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市场调查报告书
商品编码
1859792
全球永续口腔清洁用品市场:预测至2032年-按产品类型、材料类型、刷毛类型、分销管道、最终用户和地区进行分析Sustainable Oral Care Market Forecasts to 2032 - Global Analysis By Product Type, Material Type, Bristle Type, Distribution Channel, End User, and By Geography |
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根据 Stratistics MRC 的数据,预计 2025 年全球永续口腔清洁用品市场规模将达到 56 亿美元,到 2032 年将达到 89 亿美元,预测期内复合年增长率为 6.8%。
永续 口腔清洁用品致力于研发牙刷、牙膏、漱口水和包装,旨在透过使用可生物降解材料、填充用装和植物来源活性成分来减少对环境的影响,同时保持临床疗效。为了吸引具有环保意识的消费者并响应政策变化,该品牌强调生命週期评估、循环经济和检验的性能。循环经济倡议和零售商永续性计画正在推动其成长。
社群媒体与永续发展趋势的影响
社群媒体和永续性运动正在改变消费者的消费观念,使其更加重视环保的口腔护理产品,从而加速了对竹製、可生物降解、可补充装和无塑胶产品的需求。网红、评论和病毒式宣传活动提高了人们对废弃物问题和成分透明度的认识,鼓励成熟的跨国公司和灵活的新兴企业推出更多环保产品和订阅式补充装服务。零售商和直销管道正在精心打造永续的产品组合,并以认证和生命週期声明指南的购买决策。因此,行销和上市策略越来越重视可衡量的环境认证和循环经济性。
性能和耐久性问题
与传统产品相比,永续口腔清洁用品的清洁效果和使用寿命可能存在疑虑,这可能会减缓其普及速度。物料输送、更柔软的天然刷毛以及密度较低的替换刷头都可能导致过早磨损或使用感受不同,引发消费者退货和负面回馈。零售商和监管机构要求产品具备同等功效和临床检验,迫使品牌商投资于测试和材料工程。因此,在性能等效性得到证实并有效传达之前,消费者和机构投资者可能不愿意全面转向使用此类产品。
进入新领域
永续口腔清洁用品品牌可以透过进军邻近品类实现成长,例如可生物降解牙线、牙膏填充用和诊所商用牙科耗材。针对儿童口腔卫生、旅行装和固定价格填充用模式的创新产品,既能满足细分市场需求,又能提高单位产品的经济效益。与牙科专业人士和零售商建立伙伴关係,有助于获得临床推荐并实现广泛的分销。此外,企业永续发展项目也能创造自然成长的管道。产品系列和通路策略的多元化有助于企业增加收入、降低获客成本,并增强品牌忠诚度和盈利。
与现有品牌的竞争
凭藉成熟的分销管道、值得信赖的品牌和雄厚的行销预算,大型口腔护理公司能够迅速推出天然和可回收产品线,从而与永续产品专家竞争。自有品牌和低成本替代品也对价格和货架空间构成压力。为了保持竞争力,永续品牌必须透过环保声明、卓越的设计和经临床验证的功效来脱颖而出,同时还要控制生态材料的利润和供应链。随着大型公司收购或复製小众概念,这可能会导致市场更加分散和整合。
疫情加速了消费者对健康、卫生和一次性包装的关注,这暂时阻碍了永续口腔清洁用品的普及,同时也增加了口腔卫生产品的整体需求。供应链中断对规模较小的永续生产商造成了衝击,导致可堆肥成分的供应延迟和交货週期延长。然而,环保意识的增强和在地采购的努力推动了復苏,许多消费者开始接受前置作业时间废弃物的替代方案。最终,新冠疫情凸显了韧性方面的不足,促使品牌加强供应链建立、进行认证并提高沟通透明度。
预计在预测期内,牙刷细分市场将成为最大的细分市场。
预计在预测期内,牙刷细分市场将占据最大的市场份额。由于频繁的更换週期、消费者环保意识的增强以及竹製手柄和可更换刷头等明确的永续性选择,牙刷预计仍将是最大的类别。手动和电动牙刷都面向大众和高端市场,零售商也为牙刷和配件预留了相当可观的货架空间。牙科专业人士通常建议定期更换牙刷,从而保持了稳定的销售量。此外,可生物降解材料、替换刷头以及精准行销方面的创新正在帮助维持成长,并促使全球主流消费者转向更环保的牙刷选择。
预计生质塑胶领域在预测期内将实现最高的复合年增长率。
预计在预测期内,生质塑胶领域将实现最高成长率,因为製造商在牙刷柄、包装和配件中采用植物性聚合物和新型生物基树脂。减少原生塑胶使用的监管压力、可堆肥配方的进步以及消费者愿意为检验的生物基材料支付溢价,都在加速研发和规模化生产。此外,化学品製造商与口腔护理品牌之间的伙伴关係正在降低成本、提高材料性能、解决初期对耐久性的担忧,并随着时间的推移,推动生物塑胶产品在全球零售和机构市场的更广泛应用。
在预测期内,欧洲预计将占据最大的市场份额,这主要得益于其成熟的法律规范、消费者对永续性的高度重视以及个人护理零售和电子商务的强劲渗透。德国、英国和斯堪地那维亚等国家在绿色采购政策方面处于领先地位,要求产品必须贴有生态标籤并拥有透明的供应链。完善的回收和堆肥基础设施也为循环包装方案提供了支援。因此,成熟的快速消费品公司和创新品牌都在大力投资永续口腔清洁用品领域,推动了产品在全部区域的供应和消费者接受度。
预计亚太地区在预测期内将实现最高的复合年增长率,这主要得益于可支配收入的增长、快速的都市化以及电子商务和行动技术的普及,这些因素使得永续口腔清洁用品更容易获得。中国和印度庞大的人口基数、不断壮大的中阶以及日益增强的口腔健康意识正在推动市场需求。本土新兴企业和跨国公司正在研发低成本、行动优先且在地化的配方,同时各国政府也支持循环经济试点计画。这些因素共同推动了可生物降解牙刷、填充用系统和永续包装在全部区域。
According to Stratistics MRC, the Global Sustainable Oral Care Market is accounted for $5.6 billion in 2025 and is expected to reach $8.9 billion by 2032, growing at a CAGR of 6.8% during the forecast period. Sustainable oral care develops toothbrushes, toothpastes, mouthwashes, and packaging designed for reduced environmental impact using biodegradable materials, refillable formats, and plant-derived actives while preserving clinical effectiveness. Brands emphasize lifecycle assessments, circularity, and verified performance to appeal to eco-conscious consumers and comply with policy shifts. Growth is driven by circular-economy initiatives and retailer sustainability programs.
Influence of Social Media & Sustainability Trends
Social media and sustainability movements have shifted consumer priorities toward eco friendly oral care, accelerating demand for bamboo, biodegradable, refillable and plastic free products. Influencers, reviews and viral campaigns increase visibility of waste issues and ingredient transparency, encouraging established multinationals and nimble startups to launch greener lines and subscription refill services. Retailers and direct to consumer channels curate sustainable assortments while certifications and lifecycle claims guide purchases. Consequently, marketing and product development increasingly prioritize measurable environmental credentials and circularity,
Performance & Durability Concerns
Some sustainable oral care products face skepticism over cleaning effectiveness and longevity compared with conventional alternatives, which can slow adoption. Biodegradable handles, softer natural bristles, or lower-density refill materials sometimes wear faster or offer different tactile feedback, prompting consumer returns and negative reviews. Retailers and regulators demand comparable efficacy and clinical validation, so brands must invest in testing and material engineering. Consequently, until performance parity is demonstrably proven and effectively communicated, consumers and institutional buyers may hesitate to switch at scale.
Expansion into New Segments
Sustainable oral care brands can grow by entering adjacent categories such as biodegradable floss, refillable toothpaste tablets, and professional dental disposables for clinics. Innovations tailored to children's hygiene, travel formats, and subscription refill models capture niche demand while improving unit economics. Partnerships with dental professionals and retailers enable clinical endorsement and wider distribution. Moreover, corporate sustainability programs create institutional channels. By diversifying product portfolios and channel strategies, firms can scale revenue, reduce customer acquisition costs, and strengthen brand loyalty and profitability.
