Authored By: Sarah
15 Jul 2024

 Mouthwash Market to grow by USD 2443.7 million between 2024-2028

According to a research report “ Mouthwash Market” by Distribution Channel (Offline, Online) Type (Alcohol-based mouthwash, Alcohol-free mouthwash) Geography (North America, Europe, APAC, South America, Middle East and Africa)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 2443.7 million at a CAGR of  7.62% during the forecast period. The global mouthwash market is experiencing significant growth due to innovation and portfolio expansion. Johnson & Johnson Services, through its Listerine brand, is leading this trend with offerings such as Original Listerine Antiseptic Mouthwash, Listerine Ultraclean Fresh Citrus Mouthwash, and Listerine Naturals with Fluoride Herbal Mint Anticavity Mouthwash. Despite limited innovation scope, manufacturers continue investing in R&D to launch new product variants, as exemplified by Johnson & Johnson's recent introduction of the OCH-TUNE brand, which allows consumers to choose oral care products based on personal style..

Browse market data tables, figures, and in-depth TOC on “Mouthwash Market” by Distribution Channel (Offline, Online) Type (Alcohol-based mouthwash, Alcohol-free mouthwash) Geography (North America, Europe, APAC, South America, Middle East and Africa) Global Forecast to 2028.

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By Distribution Channel, the Offline segment is projected to dominate the market size in 2024.

The alcohol-dominated segment of the global mouthwash market in 2022 primarily consists of ethanol-based products, accounting for up to 25% of the content. These mouthwash solutions effectively eliminate oral germs and aid in plaque dissolution. However, they are known to cause a burning sensation and dryness due to alcohol's drying properties. Major players, including Procter and Gamble Co., offer alcohol-containing mouthwash variants such as Crest Scope Outlast Peppermint and Crest Pro-Health Advanced, which contain 12% ethanol.

By Type, Alcohol-based mouthwash  segment is expected to hold the largest market size for the year 2024.

In the offline mouthwash market distribution, hypermarkets, supermarkets, department stores, drug stores, and pharmacies remain pivotal. Major retailers' expansion into these formats, including Walmart, Costco Wholesale, Target, and Tesco, significantly boosted sales in 2022. Despite revenue decline due to online shopping preference, these retail channels continue to attract consumers through enticing discounts and offers, broadening mouthwash manufacturers' consumer base.

North America is forecasted to hold the largest market size by region in 2024.

In the dynamic business landscape, the mouthwash market exhibits significant growth potential. With increasing consumer awareness towards oral hygiene and the rising prevalence of dental issues, this sector continues to thrive. Key players in this market focus on innovation, product differentiation, and strategic marketing to capture a larger market share. The integration of natural ingredients and the development of therapeutic mouthwashes catering to specific oral health concerns further fuel market expansion.

The Mouthwash Market t growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • 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
  • Unilever PLC

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Research Analysis Overview

The mouthwash market encompasses a wide range of cosmetic and therapeutic dental care products. These solutions are formulated to address various oral health issues, including dental plaque, tooth decay, gum diseases, bad breath, and bacterial infections. Key ingredients in mouthwash include Chlorhexidine, Fluoride, and other antimicrobial agents. These components help to kill bacteria, prevent tooth decay, and reduce the risk of dental caries, especially for individuals with medical conditions such as diabetes. Mouthwash is commonly found in hotels and offered as toiletries. It is also an essential component of home-based oral care routines. Dental practitioners often recommend mouthwash as part of a comprehensive dental care regimen to prevent oral diseases like gingivitis, periodontal diseases, and mouth ulcers. Additionally, mouthwash plays a crucial role in maintaining fresh breath and combating halitosis. The market for dental care products continues to grow, driven by increasing awareness of the importance of oral hygiene and the prevalence of dental health problems like dry mouth and cavities.

Market Research Overview

The mouthwash market encompasses a wide range of products designed to maintain **oral health** and improve **fresh breath**. These products cater to various consumer preferences, including those seeking **synthetic** or **natural** options, **therapeutic** or **cosmetic** uses, and those with **medical conditions** such as diabetes or gum diseases. The market includes offerings from retail stores, supermarkets, e-commerce platforms, convenience stores, hypermarkets, pharmacies, drugstores, and modern trade outlets. Mouthwashes come in various forms, such as **synthetic** and **herbal** mouthwashes, **alcohol-containing** and **alcohol-free** options, **antiseptics**, **oral gels**, and **toothpaste-mouthwash combinations**. Key ingredients include **Chlorhexidine digluconate**, **Cetylpyridinium chloride**, **Sodium saccharin**, **Fluoride**, and **natural extracts** like mint and lemon. Market trends include the development of **perfora** technology for better product delivery and the use of **probiotic** and **mint flavor** for added benefits. The market also addresses **dental health problems** such as tooth decay, dental plaque, tooth loss, periodontal diseases, and oral diseases.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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