Sensitive toothpaste market size to grow by 6.55% Y-O-Y in 2023, Technavio

NEW YORK, March 28, 2024 /PRNewswire/ — A significant increase is anticipated in the sensitive toothpaste market , driven by a burgeoning awareness of personal health and dental hygiene. The market is set to witness substantial growth, with projections indicating an increase of USD 1,016.81 million from 2022 to 2027, marking a steady CAGR of 6.87% during this period. In 2017, the market was valued at USD 2,112.26 million

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Organic Revolution:

A key driving force behind this growth trajectory is the escalating preference for organic toothpaste formulations aimed at addressing tooth sensitivity issues. Consumers are increasingly gravitating towards natural and organic products in the Beauty, Personal Care, and Cosmetic (BPC) market, spurred by concerns for health and a desire to prevent dental ailments such as decay and oral cancer.

Report Coverage


Page number


Base year


Historic period


Forecast period


Growth momentum & CAGR

Accelerate at a CAGR of 6.87%

Market growth 2023-2027

USD 1,016.81 million

Market structure

USD Fragmented

YoY growth 2022-2023(%)


Regional analysis

Europe, North America, APAC, South America, and Middle East and Africa

Performing market contribution

Europe at 34%

Key countries

US, China, UK, Germany, and France

Natural Ingredients Take Center Stage:

Traditional toothpaste varieties containing potentially harmful ingredients have paved the way for a surge in demand for natural alternatives. Products infused with ingredients like peppermint, coconut oil, herbs, and minerals are gaining traction, resonating well with health-conscious consumers seeking safer oral care options.

Pioneering Products:

Among the innovative offerings in this domain is Dessert Essence’s ALOE AND TEA TREE OIL TOOTHPASTE, boasting a carrageenan-free formula enriched with natural elements like aloe, white tea, ayurvedic neem, and Australian tea tree oil. Such products exemplify the industry’s shift towards natural formulations to cater to discerning consumer preferences.

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Market Trends:

The market is witnessing a notable trend towards multifunctional sensitive toothpaste formulations, integrating features like teeth whitening and overall repair and protection. Leading brands such as Sensodyne, Colgate-Palmolive, Procter and Gamble, and Unilever are spearheading this trend, offering products that not only alleviate sensitivity but also enhance oral health comprehensively.

Challenges and Opportunities:

However, challenges persist in the form of the widespread adoption of homemade remedies and alternative oral care products, particularly in rural areas of developing countries. While this poses a hurdle for commercial oral hygiene product manufacturers, it also presents an opportunity to tap into these markets through targeted awareness campaigns and product innovations.

Regional Dynamics:

Europe emerges as a pivotal contributor to the global market, with a projected 34% contribution to market growth during the forecast period. Factors such as high penetration of oral hygiene products and increasing demand for multifunctional variants are driving growth in this region, with key markets including the UK, Germany, France, Russia, and Italy leading the charge.

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Market Analyst Insights:

The market is witnessing significant growth, with rapid relief and herbal toothpaste gaining popularity across diverse age groups. Sales channels span various platforms including supermarkets, independent retail stores, pharmacies, and online platforms, with a strong presence in the Asia-Pacific and LAMEA regions. Key players such as Amway Corp, Colgate-Palmolive Company, and Procter & Gamble are at the forefront, driving innovation and collaboration to propel market dynamics.


In conclusion, the Sensitive Toothpaste Market is primed for substantial growth fueled by consumer preferences for organic and multifunctional oral care products. With evolving trends and dynamic market forces at play, the industry is set to embark on a trajectory of innovation and expansion to cater to the evolving needs of consumers worldwide.

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Analyst Review

The sensitive toothpaste market has witnessed significant growth in recent years, driven by various factors such as increasing oral health awareness, rising dental problems, and a growing emphasis on dental hygiene. Key players in this market are constantly innovating and introducing new products to cater to diverse consumer needs and preferences.

Whitening toothpaste and rapid relief toothpaste are two major segments within the sensitive toothpaste market, targeted towards different consumer groups. While whitening toothpaste focuses on providing both sensitivity relief and teeth whitening benefits, rapid relief toothpaste offers quick relief from sensitivity-related discomfort.

Both adults and children constitute important consumer segments for sensitive toothpaste products. With the rise in dental issues among adults and the growing awareness of oral hygiene in children, manufacturers are developing specialized formulations to address the unique needs of each age group.

Distribution channels play a crucial role in reaching consumers effectively. Supermarkets, hypermarkets, pharmacies, and online sales channels are key avenues through which sensitive toothpaste products are made available to consumers.

Market dynamics such as mergers, product launches, acquisitions, collaborations, and partnerships among major players like Church & Dwight Co., Inc., Johnson & Johnson Services, Inc., Lion Corporation, and Unilever Plc drive competition and innovation in the market.

Current trends in the sensitive toothpaste market include the introduction of highly sensitive toothpaste, low sensitive toothpaste, and herbal toothpaste variants to cater to specific consumer preferences for natural ingredients.

The market size and value of the global sensitive toothpaste market are steadily increasing, with estimations suggesting continued growth driven by factors such as increasing dental problems and rising consumer awareness.

Porter’s five forces analysis indicates moderate competitive rivalry among key players, with opportunities for market growth outweighing restraints such as regulatory challenges and intense competition.

Revenue contribution and market player positioning are crucial aspects that reflect the market share and competitive landscape within the sensitive toothpaste market.

Market growth strategies employed by key players include product innovation, strategic partnerships, and geographical expansion to tap into emerging markets in regions such as Asia-Pacific and LAMEA.

The sensitive toothpaste market caters to various applications, age groups, and distribution channels, with independent retail stores, supermarkets, and online sales channels being primary avenues for product distribution.

Key players in the sensitive toothpaste market include Amway Corp, Colgate-Palmolive Company, Coswell SPA, Dabur, Patanjali Ayurved, and Procter & Gamble, among others, who continually adapt to market dynamics and consumer preferences to maintain their competitive edge.

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Related Reports:

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  • The floss picks market size is expected to increase to USD 173.22 million from 2021 to 2026, and the market’s growth momentum will accelerate at a CAGR of 4.77%. The increasing recommendations from dental experts to maintain oral hygiene is notably driving the floss picks market growth, although factors such as the availability of substitute products may impede the market growth.

Table of contents:

1 Executive Summary
2 Landscape
3 Sizing
4 Historic Size
5 Five Forces Analysis
6 Segmentations
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Vendor Landscape
11 Vendor Analysis
12 Appendix

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SOURCE Technavio

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