Author: Mintel Group Ltd.
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Oral Health - US - June 2019
Overview
 
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

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