Stay ahead of the curve and future-proof your business with Mintel’s US Oral Health Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the oral care market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- Current use and future interest in oral health-related products.
- Frequency with which consumers are using oral care products.
- Most recent dental routines and consumer sentiment about dental visits.
- Buying habits for oral care products.
- Attitudes about dental health and its connection to broader healthcare.
Current Oral Care Market Overview
Oral care remains an essential part of daily health and hygiene. With nearly 100% of US adults saying they’ve used an oral care product in the past 12 months, category sales have been sustained by essential need. Mintel forecasts that the growth of the US oral health market will continue to increase steadily.
- Oral care market segmentation: Sales of toothpaste products continue to dominate the market, making up 40% of projected total category sales for 2023.
Oral Care Market Trends and Opportunities
Everyday health
Despite financial strains, many Americans continue to prioritise their dental health in 2023. However, many consumers’ purchasing process is habitual, particularly when it comes to toothpaste. As a result, it can be difficult to encourage consumers to change their preferences. When choosing a toothpaste, consumers tend to prioritise functionality, such as cavity prevention, which is considered an important factor by 64% of consumers. But, cosmetic attributes such as whitening and strengthening enamel are also important. Brands need to offer multipurpose oral care products to hold appeal for those looking to address multiple needs.
Oral care is self-care
For many consumers, oral hygiene does not just provide functional health benefits, it is an important part of holistic wellbeing. Almost 70% of consumers view maintaining their oral health as a form of self-care. However, some consumers still view the oral care regime as a mundane task that is merely a part of personal hygiene. Brands can take the opportunity to bring more enjoyment to routines, such as by focusing on innovation in flavours and textures.
Products and Companies Discussed in this Report
Products:Â Toothpaste, Manual and power toothbrushes, Mouthwash and rinse, Dental floss, dental accessories, and dental tools, Bleaching/whitening kits and strips, Oral pain relief.
Companies:Â Procter & Gamble, Colgate-Palmolive Company, Haleon, Johnson & Johnson.
To learn how to connect with your audience, purchase our full US Oral Care Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.Â
Expert Insights from a Health Industry Analyst
This report, written by Rebecca Watters, a leading household & health analyst, delivers in-depth commentary and analysis to highlight current trends in the oral care market and add expert context to the numbers.
The pandemic both upended and revitalized the oral care market, creating disruptive opportunities for premium and eco-friendly solutions. As consumers view their oral care routines as self-care, as well as essential hygiene, leading brands can continue to tap into wellness trends. There will be blossoming opportunities to link oral care products to mental wellbeing through functional ingredients that evoke feelings of wellness and relaxation through experimental flavors and tastes. Dental ancillaries can also tap into this trend and generate greater interest as younger consumers add more products to their oral care routines.
Rebecca Watters
Associate Director – Household & Health
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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
- Consumer trends
- Oral care routines consistent, difficult to disrupt
- Figure 1: Product usage, by frequency, 2023
- Majority maintain routine dental care visits
- Figure 2: Dental visit frequency, 2023
- Toothpaste needs to deliver on multiple fronts
- Figure 3: TURF analysis – Purchase factors, 2023
- Competitive strategies
- Targeted approach proves valuable
- Eco-responsibility efforts continue
- Beautification of oral care
- Market predictions
- Figure 4: Total US sales and fan chart forecast of oral care market, at current prices, 2018-28
- Figure 5: Oral health category outlook, 2023-28
- Opportunities
- Connect the oral microbiome with health
- Bring excitement into the oral care routine through flavor and texture
- Personalization, convenience will strengthen tech-based solutions’ appeal
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Market Size and Forecast
- Investment in oral care routine echoed in strong sales
- Figure 6: Total US sales and fan chart forecast of oral health market, at current prices, 2018-28
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- Figure 7: Total US retail sales and forecast of oral health products, at current prices, 2018-28
- Investment in oral care routine echoed in strong sales
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Segment Performance
- Toothpaste sales dominate; whitening continues to struggle
- Figure 8: Sales of oral care market, by segment, 2023
- Figure 9: Total US retail sales of oral health products, by segment, at current prices, 2021 and 2023
- Toothpaste sales dominate; whitening continues to struggle
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Market Drivers
- Volume sales point to slowing growth; a need to meet demand for value
- Figure 10: Growth of multi-outlet dollar sales and volume sales of oral health products, 2021-22
- Increasing use of e-cigarettes among US youth poses problems for oral health
- Teledentistry can draw in new patients
- Volume sales point to slowing growth; a need to meet demand for value
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Key Players
- P&G losses share to Colgate
- Sales of oral care market by company
- Figure 11: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2022 and 2023
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Competitive Strategies and Market Opportunities
- Specialized formulas benefit brands
- Figure 12: Multi-outlet sales of select leading toothpaste and mouthwash companies and brands, rolling 52 weeks 2022 and 2023
- Figure 13: Hello Seriously Friendly collection – Gum Nourishmint toothpaste; TheraBreath Dazzling Mint Whitening Fresh Breath Oral Rinse
- Oral beauty continues to gain momentum
- Brands bring enjoyment to the oral care routine
- Figure 14: US: launches of toothpaste, mouthwash and dental ancillaries, by top 10 flavor component, 2023*
- Tap into wellbeing trends through focus on oral microbiome
- Figure 15: Global launches of toothpaste, mouthwash, and dental ancillaries with probiotic claim, 2018-22
- Sustainability increases in importance
- Figure 16: US oral care product launches, by leading ethical and environmental claims, 2018-22
- Tech-based oral care continues to evolve
- Figure 17: Colgate Optic White ComfortFit LED Teeth Whitening Kit
- Specialized formulas benefit brands
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The Oral Health Consumer – Fast Facts
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Product Usage and Frequency
- Oral care a constant in hygiene routines
- Figure 18: Product usage, 2023
- Younger adults embrace ancillary products
- Figure 19: Usage of select products, by age, 2023
- Most stick to the basics of oral care
- Figure 20: Product usage, by frequency, 2023
- Oral care a constant in hygiene routines
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Dental Visit Frequency and Attitudes
- Majority continue to prioritize professional dental care
- Figure 21: Dental visit frequency, 2023
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- Figure 22: Attitudes towards visiting the dentist, 2023
- Build preventative habits with young adults through layering health benefits
- Figure 23: Select attitudes toward visiting the dentist, 2023
- Majority continue to prioritize professional dental care
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Toothpaste Purchase Factors
- Functionality wins over ingredient claims
- The next step in natural
- Figure 24: Toothpaste purchase factors, 2023
- Cavity prevention and teeth whitening claims becoming point of entry
- Figure 25: TURF analysis – Purchase factors, 2023
- Parents prioritize safety and sustainability
- Figure 26: Select toothpaste purchase factors, by parental status, 2023
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Attitudes toward Oral Health
- Holistic understanding: oral health’s link to health creates room to innovate
- Figure 27: Attitudes toward oral health, 2023
- Oral care is part of self-care for women
- Figure 28: Select attitudes toward oral health, by gender, 2023
- Young adults drive probiotic trends
- Figure 29: Select attitudes toward oral care, by age, 2023
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- Figure 30: Twice
- Highlight specialist-backed claims to guide Black consumers
- Figure 31: Select attitudes toward oral care, by race and Hispanic origin, 2023
- Holistic understanding: oral health’s link to health creates room to innovate
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Trial of and Interest in Oral Health Products
- Despite regimented routines, oral care innovations garner strong interest
- Interest in fewer ingredients that deliver functional benefits
- Tap into interests in experiential oral care
- Eco-responsibility can add value
- Figure 32: Trial of and interest in oral health products, 2023
- Tap into emerging ingredient and format trends to reach a wide audience
- Figure 33: Interest in select oral care ingredient and format innovation, by age, 2023
- Leverage social channels to build brand familiarity
- Figure 34: Interest in select oral health products, by age, 2023
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 35: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2018-28
- Figure 36: Total US retail sales and forecast of oral health products, by segment, at current prices, 2018-28
- Figure 37: Average annual household spending on oral health products, 2018-23
- Figure 38: Total US retail sales and forecast of toothbrushes at current prices, 2018-28
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- Figure 39: Growth of multi-outlet dollar sales and volume sales of toothbrushes, 2017-23
- Figure 40: Total US retail sales and forecast of toothpaste at current prices, 2018-28
- Figure 41: Growth of multi-outlet dollar sales and volume sales of toothpaste, 2017-23
- Figure 42: Total US retail sales and forecast of mouthwash at current prices, 2018-28
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- Figure 43: Growth of multi-outlet dollar sales and volume sales of mouthwash, 2017-23
- Figure 44: Total US retail sales and forecast of floss/dental accessories/tools at current prices, 2018-28
- Figure 45: Growth of multi-outlet dollar sales and volume sales of floss and dental accessories/tools, 2017-23
- Figure 46: Total US retail sales and forecast of teeth whiteners at current prices, 2018-28
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- Figure 47: Growth of multi-outlet dollar sales and volume sales of teeth whiteners, 2017-23
- Figure 48: Total US retail sales and forecast of oral pain relief at current prices, 2018-28
- Figure 49: Growth of multi-outlet dollar sales and volume sales of oral pain relief, 2017-23
- Figure 50: Total US retail sales of oral health products, by channel, at current prices, 2018-23
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- Figure 51: Total US retail sales of oral health products, by channel, at current prices, 2021 and 2023
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Appendix – Companies and Brands
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- Figure 52: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Figure 53: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2022 and 2023
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- Figure 54: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Figure 55: Multi-outlet sales of denture products, by leading companies and brands, rolling 52 weeks 2022 and 2023
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- Figure 56: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Figure 57: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2022 and 2023
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- Figure 58: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2022 and 2023
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Appendix – TURF Methodology
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- Figure 59: TURF analysis – Product usage, 2023
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- Figure 60: Table – TURF analysis – Product usage, 2023
- Figure 61: TURF analysis – Purchase factors, 2023
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- Figure 62: Table – TURF analysis – Purchase factors, 2023
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