Competitive Landscape
Colgate-Palmolive Defends Its Lead as Emerging Thai Brands Diversify Choices
Oral care in Thailand remains highly concentrated in 2025, with Colgate-Palmolive Thailand Ltd holding the largest share at 24%, followed by Lion Corp (Thailand) Ltd on 10%, Procter & Gamble MFG Thailand Ltd also on 10%, and Smooth E Co Ltd on 9%. The top five manufacturers together account for over half of retail sales by value, and this share has been largely stable over the past five years.
Herbal Innovation and Digital Campaigns Elevate Thai Brands’ Profiles
Thai brands are increasingly successful in carving out space within oral care by leveraging local herbal ingredients, digital-first marketing and targeted product innovation. Tepthai has built a loyal following with concentrated herbal toothpaste using Thai botanicals, and by introducing sensitive and salt-based variants, it has broadened appeal beyond traditional users.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Oral Care in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in Thailand - Category analysis
Key Data Insights
Consumers Embrace Oral Wellness Routines for Lasting Results
Consumers Embrace Oral Wellness Routines for Lasting Results
Herbal Launches and Influencer Campaigns Drive Demand for Innovation
Eco-Driven Innovation Finds Early Adopters through Targeted Launches
Gen Z and Older Adults to Reshape Demand for Results-Driven Oral Routines
Toothpaste Will Maintain the Leadership as Toothbrushes Accelerate with Innovation
Influencers and Science-Backed Claims Drive Digital-First Brand Loyalty
Colgate-Palmolive Defends Its Lead as Emerging Thai Brands Diversify Choices
Herbal Innovation and Digital Campaigns Elevate Thai Brands’ Profiles
Grocery Retailers Anchor Daily Routines as Digital Channels Gain Ground
E-Commerce Cornering Premium and Niche Oral Care Demand
Health and Personal Care Stores Build Trust with Specialised Solutions
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Oral Care research and analysis database.
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