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The mouthwash market size is forecast to increase by USD 2.44 billion at a CAGR of 7.62% between 2023 and 2028. The market is witnessing significant growth, driven by innovation and portfolio expansion strategies adopted by key players. The increasing popularity of private-label brands is posing a challenge to established brands, as these offer cost-effective alternatives to consumers. Additionally, the availability of counterfeit products in the market is degrading brand value and undermining consumer trust. To counteract these challenges, market participants are focusing on product differentiation and enhancing their brand image through marketing campaigns and partnerships with influencers. The market is expected to grow steadily, with a focus on sustainable and natural product offerings catering to evolving consumer preferences.
The global market is witnessing significant growth due to the increasing awareness about oral hygiene and dental care. Mouthwash is an essential dental care product used to freshen breath, prevent dental diseases, and maintain oral health. Oral diseases such as cavities, bacterial infections, periodontitis, gingivitis, mouth ulcers, and tooth decay are common dental health problems addressed by mouthwash. Mouthwash plays a crucial role in preventing halitosis (bad breath) and dental plaque build-up, thus reducing the risk of tooth loss and various medical conditions like diabetes.
Furthermore, dental practitioners recommend mouthwash as part of home-based oral care routines for both adults and children. Toothpaste and mouthwash are popular toiletries found in hotels, and the demand for mouthwash is increasing due to its cosmetic benefits, such as leaving a fresh and clean mouth. Fluoride and chlorhexidine are common active ingredients in mouthwash, providing additional protection against tooth decay and bacterial infections. Mouthwash is not only used for personal oral health but also plays a role in children's dental care, addressing dental caries and oral diseases. The market is expected to grow further due to the increasing prevalence of oral diseases and the rising demand for effective dental care solutions.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for 2024-2028 and historical data from 2018 - 2022 for the following segments.
The offline segment is estimated to witness significant growth during the forecast period. The market is witnessing significant growth due to the increasing awareness about oral hygiene and the prevention of dental health problems such as cavities, gum disease, and halitosis. Oral gels, antiseptics, and cosmetics mouthwashes are popular choices for consumers seeking fresh breath and the prevention of bacterial infections. Natural extracts and plant-based ingredients, including mint fresh tea, natural lemon, herbs, fruit, and gum, are gaining popularity in herbal mouthwashes. Modern trade channels, including hypermarkets, supermarkets, department stores, drug stores, and pharmacies, dominate the market. The expansion of business activities and the rise in the number of these retail formats have boosted sales, contributing to market growth.
Furthermore, key retailers are major contributors to the offline distribution channel. However, the preference for online shopping is on the rise, leading to a gradual decline in the revenue of the offline distribution channel. Despite this trend, offline retail formats remain popular due to their accessibility and the availability of attractive discounts and offers. Oral diseases, including dental caries, periodontitis, bacterial endocarditis, and atherosclerosis, are significant health concerns, driving the demand for dental care products. Dental practitioners and home-based oral care continue to play a crucial role in promoting oral health and driving market growth.
Moreover, alcohol-containing mouthwashes, which include ethanol and chlorhexidine, are effective in killing bacteria but can cause dry mouth, a common side effect. Natural mouthwashes, which do not contain alcohol, are gaining popularity due to their milder effects and potential health benefits. The market for mouthwashes is expected to continue growing due to increasing consumer awareness and the availability of a wide range of products catering to various consumer preferences.
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The Offline segment was valued at USD 3.78 billion in 2018 and showed a gradual increase during the forecast period.
North America is estimated to contribute 31% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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Mouthwash is a popular oral hygiene product used to freshen breath, reduce dental plaque, and prevent tooth decay. Tooth loss, a consequence of tooth decay and dental plaque, can be mitigated with regular use of mouthwash. Two common active ingredients are Cetylpyridinium chloride and Chlorhexidine digluconate, which inhibit bacterial growth. Sodium saccharin provides a mint flavor, making the experience more pleasant. Perfora and Probiotic mouthwash offer additional benefits, such as strengthening tooth enamel and promoting oral health through beneficial bacteria. Fly Mouthwash targets bad breath, while other varieties cater to medical conditions like diabetes, offering a cosmetic or therapeutic solution.
Furthermore, mint flavor is a common choice for its refreshing effect, but natural alternatives exist for those preferring synthetic-free options. Mouthwash is readily available in e-commerce, supermarkets, and retail stores. Its use is not limited to homes; hotels provide it for guests, and children's dental care includes mouthwash as part of their oral hygiene routine. Meat consumption and sweet consuming traditions can increase oral problems, making mouthwash an essential tool in maintaining oral health. Smokeless tobacco use also increases the risk of oral health issues, further emphasizing the importance of mouthwash.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Innovation and portfolio expansion is the key driver of the market. The global market is experiencing significant growth due to the increasing emphasis on oral hygiene and the introduction of innovative dental care products. Vendors are expanding their portfolios by launching mouthwash variants with unique flavors and additional benefits. For instance, Johnson and Johnson Services, through its brand Listerine, offers a range of mouthwash products such as Original Listerine Antiseptic Mouthwash, Listerine Ultraclean Fresh Citrus Mouthwash, and Listerine Naturals with Fluoride Herbal Mint Anticavity Mouthwash. While innovation opportunities are somewhat limited in the market, manufacturers continue to invest in research and development to introduce new product variants. For example, in April 2024, Johnson and Johnson Services launched the OCH-TUNE brand, which allows consumers to personalize their oral care routine based on their style.
Furthermore, oral diseases, including cavities, gum disease, halitosis, mouth ulcers, gingivitis, periodontitis, bacterial endocarditis, and atherosclerosis, are major health concerns, making mouthwash an essential component of dental health. Mouthwash helps to kill bacteria, provide fresh breath, and prevent dental caries. It also aids in the treatment of oral diseases such as periodontitis and gingivitis. Mouthwash comes in various forms, including antiseptics, oral gels, herbal mouthwashes, and cosmetics. Commonly used ingredients include fluoride, chlorhexidine, ethanol, herbal extracts, and fruit and gum flavors. Mouthwash is available at modern trade channels such as drugstores, pharmacies, hypermarkets, and convenience stores.
The growing popularity of private-label brands is the upcoming trend in the market. The global market is experiencing notable growth due to the increasing emphasis on oral hygiene and the rising demand for dental care products. Mouthwash is an essential oral care solution for addressing various dental health issues, including cavities, gum diseases such as gingivitis and periodontitis, halitosis, mouth ulcers, and bacterial infections. Consumers are increasingly seeking mouthwash options that offer fresh breath, natural ingredients, and alcohol-free alternatives. Retailers, including modern trade channels like Walgreens Co. And Alibaba, are capitalizing on this trend by introducing private-label mouthwash products. These products cater to price-sensitive consumers, offering lower prices than branded alternatives.
Furthermore, the market is expected to expand further due to the growing awareness of oral diseases and the need for specific oral care solutions. Natural ingredients, such as herbs, fruit and gum extracts, and plant extracts, are gaining popularity in herbal mouthwash products. Moreover, concerns regarding the potential side effects of alcohol-containing mouthwashes, such as ethanol and chlorhexidine, are driving the demand for alcohol-free options. Dental health problems, including dental caries and bacterial endocarditis, can be prevented and treated effectively with regular use of mouthwash. Home-based oral care is becoming increasingly popular, making convenience stores an essential distribution channel for mouthwash products. Overall, the mouthwash market is poised for significant growth, driven by consumer preferences, awareness, and the expanding distribution network.
The availability of counterfeit products degrading brand value is a key challenge affecting the market growth. The global market caters to the demand for oral hygiene products that help prevent dental caries and gum diseases such as gingivitis and periodontitis and provide fresh breath. Mouthwash, a vital dental care product, plays a significant role in combating bacterial infections, including halitosis and mouth ulcers, caused by poor oral health. The market offers a wide range of products, including antiseptics, oral gels, and herbal mouthwashes, which incorporate active ingredients like fluoride, chlorhexidine, and herbal extracts. Counterfeit mouthwash products pose a major challenge to market growth. These imitations not only deceive consumers by mimicking original packaging but also compromise dental health.
Furthermore, the packaging of counterfeit mouthwashes lacks safety guidelines and checks, potentially leading to dental health problems such as bacterial endocarditis and atherosclerosis. Consumers often find it difficult to distinguish between original and fake products, which can adversely impact a company's brand value and consumer base. Modern trade channels, including drugstores, pharmacies, hypermarkets, and convenience stores, dominate the market landscape. However, home-based oral care is gaining popularity due to the convenience and affordability it offers. The market is expected to witness significant growth due to the increasing awareness of oral diseases and the availability of a diverse range of dental health products.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Kao Corp. - The company offers mouthwash products such as hygiene and living care, and health and beauty care with a high focus on hygiene and living care.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The global market is expected to grow significantly during the forecast period, driven by the increasing awareness of oral hygiene and the prevention of dental diseases. Mouthwash is an essential dental care product used for freshening breath, preventing cavities, and combating gum diseases such as gingivitis, periodontitis, and mouth ulcers. Bacterial infections, including halitosis and dental caries, are major concerns leading to the demand for mouthwash. The market is segmented into antiseptics, cosmetics, and fluoride mouthwashes. Antiseptics, which include chlorhexidine, are popular due to their antimicrobial properties, while cosmetic mouthwashes offer fresh breath and improve oral aesthetics.
Furthermore, fluoride mouthwashes, enriched with natural extracts like mint fresh tea, natural lemon, herbs, fruit and gum, and active salts, are gaining popularity due to their health benefits. Modern trade channels, including drugstores, pharmacies, hypermarkets, and convenience stores, dominate the market. Home-based oral care and dental health problems like bacterial endocarditis, atherosclerosis, and alcohol-containing mouthwashes with ethanol are emerging trends. Dental practitioners recommend mouthwash as part of comprehensive dental care, making it an essential component of oral health regimens. The market is expected to witness growth due to the rising prevalence of oral diseases and periodontal diseases.
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Market Scope |
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Report Coverage |
Details |
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Page number |
175 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 7.62% |
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Market growth 2024-2028 |
USD 2.44 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
6.94 |
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Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
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Performing market contribution |
North America at 31% |
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Key countries |
US, China, Germany, UK, and France |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Amway Corp., Bio Botanica Inc., Church and Dwight Co. Inc., Colgate Palmolive Co., Dabur India Ltd., Dr Organic Ltd., GlaxoSmithKline Plc, Henkel AG and Co. KGaA, Johnson and Johnson Services Inc., Kao Corp., Lion Corp., Oral Essentials Inc., PerrigPlco Co., Raw Essentials Living Foods LLC, Sanofi SA, SmartMouth Oral Health Laboratories, The Himalaya Drug Co., The Procter and Gamble Co., Uncle Harrys Natural Products, and Unilever PLC |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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