India Toothpaste and Mouthwash Market

India Toothpaste and Mouthwash Market Overview:

The India toothpaste and mouthwash market size reached USD 850 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 1,410 Million by 2033, exhibiting a growth rate (CAGR) of 5.76% during 2025-2033. The market driven by growing awareness of oral hygiene, improving disposable incomes, and a rising need for sophisticated formulations, with deep-rooted penetration of domestic as well as foreign brands meeting diverse consumer needs across urban and rural areas.

India Toothpaste and Mouthwash Market Trends:

Growing Demand for Herbal and Natural Oral Care Products

Indian oral care is going through a paradigm shift towards natural and herbal toothpaste and mouthwash. More and more people are looking at products that use plant ingredients like neem, clove, aloe vera, and turmeric, which have traditionally been used as being antibacterial and medicinal. For instance, in July 2024, Zandu Care introduced Dantveer Toothpaste in India, an Ayurvedic dental care product containing neem, clove, mulethi, and tulsi that not only improves gum health, freshens breath, and maintains dental health overall. Moreover, it is on the back of avoiding chemical-based formulas and greater awareness of the usage of natural ingredients. Herbal toothpaste flavors find their customers in those who prefer fluoride-free products, while herbal mouthwashes find their takers among users who prefer alcohol-free formulas. Further, the Ayurveda and traditional medicinal influence is making this segment even stronger. With more people turning to holistic health, the market for products with lesser artificial components and higher organic content is increasing day by day. This change is in line with the larger trend towards clean-label and sustainable personal care, and thus herbal and natural oral care is a must-have segment in India's growing oral hygiene market.

Increasing Popularity of Whitening and Sensitivity-Relief Oral Care

Consumers in India increasingly are emphasizing form and function as key aspects in oral care consumption, thus bringing forth increasing demands for whitening toothpaste and relief for sensitivity formulas. Toothpaste used to whiten the teeth is more sought after due to consumers seeking improved smiles as stains brought on by the ingestion of tea, coffee, and tobacco are wiped away. Most whitening formulas feature gentle abrasives and progressive ingredients that promote returning to nature whiteness. Equally, sensitivity-relief toothpaste is increasingly the go-to among consumers who find hot, cold, or acidic foods painful. For example, in February 2024, Sensodyne introduced Complete Protection+ Mouthwash in India, a non-alcohol version that safeguards against tooth sensitivity, enamel loss, and cavities, providing a cool mint taste without any burning. Furthermore, such toothpastes feature ingredients such as potassium nitrate and strontium chloride that desensitize nerves and deliver lasting relief. Increasing emphasis on oral care, along with a growing number of consumers looking for specialized dental solutions, is fueling growth in these niche categories. With growing awareness, an increasing number of individuals are adding these products to their regular oral care regimen for cosmetic as well as therapeutic purposes.

Expansion of Online and Direct-to-Consumer Sales Channels

The emergence of direct-to-consumer (D2C) brands and e-commerce has changed Indians' oral care purchasing habits for toothpaste and mouthwash. With the increased penetration of smartphone use and internet connectivity, the online platform is increasingly becoming an preferred destination for purchasing oral care products. People are attracted to the ease of doorstep delivery, larger product variety, and optionality of seeing multiple alternatives before finalizing a buy. Subscription-based models are also picking up, enabling users to have their favorite toothpaste and mouthwash delivered regularly without the inconvenience of reordering. Online shopping also makes it possible for brands to launch niche products and special offers that appeal to a digitally literate consumer base. Social media and influencer culture also have a major influence in setting trends and promoting online purchases. This digital transformation is anticipated to continue to fuel the sales growth of oral care, positioning online channels as a key distribution channel.

India Toothpaste and Mouthwash Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the region level for 2025-2033. Our report has categorized the market based on product type, distribution channel, and end user.

Product Type Insights:

• Toothpaste
  • Fluoride Toothpaste
  • Herbal/Natural Toothpaste
  • Whitening Toothpaste
  • Sensitivity Relief Toothpaste
  • Antibacterial and Medicated Toothpaste
  • Kids’ Toothpaste
• Mouthwash
  • Alcohol-based Mouthwash
  • Alcohol-free Mouthwash
  • Therapeutic and Medicated Mouthwash
  • Herbal and Natural Mouthwash

The report has provided a detailed breakup and analysis of the market based on the product type. This includes toothpaste (fluoride toothpaste, herbal/natural toothpaste, whitening toothpaste, sensitivity relief toothpaste, antibacterial and medicated toothpaste, and kids’ toothpaste), and mouthwash (alcohol-based mouthwash, alcohol-free mouthwash, therapeutic and medicated mouthwash, and herbal and natural mouthwash).

Distribution Channel Insights:

• Online
• Offline

A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes online and offline.

End User Insights:

• Adults
• Children

The report has provided a detailed breakup and analysis of the market based on the end user. This includes adults and children.

Regional Insights:

• North India
• South India
• East India
• West India

The report has also provided a comprehensive analysis of all the major regional markets, which include North, South, East, and West India.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

India Toothpaste and Mouthwash Market News:

• In March 2024, Himalaya Wellness Company ventured into the oral care segment for children with the introduction of Himalaya KIDS Toothpaste in Orange, Cool Mint, and Bubble Gum flavors. The Neem, Pomegranate, and Xylitol-enriched fluoride-free toothpaste provides natural cavity protection and is now available on major retail platforms and online stores.
• In October 2023, Colgate-Palmolive India launched Visible White toothpaste, with a focus on teeth whitening and oral beauty. The campaign promotes its advantages using light-hearted situations, emphasizing the increasing need for personal care products that brighten smiles.

India Toothpaste and Mouthwash Market Report Coverage:

Key Questions Answered in This Report:

• How has the India toothpaste and mouthwash market performed so far and how will it perform in the coming years?
• What is the breakup of the India toothpaste and mouthwash market on the basis of product type?
• What is the breakup of the India toothpaste and mouthwash market on the basis of distribution channel?
• What is the breakup of the India toothpaste and mouthwash market on the basis of end user?
• What is the breakup of the India toothpaste and mouthwash market on the basis of region?
• What are the various stages in the value chain of the India toothpaste and mouthwash market? 
• What are the key driving factors and challenges in the India toothpaste and mouthwash?
• What is the structure of the India toothpaste and mouthwash market and who are the key players?
• What is the degree of competition in the India toothpaste and mouthwash market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India toothpaste and mouthwash market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the India toothpaste and mouthwash market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the India toothpaste and mouthwash industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.