US Oral Care Market Analysis

US Oral Care Market Executive Summary

The US oral care market was valued at $14.8 Bn in 2022 and is estimated to expand at a compound annual growth rate (CAGR) of 4.2% from 2022 to 2030 and will reach $20.5 Bn in 2030. Oral hygiene, often known as dental hygiene, is the practice of brushing and flossing teeth and gums. Oral hygiene is critical for maintaining healthy teeth, gums, and breath. The most common oral disorders among Americans, according to the American Dental Association, are dry mouth, sensitivity, bad breath, and oral infections. The rising prevalence of dental illnesses, the increasing number of dental professionals on a global scale, and technical improvements in oral care products around the world all contribute to the growth of the oral healthcare industry. According to the World Health Organization (WHO), around 530 Mn children have primary tooth decay. According to the American Dental Hygienists' Association (ADHA), approximately 150,000 registered dental hygienists in the United States promote great oral hygiene by providing accurate dental hygiene practices and methods.

Market Dynamics

Market Growth Drivers

Teeth decay (dental caries) and periodontal diseases (gum diseases) are the world's most frequent chronic disorders, posing a huge worldwide public health challenge. According to a 2018 study conducted by the Centers for Disease Control and Prevention (CDC), the total percentage of untreated dental caries was 13.2% (for ages 5 to 14) and 25.9% (for ages 15 and older) (for ages 15 and up). Treatment for dental caries is expensive, accounting for 5-10% of total healthcare spending in affluent countries. Sales of oral hygiene products such as toothbrushes, mouthwashes, toothpaste, and others will increase as people become more aware of the importance of dental and oral health. As the population of the US continues to age, the demand for oral care products is expected to increase.

According to the US Census Bureau, the number of Americans aged 65 and older is projected to nearly double from 52 Mn in 2018 to 95 Mn by 2060. This demographic group is more likely to suffer from dental problems, which will drive demand for oral care products. Increased awareness about the importance of maintaining good oral health and hygiene is also a major growth driver of the oral care market. According to a survey conducted by the American Dental Association, 85% of adults in the US believe that oral health is important to overall health.

Market Restraints

The toothpaste industry had the biggest revenue share of more than 25.0% in 2021. It is the most extensively used oral care product and is perceived as a need by people from all socioeconomic situations. Some additives, like abrasive agents and humectants, are added to toothpaste and mouthwash to improve the flavour and colour. Contact dermatitis, urticaria, rhinitis, angioedema, and other allergic responses to the gums and teeth might result from these things. This has a significant impact on demand for such products. Although teeth whitening is a growing trend in the dental care industry, it also has the potential to cause certain clients to experience undesirable side effects. Employing whitening procedures on a frequent basis, such as teeth whitening pens, may cause irreversible damage to the tooth enamel. Tooth sensitivity may develop as a result of the ongoing loss of the protective enamel layer. Furthermore, during use, the teeth whitening chemical is likely to come into contact with the gum line, creating localized discomfort and suffering. Whitening chemicals can also cause uneven tooth whitening, especially if a few or the majority of the teeth in the dentition are artificial.

Competitive Landscape

Key Players

• Koninklijke Philips N.V.
• Colgate-Palmolive Company
• GlaxoSmithKline plc
• Procter & Gamble
• Johnson & Johnson
• Unilever plc
• Ultradent Products, Inc.
• 3M Company
• Hain Celestial Group (Jason Natural Products, Inc.)
• Church & Dwight Co, Inc
• Supersmile
• CloSYS

Recent Updates

• Aug 2022, Oral-B introduced its New Products and Innovations for Improved Oral Care Health, Access, and Education. The Oral-B iO10 smart toothbrush, which has iOSenseTM, the best oral health adviser, has been made available.
• Mar 2021, Colgate-Palmolive started selling ayurvedic toothpaste for diabetics in India. The toothpaste is clinically proven to contain ayurvedic ingredients such as Madhunashini, Neem, Jamun Seed Extract, and Amla.
• Jan 2020. Colgate Plaqless Pro was introduced by Colgate-Palmolive Company. With the use of modern optic sensor technology, this intelligent electric toothbrush can easily brush away any biofilm that has formed in the mouth.

Healthcare Policies and Regulatory Landscape

The healthcare policy and regulatory framework for oral care in the US is primarily governed by federal and state laws and regulations. Here are some examples:

1. The Food and Drug Administration (FDA) regulates oral care products as medical devices, which requires manufacturers to meet safety and efficacy standards. The FDA also monitors and investigates product safety issues and can take enforcement actions if necessary
2. The Centers for Medicare and Medicaid Services (CMS) oversees government-funded healthcare programs such as Medicaid and Medicare, which may include dental coverage for eligible individuals
3. The American Dental Association (ADA) is a professional organization that advocates for oral health and hygiene and provides guidance and best practices for dental professionals. Many states also have their own dental associations that provide guidance and support for oral care providers
4. State dental boards regulate the practice of dentistry, including licensing and discipline of dental professionals. These boards are responsible for ensuring that dental professionals meet certain standards of education, training, and ethics
5. The Affordable Care Act (ACA) expanded access to healthcare coverage for millions of Americans and included some provisions related to oral health, such as requiring health insurance plans to offer dental coverage for children. The ACA also included provisions to support oral health workforce training and expansion

Reimbursement Scenario

The reimbursement scenario for oral care in the US is complex, as dental insurance is typically separate from medical insurance, and coverage varies widely depending on the individual plan. In general, most dental insurance plans cover preventive services such as cleanings, X-rays, and exams, but may have more limited coverage for restorative or cosmetic procedures. For those without dental insurance, paying out of pocket for oral care services and products can be expensive. This can create a significant barrier to access to care for those with lower incomes or limited financial resources.

In terms of government programs, Medicare, the federal health insurance program for people aged 65 and older, does not typically cover routine dental care, although some Medicare Advantage plans may offer dental coverage. Medicaid, the federal and state program that provides health insurance for low-income individuals and families, does provide dental coverage for children, but coverage for adults varies by state.