1.1 Definition and scope of study
Toothpaste is an abrasive and antiseptic paste, gel, or powder that is used to clean teeth along with a toothbrush.
The global toothpaste market is expected to grow at a rate of 6.1% through 2025. This growth is mainly driven by the increase in dental problems among children and adults due to poor eating habits and the rise in popularity of herbal oral hygiene products. Asia-Pacific accounts for an important share of the global market, mainly due to a strong customer base and changing lifestyles.
In Italy, the market is included in several Ateco Codes, but these do not exclusively identify toothpastes:
- Ateco Code 20.42.00: Manufacture of toiletries: perfumes, cosmetics, soaps and the like
- Ateco Code 47.75.10: Retail trade of perfumery, toiletries and personal hygiene products.
Toothpastes represent about 50% of the oral hygiene market and their consumption has grown very slowly in recent years. The market is also highly concentrated, with a few international players such as Colgate and Mentadent accounting for a large share of the market.
Increased awareness of oral health and the importance attached to aesthetic appearance has led toothpaste manufacturers to expand their offerings, introducing whitening toothpastes. In addition, in recent years, there has been an increase in the consumption of more premium products and brands, such as Sensodyne, Elmex and Parodontax, which are recommended by many dentists. The COVID-19 pandemic has increased the emphasis on hygiene, including oral hygiene. This trend has led to an increase for the demand for toothpastes.
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