INDUSTRIES & MARKETS

Oral care market

 Table of Contents

01 Global overview Total net sales of Colgate-Palmolive worldwide from 2011 to 2023 21
Revenue of Colgate-Palmolive's personal and home care segment by world region 2023 22
Revenue of the oral care industry worldwide 2018-2028 03
GSK's revenue 2006-2023 23
Revenue growth of oral care worldwide 2019-2028 04
GSK's revenue by division 2006-2023 24
Revenue per capita of oral care worldwide 2018-2028 05
Net sales of Church & Dwight worldwide 2009-2023 25
Oral care market revenue in leading countries worldwide 2023 06
Net sales share of Church & Dwight worldwide 2011-2023, by product segment 26
Most chosen health & beauty brands worldwide 2022, by consumer reach points 07
Unilever: revenue worldwide 2007-2023 27
Brand value of the leading personal care brands worldwide 2023 08
Revenue of the Unilever Group worldwide 2023, by product segment 28

02 U.S. market
Revenue of the oral care industry in the U.S. 2015-2028 10
Revenue growth of oral care in the U.S. 2019-2028 11
Revenue per capita of oral care in the U.S. 2018-2028 12
Health and personal care store sales in the U.S. 1992-2023 13
Leading toothpaste vendors in the U.S. 2021, based on sales 14
U.S. oral care products' unit sales by category 2023 15
U.S. oral care products' dollar sales by category 2023 16
U.S. oral care products' price per unit by category 2022 17

03 Leading companies
Procter & Gamble's net sales worldwide 2012-2023 19
Procter & Gamble's net sales worldwide 2014-2023, by business segment 20

1
CHAPTER 01

Global overview
 Revenue of the oral care market worldwide from 2018 to 2028 (in million
U.S. dollars)
Revenue of the oral care industry worldwide 2018-2028

70,000

58,938.2 60,141.58
60,000 56,746.09
54,785.53
53,142.57
51,454.01
Revenue in million U.S. dollars

48,504.75 48,602.89
50,000 46,199.95 45,881.89
45,714.86

40,000

30,000

20,000

10,000

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

3 Description: The global revenue in the 'Oral Care' segment of the beauty & personal care market was forecast to continuously increase between 2024 and 2028 by in total 7 billion U.S. dollars (+13.17 percent). After the eighth consecutive increasing year, the indicator
is estimated to reach 60.1 billion U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue growth of the oral care market worldwide from 2019 to 2028
Revenue growth of oral care worldwide 2019-2028

7%

5.72% 5.87%
6%

5%
Revenue growth in percent

3.86%
4% 3.58%
3.28%
3.09%
3%
2.04%
2%
1.06%
1%
0.2%
0%

-1% -0.69%

-2%
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

4 Description: The global revenue change in the 'Oral Care' segment of the beauty & personal care market was forecast to decrease between 2024 and 2028 by in total 1.2 percentage points. This overall decrease does not happen continuously, notably not in 2026 and
2027. The indicator is estimated to amount to 2.04 percent in 2028. Read more
Note(s): Worldwide; 2019 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue per capita of the oral care market worldwide from 2018 to 2028
(in U.S. dollars)
Revenue per capita of oral care worldwide 2018-2028

8
7.43 7.52
7.21
6.86 7.01
7 6.7
6.41 6.38
6.21 6.21 6.11
Per capita revenue in U.S. dollars

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

5 Description: The global average revenue per capita in the 'Oral Care' segment of the beauty & personal care market was forecast to continuously increase between 2024 and 2028 by in total 0.7 U.S. dollars (+10.2 percent). After the sixth consecutive increasing year,
the indicator is estimated to reach 7.52 U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue of the oral care market in leading countries worldwide in 2023 (in
million U.S. dollars)
Oral care market revenue in leading countries worldwide 2023

12,000

9,828.97
10,000
Revenue in million U.S. dollars

8,000

5,987.46
6,000

4,000
3,017.6
2,178.4
1,824.59 1,797.56 1,635.19
2,000 1,438.32 1,413.91
968.35

0
United States China Japan Brazil India Germany United Italy France Canada
Kingdom

6 Description: Comparing the ten selected regions regarding the revenue in the 'Oral Care' segment of the beauty & personal care market, the United States is leading the ranking (9.8 billion U.S. dollars) and is followed by China with 6 billion U.S. dollars. At the other end
of the spectrum is Canada with 968.35 million U.S. dollars, indicating a difference of 8.9 billion U.S. dollars to the United States. Read more
Note(s): United States; Jan 1st to Dec 31st 2023
Source(s): Statista; Statista Consumer Market Insights
 Leading health and beauty brands ranked by consumer reach points
worldwide in 2022 (in millions)
Most chosen health & beauty brands worldwide 2022, by consumer reach points

Consumer reach points* in millions

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Colgate 4,298

Lifebuoy 2,373

Sunsilk|Sedal|Seda 2,334

Dove 1,933

Lux 1,710

Head & Shoulders 1,118

Close-Up 1,071

Pepsodent 1,048

Dettol 993

Nivea 915

Pantene 807

Pond's 778

Palmolive 748

Safeguard | Escudo 690

Rexona 669

7 Description: This statistic presents the twenty leading health and beauty brands ranked by consumer reach points (a measure of brand penetration and consumer choice) worldwide in 2022. That year, Colgate was the leading brand for health and beauty, with
approximately 4.3 billion consumer reach points. Lifebuoy and Sunsilk ranked in second and third place, both with over two billion consumer reach points. Read more
Note(s): Worldwide; 2022; * Consumer reach points are a metric used to measure which brands shoppers are choosing to buy and why. It is calculated by looking at three main indicators: 1. Population: the number of households in a country. 2. [...] Read more
Source(s): Kantar Worldpanel
 Brand value of the leading personal care brands worldwide in 2023 (in
million U.S. dollars)
Brand value of the leading personal care brands worldwide 2023

Brand value in million U.S. dollars

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

L'Oréal Paris 38,084

Lancôme (L'Oréal) 19,400

Colgate (Colgate-Palmolive) 18,360

Pampers (Procter & Gamble) 17,376

Gillette (Procter & Gamble Co.) 13,577

Brand (Company)

Estée Lauder 11,476

Garnier (L'Oréal) 9,617

Clinique (Estée Lauder) 8,995

Dove (Unilever) 6,453

Huggies (Kimberly-Clark) 6,151

Nivea (Beiersdorf) 6,108

Maybelline (L'Oréal) 5,308

Pantene Pro-V (Procter & Gamble) 5,016

Shiseido 4,951

Olay (Procter & Gamble) 4,550

8 Description: This statistic depicts the brand value of the leading personal care brands worldwide in 2023. In that year, the value of the Clinique brand amounted to about nearly nine billion U.S. dollars. Read more
Note(s): Worldwide; 2023
Source(s): BrandZ; Kantar
CHAPTER 02

U.S. market
 Revenue of the oral care market in the United States from 2015 to 2028 (in
million U.S. dollars)
Revenue of the oral care industry in the U.S. 2015-2028

12,000

10,000
Revenue in million U.S. dollars

8,000

6,000

4,000

2,000

0
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

10 Description: The revenue in the 'Oral Care' segment of the beauty & personal care market in the United States was forecast to continuously increase between 2023 and 2028 by in total 1.2 billion U.S. dollars (+12.64 percent). After the thirteenth consecutive increasing
year, the indicator is estimated to reach 11.1 billion U.S. dollars and therefore a new peak in 2028. Notably, the revenue of the 'Oral Care' segment of the beauty & personal care market was continuously increasing over the past years. Read more
Note(s): United States; 2015 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue growth of the oral care market in the United States from 2019 to
2028
Revenue growth of oral care in the U.S. 2019-2028

4.5

4.0 3.88

3.5
Revenue growth in percent

3.0 2.9

2.47 2.5 2.51 2.47 2.46 2.51

2.5
2.1
2.0

1.5

1.0
0.52
0.5

0.0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

11 Description: The revenue change in the 'Oral Care' segment of the beauty & personal care market in the United States was forecast to decrease between 2024 and 2028 by in total 0.4 percentage points. This overall decrease does not happen continuously, notably not
in 2027. The indicator is estimated to amount to 2.1 percent in 2028. Read more
Note(s): United States; 2019 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Revenue per capita of the oral care market in the United States from 2018
to 2028 (in U.S. dollars)
Revenue per capita of oral care in the U.S. 2018-2028

