Report Description

Forecast Period


Market Size (2023)

USD 181.01 Million

Market Size (2029)

USD 275.34 Million

CAGR (2024-2029)


Fastest Growing Segment


Largest Market

South Vietnam

Market Overview

Vietnam Oral Care Market was valued at USD 181.01 million in 2023 and is anticipated to project impressive growth in the forecast period with a CAGR of 7.20% through 2029. The oral care market in Vietnam has experienced steady growth in recent years, propelled by factors such as population expansion, urbanization, and heightened consumer consciousness regarding dental health. With Vietnam boasting a population exceeding 98 million individuals, the nation presents a substantial market potential for oral care products and services. This market comprises a diverse array of offerings, ranging from toothpaste and toothbrushes to mouthwashes, dental floss, and various oral care accessories.

Also, Vietnam's oral care sector offers notable prospects for both growth and innovation, fueled by the escalating awareness among consumers, evolving preferences, and advancements in oral care technologies. To thrive within this competitive landscape, businesses must remain attuned to market trends, prioritize investment in product research and development, and implement robust marketing strategies. Additionally, adherence to regulatory standards is imperative to ensure product quality, safety, and compliance with established requirements. By navigating these dynamics effectively, companies can capitalize on the burgeoning opportunities within Vietnam's oral care market and establish a strong foothold in this dynamic industry.

Key Market Drivers

Increasing Awareness of Dental Health

The increasing awareness of dental health among the Vietnamese population serves as a significant driver fueling the growth of the oral care market in Vietnam. As individuals become more informed about the importance of maintaining good oral hygiene, they are increasingly motivated to invest in oral care products and services to preserve their dental health. This heightened awareness is often the result of various educational initiatives, awareness campaigns, and information dissemination efforts by healthcare professionals, government agencies, and oral care companies. Through these channels, consumers are educated about the consequences of poor oral hygiene, such as tooth decay, gum disease, and bad breath, as well as the benefits of adopting regular oral care routines. Also, the proliferation of digital media platforms and the internet has played a significant role in disseminating information about dental health to a broader audience. Consumers have access to a wealth of resources, including articles, videos, and online forums, where they can learn about proper oral care techniques, the importance of regular dental check-ups, and the role of oral hygiene in overall health and well-being.

As awareness of dental health continues to grow, so does the demand for oral care products and services. Consumers are more inclined to invest in toothpaste, toothbrushes, mouthwashes, and dental floss as part of their daily oral care routines. They are also more likely to seek professional dental services, such as cleanings, check-ups, and treatments, to address existing dental issues and prevent future problems. For businesses operating in the oral care market, the increasing awareness of dental health presents opportunities for growth and innovation. Companies can capitalize on this trend by developing and marketing products that address specific oral health concerns, such as sensitivity, enamel protection, and gum care. Additionally, they can leverage educational campaigns and partnerships with dental professionals to further educate consumers and promote the importance of oral hygiene. The increasing awareness of dental health among Vietnamese consumers serves as a powerful driver of growth in the oral care market. By recognizing and responding to this trend, businesses can position themselves for success in this dynamic and evolving industry landscape.

Population Growth and Urbanization

Population growth and urbanization play significant roles in driving the growth of the oral care market in Vietnam, presenting unique opportunities and challenges for businesses operating in this sector. As Vietnam experiences population growth, particularly in urban centers, the concentration of people in these areas creates a larger consumer base for oral care products and services. Urban dwellers typically have higher levels of disposable income and better access to healthcare facilities, making them more likely to invest in oral hygiene products and seek professional dental care.

Urbanization often accompanies changes in lifestyle and dietary habits, which can impact oral health. For example, urban residents may have access to a wider variety of food and beverage options, including sugary and acidic foods, which can contribute to dental issues such as tooth decay and gum disease. Consequently, there is a growing need for effective oral care solutions to address these challenges, driving demand for products like toothpaste, mouthwash, and dental floss. Urbanization is often associated with economic development and rising incomes, allowing consumers to allocate more resources towards healthcare, including oral care. As urban residents have higher levels of disposable income, they are more likely to purchase premium oral care products and services that offer additional benefits such as advanced whitening, enamel protection, or specialized treatments. This trend towards premiumization contributes to market growth by expanding the range of products available and increasing overall market value. Urban areas typically have better-developed healthcare infrastructure, including dental clinics and practices, which provide easier access to professional dental care. This accessibility encourages urban residents to seek regular dental check-ups, preventive care, and treatments for oral health issues, driving demand for oral care services and products.

