What you need to know
Oral health sales exceeded $8 billion in 2018, increasing by 1.8% from the previous year. Positive growth was driven by the toothpaste segment, comprising 39% of total category sales. For many consumers, oral care is perceived as a daily health essential, offering a consistent usage occasion for key players to penetrate. More than half of consumers report using four to six oral care products during their routine, supporting the need for supplemental products to achieve and maintain oral hygiene. Innovation within the category – mostly observed within the toothpaste segment – has led to the success of smaller, niche brands capturing sales from mainstream alternatives. Focus on naturally derived ingredients has been welcomed by consumers who prioritize safe and familiar product labels.
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 kit and strips
Oral pain relief
