Mouthwash Market Size, Share, Growth Analysis, By Product Type, By Flavour, By Distribution Channel, By End User, By Region - Industry Forecast 2024-2031

Global Mouthwash Market size was valued at USD 6.52 billion in 2022 and is poised to grow from USD 6.89 billion in 2023 to USD 10.74 billion by 2031, growing at a CAGR of 5.7% during the forecast period (2024-2031).

The mouthwash market is witnessing a significant surge globally, driven by heightened awareness of oral hygiene's importance. Beneficial attributes like cavity prevention, fresh breath generation, and bacterial infection control are fueling consumer interest. The rise of oral hygiene campaigns, exemplified by the 2018 World Oral Health Day initiative that reached over 700 million individuals, further stimulates market growth. Additionally, increasing amenities in hotels and a rise in global dental care spending-totaling approximately USD 142.4 billion in 2019-are enhancing demand for mouthwash. Furthermore, a growing number of individuals coping with halitosis due to various medical conditions are increasingly turning to mouthwash, further amplifying its adoption and contributing to the overall growth of the market.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Mouthwash market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Mouthwash Market Segmental Analysis

Global Mouthwash Market is segmented by product type, flavour, distribution channel, end user and region. Based on product type, the market is segmented into cosmetic mouthwash and therapeutic mouthwash (antiseptic mouthwash, fluoride mouthwash, natural mouthwash, whitening mouthwash). Based on flavour, the market is segmented into mint, citrus, herbal and others. Based on distribution channel, the market is segmented into offline (hypermarkets, pharmacies, convenience stores, specialty stores) and online (e-commerce websites, company-owned websites). Based on end user, the market is segmented into adults and children. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Mouthwash Market

The Global Mouthwash market is significantly driven by heightened awareness of oral health among consumers. Industry vendors are actively educating individuals about the crucial role mouthwash plays in daily oral hygiene routines, promoting it as a swift and effective solution for combating germs. This educational effort is supported by dental service providers and trade organizations, all of which contribute to the growth of mouthwash sales through various awareness campaigns. Additionally, initiatives utilizing mobile technologies for oral health, such as text message promotions, are enhancing public engagement in oral health practices. The market is further bolstered by the prevalence of dental conditions like gingivitis and periodontitis, an aging demographic, and an increasing number of product innovations.

Restraints in the Global Mouthwash Market

The global mouthwash market faces potential obstacles due to the side effects associated with certain mouthwash products. Specifically, mouthwashes containing alcohol, which can reach concentrations of up to 25%, may lead to adverse reactions such as a burning sensation and dry mouth, as alcohol acts as a drying agent that strips moisture away. This discomfort can deter consumers, consequently hindering market growth. Additionally, chlorhexidine, while effective, poses the risk of staining tooth surfaces, restorations, and the tongue. This factor may lead dentists to avoid recommending it, particularly for patients with numerous anterior white fillings, further limiting portfolio attractiveness.

Market Trends of the Global Mouthwash Market

The Global Mouthwash market is witnessing a significant trend towards the adoption of herbal mouthwashes driven by increasing consumer sensitivity to conventional products. As awareness of the potential irritants in traditional mouthwashes grows, innovative formulations featuring natural plant extracts have gained traction. These herbal alternatives are favored for their gentleness, non-staining properties, and absence of alcohol, making them suitable for users of all ages, and are often recommended by dental professionals. With diverse ingredients sourced from fruits, seeds, and essential oils, herbal mouthwashes present minimal side effects and a compelling alternative to chemical formulations, positioning them as a rising preference amidst ongoing market evolution.