United States Toothpaste Market Size, Share, Trends and Forecast by Type, Distribution Channel, End User, and Region 2026-2034

United States Toothpaste Market Summary:

The United States toothpaste market size was valued at USD 5.49 Billion in 2025 and is projected to reach USD 7.20 Billion by 2034, growing at a compound annual growth rate of 3.05% from 2026-2034.

The United States toothpaste market is growing as people place greater importance on oral hygiene and its role in maintaining overall health. The heightened focus on preventive dental care and the rising demand for ‎specialized formulations addressing specific oral health concerns is positively offering a favorable market outlook. ‎Preference for natural and organic options is also influencing product selection among health conscious users. Ongoing product development, strong brand promotion, and wider availability through online retail channels continue to reinforce market growth and purchasing frequency.

Key Takeaways and Insights:

• By Type: Conventional toothpaste dominates the market with a share of 48% in 2025, driven by its widespread availability across all retail channels, proven effectiveness in addressing essential oral hygiene needs, including cavity prevention, plaque control, and breath freshening, combined with affordable pricing that appeals to cost-conscious consumers.
   
• By Distribution Channel: Supermarkets and hypermarkets lead the market with a share of 41% in 2025. This dominance is because of user convenience of one-stop shopping, extensive product variety across multiple brands and price points, competitive promotional pricing, and strategic product placement that influences purchasing decisions.
   
• By End User: Adults represent the largest segment with a market share of 77% in 2025, owing to their higher consumption frequency, greater awareness about oral health implications on overall wellness, preference for specialized formulations targeting sensitivity, whitening, and gum health, and purchasing power for premium oral care products.
   
• Key Players: The United States toothpaste market exhibits highly competitive intensity, characterized by the presence of established multinational corporations competing through continuous innovation, strategic marketing campaigns, and extensive distribution networks across retail and digital channels. Some of the key players operating in the market include Colgate-Palmolive Company, Haleon group of companies, and The Procter & Gamble Company.

The United States toothpaste market remains a well-established yet steadily evolving segment of the oral care industry, supported by changing user expectations and advances in formulation development. Rising spending on dental care highlights the importance placed on oral hygiene, with national dental expenditure reaching USD 189 Billion in 2024 and accounting for 3.6 percent of total health expenditure. This reflects sustained user commitment to preventive oral care. The market growth is also influenced by demand for multifunctional toothpaste products that address whitening, sensitivity relief, enamel protection, and gum care within a single offering. Easy availability across supermarkets, pharmacies, and online platforms reinforces routine purchasing behavior and category stability. In addition, manufacturers are competing through differentiation based on ingredient profiles, cleaner formulations, and environmentally responsible packaging. The inclusion of advanced active ingredients and the expansion of natural product ranges are supporting premium positioning, allowing brands to capture value growth while maintaining strong repeat consumption across diverse user segments.

United States Toothpaste Market Trends:

Product Innovation

Continuous product innovation is supporting the toothpaste market growth by expanding appeal through differentiated formulations and novel experiences. People respond positively to products that address functional needs while refreshing daily routines, encouraging experimentation within a mature category. Innovation supports portfolio renewal, strengthens brand visibility, and enables premium pricing strategies. This dynamic was evident in 2025 when oral care brand Hismile announced a limited-edition collaboration with Lucky Charms, introducing a cereal flavored toothpaste that combined familiar flavors with a mint based clean and launched through online and selected retail channels. Such creative product development sustains user interest, reinforces engagement with routine oral care, and contributes to incremental volume and value growth across diverse retail channels.

Rise of E-Commerce Platforms

Expansion of digital retail channels is strengthening the toothpaste market reach and purchase consistency across the United States. Many people rely on online platforms to replenish essential household products, benefiting categories with predictable usage patterns. E-commerce improves product visibility, supports automated reordering, and enables access to detailed product information that informs selection decisions. This shift is reflected in broader retail trends. During the third quarter of 2025, U.S. retail e-commerce sales reached USD 310.3 billion, representing a 1.9 percent increase over the previous quarter, according to the Department of Commerce. The growing online transaction volumes reinforce toothpaste demand by improving convenience, sustaining repeat purchases, and complementing traditional brick and mortar distribution channels.

Sensitivity and Specialized Oral Care Needs

The growing incidence of dental sensitivity and gum related conditions is driving the demand for toothpaste products formulated for specific oral care needs. People increasingly prefer solutions that provide targeted relief while remaining suitable for everyday use, leading to stronger brand loyalty once efficacy is established. This trend is encouraging manufacturers to broaden functional portfolios to address evolving oral health concerns linked to age, diet, and lifestyle. Reflecting this shift, in 2025, TheraBreath expanded its oral care portfolio by introducing dentist formulated toothpastes including Healthy Gums, Deep Clean, and Whitening variants. Such product expansion deepens category relevance, reinforces routine usage, and supports incremental growth by serving a wider range of oral care requirements.

Market Outlook 2026-2034:

The United States toothpaste market shows growth potential over the forecast period, supported by consistent user spending on oral hygiene and ongoing product development. Rising awareness about preventive dental care, along with demand for whitening, sensitivity, and natural formulations, continues to shape purchasing behavior. The market generated a revenue of USD 5.49 Billion in 2025 and is projected to reach a revenue of USD 7.20 Billion by 2034, growing at a compound annual growth rate of ‎3.05% ‎from 2026-2034. Strong retail presence, dentist recommendations, and brand loyalty further support market ‎stability and long-term demand. ‎

United States Toothpaste Market Report Segmentation:

Type Insights:

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• Conventional Toothpaste
• Herbal Toothpaste
• Whitening and Sensitive Toothpaste

Conventional toothpaste dominates with a market share of 48% of the total United States toothpaste market in 2025.

Conventional toothpaste represents the largest segment, driven by its widespread availability, established user trust, and affordability. Most households rely on fluoride-based formulations for daily oral hygiene, supported by long-standing dentist recommendations and strong clinical backing. This product addresses common needs like cavity prevention, plaque control, and fresh breath, making it suitable for mass usage. Extensive distribution through supermarkets, pharmacies, and online channels further reinforces its dominance, ensuring easy access across income groups and regions nationwide.

In addition, conventional toothpaste benefits from strong brand recognition and consistent marketing investments by leading manufacturers. Well-known brands leverage decades of user familiarity, promotional campaigns, and professional endorsements to maintain loyalty. Price competitiveness also plays a major role, as these products are often offered in value packs and private-label options. Compared to niche or premium alternatives, conventional toothpaste fits routine purchasing habits, encouraging repeat sales and high-volume usage within the highly mature and competitive oral care market.

Distribution Channel Insights:

• Supermarkets and Hypermarkets
• Retail Stores
• Pharmacies
• Online Stores

Supermarkets and hypermarkets lead with a market share of 41% of the total United States toothpaste market in ‎‎2025.‎

Supermarkets and hypermarkets hold the biggest market share due to their extensive reach, convenience, and ability to serve high daily footfall. These outlets offer wide product assortments, covering mass, premium, and private-label toothpaste brands under one roof. Buyers value the ease of comparing prices, sizes, and formulations during routine grocery shopping. Frequent promotions, discounts, and bulk purchase options further encourage toothpaste sales, making supermarkets and hypermarkets the preferred channel for regular household replenishment across diverse consumer groups.

Additionally, strong relationships between large retail chains and toothpaste manufacturers support consistent product visibility and shelf space. End-cap displays, in-store advertising, and seasonal promotions help drive impulse purchases and brand switching. Supermarkets and hypermarkets also benefit from efficient supply chains and national store networks, ensuring product availability across regions. Their ability to bundle toothpaste with broader oral care offerings, including toothbrushes and mouthwashes, reinforces cross-selling opportunities and strengthens their role as the primary distribution channel in the market.

End User Insights:

• Adults
• Kids

Adults exhibit a clear dominance with a 77% share of the total United States toothpaste market in 2025.

Adults lead the market owing to their higher daily usage, greater oral health awareness, and established hygiene routines. Most adults brush multiple times a day and actively seek products that address cavities, gum health, sensitivity, whitening, and breath control. Regular dentist visits and professional advice further reinforce consistent toothpaste usage. Adults also have stronger purchasing power, allowing them to choose from a wide range of formulations, including therapeutic and premium options, which increases overall market value and volume compared to other age groups.

In addition, adult lifestyles and dietary habits contribute to sustained demand for toothpaste. Consumption of coffee, alcohol, tobacco, and processed foods increases the need for targeted oral care solutions, driving repeat purchases. Working professionals often prefer convenient, trusted brands available through multiple retail channels, while aging adults focus on products supporting enamel strength and gum care. Marketing campaigns, clinical claims, and product innovations are largely designed around adult needs, reinforcing their position as the primary end user segment within the market. According to the information from the CDC in 2024, almost 21% of adults between 20 and 64 years had at least one permanent tooth with untreated decay.

Regional Insights:

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• Northeast
• Midwest
• South
• West

The market in Northeast is supported by the strong dental care awareness and regular access to professional oral health services. People in this region show steady demand for fluoride, sensitivity, and whitening toothpaste, with premium and natural variants gaining traction due to higher disposable incomes and health-conscious lifestyles.

Midwest toothpaste market is driven by stable household usage and preference for value-oriented products. Individuals often prioritize trusted, conventional toothpaste brands that offer cavity protection and affordability. Strong supermarket presence and private-label offerings support consistent demand, while dentist recommendations continue to influence purchasing decisions across urban and rural areas.

South represents a large toothpaste user base due to its sizeable population and high frequency of daily utilization. Price sensitivity remains important, supporting demand for mass-market toothpaste brands. furthermore, the growing awareness about preventive oral care is encouraging gradual adoption of specialized formulations for gum health and sensitivity.

West benefits from strong interest in wellness, sustainability, and natural products. People show higher adoption of organic, fluoride-free, and eco-friendly toothpaste options. Innovation, brand experimentation, and online retail channels play a key role, supported by younger demographics and health-driven purchasing behavior.

Market Dynamics:

Growth Drivers:

Why is the United States Toothpaste Market Growing?

Growing Oral Health Awareness

The rising emphasis on oral health awareness is driving the demand for toothpaste in the United States by reinforcing daily hygiene habits across all age groups. People associate oral care with overall wellbeing, strengthening commitment to preventive routines focused on cavity control, gum health, and plaque management. Professional guidance and public health communication further normalize consistent brushing as a core health practice. This awareness is reinforced through national initiatives, for instance, in 2025, America’s ToothFairy launched its Share Your Smile campaign, supported by Sun Life Dental, to highlight dental care access gaps and provide educational resources nationwide. Such efforts elevate public understanding, position toothpaste as an essential household product, and sustain stable repeat consumption over the long term.

Regulatory Standards

Clear requirements governing formulation, ingredient quality, and labeling strengthen user confidence and reinforce routine utilization. Products that meet recognized regulatory benchmarks gain credibility, encouraging repeat purchases and supporting long term brand trust. This environment also enables controlled product differentiation while limiting the presence of low-quality alternatives. Reflecting the importance of regulatory approval, in 2025, South Korea based oral care brand foamgle completed US FDA OTC registration, allowing its dual function foam toothpaste and mouthwash to enter the US market through e commerce channels. Such regulatory alignment sustains consumer assurance and supports orderly market growth.

Aging Population Oral Maintenance

The increasing geriatric population is reinforcing long term toothpaste demand through sustained emphasis on daily oral maintenance. Older individuals continue regular brushing routines to preserve comfort, functionality, and overall oral hygiene, keeping toothpaste central to preventive care at later life stages. This demographic shift is becoming more pronounced, as the number of Americans aged 65 and older is projected to rise from 58 million in 2022 to 82 million by 2050, increasing their population share from 17 percent to 23 percent. As longevity extends, longer usage periods strengthen cumulative consumption. Stable habits among older users enhance market resilience and support consistent baseline demand across economic cycles in the United States.

Market Restraints:

What Challenges the United States Toothpaste Market is Facing?

Premium Product Pricing Constraints Limiting Mass Market Adoption

Higher price points for specialized, natural, and premium toothpaste formulations create adoption barriers among price-sensitive individuals. Cost-conscious households often prioritize basic oral care products that meet every day needs, reducing demand for advanced options. This price gap limits wider market penetration for innovative products, even when they offer added benefits or stronger efficacy claims, especially in markets where affordability strongly influences purchase decisions.

Competition from Alternative Oral Care Products and Natural Remedies

The growing user interest in alternative oral care solutions, including oil pulling, charcoal-based products, and homemade remedies, is creating competitive pressure for traditional toothpaste manufacturers. A segment of individuals is experimenting with non-conventional practices driven by natural, wellness, or cost considerations. This shift can reduce routine toothpaste usage, influence purchasing patterns, and push established brands to rethink product positioning, education efforts, and innovation strategies.

Raw Material Cost Fluctuations and Supply Chain Challenges

Volatility in raw material costs, including specialty ingredients, packaging materials, and transportation, continues to pressure manufacturer margins. Fluctuating input prices, coupled with supply chain disruptions and sourcing challenges, complicate production planning. Delays or shortages can limit product availability and force pricing adjustments, affecting competitiveness and profit stability across different market segments and increasing uncertainty for both producers and downstream buyers.

Competitive Landscape:

The United States toothpaste market exhibits highly competitive intensity characterized by the dominance of established multinational corporations that leverage extensive brand portfolios, substantial research and development (R&D) investments, and comprehensive distribution networks. Market participants compete across multiple dimensions, including product innovation, pricing strategies, marketing effectiveness, and retail shelf placement. The competitive landscape is evolving with increasing emphasis on sustainability initiatives, natural ingredient formulations, and digital engagement strategies. Manufacturers are differentiating through advanced technologies addressing specific oral health concerns while expanding their presence in premium and specialty segments to capture health-conscious users seeking superior product performance.

Some of the key players include:‎

• Colgate-Palmolive Company
• Haleon group of companies
• The Procter & Gamble Company

Recent Developments:

• January 2026: hello Products announced the launch of whipped toothpaste, a swirl-shaped, foaming formulation designed to make daily brushing more engaging. The product focuses on cavity protection and enamel strengthening while meeting clean-label preferences, being vegan and free from artificial additives. It is offered in two flavors and launched across major retail and online channels.
   
• January 2026: Crest launched Clean Breath toothpaste, expanding its oral care range with a daily-use formula designed to neutralize bad breath at the bacterial source. The product reflects rising consumer demand for longer-lasting freshness and confidence-focused oral health solutions beyond temporary fixes.

United States Toothpaste Market Report Coverage: