with the affluent wealth group representing close to 33% of overall market value. Canadean estimates that male customers represent just more than half of the oral hygiene market, which bodes well for premium product sales. The penetration rate of private label toothpaste is at close to 1% whereas the rate for private labels rises to 10% in dental floss, denture care and breath fresheners.

India’s oral care market is witnessing growing demand from various age groups, promising a wide consumer base for oral hygiene products, reports Canadean. The country’s oral hygiene market is being fuelled by strong demand for products that treat age-related dental issues in particular. Branded products dominate the market, with little room for private label products. Brand loyalty is strong, with only a few brands dominating each product category.

China’s oral hygiene product market is driven by demand from specific age groups. Spending is particularly high amongst pre-mid-lifers, kids, babies and early teen segments. Canadean estimates that the pre-mid-lifers category represents a fifth of the overall market in terms of value. Factors affecting the oral care market in China include urbanization and the nation’s one-child policy. Private labels represent more than 10% of the toothbrushes and replacement heads market, and are forecast to grow in the coming years.

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Parent industry: Personal Hygiene
Related industries: Body Care

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