牙刷和牙膏市場規模、佔有率和成長分析（按產品類型、分銷管道、刷毛、形狀和地區分類）－2025-2032年產業預測

預計到 2023 年，全球牙刷和牙膏市場規模將達到 462 億美元，到 2024 年將成長至 488.3 億美元，到 2032 年將成長至 760.9 億美元，預測期（2025-2032 年）的複合年成長率為 5.7%。

全球牙刷和牙膏市場預計將迎來顯著成長，這主要得益於人們對口腔衛生與整體健康之間聯繫的認知不斷提高。電動牙刷、智慧牙刷等創新產品，以及旨在預防牙齒敏感和修復琺瑯質的專業牙膏配方，為製造商創造了新的機會。公共衛生計劃和牙科協會的建議進一步提升了消費者對口腔清潔用品的意識。此外，老年人口的成長，尤其是那些更容易患有牙周病和牙齒敏感等牙科疾病的老年人，預計將推動市場需求的成長。同時，可支配收入的增加也使消費者能夠投資購買高階口腔清潔用品，從而為牙刷和牙膏供應商創造了更有利的經營環境，並鼓勵他們增加對產品創新的投資。

全球牙刷和牙膏市場促進因素

包括電動牙刷、聲波牙刷、智慧感應牙刷和先進美白配方在內的許多創新正在推動全球牙刷和牙膏市場的成長。天然草本牙膏的出現，以及針對牙齒敏感和琺瑯質修復的專業產品的湧現，也顯著促進了市場擴張。這些進步使品牌能夠實現差異化，並為高價策略提供合理的依據。例如，能夠回饋刷牙力道和時間的AI智慧牙刷，提升了使用者體驗和產品整體價值，增強了現代口腔清潔用品解決方案對追求先進高效口腔衛生產品的消費者的吸引力。

全球牙刷和牙膏市場限制因素

由於牙膏普及率高、市場飽和，全球牙膏市場面臨嚴峻挑戰，尤其是在已開發國家。許多產品趨於同質化，新參與企業難以實現差異化，導致競爭激烈，價格戰頻繁。這種環境擠壓了利潤空間，迫使企業將大量資源投入行銷和品牌推廣活動，而非創新。此外，高進入門檻也使得新進入者難以獲得市場佔有率。在如此競爭激烈的市場中，成長往往緩慢而漸進，而非顯著，這給尋求擴張的企業帶來了挑戰。

全球牙刷和牙膏市場趨勢

隨著消費者健康和環保意識的增強，全球牙刷和牙膏市場正​​加速向天然和永續產品轉型。各大品牌優先研發竹製和再生材料製成的牙刷，以及富含植物來源成分的牙膏。去除有害化學物質、微塑膠和人工添加劑，迎合了消費者對更安全、更環保的口腔清潔用品解決方案日益成長的需求。這一趨勢不僅有助於增強品牌忠誠度，也符合全球永續生活的發展趨勢，使積極實踐這些舉措的企業在競爭激烈的市場中脫穎而出。

目錄

介紹

• 調查目標
• 調查範圍
• 定義

調查方法

• 資訊收集
• 二手資料和一手資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分市場機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機遇
  • 限制與挑戰
• 波特分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 關鍵投資機會
• 市場生態系統
• 市場吸引力指數（2024）
• PESTEL 分析
• 總體經濟指標
• 價值鏈分析
• 定價分析

依產品類型分類的牙刷及牙膏市場規模及複合年成長率（2025-2032 年）

• 市場概覽
• 手動牙刷
• 電動牙刷
• 牙膏

依分銷通路分類的牙刷及牙膏市場規模及複合年成長率（2025-2032 年）

• 市場概覽
• 超級市場/大賣場
• 藥房和藥品商店
• 線上零售商
• 雜貨店
• 專賣店

按刷毛類型分類的牙刷和牙膏市場規模及複合年成長率（2025-2032 年）

• 市場概覽
• 柔軟的
• 中等硬度
• 硬毛

牙刷及牙膏市場規模（按類型分類）及複合年成長率（2025-2032 年）

• 市場概覽
• 凝膠
• 貼上
• 粉末

牙刷及牙膏市場規模及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 亞太其他地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲地區
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業的市場定位（2024 年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市佔率分析（2024 年）
• 主要企業簡介
  • 公司詳情
  • 產品系列分析
  • 依業務板塊進行公司股票分析
  • 2022-2024年營收年比比較

主要企業簡介

• Colgate-Palmolive Company（USA）
• The Procter & Gamble Company（P&G）（USA）
• Unilever PLC（United Kingdom）
• Haleon plc（United Kingdom）
• Johnson & Johnson（USA）
• Church & Dwight Co., Inc.（USA）
• Lion Corporation（Japan）
• Kao Corporation（Japan）
• Koninklijke Philips NV（Netherlands）
• Henkel AG & Co. KGaA（Germany）
• Sunstar Group（Switzerland）
• Dabur India Ltd（India）
• Himalaya Global Holdings Ltd.（India）
• LG Household & Health Care Ltd.（South Korea）
• Patanjali Ayurved Limited（India）
• Perrigo Company plc（Ireland）
• Reckitt Benckiser Group Plc（United Kingdom）
• Amway Corporation（USA）
• Water Pik, Inc.（USA）
• Dr. Fresh LLC（USA）

結論與建議

Global Toothbrush And Toothpaste Market size was valued at USD 46.2 billion in 2023 and is poised to grow from USD 48.83 billion in 2024 to USD 76.09 billion by 2032, growing at a CAGR of 5.7% during the forecast period (2025-2032).

