Mouthwash Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Therapeutic, Cosmetic, Others), By Distribution Channel (Offline, Online), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 7.51 Billion
CAGR (2026-2031)	7.45%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 11.56 Billion

Market Overview

The Global Mouthwash Market will grow from USD 7.51 Billion in 2025 to USD 11.56 Billion by 2031 at a 7.45% CAGR. Mouthwash is a liquid oral hygiene product formulated to cleanse the oral cavity, reduce bacterial load, and prevent conditions such as gingivitis and dental caries. The primary drivers supporting market growth include the rising global prevalence of periodontal diseases and an aging population that necessitates enhanced plaque control beyond mechanical brushing. Furthermore, increased consumer awareness regarding preventative healthcare and the importance of oral hygiene regimens has solidified the demand for therapeutic and cosmetic rinses across both developed and emerging economies.

According to the Delta Dental Plans Association, in 2024, approximately 54 percent of children utilized an oral rinse at least once daily, highlighting the integration of these adjuncts into family hygiene routines. Despite this positive engagement, the market faces a significant challenge regarding consumer apprehension toward formulations containing alcohol, which can cause xerostomia or mucosal irritation. This concern regarding potential adverse side effects may limit adoption rates among sensitive demographics and impede the broader expansion of the sector.

Key Market Drivers

Continuous innovation in multi-functional and therapeutic product lines is fundamentally reshaping the Global Mouthwash Market as manufacturers move beyond cosmetic breath freshening to address specific clinical needs. Companies are increasingly launching formulations that target sensitivity, gum health, and whitening, often incorporating natural ingredients to mitigate consumer concerns about harsh chemicals. This strategic pivot toward specialized solutions is driving tangible financial results for major industry players who are effectively commercializing these advanced benefits. According to Haleon, February 2025, in the '2024 Full Year Results', the company’s Oral Health revenue rose by 5.6% to reach £3.3 billion in 2024, a performance underpinned by the successful rollout of the Parodontax Gum Strengthen & Protect range. These innovations validate the market's shift toward high-efficacy, science-backed rinses that offer therapeutic benefits alongside traditional hygiene.

Escalating global awareness of comprehensive oral hygiene regimens has further accelerated expansion, with consumers increasingly viewing oral health as integral to systemic well-being. This heightened consciousness is propelling individuals to adopt preventative measures, including the daily use of auxiliary products and regular professional check-ups. According to Benevis, November 2024, in the 'Dental Trends Report', the proportion of U.S. adults visiting a dentist for preventive care rose to 83% in 2023, reflecting a broader commitment to proactive maintenance. This surge in consumer engagement is translating into sustained revenue growth for market leaders, confirming the category's upward trajectory. According to Colgate-Palmolive, in 2025, the company achieved record net sales exceeding $20 billion for fiscal year 2024, driven by a 7.4% increase in organic sales that reflected strong global demand for oral care solutions.

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Key Market Challenges

Consumer apprehension toward formulations containing alcohol acts as a primary obstacle limiting the growth of the Global Mouthwash Market. While these products are designed for effective plaque control, the inclusion of alcohol often leads to adverse effects such as xerostomia and mucosal irritation. This potential for discomfort causes significant hesitation among consumers with sensitive oral conditions or those prone to dry mouth. Consequently, this wariness deters a large segment of the population from incorporating therapeutic rinses into their daily hygiene regimens, directly reducing purchase frequency and stalling the overall volume of market expansion.

The impact of this resistance is evident in current consumer usage patterns. According to the Oral Health Foundation, in 2024, approximately 49 percent of adults reported that they do not use mouthwash regularly. This statistic highlights a substantial gap in market penetration, suggesting that the fear of irritation or side effects prevents nearly half of the potential consumer base from adopting these products. The persistent reluctance regarding alcohol-induced discomfort thereby acts as a significant brake on industry momentum, preventing the sector from fully capitalizing on the rising global awareness of oral health.

Key Market Trends

The Shift Towards Sustainable and Refillable Packaging is fundamentally altering product lifecycles in the global mouthwash sector as manufacturers aggressively reduce plastic waste. Major oral care companies are transitioning from single-use virgin plastics to circular formats, including high-density polyethylene (HDPE) recyclable bottles and concentrated refill tablets that minimize shipping volume. This industry-wide overhaul is driven by stringent environmental targets and consumer demand for eco-conscious personal care. According to Colgate-Palmolive, August 2025, in the '2024 Sustainability and Social Impact Report', the company reported that 93% of its packaging portfolio was recyclable, reusable, or compostable by the end of 2024, exemplifying the rapid operational scaling of circular packaging solutions among market leaders.

Concurrently, the Rise of Alcohol-Free and Non-Irritating Formulations is reshaping portfolio strategies to capture the growing segment of consumers seeking gentle, daily-use oral hygiene products. Brands are reformulating legacy products to eliminate the "burn" associated with ethanol, thereby expanding their user base to include individuals with sensitive oral mucosa, dry mouth, or specific lifestyle preferences. This strategic pivot towards milder, efficacious rinses is generating resilience in established segments. According to Kenvue, February 2025, in the '2024 Annual Report', the company's Essential Health segment, which houses the Listerine brand, delivered mid-single-digit organic sales growth in 2024, a performance supported by the brand’s intensified focus on alcohol-free and total care innovation.

Segmental Insights

The Online segment is identified as the fastest-growing category in the Global Mouthwash Market, primarily driven by the increasing prevalence of e-commerce platforms and digital literacy. This growth is supported by the convenience of home delivery and the availability of diverse product ranges, including niche herbal and therapeutic options not typically found in physical retail outlets. Furthermore, key market players are actively investing in direct-to-consumer channels to strengthen their market presence. This shift in purchasing behavior allows for broader consumer access and efficient distribution, securing the online channel's leading position in market expansion.

Regional Insights

North America maintains a dominant position in the global mouthwash market, driven by high consumer awareness regarding oral hygiene and a significant prevalence of dental disorders. The region benefits from the strong presence of major manufacturers and widespread retail availability of diverse oral care products. Furthermore, the American Dental Association plays a critical role in sustaining market demand through its Seal of Acceptance program. This professional validation assures consumers of product safety and efficacy, thereby fostering trust and encouraging the consistent adoption of therapeutic and preventive oral rinse solutions across the United States and Canada.

Recent Developments

• In April 2025, the Kenvue-owned brand Listerine introduced a major addition to its high-performance product line, targeting consumers suffering from dentin hypersensitivity. The launch of the Clinical Solutions Sensitive Teeth Mouthwash offered a formula clinically proven to provide 24-hour relief from tooth sensitivity with continual use. The product utilized a specialized technology designed to block exposed dentinal tubules, thereby preventing pain triggers from reaching the nerves. This strategic release aimed to capture a segment of the market previously dominated by sensitive toothpaste brands, offering a liquid solution for long-term sensitivity relief.
• In September 2024, Colgate-Palmolive unveiled the new PerioGard Protect Mouthwash, significantly enhancing its specialized gum health regimen for consumers. This latest addition to the PerioGard system was scientifically developed to fight bad breath and improve overall oral hygiene by preventing potential gum issues before they escalate. The product launch underscored the company's continuous focus on providing therapeutic solutions that address specific gum care concerns beyond standard daily cleaning. By expanding this dedicated line, the manufacturer aimed to offer a more comprehensive, professional-grade approach to maintaining healthy gums and preventing the harmful accumulation of plaque bacteria.
• In April 2024, TheraBreath expanded its portfolio by introducing two new dentist-formulated solutions, marking a significant development in its product offerings. The launch included the Deep Clean Oral Rinse, the brand's first antiseptic mouthwash designed to kill germs causing bad breath, plaque, and gingivitis while remaining alcohol-free. Simultaneously, the company released the Overnight Oral Rinse, an anticavity fluoride formula specifically engineered to strengthen enamel and fight bad breath for up to 12 hours during sleep. These additions aimed to provide targeted oral care benefits tailored to specific consumer needs regarding hygiene and cavity prevention.
• In March 2024, Haleon strengthened its commitment to global oral health by renewing its strategic partnership with the FDI World Dental Federation. This collaboration, established to support the World Oral Health Day campaign, aimed to address significant disparities in oral hygiene access and empower dental professionals with essential educational resources. The joint initiative focused on reducing the global burden of oral diseases by encouraging preventative self-care measures among the public. By joining forces with this leading international dental organization, the company sought to bridge the gap in oral health inclusivity and provide actionable tools to improve patient outcomes worldwide.

Key Market Players

• Colgate-Palmolive Company
• GlaxoSmithKline
• Unilever
• Johnson & Johnson
• Procter & Gamble
• Biotène
• Himalaya Wellness Company
• Amway
• Dabur
• Lion

By Type	By Distribution Channel	By Region
Therapeutic Cosmetic Others	Offline Online	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Mouthwash Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Mouthwash Market, By Type:

• Therapeutic
• Cosmetic
• Others

• Mouthwash Market, By Distribution Channel:

• Offline
• Online

• Mouthwash Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE