Halitosis or bad breath according to a National Center for Biotechnology Information (NCBI), affect half of the population in the U.S. and between 50% and 60% of the population in France. Although it occurs due to number of causes, oral hygiene is a major factor. Respiratory system problems, hepatic disease, gastrointestinal disease, hematological or endocrine system disorders, and metabolic conditions can also the cause halitosis.

Other potential factors that contribute to halitosis are endodontic, surgical, and pathologic factors such as exposed tooth pulps and non-vital tooth with fistula draining into the mouth, oral cancer, oral cavity pathologies, and ulcerations, extractions/healing wounds or prosthetics. All these factors cause food or plaque retention area, decay of amino acids, raising bacterial amount, tissue breakdown, and decreasing of saliva flow. These conditions result in the release of volatile compounds causing halitosis.

Treatment for bad breath can vary depending on the cause. For instance, halitosis caused due to a buildup of bacteria (plaque) on teeth can be treated with mouth rinse that kills the bacteria. Furthermore, halitosis caused due to gum diseases can be treated with tooth cleaning procedures.

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Manufacturers in halitosis treatment market are focused on development and approval of new products and strategic collaborations with other industry players to gain significant market share. For instance, in 2017, Listerine, a leading market player in halitosis treatment market launched a new Green Tea variant that combines essential oils and green tea extract with fluoride.

Increasing consumption of tobacco and alcohol, medical condition such as tonsils and inflammation of nose, throat or sinuses and metabolic diseases are the major factors driving the halitosis treatment market growth. According to the National Center for Biotechnology Information (NCBI) 2013 study, halitosis is very common and affects around 50% of the general population around the world.

Although halitosis has multifactorial origins, around 90% cases occur due to oral cavity such as poor oral hygiene, tongue coat, periodontal disease, unclean dentures, food impaction, oral carcinomas, faulty restorations, and throat infections. Treatment of halitosis is very important, as it can cause serious conditions such as stress. According to the Bad Breath Institute 2018 study, people with halitosis are 60% more likely to suffer from stress, while 57% of bad breath sufferers report feelings of depression due to their condition. However, lack of awareness among the under developed regions can confine the halitosis treatment market growth.

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Key players operating in the global halitosis treatment market include Abbott Laboratories, AstraZeneca Plc., Colgate-Palmolive Company, Dr. Harold Katz, Listerine, and Rowpar Pharmaceuticals.