The global toothbrush and toothpaste market is poised for significant growth, driven by heightened awareness of oral hygiene and its correlation with overall health. Innovative product developments, such as electric and smart toothbrushes, along with specialized toothpaste formulations targeting sensitivity and enamel repair, are creating fresh opportunities for manufacturers. Public health initiatives and endorsements from dental associations have further raised consumer consciousness about oral care. Moreover, the expanding elderly population, prone to dental issues such as gum disease and sensitivity, will likely enhance market demand. Additionally, rising disposable incomes are enabling consumers to invest in premium oral care products, thus broadening the business landscape for toothbrush and toothpaste vendors and encouraging further investment in product innovation.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Toothbrush And Toothpaste 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 Toothbrush And Toothpaste Market Segments Analysis

Global Toothbrush And Toothpaste Market is segmented by Product Type, Distribution Channel, Bristle Type, Form and region. Based on Product Type, the market is segmented into Manual Toothbrushes, Electric Toothbrushes and Toothpaste. Based on Distribution Channel, the market is segmented into Supermarkets/Hypermarkets, Pharmacies/Drug Stores, Online Retailers, Grocery Stores and Specialty Stores. Based on Bristle Type, the market is segmented into Soft, Medium and Hard. Based on Form, the market is segmented into Gel, Paste and Powder. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Toothbrush And Toothpaste Market

The Global Toothbrush and Toothpaste market is propelled by numerous innovations, such as electric and sonic toothbrushes, smart brushes equipped with sensors, and advanced whitening formulations. The emergence of natural and herbal toothpaste options, along with specialized products designed for sensitivity or enamel repair, significantly contributes to market expansion. These advancements enable brands to set themselves apart and justify premium pricing strategies. For example, AI-driven toothbrushes that provide feedback on brushing pressure and duration enhance user experience and overall product value, reinforcing the appeal of modern oral care solutions to consumers seeking advanced and effective dental hygiene products.

Restraints in the Global Toothbrush And Toothpaste Market

The Global Toothbrush and Toothpaste market faces significant challenges due to widespread usage and saturation, particularly in developed nations. New companies struggle to differentiate themselves as many products have become commoditized, leading to intense competition that drives price wars. This environment compresses profit margins and compels businesses to allocate substantial resources to marketing and branding efforts rather than fostering innovation. Additionally, high entry barriers make it difficult for newcomers to capture market share. In these crowded markets, growth tends to be modest and incremental rather than substantial, posing a challenge for firms looking to expand their presence.

Market Trends of the Global Toothbrush And Toothpaste Market

The Global Toothbrush and Toothpaste market is increasingly witnessing a shift towards natural and sustainable products, as consumers become more health and environmentally conscious. Brands are prioritizing the development of toothbrushes constructed from bamboo or recycled materials and toothpastes enriched with herbal and plant-based ingredients. The elimination of harmful chemicals, microplastics, and artificial additives resonates with a growing demographic seeking safer and eco-friendly oral care solutions. This trend not only fosters strong brand loyalty but also aligns with the broader global movement towards sustainable living, positioning companies that embrace these practices advantageously in a competitive marketplace.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toothbrush And Toothpaste Market Size by Product Type & CAGR (2025-2032)

• Market Overview
• Manual Toothbrushes
• Electric Toothbrushes
• Toothpaste

Global Toothbrush And Toothpaste Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Supermarkets/Hypermarkets
• Pharmacies/Drug Stores
• Online Retailers
• Grocery Stores
• Specialty Stores

Global Toothbrush And Toothpaste Market Size by Bristle Type & CAGR (2025-2032)

• Market Overview
• Soft
• Medium
• Hard

Global Toothbrush And Toothpaste Market Size by Form & CAGR (2025-2032)

• Market Overview
• Gel
• Paste
• Powder

Global Toothbrush And Toothpaste Market Size & CAGR (2025-2032)

• North America (Product Type, Distribution Channel, Bristle Type, Form)
  • US
  • Canada
• Europe (Product Type, Distribution Channel, Bristle Type, Form)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product Type, Distribution Channel, Bristle Type, Form)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product Type, Distribution Channel, Bristle Type, Form)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product Type, Distribution Channel, Bristle Type, Form)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Colgate-Palmolive Company (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Procter & Gamble Company (P&G) (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unilever PLC (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Haleon plc (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Johnson & Johnson (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Church & Dwight Co., Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lion Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Kao Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Koninklijke Philips N.V. (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Henkel AG & Co. KGaA (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sunstar Group (Switzerland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dabur India Ltd (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Himalaya Global Holdings Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Household & Health Care Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Patanjali Ayurved Limited (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Perrigo Company plc (Ireland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Reckitt Benckiser Group Plc (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amway Corporation (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Water Pik, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dr. Fresh LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations