Mouthwash: Key market research findings
- Europe dominates the market geographically
- Alcohol-containing mouthwash accounts for a majority of the market’s revenue
- Key vendors – Chattem, Colgate-Palmolive, GlaxoSmithKline, Johnson & Johnson, and P&G
Technavio’s market research analysts predict the global market for mouthwashes to grow at a CAGR of around 5% between 2016 and 2020. The demand for mouthwash is fueled by the increasing awareness of dental wellbeing and the need for effective, easy, and quick solutions to fight germs. Manufacturers of mouthwashes market their offerings as an easy and quick solution to provide protection against germs. They have also increased their product offerings under different categories, keeping the target customers in mind. For instance, Listerine, the largest mouthwash brand in the market, provides a solution for gum diseases, bad breath, teeth whitening, and cavity prevention. In 2015, the global mouthwash market was dominated by Europe with a market share of around 39%. The rise in the demand for electronic toothbrushes and mouthwashes is expected to reflect positively on the growth of the market in this region over the next four years.
The new market research report from Technavio presents a breakdown and analysis of the mouthwash segments based on the solvents.
“There is an ongoing rise in the demand for alcohol-free mouthwash in the market currently. The majority of the mouthwashes available in the market today contain alcohol, specifically ethanol, which causes a burning sensation and also results in dry mouth. People with burning mouth syndrome or other oral irritations are advised not to use such mouthwashes. As a result, manufacturers now are focusing on introducing alcohol-free mouthwashes. Such alcohol-free mouthwashes can be used by people with dry mouth and systemic diseases such as Sjogren’s syndrome or diabetes, or those who are undergoing radiation therapies,” says Brijesh Kumar Choubey, Lead Analyst, Consumer & Retail, Technavio Research.
During 2015, the alcohol containing mouthwash segment accounted for around 60% of the market’s revenue to become the dominant shareholder in the global mouthwash market. Most of the mouthwashes marketed by manufacturers contain alcohol. It is one of the primary ingredients and sometimes, a significant amount of alcohol is added to develop the desired flavor. The original, gold-colored Listerine contains around 27% alcohol. The alcohol in Listerine mouthwashes helps to dissolve other ingredients and to deeply penetrate oral plaque on teeth.
The key vendors in the market include Chattem, Colgate-Palmolive, GlaxoSmithKline, Johnson & Johnson, and P&G. The competition is expected to intensify during the forecast period, with the entry of several new private labels, price wars, and mergers and acquisitions. Penetrating the market by creating awareness will play a key role in its growth in the coming years. However, the preference of an individual to restrict oral hygiene to just brushing teeth will limit the need for mouthwashes.
A more detailed analysis is available in the Technavio report, Global Mouthwash Market 2016-2020.
We can customize reports by other regions and specific segments upon request.
Other related reports:
