Competitive Landscape
Main Manufacturers Maintain Leadership through Brand Portfolio and Distribution
The oral care market in Canada remained highly concentrated in 2025, with the top four manufacturers collectively commanding a combined 82% share. Procter & Gamble leads with a 36% share, followed by Colgate-Palmolive at 20%, GlaxoSmithKline at 14%, and Johnson & Johnson holding 12%.
Innovative Product Launches and Digital Integration Offer Emerging Growth Opportunities
Procter & Gamble's Oral-B iO Series 2 launch signals a shift toward advanced oral care. This electric tooth brush uses micro vibrations and pressure sensors to improve hygiene.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Oral Care in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in Canada?
- Which are the leading brands in Canada?
- How are products distributed in Canada?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in Canada - Category analysis
Key Data Insights
Oral Care Summary
Affluent and Wellness-Focused Consumers Drive Growth, Despite Cost Pressures
Toothpaste Leads in Size, While Electric Toothbrushes Show Growing Adoption among Consumers
Tom’S of Maine and Oral-B Innovate to Meet Clean and Lifestyle-Driven Consumer Demands
Dual Trends of Price-Sensitivity and Premiumisation Will Continue to Drive Moderate, Steady Growth
Toothpaste Will Remain the Largest Category, While Electric Toothbrushes and Mouthwashes Lead Growth
Innovation and Sustainability Reshape Product Offerings
Main Manufacturers Maintain Leadership through Brand Portfolio and Distribution
Innovative Product Launches and Digital Integration Offer Emerging Growth Opportunities
Pharmacies and Hypermarkets Retain Dominance Thanks to Extensive Reach and Consumer Trust
Omnichannel Strategies Drive Retail Innovation
E-Commerce Shows Fastest Growth
Beauty and Personal Care in Canada - Industry Overview
2025 Developments
Key Data Insights
Clean and Lifestyle Driven Choices Shape Beauty Demand
Premium and Mass Balance as Consumers Prioritise Value and Quality
Dove's Intensive Repair Collection Exemplifies Longevity Trend Impact
Mass Scale and Fragrance Momentum Lead Beauty and Personal Care Growth
Amazon and Sephora Lead Omnichannel Shift in Beauty and Personal Care
Clean Beauty and Mindful Spending Redefine Consumer Preferences and Product Innovation
L’Oréal and Procter & Gamble Hold Leadership through Broad Portfolios and Strategic Positioning
Kenvue Deal Unlikely to Disrupt Beauty and Personal Care Dynamics
Mass Brands Differentiate through Affordability and Science-Led Claims
Pharmacies and E-Commerce Lead Retail Sales as Consumer Preferences Evolve
Continued Growth of Retail E-Commerce Directs Distribution and Consumer Engagement
Subscription Models and Direct-To-Consumer Brands Gain Momentum in Online Retail
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Oral Care research and analysis database.
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