Competition from Conventional Brands
Large incumbent oral care companies possess established distribution, trusted brands, and substantial marketing budgets, enabling rapid launch of natural or recyclable product lines that challenge specialist sustainable startups. Private label and low cost alternatives also pressure pricing and shelf space. To compete, sustainable brands must differentiate through verified environmental claims, superior design, or demonstrable clinical efficacy, while managing margins and supply chains for eco materials. Consequently, market fragmentation may intensify, and consolidation is likely as majors acquire or replicate niche concepts.
The pandemic accelerated consumer interest in health, hygiene, and single-use packaging, briefly complicating sustainable oral care adoption while increasing demand for oral health products overall. Supply chain disruptions challenged small sustainable manufacturers, causing delays for compostable components and longer lead times. However, heightened environmental awareness and local sourcing initiatives supported recovery, with many consumers embracing low-waste alternatives. Ultimately, Covid highlighted resilience gaps and pushed brands to strengthen supply chains, certification, and transparent communication
The toothbrushes segment is expected to be the largest during the forecast period
The toothbrushes segment is expected to account for the largest market share during the forecast period. Toothbrushes are expected to remain the largest category because they combine frequent replacement cycles with strong consumer awareness and clear sustainability alternatives, such as bamboo handles and replaceable heads. Both manual and electric variants serve mass and premium tiers, and retailers allocate significant shelf space to brushes and accessories. Dental professionals often recommend regular brush replacement, sustaining steady volume. Additionally, innovation in biodegradable materials, subscription refill models, and targeted marketing sustain growth and help convert mainstream buyers toward greener brush options globally.
The bioplastics segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the bioplastics segment is predicted to witness the highest growth rate as manufacturers adopt plant based polymers and novel bio resins for toothbrush handles, packaging, and accessory components. Regulatory pressure to reduce virgin plastics, advances in compostable formulations, and consumer willingness to pay premiums for verified bio materials accelerate R&D and scale up. Moreover, partnerships between chemical producers and oral care brands lower costs and improve material performance, addressing earlier durability concerns and enabling wider retail and institutional adoption worldwide over time.
During the forecast period, the Europe region is expected to hold the largest market share due to mature regulatory frameworks, high consumer awareness of sustainability, and strong retail and ecommerce penetration for personal care. Countries such as Germany, the UK, and Scandinavia lead with green procurement policies, demanding eco labels and transparent supply chains. Robust recycling and composting infrastructure supports circular packaging options. As a result, established FMCG companies and innovative brands invest heavily in sustainable oral care, driving product availability and consumer adoption throughout the region.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR driven by rising disposable incomes, rapid urbanization, and expanding ecommerce and mobile penetration that facilitate access to sustainable oral care. Large populations in China and India, growing middle classes, and increasing dental awareness boost demand. Local startups and multinational entrants adapt low cost, mobile first and localized formulations, while governments support circular economy pilots. Together these dynamics accelerate adoption of biodegradable brushes, refill systems and sustainable packaging across the region.
Key players in the market
Some of the key players in Sustainable Oral Care Market include Colgate-Palmolive Company, The Procter & Gamble Company, Unilever PLC, Kenvue Inc., Haleon plc, Church & Dwight Co., Inc., Sunstar Suisse S.A., Lion Corporation, Dabur India Ltd., Perrigo Company plc, Koninklijke Philips N.V., The Humble Co., Georganics Ltd., Hello Products LLC, Bite, Inc., and RADIUS LLC.
In September 2025, Colgate-Palmolive India's Bright Smiles, Bright Futures(R) (BSBF) program has reached 2 billion children worldwide since 1991. In India, it has engaged over 185 million children and families, partnering with several state governments. The program aims to provide oral health education, free dental screenings, and treatment access to underserved communities. Colgate-Palmolive India plans to reach over 10 million children annually through Public-Private-Policy Partnerships, addressing critical oral health concerns in the country.
In February 2025, Colgate launched Colgate Total Active Prevention, a comprehensive oral-health system (toothpaste, brushes, mouthwash) and continued reporting progress on its recyclable toothpaste tube rollout (noting ~75% SKU transition by end-2024).
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.