Mouthwash is used by millions of people around the world every day. It’s an important part of our daily lives and has been for decades. But how much do we really know about mouthwash? What are some interesting facts about this product? What trends are happening right now?
Here is where we look at the latest mouthwash statistics and trends so you can stay up-to-date on everything related to this industry!
In case you’re not familiar with mouthwash, it’s a liquid (oral rinse) that you gargle with to keep your breath fresh. And it turns out that mouthwash is a lot more popular than you might think. In fact, in this article, we’ve included 19 mouthwash statistics that are sure to make your jaw drop.
So, grab a glass of water and some Listerine. Oh, and pen and paper. You’ll want to take notes. We know you’re here for the mouthwash stats, but we’ve got so much more to share with you.
Let’s get started!
Mouthwash Market Statistics
1. The Mouthwash market is projected to reach a value of $9,272.13 million by 2027.
According to a study by Insight Partners and Globe Newswire, the mouthwash market was worth approximately $5,980.35 million in 2019, and is expected to reach a value of $9,272.13 million by 2027, with CAGR of 5.7%.
According to the report, the current market growth is attributed to the increasing prevalence of dental problems in the modern world, as well as an increased number of campaigns and advertisements focused on oral hygiene.
2. The global industry for mouthwash grew at over 4% CAGR from 2016 to 2020.
A leading competitive intelligence and market research company, Fact MR looked at the growth of the global mouthwash industry between the years of 2016 and 2020, and discovered the sector has experienced a consistent level of growth at around 4% CAGR.
The market achieved a value of around $8 billion in 2020, and according to the researchers, during the COVID-19 pandemic, the industry experienced a significant surge.
According to the report, rising demand for oral care driven by the pandemic, as well as new campaigns for oral hygiene will lead to a significant increase in year-over-year growth for mouthwash at around 6.54% between the years of 2021 and 2031, to a value of $16 billion.
3. Antiseptic mouthwashes will experience a CAGR of 6% between 2021 and 2031.
Numerous forms of mouthwash are experiencing significant growth at present, according to a report shared by Fact.MR. One of the most regularly-prescribed forms of mouthwash is an antiseptic option containing chlorhexidine.
According to Fact.MR, sales of these antiseptic mouthwashes will be particularly significant in the next 10 years, growing at a rate of 6% between 2021 and 2031.
However, Fact.MR also believes other forms of mouthwash will gain increased sales, with the natural and organic mouthwash segment capturing a revenue share of up to 30% over the next ten years.
4. The oral hygiene market is accelerating at a rate of 5% from 2021 to 2022.
A report published by Fact.MR on the oral hygiene market, which includes mouthwash, dental floss, and toothbrush-based cleaning, found the industry is set for significant growth. The report suggests the global market for oral hygiene reached the point of around $50 billion in 2020, and should continue accelerating at a rate of at least 5% CAGR up to 2031.
If the market does continue to increase at this rate, the full value for the oral hygiene industry will reach around $780 billion by 2031, with toothbrushes marking the largest-selling component.
5. The global oral antiseptics market is worth $2.47 billion in 2022.
(Future Market Insights)
Future Market Insights found the market for global oral antiseptics (including mouthwash) was worth approximately $2.47 billion entering 2022. The researchers believe the sales of these products will continue to increase significantly between the years of 2022 and 2028, at a CAGR of 4.7%.
If the oral antiseptics market grows according to market predictions, it could be worth $3.24 billion by 2028, representing a significant space for oral health companies.
According to the researchers, the escalating use of oral antiseptic and mouthwash can be attributed in part by the growing access to research in the dental landscape.
6. Listerine was the highest-selling mouthwash brand in the US in 2018.
Statista’s research department revealed Listerine to be the top-selling mouthwash and dental rinse brand in the US in 2018. The company achieved sales exceeding $354 million, and was followed in its success by second-place Private label, with $199.2 million in sales.
The report also found the Colgate-Palmolive company to be a significant player in the oral care market, thanks to their involvement with Colgate, Tom’s of Maine, and Elmex. In recent years, slightly less than 50% of Colgate-Palmolive’s global sales were attributed to oral care.
Mouthwash Statistics Around the World
7. 31.1% of people in Grampian Scotland say they’ve never used mouthwash.
(Journal of Oral and Maxillofacial Research)
One study published around a decade ago in the Journal of Oral and Maxillofacial Research found a significant number of people in the Grampian region of Scotland had never used mouthwash.
