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市场调查报告书
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1948841

漱口水市场－全球产业规模、份额、趋势、机会及预测（按类型、通路、地区及竞争格局划分，2021-2031年）

Mouthwash Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Therapeutic, Cosmetic, Others), By Distribution Channel (Offline, Online), By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3个工作天内

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简介目录

全球漱口水市场预计将从 2025 年的 75.1 亿美元成长到 2031 年的 115.6 亿美元，复合年增长率为 7.45%。

漱口水是一种液体口腔卫生用品，旨在清洁口腔、减少细菌数量并预防蛀牙和牙龈炎等问题。推动漱口水市场成长的关键因素包括全球牙周病发病率的上升以及人口老化，这使得老年人除了刷牙之外，还需要采取更有效的牙菌斑控制措施。此外，消费者对预防性护理和全面口腔卫生习惯的认识不断提高，也巩固了新兴经济体和已开发经济体对美容型和治疗型漱口水的需求。

市场概览
预测期 2027-2031
市场规模：2025年 75.1亿美元
市场规模：2031年 115.6亿美元
复合年增长率：2026-2031年 7.45%
成长最快的细分市场 在线的
最大的市场 北美洲

根据Delta牙科保险协会的数据，到2024年，约有54%的儿童每天至少使用一次漱口水，这表明漱口水已成为家庭健康习惯的一部分。儘管漱口水已被广泛接受，但消费者对含酒精配方的担忧仍然是该行业发展的一个显着障碍。众所周知，含酒精产品可能会引起黏膜刺激和口干。对这类副作用的担忧可能会限制敏感族群的使用，并阻碍整个市场的发展。

市场驱动因素

全球漱口水市场正经历转型，其驱动力来自治疗性和多功能产品类型的持续创新。製造商正从单纯解决口臭问题转向满足特定的临床需求。各公司积极推出美白、护牙龈和缓解牙齿敏感的配方，并经常利用天然成分来减轻消费者对刺激性化学物质的担忧。这种向专业化产品策略的转变，为那些成功将先进功能商业化的产业领导者带来了显着的经济效益。例如，Heleon在2025年2月发布的「2024年全年业绩报告」中指出，其口腔卫生部门的收入将在2024年增长5.6%，达到33亿英镑。这主要得益于Parodontax牙龈强化与保护系列产品的成功上市，也印证了市场对基于实证医学的高效漱口水日益增长的需求。

此外，全球对口腔卫生习惯的日益重视也推动了市场成长。消费者越来越意识到口腔卫生与整体健康之间的联繫，从而鼓励他们采取预防措施，例如定期进行专业检查和日常使用辅助产品。正如2024年11月发布的Benevis牙科趋势报告所述，到2023年，寻求预防性牙科护理的美国成年人比例将达到83%，这表明人们对主动维护口腔健康的意识正在不断增强。消费者积极性的提高正在推动市场领导者实现持续的收入成长。 2025年，高露洁棕榄公司宣布，2024财年净销售额将超过200亿美元，创历史新高，这主要得益于全球对口腔清洁用品需求的增长，推动了有机销售额增长7.4%。

市场挑战

全球漱口水市场扩张的一大障碍是消费者对含酒精产品的抗拒。虽然这些配方旨在有效控制牙菌斑，但酒精的存在常常会引起黏膜刺激和口干等副作用。这种潜在的不适感会让易患口干或口腔敏感的人群犹豫不决。因此，这种谨慎的态度导致相当一部分人无法将治疗性漱口水纳入日常口腔卫生习惯，直接降低了购买频率，并阻碍了整个市场规模的成长。

目前的使用情况清楚地反映了这种抵抗情绪的影响。口腔健康基金会2024年的报告显示，约49%的成年人不常使用漱口水。这一数字凸显了市场渗透率的巨大差距，显示对副作用和刺激的担忧阻碍了近一半潜在客户使用漱口水。这种对酒精相关不适的持续犹豫严重阻碍因素了该行业的发展，使其无法充分利用全球日益增长的口腔卫生意识。

市场趋势

在全球漱口水产业，製造商为减少塑胶废弃物采取的积极措施，正推动着可重复使用和永续包装的转型，从根本上改变了产品的生命週期。领先的口腔清洁用品公司正逐步抛弃一次性原生塑料，转而采用循环设计，例如减少运输的浓缩型可重复使用片剂和可回收的高密度聚苯乙烯（HDPE）瓶。这项全面的产业转型是由消费者对环保个人保健产品的偏好以及严格的环保目标所驱动的。高露洁棕榄公司在其于2025年8月发布的《2024年可持续发展和社会影响报告》中指出，到2024年底，其93%的包装产品组合将采用可生物降解、可重复使用或可回收材料，这表明市场领导正在迅速推进循环包装倡议。

同时，温和无酒精配方的普及正在重塑产品策略，以吸引日益增长的、寻求温和日常口腔护理产品的消费者群体。各大品牌正在重新构思现有产品，以消除乙醇带来的灼烧感，从而提升其对具有特定生活方式选择、口干或口腔粘膜敏感用户的吸引力。这种对「温和而有效的漱口水」的策略性关注，正在巩固其在现有细分市场的竞争地位。例如，根据Kenview于2025年2月发布的2024年度报告，该公司旗下包括李施德林品牌在内的基础健康部门在2024年实现了年中个位数的有机销售成长。这项业绩归功于品牌对全面照护和无酒精创新的深入投入。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球漱口水市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 按类型（疗程、美容、其他）
    • 按分销管道（线下、线上）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章 北美漱口水市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章 欧洲漱口水市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章 亚太漱口水市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章 中东和非洲漱口水市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章 南美漱口水市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章 全球漱口水市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Colgate-Palmolive Company
  • GlaxoSmithKline
  • Unilever
  • Johnson & Johnson
  • Procter & Gamble
  • Biotene
  • Himalaya Wellness Company
  • Amway
  • Dabur
  • Lion

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 19426

The Global Mouthwash Market is projected to expand from USD 7.51 Billion in 2025 to USD 11.56 Billion by 2031, registering a CAGR of 7.45%. Mouthwash functions as a liquid oral hygiene solution designed to cleanse the mouth, lower bacterial levels, and avert issues like dental caries and gingivitis. Key factors fueling this growth include the increasing global incidence of periodontal diseases and an aging demographic requiring superior plaque control measures beyond standard brushing. Additionally, heightened consumer realization regarding preventative healthcare and the necessity of comprehensive oral hygiene routines has cemented the demand for both cosmetic and therapeutic rinses in emerging and developed nations.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 7.51 Billion
Market Size 2031USD 11.56 Billion
CAGR 2026-20317.45%
Fastest Growing SegmentOnline
Largest MarketNorth America

Data from the Delta Dental Plans Association indicates that in 2024, roughly 54 percent of children used an oral rinse at least once a day, demonstrating the incorporation of these products into family health habits. Despite this engagement, the industry encounters a notable hurdle concerning consumer hesitation towards alcohol-based formulations, which are known to potentially cause mucosal irritation or xerostomia. This apprehension regarding possible adverse reactions may restrict uptake among sensitive user groups and obstruct the broader development of the market sector.

Market Driver

The Global Mouthwash Market is being transformed by persistent innovation in therapeutic and multi-functional product categories, as manufacturers transition from simple breath freshening to addressing distinct clinical requirements. Firms are actively introducing formulations aimed at whitening, gum health, and sensitivity, frequently utilizing natural ingredients to assuage consumer worries regarding harsh chemicals. This strategic shift towards specialized offerings is yielding clear financial gains for leading industry players who are successfully monetizing these advanced features. For instance, Haleon reported in its '2024 Full Year Results' in February 2025 that Oral Health revenue increased by 5.6% to £3.3 billion in 2024, a result driven by the effective launch of the Parodontax Gum Strengthen & Protect line, confirming the trend towards science-backed, high-efficacy rinses.

Growth is further hastened by rising global awareness of complete oral hygiene regimens, with consumers increasingly recognizing the link between oral health and systemic well-being. This growing mindfulness encourages the adoption of preventative steps, including routine professional check-ups and the daily application of auxiliary products. As noted in the Benevis 'Dental Trends Report' from November 2024, the percentage of U.S. adults seeking preventive dental care climbed to 83% in 2023, signaling a stronger dedication to proactive maintenance. This increase in consumer activity is generating sustained revenue expansion for market leaders; Colgate-Palmolive announced in 2025 that it reached record net sales of over $20 billion for fiscal year 2024, supported by a 7.4% rise in organic sales stemming from robust global demand for oral care products.

Market Challenge

The primary barrier hindering the expansion of the Global Mouthwash Market is consumer reluctance toward products containing alcohol. Although these formulations are engineered for efficient plaque control, the presence of alcohol frequently results in negative side effects like mucosal irritation and xerostomia. The prospect of such discomfort creates considerable hesitation among individuals prone to dry mouth or those with sensitive oral conditions. Consequently, this caution prevents a substantial portion of the population from adding therapeutic rinses to their daily hygiene routines, thereby directly lowering purchase frequency and impeding overall market volume growth.

Current usage behaviors clearly reflect the impact of this resistance. In 2024, the Oral Health Foundation reported that approximately 49 percent of adults do not utilize mouthwash on a regular basis. This figure underscores a significant void in market penetration, implying that the fear of side effects or irritation deters nearly half of the potential customer base from adopting these solutions. This enduring hesitation regarding alcohol-related discomfort serves as a major constraint on industry progress, preventing the sector from fully leveraging the increasing global consciousness regarding oral health.

