Competitive Landscape
The Procter & Gamble Co's Leadership Supported by Innovation in Whitening
Oral care in the US remains highly concentrated, with the leading companies maintaining substantial share over the review period. The Procter & Gamble Co held a 32% value share in 2025, while Colgate-Palmolive ranked second with 18%, though this represented a decline from 19% in 2024.
Boka and Therabreath Diversify Portfolios with Targeted Launches
The end of the review period was characterised by notable product innovation, with new launches addressing key consumer trends such as sensitivity, ingredient transparency, and flavour expansion. Boka introduced a fluoride-free toothpaste formulated for sensitive teeth, leveraging its success as the top-selling toothpaste on Amazon in February 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- 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 the US - Category analysis
Key Data Insights
Holistic Health and Clean Formulations Drive Oral Care Growth
Holistic Health and Clean Formulations Drive Oral Care Growth
Toothpaste and Whitening Strips Set New Standards for Daily Routines
Cocolab and Boka Adapt to Wellness and Prevention Demands
Wellness Trends and Premiumisation to Drive Future Growth
Players to Use Personalisation by Leveraging Advanced Home Tech Solutions
Korean Brands Set to Reshape Premiumisation and Engagement
The Procter & Gamble Co's Leadership Supported by Innovation in Whitening
Boka and Therabreath Diversify Portfolios with Targeted Launches
Social Commerce Accelerates Sales of Tooth Whiteners via Tiktok Shop
Target Introduces Digitally Native Brands to Drive In-Store Growth
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
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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