The global mouthwash market size was valued at around USD 5.98 billion in 2021 and is expected to reach USD 9.30 billion by 2030, expanding at a CAGR of around 5.7% during the forecast period, 2022 – 2030. The growth of the market is attributed to the increasing prevalence of dental conditions and rising awareness regarding oral hygiene.
Mouthwash refers to a liquid product, which is used to rinse and clean teeth, gums, and mouth. It is also called as a mouth rinse, oral rinse, and mouth bath. These liquid products aid users in maintaining their oral health by killing harmful bacteria, fighting bad breath, and preventing tooth decay. There are different types of mouthwashes for different needs. For example, alcohol-based or alcohol-free mouthwashes are used for therapeutic or cosmetic purposes. Consumers purchase mouthwashes from pharmacies, supermarkets, online retail stores, and others. Dentists can prescribe specific mouthwash for any specific oral care need of consumers.
Mouthwash is commonly used after brushing teeth and flossing. A desired or instructed quantity of mouthwash is held in the mouth, without swallowing, and swirled around the mouth or gargled. After a certain amount of time, the mouthwash needs to be spit out. Mouthwash aid in preventing cavities, refresh breath, diminish plaque, and kills bacteria. Conversely, excessive usage of mouthwash can cause canker sores, dryness, teeth staining, and burning sensation.
Market Trends, Drivers, Restraints, and Opportunities
- Increasing expenditure on dental care products by global population is expected to drive the market during the forecast period.
- Rising awareness regarding oral hygiene is projected to boost the global mouthwash market in the coming years.
- Surging cases of halitosis fuels the market.
- Changing eating habits of consumers spur the global mouthwash market.
- Parents prioritizing dental health of their children are estimated to drive the market during the forecast period.
- Negative impact of excessive usage of mouthwash on health is anticipated to hinder the growth of the market during the projected period.
- Higher risk of diabetes and cancer due to excessive usage of mouthwash hampers the market.
- Increasing demand for fluoride-free mouthwash for children offers growth opportunities for the key market players.
Scope of the Report
The report on the global mouthwash market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.
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Attributes
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Details
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Report Title
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Mouthwash Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast
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Base Year
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2021
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Historic Data
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2019–2020
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Forecast Period
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2022–2030
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Segmentation
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Types (Alcohol-based and Alcohol-free), Types of Ingredients (Natural and Synthetic), Flavors (Mint, Active Salt, Lemon, and Others), Uses (Therapeutic {Antiseptic, Fluoride, and Herbal}, Cosmetic, and Others), Applications (Personal and Commercial), and Distribution Channels (Pharmacies, Supermarkets/Hypermarkets, Online Stores, and Others)
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Regional Scope
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Asia Pacific, North America, Latin America, Europe, and Middle East & Africa
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Report Coverage
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Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast
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Key Players Covered in the Report
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Johnson & Johnson Services, Inc.; Colgate-Palmolive Company; Proctor & Gamble; Sanofi; Amway Corporation; GSK Plc; Kao Corporation; Waken Mouthcare; Himalaya Wellness Company; Caldwell Consumer Health, LLC; Lion Corporation; Triumph Pharmaceuticals, Inc.; and Others
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Market Segment Insights
Alcohol-based segment drives the market
On the basis of types, the market is bifurcated into alcohol-based and alcohol-free. The alcohol-based segment is expected to boost the market during the forecast period, as alcohol-based mouthwashes are the commonly used to effectively kill germs and bacteria in mouth. The Alcohol-free segment is anticipated to expand at a rapid pace in the coming years, due to rising awareness of risks associated with alcohol-based products such as cancer. Alcohol-free products can be safely used by children, which aid in the expansion of the alcohol-free segment.
Synthetic segment dominates the market
In terms of types of ingredients, the market is divided into natural and synthetic. The synthetic segment is estimated to dominate the market during the forecast period, as synthetic ingredients-based mouthwashes are cost-effective and easily available. The natural segment is anticipated to expand rapidly during the forecast period, due to growing awareness regarding risks associated with synthetic ingredients-based mouthwash and oral health benefits associated with natural ingredients-based mouthwash such as antibacterial properties, gentleness, no harsh additives, and others.
Mint segment boosts the market
Based on flavors, the market is segregated into mint, active salt, lemon, and others. The mint segment is estimated to drive the market during the projected period, as the mint flavored mouthwashes are considered refreshing than other flavors. Mint is a common and standard flavor in mouthwash, which has pleasant and uplifting aroma and taste with cooling effects. These factors facilitate the expansion of the mint segment.
Cosmetic segment holds a key market share
In terms of uses, the market is segmented into therapeutic (antiseptic, fluoride, and herbal), cosmetic, and others. The cosmetic segment is estimated to register a significant expansion during the forecast period, as cosmetic mouthwashes are commonly used to temporarily control bad breath and leave a pleasant taste behind. Large number of consumers do not require intense oral care or treatment that therapeutic mouthwashes provide. Cosmetic mouthwashes are easily available than therapeutic mouthwashes. These factors aid in the expansion of the cosmetic segment.
Personal segment fuels the market
On the basis of applications, the market is bifurcated into personal and commercial. The personal segment is projected to boost the market during the forecast period, owing to rising awareness of oral health among consumers. The commercial segment, in terms of dental clinics, is anticipated to expand in the coming years, as growing oral health problems increases dental clinic visits of consumers. Rising number of dentists prescribing mouthwashes such as antiseptic mouthwashes to their patients drives the commercial segment.
Supermarkets/Hypermarkets segment holds a large market share
Based on distribution channels, the market is divided into pharmacies, supermarkets/hypermarkets, online stores, and others. The Supermarkets/Hypermarkets segment is estimated to drive the market during the forecast period, as a large number of consumers prefer purchasing mouthwash while shopping for other household products. The online stores segment is anticipated to expand significantly during the projected period, due to availability of many product options online, ease in purchasing, and door-step delivery services provided by online stores.
North America dominates the market
In terms of regions, the market is segmented into Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. The market in North America is estimated to register a high CAGR during the forecast period, owing to increasing prevalence of oral problems among consumers in the region. Rising standards of living and growing adoption of oral health products such as mouthwash among consumers drives the market in North America. The market in Asia Pacific is expected to expand in the coming years, owing to growing consumption of smokeless tobacco in the region. Rising consumption of sweets among consumers in the region boosts the market in Asia Pacific.
Segments
The global mouthwash market has been segmented on the basis of
Types
- Alcohol-based
- Alcohol-free
Types of Ingredients
Flavors
- Mint
- Active Salt
- Lemon
- Others
Uses
- Therapeutic {Antiseptic, Fluoride, and Herbal}
- Cosmetic
- Others
Applications
Distribution Channels
- Pharmacies
- Supermarkets/Hypermarkets
- Online Stores
- Others
Regions
- Asia Pacific
- North America
- Latin America
- Europe
- Middle East & Africa
Key Players
- Colgate-Palmolive Company
- Johnson & Johnson Services, Inc.
- Procter & Gamble
- Sanofi
- Amway Corporation
- GSK Plc
- Kao Corporation
- Waken Mouthcare
- Himalaya Wellness Company
- Caldwell Consumer Health, LLC
- Lion Corporation
- Triumph Pharmaceuticals, Inc.
- Others
Competitive Landscape
The global mouthwash market is highly competitive with the presence of key players such as Johnson & Johnson Services, Inc.; Colgate-Palmolive Company; Proctor & Gamble; Sanofi; Amway Corporation; GSK Plc; Kao Corporation; Waken Mouthcare; Himalaya Wellness Company; Caldwell Consumer Health, LLC; Lion Corporation; Triumph Pharmaceuticals, Inc.; and others, who use business strategies such as collaborations, partnerships, acquisitions, mergers, and product launches to dominate the market. For example, in February 2020, Colgate-Palmolive Company launched a line of CBD (Cannabidiol) oral care products such as toothpaste, mouthwash, and others. In October 2019, Waken Mouthcare launched its eco-friendly and vegan mouthwash range.
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