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1948841

漱口水市場－全球產業規模、佔有率、趨勢、機會及預測（按類型、通路、地區及競爭格局分類，2021-2031年）

Mouthwash Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Therapeutic, Cosmetic, Others), By Distribution Channel (Offline, Online), By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球漱口水市場預計將從 2025 年的 75.1 億美元成長到 2031 年的 115.6 億美元，複合年成長率為 7.45%。

漱口水是一種液體口腔衛生用品，旨在清潔口腔、減少細菌數量並預防蛀牙和牙齦炎等問題。推動漱口水市場成長的關鍵因素包括全球牙周病發病率的上升以及人口老化，這使得老年人除了刷牙之外，還需要採取更有效的牙菌斑控制措施。此外，消費者對預防性護理和全面口腔衛生習慣的認知不斷提高，也鞏固了新興經濟體和已開發經濟體對美容型和治療型漱口水的需求。

市場概覽
預測期 2027-2031
市場規模：2025年 75.1億美元
市場規模：2031年 115.6億美元
複合年成長率：2026-2031年 7.45%
成長最快的細分市場 線上
最大的市場 北美洲

根據Delta牙科保險協會的數據，到2024年，約有54%的兒童每天至少使用一次漱口水，這表明漱口水已成為家庭健康習慣的一部分。儘管漱口水已被廣泛接受，但消費者對含酒精配方的擔憂仍然是該行業發展的一個顯著障礙。眾所周知，含酒精產品可能會引起黏膜刺激和口乾。對這類副作用的擔憂可能會限制敏感族群的使用，並阻礙整個市場的發展。

市場促進因素

全球漱口水市場正經歷轉型，其驅動力來自治療性和多功能產品類型的持續創新。製造商正從單純解決口臭問題轉向滿足特定的臨床需求。各公司積極推出美白、護牙齦和緩解牙齒敏感的配方，並經常利用天然成分來減輕消費者對刺激性化學物質的擔憂。這種向專業化產品策略的轉變，為那些成功將先進功能商業化的產業領導者帶來了顯著的經濟效益。例如，Heleon在2025年2月發布的「2024年全年業績報告」中指出，其口腔衛生部門的收入將在2024年成長5.6%，達到33億英鎊。這主要得益於Parodontax牙齦強化與保護系列產品的成功上市，也印證了市場對基於實證醫學的高效漱口水日益成長的需求。

此外，全球對口腔衛生習慣的日益重視也推動了市場成長。消費者越來越意識到口腔衛生與整體健康之間的聯繫，從而鼓勵他們採取預防措施，例如定期進行專業檢查和日常使用輔助產品。正如2024年11月發布的Benevis牙科趨勢報告所述，到2023年，尋求預防性牙科護理的美國成年人比例將達到83%，這表明人們對主動維護口腔健康的意識正在不斷增強。消費者積極性的提高正在推動市場領導者實現持續的收入成長。 2025年，高露潔棕欖公司宣布，2024會計年度淨銷售額將超過200億美元，創歷史新高，這主要得益於全球對口腔清潔用品需求的成長，推動了有機銷售額成長7.4%。

市場挑戰

全球漱口水市場擴張的一大障礙是消費者對含酒精產品的抗拒。雖然這些配方旨在有效控制牙菌斑，但酒精的存在常常會引起黏膜刺激和口乾等副作用。這種潛在的不適感會讓易患口乾或口腔敏感的人群猶豫不決。因此，這種謹慎的態度導致相當一部分人無法將治療性漱口水納入日常口腔衛生習慣，直接降低了購買頻率，並阻礙了整個市場規模的成長。

目前的使用情況清楚地反映了這種抵抗情緒的影響。口腔健康基金會2024年的報告顯示，約49%的成年人不常使用漱口水。這一數字凸顯了市場滲透率的巨大差距，顯示對副作用和刺激的擔憂阻礙了近一半潛在客戶使用漱口水。這種對酒精相關不適的持續猶豫嚴重阻礙因素了該行業的發展，使其無法充分利用全球日益成長的口腔衛生意識。

市場趨勢

在全球漱口水產業，製造商為減少塑膠廢棄物採取的積極措施，正推動著可重複使用和永續包裝的轉型，從根本上改變了產品的生命週期。領先的口腔清潔用品公司正逐步拋棄一次性原生塑膠，轉而採用循環設計，例如減少運輸的濃縮型可重複使用片劑和可回收的高密度聚苯乙烯（HDPE）瓶。這項全面的產業轉型是由消費者對環保個人保健產品的偏好以及嚴格的環保目標所驅動的。高露潔棕欖公司在其於2025年8月發布的《2024年永續發展和社會影響報告》中指出，到2024年底，其93%的包裝產品組合將採用可生物分解、可重複使用或可回收材料，這表明市場領導正在迅速推進循環包裝舉措。

同時，溫和無酒精配方的普及正在重塑產品策略，以吸引日益成長的、尋求溫和日常口腔護理產品的消費者群體。各大品牌正在重新構思現有產品，以消除乙醇帶來的灼燒感，從而提升其對具有特定生活方式選擇、口乾或口腔粘膜敏感用戶的吸引力。這種對「溫和而有效的漱口水」的策略性關注，正在鞏固其在現有細分市場的競爭地位。例如，根據Kenview於2025年2月發布的2024年度報告，該公司旗下包括李施德林品牌在內的基礎健康部門在2024年實現了年中個位數的有機銷售成長。這項業績歸功於品牌對全面照護和無酒精創新的深入投入。

目錄

第1章概述

第2章調查方法

第3章執行摘要

第4章：客戶評價

第5章 全球漱口水市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 按類型（療程、美容、其他）
    • 按分銷管道（線下、線上）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章 北美漱口水市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章 歐洲漱口水市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章 亞太漱口水市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章 中東和非洲漱口水市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章 南美漱口水市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進要素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 最新進展

第13章 全球漱口水市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的可能性
  • 供應商電力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • Colgate-Palmolive Company
  • GlaxoSmithKline
  • Unilever
  • Johnson & Johnson
  • Procter & Gamble
  • Biotene
  • Himalaya Wellness Company
  • Amway
  • Dabur
  • Lion

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 19426

The Global Mouthwash Market is projected to expand from USD 7.51 Billion in 2025 to USD 11.56 Billion by 2031, registering a CAGR of 7.45%. Mouthwash functions as a liquid oral hygiene solution designed to cleanse the mouth, lower bacterial levels, and avert issues like dental caries and gingivitis. Key factors fueling this growth include the increasing global incidence of periodontal diseases and an aging demographic requiring superior plaque control measures beyond standard brushing. Additionally, heightened consumer realization regarding preventative healthcare and the necessity of comprehensive oral hygiene routines has cemented the demand for both cosmetic and therapeutic rinses in emerging and developed nations.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 7.51 Billion
Market Size 2031USD 11.56 Billion
CAGR 2026-20317.45%
Fastest Growing SegmentOnline
Largest MarketNorth America

Data from the Delta Dental Plans Association indicates that in 2024, roughly 54 percent of children used an oral rinse at least once a day, demonstrating the incorporation of these products into family health habits. Despite this engagement, the industry encounters a notable hurdle concerning consumer hesitation towards alcohol-based formulations, which are known to potentially cause mucosal irritation or xerostomia. This apprehension regarding possible adverse reactions may restrict uptake among sensitive user groups and obstruct the broader development of the market sector.

Market Driver

The Global Mouthwash Market is being transformed by persistent innovation in therapeutic and multi-functional product categories, as manufacturers transition from simple breath freshening to addressing distinct clinical requirements. Firms are actively introducing formulations aimed at whitening, gum health, and sensitivity, frequently utilizing natural ingredients to assuage consumer worries regarding harsh chemicals. This strategic shift towards specialized offerings is yielding clear financial gains for leading industry players who are successfully monetizing these advanced features. For instance, Haleon reported in its '2024 Full Year Results' in February 2025 that Oral Health revenue increased by 5.6% to £3.3 billion in 2024, a result driven by the effective launch of the Parodontax Gum Strengthen & Protect line, confirming the trend towards science-backed, high-efficacy rinses.

Growth is further hastened by rising global awareness of complete oral hygiene regimens, with consumers increasingly recognizing the link between oral health and systemic well-being. This growing mindfulness encourages the adoption of preventative steps, including routine professional check-ups and the daily application of auxiliary products. As noted in the Benevis 'Dental Trends Report' from November 2024, the percentage of U.S. adults seeking preventive dental care climbed to 83% in 2023, signaling a stronger dedication to proactive maintenance. This increase in consumer activity is generating sustained revenue expansion for market leaders; Colgate-Palmolive announced in 2025 that it reached record net sales of over $20 billion for fiscal year 2024, supported by a 7.4% rise in organic sales stemming from robust global demand for oral care products.

Market Challenge

The primary barrier hindering the expansion of the Global Mouthwash Market is consumer reluctance toward products containing alcohol. Although these formulations are engineered for efficient plaque control, the presence of alcohol frequently results in negative side effects like mucosal irritation and xerostomia. The prospect of such discomfort creates considerable hesitation among individuals prone to dry mouth or those with sensitive oral conditions. Consequently, this caution prevents a substantial portion of the population from adding therapeutic rinses to their daily hygiene routines, thereby directly lowering purchase frequency and impeding overall market volume growth.

Current usage behaviors clearly reflect the impact of this resistance. In 2024, the Oral Health Foundation reported that approximately 49 percent of adults do not utilize mouthwash on a regular basis. This figure underscores a significant void in market penetration, implying that the fear of side effects or irritation deters nearly half of the potential customer base from adopting these solutions. This enduring hesitation regarding alcohol-related discomfort serves as a major constraint on industry progress, preventing the sector from fully leveraging the increasing global consciousness regarding oral health.

Market Trends

The global mouthwash sector is seeing a fundamental shift in product lifecycles due to the move toward refillable and sustainable packaging, as manufacturers actively work to decrease plastic waste. Leading oral care firms are switching from single-use virgin plastics to circular designs, such as concentrated refill tablets that reduce shipping volume and recyclable high-density polyethylene (HDPE) bottles. This comprehensive industry transformation is fueled by consumer preference for eco-friendly personal care and strict environmental goals. In its '2024 Sustainability and Social Impact Report' released in August 2025, Colgate-Palmolive noted that by the end of 2024, 93% of its packaging portfolio was compostable, reusable, or recyclable, illustrating the rapid scaling of circular packaging initiatives among market leaders.

Simultaneously, the surge in non-irritating and alcohol-free formulations is redefining portfolio tactics to attract the expanding demographic of consumers looking for gentle, daily-use oral hygiene options. Brands are reworking existing products to remove the burning sensation linked to ethanol, thereby broadening their appeal to users with specific lifestyle choices, dry mouth, or sensitive oral mucosa. This strategic focus on milder yet effective rinses is building resilience within established market segments. For example, Kenvue's '2024 Annual Report' from February 2025 indicated that its Essential Health segment, home to the Listerine brand, achieved mid-single-digit organic sales growth in 2024, a performance bolstered by the brand's deepened commitment to total care and alcohol-free innovation.

Key Market Players

  • Colgate-Palmolive Company
  • GlaxoSmithKline
  • Unilever
  • Johnson & Johnson
  • Procter & Gamble
  • Biotene
  • Himalaya Wellness Company
  • Amway
  • Dabur
  • Lion

Report Scope

In this report, the Global Mouthwash Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Mouthwash Market, By Type

  • Therapeutic
  • Cosmetic
  • Others

Mouthwash Market, By Distribution Channel

  • Offline
  • Online

Mouthwash Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Mouthwash Market.

Available Customizations:

Global Mouthwash Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mouthwash Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Therapeutic, Cosmetic, Others)
    • 5.2.2. By Distribution Channel (Offline, Online)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Mouthwash Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Distribution Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Mouthwash Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Type
        • 6.3.1.2.2. By Distribution Channel
    • 6.3.2. Canada Mouthwash Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Type
        • 6.3.2.2.2. By Distribution Channel
    • 6.3.3. Mexico Mouthwash Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Type
        • 6.3.3.2.2. By Distribution Channel

7. Europe Mouthwash Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Distribution Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Mouthwash Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Type
        • 7.3.1.2.2. By Distribution Channel
    • 7.3.2. France Mouthwash Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Type
        • 7.3.2.2.2. By Distribution Channel
    • 7.3.3. United Kingdom Mouthwash Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Type
        • 7.3.3.2.2. By Distribution Channel
    • 7.3.4. Italy Mouthwash Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Type
        • 7.3.4.2.2. By Distribution Channel
    • 7.3.5. Spain Mouthwash Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Type
        • 7.3.5.2.2. By Distribution Channel

8. Asia Pacific Mouthwash Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Distribution Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Mouthwash Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Type
        • 8.3.1.2.2. By Distribution Channel
    • 8.3.2. India Mouthwash Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Type
        • 8.3.2.2.2. By Distribution Channel
    • 8.3.3. Japan Mouthwash Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Type
        • 8.3.3.2.2. By Distribution Channel
    • 8.3.4. South Korea Mouthwash Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Type
        • 8.3.4.2.2. By Distribution Channel
    • 8.3.5. Australia Mouthwash Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Distribution Channel

9. Middle East & Africa Mouthwash Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Distribution Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Mouthwash Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Type
        • 9.3.1.2.2. By Distribution Channel
    • 9.3.2. UAE Mouthwash Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Type
        • 9.3.2.2.2. By Distribution Channel
    • 9.3.3. South Africa Mouthwash Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Type
        • 9.3.3.2.2. By Distribution Channel

10. South America Mouthwash Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Distribution Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Mouthwash Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Distribution Channel
    • 10.3.2. Colombia Mouthwash Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Distribution Channel
    • 10.3.3. Argentina Mouthwash Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Distribution Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Mouthwash Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Colgate-Palmolive Company
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. GlaxoSmithKline
  • 15.3. Unilever
  • 15.4. Johnson & Johnson
  • 15.5. Procter & Gamble
  • 15.6. Biotene
  • 15.7. Himalaya Wellness Company
  • 15.8. Amway
  • 15.9. Dabur
  • 15.10. Lion

16. Strategic Recommendations

17. About Us & Disclaimer