At 4.0% CAGR, the North America Toothpaste market is projected to be worth US$ 8,210.32 Million by 2028, says Business Market Insights

According to Business Market Insights’ research, the North America toothpaste market was valued at US$ 6,260.18 million in 2021 and is expected to reach US$ 8,210.32 million by 2028, registering a CAGR of 4.0% from 2021 to 2028. Rising popularity of herbal products and dental issues in geriatric and pediatric Population are the critical factors attributed to the market expansion.      

The rising expenditure made on marketing and advertising by leading brands in the market such as Procter & Gamble, Colgate, and Unilever, has surged the product sales and demand. For instance, as per the data published by Colgate Palmolive in July 2020, Colgate advertisement investments were estimated to be worth USD 416 million in 2019, which is a rise of 3% from the previous year. Colgate has been riding on the higher-order calling advertising, going beyond the functional aspect of the brand. Colgate-Palmolive currently spends around 15% of its advertising budget on digital. The percentage as a proportion of its total spend in advertisement increases in some countries, particularly in markets such as the US. In addition to this, the rising popularity of launching an advertising campaign based on special events is likely to boost the consumption rate. For instance, based on the US Census data and Simmons National Consumer Survey (NHCS), 71.07 million Americans used toothpaste four times or more on an average day in 2020. As a result, companies are investing massive amounts on promotional and advertising activities to attract consumers and launching and innovating new products to provide a wider variety of products to the consumers, as well as on digital advertisement and campaigns to increase and maintain their popularity.   

On the contrary, harmful effects of ingredients in toothpaste hurdles the growth of North America toothpaste market.

• Based on by type, the North America toothpaste market is segmented into sensitivity, whitening, herbal/natural, smokers, and medicated. The whitening segment held 58.8% market share in 2021, amassing US$ 3,677.87 million. It is projected to garner US$ 4,778.82 million by 2028 to expand at 3.8% CAGR during 2021–2028. 
• Based on end user, the North America toothpaste market is bifurcated into adults and kids. Adults segment registered a larger market share in 2021. The adults segment held 79.4% market share in 2021, amassing US$ 4,969.05 million. It is projected to garner US$ 6,466.94 million by 2028 to expand at 3.8% CAGR during 2021–2028.     
• Based on by base type, the North America toothpaste market is bifurcated into gel-based and non-gel-based. The non-gel based segment held a larger market share in 2021 with 35.5%. It accrued US$ 4,036.95. million in 2021 and is estimated to generate US$ 5,245.61 million by 2028 to grow at a CAGR of 3.8% over the forecast period.
• Based on distribution channel, the North America toothpaste market is segmented into supermarkets and hypermarkets, convenience stores, online retail, and drug stores/pharmacies. With 43.7% share of the domain, the supermarkets and hypermarkets segment dominated the market in 2021. It accrued US$ 2,733.13 million in 2021 and is estimated to generate US$ 3,610.33 million by 2028 to grow at a CAGR of 4.1% over the forecast period.  

Our regional analysis states that the US captured 70.0% market share in 2021. It was assessed at US$ 4,382.13 million in 2021 and is likely to hit US$ 5,584.66 million by 2028, exhibiting a CAGR of 3.5% during the forecast period.  

Key players dominating the North America toothpaste market are 3M; Beverly Glen Laboratories, Inc; Colgate-Palmolive Company; GlaxoSmithKline plc.; Henkel AG & COMPANY, KGAA; Procter & Gamble; Sunstar Suisse S.A; The Himalaya Drug Company; and Unilever among others.

A few key developments by top market players are:

• In March 2021, Colgate Palmolive Co., a toothpaste manufacturer launched Visible White O2, an active oxygen technology-based innovative teeth whitening toothpaste in an Indian market

• In March 2021, Colgate is producing recyclable tubes for its Colgate Active Salt and Colgate Vedshakti toothpaste portfolios in collaboration with EPL Limited (Formerly known as Essel Propack Limited).

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