漱口水市场规模、份额及成长分析（依产品类型、口味、通路、最终用户及地区划分）－2026-2033年产业预测

预计到 2024 年，漱口水市场规模将达到 22.644 亿美元，到 2025 年将达到 24.1272 亿美元，到 2033 年将达到 40.0806 亿美元，在预测期（2026-2033 年）内，复合年增长率为 6.55%。

全球漱口水市场正经历显着成长，这主要得益于人们口腔卫生意识的不断提高。消费者越来越意识到漱口水的多种益处，包括预防蛀牙、消除口臭和抑制细菌感染。全面的口腔卫生推广活动进一步强化了这一趋势，提高了消费者对漱口水的认知度和使用率。饭店业的需求也推动了市场成长，饭店将漱口水作为一项配套设施，这与全球牙科保健支出不断增长的趋势不谋而合。此外，因各种疾病导致口臭的人越来越多地使用漱口水，这也是影响消费模式的关键因素。总而言之，这些因素正在扩大漱口水作为必备口腔清洁用品的市场规模。

漱口水市场驱动因素

漱口水市场的发展主要得益于供应商积极主动地向消费者普及将漱口水纳入日常口腔卫生习惯的重要性。将漱口水宣传为一种有效且便捷的抗菌方式，能够提高消费者的认知度并鼓励其使用。此外，牙科专业人士和行业协会透过各种教育宣传活动，在推动市场成长方面发挥关键作用。行动医疗技术的兴起进一步促进了这一增长，它有助于推广更好的口腔卫生习惯，包括传播公共卫生讯息和为医疗保健专业人员提供培训。此外，牙科疾病的日益增加、人口老化以及新产品的涌现，也共同推动了漱口水市场的蓬勃发展。

制约漱口水市场的因素

由于含酒精漱口水的副作用，漱口水市场可能面临严峻挑战。这些产品含有不同浓度的乙醇，会导致口干，造成不适。酒精的干燥特性不仅会造成灼热感，还会增加口腔溃疡的风险。此外，诸如氯己定之类的替代品也引发了人们对牙齿表面、修復体和舌头染色问题的担忧。虽然漱口水可以减轻牙齿变色，但牙科专家可能会建议前牙有大量白色填充物的患者不要使用，这进一步限制了其市场吸引力。

漱口水市场趋势

漱口水市场正经历着向草本产品的显着转变，这主要源于消费者对更温和、更天然的传统漱口水替代品的需求。这种转变源自于人们对传统漱口水刺激性和副作用的担忧，促使消费者越来越倾向于富含天然植物萃取物的草本产品。这些草本漱口水不仅效果显着，而且受到牙科专业人士的推荐，用途广泛，深受各个年龄层消费者的喜爱。它们不刺激口腔、不染色、不含酒精，因此正逐渐成为氯己定等传统漱口水的有效替代品，同时也满足了消费者对更安全口腔清洁用品方案的偏好。

目录

介绍

• 调查目标
• 调查范围
• 定义

调查方法

• 资讯收集
• 二手资料和一手资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分市场机会分析

市场动态与展望

• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析和影响

关键市场考察

• 关键成功因素
• 竞争程度
• 关键投资机会
• 市场生态系统
• 市场吸引力指数（2025）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析
• 监管环境
• 专利分析
• 案例研究
• 客户和购买标准分析

全球漱口水市场规模（按产品类型和复合年增长率划分）（2026-2033 年）

• 漱口水
• 治疗性漱口水
  • 抗菌漱口水
  • 含氟漱口水
  • 含有天然成分的漱口水
  • 美白漱口水

全球漱口水市场规模（依口味及复合年增长率划分）（2026-2033 年）

• 薄荷
• 柑橘
• 草药
• 其他的

全球漱口水市场规模（依通路划分）及复合年增长率（2026-2033 年）

• 离线
  • 大卖场
  • 药局
  • 便利商店
  • 专卖店
• 在线的
  • 电子商务网站
  • 公司网站

全球漱口水市场规模（依最终用户划分）及复合年增长率（2026-2033 年）

• 成人
• 儿童

全球漱口水市场规模及复合年增长率（2026-2033）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 英国
  • 德国
  • 西班牙
  • 法国
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 亚太其他地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲地区
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业的市场定位（2025 年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市占率分析（2025 年）
• 主要企业公司简介
  • 公司详情
  • 产品系列分析
  • 依业务板块进行公司股票分析
  • 2021-2023年营收年比比较

主要企业简介

• Colgate-Palmolive Company
• Johnson & Johnson
• Procter & Gamble
• GlaxoSmithKline plc
• Reckitt Benckiser Group plc
• Unilever
• Lion Corporation
• Sunstar Group
• Church & Dwight Co., Inc.
• Dabur India Ltd.
• Amway
• Henkel AG & Co. KGaA
• Kao Corporation
• LG Household & Health Care Ltd.
• Himalaya Wellness
• Patanjali Ayurved
• SmartMouth Oral Health Laboratories
• TheraBreath

结论与建议

Mouthwash Market size was valued at USD 2264.4 Million in 2024 and is poised to grow from USD 2412.72 Million in 2025 to USD 4008.06 Million by 2033, growing at a CAGR of 6.55% during the forecast period (2026-2033).

