The global sensitive toothpaste market is estimated to exceed US$ 1225.19 million in 2023 to US$ 2069.95 million by 2032, growing at a compound annual growth rate (CAGR) of 6% during the forecast period from 2024 to 2032.
Sensitive toothpaste is specially formulated to address tooth sensitivity and promote fresh breath. It targets oral sensitivity caused by exposed dentine, which can lead to brief, intense discomfort during eating or drinking, signaling potential dental problems like recessed gums, cavities, or weakened enamel. By creating a protective barrier over the affected area, sensitive toothpaste relieves this discomfort.
Rising Oral Diseases
The global rise in rapidly changing lifestyles, increased alcohol and tobacco consumption, and the subsequent increase in oral diseases and tooth sensitivity are prompting people worldwide to prioritize proper oral care, leading to a positive impact on the expansion of the sensitive toothpaste market. Common oral diseases include dental caries (tooth decay), severe gum disease, tooth loss, and oral cancers.
Untreated dental caries is the most prevalent condition globally, affecting an estimated 2.5 billion people. Severe gum disease, a leading cause of total tooth loss, is estimated to affect 1 billion people worldwide. According to the World Health Organization (WHO), approximately 380,000 new cases of oral cancers are diagnosed annually.
In alignment with these findings, a recent Global Oral Health Status Report revealed that nearly half of the world’s population (45% or 3.5 billion people) suffer from oral diseases, with three out of every four affected individuals residing in low- and middle-income countries. Consumers are seeking advanced, fast-acting oral care solutions such as whitening and rapid relief toothpaste, which is anticipated to drive market growth in the coming years.
Additionally, brand perception significantly influences product promotion. Consequently, in March 2024, Sensodyne introduced Sensodyne Sensitivity Gum & Enamel, a clinically proven, groundbreaking innovation featuring a specialized triple-action formula that provides long-lasting sensitivity relief, aids in restoring gum health, and strengthens enamel within two weeks.
Adoption of Alternative Products
The high adoption of homemade remedies and alternative products is indeed hindering the growth of the global oral care market. This trend poses a significant challenge for manufacturers of commercial oral hygiene products, particularly in rural areas of developing countries. The popularity of homemade remedies and natural alternatives for dental and oral health creates a serious obstacle for companies in this industry.
The availability and adoption of alternative oral care products, such as charcoal, sesame, coconut oil, and neem leaves, in countries like India, Pakistan, Bangladesh, Myanmar, Maldives, and Sri Lanka, are limiting the market's growth during the forecast period. This trend is particularly prevalent in rural areas of developing countries, presenting both challenges and opportunities for companies targeting this population.
To address the hindrance caused by the adoption of homemade remedies and alternative products, companies are focusing on raising awareness about modern oral care practices to expand their customer base and increase revenue. Additionally, companies are urged to invest in research and development to create innovative products, focus on sustainability and eco-friendly packaging, and target niche consumer segments with specific needs or preferences.
Rising Demand for Natural and Organic Toothpaste
The increasing desire for natural and organic oral care products is set to drive a surge in the demand for sensitive toothpaste, thereby creating opportunities for key players to diversify their product portfolios.
Consumers are increasingly turning to organic oral care options to prevent dental issues like tooth decay and oral or throat cancer. The presence of harmful ingredients in some sensitive toothpaste variants has fueled a greater demand for natural and organic toothpaste from ingredients like peppermint, coconut oil, herbs, and minerals.
The excessive use of hazardous compounds and chemicals, such as fluoride, triclosan, sodium lauryl sulfate, artificial sweeteners, and parabens in traditional toothpaste, is a leading factor motivating people to seek natural tooth care solutions. The long-term use of these substances can have detrimental effects on dental health.
Emerging companies in the sensitive toothpaste market are bringing fresh perspectives, innovative formulations, and a strong focus on consumer needs. These entrepreneurial ventures are seeking to disrupt the industry by offering natural, eco-friendly, and scientifically advanced solutions for dental care.
By Age Group
The adult segment dominates the market, which is expected to undergo significant growth at a notable CAGR over the projected period. This segment includes individuals aged 15 years and above who use toothpaste products containing various chemicals, including fluoride and other substances. Consumers seek these chemicals for purposes, such as teeth whitening, gum and enamel care, cavity and tooth decay prevention, and bacteria elimination. Furthermore, the market offers several toothpaste options to meet the increasing consumer demand.
By Product
The whitening segment is projected to achieve the highest revenue CAGR during the forecast period. The global demand for white, bright teeth is expected to rise, leading to increased revenue growth in the teeth whitening segment. Whitening toothpaste utilizes mild abrasives and chemical substances such as Hydrogen Peroxide to remove surface stains from teeth and enhance their appearance. Additionally, the availability of advanced whitening toothpaste products, including those containing baking soda and activated charcoal, is anticipated to bolster the revenue growth of the whitening segment.
By Distribution Channel
The supermarkets/hypermarkets segment is projected to maintain the largest market share, attributed to its extensive product offerings, convenient locations, and promotional incentives. Many consumers choose to do their regular household shopping at superstore chains, where they can conveniently purchase toothpaste alongside other grocery and healthcare essentials in a single trip.
Supermarkets allocate significant shelf space to oral care aisles, stocking several toothpaste brands. Eye-catching signage and displays highlight new products and special offers, while store brand options provide great value. Weekly circulars and loyalty programs, combined with impulse purchases, contribute to driving sales. Thoughtful store layouts position toothpaste prominently at eye level as shoppers navigate the store for other items. This strategic "endcap" placement, along with front-of-store promotions, encourages customers to select toothpaste even on unplanned visits.
While online household shopping has seen growth, supermarkets continue to dominate due to ingrained store loyalty and the convenience of one-stop shopping. Most individuals visit a dentist once or twice a year, whereas they engage in daily tooth brushing, naturally making supermarkets their default choice over pharmacies, which would require separate trips. Pharmacies typically focus more on acute conditions, while preventative care, such as maintaining oral hygiene, is catered to through mainstream retail channels. Overall, supermarkets have honed their distribution and pricing strategies to solidify their position as the preferred providers of everyday dental products like sensitive toothpaste.
Regional Analysis
In 2023, the Asia Pacific region claimed the largest revenue share in the sensitive toothpaste market, accounting for a significant portion of the market. This dominance can be attributed to the rising demand for oral care products, particularly in China and India. The growth in disposable income and heightened awareness regarding dental hygiene are significant factors propelling the sensitive toothpaste market's expansion within this region.
In India, a substantial portion of oral care products is manufactured using natural and Ayurvedic ingredients. Over 34% of individuals in India grapple with oral sensitivity issues, according to the World Health Organization (WHO). This prevalence is driving the demand for herbal and natural toothpaste solutions tailored for sensitive teeth, thereby fostering growth in the sensitive toothpaste market in India.
In China, a significant portion of the population faces oral health problems. Government support for the development of the oral health sector in China has been instrumental in driving market growth. Initiatives like introducing policies to raise awareness about oral hygiene and expanding coverage to encompass large dental hospitals and clinics have been implemented. This supportive environment is expected to result in a shift towards sensitive toothpaste among Chinese consumers.
Overall, the Asia Pacific region's dominance in the sensitive toothpaste market is a result of various factors, including rising disposable incomes, increasing awareness of oral care, and government initiatives to improve oral health within the region.
