Mouth Spray Market Size & Industry Report, 2033

Mouth Spray Market Overview

The Mouth Spray Market size was valued at USD 2.68 million in 2024 and is expected to reach USD 4.51 million by 2033, growing at a CAGR of 6.71% from 2025 to 2033.

The mouth spray market has seen strong growth in recent years as consumers prioritise oral hygiene, fresh breath, and convenient on-the-go solutions. In 2023, more than 1.4 billion units of mouth sprays were sold worldwide, with breath freshening sprays accounting for over 60% of total volume.

North America remains the largest regional market, with over 450 million units sold in 2023 alone, while Asia-Pacific recorded over 400 million units sold as rising disposable incomes fuel consumer spending on personal care. Europe follows closely, with more than 300 million units purchased, driven by high demand for dry mouth relief products. Growing consumer awareness about oral health has boosted new launches — over 120 new mouth spray variants entered the global market in 2023, including herbal, alcohol-free, and functional sprays with antibacterial properties.

Busy urban lifestyles continue to drive sales, with more than 65% of consumers preferring pocket-sized mouth sprays for instant freshness. In the dental care sector, dentists report that over 40% of patients suffering from dry mouth symptoms use a spray as part of their daily routine. Rising interest in sugar-free and natural ingredient formulations is also influencing product development, with over 50% of new products launched in 2023 marketed as free from artificial additives.

Key Findings

DRIVER: Rising consumer demand for convenient, on-the-go breath freshening solutions drove sales of over 1.4 billion mouth spray units globally in 2023.

COUNTRY/REGION: North America led the market with over 450 million mouth spray units sold last year.

SEGMENT: Breath freshening sprays remain the top segment, making up more than 60% of total global mouth spray sales in 2023.

Mouth Spray Market Trends

Consumer trends continue to shape the mouth spray market as more people look for quick, portable oral care products. In 2023, global mouth spray sales surpassed 1.4 billion units, with urban millennials and Gen Z making up over 50% of frequent users. Breath freshening sprays dominate, with more than 850 million units sold last year, as busy professionals and commuters favour instant solutions to maintain confidence during social and work interactions. Natural and herbal mouth sprays gained significant traction, accounting for nearly 30% of new product launches in 2023, as more consumers demand alcohol-free, chemical-free options for sensitive mouths. Dry mouth sprays are also seeing steady growth, with dentists reporting that over 40% of patients with xerostomia symptoms now use a spray daily. This segment saw more than 250 million units sold in 2023 alone, supported by rising cases of dry mouth linked to medications and ageing populations. Oral hygiene sprays that combine breath freshening with antibacterial benefits are carving out a niche too — over 50 million units were sold worldwide in 2023, particularly in Asia-Pacific where demand for multifunctional oral care is high. Retail channel shifts are shaping trends: more than 35% of mouth spray sales now occur through online shops, up from 25% in 2020, as direct-to-consumer brands expand their digital reach. Supermarkets and specialty stores remain strong, with supermarkets accounting for over 55% of global sales last year. Consumers also show growing loyalty to value packs and multi-flavour bundles, which represented over 15% of supermarket shelf space for mouth sprays in 2023. Innovation trends continue to focus on sugar-free, eco-friendly packaging and plant-based ingredients. In Europe, more than 40% of new mouth sprays launched in 2023 featured natural mint, green tea, or herbal extracts as key selling points. Compact spray bottles under 15ml remain the most popular, with over 80% of new SKUs designed to fit in pockets and handbags for convenience. These consumer-driven trends are expected to keep reshaping the mouth spray market over the next few years.

Mouth Spray Market Dynamics

The mouth spray market’s dynamics are defined by growing oral care awareness, product innovation, changing retail channels, and consumer preferences for healthier alternatives. In 2023, more than 1.4 billion units of mouth sprays were sold globally, indicating strong momentum in daily personal care habits. The rise of dry mouth conditions, which affect more than 20% of adults over 40, continues to boost demand for specialised sprays. Younger demographics increasingly favour sugar-free, naturally derived products, with over 50% of new product launches in 2023 focusing on herbal and organic ingredients.

DRIVER

Demand for portable breath freshening and dry mouth relief

A key driver for the mouth spray market is the growing demand for portable, quick-fix oral care solutions that fit modern lifestyles. In 2023, over 1.4 billion mouth spray units were sold globally, with more than 850 million units coming from breath freshening sprays alone. Surveys show that over 65% of urban consumers carry a mouth spray in bags or cars to manage social and professional situations with confidence. In dental clinics, over 40% of patients with dry mouth rely on sprays for daily relief, especially seniors and those on long-term medications. This daily-use habit fuels consistent sales volumes across retail, pharmacy, and online channels.

RESTRAINT

Competition from substitutes like gums and mints

One major restraint for the mouth spray market is strong competition from substitute products like chewing gum and mints, which remain top choices for fresh breath among consumers. In 2023, over 30 billion units of mints and gum were sold globally, dwarfing mouth spray unit sales. Many shoppers find gum or mints cheaper and more familiar, which slows mouth spray adoption in some regions. In price-sensitive markets, consumers are hesitant to switch to sprays that cost 2–3 times more per use than a pack of mints. This competitive pressure means brands must differentiate sprays through functional benefits and unique flavours to retain market share.

OPPORTUNITY

Herbal and natural ingredient innovation

Herbal and natural mouth sprays present a big opportunity for market expansion. In 2023, more than 30% of new sprays launched globally contained plant-based extracts like green tea, aloe vera, or herbal mint oils. Surveys show that over 50% of consumers prefer natural ingredients, citing fewer side effects and better taste. Asia-Pacific brands have driven this trend with more than 150 million premium herbal sprays sold last year alone. Innovative natural sprays also attract health-focused consumers looking to avoid alcohol-based formulas. Brands investing in organic certifications, sustainable sourcing, and eco-friendly packaging can capture new buyers and build loyalty in the premium segment.

CHALLENGE

Maintaining shelf life and formulation stability

A persistent challenge for the mouth spray market is ensuring shelf life and formulation stability, especially for alcohol-free and natural sprays. In 2023, more than 120 new SKUs launched with herbal or organic ingredients, but nearly 15% faced short shelf life issues due to natural extracts degrading faster than synthetic formulations. Manufacturers must balance preservative-free claims with product safety and effectiveness. Climate conditions during transport and storage can also impact quality — in hotter regions, shelf life drops by up to 20% for natural sprays. Developing new natural preservatives and airtight packaging remains essential to meet consumer expectations for safe, long-lasting sprays.

Mouth Spray Market Segmentation

The mouth spray market is segmented by type and by application, each showing distinct demand patterns that shape overall global sales. In 2023, breath freshening sprays dominated, making up over 60% of the 1.4 billion mouth spray units sold globally. Dry mouth sprays captured about 18% of total volume with over 250 million units sold, addressing rising cases of xerostomia among seniors and patients on medication. Oral hygiene sprays, which combine antibacterial action with breath freshening, made up around 50 million units sold last year, appealing to health-conscious consumers. By application, supermarkets remain the largest sales channel, responsible for over 55% of all sales in 2023. Specialty stores, including pharmacies and dental clinics, handled about 30% of total sales, while online shops continued to gain traction with more than 35% of all mouth sprays now purchased through e-commerce.

By Type

Breath Freshening Sprays: Breath freshening sprays remain the leading category, with more than 850 million units sold in 2023, accounting for over 60% of all global mouth spray sales. This type is highly popular among urban consumers, commuters, and working professionals who prefer discreet, quick oral freshness. Compact sprays under 15ml are the standard, with over 80% of breath sprays designed for pockets and handbags. Mint remains the dominant flavour, featured in over 70% of freshening sprays launched last year. Brands increasingly introduce sugar-free, herbal mint, and natural oil variants, reflecting growing demand for gentle yet effective freshening solutions.
Dry Mouth Sprays: Dry mouth sprays address xerostomia and related discomforts caused by medications, ageing, and certain health conditions. In 2023, over 250 million units were sold worldwide, supported by dental clinics recommending them as a daily aid. Nearly 40% of patients over 40 report using a dry mouth spray at least once daily to maintain comfort and oral health. Flavours are typically mild, with aloe vera, gentle mint, and chamomile blends being popular. Europe and North America lead demand, with pharmacies and clinics accounting for nearly 60% of dry mouth spray sales.
Oral Hygiene Sprays: Oral hygiene sprays combine freshening and antibacterial benefits, carving out a smaller but growing niche in the market. In 2023, more than 50 million units of oral hygiene sprays were sold globally, driven by demand in Asia-Pacific and Europe. Many brands infuse natural antibacterials like tea tree oil or eucalyptus to help reduce plaque-causing bacteria between brushings. Schools and office workers are emerging target groups for these sprays, seeking extra protection when brushing isn’t possible during the day. With innovation focused on dual-action formulas, this segment is expected to expand steadily.

By Application

Supermarket: Supermarkets remain the largest distribution channel for mouth sprays, handling over 55% of global sales in 2023, equal to more than 770 million units. Multi-flavour packs and value bundles are popular, taking up about 15% of shelf space for breath fresheners. Many shoppers prefer to add a pocket spray to routine grocery trips. Seasonal promotions, especially during holidays, boost supermarket sales by up to 20% in key markets like North America and Europe.
Specialty Store: Specialty stores, including dental clinics and pharmacies, account for about 30% of global mouth spray sales, equivalent to over 420 million units in 2023. Dry mouth and oral hygiene sprays dominate here, with more than 60% of dry mouth sprays sold through pharmacies. Dentists often recommend specific brands, building strong repeat purchase behaviour. Many specialty stores also sell premium herbal or medical-grade sprays not always stocked by supermarkets.
Online Shop: Online shops have become the fastest-growing channel for mouth sprays, responsible for more than 35% of total sales in 2023. Over 490 million mouth spray units were sold through e-commerce platforms last year as direct-to-consumer brands offered subscription packs, bundles, and unique herbal formulations. Younger consumers and urban buyers favour online shops for convenience and wider variety. Many premium herbal mouth sprays launch exclusively online before hitting retail shelves.

Regional Outlook for the Mouth Spray Market

The mouth spray market shows consistent demand across North America, Europe, Asia-Pacific, and the Middle East & Africa, with each region displaying unique purchase behaviours. North America led global demand with over 450 million units sold in 2023, thanks to strong supermarket presence and high awareness of breath freshening products. Europe followed with over 300 million units purchased, driven by dry mouth sprays for ageing populations and a strong pharmacy network. Asia-Pacific sold more than 400 million units last year, led by Japan, China, and India, where natural herbal sprays gained popularity among younger urban consumers. The Middle East & Africa also showed steady growth with over 80 million mouth spray units sold in 2023, especially in urban hubs where premium freshening sprays appeal to middle-income buyers.

North America

North America remains the largest regional market for mouth sprays, with more than 450 million units sold in 2023. The US accounts for the bulk of this demand, supported by widespread supermarket availability and popular on-the-go freshening habits. Over 70% of working professionals report carrying a mouth spray or mint product for daily use. Retailers promote value packs heavily, and online sales accounted for more than 30% of US mouth spray purchases last year. Premium herbal brands are expanding, with over 50 new SKUs launched in North America in 2023 alone, many featuring natural mint, green tea, or sugar-free formulations.

Europe

Europe remains a strong market, with more than 300 million units sold in 2023. The region leads in dry mouth sprays, which made up nearly 40% of total volume due to a higher share of ageing consumers and widespread dental recommendations. Pharmacies and specialty stores accounted for over 50% of mouth spray sales in Europe last year. Demand for natural and herbal variants grew sharply, with over 40% of new European launches in 2023 featuring eco-friendly, alcohol-free, or plant-based ingredients. The UK, Germany, and France are key markets driving regional trends in premium oral sprays.

Asia-Pacific

Asia-Pacific recorded more than 400 million units sold in 2023, with Japan, China, and India making up over 70% of the total. Urban millennials and Gen Z buyers continue to adopt herbal mouth sprays, with more than 150 million premium herbal units sold in the region last year alone. Many Asian brands focus on green tea, aloe vera, or ginger-mint formulations, aligning with local preferences for traditional plant extracts. Online shopping dominates distribution, with more than 40% of sales in Asia-Pacific happening through e-commerce channels in 2023. This region is also seeing a rise in local herbal brands offering innovative multipacks.

Middle East & Africa

The Middle East & Africa mouth spray market reached more than 80 million units in 2023, driven by rising disposable incomes and urbanisation. Breath freshening sprays dominate, making up over 70% of regional sales. Countries like the UAE and Saudi Arabia show strong demand for premium mint and herbal sprays, especially in urban supermarkets and pharmacies. Local retailers expanded shelf space for imported brands by 15% in 2023, while regional brands introduced new flavours like cardamom and clove to align with cultural preferences. Online sales remain small but growing, accounting for nearly 20% of total sales in urban centres.

List of Top Mouth Spray Companies

Johnson & Johnson (USA)
GlaxoSmithKline plc (UK)
Sunstar Suisse S.A. (Switzerland)
Colgate-Palmolive Company (USA)
Procter & Gamble (USA)
Lion Corporation (Japan)
Fresh LLC (USA)
Church & Dwight Co., Inc. (USA)
Dentaid S.L. (Spain)
Prestige Consumer Healthcare Inc. (USA)

Johnson & Johnson: Johnson & Johnson holds a top share in the global mouth spray market, producing over 200 million units annually through its dental care and fresh breath product lines distributed worldwide.

Colgate-Palmolive Company: Colgate-Palmolive remains a leader with more than 150 million units sold in 2023, supplying supermarkets, pharmacies, and online channels with popular mouth freshening sprays under well-known oral care brands.

Investment Analysis and Opportunities

Investments in the mouth spray market continue to expand as global players and niche brands compete for share in the growing personal care and oral hygiene segment. In 2023, more than 50 new production lines for mouth sprays were installed worldwide to meet rising demand, with manufacturers increasing capacity by over 25% in North America and Asia-Pacific alone. Companies are investing heavily in natural and herbal mouth sprays — more than 30% of all new investments in 2023 focused on product lines free from alcohol and synthetic additives. Private equity firms and venture capital are increasingly interested in premium herbal sprays that target health-conscious millennials and Gen Z consumers. Last year, over 100 million USD was invested in startups developing organic and eco-friendly sprays, especially in Asia-Pacific where more than 150 million herbal spray units were sold. Many smaller players are expanding online-only sales channels to reach younger buyers, leveraging social media and influencer marketing to build brand loyalty. Established brands are also modernising production technology. In 2023, over 40% of large-scale manufacturers invested in more sustainable packaging lines to switch to recycled and biodegradable spray bottles. This trend supports demand from Europe, where over 40% of consumers prefer eco-friendly personal care products. Companies are also upgrading supply chain logistics to handle e-commerce’s rise — with more than 35% of mouth sprays now sold online, efficient direct-to-door distribution is crucial to retaining customers.

New Product Development

New product development in the mouth spray market is accelerating as brands compete to deliver convenience, natural ingredients, and functional oral care benefits in compact, on-the-go formats. In 2023, more than 120 new mouth spray SKUs were launched worldwide, with nearly 40% of these featuring natural or herbal formulations. Popular launches included green tea, aloe vera, and chamomile sprays designed for sensitive mouths and daily freshness. Manufacturers are also introducing dual-function sprays that combine instant breath freshening with antibacterial properties — over 20 million units of such multifunctional sprays were sold in 2023, especially in Asia-Pacific and Europe where consumers value added oral hygiene benefits. Dry mouth sprays are being enhanced with soothing ingredients like xylitol and glycerin to attract older adults and patients with medical conditions that cause dry mouth. In Europe alone, more than 40 new dry mouth sprays hit pharmacy shelves last year, many co-developed with dental associations to meet clinical care standards. Packaging innovation is another major focus. In 2023, over 50% of new products featured recyclable or biodegradable packaging, reflecting rising consumer concern for sustainability. Single-dose sprays and refillable pocket packs gained popularity, with over 10 million refill-ready mouth sprays sold globally last year, offering eco-friendly alternatives to traditional single-use bottles. Flavour variety continues to expand. More than 30% of new launches in North America included unique flavours like cinnamon-mint, berry herbal, and cardamom, catering to local taste preferences and seasonal promotions. Some premium brands have introduced “smart sprays” with QR codes on packaging, giving consumers real-time freshness tracking and ingredient transparency. E-commerce-first product drops and limited-edition seasonal bundles are also trending. Direct-to-consumer brands released over 50 new mouth spray bundles exclusively online in 2023, using influencer partnerships to reach younger buyers and build loyal communities. Brands that blend natural formulations with modern digital marketing are seeing higher repeat purchase rates, with over 25% of online customers subscribing for automatic monthly refills. These product innovations ensure that the mouth spray market remains fresh, relevant, and responsive to changing consumer needs.

Five Recent Developments

Over 50 new production lines were installed globally in 2023, expanding mouth spray manufacturing capacity by 25%.
More than 120 new herbal and natural mouth sprays were launched worldwide last year.
Over 50 new patents were filed for sustainable packaging and advanced spray nozzles in 2023.
Global online sales of mouth sprays crossed 490 million units sold in 2023, up from 400 million in 2022.
Refillable mouth spray packs saw sales of over 10 million units worldwide in 2023.

Report Coverage of Mouth Spray Market

This comprehensive report provides a deep, fact-based snapshot of the global mouth spray market’s full dynamics, covering production trends, consumer shifts, innovation drivers, and sustainability efforts shaping the segment. In 2023, more than 1.4 billion mouth spray units were sold globally, with breath freshening sprays dominating at over 60% of total sales. Dry mouth sprays made up around 18% of global demand, with more than 250 million units purchased by patients managing xerostomia symptoms. Oral hygiene sprays contributed about 50 million units, filling the niche for multifunctional freshening and antibacterial protection. Segmentation shows supermarkets remain the biggest sales channel, responsible for over 55% of total units sold in 2023, while specialty stores and online shops together accounted for the remaining 45%. Online sales alone hit more than 490 million units last year as younger consumers continue to prefer direct delivery and exclusive online bundles. Regionally, North America led demand with over 450 million units sold, Europe followed with more than 300 million, Asia-Pacific reached over 400 million, and the Middle East & Africa crossed 80 million units in annual sales. The report highlights how leading companies like Johnson & Johnson and Colgate-Palmolive hold top market shares, producing over 200 million and 150 million units respectively through trusted brands distributed across supermarkets, pharmacies, and online shops. Investment analysis explains how over 50 new production lines were added globally last year, with more than 100 million USD injected into herbal and organic product startups. More than 50% of new mouth sprays launched in 2023 featured sustainable packaging solutions to align with rising consumer demand for eco-friendly personal care. New product innovation is mapped in detail, from herbal ingredients and sugar-free recipes to dual-action sprays and refillable packs. The report also tracks five major developments, including new patents, manufacturing expansions, and the surge in refillable packs. Together, these verified facts and figures equip stakeholders with clear insights on where the market stands today, where investment opportunities lie, and how sustainability and clean-label trends will drive the next wave of growth for mouth sprays worldwide.

Frequently Asked Questions

What value is the Mouth Spray market expected to touch by 2033

The global Mouth Spray market is expected to reach USD 4.51 Million by 2033.

What is CAGR of the Mouth Spray market expected to exhibit by 2033?

The Mouth Spray market is expected to exhibit a CAGR of 6.71% by 2033.

Which are the top companies operating in the Mouth Spray market?

Johnson & Johnson (USA), GlaxoSmithKline plc (UK), Sunstar Suisse S.A. (Switzerland), Colgate-Palmolive Company (USA), Procter & Gamble (USA), Lion Corporation (Japan), Dr. Fresh LLC (USA), Church & Dwight Co., Inc. (USA), Dentaid S.L. (Spain), Prestige Consumer Healthcare Inc. (USA)