Urbanization also presents opportunities for oral care companies to expand their reach and market their products more effectively. Urban centers are often hubs of commercial activity, with a wide range of retail outlets, pharmacies, and healthcare facilities where oral care products can be sold. Additionally, urban populations are more likely to be exposed to marketing campaigns and promotional activities, increasing awareness and demand for oral care products. Population growth and urbanization create a conducive environment for the growth of the oral care market in Vietnam by increasing the size of the target market, driving changes in consumer behavior and preferences, and providing opportunities for businesses to expand their presence and reach. By understanding and leveraging these dynamics, oral care companies can capitalize on the growth potential offered by Vietnam's urbanizing population.

Product Innovation and Technological Advancements

Product innovation and technological advancements are key drivers of growth in the Vietnam oral care market, fueling consumer interest, demand, and market expansion.  Continuous innovation in oral care products leads to the development of advanced formulations and the incorporation of novel ingredients. For example, toothpaste formulations may include ingredients such as fluoride for cavity prevention, baking soda for whitening, and herbal extracts for gum health. These innovative formulations offer enhanced benefits and address specific oral health concerns, appealing to discerning consumers seeking effective solutions for their dental care needs. Product innovation drives the introduction of specialized oral care products tailored to address specific oral health issues. This includes products designed for sensitive teeth, enamel strengthening, gum care, and whitening. By offering a diverse range of specialized products, oral care companies cater to the diverse needs and preferences of consumers, expanding the market and driving sales growth.

Technological innovations have revolutionized oral care devices such as toothbrushes and water flossers. Electric toothbrushes equipped with oscillating or sonic technology provide superior plaque removal and gum stimulation compared to traditional manual brushes. Similarly, water flossers utilize pulsating water streams to effectively clean between teeth and along the gumline. These technological advancements enhance the effectiveness and convenience of oral hygiene practices, driving adoption and market growth. The emergence of smart oral care solutions integrates technology with oral hygiene practices, offering features such as Bluetooth connectivity, real-time feedback, and personalized oral care routines. Smart toothbrushes, for example, can track brushing habits, provide guidance for optimal brushing techniques, and sync data to smartphone apps for analysis. These intelligent solutions appeal to tech-savvy consumers seeking innovative ways to improve their oral health, driving demand for advanced oral care products. Increasing consumer awareness of environmental sustainability has prompted oral care companies to innovate and develop eco-friendly products. This includes the use of biodegradable materials, recyclable packaging, and sustainable manufacturing practices. As environmental consciousness grows among consumers, there is a rising demand for oral care products that align with sustainability values, driving market growth in this segment.

Product innovation goes hand in hand with consumer education and engagement efforts. Oral care companies invest in educational campaigns, online resources, and interactive platforms to educate consumers about the benefits of innovative oral care products and technologies. By fostering greater awareness and understanding, companies stimulate demand and drive adoption of innovative oral care solutions. Product innovation and technological advancements are instrumental in driving growth in the Vietnam oral care market by offering enhanced benefits, addressing specific oral health needs, improving efficacy and convenience, and appealing to evolving consumer preferences. As companies continue to innovate and introduce new solutions, the oral care market is poised for further expansion and development in Vietnam.

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Key Market Challenges

Limited Access to Dental Care Services

Despite urbanization and economic growth, access to dental care services remains limited, especially in rural and remote areas of Vietnam. Many Vietnamese individuals, particularly those in underserved communities, lack access to dental clinics and professionals, leading to disparities in oral health outcomes. This limited access to dental care services hampers early detection and treatment of oral health issues, resulting in higher rates of untreated dental problems such as tooth decay and gum disease. Addressing this challenge requires investments in healthcare infrastructure, including the establishment of more dental clinics and outreach programs to provide dental care services to underserved populations.

