Gain fresh insights in the US oral care market. What are the latest consumer attitudes and behaviors towards oral care? What are the biggest opportunities for growth in the oral health market? Answer these questions and more with this comprehensive market report.
This Report Looks at the Following Areas:
- Market size, forecast and segmented performance of oral care products
- Market and brand share within oral care
- Competitive strategies and opportunities for oral care
- Consumer oral care usage and frequency of use
- Consumer purchase priorities for toothpaste
- Consumer oral health concerns
- Consumer oral care purchase behaviors
- Consumer attitudes and behaviors toward oral care
- Parents attitudes toward children’s oral care
US Oral Care Products Market – Current Landscape
The US oral care market is on an upward trajectory, bolstered by improved financial outlooks for consumers and holistic health trends that are reframing essential hygiene routines. The entrance of beauty trends into the oral care category has injected a new wave of innovation and challenge to traditional market boundaries, revitalizing the space with new products that blur the lines between beauty, health and wellness and present new opportunities to expand oral routines.
US Oral Care Market Trends – What’s next for the market?
Looking forward, the industry is poised for steady growth, as new product development continues to deliver on the increasing awareness of the link between oral health and overall wellbeing. As consumers become more educated about the importance of maintaining good oral hygiene for their overall health, they will become more proactive in seeking out products that cater to their individual needs.
Purchase the full report for a complete analysis of the US oral health market, including market dynamics and consumer insights. Readers of this report may also be interested in Mintel’s The Future of Oral Care.
More About this Report
For the purposes of this report, Mintel has defined the oral health (sometimes interchangeably referred to as oral care) market as follows:
- toothpaste
- manual and power toothbrushes
- mouthwash and rinse
- dental floss, dental accessories and dental tools
- bleaching/whitening kits and strips
- oral pain relief
Meet The Expert
This report was written by Rebecca Watters, Mintel’s Associate Director, Household & Health. 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.
Oral care is undergoing significant transformation, moving beyond hygiene, evolving with wellness priorities and becoming an integral part of wellbeing routines.
Rebecca Watters
Associate Director, Household & Health
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market size and forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market drivers
- Inflation isn’t keeping consumers from spending on oral care
- Improved financial outlooks bode well for premium offerings
- Graph 1: financial situation compared to a year ago, by annual household income, 2024
- Beautification of the category invigorates awareness and engagement
- The aging population will require geriatric dental solutions
- Market size and forecast
- Retail sales and forecast of oral care products
- Retail sales and forecast of oral care products, inflation-adjusted prices
- Market segmentation
- Retail sales of oral care products, by segment
- Graph 2: total retail sales of oral care products, by segment, at current prices, 2022 and 2024
- Retail sales of oral care products, by segment
- Average annual household spending on oral care products
- Market share/brand share
- P&G and Colgate represent more than half of market share
- MULO sales of toothbrushes, by leading companies
- Colgate’s hello toothpaste posts incremental increase in share
- Specialized formulations continue to capture audience
- Church & Dwight’s TheraBreath gains on brand leaders
- MULO sales of floss and dental accessories/tools, by companies and brands
- Trend-led brands reverse whitening segment struggles
- MULO sales of oral pain relief products, by companies and brands
- MULO sales of denture products, by companies and brands
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Consumer Insights
- Consumer fast facts
- Oral care product usage and frequency of use
- Overall category holds steady in relevance
- Graph 3: oral care product usage, 2023-24
- Democratization, demands for proven efficacy reshape the natural market
- Tap into layered oral care regimens
- Graph 4: repertoire of oral care products, by demographics, 2024
- Tap into younger generations’ interest in multistep wellness
- Customize offerings by demographics to guide shopping
- Target daily and weekly routines
- Graph 5: frequency of oral care product usage, 2024
- Differentiate AM and PM routines
- Toothpaste purchase factors
- Prevention is a point of entry for toothpaste
- Graph 6: toothpaste purchase factors, 2024
- Consider your audience for flavor innovation
- Graph 7: preference for familiar brand, by flavor preference, 2024
- Connect deeper with younger generations through play and ethics
- Graph 8: select purchase factors, by generation, 2024
- Oral care purchase behaviors
- Routine runs strong throughout the category
- Graph 9: oral care purchase behaviors, 2024
- Engage social strategy to reach Gen Z
- Leverage dental influencers to expand education for a younger audience
- Oral health concerns
- Protection and prevention drive priorities
- Graph 10: oral health concerns, ranked, 2024
- A saturation of claims creates room for distinction through restoration
- Ingredients inspired by skincare can reverse the effects of time on oral health
- Promote the link between the oral microbiome to overall health to reach a younger audience
- Graph 11: oral health concerns – balanced microbiome, any rank (net), by generation, 2024
- Tap into the -biotics trend
- Attitudes and behaviors toward oral health and products
- Treat oral care as healthcare
- Graph 12: attitudes and behaviors toward oral health and products, 2024
- Promote the link between oral health and overall health
- Emphasize benefits beyond whitening
- Minimize time commitments with a passive, personalized approach
- Graph 13: select attitudes and behaviors toward oral health and products, by generation, 2024
- Minimize time commitments with a passive, personalized approach
- Promote the link between the oral microbiome and healthy aging
- Graph 14: select attitudes and behaviors toward oral health and products, by age, 2024
- Parents’ attitudes toward children’s oral care
- Help parents instill proper oral hygiene habits at a young age
- Graph 15: parents’ attitudes toward children’s oral care, 2024
- Guide new parents with age-specific products
- Graph 16: parents’ attitudes toward children’s oral care, by age of child, 2024
- Deliver products that support evolving needs as children age
- Acknowledge the need for inclusivity
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Innovation and Marketing Trends
- Launch activity and innovation
- Crest gets personal(ized)
- Latest innovation in flossing: tech
- Flavor – it’s not for everyone (and every brand)
- Graph 17: top 10 toothpaste launch flavors, 2019-24*
- Hismile adds novelty to oral care routines
- Marketing and advertising
- Brands lead with honesty
- Help parents train the next generation of brushers
- Opportunities
- Connect dental health to general health
- The shrinking jaw phenomenon and its impact on oral care
- Explore the link between oral and respiratory and sleep health
- Next phase of ‘oral beauty’
- Engage influencers to expand education and opportunity
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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