|
Forecast
Period
|
2024-2028
|
|
Market
Size (2022)
|
USD
168.84 million
|
|
CAGR
(2023-2028)
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7.35%
|
|
Fastest
Growing Segment
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Consumer Stores
|
|
Largest
Market
|
Abu
Dhabi
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Market Overview
The UAE Oral Care Market is valued at USD 168.84 million in 2022 and is anticipated to witness an impressive growth in the forecast period with a CAGR of 7.35% through 2028.
Oral care involves maintaining the health and hygiene of the mouth, teeth, gums, and related structures through preventive and therapeutic practices. It is an essential part of personal hygiene that supports overall well-being. Regular dental check-ups and professional cleanings help detect and treat dental problems early. The UAE promotes dental health through major events like the 29th AEEDC Dubai dental conference in February 2025 and awareness initiatives such as World Oral Health Day on March 20, themed “A Happy Mouth is… A Happy Mind.”
A balanced diet also supports oral health. Limiting sugary foods and drinks helps prevent tooth decay, while nutrients from foods rich in vitamins and minerals strengthen teeth and gums. Avoiding smoking and moderating alcohol intake are important for preventing gum disease and oral cancer.
Protective measures such as mouthguards for sports and night guards for teeth grinding prevent injuries and damage. Orthodontic treatments, including braces and aligners, address misalignments and bite issues, improving both function and appearance.
Innovation continues to drive the oral care market. The development of natural and organic formulations featuring ingredients like neem, charcoal, and aloe vera attracts health-conscious consumers. Expanding distribution through online platforms and convenience stores improves accessibility. Specialty products such as teeth whitening kits, sensitivity relief toothpaste, and oral hygiene accessories like dental floss, mouth sprays, and tongue scrapers are meeting diverse consumer needs.
The growing preference for preventive healthcare is encouraging proactive oral care habits and increasing demand for products that help avoid dental issues. The UAE’s strong tourism and dental tourism sectors also support oral care consumption, as visitors purchase oral hygiene products during their stay. The global shift toward health and wellness is reflected in consumer demand for natural, sustainable, and environmentally friendly oral care products, including those with clove and eucalyptus. These trends together are driving steady growth and diversification in the UAE oral care market.
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Key Market Drivers
Innovations in Product Formulations
Consumers in the UAE are increasingly choosing oral care products with natural and organic ingredients such as neem, clove, aloe vera, and charcoal, often sold in 100g toothpaste packs. Formulations now include botanical extracts and essential oils, reflecting growing interest in products that support a balanced oral microbiome. Awareness events like AEEDC Dubai and World Oral Health Day on March 20 reinforce this trend.
Fluoride-free options using ingredients like hydroxyapatite, arginine, and calcium carbonate are gaining traction, while probiotic toothpaste and mouthwashes are emerging to promote oral balance. Activated charcoal-based products remain popular through UAE pharmacies and online retailers, despite ongoing research on their long-term effectiveness.
Technological advances are shaping the market with smart toothpaste and mobile apps that track brushing habits. Formulations for sensitivity include potassium nitrate and strontium chloride, while calcium phosphate and hydroxyapatite strengthen enamel. Sustainability is another key driver, with biodegradable packaging, bamboo toothbrushes, and toothpaste tablets becoming common.
Whitening products featuring hydrogen peroxide and baking soda remain bestsellers, along with low-sugar options using xylitol. Personalized oral care, promoted by Dubai clinics through digital assessments, and multi-benefit toothpaste combining whitening, cavity protection, and breath freshening are gaining demand, supporting steady growth of the UAE oral care market..
Increasing Promotion of Specialty Oral Care Products
Specialty oral care products in the UAE are gaining attention for addressing specific issues such as teeth whitening, sensitivity, gum health, and dry mouth. With about 40% of school-aged children affected by dental caries, awareness campaigns highlight the need for targeted dental solutions. Events like the AEEDC Dubai conference educate consumers on the benefits of these products, while dental professionals and new clinics such as CMC Dental Clinic in Dubai endorse them, adding credibility and trust.
These products often feature unique ingredients like neem, charcoal, and aloe vera, attracting consumers seeking advanced formulations. Demonstrations, testimonials, and visible results influence buyers, especially as Dubai attracts thousands of dental tourists exposed to premium products. Many specialty oral care lines are marketed as luxury items, with UAE e-commerce platforms promoting bundle offers and limited-edition campaigns to drive purchases.
Collaborations with influencers and dental professionals help boost visibility, with online sales rising by over 30% in the past two years. Prominent placement across pharmacies, hypermarkets, and online stores improves accessibility, while promotions tailored to age and lifestyle segments encourage adoption of child-friendly and specialized solutions. Highlighting scientific validation through clinical studies strengthens consumer trust. These combined factors are expected to drive steady growth in the UAE oral care market.
Growing Emphasis on Preventive Oral Care
Growing awareness about the link between oral health and overall well-being is driving preventive oral care adoption in the UAE. People are shifting from reactive dental care to preventive measures, supported by education from professionals and campaigns like World Oral Health Day and the International Conference on Dental and Oral Health in Dubai. This proactive approach encourages individuals to maintain oral hygiene, preventing issues such as cavities, gum disease, and enamel erosion.
Preventive care promotes regular dental check-ups and cleanings, helping detect problems early. Fluoride-based products remain central, with consumers actively seeking toothpaste and mouthwash that strengthen enamel and prevent decay. A study of 50 UAE toothpastes found that 10 exceeded the recommended fluoride limit, highlighting both consumer demand and the need for quality regulation. Daily habits like brushing, flossing, and using mouthwash sustain steady product demand, with offerings tailored to concerns such as sensitivity, enamel protection, and gum health.
Dental professionals continue to advocate preventive care, influencing consumer behavior. Smart toothbrushes and AI-enabled oral care apps support improved hygiene by offering real-time feedback. Government-led initiatives such as the “Dubai Smiles Healthy” school program reinforce this awareness, particularly among children. As the population ages, demand rises for products addressing age-related issues like sensitivity and dry mouth. Together, these factors are accelerating the growth of the UAE oral care market.
Key Market Challenges
Competition
and Market Saturation
The oral care market in the UAE is
highly competitive, with numerous local and international brands vying for
market share. Companies must differentiate their products and marketing
strategies to stand out among competitors. Establishing a unique selling
proposition (USP) becomes crucial in a saturated market. Brands need to
differentiate themselves through innovative formulations, packaging, marketing,
or by addressing specific consumer needs. Intense competition can lead to price
wars, where companies reduce prices to gain a competitive edge.
While this may
benefit consumers in the short term, it can impact profit margins and the
overall sustainability of businesses in the long run. The oral care market may
be saturated with a multitude of similar products, making it challenging for
new entrants to gain a foothold. Existing players must continually innovate to
retain market share and attract new customers.
Building and maintaining
consumer loyalty becomes challenging when there are numerous options available.
Brands need to invest in building strong relationships with customers through
quality products, effective marketing, and responsive customer service. Limited
retail shelf space can be a constraint, especially in physical stores. With
numerous products competing for visibility, securing prominent placement
becomes crucial for attracting consumer attention.
Changing Consumer Preferences
As
global trends toward natural and organic products increase, consumers may shift
their preferences toward oral care products that contain fewer chemicals and
more natural ingredients. This shift could impact traditional oral care brands.
Increasing awareness of environmental issues may lead consumers to favor oral
care products with eco-friendly packaging and sustainable sourcing. Brands that
do not align with these preferences may face challenges.
Specific
concerns like sensitivity or offering premium formulations. Brands that do not
adapt to these preferences may lose market share. Consumers might show a
preference for technologically advanced oral care products, including smart
toothbrushes and apps that provide real-time feedback. Brands not incorporating
technology may face challenges in meeting evolving consumer expectations. Changes
in lifestyle and cultural influences can impact oral care preferences. For
example, a shift toward busier lifestyles may drive demand for on-the-go or
convenience-oriented oral care solutions. Consumers may seek a broader range of
flavors and varieties in oral care products. Brands that do not offer diverse
options may struggle to appeal to consumers who are looking for more customized
choices.
Key Market Trends
Sustainable and Eco-Friendly
Practices
Consumers in the UAE, as elsewhere, are increasingly concerned about the environmental impact of packaging, with local retailers like Shift Eco specializing in eco-friendly oral care. Sustainable oral care brands may use recyclable or biodegradable materials for packaging to reduce plastic waste, and some, like Himalaya Wellness, have eliminated PVC for PET in half of their product range.
The use of biodegradable materials in toothbrushes, such as bamboo, has gained popularity; these are widely available on UAE e-commerce platforms and are compliant with regulations like Dubai's 2025 Green Building Code for hotel supplies. Brands are adopting zero-waste initiatives, minimizing packaging waste and promoting the use of reusable or refillable containers for oral care products like toothpaste tablets. Sustainable oral care products often feature natural and organic ingredients.
This trend aligns with consumers' preferences for products that are perceived as healthier and environmentally friendly. There is an increasing demand for oral care products that are cruelty-free and do not involve animal testing. Brands like Waken, which is 100% vegan-friendly and available in UAE supermarkets, may gain favor among conscious consumers. Some oral care brands aim to offset their carbon footprint by implementing carbon-neutral practices; Waken's mouthwashes, for example, are certified carbon neutral. Innovations in packaging include the development of recyclable toothpaste tubes, a trend that brands in the UAE are increasingly adopting to meet consumer demand for sustainability.
Segmental Insights
Type Insights
In 2022, the UAE Oral Care Market's largest share was held by the Mouthwashes/Rinses segment and is predicted to continue expanding over the coming years. Growing awareness of the importance of oral hygiene has led to increased adoption of mouthwashes/rinses as part of daily oral care routines. Consumers are becoming more proactive in maintaining their oral health. With an overall trend toward healthier lifestyles, consumers are more conscious about their health, including oral health. Mouthwashes are often perceived as an additional measure for maintaining fresh breath and preventing oral issues. Dental professionals and oral care campaigns often emphasize the importance of preventive oral care. Mouthwashes are positioned as a supplementary measure to regular brushing and flossing, contributing to their popularity. Mouthwashes are formulated to address specific oral health concerns, such as bad breath, gingivitis, and plaque. The availability of specialized mouthwash products catering to various needs attracts consumers seeking targeted solutions. Mouthwashes offer a convenient and easy-to-use option for maintaining oral hygiene, especially for individuals with busy lifestyles. This ease of use contributes to their popularity as part of a daily oral care routine.
Distribution Channel Insights
In 2022, the UAE Oral Care Market's largest share was held by the Consumer Stores segment and is predicted to continue expanding over the coming years. Consumer stores, including supermarkets, pharmacies, and retail outlets, typically offer a wide range of oral care products. This includes toothpaste, toothbrushes, mouthwashes, and other dental care items. The diversity of products available in these stores attracts a broad consumer base. Consumer stores are often conveniently located in residential areas, making oral care products easily accessible to many consumers. The convenience of purchasing oral care items during routine shopping trips contributes to the segment's market share.
Consumer stores often carry products from various oral care brands, including both mainstream and niche brands. The visibility of these products in consumer stores, along with promotional activities and displays, can influence purchasing decisions. Oral care products are consumables that people need to replenish regularly. Consumer stores, being part of individuals' routine shopping destinations, benefit from the frequency of oral care product purchases. Consumer stores often engage in price competition, offering discounts and promotions on oral care products. Competitive pricing strategies can attract price-sensitive consumers and contribute to the segment's market share.
End User Insights
In 2022, the UAE Oral Care Market's largest share was held by the Dental Hospitals & Clinics segment in the forecast period and is predicted to continue expanding over the coming years. Dental hospitals and clinics are staffed by trained and experienced dental professionals, including dentists and dental hygienists. Patients often seek the expertise of these professionals for preventive care, treatments, and routine check-ups. Dental hospitals and clinics offer a wide range of oral care services, including routine check-ups, cleanings, orthodontic treatments, and specialized procedures. The comprehensive nature of services attracts a diverse range of patients. Dental hospitals and clinics often invest in advanced dental technologies and equipment, providing patients with access to state-of-the-art diagnostic tools and treatment options.
This can contribute to the preference for these facilities. Dental hospitals and clinics, especially those with a long-standing reputation, tend to be trusted by patients. Trust and credibility are crucial factors in healthcare, and patients may prefer established dental institutions for their oral care needs. Certain oral health conditions require specialized care and expertise. Dental hospitals and clinics are equipped to handle a variety of dental issues, attracting patients seeking specialized treatments.
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Regional Insights
The Abu Dhabi region dominates
the UAE Oral Care Market in 2022. The population density and demographic
profile of the Abu Dhabi region could play a significant role. If the region
has a higher population density or a demographic profile that indicates a
greater demand for oral care products, it could lead to the dominance of the
market. Economic factors, such as higher income levels and greater purchasing
power in the Abu Dhabi region, could contribute to increased spending on oral
care products.
Consumers with higher disposable incomes may be more inclined to
invest in premium oral care products. The presence of robust healthcare
infrastructure, including dental clinics and facilities, in the Abu Dhabi
region could contribute to a higher awareness of oral health and drive the
demand for oral care products. Companies operating in the oral care market may
employ effective marketing and distribution strategies that specifically target
the Abu Dhabi region. This targeted approach can lead to a higher market share
in that area.
Recent Developments
- In Closeup 2025, Unilever launched its new Closeup White Now range, co-created with Gen Z consumers in mind. This super-premium line focuses on teeth whitening and introduces new formats to the market, including tooth polishers designed to remove stains and a "Stain Away" spray that helps protect teeth from staining.
- In Pepsodent 2024, Unilever expanded its therapeutic oral care offerings with the Pepsodent Expert range. Designed in collaboration with dental experts, these specialist toothpastes are clinically proven to provide relief for advanced oral health issues such as gum disease and tooth sensitivity. The Pepsodent GumExpert variant was developed to improve gum health by inhibiting plaque growth and helping to prevent inflammation.
Key Market Players
- 3M Medical UAE
- P&G UAE
- GSK UAE
- Colgate Palmolive UAE
- Philips UAE
- Ansar Harford FZC
- Biofresh Healthcare Products
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- Toothpaste
- Toothbrush
- Mouthwashes/Rinses
- Dental
Accessories
- Denture
Product
- Others
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- Consumer
Stores
- Retail
Pharmacies
- Online
Distribution
- Dental
Dispensaries
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- Dental
Hospitals & Clinics
- Homecare
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- Dubai
- Abu
Dhabi
- Sharjah
- Rest
of UAE
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Report Scope:
In this report, the
UAE Oral Care Market has
been segmented into the following categories, in addition to the industry
trends which have also been detailed below:
- UAE Oral Care Market, By Type:
o Toothpaste
o Toothbrush
o Mouthwashes/Rinses
o Dental Accessories
o Denture Product
o Others
- UAE Oral Care Market, By Distribution Channel:
o Consumer Stores
o Retail Pharmacies
o Online Distribution
o Dental Dispensaries
- UAE Oral Care
Market, By End User:
o Dental Hospitals & Clinics
o Homecare
- UAE Oral Care Market,
By region:
o
Dubai
o
Abu
Dhabi
o
Sharjah
o
Rest
of UAE
Competitive
Landscape
Company
Profiles: Detailed
analysis of the major companies presents in the UAE Oral
Care Market.
Available Customizations:
UAE Oral Care Market report with
the given market data, Tech Sci Research offers customizations according to a
company's specific needs. The following customization options are available for
the report:
Company Information
- Detailed analysis and profiling of
additional market players (up to five).
UAE Oral Care Market is an upcoming report to be released
soon. If you wish an early delivery of this report or want to confirm the date
of release, please contact us at [email protected]