Tongue retaining device market

Market Size and Trends

The Tongue Retaining Device Market is estimated to be valued at USD 578.8 Mn in 2024 and is expected to reach USD 1,184.7 Mn by 2031, exhibiting a compound annual growth rate (CAGR) of 10.8% from 2024 to 2031.

The tongue retaining device market is expected to witness positive growth over the forecast period. Factors such as the increasing incidence of sleep disorders worldwide, rising number of snoring and sleep apnea cases, technological advancements in tongue retaining devices are expected to drive the market. Snoring and sleep apnea are growing health concerns globally due to increasing pollution levels, changing lifestyle habits, and rising stress levels. Manufacturers are focusing on developing innovative tongue retaining devices integrated with new technologies for the effective treatment of sleep disorders. This is expected to support the market growth during the forecast period.

Increasing prevalence of sleep disorders

One of the major drivers propelling the growth of the tongue retaining device market is the rising incidence of sleep disorders across the global population. Sleep disorders have emerged as a serious health issue over the past few decades on account of changing lifestyles and increased stress levels. Prominent among these is obstructive sleep apnea, a chronic sleep disorder where the airway gets blocked repeatedly during sleep due to the relaxation of throat muscles. Left untreated, obstructive sleep apnea can significantly impact quality of life and even pose life-threatening cardiovascular risks. According to an article published in October 2023 by National Council on Aging, Inc., 936 million people worldwide were affected by obstructive sleep apnea. The condition is more prevalent among obese individuals and its incidence seems to be rising hand in hand with the global obesity crisis.

Market Concentration and Competitive Landscape

Rising awareness regarding sleep disorders

Sleep disorders have become increasingly common due to rising stress levels and busy lifestyles. People are constantly multitasking, working long hours and being hooked to screens even late at night. This disruption of natural sleep cycles has led to a surge in conditions like sleep apnea. Sleep apnea is a potentially serious sleep disorder where breathing repeatedly stops and starts. Left untreated, it can increase the risk of heart disease, diabetes and stroke. Tongue retaining devices are gaining popularity as a treatment option for mild to moderate obstructive sleep apnea. They work by gently holding the tongue in a position to keep the airway open during sleep. This helps reduce airway blockage which is one of the main causes of sleep apnea. As awareness rises about the serious health effects of untreated sleep apnea, more people are seeking doctor recommended solutions like tongue retaining devices.

Market Challenges: Lack of awareness among consumers and dentists

One of the biggest challenges this market faces is the lack of awareness among consumers and dentists. Since these are relatively new devices, most people are unaware of their benefits in treating sleep apnea and snoring issues. Establishing their effectiveness through more high-quality clinical research can help address skepticism. Additionally, the devices can be difficult to get accustomed to due to the foreign feeling. High return rates initially pose business risks for manufacturers. Building patient education and support can boost compliance and adoption rates.

Market Opportunities: Growing demand e-commerce and online shopping

The rise of e-commerce and online shopping has opened new opportunities for the tongue retaining device market to reach more customers. With more people conducting product research and purchases from the convenience of their homes, companies can leverage various online platforms to effectively market and sell their tongue retaining devices. Establishing an online storefront and optimizing products for online discoverability can help companies tap into the fast-growing e-commerce market.

Insights, By User Type: Higher participation in recreational and contact sports drive the male segment

The user type segment includes male and female. Male segment is estimated to hold 84.8% of the market share in 2024. Sports-related injuries are a leading cause of tongue lacerations and bites. Many popular sports like boxing, wrestling, rugby, and martial arts carry inherent risks of oral trauma from physical contact. Males are disproportionately represented in collision and combat sports across both amateur and professional levels. Additionally, men are more likely to engage in risk-taking behaviors and extreme recreational activities with potential for accidents. For example, activities like motocross, skateboarding, snowboarding, etc. frequently result in falls or collisions that can damage the mouth. Males also have a higher prevalence of obstructive sleep apnea compared to females, necessitating the use of mandibular advancement devices that rely on tongue retainers. The rates of sleep disorders rise sharply with age among men. The male demographic has historically driven higher consumption of tobacco products as well. Smokeless tobacco can irritate the tongue and lead to biting or abrasions. Chewing tobacco poses risks of lacerations due to its texture and placement in the mouth. While smoking rates are declining overall, male smokers still outnumber female smokers substantially. 

Insights, By Distribution Channel: Convenience and device consultation drives retail pharmacies growth

The distribution channel segment includes hospital pharmacies, retail pharmacies, and online pharmacies. Retail pharmacies contributed the highest share of the tongue retaining device market and is estimated to hold 43.8% of the market share in 2024. Their widespread physical presence and walk-in convenience continue attracting customers, especially for urgent oral healthcare needs. Most minor injuries or follow-up care can be addressed promptly with over-the-counter products purchased at a local pharmacy. Community pharmacists provide expert fitting and advice tailored to each patient's requirements. Many retailers have expanded oral care product sections with a broad selection of retainers, guards, and wound dressing options. Major brands advertise via in-store promotions and loyalty programs to drive repeat customers. Multichannel retailers like grocery chains complement their pharmacies with online shopping for added accessibility. Community pharmacy networks affiliated with healthcare providers offer integrated care under one roof.

Regional Insights

North America has emerged as the largest market for tongue retaining devices globally and is estimated to hold 38.5% of the market share in 2024. The region has a highly developed healthcare infrastructure and strong presence of several key manufacturers. Many leading players in orthodontic supplies have their headquarters located in the U.S. and Canada. This enables them to cater to the high domestic demand efficiently while also serving international markets. Moreover, high awareness levels regarding oral healthcare among consumers in the region positively impacts the demand for specialty products like tongue retaining devices.

Asia Pacific is identified as the fastest growing regional market. Rapid development of the healthcare sector across developing nations like China and India has boosted medical tourism and expanded access to advanced dental treatments. Rising income levels in the region have made premium products more affordable for the masses. Additionally, the presence of numerous generic manufacturers is increasing availability of cost-effective alternatives. Governments are also implementing various initiatives to spread awareness about oral hygiene. These factors jointly contribute towards market growth in Asia Pacific.

Market Report Scope

Key Developments

In February 2021, Signifier Medical Technologies Ltd, an innovation in the sleep-disordered breathing sector, announced that the U.S. Food and Drug Administration has approved the commercialization of a novel prescription-only device designed to alleviate snoring and moderate obstructive sleep apnea. eXciteOSA is the first of its type, a daytime treatment for snoring and moderate obstructive sleep apnea (OSA). The eXciteOSA therapy, used for only 20 minutes per day for six weeks and then twice per week thereafter for maintenance, is clinically demonstrated to enhance sleep quality by drastically lowering moderate OSA and snoring.

*Definition: The Tongue Retaining Device Market consists of oral devices and appliances that are used to hold the tongue in a forward position during sleep. These devices are typically prescribed for patients suffering from sleep apnea and other sleep-related breathing disorders caused by the tongue falling back and obstructing the airway. Tongue retaining devices work by preventing the tongue from collapsing the airway during sleep and include products like tongue depressors, mandibular advancement devices, and other custom-fit oral appliances

Market Segmentation

•  User Type Insights (Revenue, USD MN, 2019 - 2031)
  • Male
  • Female
•  Distribution Channel Insights (Revenue, USD MN, 2019 - 2031)
  • Hospital Pharmacies
  • Retail Pharmacies
  • Online Pharmacies
• Regional Insights (Revenue, USD MN, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • AveoTSD
  • ZYPPAH
  • Good Morning Snore Solution
  • VitalSleep
  • SnoreRx
  • SnoreMender
  • SleepPro
  • Airway Management
  • Apnea Sciences Corporation
  • SomnoMed
  • Respire Medical
  • TheraSnore
  • SleepTight Mouthpiece
  • Oventus Medical
  • AccuMED Technologies
  • ResMed
  • ZenSleep
  • BluePro