Low Awareness of Oral Hygiene Importance

While there has been an increase in awareness of dental health in Vietnam, many individuals still lack adequate knowledge about the importance of oral hygiene practices and preventive dental care. This low awareness can lead to poor oral hygiene habits, such as irregular brushing and flossing, and neglect of routine dental check-ups. Additionally, cultural factors and misconceptions about oral health may contribute to a lack of emphasis on preventive care. Overcoming this challenge requires comprehensive education and awareness campaigns targeting both urban and rural populations, emphasizing the importance of regular oral hygiene routines, dental check-ups, and early intervention for dental issues.

Affordability and Affordability of Oral Care Products and Services

Affordability and accessibility are significant barriers to oral care in Vietnam, particularly for low-income individuals and families. While oral care products such as toothpaste and toothbrushes are relatively affordable, dental treatments and services can be costly, especially for complex procedures or specialized care. This financial barrier often leads to delayed or deferred dental care, exacerbating oral health problems and increasing the need for more extensive and expensive treatments in the long run. To address this challenge, measures such as government subsidies for dental services, public-private partnerships to provide affordable dental care, and community-based oral health initiatives can help improve access to essential oral care services for all segments of the population.

Key Market Trends

Rise of Natural and Herbal Oral Care Products

There is a growing consumer preference for natural and herbal oral care products in Vietnam, driven by increasing awareness of health and environmental sustainability. Consumers are becoming more discerning about the ingredients in their oral care products and are seeking alternatives to conventional formulations that may contain artificial additives or harsh chemicals. As a result, there is a rising demand for natural toothpaste, mouthwashes, and dental floss made from botanical extracts, essential oils, and other plant-based ingredients. Manufacturers are responding to this trend by introducing a diverse range of natural and herbal oral care products that offer effective cleaning and protection while catering to consumer preferences for natural and sustainable options.

Focus on Preventive Oral Care

Another significant trend driving the future growth of the Vietnam oral care market is the increasing emphasis on preventive oral care measures. Consumers are recognizing the importance of maintaining good oral hygiene and preventing dental problems before they arise. This shift towards preventive care is fueled by awareness campaigns, education initiatives, and the guidance of dental professionals. As a result, there is a growing demand for oral care products that offer preventive benefits, such as toothpaste with advanced cavity protection, mouthwashes with antibacterial properties, and dental floss designed to remove plaque and prevent gum disease. Manufacturers are capitalizing on this trend by developing innovative products that promote oral health and encourage regular preventive care routines among consumers.

Adoption of Technologically Advanced Oral Care Devices

Technological advancements are driving the adoption of advanced oral care devices in Vietnam, offering consumers more effective and convenient ways to maintain their oral hygiene. Electric toothbrushes, water flossers, and smart oral care devices equipped with features such as oscillating bristles, water jets, and Bluetooth connectivity are gaining popularity among consumers seeking superior cleaning performance and personalized oral care experiences. These technologically advanced devices offer benefits such as improved plaque removal, gum stimulation, and real-time feedback on brushing habits, enhancing the effectiveness and efficiency of oral hygiene routines. As consumers become more accustomed to the convenience and benefits of these devices, the adoption of technologically advanced oral care products is expected to drive future growth in the Vietnam oral care market.

Segmental Insights

Type Insights

Based on the category of Type, the Toothpaste segment emerged as the dominant in the Vietnam market for Oral Care in 2023. Toothpaste stands as an indispensable component of daily oral hygiene regimens, recognized as an essential product for maintaining oral health across all age groups in Vietnamese households. Its pivotal role in eliminating food particles, plaque, and bacteria from teeth and gums underscores its significance in preventing tooth decay, gum disease, and halitosis. This ubiquitous usage and necessity cement the toothpaste segment's dominance within the oral care market in Vietnam.

The extensive array of toothpaste varieties available caters to diverse consumer needs and preferences, addressing specific oral health concerns such as cavity protection, tartar control, sensitivity relief, whitening, and gum care. Furthermore, the multitude of flavors, textures, and formats offered ensures that consumers can select toothpaste products tailored to their individual oral care requirements, thereby propelling demand and consolidating market supremacy.

Established oral care brands like Colgate, Close-Up, and Sensodyne have attained robust brand recognition and trust among Vietnamese consumers, particularly within the toothpaste category. This recognition is underpinned by perceptions of product safety, efficacy, and familiarity, which drive consumer loyalty and contribute significantly to the dominance of these trusted brands in the Vietnam oral care market. Manufacturers of toothpaste allocate substantial resources to marketing and promotional endeavors aimed at heightening product visibility and educating consumers on oral hygiene importance. Advertising campaigns, endorsements from dental professionals, and promotional incentives are strategic tools employed to bolster awareness and stimulate consumer demand for toothpaste products. Emphasizing the myriad benefits and features of toothpaste formulations, marketing efforts underscore attributes such as cavity protection, freshness, and whitening efficacy, thereby shaping consumer preferences and fortifying market leadership within the toothpaste segment.

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Regional Insights

South Vietnam emerged as the dominant region in the Vietnam Oral Care market in 2023, holding the largest market share in terms of value. The Southern region of Vietnam, particularly urban centers like Ho Chi Minh City, stands out due to its dense population and status as the country's economic nucleus. This concentration of people fuels demand for oral care products and services, attributed to the region's higher disposable incomes and improved access to healthcare amenities. Urbanization within this region triggers shifts in lifestyle and dietary patterns, which subsequently influence oral health trends and spur the uptake of oral care solutions.

The Southern region boasts economic prosperity driven by robust industrialization, commercial activities, and trade. This financial vitality translates into heightened purchasing power among consumers, empowering them to invest in premium oral care offerings. Consequently, oral care companies strategically target the urban markets within the Southern region to capitalize on this elevated spending capacity and consumers' inclination to procure quality oral care solutions.

Also, residents of urban areas in the Southern region exhibit notable levels of health consciousness and awareness, particularly regarding oral health and hygiene. This heightened awareness fosters a growing emphasis on preventive healthcare practices and wellness routines, propelling demand for oral care products geared towards promoting oral hygiene and averting dental issues. Additionally, urban dwellers in this region demonstrate a propensity for seeking regular dental check-ups and professional treatments, further stimulating the demand for oral care services. Southern region of Vietnam emerges as a pivotal stronghold in the oral care market, characterized by its dense urban population, economic prosperity, heightened health consciousness, and propensity for premium oral care investments. These factors collectively underscore the region's significance as a prime market for oral care companies seeking to capitalize on the affluent consumer base and growing demand for quality oral health solutions.

Recent Development

  • In April 2024, Leveraging its proficiency in delivering freshness, Closeup is strategically capitalizing on emerging consumer insights regarding local taste preferences to expand its market reach in Vietnam. With the personal care industry experiencing rapid growth and the country's consumer base expected to nearly double by 2030, oral care presents lucrative opportunities in Vietnam. Closeup currently holds a substantial 20% share of the nation's toothpaste market, and aims to further enhance its position. To achieve this, the brand recently embarked on an in-depth analysis of consumer taste preferences, leveraging the findings to drive innovative product development initiatives.

Key Market Players

  • Colgate Palmolive (Vietnam) Limited
  • Unilever PLC
  • Johnson & Johnson Services, Inc
  • Amway Vietnam Company Limited
  • P&G Vietnam
  • GSK Pharma Viet Nam Company Limited

 By Type

By Distribution Channel

By End User

By Region

  • Toothpaste
  • Toothbrush
  • Mouthwashes/Rinses
  • Dental Accessories
  • Denture Products
  • Consumer Stores
  • Retail Pharmacies
  • Online Distribution
  • Dental Dispensaries
  • Dental Hospitals & Clinics
  • Homecare

South Vietnam

North Vietnam

Central Vietnam


Report Scope:

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

  • Vietnam Oral Care Market, By Type:

o   Toothpaste

o   Toothbrush

o   Mouthwashes/Rinses

o   Dental Accessories

o   Denture Products

  • Vietnam Oral Care Market, By Distribution Channel:

o   Consumer Stores

o   Retail Pharmacies

o   Online Distribution

o   Dental Dispensaries

  • Vietnam Oral Care Market, By End User:

o   Dental Hospitals & Clinics

o   Homecare  

  • Vietnam Oral Care Market, By Region:

o   South Vietnam

o   North Vietnam

o   Central Vietnam

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Vietnam Oral Care Market.

