MOUTHWASH MARKET ANALYSIS

The global mouthwash market was valued at US$ 2,125.2 Million in 2022, and is expected to exhibit a CAGR of 6.55%, in terms of revenue over the forecast period (2023-2030), to reach US$ 3,530.5 Million by 2030.

Driver:

Rising awareness of public regarding oral hygiene:

Mouthwash is projected to be one of the most lucrative market in consumer goods, globally. Rising awareness among public regarding oral hygiene has resulted in increasing sales of this product, thereby driving growth of the market. For instance, in 2021, with the aim to provide a framework for prevention of oral diseases and promotion of oral health, a draft National Oral Health Policy is proposed by National Oral Health Program Division of Ministry of Health and Family Welfare. The same is being circulated for the public comments through this MoHFW (Ministry of health and family welfare) website. Such initiatives are expected to propel demand for mouthwash in the near future.

Government authorities such as the U.S. Food & Drug Administration (FDA), European Commission, and the Health Sciences Authority (HSA) have imposed strict regulations on use of ingredients and packaging of mouthwash products. For instance, 21CFR355.50 by FDA, U.S., states labelling standards for anticaries drug products. Manufacturers need to follow such regulations, in order to compete in the global and local mouthwash market.

Restraint:

Regular Use of mouthwash can be harmful:

Mouthwash may cause irritation. Mouthwashes with high alcohol content may have strong antibacterial properties, but they can also irritate the tissues in the mouth and even make it more difficult to canker sores to heal. It may not be safe for consumption, some mouthwashes content ingredients that are harmful if accidentally swallowed. This is the big reason why mouthwash is generally not recommended for use by children under the age of six. For instance, National Library of Medicine, in 2021, over-the-counter mouthwash comprises part of routine oral care for many; however, potential adverse effects of the long-term daily use have not been evaluated. Most mouthwash contain antibacterial ingredients, which could impact oral microbes critical for nitric oxide formation, and in turn predispose to metabolic disorders including diabetes. The aim was to evaluate longitudinally the association between baseline over-the-counter mouthwash use and development of pre-diabetes/diabetes over a 3-year follow-up.

Global Mouthwash Market- Impact of Coronavirus (Covid-19) Pandemic

The covid-19 pandemic has affected various industries in the global market. It has also impacted supply chain, logistics and due to lockdown consumer buying behavior also changed and shifted buying behavior from offline to online channels. During the pandemic, the requirement for oral care products has increased such as, mouthwash, oral spray for maintaining oral hygiene. Colgate-Palmolive Company  has recorded increase in sale of oral care products.

Segmentation Analysis:

The global mouthwash market is segmented by product type, by flavor, by distribution channel. By product type it is segmented into fluoride, cosmetics, antiseptics, and total care, natural. By flavor it segmented into active salt, mint, fresh tea, others. By distribution channel it is segmented into hypermarket, supermarket, online stores and others. The global mouthwash market analysis is conducted across North America, Asia Pacific, Latin America, Europe, Middle East, and Africa.

Figure 1. Global Mouthwash Market Share (%), By Product Type, 2022

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There are two types of mouthwash, cosmetic and therapeutic mouthwash. Cosmetic mouthwash is specially designed to improve breath odor. Therapeutic mouthwash segment includes fluoride, antiseptic, and natural (herbal) mouthwash products. Fluoride mouthwash is designed to treat tooth decay and improve fluoride layer on tooth enamel. Antiseptic mouthwash is developed to kill germs that lead to bad breath, plaque, and gum disease. Natural mouthwash is prepared using all natural ingredients such as sanguinaria, aloe vera, and vitamin C. Fluoride mouthwash accounted for 40% market share in global mouthwash market in 2021 followed by cosmetics, antiseptics, total care and natural.

Figure 2. Global Mouthwash Market Share (%), By Region, 2022

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North America is expected to witness significant growth over the forecast period, owing to stringent regulations on mouthwash products pertaining to packaging, quality, and others. For instance, according to the World Health Organization (WHO), the WHO Global Oral Health Status Report (2022) estimated that oral diseases affect close to 3.5 billion people worldwide, with 3 out of 4 people affected living in middle-income countries. Globally, an estimated 2 billion people suffer from caries of permanent teeth and 514 million children suffer from caries of primary teeth.  

Prevalence of main oral diseases continue to increase globally with growing urbanization and changes in living conditions. This is primarily due to inadequate exposure to fluoride (in the water supply and oral hygiene products such as toothpaste), availability and affordability of food with high sugar content and poor access to oral health care services in the community. Marketing of food and beverages high in sugar, as well as tobacco and alcohol, have led to a growing consumption of products that contribute to oral health conditions and other NCDs.

Recent Development:

On December 2021, CPIL is not just focused on launching new products in existing categories but has taken the lead to develop new categories to drive the growth. Under its Vedshakti umbrella, it launched oil pulling and mouth spray. While oil pulling helps detoxify the mouth of overnight impurities, mouth spray is a pocket-sized solution that offers instant germ kill.

On 9 January 2023, Colgate-Palmolive (India) Ltd. has joined hands with the Andhra Pradesh government to kick-off the Oral Health awareness program with Project Dr YSR Chinaravvu in the state. This will begin from a school in the Nellore district, where Colgate-Palmolive India will work with the state government to educate children on oral health and build awareness on saying 'No' to tobacco.

On July 2022, GSK plc announced it has completed the acquisition of Sierra Oncology, Inc. (Sierra Oncology), a U.S.-based biopharmaceutical company, focused on targeted therapies for the treatment of rare forms of cancer. The acquisition was approved by Sierra Oncology's shareholders on 29 June 2022.

On 28 February 2023, Lion Corporation (“Lion”) announces a decision to increase its investment in Lion Kallol Limited (hereinafter, “Lion Kallol”) to a level commensurate with its shareholding ratio. To support Lion Kallol’s further business expansion in the Bangladesh market through the establishment of a production base, the Company has decided to invest an amount commensurate with its shareholding ratio in the joint venture to fund the purchase of land use rights for the future construction of a new factory in the Bangladesh Special Economic Zone.

Market Players:

Key players operating in the global mouthwash market include Colgate-Palmolive Company, Johnson & Johnson Inc., The Himalaya Drug Company, Amway Corporation, GlaxoSmithKline Plc., Lion Corporation, Caldwell Consumer Health, LLC, Uncle Harry's Natural Products, and Triumph Pharmaceuticals, Inc.

Market Definition:

Mouthwash, mouth rinse, oral rinse, or mouth bath is a liquid, which is held in the mouth passively or swilled around mouth by contraction of the perioral muscles and movement of the head, and maybe gargled, where the head is tilted back and the liquid bubbled at the back of the mouth.

Usually mouthwashes are antiseptic solutions intended to reduce the microbial load in the mouth, although mouthwashes might be given for other reasons such as for their analgesic, anti-inflammatory or anti-fungal actions. Additionally, some rinses act as saliva substitutes to neutralize acid and keep the mouth moist in xerostomia.