A total of 38.1%, the majority of the respondents had never used mouthwash at the time of the study, while 17.5% said they used the substance, but often less than 1 per month.
According to the report, only 25.1% of participants used mouthwash on a daily basis, and 19.4% said they used mouthwash every few days. Interestingly, the prevalence of use reduced with age, and women were more likely to say they used mouthwash than men.
Interestingly, smokers were also more likely to say they used mouthwash, with 453.1% saying they used mouthwash regularly compared to only 40.3% of non-smokers. Additionally, mouthwash was also used by a smaller number of people who drank alcohol regularly (36.6%).
An analysis of the mouthwash market by Fact.MR found the US may hold more than 25% of the total market share for mouthwash revenue between 2021 and 2031.
The researchers believe the dominance of mouthwash in the US is due to high product adoption in the region, as well as a rise in the aging people in the US, and an increasing number of new products.
The report also noted that 4 out of 5 US adults in the US considered oral health to be one of their top priorities, surpassing exercise, mental health, and the ability to control eating habits.
9. The UK may account for 45% of the mouthwash sales across Europe in the next 10 years.
Results from the Fact.MR study into the growth of the mouthwash market across the globe through 2021 to 2031 indicates the UK could account for 45% of the total market across Europe in the next decade. According to the report, around 66% of adults in the UK have visible plaque, and 1 in 3 suffer from tooth decay.
However, recent years have seen an increased focus on oral care in the region, with companies introducing a wide selection of new mouthwash products. According to Fact.MR, the Corsodyl Treatment Mouthwash is currently the most popular and common product for UK oral care.
10. The Indian market could see a higher growth for mouthwash of 7% between 2021 and 2031.
A Fact.MR report on the global growth of mouthwash sales between the years of 2016 and 2031 found the Indian market could have a significantly higher potential for growth than many other countries. The group believes the sale of mouthwash in India is expected to grow at a rate of 7%, compared to a growth rate of around 6.54% globally.
According to Fact.MR, the reason for this additional growth is the high number of dental and gum diseases in India, which affect around 60-80% of the population. Because the Dental Council of India believes that 72% of the rural population of the region doesn’t have the tools they need for good oral care, new initiatives are being implemented, including programs to make mouthwash more affordable.
11. 199.56 million people in the United States use mouthwash.
(Statista Research Department)
A Statista Research Department survey into the use of mouthwash throughout the United States found around 199.56 million Americans (60.5% of the population) currently use dental rinse or mouthwash.
The data was calculated and assessed by Statista based on Simmons National Consumer Survey information and US Census Data for the year 2020.
An additional study building on these findings by Statista found the number of US individuals using mouthwash has been increasing on a regular basis for the last ten years. According to the graph published by the Statista Research department, the number of people who said they used mouthwash was only 188.12 million in 2011.
Furthermore, the report suggests if the number of people using mouthwash continues to grow at a consistent rate, there should be around 202.58 million people using mouthwash in 2024. This is compared to a potential 130.55 million people who will not use mouthwash.
12. 16.62 million Americans were regular mouthwash users in 2020.
(Statista Research Department)
In a recent survey, 16.62 million Americans reported using mouthwash 14 times or more within the last week (this is over 5% of the total population). A large number of people are using mouthwash, but it is still a small percentage of the total population.
The majority of people who use mouthwash do so as part of their oral healthcare routine, and many do so because they’ve been told by their dentist or doctor that they should be doing so regularly.
The number of consumers who use mouthwash is increasing from year to year, which may indicate greater awareness about its benefits among consumers as well as increased marketing efforts by manufacturers to promote their products.
13. 49% of people say they don’t use mouthwash regularly in the UK.
(Oral Health Foundation)
According to a survey conducted by the Oral Health Foundation, around half of survey participants (49%), say they do not use mouthwash regularly. A further 36% of respondents said they never use mouthwash at all.
The researchers say people continue to ignore the benefits of mouthwash, even as studies show that dental rinses can be significantly useful for plaque control.
Indeed, 36.9% of subjects using mouthwash with essential oils achieved at least 50% plaque-free sites after 6 months using mouthwash, compared to only 5.5% of patients who used mechanical (brushing) methods for oral hygiene alone.
14. Brits purchased 2.6 million additional packs of mouthwash in 2021.
According to a study reported by The Grocer, mouthwash was one of the most significant high-performing products in the oral care market in 2021. Despite slow sales in the UK within 2020, the sector grew by around 5.3% in 2021, achieving a value of £140.6 million.
According to a consultant from Nielsen IQ in the study, brands within the mouthwash sector saw significant success compared to companies in other oral care categories during 2021, particularly as people continue to invest in personal care following the pandemic.
While sales in toothbrushes also grew during 2021, the evolution of the market was less significant than it was for the mouthwash space.
15. 3 out of 10 Europeans prefer oral antiseptics over mouthwash.
(Future Market Insights)
A study conducted by Future Market Insights in 2022 into the state of the global oral antiseptic and mouthwash market found that 3 in 10 Europeans prefer oral antiseptics and dental rinses to traditional mouthwash.
The report also noted Europe has been providing the most significant consumer base to players in the oral antiseptic as of late, though demand for these products has been increasing in the North American and East Asian regions too.
According to FMI, the majority of sales for oral antiseptics are concentrated in hypermarkets and supermarkets, but the researchers believe more sales will take place in drug stores and pharmacies in the years ahead.
Mouthwash Efficacy Statistics
(Microbac Laboratories and Unilever)
A study conducted by Microbac Laboratories and Unilever in 2020 found mouthwash could play a significant part in the fight against COVID-19. The research revealed rinsing with a mouthwash containing “CPC” for a period of at least 30 seconds could reduce the viral load of the virus responsible for causing Covid-19 by 99.9%.
CPC technology is already a common choice within the dental industry for its anti-viral and antibacterial benefits. This research follows on from a previous study conducted by Unilever which found the number of virus particles a person carries in their mouth may be reduced for as long as 6 hours after using a CPC technology mouthwash.
17. 95% of dentists say they often see patients struggle to maintain plaque levels with mechanical cleaning alone.
(Listerine and Johnson & Johnson)
In conjunction with parent company, Johnson & Johnson, a leading oral care brand, Listerine conducted a study surveying 721 health care professionals in 2021.
According to the report, 95% of dental professionals often see patients struggling to maintain plaque levels with mechanical cleaning (toothbrush use) alone, indicating a higher need for mouthwash and floss.
The report also notes that adjunctive antiseptics in mouthwash can lead to a statistically significant reduction in plaque for patients, compared to mechanical cleaning on its own.
18. Herbal oral antiseptics offer a growing alternative to traditional mouthwash.
(Future Market Insights)
A report into the oral antiseptic and mouthwash market worldwide by Future Market Insights found herbal oral antiseptics are gaining preference over standard chemical-based products.
The best-selling substance on the market is still Cetylpyridinium chloride-based oral antiseptics, accounting for around 75% of market sales, but herbals are seeing increasing demand, with various market leaders exploring the market, according to the survey.
19. The addition of Listerine to an oral health regimen produced nearly 5 times more plaque-free sites than the mechanical methods alone.
Listerine is a brand of antiseptic mouthwash that has been around for over 130 years. The brand was originally invented in 1879 by Joseph Lawrence, who named it after the famous British surgeon and antiseptic pioneer Joseph Lister.
Listerine is often used in combination with brushing and flossing to help kill bacteria and prevent cavities. It’s important to note that there are other brands of mouthwash on the market, but Listerine is one of the best-known brands and has been around longer than most others.
While Listerine is an antiseptic mouthwash that helps kill germs that cause bad breath, it is not a replacement for brushing and flossing. It should be used as a supplement to these methods, not as a substitute.
According to the American Dental Association (ADA), brushing and flossing are essential for oral health because they can remove food particles from your teeth, prevent plaque buildup and help prevent gingivitis.
Mouthwash may also help reduce tooth decay and improve gum health when used as part of your daily oral hygiene regimen. The ADA recommends that adults brush their teeth twice each day for at least two minutes, along with flossing once per day. Mouthwash can be used in addition to these practices—just make sure it doesn’t replace them!
We’ve now seen a lot of mouthwash statistics, so it’s time for us to wrap up.
The first thing that stands out is the fact that mouthwash is used by more than half of all adults in the US. That means that if you’re not using mouthwash, there’s a good chance you are in the minority!
While most people use mouthwash to keep their breath fresh and fight bad breath, many people also use it as a way to get rid of any lingering odors from food or drink (such as coffee or cigarettes).
Mouthwash can be an effective way to treat some dental conditions, but this should only be done under the supervision of a dentist or doctor. Some people believe that there are risks associated with using mouthwash over long periods of time, so it’s important to consult your doctor before using mouthwash on a regular basis.
Thanks so much for reading along as we explored the mouthwash statistics! If you have any questions or comments, please don’t hesitate to reach out!