U.S. Oral Care Products Market Size, Share & Trends Analysis Report By Product (General, Beauty), By Gender (Men, Women), By Distribution Channel (Specialty Stores, Online, Hypermarkets & Supermarkets), And Segment Forecasts, 2025 - 2030

U.S. Oral Care Products Market Trends

The U.S. oral care products market size was estimated at USD 11.41 billion in 2024 and is expected to expand at a CAGR of 5.6% from 2025 to 2030. Key factors driving the market growth are the increasing prevalence of dental diseases, the aging population susceptible to dental caries, unhealthy food habits, and product innovation. According to the data published by the National Institute of Dental and Craniofacial Research, nearly 90% of adults aged 20 to 64 have experienced tooth decay. Among working-age adults, those aged 50 to 64 showed the highest prevalence, with 96% affected.

Tooth decay is notably more common among current smokers compared to individuals who never smoked or quit. Accordingly, the high prevalence of dental ailments and diseases, such as tooth enamel, periodontal disease, dental caries, and dental decay, remains a significant global health challenge, positively impacting the market. The evolution of advanced oral care has led to precision cleaning and minimally invasive dentistry, transforming how dental hygiene and treatment are approached. Precision cleaning utilizes ultrasonic cleaners, high-powered electric toothbrushes, and water flossers to effectively remove plaque and bacteria, reducing the risk of periodontal disease and cavities. Meanwhile, minimally invasive dentistry emphasizes preserving natural tooth structure, using advanced diagnostic tools such as digital X-rays and intraoral cameras for early, accurate detection of dental issues. It also adopts gentler techniques like air abrasion, eliminating decay without traditional drilling, significantly improving patient comfort, and reducing anxiety.

These innovations promote more effective, patient-friendly dental care focused on long-term oral health and comfort. For instance, in August 2023, Water Pik, Inc. launched a Sensonic electric brush with specially designed bristles to brush tooth surfaces cohesively. Moreover, the product has a rechargeable battery lasting at least four weeks. Furthermore, in October 2023, BURST Oral Care launched the Pro Sonic Toothbrush and Curve Sonic Toothbrush. The product includes features such as a high-end LED screen, responsive software, and a rechargeable battery. Awareness of oral care and increased per capita disposable income have driven the demand for creative oral care products using smart technology and teledentistry platforms. For instance, in February 2023, Colgate launched a whitening pen and kit to maintain enamel safety and oral hygiene.

Multiple regulatory bodies influence the regulatory scrutiny in the oral care market, such as the Food and Drug Administration (FDA), Centre for Diseases Control and Prevention (CDC), Health Resources and Services Administration (HRSA), and National Institute of Dental and Craniofacial Research (NIDCR). The FDA regulates oral care products, including toothpaste, mouthwash, and dental devices, to ensure their safety and effectiveness.

Consumer Insights & Surveys

According to the survey conducted by YouGov, insights into oral care habits among U.S. adults reveal notable patterns in brushing frequency, dental health issues, and product preferences. While 30% of Americans brush their teeth once daily, 51% maintain the recommended twice-daily routine, and 10% brush thrice daily. Adults who brush twice or more daily tend to experience fewer dental problems than those who brush only once. Specifically, among once-daily brushers, 23% report toothaches, 23% have cavities, and 14% face gum issues-figures that drop to 20%, 19%, and 11%, respectively, among those with more frequent brushing habits.

The most commonly used oral care product among consumers is mouthwash due to its convenience, ease of use, and ability to provide instant freshness and antibacterial benefits. Dental floss or tape ranks second, reflecting growing awareness about the importance of interdental cleaning for preventing plaque buildup and gum disease. Toothpicks also see significant usage, particularly for their accessibility and simplicity in removing food particles.

However, more advanced tools like water flossers, interdental brushes, and teeth whitening strips are less commonly used. This may be attributed to their higher cost, the need for proper technique, or the perception that they are more suited for individuals with specific dental needs.

The majority of Americans prefer manual toothbrushes, with 64% reporting regular use. Electric toothbrushes, both with and without smart functionality, are used by 23% of adults, while disposable electric toothbrushes and ultrasonic models remain less popular at 4% each. Toothpaste preferences also provide insight into what consumers value in oral care. Whitening and cavity protection are the top features selected by most American adults. Other important features to look out for include breath freshening, anti-plaque, and multi-protection formulas. Features like anti-decay, tartar control, desensitizing, and anti-toothache appeal to smaller population segments, likely reflecting specific dental needs.

Product Insights

The generalized oral care products accounted for a share of about 71.28% of the U.S. oral care product industry in 2024. Based on product, the industry is segmented into toothpaste, toothbrush, mouthwash, and dental floss. Toothpaste accounted for the largest market share as it is integral to daily oral hygiene practices, with most Americans brushing their teeth at least once or twice daily. Its affordability and availability across various retail channels, including supermarkets and pharmacies, make it easily accessible to a wide consumer base. In addition, the product's versatility-offering benefits such as cavity prevention, whitening, and gum health-caters to consumer needs and preferences. The adult demographic significantly drives toothpaste consumption, as adults are more likely to use products addressing issues like gum care and enamel protection. This trend is further supported by the higher incidence of dental problems among adults, prompting increased use of preventive oral care products.

Demand for dental floss is projected to rise at a CAGR of 7.0% from 2025 to 2030 in the U.S. oral care product industry. The growing prevalence of dental issues such as cavities, gum diseases, and bad breath propels the demand for dental floss. Consumers are becoming more proactive in addressing these oral health concerns, leading to a greater adoption of preventive dental care practices, including regular flossing. As a result, the dental floss market is witnessing increased demand from individuals looking to maintain good oral hygiene and prevent dental problems.

As the elderly population grows, there is a greater emphasis on oral health maintenance to prevent age-related dental issues. This demographic shift has led to an increased demand for specialized dental floss products designed for sensitive teeth and gums, bolstering the overall growth of the dental floss market. In March 2023, Burst Oral Care launched the BURSTkids Flossables, explicitly designed for children. The floss is coated with natural wax and free from harmful chemicals such as PFAS (per- and polyfluoroalkyl substances), BPA (bisphenol A), Teflon, artificial colors, and flavors.

Demand for beauty oral care products is projected to rise at a CAGR of 6.1% from 2025 to 2030 in the U.S. oral care product industry. Based on product, the industry is segmented into teeth whitening products, teeth glossing products, breath freshening products, and tooth polishing tools. Teeth whitening products accounted for the largest market share as the increasing popularity of cosmetic dentistry, evolving medical tourism of dental treatment, and the introduction of multiple government initiatives for public oral health care are a few growth enablers for the market. As stated by Racounter, 67 % of American adults have tried to whiten their teeth in one way or another through dentists and professional whitening techniques or with the help of toothpaste and strips. At-home whitening gels have around a 3% concentration of hydrogen peroxide, which the FDA approves. Teeth whitening is the most popular dental procedure in the U.S., accounting for 32% of in-office practice because 99.7% of people perceive a smile as their most important social asset. This is why teeth whitening is one of today’s most popular dental requests.

Gender Insights

Women accounted for a share of about 63.80% of the overall use of the U.S. oral care product market in 2024. Women tend to be more concerned about oral care products due to biological, psychological, and social factors influencing their health behaviors and priorities. Biologically, hormonal fluctuations during life stages such as puberty, menstruation, pregnancy, and menopause can affect oral health, leading to increased sensitivity, gum inflammation, and a higher risk of cavities. These changes necessitate more attentive and tailored oral care routines. Psychologically, women often place a higher value on aesthetics and personal appearance, which includes maintaining a healthy and attractive smile. This emphasis on appearance drives more consistent oral hygiene practices, such as regular brushing, flossing, and dental check-ups.  Socially, women are generally more proactive in seeking preventive healthcare services. Studies have shown that women are more likely than men to schedule regular dental visits and adhere to recommended treatments. This proactive approach extends to the selection and use of oral care products, with women often opting for products that cater to their specific health needs and preferences.

The demand for oral care products among men is projected to grow at a CAGR of 6.3% from 2025 to 2030 in the U.S. oral care product industry. Men's growing concern about oral care products is influenced by several factors, including heightened awareness of oral health's impact on overall well-being, increased risks of dental issues, and evolving societal expectations. Research published by the American Academy for Oral Systemic Health indicates that men are more susceptible to oral health problems such as periodontal disease, oral cancer, and dental trauma. These issues are often attributed to behaviors like less frequent brushing and flossing, higher tobacco and alcohol use, and a tendency to delay dental visits until problems become severe. In addition, societal shifts have emphasized personal appearance and hygiene, prompting men to invest more in oral health. The recognition that poor oral hygiene can lead to serious health conditions, including cardiovascular disease and diabetes, motivates men to adopt better oral care practices.

Distribution Channel Insights

Distribution through hypermarkets and supermarkets accounted for a share of about 33.41% of the overall U.S. oral care product market in 2024. This is due to the wide availability of supermarkets and hypermarkets across the globe. In addition, these stores offer a range of bulk discounts that reduce the cost pressure on retail stores and consumers. Moreover, these stores are often run by corporations and institutions with immense capital, which drives growth and allows for rapid expansion. For instance, in January 2024, Lidl, a German supermarket chain, announced the opening of a Queens, New York store. By this opening, Lidl achieved its 174th store in the U.S.   

In response to tightening profit margins in traditional grocery sectors, supermarkets diversify their product offerings to include higher-margin items like beauty products. By expanding their beauty aisles, retailers aim to increase overall profitability and attract a wider customer base interested in affordable yet quality cosmetics. Retailers are increasingly partnering with popular and emerging beauty brands to offer trendy, affordable products that resonate with consumers. For instance, Kroger's collaboration with MCoBeauty introduces over 250 new beauty products, providing customers with access to fashionable cosmetics at accessible price points.

The online distribution channel is projected to grow at a CAGR of 7.3% from 2025 to 2030 in the U.S. oral care product industry. This growth is driven by providing oral care services at home, online selling of oral care products, and discounts on home delivery services. Key players in the region are running marketing campaigns to highlight their eco-friendly and vegan oral care products. Major market participants such as Amazon, Flipkart, and Walmart often offer large discounts on oral care products, driving market growth further. In addition, small-scale retailers often depend on online sales and discounts to augment their growth.

Key U.S. Oral Care Products Company Insights

The dominance of major oral care products companies such as Procter & Gamble Company, Colgate-Palmolive Company, and Church & Dwight Co., Inc. continues to define the upper tier of the competitive spectrum.

• Colgate-Palmolive Company specializes in personal care, oral care, home care, and pet nutrition products. Some of the brands offered by the company are Colgate, Palmolive, Softsoap, Mennen, Protex, Kolynos, Irish Spring, Sorriso, Elmex, Ajax, Tom’s of Maine, Axion, Hill’s Science Diet, Suavitel, Soupline, and Hill’s Prescription Diet. The company operates in over 75 countries and sells its products in over 200 countries and territories.

• GSK plc offers nutrition, oral care, skin health, and wellness products. The company has a presence in 115 countries worldwide and markets Sensodyne, one of the leading oral care product lines. However, in July 2022, GSK exited the consumer healthcare business and founded an independent company, Haleon plc, to manage the portfolio of oral care products, among other things.                     

Recent Developments

• In December 2023, Procter & Gamble (P&G) has recently made significant strides in the U.S. oral care market through its Oral-B brand, focusing on technological innovation and premium product offerings. A notable development is the introduction of the Oral-B iO series, including the iO10 with iOSense, which features AI-powered real-time feedback, pressure sensors, and personalized coaching to enhance brushing habits. This line has been recognized for its innovation, with the Oral-B iO ranking among Circana’s Top 25 nonfood product launches in the U.S.

• In early 2025, Colgate launched the Colgate Total® Active Prevention System, a comprehensive oral health solution comprising a reformulated toothpaste, a state-of-the-art toothbrush, and a mouthwash. This system features a groundbreaking technology that enhances the effectiveness of stannous fluoride, a compound proven to reduce caries and gingivitis. The innovation was recognized with the Edison Patent Award, highlighting Colgate's commitment to delivering advanced oral health solutions.

• In April 2025, Unilever launched two notable product lines: Closeup White Now and Pepsodent Expert. These offerings cater to the growing consumer demand for at-home whitening solutions that enhance dental health and aesthetics. The Pepsodent Expert line, co-created with Gen Z consumers, features advanced whitening technology designed to boost self-confidence by improving smile appearance.

• ​ In October 2024, in a strategic move to broaden its reach, Philips entered into a multi-year partnership with Aspen Dental, integrating its Sonicare portfolio into over 1,100 dental offices across the United States. This collaboration empowers dental professionals to deliver better care by providing patients with clinically proven power toothbrushes and interdental cleaners, enhancing oral hygiene between dental visits. 

U.S. Oral Care Products Market Report Scope

U.S. Oral Care Products Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. oral care products market report based on product, gender, and distribution channel:

• Product Outlook (Revenue, USD Billion, 2018 - 2030)

  • General Purpose Products

    • Toothpaste

    • Toothbrush

    • Mouthwashes/Rinses

    • Dental Floss

    • Others (Tongue Cleaners, Dental Water Jets, etc.)

  • Beauty Oral Care Products

    • Teeth Whitening Products

    • Teeth Glossing Products

    • Breath Freshening Products

    • Tooth Polishing Tools

    • Others (Clear Aligners, etc.)

• Gender Outlook (Revenue, USD Billion, 2018 - 2030)

  • Men

  • Women

• Distribution Channel (Revenue, USD Billion, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Specialty Beauty Stores

  • Pharmacies & Drugstores

  • Online/ E-commerce

  • Others (Department stores, etc.)