US Oral Health Market Report 2022
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This report provides comprehensive and current information and analysis of the Oral Health market including oral health care market size, anticipated market forecast, relevant oral health market research segmentation, and industry trends for the Oral Health market in the US.
Current oral hygiene market landscape
US retail sales of oral health products have grown 21% from 2017- 22, amounting to a market value estimated at $9.7 billion in 2022. Oral care product usage is strong and consistent, with 98% of adults saying they’ve used an oral care product in the past six months, and 47% use a repertoire of 3-4 oral care products. The fact that consumers are consistent in caring for their oral health creates a platform for habitual purchase behavior, which causes little movement in market sales from year to year. Yet, the COVID-19 pandemic positively impacted oral health products, driving sales up 6.3% from 2020-21.
Future market trends in oral health
There is opportunity for makers and marketers to continue to advance category sales with innovation focused on functional ingredients and self-care driven marketing strategies. Catering to personalized oral care should be a priority among marketers, as 63% of adults are interested in products designed for personal needs/interests. The merging of oral care products and the wellness industry could contribute to positive growth and competition for the market.
Read on to discover more about the Oral Health consumer market, read our US Healthcare Spending Market Report 2020, or take a look at our other Healthcare and Medical Market research reports.
Quickly understand oral health market research
- Incidence of oral care product usage and repertoire of products used.
- Most recent dental visit and attitudes toward professional care.
- Changes in oral care routines in the past year.
- Attitudes and behaviors toward oral care.
- Trial and interest in innovative oral care products.
Covered in this oral care market growth report
Brands include: Crest, Colgate, Proctor & Gamble, Oral B, Colgate-Palmolive, GlaxoSmithKline, Johnson & Johnson, Sensodyne, Listerine, Paradontax, Polident, Grin, Flosspyx, Doop, Dr BEST, The Humble Co, Boka, Natean, Better & Better, Dr. Squatch, Tom’s of Maine.
Expert analysis from a specialist in the oral health market
This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis on oral care industry trends to highlight current trends and add expert context to the numbers.
The pandemic provided the impetus for Americans to establish new healthy at-home rituals in personal care, which fuelled a positive change in oral care routines and products used. Advancing the idea of good oral care as a component of self-care will continue to resonate with a large constituency of consumers. Companies and brands must be cautious regarding the negative impact consumer confidence and inflation could have on the category. Innovative focus on tech-based solutions to deliver personalized oral health care will add value, especially when products can deliver on multifunctional and sustainability initiatives.
Jennifer White Boehm
Director, BPCH Reports
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Total US sales and fan chart forecast of the oral health market, at current prices, 2016-26
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Near total oral care product penetration driven by habitual behavior
- Figure 3: Oral care product usage, 2022
- Pandemic has created DIY dental hygienists
- Figure 4: COVID-19 impact on professional market, 2022
- Focus on the wellness and self-care aspects of good oral health
- Figure 5: Oral health attitudes and behaviors, 2022
- Using technology for personalized oral health care
- Figure 6: Trial and interest in oral care innovations, 2022
- Key consumer insights
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Market Size and Forecast
- Pandemic provides temporary lift to market sales
- Figure 7: Total US sales and fan chart forecast of the oral health market, at current prices, 2016-26
- Figure 8: Total US retail sales and forecast of oral health products, at current prices, 2017-27
- Spending on oral health products rises in 2021
- Figure 9: Average household spending on oral health products, 2017-22
- Pandemic provides temporary lift to market sales
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Segment Performance
- Toothpaste dominates market sales
- Figure 10: Total share of US retail sales of oral health products, by segment, at current prices, 2022
- Toothbrushes and teeth whiteners popularized during pandemic
- Figure 11: Total US retail sales of oral health products, by segment, at current prices, 2020 and 2022
- Pandemic revitalizes drugstore sales
- Figure 12: Total US retail sales of oral health products, by channel, at current prices, 2020 and 2022
- Toothpaste dominates market sales
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Market Factors
- Falling confidence and inflation have negative implications
- Figure 13: Consumer Sentiment Index, 2007-22
- Eschewing the dentist
- The sustainability issues
- Preventive oral care for the aging population
- Figure 14: Population aged 18 or older, by age, 2016-26
- Falling confidence and inflation have negative implications
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Market Share
- Representing a third share, P&G dominates sales of oral care products
- Figure 15: Crest 3D Whitestrips Dental Whitening Kit
- Figure 16: Colgate MaxFresh toothpaste
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- Figure 17: Sensodyne Sensitivity toothpaste
- Figure 18: Listerine Mouthwash
- Sales of oral health products by company
- Figure 19: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2021 and 2022
- Representing a third share, P&G dominates sales of oral care products
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Competitive Strategies and Market Opportunities
- Packaging changes and new products boost eco-friendly position
- Figure 20: Oral care product launches, by launch type, 2019-22
- Figure 21: Grin Minty Flosspyx
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- Figure 22: Doop Toothbrush Facebook post
- Figure 23: The Humble Co. toothbrush
