Summary of our market study

Toothpaste market in France valued at around €500 million

The global toothpaste market, a key oral hygiene segment within the broader hygiene and cosmetics industry, saw a slight decline in sales in 2020 due to the Covid-19 pandemic, with the French market recording a -19% drop in value.

The global market for oral care products was estimated at US$43 billion in 2023, or 6% of the overall hygiene and cosmetics market.

However, market growth has resumed worldwide. In 2021, the market grew by +0.8%. and has grown by around 3.1% since 2021, driven by increased health awareness and rising disposable incomes, particularly in the Asia-Pacific region.

In France, the dominance of global brands in supermarket and hypermarket chains is very strong, as is the rise in demand for organic and natural toothpaste options.

French toothpaste imports totalled 110 million euros, the majority coming from Germany, Poland, Slovakia and the UK, while French exports were mainly destined for the Netherlands, Italy and Belgium, to the tune of 116 million euros.

New offerings of natural ingredients, sustainable packaging and customized formulations are driving innovation and value growth in the market.

Demand in the French toothpaste market: innovation and the appeal of organic products

In recent years, the French toothpaste market has shown robust vitality, propelled by growing consumer health awareness and a growing preference for organic and natural products.

The market is valued at around €500 million

Between 2014 and 2019, the organic toothpaste user base grew from around 2.4 million to around 3.5 million.

Although the overall personal care market has experienced a slowdown, oral care products, led by the toothpaste segment, have shown resilience. Toothpaste sales in supermarkets and hypermarkets account for almost two-thirds of all oral care sales.

Only 16% of French people brush their teeth three times a day, and 24% brush once a day.

Sales of organic and natural products have risen by an astonishing 17% in value terms, and by 75% in the organic segment alone.

This trend is in line with the trajectory of the global market, where the Asia-Pacific region is a major growth driver.

while market leaders have introduced innovations, with toothpastes addressing specific issues such as sensitivity, gum care and multi-care, capturing between 15 and 20 million consumers, organic toothpaste consumers have also increased over the years.

The French toothpaste market therefore remains dynamic, with a clear propensity for products that are positioned with health and ecological considerations at the forefront.

Key players

  • Unilever: Signal is one of the most widely used brands in France.
  • Procter & Gamble/ Oral-B is a leader in oral hygiene
  • Sunstar specializes in oral health
  • Pierre Fabre is also known for its positioning in the oral care market.
  • Dabur Dabur's presence in the market testifies to the diversity and global nature of the toothpaste industry. As a company whose origins lie outside Western-centric brands, Dabur offers unique products, catering to diverse consumer preferences and offering herbal and ayurvedic alternatives to conventional toothpaste formulations.
  • Cattier specializes in organic cosmetics and is positioned in the organic toothpaste segment.
  • Coslys Coslys products are aimed at an emerging market
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Toothpaste is an abrasive and antiseptic paste, gel or powder used to clean teeth for health and aesthetic reasons. The first commercially available toothpastes appeared in the 19th century, and it was in 1896 in New York City that Colgate produced the first tube of toothpaste in the form known today.

The toothpaste market is a sub-segment of the oral hygiene market which in turn is a segment of the hygiene and cosmetics market. The global toothpaste market is a relatively mature but growing market where dynamism is driven by innovation of supply.

Globally, toothpaste sales are growing amid increased health concerns and higher spending power which permits more people to access the product. Indeed, a CAGR of 3.1% over the period 2017 to 2024 is expected, with Asia-Pacific being the key driving market.

The French market, similar to that of the global market, is largely dominated by leading brands (such as Colgate) owned by large groups, whose sales are mainly made in supermarkets and hypermarkets.

The French still have some progress to make in the area of dental hygiene habits which proves that the sector is buoyant. Finally, the market is disrupted by the appeal of organic and natural products.

In 2020, due to the pandemic, toothpaste sales have slightly decreased. However, before the crisis, the sales showed a little increase, an upward trend that seems to resume in 2021.

1.2 A growing global market

The global market for oral care products was valued at US$**.* billion in ****, or *% of the overall hygiene and cosmetics market. It is a market in continuous expansion (***) and is expected to reach $US**.* billion in ****, equal to an average annual growth of *.*% over the period **** to ****. 

Market size oral products World, ...

1.3 A French market dominated by global brands

The market for personal hygiene products is in decline with a decrease in domestic demand in France for the third consecutive year (***). Nevertheless, oral hygiene products held up well, thanks in particular to the toothpaste segment [***].

The oral care branch accounted for *.*% of total personal care product billings in ****. 

Breakdown of ...

1.4 Summary of market determinants

The table below summarises the main determinants of toothpaste market activity; the evolution given for each factor is an assessment of the impact (***) in the coming years on the toothpaste market.

Source: ****

1.5 Covid-19 pandemic slightly affected the market

Covid-** and its numerous daily-life restrictions which maintained most of French people at home, resulted in a decrease in the overall level of oral hygene. Indeed, the fact of not going to work for most people made them "forget" about their oral habits, and the toothpaste category itself having has declined ...

2 Demand Analysis

2.1 The French lag behind in dental hygiene

In spite of the many messages about oral hygiene, the French are below the recommended frequency for brushing teeth.  

**% brush once a day, whilst only **% brush three times a day. The **-** year olds are the most assiduous. On average, they consume three tubes of toothpaste per year when five ...

2.2 The French craze for natural and technological products

Toothpastes with an organic label have seen the greatest growth in mass distribution channels in France. At the end of May ****, the natural and organic offerings showed a **% growth in value compared to the previous year, and **% for the Bio segment alone [***].

Brands like Léa Nature are thus a must ...

2.3 Criteria for choosing a tube of toothpaste

"Classical" toothpaste remains the most used by French consumers in **** according to a report by Kantar Media. More than ** million French people used it during the year, a number that is lower than in **** (***).

This decrease is observed for all types of toothpaste, with the exception of organic products. The number ...

2.4 Les marques de dentifrice préférées des Français

Le graphique ci-dessous a été obtenu à partir du sondage mené par OpinionWay au sujet des marques préférées des Français en mars ****. Il s'agit des réponses des sondés à la question "aimez-vous telle marque de dentifrice ?" pour chaque marque, le pourcentage correspond à la part de sondés ...

3 Market structure

3.1 Overview of the French toothpaste industry

The French toothpaste industry represented *.*% of European production in ****. This places France in fourth place behind Germany (***).

The toothpaste market is a mature market in France. Manufacturers, mainly the leaders, are constantly using communication and marketing campaigns to strengthen the attractiveness and image of their brands. Such events often include celebrities ...

3.2 Production for the national and European markets

French production is mainly intended for the domestic market (***).

In ****, French exports of toothpaste accounted for €*** million. The main destinations of toothpaste exports are the Netherlands, Italy and Belgium.

  Main destination countries for toothpaste exports France, ****, % Source: ****

French imports totalled €*** million, up by *.*% compared to ****. Moreover, they come mainly from ...

3.3 Production processes and environmental considerations

Composition and production stages

As far as the industrial production of the product is concerned, all toothpastes generally contain the same ingredients:

abrasives detergents binding agents dyestuffs artificial flavours antiseptics preservatives humectants (***) therapeutic agents to combat caries or to whiten teeth, for example. The most common compound is sodium fluoride. Toothpastes ...

3.4 A distribution essentially based on supermarkets

Toothpastes are intended for private individuals for domestic use. These products are mainly sold in France through * major distribution channels:

Large and medium-sized stores (***): they offer the widest range of products in terms of references and price ranges. Pharmacies and parapharmacies Organic shops and grocery stores Online sales (***)

Toothpastes are very ...

4 Analysis of the offer

4.1 Average prices recorded

In ****, the average price of one toothpaste unit was €*.** [***]. With a decline in sales volumes, market growth in **** was driven primarily by an average price increase. This can be explained in particular by the success of innovative, natural and organic products with higher added value.

The price of toothpaste at the ...

4.2 Offer segmentation

As previously stated, the brand plays a key role in the differentiation of toothpastes but product innovation is also a central factor to reap market share, particularly for the leaders who regularly launch new product lines [***]. Although it is a basic hygiene product, the marketing innovations of certain brands have sought ...

4.3 The popularity of the "organic" and natural segment

While the hygiene-beauty sector is declining by more than *% in value and volume, organic cosmetics are growing in double digits. Between **** and ****, the evolution of the turnover of the organic hygiene-beauty was around +**% [***].

While all hygiene-beauty segment suffered in supermarkets in ****, oral hygiene is doing quite well. Its turnover increased by ...

