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Oral Care

US Oral Care Market Report 2025

US Oral Care Market Report 2025

Market Intelligence Reports Oral Care US

US Oral Care Market Analysis

The US Oral Care Market in 2025 has seen modest growth from the previous year, with steady recovery after pandemic disruptions. Forecasts for the years ahead suggest further growth, driven by consumer demand for innovation, wellness integration, and ingredient transparency, though growth will vary across segments.

US Oral Care Market Trends

Younger generations are increasingly incorporating oral care into their beauty routines, seeking products that offer both health and wellness benefits influencing the Oral Care Market Share.

While cavity prevention remains essential, premium products supporting the oral microbiome and holistic health are gaining traction in the Oral Care Market Size.

Flavor innovations are popular, but familiar flavors still dominate, especially among older consumers.

Ingredient transparency is a growing priority, with consumers seeking fluoride-free, organic, and ethically produced options, while focusing on long-term health benefits.

About The Report

The US Oral Care Market Report provides valuable insights into the Oral Care Market in the US, highlighting key trends, consumer behaviors, and market dynamics for 2025. It covers areas such as market performance, consumer preferences, product usage, ingredient transparency, and the growing intersection of oral care with beauty and wellness. The Oral Care Market Report also examines economic factors, shifting attitudes toward oral care, and emerging opportunities across various segments, including toothpaste, mouthwash, dental accessories, and more. Brands, manufacturers, retailers, and marketers within the oral care and wellness sectors will benefit from this report, gaining a deeper understanding of evolving consumer needs, emerging trends, and strategic growth opportunities within the US Oral Care Market.

Key Topics Analyzed in the Report

Usage of different types of oral care products and usage habits
Toothpaste purchase factors
Shifts in oral care shopping and routines
Attitudes toward oral care and the oral microbiome
Attitudes toward trust and safety of products
Attitudes toward fluoride
Oral care sales and market share trends
Trends in oral care innovation

Report Attributes	Details
Published Date	August 2025
Data Range	2019 – 2030
Measurement Metrics	Revenue in US $
Country Focus	United States of America (USA)
Consumer Data	2,000 internet users aged 18+, January 2024 to March 2025
Number of Pages	72
Market Segmentation	Toothpaste, Mouthwash, Manual Toothbrush, Electric Toothbrush, Floss Picks, Thread Floss, Water Flosser, Whitening Strips/Kits, Teeth Whitening Pen, Dentist-Made Mouth Guard, OTC Mouth Guard, Ultrasonic Teeth Cleaner.
Leading Companies	Procter & Gamble, Colgate-Palmolive, Haleon, Church & Dwight, Kenvue, Philips Sonicare, WaterPik, Tom’s of Maine, Blistex, Perrigo, Sunstar Americas, Hismile, TheraBreath.

Meet the Expert Behind the Analysis

This report was written by Rebecca Watters. Rebecca joined Mintel in 2015, bringing experience from the non-profit health sector. As Associate Director, she focuses on household, health, and wellness industries, offering strategic insights on consumer trends, market trends and product development. She collaborates with clients to identify key trends and plan for future market needs.

The road to greener mobility hinges on balancing hybrid practicality with EV innovation, as affordability and infrastructure shape the future of the industry.

