10 facts about the oral hygiene products market

Halfway between medical and cosmetic products, oral hygiene products are essential for everyone. Far from being optional, they cover everything from simple tooth brushing with toothpaste to much more with mouthwash or mouth spray.

But what is the real state of this market? Our experts take a look at the key data you need to know!

Naturalness: an increasingly important issue

The oral care sector is facing the same issues as other cosmetics: naturalness.

The same trends and consumer desires that emerged for traditional cosmetics a few years ago are also appearing for these oral and dental products: consumers are demanding transparency and raw materials of natural origin. And this without neglecting the quality and efficacy of their products.

Plant-based solutions can help to formulate your products more naturally.

A steadily growing market

1. According to Statista, a global economic data platform, the market for ecological and organic beauty products in France has been growing steadily since the early 2000s. It was worth €450 million in 2015, compared with €336 million in 2010.
2. The same is true at global level: the economic weight of this market has more than doubled in a decade, rising from €6.1 billion in 2007 to €13.43 billion in 2017.
3. The global market for oral care products reached 6% of the cosmetics hygiene market in 2017, or $36 billion. This market has been growing steadily since 2013 (+3.6% between 2013 and 2017) and forecasts a further increase of 3.1% between 2017 and 2024, equivalent to 45 billion dollars.
4. On the French market, oral hygiene products held up well, thanks in particular to the toothpaste segment. Toothpaste was therefore the only segment of the personal hygiene market to see an increase in sales by value in 2017. The French toothpaste industry comprises 22 companies, the market is therefore relatively concentrated in FranceThe majority of production in terms of value is carried out by the production sites of subsidiaries of major international groups. (such as Procter & Gamble or Colgate-Palmolive).
5. In the organic toothpaste category, brands are offering products based on natural ingredients such as charcoal, coconut and essential oils. It's a winning bet because in 2020, annual growth in organic toothpaste was 71.4%.

Ever-higher consumer expectations

A growing number of consumers are turning to products made from healthier natural and/or organic ingredients, and there's also a craze for 'homemade' toothpaste.
In the same way as fragrance, texture, packaging and communication, natural composition is becoming a differentiating feature.
Manufacturers make toothpaste glamorous and trendy, with a sensory experience.
Parabens, triclosan and titanium dioxide are set aside in favour of natural alternatives such as plants or essential oils.

There is real potential for growth, as the organic and/or natural segment is still a niche market in the body care sector as a whole, representing no more than 2% of the sector. (Xerfi)

A few facts and figures:

1. While there are currently 2.8 million users of organic toothpaste in France, consumption is set to rise if the recommended brushing frequency of twice a day is followed.
2. Classic" toothpastes are still the most popular choice for French consumers in 2018.
3. According to a Kantar Média report, more than 20 million French people used it in the course of the year, although this number is down on 2014 (22.8 million).
4. This decline can be seen for all types of toothpaste, with the exception of organic products, which rose slightly in 2018 (from 2.4 to 3.2 million users).
5. Among the best-selling types of toothpaste are multi-protections, sensitive gums and total care.

Faced with ever-increasing consumer demand for 'natural' products, companies in the oral care market face a real challenge in incorporating more naturalness into their formulations.