U.S. Oral Care Products Market Size, Share & Trends Analysis Report By Product (General, Beauty), By Gender (Men, Women), By Distribution Channel (Specialty Stores, Online, Hypermarkets & Supermarkets), And Segment Forecasts, 2025

The U.S. oral care products market size is anticipated to reach USD 15.71 billion by 2030 and is anticipated to expand at a CAGR of 5.6% from 2025 to 2030, according to a new report by Grand View Research, Inc. Key factors driving the market growth are the increasing prevalence of dental diseases, the aging population susceptible to dental caries, unhealthy food habits, and product innovation. Growing awareness of oral hygiene and rising per capita disposable income have fueled demand for innovative oral care products that incorporate smart technologies and teledentistry solutions. For example, in February 2023, Colgate introduced a whitening pen and a whitening kit to enhance enamel protection while supporting oral health.

At the same time, the market faces regulatory oversight from several key agencies, including the Food and Drug Administration (FDA), the Centers for Disease Control and Prevention (CDC), the Health Resources and Services Administration (HRSA), and the National Institute of Dental and Craniofacial Research (NIDCR). The FDA plays a particularly critical role by ensuring the safety and effectiveness of oral care products such as toothpaste, mouthwash, and dental devices.

According to the data published by the National Institute of Dental and Craniofacial Research, nearly 90% of adults aged 20 to 64 have experienced tooth decay. Among working-age adults, those aged 50 to 64 showed the highest prevalence, with 96% affected. Tooth decay is notably more common among current smokers compared to individuals who never smoked or quit. Accordingly, the high prevalence of dental ailments and diseases, such as tooth enamel, periodontal disease, dental caries, and dental erosion, remains a significant global health challenge, positively impacting the market.

U.S. Oral Care Products Market Report Highlights:

Toothpaste holds the largest market share due to its essential role in daily oral hygiene, widespread affordability, and easy availability through various retail channels. Its multifunctional benefits-cavity prevention, whitening, and gum care-appeal to diverse consumer needs. Adult users, in particular, drive demand as they seek solutions for common dental issues like gum disease and enamel protection.
As the elderly population grows, there is a greater emphasis on oral health maintenance to prevent age-related dental issues. This demographic shift has led to an increased demand for specialized dental floss products designed for sensitive teeth and gums, bolstering the overall growth of the dental floss market. In March 2023, Burst Oral Care launched the BURSTkids Flossables, explicitly designed for children. The floss is coated with natural wax and free from harmful chemicals such as PFAS (per- and poly-fluoroalkyl substances), BPA (bisphenol A), Teflon, artificial colors, and flavors.
Distribution through hypermarkets and supermarkets led the overall U.S. oral care product market in 2024. This is due to the wide availability of supermarkets and hypermarkets across the globe. In addition, these stores offer a range of bulk discounts that reduce the cost pressure on retail stores and consumers. Moreover, these stores are often run by corporations and institutions with immense capital, which drives growth and allows for rapid expansion. For instance, in January 2024, Lidl, a German supermarket chain, announced the opening of a Queens, New York, store. By this opening, Lidl achieved its 174th store in the U.S.

Product Code: GVR-4-68040-576-2

Chapter 1. Methodology and Scope

1.1. Market Segmentation & Scope
1.2. Market Definition
1.3. Information Procurement
- 1.3.1. Purchased Database
- 1.3.2. GVR's Internal Database
- 1.3.3. Secondary Materials & Third-Party Perspectives
- 1.3.4. Primary Research
1.4. Information Analysis
- 1.4.1. Data Analysis Models
1.5. Market Formulation & Data Visualization
1.6. Data Validation & Publishing

Chapter 2. Executive Summary

2.1. Market Snapshot
2.2. Product Outlook
2.3. Gender Outlook
2.4. Distribution Channel Outlook
2.5. Competitive Landscape Snapshot

Chapter 3. U.S. Oral Care Products Market Variables and Trends

3.1. Market Introduction
3.2. Penetration & Growth Prospect Mapping
3.3. Industry Value Chain Analysis
- 3.3.1. Raw Material trends & Outlook
3.4. Regulatory Framework
3.5. Market Dynamics
- 3.5.1. Market Driver Analysis
- 3.5.2. Market Restraint Analysis
- 3.5.3. Market Opportunities
- 3.5.4. Market Challenges
3.6. Industry Analysis Tools
- 3.6.1. Porter's Five Forces Analysis
3.7. Market Entry Strategies

Chapter 4. U.S. Oral Care Products Market: Product Estimates & Trend Analysis

4.1. U.S. Oral Care Products Market, By Product: Key Takeaways
4.2. Product Movement Analysis & Market Share, 2024 & 2030
4.3. Market Estimates & Forecasts, by Product, 2018 - 2030 (USD Million)
- 4.3.1. General Purpose Products
  - 4.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.1.1.1. Toothpaste
      - 4.3.1.1.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.1.1.2. Toothbrush
      - 4.3.1.1.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.1.1.3. Mouthwashes/Rinses
      - 4.3.1.1.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.1.1.4. Dental Floss
      - 4.3.1.1.4.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.1.1.5. Others (Tongue Cleaners, Dental Water Jets, etc.)
      - 4.3.1.1.5.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 4.3.2. Beauty Oral Care Products
  - 4.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.2.1.1. Teeth whitening products
      - 4.3.2.1.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.2.1.2. Teeth glossing products
      - 4.3.2.1.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.2.1.3. Breath freshening products
      - 4.3.2.1.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.2.1.4. Tooth polishing tools
      - 4.3.2.1.4.1. Market estimates and forecast, 2018 - 2030 (USD Million)
    - 4.3.2.1.5. Others (clear aligners, etc.)
      - 4.3.2.1.5.1. Market estimates and forecast, 2018 - 2030 (USD Million)

Chapter 5. U.S. Oral Care Products Market: Gender Estimates & Trend Analysis

5.1. U.S. Oral Care Products Market, By Gender: Key Takeaways
5.2. Gender Movement Analysis & Market Share, 2024 & 2030
5.3. Market Estimates & Forecasts, by Gender, 2018 - 2030 (USD Million)
- 5.3.1. Men
  - 5.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 5.3.2. Women
  - 5.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)

Chapter 6. U.S. Oral Care Products Market: Distribution Channel Estimates & Trend Analysis

6.1. U.S. Oral Care Products Market, By Distribution Channel: Key Takeaways
6.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2030
6.3. Market Estimates & Forecasts, by Distribution Channel, 2018 - 2030 (USD Million)
- 6.3.1. Hypermarkets & Supermarkets
  - 6.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.2. Specialty Beauty Stores
  - 6.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.3. Pharmacies & Drugstores
  - 6.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.4. Online/E-commerce
  - 6.3.4.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.5. Others (Department Stores, etc.)
  - 6.3.5.1. Market estimates and forecast, 2018 - 2030 (USD Million)

Chapter 7. U.S. Oral Care Products Market: Competitive Analysis

7.1. Recent Developments & Impact Analysis by Key Market Participants
7.2. Company Categorization
7.3. Participant's Overview
7.4. Financial Performance
7.5. Product Benchmarking
7.6. Company Market Share Analysis, 2024 (%)
7.7. Company Heat Map Analysis, 2024
7.8. Strategy Mapping
7.9. Company Profiles
- 7.9.1. Procter and Gamble Company (P&G)
  - 7.9.1.1. Company Overview
  - 7.9.1.2. Financial Performance
  - 7.9.1.3. Product Portfolios
  - 7.9.1.4. Strategic Initiatives
- 7.9.2. Colgate-Palmolive Company.
  - 7.9.2.1. Company Overview
  - 7.9.2.2. Financial Performance
  - 7.9.2.3. Product Portfolios
  - 7.9.2.4. Strategic Initiatives
- 7.9.3. Church & Dwight Co., Inc.
  - 7.9.3.1. Company Overview
  - 7.9.3.2. Financial Performance
  - 7.9.3.3. Product Portfolios
  - 7.9.3.4. Strategic Initiatives
- 7.9.4. Unilever PLC
  - 7.9.4.1. Company Overview
  - 7.9.4.2. Financial Performance
  - 7.9.4.3. Product Portfolios
  - 7.9.4.4. Strategic Initiatives
- 7.9.5. Johnson & Johnson Services, Inc.
  - 7.9.5.1. Company Overview
  - 7.9.5.2. Financial Performance
  - 7.9.5.3. Product Portfolios
  - 7.9.5.4. Strategic Initiatives
- 7.9.6. SmileDirectClub, Inc.
  - 7.9.6.1. Company Overview
  - 7.9.6.2. Financial Performance
  - 7.9.6.3. Product Portfolios
  - 7.9.6.4. Strategic Initiatives
- 7.9.7. GlaxoSmithKline plc (GSK Consumer Healthcare)
  - 7.9.7.1. Company Overview
  - 7.9.7.2. Financial Performance
  - 7.9.7.3. Product Portfolios
  - 7.9.7.4. Strategic Initiatives
- 7.9.8. Philips Oral Healthcare, Inc.
  - 7.9.8.1. Company Overview
  - 7.9.8.2. Financial Performance
  - 7.9.8.3. Product Portfolios
  - 7.9.8.4. Strategic Initiatives
- 7.9.9. Perrigo Company
  - 7.9.9.1. Company Overview
  - 7.9.9.2. Financial Performance
  - 7.9.9.3. Product Portfolios
  - 7.9.9.4. Strategic Initiatives
- 7.9.10. Dr. Brite, LLC
  - 7.9.10.1. Company Overview
  - 7.9.10.2. Financial Performance
  - 7.9.10.3. Product Portfolios
  - 7.9.10.4. Strategic Initiatives

Product Code: GVR-4-68040-576-2

List of Tables

Table 1. U.S. oral care products market: Key market driver analysis
Table 2. U.S. oral care products market: Key market restraint analysis
Table 3. U.S. oral care products market estimates & forecast, 2018 - 2030 by product (USD Million)
Table 4. U.S. general purpose oral products market estimates & forecast, 2018 - 2030 (USD Million)
Table 5. U.S. toothpaste market estimates & forecast, 2018 - 2030 (USD Million)
Table 6. U.S. toothbrush market estimates & forecast, 2018 - 2030 (USD Million)
Table 7. U.S. mouthwashes/rinses market estimates & forecast, 2018 - 2030 (USD Million)
Table 8. U.S. dental floss market estimates & forecast, 2018 - 2030 (USD Million)
Table 9. U.S. other general purpose oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Table 10. U.S. beauty oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Table 11. U.S. teeth whitening products market estimates & forecast, 2018 - 2030 (USD Million)
Table 12. U.S. teeth glossing products market estimates & forecast, 2018 - 2030 (USD Million)
Table 13. U.S. breath freshening products market estimates & forecast, 2018 - 2030 (USD Million)
Table 14. U.S. tooth polishing tools market estimates & forecast, 2018 - 2030 (USD Million)
Table 15. U.S. other beauty oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Table 16. U.S. oral care products market estimates & forecast, 2018 - 2030 by gender (USD Million)
Table 17. U.S. men's oral care product market estimates & forecast, 2018 - 2030 (USD Million)
Table 18. U.S. women's oral care product market estimates & forecast, 2018 - 2030 (USD Million)
Table 19. U.S. oral care products market estimates & forecast, 2018 - 2030 by distribution channel (USD Million)
Table 20. U.S. oral products market estimates & forecasts through hypermarkets & supermarkets, 2018 - 2030 (USD Million)
Table 21. U.S. oral products market estimates & forecasts through specialty beauty stores, 2018 - 2030 (USD Million)
Table 22. U.S. oral products market estimates & forecasts through pharmacies & drugstores, 2018 - 2030 (USD Million)
Table 23. U.S. oral products market estimates & forecasts through online/e-commerce, 2018 - 2030 (USD Million)
Table 24. U.S. oral care products market estimates and forecast through other sales channels, 2018 - 2030 (USD Million)
Table 25. Recent developments & impact analysis, by key market participants
Table 26. Company market share, 2024 (%)
Table 27. Company heat map analysis, 2024
Table 28. Companies implementing key strategies

List of Figures

Fig 1. U.S. oral care products market segmentation
Fig 2. Information procurement
Fig 3. Primary research pattern
Fig 4. Primary research approaches
Fig 5. Primary research process
Fig 6. Market snapshot
Fig 7. Segment snapshot
Fig 8. Competitive landscape Snapshot
Fig 9. Parent industry and U.S. oral care products market size, 2024 (USD Million)
Fig 10. U.S. oral care products market: Value chain analysis
Fig 11. U.S. oral care products market: Dynamics
Fig 12. U.S. oral care products market: Porter's five forces analysis
Fig 13. U.S. oral care products market, Product: Key takeaways
Fig 14. U.S. oral care products market: Product movement analysis, 2024 & 2030 (%)
Fig 15. General purpose oral products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 16. U.S. toothpaste market estimates & forecast, 2018 - 2030 (USD Million)
Fig 17. U.S. toothbrush market estimates & forecast, 2018 - 2030 (USD Million)
Fig 18. U.S. mouthwashes/rinses market estimates & forecast, 2018 - 2030 (USD Million)
Fig 19. U.S. dental floss market estimates & forecast, 2018 - 2030 (USD Million)
Fig 20. U.S. other general purpose oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 21. U.S. beauty oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 22. U.S. teeth whitening products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 23. U.S. teeth glossing products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 24. U.S. breath freshening products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 25. U.S. tooth polishing tools market estimates & forecast, 2018 - 2030 (USD Million)
Fig 26. U.S. other beauty oral care products market estimates & forecast, 2018 - 2030 (USD Million)
Fig 27. U.S. oral care products market, Gender: Key takeaways
Fig 28. U.S. men's oral care product market estimates & forecast, 2018 - 2030 (USD Million)
Fig 29. U.S. women's oral care product market estimates & forecast, 2018 - 2030 (USD Million)
Fig 30. U.S. oral care products market, Distribution channel: Key takeaways
Fig 31. U.S. oral care products market: Distribution channel movement analysis, 2024 & 2030 (%)
Fig 32. U.S. oral products market estimates & forecasts through hypermarkets & supermarkets, 2018 - 2030 (USD Million)
Fig 33. U.S. oral products market estimates & forecasts through specialty beauty stores, 2018 - 2030 (USD Million)
Fig 34. U.S. oral products market estimates & forecasts through pharmacies & drugstores, 2018 - 2030 (USD Million)
Fig 35. U.S. oral products market estimates & forecasts through online/e-commerce, 2018 - 2030 (USD Million)
Fig 36. U.S. oral care products market estimates and forecast through other sales channels, 2018 - 2030 (USD Million)
Fig 37. Key company categorization
Fig 38. Company market share analysis, 2024
Fig 39. The strategic framework of the U.S. oral care products market

U.S. Oral Care Products Market Size, Share & Trends Analysis Report By Product (General, Beauty), By Gender (Men, Women), By Distribution Channel (Specialty Stores, Online, Hypermarkets & Supermarkets), And Segment Forecasts, 2025 - 2030

Description

Table of Contents

List of Tables

U.S. Oral Care Products Market Growth & Trends:

U.S. Oral Care Products Market Report Highlights:

Table of Contents

Chapter 1. Methodology and Scope

Chapter 2. Executive Summary

Chapter 3. U.S. Oral Care Products Market Variables and Trends

Chapter 4. U.S. Oral Care Products Market: Product Estimates & Trend Analysis

Chapter 5. U.S. Oral Care Products Market: Gender Estimates & Trend Analysis

Chapter 6. U.S. Oral Care Products Market: Distribution Channel Estimates & Trend Analysis

Chapter 7. U.S. Oral Care Products Market: Competitive Analysis

List of Tables

List of Figures