Oral Health Care Products (Russian Market)

2024

The volume of the Russian dental powder market for the year reached ₽2,1 billion

The volume of the Russian dental powder market in 2024 amounted to ₽2,1 billion, demonstrating a stable growth trajectory. The share of imported powders decreased from 34% in 2020 to 10% in 2024, which means an increase in the share of domestic products from 66% to 90%. This is evidenced by the data of the analytical company "Business Profile," published in October 2025.

In 2023, there was an 8.1% increase in revenue, while the physical volume of sales increased by only 1%. This indicates a significant inflationary effect and price growth caused by the rise in the cost of raw materials, logistics and preparation for new regulatory requirements, including mandatory labeling. In monetary terms, in US dollars, the market grew from $43.2 million in 2021 to $52.1 million in 2025 with a forecast of reaching $80.9 million by 2033.

Tooth powder is a dry dentifrice based on fine abrasives (such as chalk or clay) and additives. It is used by applying to a wet toothbrush to effectively remove plaque and polish enamel.

According to analysts, several factors are the main drivers of market growth:

• trend for natural and organic products, where the segment of eco-powders grows by 15-20% per year;
• import substitution, which led to a reduction in the share of imports;
• government support through subsidies, concessional loans and compensation for logistics costs for exports;
• expanding online sales, which account for up to 30% of all sales by 2024;
• high dental morbidity when tooth decay is diagnosed in 63% of the adult population aged 35-44 years.

Key consumers are supporters of a healthy lifestyle, residents of remote regions due to affordability and owners of dentures. Medical and preventive products for the care of prostheses account for 33.8% of sales in pharmacies. Market leaders are both Russian brands Splat, R.O.C.S., Sun Corporation, Phytocosmetic, and premium imported brands Marvis, Parodontax.^[1]

The production of toothpastes and brushes in Russia for the year decreased by 4.3% to 309.8 million pieces

The production of oral and dental hygiene products in Russia in 2024 amounted to 309.8 million units, which is 4.3% lower than in 2023. The main share of production - about 46.2% - fell on the Northwestern Federal District, where the industry's leading enterprises are located, providing the production of toothpastes, brushes and oral care accessories. Despite a slight decrease in volumes, the market is showing stability and adaptation to changing economic and consumer conditions. This is evidenced by the data of the analytical company Alto Consulting Group, released in October 2025.

Between 2022 and 2024, there was an 18.0% increase in average prices for toothpaste producers - from ₽37,0 to ₽43,7 apiece. In July 2025, the average price was ₽43,5, showing an increase of 1.2% compared to the previous month. The retail market during the same period saw an increase in the average price to ₽182,7 per package, which is 0.4% higher than in June 2025.

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Фото: Freepik

The largest jump in value came in 2023, when the growth rate was 14.6%. This reflected both the change in cost and the active introduction of new production technologies. The rise in prices is due to the rise in prices for raw materials, packaging materials and aromatic additives, as well as an increase in the share of premium segments in the market.

The Russian market for oral and dental hygiene products is formed under the influence of a complex of economic, technological and behavioral factors. The industry remains highly socially important and continues to be one of the most stable categories of consumer goods. Among the key factors affecting production volumes are the change in consumer preferences towards higher-quality and functional care products, the increase in attention to product compositions and natural components, the expansion of the range from classic toothpastes to specialized products, the active development of Russian production aimed at reducing imports, investments in innovative bottling, packaging and aromatization lines.^[2]

2022: Russia replaces foreign toothpastes and imports decline

Toothpaste supplies to Russia from abroad in 2022 decreased by 8.1% compared to 2021 and amounted to 398.8 million pieces. Against this background, the Russian Federation has strengthened import substitution processes in the market, according to a study prepared by BusinesStat analysts. The report was released in May 2023.

The largest drop in imports in 2022 was noted in the following areas:

• China (by 41.2 million items);
• Britain (by 9.4 million units);
• Germany (by 4.9 million units);
• US (4.8 million units).

Russia replaces foreign toothpastes

The key reason for the decline in toothpaste imports to Russia from China is the reduction in supplies by foreign multinationals whose divisions operate in China. These corporations are not subordinate to Beijing, but receive direct instructions from their headquarters located in the countries that imposed the sanctions. For example, the Chinese divisions of the American companies Colgate-Palmolive and Procter & Gamble significantly reduced shipments to the Russian market over the year - by 6.0 and 3.9 thousand tons, respectively.

There were no direct sanctions on the supply of essential goods, which include toothpastes. However, some international companies have limited cooperation with Russian enterprises until the foreign policy situation normalizes.

Experts note that from December 15, 2022 Russia , there is a duty of 35% on the import of shampoos, toothpaste and shaving products from "unfriendly" countries, including the United States,,,, and Canada Britain. Australia New Zealand Poland This measure will lead to a rise in the cost of products from these countries by 30-40%, analysts warn. They added that domestic production in 2022 did not fully cover domestic demand - import substitution in this direction was restrained by increasing competition from cheap toothpastes from China.^[3]

2012: Import volume is 2.3 times more than domestic products

The volume of the Russian oral care market (excluding the commodity category of toothbrushes) in 2012 amounted to 29.53 billion rubles. in retail prices. It should be noted that imported products prevail in the domestic market. So, in 2012, the volume of goods imported into the country was 2.3 times higher than the volume produced in value terms (data from DISCOVERY Research Group).

The cost of produced oral health products in Russia in 2012 amounted to 277.96 million units in physical terms. The leader in terms of output is the North-West Federal District, whose share in the first half of 2013 was 34%. A slightly smaller volume of production falls on the Ural Federal District - 27.2%, where the production facilities of the Kalina concern are located.

In 2012, the volume of imports of oral hygiene products into the country amounted to 2.38 billion rubles, which is 31.4% higher than in 2011. For 6 months of 2013, the total cost of imported goods is estimated at 1.34 billion rubles. However, export rates are quite low. In 2012, the volume of exports in value terms was 9.3 times less than the import indicator.

The Russian oral care market has a high growth potential, as the importance of personal hygiene in modern society increases. First of all, the development of the market will occur due to an increase in the variety of product categories, as well as by stimulating an increase in the frequency of consumption of products. The most promising is the direction of professional care of the oral cavity.

In general, experts divide the toothpaste market into four price categories: economical (up to 50 rubles), average price category (from 50 to 150 rubles), premium class (from 150 to 300 rubles) and sub-premium class (over 300 rubles). At the same time, domestic manufacturers and inexpensive lines of mass brands (for example, Colgate) are represented in the economical category. The middle price category includes the main lines of large brands Colgate, Blend-A-Med and others. The premium segment is made up of professional series of oral health care products, in particular brands such as Splat, R.O.C.S. and Lacalut.

The domestic oral health products market is highly competitive. The share of 3 multinational corporations - market leaders (Colgate-Palmolive, Procter & Gamble and Unilever) accounts for 54% from the volume of the oral health care market in value terms. At the same time, the most popular brands during 2011-2013. the brands Colgate and Blend-A-Med remain.

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