Key Companies Operating in the Global Sensitive Toothpaste Market
Market Segmentation Outline
By Product
By Age Group
By Distribution Channel
By Region
1 INTRODUCTION OF GLOBAL SENSITIVE TOOTHPASTE MARKET
1.1 OVERVIEW OF THE MARKET
1.2 SCOPE OF REPORT
1.3 ASSUMPTIONS
2 EXECUTIVE SUMMARY: SENSITIVE TOOTHPASTE MARKET
3 RESEARCH METHODOLOGY
3.1 DATA MINING
3.2 VALIDATION
3.3 PRIMARY INTERVIEWS
3.4 LIST OF DATA SOURCES
3.5 ANALYST TOOLS AND MODELS
4 GLOBAL SENSITIVE TOOTHPASTE MARKET OUTLOOK
4.1 OVERVIEW
4.2 MARKET DYNAMICS AND TRENDS
4.2.1 DRIVERS
4.2.2 RESTRAINTS
4.2.3 OPPORTUNITIES
4.3 PORTERS FIVE FORCE ANALYSIS
4.4 VALUE CHAIN ANALYSIS
4.5 MARKET GROWTH AND OUTLOOK
4.5.1 PRICE TREND ANALYSIS
4.5.2 OPPORTUNITY SHARE
5 GLOBAL SENSITIVE TOOTHPASTE MARKET, BY PRODUCT
5.1 OVERVIEW
5.2 WHITENING
5.3 RAPID RELIEF
5.4 OTHERS
6 GLOBAL SENSITIVE TOOTHPASTE MARKET, BY AGE GROUP
6.1 OVERVIEW
6.2 KIDS
6.3 ADULTS
7 GLOBAL SENSITIVE TOOTHPASTE MARKET, BY DISTRIBUTION CHANNEL
7.1 OVERVIEW
7.2 SUPERMARKETS/ HYPERMARKETS
7.3 CONVENIENCE STORES
7.4 PHARMACIES AND DRUG STORES
7.5 ONLINE
8 GLOBAL SENSITIVE TOOTHPASTE MARKET, BY GEOGRAPHY
8.1 OVERVIEW
8.2 NORTH AMERICA
8.2.1 NORTH AMERICA MARKET SNAPSHOT
8.2.2 U.S.
8.2.3 CANADA
8.2.4 MEXICO
8.3 EUROPE
8.3.1 EUROPE MARKET SNAPSHOT
8.3.2 WESTERN EUROPE
8.3.2.1 THE UK
8.3.2.2 GERMANY
8.3.2.3 FRANCE
8.3.2.4 ITALY
8.3.2.5 SPAIN
8.3.2.6 REST OF WESTERN EUROPE
8.3.3 EASTERN EUROPE
8.3.3.1 POLAND
8.3.3.2 RUSSIA
8.3.3.3 REST OF EASTERN EUROPE
8.4 ASIA PACIFIC
8.4.1 ASIA PACIFIC MARKET SNAPSHOT
8.4.2 CHINA
8.4.3 JAPAN
8.4.4 INDIA
8.4.5 AUSTRALIA & NEW ZEALAND
8.4.6 ASEAN
8.4.7 REST OF ASIA PACIFIC
8.5 MIDDLE EAST & AFRICA
8.5.1 MIDDLE EAST & AFRICA MARKET SNAPSHOT
8.5.2 UAE
8.5.3 SAUDI ARABIA
8.5.4 SOUTH AFRICA
8.5.5 REST OF MEA
8.6 SOUTH AMERICA
8.6.1 SOUTH AMERICA MARKET SNAPSHOT
8.6.2 BRAZIL
8.6.3 ARGENTINA
8.6.4 REST OF SOUTH AMERICA
9 GLOBAL SENSITIVE TOOTHPASTE MARKET COMPETITIVE LANDSCAPE
9.1 OVERVIEW
9.2 COMPANY MARKET RANKING
9.3 KEY DEVELOPMENT STRATEGIES
9.4 COMPETITIVE DASHBOARD
9.5 PRODUCT MAPPING
9.6 TOP PLAYER POSITIONING, 2022
9.7 COMPETITIVE HEATMAP
9.8 TOP WINNING STRATEGIES
10 COMPANY PROFILES
10.1 AMWAY
10.1.1 OVERVIEW
10.1.2 FINANCIAL PERFORMANCE
10.1.3 PRODUCT OUTLOOK
10.1.4 KEY DEVELOPMENTS
10.1.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.2 CHURCH & DWIGHT CO., INC.
10.2.1 OVERVIEW
10.2.2 FINANCIAL PERFORMANCE
10.2.3 PRODUCT OUTLOOK
10.2.4 KEY DEVELOPMENTS
10.2.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.3 COLGATE-PALMOLIVE COMPANY
10.3.1 OVERVIEW
10.3.2 FINANCIAL PERFORMANCE
10.3.3 PRODUCT OUTLOOK
10.3.4 KEY DEVELOPMENTS
10.3.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.4 COSWELL SPA
10.4.1 OVERVIEW
10.4.2 FINANCIAL PERFORMANCE
10.4.3 PRODUCT OUTLOOK
10.4.4 KEY DEVELOPMENTS
10.4.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.5 DABUR INDIA LTD.
10.5.1 OVERVIEW
10.5.2 FINANCIAL PERFORMANCE
10.5.3 PRODUCT OUTLOOK
10.5.4 KEY DEVELOPMENTS
10.5.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.6 GLAXOSMITHKLINE PLC
10.6.1 OVERVIEW
10.6.2 FINANCIAL PERFORMANCE
10.6.3 PRODUCT OUTLOOK
10.6.4 KEY DEVELOPMENTS
10.6.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.7 HAIN CELESTIAL GROUP, INC.
10.7.1 OVERVIEW
10.7.2 FINANCIAL PERFORMANCE
10.7.3 PRODUCT OUTLOOK
10.7.4 KEY DEVELOPMENTS
10.7.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.8 HENKEL AG & COMPANY KGAA
10.8.1 OVERVIEW
10.8.2 FINANCIAL PERFORMANCE
10.8.3 PRODUCT OUTLOOK
10.8.4 KEY DEVELOPMENTS
10.8.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.9 LION CORPORATION
10.9.1 OVERVIEW
10.9.2 FINANCIAL PERFORMANCE
10.9.3 PRODUCT OUTLOOK
10.9.4 KEY DEVELOPMENTS
10.9.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.10 PROCTER & GAMBLE
10.10.1 OVERVIEW
10.10.2 FINANCIAL PERFORMANCE
10.10.3 PRODUCT OUTLOOK
10.10.4 KEY DEVELOPMENTS
10.10.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.11 SCIENCE ARTS (YUNNAN BAIYAO)
10.11.1 OVERVIEW
10.11.2 FINANCIAL PERFORMANCE
10.11.3 PRODUCT OUTLOOK
10.11.4 KEY DEVELOPMENTS
10.11.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.12 SQUIGLE, INC.
10.12.1 OVERVIEW
10.12.2 FINANCIAL PERFORMANCE
10.12.3 PRODUCT OUTLOOK
10.12.4 KEY DEVELOPMENTS
10.12.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.13 SUNSTAR SUISSE SA
10.13.1 OVERVIEW
10.13.2 FINANCIAL PERFORMANCE
10.13.3 PRODUCT OUTLOOK
10.13.4 KEY DEVELOPMENTS
10.13.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.14 TOM'S OF MAINE, INC.
10.14.1 OVERVIEW
10.14.2 FINANCIAL PERFORMANCE
10.14.3 PRODUCT OUTLOOK
10.14.4 KEY DEVELOPMENTS
10.14.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
10.15 UNILEVER PLC
10.15.1 OVERVIEW
10.15.2 FINANCIAL PERFORMANCE
10.15.3 PRODUCT OUTLOOK
10.15.4 KEY DEVELOPMENTS
10.15.5 KEY STRATEGIC MOVES AND DEVELOPMENTS
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