The research study covers the present scenario and growth prospects of the global mouthwash market for 2016-2020. To calculate the market size, the report considers revenue generated from the retail outlets.
The global mouthwash market is highly concentrated among few major players, including Chattem, Colgate-Palmolive, GlaxoSmithKline, Johnson & Johnson, and Procter & Gamble (P&G). With the rising competition, vendors are bringing in innovative products to meet changing consumer demands and to increase their customer base.
“Vendors are targeting customers in the Middle Eastern countries like Saudi Arabia and UAE with their portfolio of alcohol-free mouthwashes since alcohol consumption is prohibited in the existing culture. Also, people with dry mouth, diabetes, or systemic diseases such as Sjogren's syndrome, or those who are undergoing radiation therapies might benefit from using alcohol-free mouthwashes,” says Poonam Saini, a lead analyst at Technavio, specializing in research on retail goods and services.
Technavio consumer and retail analysts highlight the following three factors that are contributing to the growth of the global mouthwash market:
- Increasing awareness of dental health and effective solution to fight germs
- Recommendations from doctors and approvals from dental associations
- Requirement-specific functionalities
Increasing awareness of dental health and effective, easy, and quick solution to fight germs
Even though the mouthwash category of oral care products is gaining popularity, it still remains as a secondary option with primary being toothbrushes and toothpaste or powders. However, companies are working toward increasing awareness on the importance of integrating mouthwashes as a part of primary oral care routine, i.e., before or after brushing and at different intervals during the day to maintain the pH of mouth and to fight germs that can cause different gum diseases.
“Manufacturers of mouthwash 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,” says Poonam.
Recommendations from doctors and approvals from dental associations promoting market's growth
To increase the adoption of mouthwashes among consumers, manufacturers are partnering with several dental associations to promote the advantages of using the product. For instance, the American Dental Association (ADA) has approved several mouthwash brands safe and effective for use. Some of them include ACT Anticavity Fluoride Rinse in cinnamon and mint flavor, CVS Antiseptic Mouth Rinse manufactured by CVS Pharmacy, and Equate Blue Mint Antiseptic Mouthrinse manufactured by Walmart. Similarly, Canadian Dental Association has recognized mouthwashes from Procter & Gamble, Johnson & Johnson, and 3M as safe for use. Approval from such dental associations encourages customers to invest in mouthwash products for their oral hygiene. Manufacturers are also taking this opportunity to market these products by adding such associations' approvals to the products' labels.
Close to about one in five people globally has halitosis, a medical term for bad breath. Using mouthwash daily before or after brushing can help eliminate the recurrence of halitosis. Although solely using mouthwash cannot cure the symptom and act as a replacement for brushing and flossing, it acts as a value addition to an individual's oral hygiene routine.
People with diabetes are susceptible to gum inflammation and are at a higher risk of developing the advanced stage of gum disease, periodontitis. There are specific Listerine antiseptic mouthwashes that are meant specifically for this population, which can help prevent the occurrence of such diseases. Specific mouthwashes for people with oral cancer are also available nowadays. According to the Oral Cancer Foundation, frequent use of gentle mouthwash may help in reducing discomfort and pain among people who have oral cancer. Biotene mouthwashes, which combine an enzyme-based protection ingredient with soothing mouth moisturizers, are available at drug stores.
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