Market Trends

The global mouthwash sector is seeing a fundamental shift in product lifecycles due to the move toward refillable and sustainable packaging, as manufacturers actively work to decrease plastic waste. Leading oral care firms are switching from single-use virgin plastics to circular designs, such as concentrated refill tablets that reduce shipping volume and recyclable high-density polyethylene (HDPE) bottles. This comprehensive industry transformation is fueled by consumer preference for eco-friendly personal care and strict environmental goals. In its '2024 Sustainability and Social Impact Report' released in August 2025, Colgate-Palmolive noted that by the end of 2024, 93% of its packaging portfolio was compostable, reusable, or recyclable, illustrating the rapid scaling of circular packaging initiatives among market leaders.

Simultaneously, the surge in non-irritating and alcohol-free formulations is redefining portfolio tactics to attract the expanding demographic of consumers looking for gentle, daily-use oral hygiene options. Brands are reworking existing products to remove the burning sensation linked to ethanol, thereby broadening their appeal to users with specific lifestyle choices, dry mouth, or sensitive oral mucosa. This strategic focus on milder yet effective rinses is building resilience within established market segments. For example, Kenvue's '2024 Annual Report' from February 2025 indicated that its Essential Health segment, home to the Listerine brand, achieved mid-single-digit organic sales growth in 2024, a performance bolstered by the brand's deepened commitment to total care and alcohol-free innovation.

Key Market Players

  • Colgate-Palmolive Company
  • GlaxoSmithKline
  • Unilever
  • Johnson & Johnson
  • Procter & Gamble
  • Biotene
  • Himalaya Wellness Company
  • Amway
  • Dabur
  • Lion

Report Scope

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

Mouthwash Market, By Type

  • Therapeutic
  • Cosmetic
  • Others

Mouthwash Market, By Distribution Channel

  • Offline
  • Online

Mouthwash Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Mouthwash Market.

Available Customizations:

Global Mouthwash Market report with the given market data, TechSci 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).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mouthwash Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Therapeutic, Cosmetic, Others)
    • 5.2.2. By Distribution Channel (Offline, Online)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Mouthwash Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Distribution Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Mouthwash Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Type
        • 6.3.1.2.2. By Distribution Channel
    • 6.3.2. Canada Mouthwash Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Type
        • 6.3.2.2.2. By Distribution Channel
    • 6.3.3. Mexico Mouthwash Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Type
        • 6.3.3.2.2. By Distribution Channel

7. Europe Mouthwash Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Distribution Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Mouthwash Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Type
        • 7.3.1.2.2. By Distribution Channel
    • 7.3.2. France Mouthwash Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Type
        • 7.3.2.2.2. By Distribution Channel
    • 7.3.3. United Kingdom Mouthwash Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Type
        • 7.3.3.2.2. By Distribution Channel
    • 7.3.4. Italy Mouthwash Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Type
        • 7.3.4.2.2. By Distribution Channel
    • 7.3.5. Spain Mouthwash Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Type
        • 7.3.5.2.2. By Distribution Channel

8. Asia Pacific Mouthwash Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Distribution Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Mouthwash Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Type
        • 8.3.1.2.2. By Distribution Channel
    • 8.3.2. India Mouthwash Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Type
        • 8.3.2.2.2. By Distribution Channel
    • 8.3.3. Japan Mouthwash Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Type
        • 8.3.3.2.2. By Distribution Channel
    • 8.3.4. South Korea Mouthwash Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Type
        • 8.3.4.2.2. By Distribution Channel
    • 8.3.5. Australia Mouthwash Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Distribution Channel

9. Middle East & Africa Mouthwash Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Distribution Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Mouthwash Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Type
        • 9.3.1.2.2. By Distribution Channel
    • 9.3.2. UAE Mouthwash Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Type
        • 9.3.2.2.2. By Distribution Channel
    • 9.3.3. South Africa Mouthwash Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Type
        • 9.3.3.2.2. By Distribution Channel

10. South America Mouthwash Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Distribution Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Mouthwash Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Distribution Channel
    • 10.3.2. Colombia Mouthwash Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Distribution Channel
    • 10.3.3. Argentina Mouthwash Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Distribution Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Mouthwash Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Colgate-Palmolive Company
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. GlaxoSmithKline
  • 15.3. Unilever
  • 15.4. Johnson & Johnson
  • 15.5. Procter & Gamble
  • 15.6. Biotene
  • 15.7. Himalaya Wellness Company
  • 15.8. Amway
  • 15.9. Dabur
  • 15.10. Lion

16. Strategic Recommendations

17. About Us & Disclaimer