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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 30/11/2021

Summary and extracts

1 Market Overview

1.1 Definition and presentation

Toothpaste is an abrasive and antiseptic paste, gel, or powder that is used to clean teeth together with a toothbrush.

The global toothpaste market is expected to grow at a rate of 3.5 percent through 2027. This growth is mainly driven by the increase in dental problems among children and adults due to poor eating habits and the rise in popularity of herbal oral hygiene products. Asia-Pacific accounts for an important share of the global market, mainly due to a strong customer base and changing lifestyles.

In Italy, the market is included in several Ateco Codes, but these do not exclusively identify toothpastes:

Ateco Code 20.42.00: Manufacture of toiletries: perfumes, cosmetics, soaps and the like
Ateco Code 47.75.10: Retailing of perfumery, toiletries and personal hygiene products

Toothpastes account for about 70 percent of the oral hygiene market, and their consumption has grown very slowly in recent years. The market is also highly concentrated, with a few international players such as Colgate and Mentadent accounting for a large market share.

Increased awareness of oral health and the importance attached to aesthetic appearance has led toothpaste manufacturers to expand their offerings by introducing whitening toothpastes. In addition, the consumption of more premium products and brands, such as Sensodyne, Elmex, and Parodontax, which are recommended by many dentists, has increased in recent years. The COVID-19 pandemic has increased the emphasis on hygiene, including oral hygiene. This trend has led to an increase for the demand for toothpastes.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of players

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the toothpaste market | Italy

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