Vertical: HealthcareBase Year: 2019
Market Size (2019)
$2.10B
Projected (2026)
$2.78B
CAGR (2016–2026)
4.2%
Key Players
17+
Dry mouth or xerostomia is a condition in which the salivary glands fail to produce and secrete enough saliva to keep the mouth wet. The condition can occur due to various factors such as side-effects of medications, aging, and radiation therapy carried out during cancer.
Rising geriatric populations suffering from the number of health problems and side-effects of treatment methods are expected to have a positive impact on the global dry mouth relief market. Furthermore, the high consumption of tobacco and alcohol is also anticipated to drive the market growth. However, factors such as lack of awareness and ignorance of the condition are the factors expected to restrict the market growth during the forecast period. The development of innovative products is an opportunity for the global dry mouth relief market.
The Dry Mouth Relief Market market is projected to grow at a CAGR of 4.2% from 2016 to 2026.
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View Subscription PlansThe scope of the global dry mouth relief market study includes the market size analysis and a detailed analysis of the manufacturer’s products and strategies. The market has been segmented based on type, distribution channel, and region.
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View Subscription PlansThis report applies a rigorous multi-stage research process combining primary interviews, secondary data sources, and bottom-up market modelling to ensure accuracy and completeness across all segments and geographies.
Base Year
2019
Historical Period
2016 – 2018
Forecast Period
2020 – 2026
Primary Interviews
150+
Historical data (2016–2019) and forecast period (2019–2026)
Our research process spans primary interviews with industry stakeholders combined with comprehensive secondary data analysis, validated through triangulation across multiple independent sources.
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View Subscription PlansThe global dry mouth relief market is a very lucrative, attractive, and profitable market, both for existing players as well as new entrants. At the same time, intense rivalry among existing competitors has been observed. Our analysis revealed that market players have adopted different strategies to increase their business and position in the global dry mouth relief market. In recent years, strategic movements made by major players were product approvals & launches, expansions, collaborations & partnerships, and strategic agreements, which have been used as market penetration strategies and to strengthen their market presence and diversify their product offerings.
The major players in the global dry mouth relief market are GlaxoSmithKline, Procter & Gamble, Colgate-Palmolive, 3M, Sanofi, Prestige Consumer Healthcare, Inc., Fresenius Kabi Ltd, Johnson & Johnson Services, Inc., and Others.
Companies are entering into strategic collaborations with the existing manufacturers & distributors in the global market to broaden its product portfolio and supply in the untapped markets. For instance, in February 2016, Prestige Consumer Healthcare, Inc. announced the acquisition of DenTek, which was known for oral care products. This acquisition helped the company to expand its portfolio of brands and strengthened its existing oral care platform and also to increase its presence in Europe. Likewise, the major players operating in the market are striving to get approval for the use of their products to launch in the major market. For instance, in February 2017, TheraBreath announced the launch of the new TheraBreath Dry Mouth Oral Rinse. The launch of innovative dry mouth products will help the company to grow its dental product portfolio.
There are numerous players operating in this market all over the globe. Most of these players exist in the American and European regions. There are a lot of large and small market players available in the market which provide a wide range of products for various applications.
GlaxoSmithKline, Procter & Gamble, Colgate-Palmolive, 3M, Sanofi, Prestige Consumer Healthcare, Inc., Fresenius Kabi Ltd, and Johnson & Johnson Services, Inc. are the major players in the global dry mouth relief market, contributing a major share of over 50.3% of the overall market.
Michael Porter’s five forces model gives a framework that models the global dry mouth relief market, which is influenced by five forces. The strategic business managers, trying to create an edge over competing firms in the global dry mouth relief market, can utilize this model to better comprehend the industry connection in which the firm operates. The components of each of the forces and the degree or impact of each component in the context of the global dry mouth relief market have been broken down and analyzed below.
Bargaining Power of Suppliers
The bargaining power of suppliers in the dry mouth relief market is expected to be medium. The number of raw material suppliers in the market is high, which provides the market players with a lot of options, hence decreasing the bargaining power of suppliers. On the other hand, since high-quality materials are used in the manufacturing of dry mouth relief products, only a few numbers of viable raw material suppliers are available, which increases the bargaining power of suppliers in the market.
Bargaining Power of Buyers
The bargaining power of buyers is medium in the dry mouth relief market. The market has a large number of buyers that are hospitals, pharmacies, retail stores, and individuals. On the other hand, the number of manufacturers is also high, due to which the buyers have a lot of options in the market. This increases the bargaining power of buyers in the global dry mouth relief market.
Threat of New Entrants
The threat of new entrants is expected to be low in the dry mouth relief market. The new participants planning to enter the market are required to abide by the mandatory regulatory standards in the manufacturing of the dry mouth relief products. Also, the market is characterized by brand loyalty, where establishing a brand name is difficult for the new entrants. However, the presence of a large number of players in the market acts as a barrier for market players to enter the market, which decreases the threat of new entrants.
Threat of Substitutes
The threat of substitutes in the global dry mouth relief market is expected to be high as there a lot of substitutes available for dry mouth relief. These substitutes include lozenges, gels, sprays, mouthwashes, gums, and prescription drugs, among others. Therefore, the threat of substitutes for market players is high.
Intensity of Rivalry
The degree of competition in the dry mouth relief market is high. The modest degree of product differentiation among existing players increases the intensity of rivalry in the market. The company’s manufacturing dry mouth relief products are working on developing cost-effective products and innovative products, especially for use in developing countries. Moreover, the players are launching new types of products for creating a competitive edge over the players.
Market estimates by geography (2026)
InsightAmericas leads with $943.14M by 2026, while Asia Pacific is projected to grow fastest at a 4.6% CAGR.
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View Subscription Plans| REGION | 2016 | 2019 | 2026 | CAGR | SHARE |
|---|---|---|---|---|---|
| Middle East and Africa | $132.77M | $163.58M | $199.90M | 4.2% | 7% |
| Americas | $656.83M | $790.43M | $943.14M | 3.7% | 34% |
| Asia Pacific | $455.10M | $571.95M | $713.31M | 4.6% | 26% |
| Europe | $599.30M | $745.70M | $920.78M | 4.4% | 33% |
| Total | $1.84B | $2.27B | $2.78B | 4.2% | 100% |
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View Subscription PlansTotal Market Size
$2.78B
| APPLICATION | REVENUE ($B) | GROWTH RATE | MARKET PENETRATION |
|---|---|---|---|
| Mouthwash | $1.11B | 4.5% | 40% |
| Spray | $739.80M | 4.2% | 27% |
| Lozenges | $405.23M | 4.1% | 15% |
| Others | $317.57M | 3.0% | 11% |
| Gel | $205.38M | 4.0% | 7% |
* Revenue projections based on 2025 estimates. Growth rates represent CAGR 2024–2030. Market penetration indicates current adoption rate within addressable market segments.
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Analytical insights on Dry Mouth Relief Market covering market dynamics, competitive landscape, and strategic outlook.
The Dry Mouth Relief Market market is projected to reach $2.78B by 2026, growing at 4.2% CAGR. The Mouthwash segment holds the largest share.
Dry mouth, also known as xerostomia, occurs because of the lack of saliva production. Typically, dry mouth is not a disease but is a result of various conditions such as side-effects of certain medicines, cigarette smoking, harmful effects of radiation exposure to the areas of head and neck, dehydration, aging population, and mouth bleeding, among others. The above-mentioned factors increase the demand for dry mouth treatment products, which results in increasing market growth.
Additionally, the growing prevalence of diabetes, which results in high blood sugar levels, can cause dry mouth, which contributes to market growth. However, lack of awareness and ignorance of the condition can hamper the market growth. Likewise, the development of innovative products would serve as an opportunity for market growth.
The aging population is highly prone to various diseases and health conditions, which eventually leads to a rise in diagnosis and treatment. Xerostomia is the most common condition occurring in the elderly population due to several health conditions such as cancer, diabetes, Parkinson’s disease, and others. For instance, the National Council of Aging (NCOA) reported that currently, around 80% of the old population has at least one of the chronic diseases such as hypertension, high cholesterol, arthritis, diabetes, heart failure, and depression. Additionally, according to the World Health Organization 2018 datasheet, it is stated that the aging population between 2015 and 2050, will increase from 12% to 22% across the world.
Moreover, according to the Oral Cancer Foundation (OCF), the dry mouth condition usually affects the geriatric population, and it is likely that about 20% of the geriatric population across the globe is affected by it. However, OCF also reported that dry mouth is not only related to aging but also to high consumption of medications that cause xerostomia as a side-effect.
Such an increasing aging population with various health conditions and side-effects of medication leads to an increase in the demand for dry mouth relief products.
Dry mouth relief products are available in both over the counter (OTC) and prescription forms. There are various companies involved in developing mouth moisturizing products as a treatment option for patients who have a problem with saliva secretion. There are different public and private companies such as GlaxoSmithKline, Procter & Gamble, Colgate-Palmolive, 3M, Sanofi, and others involved in developing and launching oral care products in various forms such as toothpaste, mouthwash, mint, and others. For instance, in November 2018, 3M announced the launch of new 3M Xerostomia Relief Spray, which is a clinically proven solution that prevents xerostomia symptoms. The launch of this product will grow the companies’ oral health segment. Moreover, in February 2017, TheraBreath announced the launch of the new TheraBreath Dry Mouth Oral Rinse. The adaptation of new technology and the launch of innovative dry mouth products will help the company to grow its dental product portfolio.
Hence, the rising development and launch of dry mouth care products are likely to act as an opportunity for the growth of the market during the forecast period.
Many of the oral problems develop very slowly and are caused due to carelessness. Many of these problems are minor while some of them need special treatments which are expensive. In developing regions, people do not have enough capital to have treatment for diseases. However, many of them do not know about such health conditions, and this leads to the increasing severity of problems. According to the American Dental Association, the decrease in salivary secretion can cause difficulties in chewing, tasting, swallowing, and speaking.
Furthermore, it increases the chance of demineralization of teeth, developing dental decay, tooth sensitivity, or oral infections, which lead to an increase in the demand for mouth moisturizing products. The FDI World Dental Federation reported that, currently, 3.9 billion people across the globe are affected by various oral problems. It is reported that dry mouth is not considered a top priority oral disease and has a low awareness level among the public despite its noisome symptoms and complications. The lack of knowledge leading to the loss in timely management of dry mouth conditions is likely to hamper the growth of the global dry mouth relief market.
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Profiles of 109 companies operating in the Dry Mouth Relief Market market, including revenue, employee count, and market positioning where available.
Showing 109 of 109 companies
Company Headquarters: Hessen, Germany Founded: 1999 Workforce: 275,000 Company Working: Fresenius is a global healthcare company that operates through four business segments, such as Fresenius Medical Care, Fresenius Kabi, Fresenius Helios, and Fresenius Vamed. Through its different business segments, the company offers its products and services for dialysis, clinical nutrition, infusion therapy, hospitals, and outpatient medical care. The company provides its services across 100 countries with its geographical presence in North America, Europe, Asia-Pacific, and Africa.
Company Headquarters: New York, US Founded: 1806 Workforce: ~35,900 Company Working: Colgate-Palmolive, together with its subsidiaries, manufactures and sells consumer products worldwide. It operates through two segments, namely, oral, personal and home care and pet nutrition. It offers oral care products, including toothpaste, toothbrushes, and mouthwashes, as well as pharmaceutical products for dentists and other oral health professionals. It markets and sells its oral, personal, and home care products to various retail and wholesale customers and distributors.
Company Headquarters: Texas, US Founded: 1946 Workforce: ~501-1000 Company Working: Mission Pharmacal Company (Mission) is a US-based, privately held healthcare company. The company operates through various subsidiaries such as BexR Logistix, LLC, BioComp Pharma, ProSolus Pharmaceuticals, LP, Espada Dermatology, Inc., Esrubar, L.P. The company is involved in offering high-quality, unique healthcare products which are used by woman, pediatric patients, and patients suffering from urologic and dermatologic conditions. Mission offers prescription, OTC, and dietary supplements that are manufactured using purest ingredients. The company manufactures and markets products in various forms such as tablets, powders, solutions, lotions, creams, gels, and suspensions.
Company Headquarters: California Founded: 1994 Workforce: ~50 Company Working: TheraBreath is a California-based, one of the revolutionary oral care systems created by Doctor Harold Katz. The company has various product lines for different dental conditions such as clearing of tonsil stones, gum disease, teeth whitening, specialty chewing gum, and pet products. The product offered by the company includes TheraBreath Toothpaste and Oral rinse, gum and mints, sprays and drops, mouthwash, and others.
Company Headquarters: Oregon, US Founded: 2004 Workforce: ~50 Company Working: Oral Biotech is a privately held company involved in the manufacturing of dental care products. The company specializes in oral health, cavity, and other dental problems. The company offers its dental care products in various forms, such as gel, spray, gel, rinse, and many more. Oral Biotech offers scientific based treatment to prevent cavity problems, which include pH neutralization, xylitol, antibacterial, fluoride, and nano-hydroxyapatite.
Company Headquarters: Utah, US Founded: 2000 Workforce: ~2000 Company Working: Xlear is a leading manufacturer of xylitol-based products in North America. The company is involved in the manufacturing of natural sweeteners such as erythritol and xylitol. The products offered by the company include gum, mints, mouthwash, toothpaste, kid’s spray, mouth moisturizer, and kids' tooth gel. The raw materials used by the company to manufacture its products include fruits, vegetables, wood, and other natural sources. The company has a large number of distributors across various countries which includes Belgium, Canada, Australia, Brazil, China, Germany, Austria, India, Philippines, Singapore, and others.
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Historical performance and future projections (2020–2030, USD Billion)
Market Size (USD Mn)