- The natural position supports eco-friendly efforts
- Figure 24: Oral care product launches, by claim category, 2019-22
- Figure 25: Boka Facebook post
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- Figure 26: Natean and Better & Better toothpaste
- Technology can advance the category
- Packaging changes and new products boost eco-friendly position
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The Oral Health Consumer – Fast Facts
- Fact 1: Oral care products benefit from strong penetration
- Fact 2: Pandemic impacts dental visits and oral care expectations
- Fact 3: Multifunctional oral care products are a must
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Oral Care Product Usage
- Daily toothbrushing habits drive oral product use
- Figure 27: Colgate Optic White toothpaste
- Figure 28: Oral care product usage, 2022
- Women stick with traditional oral care products
- Figure 29: Oral care product usage, by gender, 2022
- Younger adults use specialty oral care products
- Figure 30: Oral care product usage, by age, 2022
- Parents seek out convenient and natural oral care
- Figure 31: Oral care product usage, by parental status, 2022
- Use of 3-4 oral care products is most common
- Figure 32: Repertoire of oral care product usage in the past 6 months, 2022
- Daily toothbrushing habits drive oral product use
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Attitudes toward Dentist Visits
- Majority engage routinely with dentists
- Figure 33: Dentist visits, 2022
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- Figure 34: Dentist visits, 2021 and 2022
- COVID-19 impact on professional market
- Figure 35: COVID-19 impact on professional market, 2022
- Young adults are looking for virtual dental care service
- Figure 36: COVID-19 impact on professional market, by age, 2022
- Majority engage routinely with dentists
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Change in Oral Care Routines
- Shift towards more time on oral care
- Figure 37: Change in oral care routine, 2022
- Changes in oral care routines of young adults are a mixed bag
- Figure 38: Change in oral care routine, by age, 2022
- Hispanics using more products but opting for less expensive ones
- Figure 39: Change in oral care routine, by Hispanic origin, 2022
- Parents increase repertoire of products used and time spent on oral care
- Figure 40: Change in oral care routine, by parental status, 2022
- Shift towards more time on oral care
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Oral Care Attributes
- Users expect more out of their toothpaste
- Figure 41: Dr. Squatch toothpaste
- Mouthwash users want anti-bacterial properties
- Figure 42: Crest mouthwash
- Figure 43: Oral care attributes, 2022
- Older consumers are the most brand loyal
- Figure 44: Oral care attributes – brand, by age, 2022
- Strengthening enamel is an attribute sought by Hispanics
- Figure 45: Oral care attributes – strengthens enamel, by Hispanic origin, 2022
- Natural ingredients resonate with parents
- Figure 46: Tom’s of Maine toothpaste
- Figure 47: Oral care attributes – natural ingredients, by parental status, 2022
- Oral Care Attributes – Toothpaste
- Figure 48: TURF Analysis – toothpaste, 2022
- Oral Care Attributes – Mouthwash
- Figure 49: TURF Analysis – mouthwash, 2022
- Users expect more out of their toothpaste
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Oral Health Attitudes and Behaviors
- Majority visit dentist regularly; 46% maintain a complete oral care routine
- Figure 50: Oral health attitudes and behaviors, 2022
- Older adults engage fully in market with focus on preventive measures
- Figure 51: Oral health attitudes and behaviors, by age, 2022
- Hispanics don’t go to the dentist regularly, leading to self-consciousness
- Figure 52: Oral health attitudes and behaviors, by Hispanic origin, 2022
- Adults without kids are better about going to the dentist regularly
- Figure 53: Oral health attitudes and behaviors, by parental status, 2022
- Majority visit dentist regularly; 46% maintain a complete oral care routine
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Trial and Interest in Oral Care Innovations
- Personalized oral care will attract a large audience
- Interest in fewer ingredients that deliver functional benefits
- Figure 54: Trial and interest in oral care ingredient and format innovations, 2022
- Eco-friendly package adds value
- Using technology for personalized oral health care
- Figure 55: Trial and interest in oral care packaging and technology innovations, 2022
- Category innovation encourages engagement among men
- Figure 56: Trial and interest in oral care innovations, by gender, 2022
- Parents demonstrate a strong propensity for trial of oral care innovations
- Figure 57: Trial and interest in oral care innovations, by parental status, 2022
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- TURF Methodology
- Abbreviations and terms
- Terms
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Appendix – The Market
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- Figure 58: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2017-27
- Figure 59: US supermarket sales of oral health products, at current prices, 2017-22
- Figure 60: US drugstores sales of sports and performance drinks, at current prices, 2017-22
- Figure 61: US sales of oral health care through other retail channels, at current prices, 2017-22
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Appendix – Companies and Brands
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- Figure 62: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 63: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 64: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 65: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 66: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 67: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 68: Multi-outlet sales of denture products, by leading companies and brands, rolling 52 weeks 2021 and 2022
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Appendix – The Consumer
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- Figure 69: Table – TURF Analysis – Oral Health, 2022
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- Figure 70: TURF Analysis – Oral Health, 2022
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