Pet Toothpaste Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Flavoured, Non-Flavoured), By Pet Type (Dog, Cat, Others), By Sales Channel (Supermarket/Hypermarket, Pet Pharmacy, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 792.43 Million
CAGR (2026-2031)	7.98%
Fastest Growing Segment	Online
Largest Market	Europe
Market Size (2031)	USD 1256.09 Million

Market Overview

The Global Pet Toothpaste Market will grow from USD 792.43 Million in 2025 to USD 1256.09 Million by 2031 at a 7.98% CAGR. The Global Pet Toothpaste Market comprises specialized oral hygiene formulations designed for safe ingestion by animals, typically featuring enzymatic ingredients to control plaque without the need for rinsing. The primary drivers supporting market growth include the rising rate of companion animal adoption and the increasing humanization of pets, where owners view preventive healthcare as a necessity rather than a luxury. Veterinary endorsement of home dental care further bolsters this demand by educating owners on the risks of periodontal disease. According to the 'American Pet Products Association', in '2025', '94 million U.S. households owned at least one pet', demonstrating the vast and expanding addressable audience for these essential hygiene supplies.

Nevertheless, one significant challenge impeding market expansion is the practical difficulty of product administration and resulting low owner compliance. Many pet owners struggle to maintain a consistent brushing regimen due to animal behavioral resistance, which often leads to the abandonment of toothpaste in favor of easier passive alternatives like dental chews or water additives. This friction in the user experience significantly limits repeat purchase frequency and restricts the overall revenue potential of the manual oral care segment within the broader pet industry.

Key Market Drivers

The escalating prevalence of periodontal diseases in companion animals serves as a primary catalyst for market growth, necessitating consistent oral hygiene regimens to prevent severe systemic health issues. As veterinary professionals increasingly link poor dental health to heart, kidney, and liver conditions, pet owners are adopting enzymatic toothpastes as a critical preventive measure to mitigate the risks of plaque accumulation and gingivitis. Since clinical symptoms often go unnoticed until advanced stages, the market is expanding as veterinarians aggressively promote prophylaxis. According to the American Veterinary Medical Association, February 2024, in the 'National Pet Dental Health Month' statement, 80 percent of dogs possess some form of periodontal disease by the age of three, underscoring the urgent medical motivation for owners to implement daily brushing routines to avoid disease progression.

Simultaneously, the rising trend of pet humanization and premiumization is reshaping the market, as owners who view their animals as family members display a higher willingness to purchase specialized, high-quality care products. This shift drives the demand for premium toothpaste formulations featuring natural ingredients and targeted benefits that mirror human oral care standards. According to Rover, March 2024, in the 'Cost of Dog Ownership Report', the annual cost of essential pet care supplies can now reach up to USD 3,555, reflecting a substantial consumer capacity for wellness expenditure. Furthermore, the significant financial burden of veterinary intervention bolsters this retail consumption; according to Lemonade, in 2024, the average price for a professional pet dental cleaning ranges between USD 500 and USD 1,000, incentivizing the purchase of cost-effective home care solutions.

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Key Market Challenges

The practical difficulty of product administration acts as a substantial barrier to the sustained growth of the Global Pet Toothpaste Market. Although increasing awareness of dental health drives initial adoption, the physical struggle involved in brushing a non-compliant animal’s teeth frequently leads to high consumer attrition. When owners face consistent behavioral resistance, the likelihood of establishing a habitual brushing routine diminishes rapidly, often resulting in the discontinuation of the product after a single purchase. This failure to convert trial users into long-term customers severely restricts the recurring revenue streams that are necessary for market expansion, causing the segment to stagnate despite a growing pet population.

The impact of this user experience friction is highlighted by the disparity between the prevalence of dental issues and the utilization of effective manual care. According to the 'American Veterinary Medical Association', in '2025', 'more than 80% of dogs and 70% of cats develop some form of periodontal disease by the age of three'. This data indicates that despite an almost universal need for plaque control, the operational challenges of toothpaste application hamper market penetration. Consequently, the market struggles to capitalize on this vast addressable audience, as the difficulty of use limits the manual oral care sector’s economic performance.

Key Market Trends

The emergence of no-brush gels and foam-based delivery systems is rapidly gaining traction as a direct response to the low consumer compliance associated with traditional mechanical brushing. Manufacturers are circumventing the operational friction of manual prophylaxis by engineering enzymatic solutions that require only passive application to mucosal surfaces, thereby converting owners who previously abandoned dental care into active consumers. This innovation focuses on ease of use to ensure consistent daily regimens, which is crucial for efficacy. According to Swedencare, February 2025, in the 'Year End Report 2024', the company's dental product category sales increased by 43 percent compared to the previous year, underscoring the substantial market shift toward these convenient, user-friendly hygiene formats.

Simultaneously, the expansion of vet-formulated and clinically validated product lines is becoming a decisive factor in market competitiveness, driven by pet owners' increasing demand for therapeutic efficacy over cosmetic appeal. As consumers prioritize evidence-based health outcomes, brands are heavily investing in clinical trials and Veterinary Oral Health Council (VOHC) certification to substantiate their claims and secure professional recommendations. This trend elevates oral care from a simple grooming activity to a medical necessity, consolidating revenue within professional and specialty channels. According to Virbac, March 2025, in the '2024 Annual Results' report, the company achieved a 10.2 percent revenue growth in North America, explicitly attributing this performance to the sustained sales dynamic of its specialty and dental care products, demonstrating the commercial viability of high-science, veterinarian-endorsed portfolios.

Segmental Insights

The online sales channel establishes itself as the fastest-growing segment in the global pet toothpaste market due to a distinct shift in consumer purchasing behaviors. This rapid expansion is largely attributed to the convenience of home delivery and the ability to easily compare specific product formulations, such as enzymatic or natural options, which are often limited in physical retail stores. Additionally, major e-commerce platforms allow pet owners to verify product claims against standards set by organizations like the Veterinary Oral Health Council before purchasing. Consequently, the accessibility of diverse, specialized oral care solutions drives significant demand through digital marketplaces.

Regional Insights

Europe stands as the leading region in the Global Pet Toothpaste Market, driven by a profound cultural shift toward pet humanization and preventive healthcare. Owners in key markets such as Germany and the United Kingdom increasingly view pets as family members, significantly boosting expenditure on premium oral hygiene products. This dominance is underpinned by the European Union’s rigorous safety standards and chemical regulations, such as REACH, which ensure high product quality and foster consumer trust. Furthermore, the strong influence of veterinary professionals advocating for daily dental routines solidifies Europe’s commanding position in the global landscape.

Recent Developments

• In May 2025, Woof introduced the Doggy Dental Mix, a breakthrough dental care product designed to be used in conjunction with the company's Pupsicle enrichment toy. This innovative mix utilizes a proprietary formula known as Oratech, which incorporates enzymes, parsley, and kelp to effectively target tartar and oral biofilm. The product's unique delivery method turns treat time into a functional hygiene activity, ensuring prolonged contact of the active ingredients with the teeth and gums. This launch represented a significant advancement in the category, merging behavioral enrichment with essential oral health benefits to simplify dental care for dog owners.
• In March 2025, Paw Ready received industry acclaim for the launch of its Raw Ready Enzymatic Toothpaste, which secured the "Best in Show" award in the Modern Pet category at the Global Pet Expo. The newly introduced toothpaste features a Bacon Cheese flavor profile intended to overcome the common challenge of pet resistance during brushing sessions. By combining an effective enzymatic cleaning formula with a highly palatable taste, the company aimed to improve compliance with at-home dental care routines. This launch underscored the market's shift towards product innovations that prioritize both clinical efficacy and the overall experience for the pet.
• In July 2024, Pet Honesty announced the launch of Fresh Breath Dental Powder, a meal-time supplement specifically formulated to support canine oral hygiene and freshen breath. The new product features a unique blend of natural ingredients, including a proprietary postbiotic, sodium hexametaphosphate, and brown algae, which work synergistically to maintain a healthy oral microbiome and reduce gum inflammation. This innovation was developed in response to consumer feedback seeking effective, stress-free alternatives to traditional brushing, allowing pet parents to easily integrate dental care into their dogs' daily feeding regimens while ensuring long-term periodontal health.
• In March 2024, Swedencare expanded its global presence in the oral care sector by launching ProDen PlaqueOff Soft Chews in the European market. This new product line was developed to provide a convenient and palatable delivery system for A.N ProDen, the company’s proprietary sustainably harvested kelp ingredient known for reducing plaque and tartar buildup. Produced internally at the company's Vetio UK facility to ensure rigorous quality control, the soft chews were introduced to meet the growing consumer demand for functional treats that simplify daily dental hygiene routines for dogs and cats, complementing the brand’s existing powder and bone formats.

Key Market Players

• Boss Holdings, Inc.
• Central Garden & Pet Company
• Church & Dwight Co., Inc.
• Cosmos Corporation
• Fine Pet & Caps Private Limited
• Oxyfresh Worldwide, Inc.
• PawFlex Inc.
• Paws and Pals, Inc.
• Petsmile
• Virbac S.A.

By Product Type	By Pet Type	By Sales Channel	By Region
Flavoured Non-Flavoured	Dog Cat Others	Supermarket/Hypermarket Pet Pharmacy Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Pet Toothpaste Market, By Product Type:

• Flavoured
• Non-Flavoured

• Pet Toothpaste Market, By Pet Type:

• Dog
• Cat
• Others

• Pet Toothpaste Market, By Sales Channel:

• Supermarket/Hypermarket
• Pet Pharmacy
• Online
• Others

• Pet Toothpaste 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