How big is the Toothpaste Market | Industry Trends & Analysis 2025

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Code: MTA9418

Publication Date: Sep 2025

What is the size of Toothpaste Market?

According to 6Wresearch internal database and industry insights, the Global Toothpaste Market was valued at USD 22.7 Billion in 2024 and is expected to reach USD 30.4 Billion by 2031, growing at a compound annual growth rate of 4.70% during the forecast period (2025-2031).

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A primary driver of growth is the increasing demand for oral hygiene products, growing acceptance of herbal and natural products, and continuous product development with whitening, sensitivity relief, and multiple benefits addressing differing consumer desires.

Growth Factors for Toothpaste Industry

A strong focus on oral health is driving ongoing demand and purchasing toothpaste consistently.
A greater preference for herbal and natural products is affecting purchasing decisions.
The product range has expanded to include whitening and sensitivity solutions, with an expansion in acceptance and use of these products.
Rising disposable income has enabled consumers to seek premium products for their oral health.
Increased penetration of retail and e-commerce is making these products more readily available to consumers.

Toothpaste Market Trends

The trends in the toothpaste market point to a growth in consumer purchases and preference for natural and herbal products, free from fluoride and other artificial additives. Premium products based on more defensive characteristics, such as gum care, enamel protection, and toothpaste varieties, are expanding in the market. The use of sustainable packaging of recyclable tubes is also emerging. Digital advertising and a dentist recommendation are driving purchasing decisions, and subscription services are ultimately providing high regular customers value and convenience in supply adequacy.

Emerging Developments in the Toothpaste Market

The toothpaste market developments show increased focus on eco-friendly packaging innovations, including recyclable and biodegradable tubes. Companies are investing in advanced formulations with probiotics and charcoal for enhanced oral care benefits. Personalized toothpaste solutions targeting specific consumer needs are emerging as a niche segment. Manufacturers are also leveraging digital technologies for consumer engagement, offering subscription-based models, and introducing travel-friendly and water-efficient formats to enhance convenience and broaden market reach.