This Market Dynamics report features market data extracted from Mintel’s US Oral Care Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US oral care market. The full US report is available to purchase here.
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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 1: household spending on oral care, 2024-25
- Graph 2: 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 3: [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 4: 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
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CONSUMER INSIGHTS
- Toothpaste purchase factors
- Prevention drives toothpaste purchases
- Graph 5: toothpaste purchase factors, 2025
- Shifts in oral care shopping and routine behavior
- Despite financial pressures and price increases, essential nature prevents trading down behavior
- Graph 6: shifts in oral care shopping and routine behavior, 2025
- Graph 7: select shifts in oral care shopping and routine behavior, among those conscious of price increases, 2024
- Attitudes toward trust and safety
- Address safety concerns
- Attitudes toward fluoride
- The fluoride divide
- Graph 8: attitudes toward fluoride, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- The fluoride divide fuels NPD
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APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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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, Â 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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