Available Customizations:

Vietnam 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).

Vietnam 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]

Table of content

1.    Product Overview

2.    Research Methodology

3.    Impact of COVID-19 on Vietnam Oral Care Market

4.    Voice of Customer

5.    Vietnam Oral Care Market Outlook

5.1.  Market Size & Forecast

5.1.1.     By Value

5.2.  Market Share & Forecast

5.2.1.     By Type (Toothpaste {Paste, Gels, Powders, Polishes}, Toothbrush {Manual, Electric, Battery Powered}, Mouthwashes/Rinses {Non-Medicated v/s Medicated}, Dental Accessories {Dental Flosses, Breath Fresheners, Dental Water Jets, Tongue Scrapers, Others}, Denture Products {Cleaner v/s Fixatives}, Others)

5.2.2.     By Distribution Channel (Consumer Stores, Retail Pharmacies, Online Distribution, Dental Dispensaries)

5.2.3.     By End User (Dental Hospitals & Clinics, Homecare)

5.2.4.     By Region

5.2.5.     By Company (2023)

5.3.  Product Market Map

6.    Vietnam Toothpaste Market Outlook

6.1.  Market Size & Forecast          

6.1.1.     By Value

6.2.  Market Share & Forecast

6.2.1.     By Distribution Channel

6.2.2.     By End User

7.    Vietnam Toothbrush Market Outlook

7.1.  Market Size & Forecast          

7.1.1.     By Value

7.2.  Market Share & Forecast

7.2.1.     By Distribution Channel

7.2.2.     By End User

8.    Vietnam Mouthwashes/Rinses Market Outlook

8.1.  Market Size & Forecast          

8.1.1.     By Value

8.2.  Market Share & Forecast

8.2.1.     By Distribution Channel

8.2.2.     By End User

9.    Vietnam Dental Accessories Market Outlook

9.1.  Market Size & Forecast          

9.1.1.     By Value

9.2.  Market Share & Forecast

9.2.1.     By Distribution Channel

9.2.2.     By End User

10.  Vietnam Denture Products Market Outlook

10.1.              Market Size & Forecast

10.1.1.  By Value

10.2.              Market Share & Forecast

10.2.1.  By Distribution Channel

10.2.2.  By End User

11.  Market Dynamics

11.1.              Drivers

11.2.              Challenges

12.  Market Trends & Developments

13.  Policy & Regulatory Landscape

14.  Import-Export Analysis

15.  Vietnam Economic Profile

16.  Competitive Landscape

16.1.  Colgate Palmolive (Vietnam) Limited

16.1.1.         Business Overview

16.1.2.         Product & Service Offerings

16.1.3.         Recent Developments

16.1.4.         Financials (If Listed)

16.1.5.         Key Personnel

16.1.6.         SWOT Analysis

16.2.  Unilever PLC

16.3.  Johnson & Johnson Services, Inc

16.4.  Amway Vietnam Company Limited

16.5.  P&G Vietnam

       16.6. GSK Pharma Viet Nam Company Limited

17.  Strategic Recommendations

18. About Us & Disclaimer

Figures and Tables

Frequently asked questions


The market size of Vietnam Oral Care Market was estimated to USD 181.01 million in 2023.


Colgate Palmolive (Vietnam) Limited, Unilever PLC, Johnson & Johnson Services, Inc, Amway Vietnam Company Limited, P&G Vietnam, GSK Pharma Viet Nam Company Limited were the top key players in the Vietnam Oral Care Market in 2023.


Limited Access to Dental Care Services and Low Awareness of Oral Hygiene Importance are the major challenges which restrict the growth of the Vietnam Oral Care Market.


Increasing awareness of oral health and Population Growth and Urbanization are the major drivers which drives the growth of the Vietnam Oral Care Market.


Sakshi Bajaal

Business Consultant
Press Release

Vietnam Oral Care Market to Grow with a CAGR of 7.20% through 2029

May, 2024

Changing Lifestyles and Dietary Habits and Product Innovation and Technological Advancements are expected to drive the Vietnam Oral Care Market growth in the forecast period, 2025-2029