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US Oral Care market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Oral Health market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in the Health & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Oral care sales generated $8 billion in 2017, a modest 0.6% increase from 2016 driven by slowed growth in the toothpaste and mouthwash segments. Oral hygiene routines remain unchanged for most consumers, but around one fifth are working to improve their regimens. While they are relatively minimal, some frustrations over oral care routines do exist, creating opportunities for new offerings and innovation. Nearly half of mouthwash and toothpaste users are brand loyal, but a minority agree they regularly switch brands. Half of mouthwash users consider this product an essential part of their routine. Overall, dentists can be leveraged to further category sales. Jana Vyleta
Health & Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

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

What you need to know

Oral care sales generated $8 billion in 2017, a modest 0.6% increase from 2016 driven by slowed growth in the toothpaste and mouthwash segments. Oral hygiene routines remain unchanged for most consumers, but around one fifth are working to improve their regimens. While they are relatively minimal, some frustrations over oral care routines do exist, creating opportunities for new offerings and innovation. Nearly half of mouthwash and toothpaste users are brand loyal, but a minority agree they regularly switch brands. Half of mouthwash users consider this product an essential part of their routine. Overall, dentists can be leveraged to further category sales.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • 2017 sales see more modest growth, generate $8 billion
            • Figure 1: Total US sales and fan chart forecast of oral care, at current prices, 2013-23
          • The issues
            • Private label growth hinders brands, lowers overall revenue
              • Figure 2: MULO sales of private label, by segment, rolling 52 weeks 2017-18
            • Benefit-led toothpaste limits need for other products in regimen
              • Figure 3: Toothpaste usage, April 2018
            • The opportunities
              • Leverage the connection with beauty and oral care products to grow sales
                • Address frustrations through new offerings, innovations
                  • Figure 4: Select routine hang-ups, April 2018
                • Dentists’ influence can be used to attract more users
                  • Figure 5: Select attitudes towards dentists’ influence, April 2018
                • What it means
                • The Market – What You Need to Know

                  • Modest sales increase in 2017 driven by slower toothpaste sales
                    • Soft sales of key brands leads to segment declines
                      • Despite hygiene, notable number of Americans have oral health issues
                        • Consumer confidence, population growth bode well for demand
                        • Market Size and Forecast

                          • Modest growth in 2017 due to slowing sales
                            • Figure 6: Total US sales and fan chart forecast of oral care, at current prices, 2013-23
                            • Figure 7: Total US retail sales and forecast of oral care, at current prices, 2013-23
                        • Market Breakdown

                          • Toothpaste continues to grow, but at a slower pace
                            • Mouthwash hindered by toothpaste benefits, lack of innovation
                              • Toothbrush, floss/accessories, whitening kits challenged by value brands
                                • Figure 8: Total US retail sales and forecast of oral health products, by segment, at current prices, 2013-23
                            • Market Perspective

                              • Epidemic of cavities, gum disease reveals more guidance needed
                                • Widespread coffee and soft drink consumption drives need for oral care
                                • Market Factors

                                  • Strong consumer confidence bodes well for premium product sales
                                    • Figure 9: Consumer Sentiment Index, January 2007- April 2018
                                  • Increasing US population, consumer segments, positive growth signs
                                    • Aging population
                                      • Figure 10: US population, by age, 2013-23
                                    • Hispanic population
                                      • Figure 11: Population by race and Hispanic origin, 2013-23
                                  • Key Players – What You Need to Know

                                    • GlaxoSmithKline generates highest category growth
                                      • Specialty and niche brands, private label resonate with consumers
                                        • Value seekers, functional nature of oral care hindering branded growth
                                          • Subscriptions will be challenged to expand beyond small consumer base
                                          • Company and Brand Sales of Oral Health

                                            • GlaxoSmithKline leads growth due to Sensodyne, filling a market whitespace
                                              • Industry leader P&G declines as Crest sales struggle to keep pace
                                                • Colgate-Palmolive on par with category growth led by toothbrushes
                                                  • Figure 12: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2017 and 2018
                                              • What’s Working?