35
31.24 31.74
30.05 30.63
28.91 29.48
30 27.97
26.7 26.71 27.29
26.22
25
Revenue in U.S. dollars

20

15

10

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

12 Description: The average revenue per capita in the 'Oral Care' segment of the beauty & personal care market in the United States was forecast to continuously increase between 2024 and 2028 by in total 2.3 U.S. dollars (+7.8 percent). After the tenth consecutive
increasing year, the indicator is estimated to reach 31.74 U.S. dollars and therefore a new peak in 2028. Notably, the average revenue per capita of the 'Oral Care' segment of the beauty & personal care market was continuously increasing over the [...] Read more
Note(s): United States; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Health and personal care store sales in the United States from 1992 to
2023 (in billion U.S. dollars)
Health and personal care store sales in the U.S. 1992-2023

500

450

400
Sales in billion U.S. dollars

350

300

250

200

150

100

50
92

93

94

95

96

97

98

99

00

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

18

19

20

21

22

23
19

19

19

19

19

19

19

19

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Year

13 Description: This timeline depicts health and personal care store sales in the United States from 1992 to 2023. In 2023, U.S. health and personal care store sales amounted to about 435 billion U.S. dollars, up from the previous year's figure of about 400 billion U.S.
dollars. Read more
Note(s): United States; 1992 to 2023
Source(s): US Census Bureau
 Leading toothpaste manufacturers in the United States in 2021, based on
sales (in million U.S. dollars)
Leading toothpaste vendors in the U.S. 2021, based on sales

Million U.S. dollars

0 200 400 600 800 1,000 1,200

Procter & Gamble 1,130.38

Colgate Palmolive 973.37

GlaxoSmithKline Cons. Healthcare 745.39

Church & Dwight 139.45

Toms Of Maine 76.47

14 Description: The statistic shows the leading toothpaste vendors in the United States in 2021, based on sales. For the 52 weeks ended September 5, 2021, Procter & Gamble was the leading U.S. toothpaste vendor with sales of over one billion U.S. dollars. Total sales of
U.S. toothpaste amounted to about 3.19 billion U.S. dollars in that period. Read more
Note(s): United States; 52 weeks ended September 5, 2021
Source(s): Happi Magazine; IRI
 Unit sales of oral care products in the United States in 2023, by category
(in million units)
U.S. oral care products' unit sales by category 2023

Sales in million units

0 100 200 300 400 500 600 700 800

Toothpaste 744.56

Dental accessories 557.43

Mouthwash/Dental rinse 309.74

15 Description: In 2023, unit sales of toothpaste in the United States amounted to about 745 million units. Dental accessories were the second most popular product, with nearly 558 million unit sales. Read more
Note(s): United States; 2023
Source(s): Circana; Happi Magazine
 Dollar sales of oral care products in the United States in 2023, by category
(in million U.S. dollars)
U.S. oral care products' dollar sales by category 2023

Dollar sales in million U.S. dollars

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

Toothpaste 3,927.7

Dental accessories 3,194.56

Mouthwash/Dental rinse 1,821.66

16 Description: This statistic depicts the dollar sales of oral care products in the U.S. in 2023, by category. In that year, dollar sales of toothpaste in the United States amounted to over 3.9 billion U.S. dollars. Read more
Note(s): United States; 2023
Source(s): Circana; Happi Magazine
 Price per unit of oral care products in the United States in 2022, by
category (in U.S. dollars)
U.S. oral care products' price per unit by category 2022

Price per unit in U.S. dollars

0 1 2 3 4 5 6

Toothbrush/Dental accessories 5.49

Mouthwash 5.29

Toothpaste 4.8

17 Description: In 2022, the average price per unit of toothpaste in the United States amounted to nearly five U.S. dollars. That year, toothbrushes and dental accessories were the oral care product with the highest price per unit, adding up to about 5.5 U.S. dollars. Read
more
Note(s): United States; 52 weeks ended August 7, 2022
Source(s): Happi Magazine; IRI
CHAPTER 03

Leading companies
 Procter & Gamble's net sales worldwide from 2012 to 2023 (in billion U.S.
dollars)
Procter & Gamble's net sales worldwide 2012-2023

90
82
80.19
80 76.12
73.1 73.9 74.4
70.7 70.95
70 66.8 67.7
65.3 65.1
Net sales in billion U.S. dollars

