Toothpaste Tablet Market Size, Share & Trends Analysis Report By Product (Fluoride-based, Fluoride Free), By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2030

Toothpaste Tablet Market Size & Trends

The global toothpaste tablet market size was estimated at USD 68.60 million in 2023 and is expected to expand at a CAGR of 8.2% from 2024 to 2030. The toothpaste tablets are also known as dental cleansing tablets. The market is driven by an increase in environmentally conscious consumers and a growing awareness of oral hygiene, leveraging concerns about plastic waste. Traditional toothpaste tubes are major contributors to landfills, prompting the adoption of toothpaste tablets as a sustainable alternative with minimal packaging, often compostable. Companies like Lush are experiencing heightened demand for their refillable toothpaste tins containing dissolvable tablets.

The increasing demand for eco-friendly oral care products is the key driving factor of the market. Consumers are increasingly aware of environmental issues, preferring products that minimize plastic waste and environmental impact. Companies like Oris Health are capitalizing on this trend by introducing eco-friendly toothpaste tablets. Oris Health's Kickstarter campaign underscores their dedication to sustainability, resonating with consumers seeking greener oral care options. This emphasis on environmental responsibility is anticipated to propel the market forward as more consumers prioritize sustainability in their purchasing choices.

Another significant factor driving the global market is the rising trend of travel-friendly and portable oral care products. Toothpaste tablets are compact, lightweight, and easy to carry, making them an ideal choice for travellers concerned about space and liquid restrictions in their luggage. For instance, with the introduction of travel-sized toothpaste tablet kits by various manufacturers, Bite Toothpaste Bits offers a compact, refillable travel case with 62 toothpaste tablets, which is perfect for travelers. Similarly, Denttabs offers a portable toothpaste tablet case with 120 tablets, ideal for long trips. These travel-friendly and portable oral care products have gained popularity among frequent travelers, further fuelling the demand for toothpaste tablets and contributing to the growth of the market.

Moreover, there are substantial opportunities for toothpaste tablets in the hospitality industry. Hotels regularly replace personal care and hygiene products for new guests, resulting in significant waste. By switching to toothpaste tablets, hotels can reduce waste and conserve water. Furthermore, toothpaste tablets offer the same level of effectiveness as traditional toothpaste tubes, making them a practical and sustainable choice for the hospitality sector to adopt.

Market Concentration & Characteristics  

The market is highly consolidated, with a few key players dominating the industry. This consolidation is due to several factors, including high barriers to entry such as stringent regulatory requirements and the need for significant investment in research and development. Additionally, established brands benefit from strong brand loyalty and trust among consumers, further solidifying their market position.

The market is witnessing ongoing research and development activities to innovate and improve existing products. This is driven by factors such as increasing consumer demand for natural and sustainable oral care solutions. Manufacturers are focusing on developing new formulations, flavors, and packaging options to meet evolving consumer preferences and differentiate their products in the competitive market.

The market has recently seen a surge in merger and acquisition (M&A) activities, exemplified by Colgate-Palmolive's acquisition of Hello Products in 2020. This trend is driven by companies looking to expand their market presence and access new technologies or distribution channels. Additionally, M&A activities help companies achieve economies of scale and improve operational efficiency in a competitive market.

The regulatory scenario in the global market is complex and varies by region. Regulatory bodies such as the FDA in the U.S. and the European Commission (EU) in Europe enforce strict regulations on oral care products, including toothpaste tablets. These regulations cover aspects such as product safety, labeling requirements, and claims about product efficacy. Compliance with these regulations is essential for companies operating in the market to ensure product quality and consumer safety.

Major players in the global market are actively pursuing market expansion strategies. For instance, in November 2023, Oris Health is expanding its product line with the launch of eco-friendly toothpaste tablets, designed to reduce plastic waste in oral care. Their Kickstarter campaign emphasizes their dedication to sustainability, inviting supporters to join their green mission and be early adopters of this innovative product.

Product Insights

The fluoride-based segment dominated the market and held the largest revenue share of over 68.0% in 2023. This dominance is attributed to fluoride's well-known ability to prevent tooth decay and strengthen enamel. Consumers actively choose fluoride toothpaste for its proven dental benefits, driving demand and market leadership. Fluoride, a naturally occurring mineral found in various water sources, has been added to public water systems for 70 years through fluoridation, highlighting its importance in dental health. Dental professionals widely recommend fluoride toothpaste for its protective properties, further establishing its position in the market. The launch of innovative products like Colgate's Renewal toothpaste, which combines fluoride with other beneficial ingredients, reflects the market's ongoing evolution and the sustained dominance of the fluoride-based segment.

The fluoride-free segment is showing lucrative growth due to the increasing consumer preference for natural and organic oral care products, driven by growing health and environmental awareness. Consumers are seeking alternatives to fluoride-based products due to concerns about the potential side effects of fluoride ingestion and its environmental impact. Additionally, advancements in technology have led to the development of effective fluoride-free formulas that offer comparable benefits in preventing tooth decay and maintaining oral health. For instance, companies like Hello Products and Tom's of Maine have introduced fluoride-free toothpaste options that are gaining popularity among consumers seeking alternative oral care solutions. These factors are expected to contribute to the continued growth of the fluoride-free segment in the toothpaste tablet market.

Distribution Channel Insights

The online store dominated the market and held the largest revenue share of over 49.1% in 2023. The segment is also expected to witness the fastest CAGR over the forecast period from 2024 to 2030. This is due to the convenience and accessibility of online shopping have contributed to the segment's growth, allowing consumers to easily purchase toothpaste tablets from the comfort of their homes. Additionally, the rise of e-commerce platforms and digital marketing strategies has increased the visibility of toothpaste tablets, driving online sales. Moreover, online stores often offer a wider range of product options and competitive pricing, appealing to consumers seeking variety and value. The convenience, accessibility, and diverse product offerings available through online stores have thus contributed to the segment's dominance in the toothpaste tablet market.

Supermarkets and hypermarkets are the second-fastest-growing channel which is expected to witness a CAGR of 8.2% from 2024 to 2030. Supermarkets and hypermarkets offer a wide range of products, including oral care items, attracting consumers seeking convenience and variety in their shopping experience. These retail outlets often stock well-known brands alongside newer, niche products like toothpaste tablets, increasing accessibility and visibility for consumers. Additionally, supermarkets and hypermarkets frequently run promotions and discounts, making toothpaste tablets more affordable and appealing to cost-conscious shoppers. As consumer awareness of oral health and sustainability grows, supermarkets and hypermarkets are likely to expand their offerings of toothpaste tablets, further driving the segment's growth in the coming years.

Regional Insights

The toothpaste tablet market of North America held the largest revenue share of 38.8% in 2023, due to the strong consumer base that is increasingly focused on sustainability, driving demand for eco-friendly alternatives like toothpaste tablets. The region's well-established e-commerce infrastructure makes it easy for consumers to access and purchase these products online. The pressing need for eco-friendly options is highlighted by the estimated 400 million toothpaste tubes discarded annually in the U.S., emphasizing the region's commitment to reducing pollution. Major players in the U.S., such as Smyle, Bite, and Huppy, have adopted a subscription-based sales strategy, aligning with the broader trend in the retail sector towards subscription services. This approach provides regular refills of toothpaste tablets to loyal customers, enhancing both convenience and sustainability.

U.S. Toothpaste Tablet Market Trends

The U.S. toothpaste tablet market dominated the market with a revenue share of 80.5% in 2023 due to several factors, the U.S. is home to several major toothpaste tablet manufacturers, such as Lush, Bite Toothpaste Bits, and Denttabs. Second, the increasing awareness of environmental sustainability in the U.S. has led to a growing demand for eco-friendly oral care products, including toothpaste tablets. Third, the country's large and affluent population, combined with the availability of various toothpaste tablet brands, and products, has contributed to the high market share. Additionally, the U.S. market is characterized by a high level of consumer interest in innovative, travel-friendly, and portable oral care products, which has further boosted the growth of the toothpaste tablet market.

Europe Toothpaste Tablet Market Trends

Europe toothpaste tablet market is expected to witness the fastest CAGR of 8.6% from 2024 to 2030, due to increasing consumer awareness of sustainability issues and the environmental impact of traditional toothpaste tubes, driving demand for eco-friendly alternatives like toothpaste tablets. Additionally, the region's strong focus on innovation and technology in the personal care sector, along with a growing trend towards online shopping, contributes to the market's projected growth.

The toothpaste tablet market in Germany held the largest market share of 25.3% in 2023. The market is driven by rising awareness about plastic waste, the convenience of toothpaste tablets, and their increasing popularity as travel-friendly solutions. Additionally, Germany's focus on dental health and the potential for innovative ingredients, such as sage and chamomile, contribute to the market's significant opportunities.

UK toothpaste tablet market held the second largest market share in 2023. The UK has a strong culture of environmentalism and sustainability, leading to increased demand for eco-friendly oral care products. Furthermore, the country has strict regulations on plastic waste and packaging, which has encouraged the adoption of toothpaste tablets. Moreover, the UK government's announcement to ban plastic toothbrushes, cotton buds, and stirrers in 2020. This move has encouraged consumers to seek alternative eco-friendly oral care products, including toothpaste tablets.

Asia Pacific Toothpaste Tablet Market Trends

The toothpaste tablet market of Asia Pacific is expected to witness lucrative growth during the forecast period. This growth is driven by the increasing demand for convenient and hygienic products, the rise in disposable income, and the growing awareness of oral health. The market in Asia Pacific is influenced by the presence of major players like Colgate-Palmolive, Procter & Gamble, and Church & Dwight.

China toothpaste tablet market held the largest revenue market share of 24.0% in 2023 due to the country's vast population, strong emphasis on oral health, and the growing demand for eco-friendly and sustainable products. Moreover, the increasing consumer awareness about the environmental impact of plastic waste and the convenience of toothpaste tablets, which are portable and travel-friendly. Additionally, the market's popularity is fuelled by the convenience and ease of use offered by toothpaste tablets, making them an attractive option for on-the-go oral care.

The toothpaste tablet market of Japan held the second largest market share in the Asia Pacific region. This is due to the country's strong emphasis on health and hygiene, coupled with a preference for sustainable and eco-friendly products. The Japanese market's growth is driven by the increasing consumer interest in minimalist packaging and natural ingredients, aligning with Japanese culture and tradition. Additionally, the market's advanced technological infrastructure supports digital marketing and e-commerce strategies, effectively reaching consumers with unique and innovative flavors and ingredients.

India toothpaste tablet market is anticipated to witness a significant CAGR of 8.5% during the forecast period. This is due to the growing consumer awareness about plastic waste and its environmental impact, coupled with the increasing popularity of travel-friendly oral care solutions. The convenience and ease of use offered by toothpaste tablets, along with the rising demand for eco-friendly and sustainable products, contribute to this growth. Additionally, the market's potential for innovation, such as offering customized toothpaste tablets for individual consumer needs, and the influence of social media and digital marketing on consumer behavior, further drive the market's expansion.

Latin America Toothpaste Tablet Market Trends

Thetoothpaste tablet market of Latin Americais expected to witness lucrative growth during the forecast period. The increasing demand for eco-friendly and sustainable oral care products. This growth is driven by growing consumer awareness about environmental issues and the convenience of toothpaste tablets, which are portable and travel-friendly. Additionally, the market's potential for innovation, such as offering customized toothpaste tablets for individual consumer needs, and the influence of social media and digital marketing on consumer behavior, further drive the market's expansion.

Brazil toothpaste tablet market is expected to grow due to increasing awareness of oral hygiene and the benefits of using eco-friendly products. The convenience and portability of toothpaste tablets are also attracting consumers, especially those who are always on the go. Additionally, rising disposable income in Brazil has led to an increase in the demand for high-quality oral care products, including toothpaste tablets.

MEA Toothpaste Tablet Market Trends

The toothpaste tablet market of MEAis expected to grow at a lucrative growth, due to the increasing awareness of oral hygiene, environmental concerns, and the convenience of toothpaste tablets. Moreover, the region's growing population, coupled with the rising disposable income, is expected to boost the demand for toothpaste tablets. Additionally, the e-commerce sector's growth in the MEA region, providing easy access to these products, is expected to contribute to the market's expansion.

South Africa toothpaste tablet market held the largest revenue market share during 2023. This is due to growing awareness of oral health among South African consumers, leading to an increased demand for dental care products. This has resulted in a larger market share for toothpaste tablets, as they are seen as a convenient and eco-friendly alternative to traditional toothpaste tubes. Additionally, South Africa has a well-established e-commerce industry, allowing consumers to easily purchase toothpaste tablets online. This, combined with increasing internet penetration, has contributed to the growth of the toothpaste tablet market.

Key Toothpaste Tablet Company Insights

The market is experiencing substantial expansion, propelled by key companies broadening their product lines and incorporating cutting-edge technologies to secure a larger market presence and engage a broader audience. In April 2021, Colgate Palmolive Company collaborated with TerraCycle, a pioneer in recycling challenging waste, to introduce a no-cost recycling initiative for oral care products. This initiative is designed to prevent oral care product packaging from ending up in landfills and to minimize plastic pollution.

Recent Developments

• In November 2023, Oris Health introduced its Eco-Friendly Toothpaste Tablets on Kickstarter, aiming to transform oral care with natural, travel-friendly options that promote a greener approach to daily hygiene.

• In November 2023, UK startup Krush embarked on a mission to overhaul oral care with its new eco-friendly, vegan-friendly toothpaste tablets.

• In September 2021, Colgate-Palmolive introduced Smile for Good, a line of toothpaste tablets available in two flavors, packaged in a recyclable glass jar with a metal lid.

• In March 2021, Unilever acquired Bite, a toothpaste tablet brand, to enhance its range of sustainable oral care products.

Toothpaste Tablet Market Report Scope

Global Toothpaste Tablet Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis on the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global toothpaste tablet market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Fluoride-based

  • Fluoride Free

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Online stores

  • Hypermarkets/Supermarket

  • Pharmacy & Drug stores

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • Japan

    • China

    • India

    • Australia

    • South Korea

    • Thailand

  • Latin America

    • Brazil

    • Argentina

  • Middle East & Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait