United States Oral Care Market, By Product Type, By Sales Channel, By Region, Competition, Forecast & Opportunities, 2020-2030F

The United States Oral Care Market was valued at USD 10.03 billion in 2024 and is projected to reach USD 13.02 billion by 2030, growing at a CAGR of 4.50% during the forecast period. The market is undergoing rapid transformation, driven by technological innovation and evolving consumer preferences. Smart oral care devices, such as AI-enabled toothbrushes and pressure-sensing tools, are gaining traction as consumers seek personalized oral hygiene solutions. Sustainability is also influencing product development, with companies like Unilever and Henkel introducing recyclable packaging. In parallel, a growing interest in the oral microbiome has spurred the creation of products that support a healthy bacterial balance in the mouth. These developments signal a shift toward health-centric and eco-conscious oral care offerings, fostering innovation across product categories such as toothpaste, toothbrushes, and mouthwash.

Key Market Drivers

Rising Consumer Awareness of Oral Health

Growing public awareness regarding the link between oral hygiene and overall well-being is a major driver in the U.S. oral care market. Consumers are increasingly aware that good oral health can prevent not just dental problems like cavities and gum disease but also systemic issues such as cardiovascular disease and diabetes. This heightened awareness is encouraging the use of preventive care products such as fluoride-enriched toothpaste, mouth rinses, and electric toothbrushes. More consumers are also adopting comprehensive oral care routines, investing in higher-quality products that support long-term health outcomes. The market is therefore witnessing greater demand for solutions that go beyond aesthetics, focusing on holistic health and disease prevention.

Key Market Challenges

High Cost and Limited Insurance Coverage

Affordability remains a key hurdle in the U.S. oral care landscape. Many dental procedures are costly, and insurance coverage is often limited, especially for advanced treatments. For middle- and low-income populations, high out-of-pocket expenses deter routine dental visits and necessary treatments. Cuts to programs like Medicaid could further restrict access to dental services for vulnerable groups such as seniors and economically disadvantaged families. These financial constraints limit the uptake of oral care services and can result in long-term health consequences due to untreated conditions. Addressing cost-related barriers will be essential for expanding access and driving more inclusive market growth.

Key Market Trends

Integration of Smart Technology in Oral Care

Smart technology is reshaping the oral care experience, with brands like Oral-B and Philips Sonicare leading innovation in connected toothbrushes that track brushing habits, offer personalized feedback, and promote optimal oral hygiene. These devices integrate sensors, pressure monitors, and Bluetooth connectivity to ensure proper brushing techniques and enhance user engagement. Colgate-Palmolive is also developing smart toothbrush models with optimized bristle designs and built-in toothpaste dispensers. This trend reflects rising consumer interest in wellness tools that deliver measurable results and tailored experiences. As digital health tools become more mainstream, the adoption of tech-enabled oral care products is expected to continue rising.

Key Market Players

• The Procter & Gamble Company
• Unilever Inc.
• Colgate-Palmolive Company
• Glaxo Smith Kline LLC
• Johnson & Johnson Consumer Inc.
• Church & Dwight Co.
• LG Corporation
• Lion Corporation
• Koninklijke Philips N.V.
• Henkel AG & Co. KGaA

Report Scope:

In this report, the United States Oral Care Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

United States Oral Care Market, By Product Type:

• Toothpaste
• Toothbrush
• Mouth Wash
• Dental Accessories/Ancillaries

United States Oral Care Market, By Sales Channel:

• Hypermarket/Supermarket
• Departmental Stores
• Retail Pharmacies
• Dental Dispensaries
• Online
• Others

United States Oral Care Market, By Region:

• South
• West
• Midwest
• Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the United States Oral Care Market.

Available Customizations:

United States Oral Care Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).