60

50

40

30

20

10

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

19 Description: This timeline shows Procter & Gamble's net sales worldwide from 2012 to 2023. In 2023, its global net sales amounted to about 82 billion U.S. dollars. Read more
Note(s): Worldwide; 2012 to 2023
Source(s): Procter & Gamble
 Procter & Gamble's net sales worldwide from 2014 to 2023, by business
segment (in million U.S. dollars)
Procter & Gamble's net sales worldwide 2014-2023, by business segment

Fabric care and home care Beauty Baby, feminine and family care Health care Grooming Corporate*
90,000

80,000

70,000
Net sales in million U.S. dollars

60,000

50,000

40,000

30,000

20,000

10,000

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

20 Description: This statistic depicts Procter & Gamble's net sales worldwide from 2014 to 2023, by business segment. In 2023, the global net sales of Procter & Gamble's health care segment amounted to about 11.2 billion U.S. dollars. Read more
Note(s): Worldwide; 2014 to 2023; *The source specifies that the Corporate segment includes operating and non-operating activities that are not reflected in the operating results used internally to measure and evaluate the businesses, as well as [...] Read more
Source(s): Procter & Gamble
 Total net sales of Colgate-Palmolive worldwide from 2011 to 2023 (in
million U.S. dollars)
Total net sales of Colgate-Palmolive worldwide from 2011 to 2023

Personal and home care net sales Pet nutrition net sales Total net sales
25,000

20,000
Revenue in million U.S. dollars

15,000

10,000

5,000

0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

21 Description: The statistic shows the net sales worldwide of Colgate-Palmolive's oral, personal and home care segment and the pet nutrition segment, as well as combined total net sales, from 2011 to 2023. In 2023, the total net sales generated worldwide by Colgate-
Palmolive was 19.5 billion U.S. dollars. Read more
Note(s): Worldwide; 2011 to 2023
Source(s): Colgate-Palmolive
 Revenue of Colgate-Palmolive's oral, personal and home care segment
from 2011 to 2023, by region (in million U.S. dollars)
Revenue of Colgate-Palmolive's personal and home care segment by world region 2023

Region 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
North America 2878 2971 3072 3124 3149 3183 3117 3348 3424 3741 3694 3816
Latin America 4895 5032 5012 4769 4327 3650 3887 3605 3606 3418 3663 3982
Europe 3508 3417 3396 3406 2870 2342 2394 2502 2450 2747 2841 2548
Asia Pacific 2074 2264 2472 2515 2478 2796 2781 2734 2707 2701 2867 2826
Africa/Eurasia 1207 1241 1257 1208 998 960 983 967 981 981 1045 1082
Global total 14562 14925 15209 15022 13822 12931 13162 13156 13168 13588 14110 14254

22 Description: The statistic shows the revenue of Colgate-Palmolive's oral, personal and home care segment by world region from 2011 to 2023. In 2023, the revenue generated by Colgate-Palmolive's oral, personal and home care segment in Latin America was 4.64
billion U.S. dollars. Read more
Note(s): Worldwide; 2011 to 2023
Source(s): Colgate-Palmolive
 GSK's revenue from 2006 to 2023 (in million British pounds)
GSK's revenue 2006-2023

40,000

35,000 33,754 34,099 34,114

30,186 30,821 30,328

29,324
Revenue in million British pounds

30,000 28,368 28,392 27,889

27,387
26,431 26,505
24,350 23,923
25,000 23,230 22,720 23,006

20,000

15,000

10,000

5,000

0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022* 2023

23 Description: This statistic depicts the revenue of pharmaceutical company GSK (GlaxoSmithKline) from 2006 to 2023. GlaxoSmithKline plc is one of the leading pharmaceutical companies worldwide. The multinational company is headquartered in London, UK. In 2023,
the company generated a total of some 30.3 billion British pounds of revenue, compared to 29.3 billion in 2022. The lower revenue figure reflects the demerger of GSK's Consumer Healthcare business in mid-2022. Read more
Note(s): Worldwide
Source(s): GlaxoSmithKline
 GSK's revenue from 2006 to 2023, by division (in million British pounds)
GSK's revenue by division 2006-2023

Pharmaceuticals and Vaccines Consumer Healthcare Specialty Medicines** General Medicines** Vaccines**
30,000

24,711
25,000 23,653 23,284 24,038 24,507
23,163
Revenue in million British pounds

21,894 22,436
20,381 20,645 20,743 20,696
20,013
20,000 19,163 18,597
17,813

15,000
11,269
10,033 9,607 10,118 10,244
10,220
9,864
10,000 8,995
7,750 7,658 7,937
7,193
6,038
5,108 5,403
4,715 4,731 4,713 4,322
5,000 3,212 3,553 3,971

0
2006 2007 2008 2009 2010 2011 2012* 2013* 2014* 2015* 2016* 2017 2018 2019 2020 2021 2022** 2023

24 Description: This statistic shows the revenue of pharmaceutical company GSK (GlaxoSmithKline) from 2006 to 2023, sorted by division. GSK plc is one of the largest pharmaceutical companies worldwide. The multinational company is headquartered in London, UK. In
2023, the company generated revenues of some 10.2 billion British pounds with specialty medicines. During 2022, the company spun-off its Consumer Healthcare business, focusing on pharmaceuticals and R&D. In the course of the spin-off, [...] Read more
Note(s): Worldwide
Source(s): GlaxoSmithKline
 Net sales of Church & Dwight worldwide from 2009 to 2023 (in million U.S.
dollars)
Net sales of Church & Dwight worldwide 2009-2023

7,000

5,867.9
6,000
5,375.6
5,190.1
Net sales in million U.S. dollars

4,895.8
5,000
4,357.7
4,145.9
4,000 3,776.2
3,394.8 3,493.1
3,194.3 3,297.6
2,921.9
3,000 2,749.3
2,520.9 2,589.2

2,000

1,000

0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

25 Description: This statistic depicts the net sales of Church & Dwight worldwide from 2009 to 2023. In 2023, Church & Dwight's global net sales amounted to approximately 5.9 billion U.S. dollars. Read more
Note(s): Worldwide; 2009 to 2023
Source(s): Church & Dwight
 Net sales share of Church & Dwight worldwide from 2011 to 2023, by
product segment
Net sales share of Church & Dwight worldwide 2011-2023, by product segment

Household products Personal care products Consumer International Specialty products

120%

100%
9% 9% 8% 9% 9% 8% 8% 7% 7% 6% 6% 6% 5%

15% 16% 17% 17% 17% 18% 17% 17%

19% 17% 17% 16% 15%
80%
Net sales share

60% 25% 26% 30% 30% 31% 31% 32% 34% 34% 35% 35% 36%
35%

40%

47% 48% 45% 45% 45% 46% 44%

20% 42% 42% 42% 41% 42% 42%

0%
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

26 Description: This statistic depicts the net sales share of Church & Dwight worldwide from 2011 to 2023. In 2023, the household products segment of Church & Dwight made up 42 percent of the company's sales share. Read more
Note(s): Worldwide; 2011 to 2023
Source(s): Church & Dwight
 Revenue of Unilever Group worldwide from 2007 to 2023 (in million euros)
Unilever: revenue worldwide 2007-2023

70,000

60,073 59,604
60,000
53,272 52,713 53,715 52,444
51,324 50,982 51,980 50,724
49,797
50,000 48,436
46,467
Revenue in million euros

44,262
40,187 40,523 39,823
40,000

30,000

20,000

10,000

0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

27 Description: In 2023, the global revenue generated by the Unilever Group amounted to approximately 60 billion euros, marking a slight decrease compared to the previous year. Read more
Note(s): Worldwide; 2007 to 2023
Source(s): Unilever
 Global revenue of the Unilever Group in 2023, by product segment (in
billion euros)
Revenue of the Unilever Group worldwide 2023, by product segment

16

14

12
Revenue in billion euros

10

8
13.83 13.2
6 12.47 12.18

4 7.9

0
Beauty & wellbeing Personal care Home care Nutrition Ice cream
Product segment

28 Description: In 2023, the global revenue generated by the Unilever Group's personal care product segment added up to about 13.8 billion euros. Read more
Note(s): Worldwide; 2010 to 2023
Source(s): Unilever
 Sources

BrandZ
Church & Dwight
Circana
Colgate-Palmolive
GlaxoSmithKline
Happi Magazine
IRI
Kantar
Kantar Worldpanel
Procter & Gamble
Statista
Statista Consumer Insights
Statista Consumer Market Insights
Unilever
US Census Bureau

29