Oral care products are used for the diagnosis, treatment, and prevention of dental diseases; maintenance of oral hygiene; or postoperative care. These products include toothpastes, toothbrushes, mouthwashes/ rinses, dental accessories/ ancillaries, denture products, and prosthesis cleaning solutions.


The competitive landscape analyzes the growth strategies adopted by key players in recent years to expand their global presence and increase their shares in the global oral care market. The key strategies implemented by major players include product launches, acquisitions, expansions, and partnerships.


Vanguards have a strong product offering and focus on maintaining and upgrading their product portfolio and technology. These players have a strong geographic presence and distribution network channels. To maintain their positions in the market, they adopt various growth strategies such as product launches, upgrades, acquisitions, mergers, partnerships, agreements, and collaborations.


Dynamic players include established vendors with strong business strategies. However, they have a weaker product portfolio. They generally focus on a specific type of technology related to their products.


Innovators are vendors that have demonstrated substantial product innovations as compared to their competitors. They have innovative products and the potential to build strong strategies for their business growth to be at par with the vanguards.


Emerging players offer niche products and are starting to gain visibility in the market. They do not have strong business strategies as compared to other established vendors. These players can be new entrants and may require some time to gain significant traction in the market. Emerging players have the potential to build a strong product portfolio and business strategy to compete in the market with the vanguards. Based on distribution channel, the global oral care market is segmented into consumer stores, retail pharmacies, online distribution, and dental dispensaries. Consumer or retail stores held the largest share of the global oral care market. The large share of this segment can be attributed to the high dependence of manufacturers on retail stores as the immediate customers. A large number of consumer stores and their easy accessibility are driving market growth in this segment. Retail pharmacies mainly distribute prescription-based dental products, such as dental ointments and pastes, gels, oral or topical sprays, mouthwashes/rinses, and medication. They cater to a wide customer base; however, to save inventory maintenance cost and shelf space, drug stores mainly stock only the frequently prescribed oral care products. Retailing practices for oral care products have seen a paradigm shift in recent years. Online distribution channels are substituting for traditional distributors, retailers, and pharmacies. Online traders provide users with ease of shopping and special discounts. A number of dental supply companies are introducing online websites that allow easier and faster order processing & fulfillment and help increase their market presence. Moreover, they attract a large customer base through a number of offers and discounts.

Oral Care/Oral Hygiene

Comparing 28 vendors in Oral Care/Oral Hygiene across 42 criteria.
All vendors(28)

Colgate is a leader in the oral care/hygiene market with global leadership in the toothpaste and manual toothbrush categories worldwide. The company provides advanced oral care products for kids and adults. High investment in R&D enables the company to develop new and advanced toothpaste and toothbrushes for the oral care market. The company significantly focuses on innovations, product enhancements, and product launches. It also focuses on strengthening customer engagement through promotional activities.
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Procter & Gamble is a pioneer in the oral care market. P&G has a strong product portfolio comprising around ten category-based business units and about 65 brands. Its flagship products in the oral care market include Crest and Oral-B toothpaste and toothbrushes. The company aims to focus on the discovery and development of technologically advanced oral care products. For example, the company is currently focusing on the development of a smartphone-connected toothbrush, a device which gives personalized advice to people for brushing. The company also focuses on promotional activities to strengthen its position in the market. The advertisement expenditure of P&G is 11% of the annual sale of the company. The company targets dental institutes, private dental practitioners, pharmacies, and other distribution channels to promote and sell its products.
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GlaxoSmithKline plc is engaged in research, development, manufacturing, and marketing of pharmaceuticals used to treat HIV, oncology, and respiratory diseases; vaccines against meningococcal meningitis, influenza, and shingles; and consumer healthcare products such as oral care, skincare, and nutritional products. GSK has a remarkable presence in the global toothpaste market. GSK’s oral care products are useful for sensitivity, acid erosion, denture care, and gum health. GSK’s flagship products in the oral care market include Sensodyne, Polident, Biotene, and Aquafresh. In 2018, Sensodyne was the fourth-largest product by sales in GSK’s portfolio. The company significantly focuses on product and technology innovation; it invested USD 238 million for R&D activities of the consumer healthcare business. GSK has a strong geographic presence in more than 150 countries with 89 manufacturing sites and has R&D sites in the US, the UK, Belgium, and China. The company has a wide market coverage with its locations and distributors spread across all geographies. The company has generated considerable revenue from international sales, which provides evidence of its increasing business horizons. GSK focuses on gaining a substantial market share in the oral care market by fulfilling the needs of customers and establishing a strong customer base.
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Johnson & Johnson has been one of the key players in developing and marketing oral care products. Johnson & Johnson has established its R&D facilities for the growth of its technology-based products and services. The company has an R&D presence worldwide to develop various personal care, oral care, baby care, beauty care, and health care products for women.
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Unilever has a well-established market presence in the toothbrush and toothpaste segment. Unilever has a strong market presence across the globe. It is also working towards increasing its presence in key emerging economies to strengthen its market shares. The company focuses on R&D, product innovation, and collaborates with research professionals, universities, and research centers to strengthen its product portfolio in the oral care market. The launch of advanced and innovative products has enabled the company to enhance its share in the oral care market.
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