BRICS Oral Care Market Forecast and Outlook 2026–2036: Growth, Trends, and Strategic Insights

 

The BRICS oral care market is forecast to expand from USD 23.0 billion in 2026 to USD 34.4 billion by 2036, registering a compound annual growth rate (CAGR) of 4.1%, according to new analysis by Future Market Insights (FMI). The growth outlook reflects structurally resilient demand for daily oral hygiene products across Brazil, Russia, India, China, and South Africa, supported by regulatory tightening, therapeutic product innovation, and modern trade expansion.

The forecast period from 2026 to 2036 highlights how leading oral care manufacturers are leveraging compliance capabilities, science-backed claims, and distribution scale to defend and premiumise core toothpaste and toothbrush categories. The market remains anchored in habitual replenishment cycles, with innovation increasingly focused on sensitive-teeth, gum-health, and power-brush platforms.

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Market Overview: Defensible Daily Essentials Drive Long-Term Expansion

FMI projects that BRICS oral care demand will remain structurally supported by high-frequency household replenishment of toothpaste and toothbrushes. Primary oral care products are expected to account for 74.0% of total market share in 2026, underscoring the continued dominance of toothpaste and manual and power toothbrushes within household baskets.

The research methodology maps replenishment frequency to modern retail penetration, pricing ladder shifts, and brand-led premiumisation intensity by country. Competitive tracking incorporates disclosed R&D investments, portfolio upgrades, and distribution expansion signals across BRICS economies.

Colgate-Palmolive’s 2025 Form 10-K states the company holds global leadership in toothpaste and manual toothbrush categories by market share, reinforcing why BRICS demand is structurally concentrated in scaled portfolios with entrenched brand trust and distribution networks.

Regulatory Tightening Elevates Compliance as Competitive Advantage

Across BRICS markets, regulatory oversight is intensifying, raising documentation, labeling, and quality system requirements for oral care products.

In China, the Provisions for Toothpaste Regulation, promulgated by SAMR Decree No. 71 and effective December 1, 2023, formalise supervision requirements for toothpaste products. The framework increases compliance expectations, favouring manufacturers with established filing systems and quality assurance infrastructure.

India’s Bureau of Indian Standards (IS 6356) specifies composition and testing requirements for toothpaste, reinforcing standardisation in high-volume categories. Brazil’s ANVISA Resolution RDC 907/2024 governs marketing authorisation for personal hygiene products, while Russia’s EAEU TR CU 009/2011 establishes safety requirements for perfumery and cosmetic products. South Africa’s National Oral Health Policy and Strategy (December 2024) emphasises prevention-led oral health programming.

FMI analysis indicates that rising governance complexity is accelerating consolidation toward larger operators capable of sustaining regulatory readiness across multi-country supply chains.

Science-Led Premiumisation and R&D Investment Gain Momentum

While the category remains anchored in daily-use essentials, premiumisation is increasingly science-driven. Haleon disclosed a £130 million investment in a Global Oral Health Innovation Centre in Weybridge, aimed at accelerating product development across its oral health portfolio. CEO Brian McNamara described the facility as central to attracting talent and fueling growth.

Therapeutic differentiation—particularly in gum health and sensitive-teeth segments—is reshaping value capture. Device-led upgrading is also contributing incremental revenue. P&G has reported that Oral-B iO supported power brush category growth, highlighting conversion from manual to electric platforms in urban BRICS markets.

This integrated consumable-and-device ecosystem allows manufacturers to increase value per household through hardware adoption and recurring replacement head sales.

Distribution Dynamics: Modern Trade Leads Conversion

Hypermarkets and supermarkets are projected to account for 32.0% of market share in 2026, making them the largest distribution channel. Modern trade’s importance lies in high-volume replenishment, shelf visibility, and price-pack architecture execution.

Retailers increasingly prioritise suppliers with compliance discipline and stable supply chains, particularly as regulatory enforcement intensifies. Shelf-level execution remains the primary conversion lever for toothpaste and toothbrush portfolios, even as e-commerce penetration expands.

Country Outlook: India Leads Growth

Growth performance varies across BRICS markets:

• India: 4.6% CAGR (2026–2036)
• South Africa: 4.2% CAGR
• China: 4.0% CAGR
• Brazil: 3.8% CAGR
• Russia: 3.6% CAGR

India is projected to be the fastest-growing BRICS oral care market, supported by toothpaste standardisation, FMCG route density, and premium ladder expansion across mass and modern trade channels.

China’s 4.0% CAGR reflects compliance-led consolidation under tighter toothpaste supervision. Brazil’s health surveillance governance favours scaled portfolios, while Russia’s conformity regime reinforces structured market participation. South Africa’s prevention-focused public health strategy supports baseline toothpaste demand growth.

Competitive Landscape: Scale, Science, and Compliance Define Leadership

The competitive environment remains concentrated among global and regional platform owners including Colgate-Palmolive, Procter & Gamble, Unilever, Haleon, Kenvue, Church & Dwight, Lion Corporation, Sunstar Group, Dabur, and Yunnan Baiyao Group.

Competition is defined by:

• Investment in therapeutic innovation
• Regulatory compliance capability
• Retail route density and shelf execution
• Power brush adoption and premium ladder expansion

Recent developments include Lion Corporation’s expansion of its “Okuchi Plus You” oral healthcare support service to more than 200 organisations and 100,000 users as of January 2026.

Outlook: Resilient, Regulation-Driven Growth Through 2036

FMI concludes that the BRICS oral care market will remain resilient and compliance-led over the next decade. Growth will be moderate rather than explosive, reflecting the stability of habitual consumption patterns. However, rising regulatory scrutiny, science-backed premiumisation, and device-led upgrading are reshaping value capture within primary oral care categories.

As regulatory frameworks mature and retail execution intensifies, competitive advantage will increasingly depend on scale, documentation discipline, and the ability to monetise daily oral hygiene routines through therapeutically positioned innovation.

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About Future Market Insights (FMI)

Future Market Insights, Inc. (FMI) is an ESOMAR-certified, ISO 9001:2015 market research and consulting organization, trusted by Fortune 500 clients and global enterprises. With operations in the U.S., UK, India, and Dubai, FMI provides data-backed insights and strategic intelligence across 30+ industries and 1,200 markets worldwide.