The global toothpaste market is projected to reach the level of $18 million by the year 2025. This sales growth is dictated by the continuing population growth, rising oral hygiene awareness, introduction of innovative solutions in toothpastes at reasonable prices, and expansion of offers for selected narrow consumer groups.

The new worldwide dietary habits involving increased consumption of sugar increase the demand for toothpastes eliminating negative effects of processed food on teeth. Tooth care is split into the new trends presented below.

Furthermore, in 2020 the COVID-19 pandemic increased oral hygiene awareness because dental offices worldwide were either closed or working under restrictions. 


Trends – toothpastes


Trend 1

The global market is currently saturated with fluoride toothpastes. This is why one of the trends is for fluoride-free toothpastes, which have become fashionable and desirable as “healthier”. 


Trend 2

Toothpastes in whitening, tooth decay control, and stain removal categories. Individualisation of the toothpaste offer is another trend fitting the diversity of consumer communities in scope of ethnic or religious origin, wealth, lifestyle, and values. New individualisation trends include toothpaste for men.


Trend 3

Fluoride-free toothpastes of various flavours for children.


Trend 4

Toothpastes for sensitive teeth – marketing experts note that this is currently the most dynamically developing segment. This is understandable, because over 50% of the global population suffers from oversensitive teeth.

“Sensitive” products are currently the second-leading segment, behind only whitening toothpastes. This means that there is a demand for toothpaste with potassium nitrate.


Trend 5

Whitening toothpastes have been popular for years because of the media celebrities with beautiful white teeth, which symbolise health, beauty, and wealth. This means that the demand for triclosan-free toothpaste will grow due to the recent negative publicity on triclosan, which the FDA has prohibited from being used in soaps.


Trend 6

The rising trend of natural products raises interest among health-conscious consumers in toothpastes containing aloe vera, eucalyptus oil, myrrh, and other plant extracts as active ingredients.

Cookie Policy
As part of our website, we use cookies, among others in order to adapt the website to the user's individual and statistical needs. Using the website without changing the cookie settings means that they will be stored on your end device. You can change cookie settings in your browser at any time.
I Accept Read more
Privacy and cookies policy