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Definition of Market/Industry:

Oral care products are used to clean the oral cavity and maintain good oral hygiene. Mouthwashes and toothpaste are common oral care products used to freshen the mouth for oral hygiene. Mouthwashes are available in liquid form whereas toothpaste are available in powders, pastes, and liquids form. Oral care products are available in different flavors and can be prepared synthetically or available in organic form.

Market Statistics:

The BRICS oral care market is expected to surpass US$ 26,254.24 Mn in terms of value by the end of 2028.


Increasing middle-income population in the region especially in India is projected to foster the market growth of the BRICS oral care. According to the European Union, by 2030, over 70% of China’s population could be middle class, consuming nearly $10 trillion in goods and services and India could be the world’s largest middle-class consumer market. Thus, growing middle-income populations in the BRICS region is projected to foster the market growth of oral care.

Market Opportunities

The growing availability of different types of toothpaste such as gels and powder is projected to serve major growth opportunities to the market of BRICS oral care. For instance, in February 2018, Procter & Gamble’s (P&G) oral care brand Crest has launched a new toothpaste product Gum Detoxify. It is formulated with activated foam technology, the new Gum Detoxify claims to reach below the gum line to counteract concealed plaque and improve gum health.

Global BRICS Oral Care Market: Recent Developments

  • In January 2020, Colgate-Palmolive Company launched Smile for Good toothpaste. The ingredients contained within the paste are 99.7% natural and are packaged in Colgate’s first-of-its-kind recyclable plastic tube.
  • In August 2020, Oral-B, a brand of Procter & Gamble, launched Oral-B iO, a rechargeable toothbrush offering a professional clean feeling in the comfort of home. The product consists of innovative features such as a linear magnetic drive, a smart pressure sensor, a smart display with personalized brushing mode, and a redesigned brush head to deliver optimal oral health.
  • In November 2020, GSK Consumer Healthcare forayed into the specialized denture care category in India with the launch of the Polident brand.

Market Restraints

Lack of awareness regarding oral hygiene across rural areas is expected to hinder the market growth of the BRICS oral care. Moreover, lack of awareness regarding the emerging products such as mouthwashes due to lack of proper advertising is further expected to hamper the market growth of BRICS oral care.

BRICS Oral Care Market - Impact of Coronavirus (Covid-19) Pandemic

Due to the Covid-19 pandemic, there was a disruption in the supply chain and manufacturing process. The spread of infection has severely affected the oral care market due to strict rules & regulations such as lockdown and social distancing. Disruption in the supply chain and production process has badly affected growth of the BRICS oral care market

Key Takeaways:

  • The BRICS oral care market was valued at US$ 13,720.10 Mn in 2020 and is forecast to reach a value of US$ 26,254.24 Mn by 2028 at a CAGR of 8.45% between 2021 and 2028.
  • The Dental Floss in product type segment was valued US$ 987.8 Mn in 2020 and is expected to witness a CAGR of 8.9% over the forecast period.

Figure 1. BRICS Oral Care Market Share, By Product Type, 2020

Market Trends

Organic toothpaste products are gaining traction in the market due to the growing trend of consuming organic products among consumers. For instance, in February 2020, Colgate has launched a line of organic, vegan, gluten-free products that have no preservatives, artificial flavors, sweeteners, or colors. The new Colgate Zero products are clear in color, which indicates that they are free of artificial ingredients. Thus, the growing demand for organic toothpaste is expected to fuel the market growth of BRICS oral care.

Distribution partnership among key manufacturers for selling their products around the globe is one of the current trends in the market. For instance, in September 2017, Dabur, a manufacturer of Ayurvedic and natural healthcare products, has entered into a partnership with e-commerce giant Amazon to take its products globally. Dabur’s collaboration with Amazon will help it expand its penetration into the international market.

Competitive Section:

Company Names 

  1. Colgate-Palmolive
  2. Unilever
  3. Johnson & Johnson
  4. GlaxoSmithKline
  5. Philips
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