                                                • Brands with treatment positioning experience strong growth
                                                  • Specialty mouthwash brands treating dry mouth, bad breath see growth
                                                    • Figure 13: MULO sales of select specialty mouthwash brands, rolling 52 weeks 2017-18
                                                  • Sensitivity toothpaste succeeds due to prevalence of sufferers, variety of products
                                                    • Figure 14: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                  • Brands touting gum health benefits enter the market
                                                    • Natural brands growing faster than legacy competitors
                                                      • Figure 15: MULO sales of select natural toothpaste brands, rolling 52 weeks 2017-18
                                                      • Figure 16: Select purchase behaviors, April 2018
                                                  • What’s Struggling?

                                                    • Consumer focus on value, functional nature boosting private label
                                                      • Figure 17: MULO sales of private label, by oral care segment, rolling 52 weeks 2017-18
                                                    • Whitening strips/kits decline due to whitening toothpaste
                                                      • Figure 18: Percentage of new toothpaste launches in the US containing whitening claims, 2013-17
                                                      • Figure 19: MULO sales dollar and unit volume of whitening strips and kits, 2013-17
                                                    • Toothpaste benefits impact mouthwash sales
                                                      • Figure 20: Total US retail sales of mouthwash, at current prices, calendar year 2013-17
                                                  • What’s Next?

                                                    • Brand loyalty, cost hinder subscription brands
                                                      • Leverage dentists to increase brand reach
                                                        • Beauty claims featured in oral care
                                                          • Employ beauty industry marketing strategies
                                                          • The Consumer – What You Need to Know

                                                            • Traditional products are preferred; toothpaste is a staple
                                                              • Around one in five reflect a desire to improve oral health
                                                                • Minimal frustrations are present in the category
                                                                  • Brand loyalty is typical – but a notable minority switch
                                                                    • Half of users consider mouthwash to be essential in their routine
                                                                      • Dental professionals hold notable influence over home routines
                                                                      • Product Usage

                                                                        • Traditional products preferred over newer alternatives
                                                                          • Figure 21: Floss product usage, April 2018
                                                                          • Figure 22: Manual toothbrush usage, April 2017-November 2017
                                                                          • Figure 23: Electric toothbrush usage, April 2018
                                                                        • Toothpaste is a hygiene staple and product workhorse
                                                                          • Figure 24: Select product usage, April 2018
                                                                        • Engagement in health, appearance drives higher usage among women
                                                                          • Figure 25: Select product usage, by gender, April 2018
                                                                        • Income reveals differences in floss usage – not whitening
                                                                          • Figure 26: Select product usage, by household income, April 2018
                                                                        • Hispanics are above-average users of secondary products
                                                                          • Figure 27: Select product usage, by Hispanic origin, April 2018
                                                                      • Routine Trends

                                                                        • Oral hygiene routines remain steady, with a minority increasing care
                                                                          • Figure 28: Core regimen routine trends, April 2018
                                                                        • Whitening toothpaste limits need for separate whitening routines
                                                                          • Figure 29: Whitening routine trends, April 2018
                                                                        • Core hygiene behaviors become more consistent with age
                                                                          • Figure 30: Select core regimen trends, by age, April 2018
                                                                          • Figure 31: Select whitening trends, by age, April 2018
                                                                        • Hispanics are improving their hygiene and whitening regimens
                                                                          • Figure 32: Select core regimen and whitening trends, by Hispanic origin, April 2018
                                                                      • Routine Hang-ups

                                                                        • Frustration with routines is relatively minimal
                                                                            • Figure 33: Routine hang-ups, April 2018
                                                                          • Heightened frustrations among sensitivity toothpaste users
                                                                            • Figure 34: Routine hang-ups, by sensitivity toothpaste usage, April 2018
                                                                          • Adults grow out of their frustrations as they age
                                                                            • Figure 35: Select routine hang-ups, by age, April 2018
                                                                          • Engagement, age influence frustration among Hispanics
                                                                            • Figure 36: Select routine hang-ups, by Hispanic origin, April 2018
                                                                          • Lower-income consumers report heightened frustrations
                                                                            • Figure 37: Select routine hang-ups, by household income- less than $50K, April 2018
                                                                        • Purchase Behaviors

                                                                          • Mouthwash, toothpaste attitudes and behaviors are similar
                                                                            • Brand loyalty is prevalent, but some users still switch
                                                                              • Figure 38: Select purchase behaviors, April 2018
                                                                            • Younger consumers are less brand loyal, enjoy experimenting
                                                                              • Figure 39: Select purchase behaviors, by age, April 2018
                                                                          • Attitudes toward Mouthwash

                                                                            • Mouthwash plays various roles in routines
                                                                              • Benefit formulations not critical to mouthwash users
                                                                                • Figure 40: Attitudes towards mouthwash, June 2018
                                                                              • Regimens help explain the essential nature of mouthwash among men
                                                                                • Figure 41: Select attitudes towards mouthwash, by gender, June 2018
                                                                              • Older adults appreciate cleaning, dry mouth benefits of mouthwash
                                                                                • Figure 42: Select attitudes towards mouthwash, by age, June 2018
                                                                            • Dentists’ Influence

                                                                              • Samples can encourage full-sized product purchases
                                                                                • Dental professional recommendations wield significant influence
                                                                                  • Figure 43: Dentists’ influence, April 2018
                                                                                • More engaged consumers agree they use samples
                                                                                  • Figure 44: Dentists’ Influence- select attitudes, by gender and age, April 2018
                                                                                • Hispanics more likely to probe professionals – but refrain from purchasing
                                                                                  • Figure 45: Dentists’ influence- select attitudes, by Hispanic origin, April 2018
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Sales data
                                                                                    • Fan chart forecast
                                                                                      • Consumer survey data
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                          • Appendix – The Market

                                                                                            • Oral Health Products
                                                                                              • Figure 46: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2013-23
                                                                                              • Figure 47: Total US retail sales of oral health products, by segment, at current prices, 2016 and 2018
                                                                                              • Figure 48: Total US retail sales and forecast of oral health products, by toothbrushes, toothpaste and mouthwash, at current prices, 2013-23
                                                                                              • Figure 49: Total US retail sales and forecast of oral health products, by floss and dental accessories/tools, teeth whiteners, and oral pain relief, at current prices, 2013-23
                                                                                              • Figure 50: Total US retail sales of oral health products, by channel, at current prices, 2013-18
                                                                                              • Figure 51: Total US retail sales of oral health products, by channel, at current prices, 2016 and 2018
                                                                                              • Figure 52: US supermarket sales of oral health products, at current prices, 2013-18
                                                                                              • Figure 53: US drugstore sales of oral health products, at current prices, 2013-18
                                                                                              • Figure 54: US sales of oral health products through other retail channels, at current prices, 2013-18
                                                                                            • Segment: Toothbrushes
                                                                                              • Figure 55: Total US retail sales and forecast of toothbrushes, at current prices, 2013-23
                                                                                              • Figure 56: Total US retail sales and forecast of toothbrushes, at inflation-adjusted prices, 2013-23
                                                                                            • Segment: Toothpaste
                                                                                              • Figure 57: Total US retail sales and forecast of toothpaste, at current prices, 2013-23
                                                                                              • Figure 58: Total US retail sales and forecast of toothpaste, at inflation-adjusted prices, 2013-23
                                                                                            • Segment: Mouthwash
                                                                                              • Figure 59: Total US retail sales and forecast of mouthwash, at current prices, 2013-23
                                                                                              • Figure 60: Total US retail sales and forecast of mouthwash, at inflation-adjusted prices, 2013-23
                                                                                            • Segment: Floss and dental accessories/tools
                                                                                              • Figure 61: Total US retail sales and forecast of floss and dental accessories/tools, at current prices, 2013-23
                                                                                              • Figure 62: Total US retail sales and forecast of floss and dental accessories/tools, at inflation-adjusted prices, 2013-23
                                                                                            • Segment: Teeth whiteners
                                                                                              • Figure 63: Total US retail sales and forecast of teeth whiteners, at current prices, 2013-23
                                                                                              • Figure 64: Total US retail sales and forecast of teeth whiteners, at inflation-adjusted prices, 2013-23
                                                                                            • Segment: Oral pain relief products
                                                                                              • Figure 65: Total US retail sales and forecast of oral pain relief products, at current prices, 2013-23
                                                                                              • Figure 66: Total US retail sales and forecast of oral pain relief products, at inflation-adjusted prices, 2013-23
                                                                                          • Appendix – Key Players

                                                                                              • Figure 67: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                              • Figure 68: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                              • Figure 69: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                              • Figure 70: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                              • Figure 71: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                              • Figure 72: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                          • Appendix – The Consumer

                                                                                            • TURF Analysis- Methodology
                                                                                                • Figure 73: TURF Analysis – Routine hang-ups, April 2018
                                                                                                • Figure 74: Table - TURF Analysis – Routine hang-ups, April 2018