Global Mouthwash Market - Insights
Mouthwash is projected to be one of the most lucrative market in consumer goods, globally. Rising awareness of public regarding oral hygiene has resulted in increasing sales of this product, thereby driving growth of the market. For instance, in September 2018, Dubai Health Authority (DHA) launched DentOral, a dental and oral programme to improve oral health, by ensuring access to high quality dental treatments and prevention programmes as a part of the Dubai Health Strategy 2016-2021. Such initiatives are expected to propel demand for mouthwash in the near future.
There are two types of mouthwash, cosmetic and therapeutic mouthwash. Cosmetic mouthwash is specially designed to improve breath odor. Therapeutic mouthwash segment includes fluoride, antiseptic, and natural (herbal) mouthwash products. Fluoride mouthwash is designed to treat tooth decay and improve fluoride layer on tooth enamel. Antiseptic mouthwash is developed to kill germs that lead to bad breath, plaque, and gum disease. Natural mouthwash is prepared using all natural ingredients such as sanguinaria, aloe, and vitamin C.
Government authorities across regions such as the U.S. Food & Drug Administration (FDA), European Commission, and the Health Sciences Authority (HSA) have imposed strict regulations on use of ingredients and packaging of mouthwash products. For instance, 21CFR355.50 by FDA states labelling standards for anticaries drug products. Manufacturers need to follow such regulations, in order to compete in the global & local mouthwash market.
Figure 1. Global Mouthwash Market Share (%), By Product Type, 2017
Source: Coherent Market Insights, 2017-18
North America is expected to witness significant growth over the forecast period, owing to stringent regulations on mouthwash products pertaining to packaging, quality, and others. For instance, as per the U.S. Food & Drug Administration 2009, liquid oral hygiene products (e.g., mouthwashes, fresheners) and all cosmetic vaginal products (e.g., douches, tablets) must be packaged in tamper-resistant packages when sold at retail. A package is considered tamper resistant if it has an indicator or barrier to entry (e.g., shrink or tape seal, sealed carton, tube or pouch, aerosol container) which, if breached or missing, alerts a consumer that tampering has occurred. The indicator must be distinctive by design (breakable cap, blister) or appearance (logo, vignette, other illustration) to preclude substitution. The tamper-resistant feature may involve the immediate or outer container or both. The package must also bear a prominently placed statement alerting the consumer about the tamper-resistant feature.
Furthermore, online segment under distribution channel is expected to exhibit the fastest growth and this is majorly attributed to rising penetration of smartphones and rapid advancements in internet services. For instance, according to Office for National Statistics, 87.9% of adults in the U.K. used internet in 2016, as compared to 86.2% in 2015. Moreover, easy delivery options, secured payment options, and promotional and marketing activities taken up by e-commerce giants are further resulting in rising consumer inclination for purchasing mouthwash products through online channels.
Figure 2. Global Mouthwash Market Share (%), By Region, 2017
Source: Coherent Market Insights, 2017-18
Key players operating in the global mouthwash market are adopting various growth strategies such as product enhancements and launches into their business line to expand their businesses. For instance, in 2017, Colgate Total Advanced Health mouthwash, which the company says combines germ killing ingredients with breath-freshening power. Consumers need to shake the bottle to activate the formula, gargle, and rinse to remove bacteria. Another product launched by Lion Corporation in 2014 was Clinica Advantage Dental Rinse, a medicated dental rinse that creates an antibacterial coating, which lasts until morning when used before bed. It helps to prevent cavities during sleep.
Key players operating in the global mouthwash include Colgate-Palmolive Company, Johnson & Johnson Inc., The Himalaya Drug Company, Amway Corporation, GlaxoSmithKline Plc., Lion Corporation, Caldwell Consumer Health, LLC, Uncle Harry's Natural Products, and Triumph Pharmaceuticals, Inc.
Mouth wash consists of diluents, antibacterial agents, soaps, flavoring agents, and colorants. The primary and major ingredient of any mouthwash formula is deionized water (over 50%). Water is deionized, in order to minimize impact of ions on flavor. Another major diluent used is alcohol (over 20%). The percentage of alcohol content changes according to the type of mouthwash and government regulations.
Antibacterial agents such as phenols, tannic acid, thymol, salol, hexachloraphene, chlorinated thymols, and quaternary ammonium compounds are widely used in mouthwash manufacturing. These ingredients are incorporated into mouthwash formula according to required properties of the end product. For instance, chlorinated phenols possesses both antibacterial effect and flavor. Due to the non-toxic & non-irritating nature, quaternary ammonium compounds are often used to treat plaque.
Color and flavors are added in mouthwash to improve appearance of the end product. The commonly used food colors are green, blue, and pink. Mint, fresh tea, active salt, bubble gum, and fruits are some of the commonly preferred flavors across the world.
Consumer awareness on oral hygiene is increasing rapidly, owing to initiatives conducted by government, public, and private organizations. For instance, Delta Dental, a non-profit national association in the U.S. donated US$ 61 million in 2017, to increase access to oral health in the U.S. Moreover, the World Health Organization under its Global Oral Health Programme (ORH) promotes oral health along with prevention and treatment of oral diseases, globally.
Key features of the study:
“*” marked represents similar segmentation in other categories in the respective section.
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