4.4 Innovation as a growth driver

Some players offer original textures with toothpastes in the form of dental tablets to be chewed and then lathered with the toothbrush, or solid toothpastes, and sleek packaging that appeals to and attracts new consumers. The development of premium offers and high-end products thus enables market players to limit market contraction ...

5 Regulation

5.1 Toothpaste composition and toxicity

A study by the magazine ** millions de consommateurs en France, relayed by Medisite in ****, shows that some toothpastes contain endocrine disruptors and surfactants that are hazardous to health including three brands: Colgate Max Fresh, Colgate Total original and Fluoryl.

Consumers are therefore advised not to purchase toothpastes containing nanoparticles, triclosan, sodium ...

5.2 Regulations governing the offering for sale

Toothpastes can fall under several statuses. Some are related to cosmetic products, whether they are sold in pharmacies, parapharmacies, or supermarkets. As such, they do not necessarily have to prove their effectiveness before being placed on the market. However, they must guarantee their safety and comply with a list of authorised ...

6 Positioning of the players

6.1 Segmentation

  • Colgate Palmolive
  • Cattier
  • Dabur Meswak
  • Sunstar
  • Coslys
  • Alviana Naturkosmetic (Bonano Gmbh)
  • Baracoda
  • Bioseptyl
  • Y-Brush
  • Unilever
  • Signal (Unilever)
  • Sensodyne (GlaxoSmithKline Santé)
  • Parodontax (GlaxoSmithKline Santé)
  • Oral-B (Procter & Gamble)
  • Colgate Palmolive Elmex
  • Laboratoires KISBY
  • Laboratoire ODOST - Buccotherm
  • Crest (Procter & Gamble)
  • Haleon Group
  • Althode Apimani

List of charts presented in this market study

  • Taille de marché des produits dentaires
  • Répartition du chiffre d'affaires des produits d'hygiène par catégorie
  • Répartition du chiffre d'affaires des produits bucco-dentaires par segment
  • Fréquence du lavage de dents au sein de la population française
  • Les mauvaises habitudes bucco-dentaires des Français en chiffres
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Latest news

Seb acquires a stake in Y-Brush - 11/10/2023
  • The Seb Group has 30,000 employees and sales of €8 billion in 2022.
  • Y-Brush is a company with 30 employees, founded in 2017.
  • The toothbrush manufactured by Y-Brush features 35,000 nylon filaments.
  • Y-Brush plans to increase its international sales to 30% by 2023.
  • Seb is present in 150 countries.
  • Since the commercial launch of Y-Brush in early 2020, the number of users has reached 100,000.
  • Y-Brush raised €6 million in November 2022.
CES 2023: Baracoda launches BHeart, a bracelet to connect all watches - 06/01/2023
  • BHeat: connected watch bracelet in metal or leather
  • It will sell for between 100 and 300 euros
  • The main innovation of this bracelet is its battery
Y-Brush raises 6 million euros to improve dental care. - 05/12/2022
  • Development and manufacturing in France
  • 300% growth by 2021
  • More than 80,000 people use its toothbrushes
Olivier Remoissonnet, entrepreneurship through and through - 29/11/2022
  • Bioseptyl , Toothbrush manufacturer, 34 employees
  • 40% market share in the organic segment
  • 8 million units sold each year
  • Diversification into hair brushes and pet brushes
Unilever steps up its ice cream ambitions - 21/11/2022
  • with sales of over 1 billion euros, Magnum is one of the world's leading ice cream companies
  • World leader in ice cream almost everywhere in the world
  • Ice cream is one of Unilever's five strategic categories, along with beauty (Dove, Sunsilk...), hygiene (Rexona, Signal...), home care (Omo, Cif...) and food (Knorr, Maille, Amora...).
  • Ice cream division 6.9 billion euros in sales by 2021
  • 35 brands, including Magnum, Ben & Jerry's, and Wall's, each with over €1 billion in sales, and smaller brands (Cornetto and Viennetta, the American Talenti)
  • Viennetta launched in China
  • ice cream accounts for 15% of the global snacking market.
Baracoda, the discreet champion of French Tech. - 10/02/2022
  • The company, which has been profitable for five years, is aiming for an IPO to pursue its growth.
  • 20 million in sales by 2021 and 250 employees.
  • Participatory financing has enabled the company to reach its first users and attract a major industrial partner, Colgate.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Colgate Palmolive
Dabur Meswak
Alviana Naturkosmetic (Bonano Gmbh)
Signal (Unilever)
Sensodyne (GlaxoSmithKline Santé)

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