The mouthwash market is witnessing significant growth globally, driven by heightened awareness of oral hygiene. Consumers are increasingly recognizing the numerous benefits of mouthwash, such as cavity prevention, fresh breath, and combating bacterial infections. Comprehensive oral hygiene initiatives are further solidifying this trend, enhancing product visibility and adoption. The hospitality industry is also fueling demand, as hotels incorporate mouthwash into their amenities, aligning with the growing global expenditure on dental care. Additionally, an uptick in the use of mouthwash among individuals dealing with halitosis due to various medical conditions is increasingly shaping consumption patterns. Overall, these factors are collectively contributing to the expanding market landscape for mouthwash as an essential oral care product.

Top-down and bottom-up approaches were used to estimate and validate the size of the Mouthwash market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Mouthwash Market Segments Analysis

Global Mouthwash Market is segmented by product type, flavour, distribution channel, end user and region. Based on product type, the market is segmented into cosmetic mouthwash and therapeutic mouthwash (antiseptic mouthwash, fluoride mouthwash, natural mouthwash, whitening mouthwash). Based on flavour, the market is segmented into mint, citrus, herbal and others. Based on distribution channel, the market is segmented into offline (hypermarkets, pharmacies, convenience stores, specialty stores) and online (e-commerce websites, company-owned websites). Based on end user, the market is segmented into adults and children. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Mouthwash Market

The mouthwash market is significantly driven by the efforts of vendors who are actively educating consumers on the importance of incorporating mouthwash into their daily oral hygiene routines. By promoting mouthwash as an effective and convenient method for combating germs, they enhance consumer awareness and encourage usage. Additionally, the influence of dental professionals and industry associations plays a crucial role in fostering market growth through various awareness campaigns. The rise in mobile health technologies further supports this expansion by facilitating better oral health initiatives, such as public health messaging and training for healthcare workers. Moreover, the increasing prevalence of dental issues, an ageing demographic, and a surge in new product introductions all contribute to the flourishing mouthwash market.

Restraints in the Mouthwash Market

The mouthwash market is likely to encounter significant challenges due to the negative effects associated with alcohol-based mouthwashes. These products, which can contain ethanol in various concentrations, often lead to a drying sensation in the mouth and may result in discomfort. The drying properties of alcohol not only contribute to a burning feeling but also elevate the likelihood of experiencing oral pain. Additionally, alternatives like chlorhexidine raise concerns regarding staining of dental surfaces, restorations, and the tongue. While cleaning can mitigate some discoloration, dental professionals might advise against its use for patients with numerous anterior white fillings, further limiting its appeal.

Market Trends of the Mouthwash Market

The mouthwash market is witnessing a notable shift towards herbal formulations, driven by consumer demand for gentler, natural alternatives to traditional products. This transition stems from issues related to sensitivity and the adverse effects often associated with conventional mouthwashes, leading to a rising preference for herbal options rich in natural plant extracts. These herbal mouthwashes, which are effective and recommended by dental professionals, cater to a wide demographic, reinforcing their appeal across all age groups. As they boast non-irritant, non-staining, and alcohol-free properties, these products are positioning themselves as viable alternatives, complementing established options like chlorhexidine while addressing evolving consumer preferences for safer oral care solutions.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Driver & Opportunities
  • Restraints & Challenges
• Porters Analysis & Impact
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Regulatory Landscape
• Patent Analysis
• Case Studies
• Customer & Buying Criteria Analysis

Global Mouthwash Market Size by Product Type & CAGR (2026-2033)

• Market Overview
• Cosmetic Mouthwash
• Therapeutic Mouthwash
  • Antiseptic Mouthwash
  • Fluoride Mouthwash
  • Natural Mouthwash
  • Whitening Mouthwash

Global Mouthwash Market Size by Flavour & CAGR (2026-2033)

• Market Overview
• Mint
• Citrus
• Herbal
• Others

Global Mouthwash Market Size by Distribution Channel & CAGR (2026-2033)

• Market Overview
• Offline
  • Hypermarkets
  • Pharmacies
  • Convenience Stores
  • Specialty Stores
• Online
  • E-commerce Websites
  • Company-Owned Websites

Global Mouthwash Market Size by End User & CAGR (2026-2033)

• Market Overview
• Adults
• Children

Global Mouthwash Market Size & CAGR (2026-2033)

• North America, (Product Type, Flavour, Distribution Channel, End User)
  • US
  • Canada
• Europe, (Product Type, Flavour, Distribution Channel, End User)
  • UK
  • Germany
  • Spain
  • France
  • Italy
  • Rest of Europe
• Asia-Pacific, (Product Type, Flavour, Distribution Channel, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia Pacific
• Latin America, (Product Type, Flavour, Distribution Channel, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa, (Product Type, Flavour, Distribution Channel, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2021-2023)

Key Company Profiles

• Colgate-Palmolive Company
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Johnson & Johnson
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Procter & Gamble
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• GlaxoSmithKline plc
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Reckitt Benckiser Group plc
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unilever
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lion Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sunstar Group
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Church & Dwight Co., Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dabur India Ltd.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amway
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Henkel AG & Co. KGaA
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Kao Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Household & Health Care Ltd.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Himalaya Wellness
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Patanjali Ayurved
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SmartMouth Oral Health Laboratories
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TheraBreath
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendation