What you need to know

The oral care market is resilient because people perceive oral health and hygiene to be essential. As the lifestyle and financial impact of COVID-19 endures, US consumers will still purchase necessary personal care products to maintain a sense of normalcy and basic hygiene within the home. To avoid stores and crowded retail locations, adults may stock up on oral health products, strengthening category sales for the short term – but, the market will quickly stabilize once consumers have sufficient supply of what they need. Professional dental services will be impacted as well, due to business closures and the growing incidence of income loss affecting Americans.

Key issues covered in this Report

  • How the COVID-19 outbreak impacts consumer behaviors and the oral health products market as a whole

  • How the market will fare in the post-COVID-19 slowdown

  • Consumers’ oral health behaviors and usage of products

  • How consumer interest in oral health innovations will shift following COVID-19

  • Impact of business closures and job loss on professional oral health services

This Report was written April-May 2020 and updated on June 4, 2020 with COVID-19 implications.


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 kit and strips

  • Oral pain relief

Professional services are also discussed in this Report, but are not included in the market size, forecast market breakdown or company and brand sales of oral health products.

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