Rebecca Watters

Associate Director, Household & Health

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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Flavor exploration: familiarity with a twist
- Graph 1: toothpaste purchase factors – flavor, among Gen Z, 2025
- Address ingredient concerns
- Graph 2: select attitudes toward safety, 2025
- Embrace a holistic, integrative approach for a singular issue
- Graph 3: select attitudes toward oral care, 2025
MARKET DYNAMICS
- Economic factors
- Market drivers
- Tariffs will have widespread impact on oral care industry
- Concerns over elevated prices weigh on consumers, pulling down spending
- Graph 4: household spending on oral care, 2024-25
- Graph 5: top consumer concerns, 2024-25
- Policy shifts in fluoride will significantly impact the industry
- Market size and forecast
- Oral care settles back into its slow growth pattern
- Retail sales and forecast of oral care
- Graph 6: [no title]
- Retail sales and forecast of oral care
- Retail sales and forecast of oral care, at inflation-adjusted prices
- Market segmentation
- After disruption, segments return to long-term trends
- Retail sales of oral care, by segment
- Graph 7: total retail sales of oral care products, by segment, at current prices, 2019-25
- Retail sales of oral care, by segment
- Market share/brand share
- P&G maintains lead as smaller competitors gain momentum
- Sales of oral health products, by company
- Sales and share of toothbrushes
- Legacy names lead, but smaller players make inroads in toothpaste
- Sales and share of toothpaste
- Sales and share of mouthwash
- Sales and share of floss and dental accessories/tools
- Sales and share of teeth whiteners
- Sales and share of oral pain relief products
CONSUMER INSIGHTS
- Consumer fast facts
- Oral care product usage and frequency of use
- Multi-product oral health routines remain universal
- Graph 8: oral care product usage – trended, 2023-25
- Tap into multistep routines to expand beyond hygiene
- Graph 9: frequency of oral care product usage, 2025
- Weave “cycling” and “layering” BPC trends into oral care for a diversified approach
- Graph 10: repertoire of oral care products, by gender and age, 2025
- Time spent on oral care routine
- Average oral care routine spans 12 mins per day
- Graph 11: average minutes per day spent on oral care routine, 2025
- Graph 12: time spent on oral care routine, by AM and PM routines, 2025
- Personalized support to fit into existing routines
- Graph 13: total average time spent on oral care routine per day (morning and night), by gender and generation, 2025
- Connect with the skinification of oral care to expand product regiments
- Graph 14: time spend on oral care – morning & evening, by repertoire of oral care products, 2025
- Toothpaste purchase factors
- Prevention drives toothpaste purchases
- Graph 15: toothpaste purchase factors, 2025
- Flavor preferences underpin a need for variety
- Graph 16: toothpaste purchase factors – flavor, by generation, 2025
- Graph 17: toothpaste purchase factors – flavor, trended, 2024-25
- Mainstream brands should proceed cautiously with flavor innovation
- Graph 18: toothpaste purchase factors – familiar brand, by flavor preferences, 2025
- Find success in innovation that balances creativity with cost accessibility
- Encourage trial and exploration with bundles and sample sets
- Call out products’ ingredients more prominently to attract parents
- Graph 19: select toothpaste purchase factors, by parental status, 2025
- Shifts in oral care shopping and routine behavior
- Despite financial pressures and price increases, essential nature prevents trading down behavior
- Graph 20: shifts in oral care shopping and routine behavior, 2025
- Graph 21: select shifts in oral care shopping and routine behavior, among those conscious of price increases, 2024
- Younger generations, parents more attuned to ingredients
- Graph 22: select shifts in oral care shopping and routine behavior, by generation and parental status, 2025
- Attitudes toward oral care
- Young women most willing to invest in oral care
- Graph 23: select attitudes toward oral care, by gender and age, 2025
- Justify premium price with  added health benefits
- Graph 24: premium interests, by select attitudes toward oral care, 2025
- Embrace the merging of oral care, wellness and beauty
- Graph 25: select attitudes toward oral care, by repertoire of oral care products, 2025
- Weave oral care into hormone health
- Oral care shifts toward intention over quick fixes
- A gap in education among younger generations
- Graph 26: oral care knowledge, by generation, 2025
- Help guide parents with tailored offerings for children
- Graph 27: knowledge of oral care needs, by age of children, 2025
- Attitudes toward trust and safety
- Address safety concerns
- Be proactive in safety messaging
- Graph 28: attitudes toward trust and safety, by generation, 2025
- Address ingredient concerns for parents
- Graph 29: select attitudes toward trust and safety, by parental status, 2025
- Keep transparency and ingredient safety at the forefront of innovation
- Attitudes toward fluoride
- The fluoride divide
- Graph 30: attitudes toward fluoride, 2025
- Fluoride could see new value
- Address information gaps among younger adults
- Graph 31: select attitudes toward fluoride, by age, 2025
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Dental care edges its way into the beauty industry
- Oral perfume: the next trendy oral care accessory
- Design oral care to support the GLP-1 user
- Tongue health will gain more prominence
- The fluoride divide fuels NPD
- Emergence of alternatives must be met with education
- AI can revolutionize the approach to oral health
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
APPENDIX – MARKET
- Household spending on oral care flattens in 2025
- Retail sales of oral care products, by channel
- Retail sales and forecast of oral pain relief products
- Retail sales and forecast of teeth whiteners
- Retail sales and forecast of teeth whiteners, at inflation-adjusted prices
- Retail sales and forecast of mouthwash
- Retail sales and forecast of mouthwash, at inflation-adjusted prices
- Retail sales and forecast of floss and dental accessories/tools
- Retail sales and forecast of floss and dental accessories/tools, at inflation-adjusted prices
- Retail sales and forecast of toothpaste
- Retail sales and forecast of toothpaste, at inflation-adjusted prices
- Total retail sales and forecast of toothbrushes
- Retail sales and forecast of toothbrushes, at inflation-adjusted prices
- Retail sales of oral care, by segment, 2023 and 2025
- Sales and share of denture products

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