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In the FMCG industry, oral hygiene is one of the most fastest-growing and competitive sections. This scenario has changed since its origin. It has evolved from a static state to a dynamic one. The oral hygiene industry has developed into a more competitive state, becoming more organised and advanced.
Previously, the Indian oral care market consisted of only the manufacture of primary oral care goods, such as toothpastes and toothbrushes. Thus, they only held a minor share of the whole FMCG sector. Over the years, the Indian oral care market has changed dramatically due to favourable demand and supply, as well as supportive government regulations.
Toothpaste Industry in India
The toothpaste category currently dominates the Indian oral care market, followed by toothbrushes, including both manual and electric ones. Due to shifting consumer preferences, toothpowder sales have decreased.
In India, advanced oral care products, such as including mouthwashes, dental floss, and teeth-whitening products, are still in their infancy. They cater mainly to urban consumers. The largest market participants are Colgate-Palmolive , Johnson & Johnson , and Unilever PLC, with convenience stores dominating the other distribution channels.
Major Players in the Toothpaste Industry in India
Colgate
Colgate is the most well-known oral care brand in India. They are dedicated to conducting business with honesty and respect for all individuals. Colgate provides high-quality oral care products such as toothpaste, toothbrushes, and mouthwashes. Their experts also give dental health advice. This vegan toothpaste is also sugar-free and gluten-free.
Red Paste by Dabur
It protects against cavities, gingivitis, plaque, toothache, poor breath, yellow teeth, and weak teeth and gums, as well as other dental issues. In comparison to other ordinary toothpaste, it also gives a 35% improvement in the oral care hygiene index.
Sparkling White Toothpaste from Himalaya Herbals
Himalaya’s sparkling white toothpaste is an amazing herbal solution. It is based on plant enzyme technology which removes your teeth’s surface stains. It is made from the enzymes papain and bromelain, which exist in papaya and pineapple. These enzymes help whiten teeth without harming them.
Everfresh + Anti-Germ Gel Toothpaste in Closeup
The Closeup Everfresh + Gel Toothpaste is now available in the Triple Fresh Formula. This toothpaste combines the power of three components to keep your mouth clean, protected, and fresh: mouthwash, purifying gel, and natural extracts of tea tree and eucalyptus. It has an aggressive zinc mouthwash solution that kills up to 99% of bacteria.
Hindustan Lever Limited
Close Up by Hindustan Lever Limited is the other leading toothpaste brand in India. This company is credited with being the first to introduce toothpastes to India in 1975. Close Up is the brand name of the first gel toothpaste in India. Since then, the brand has been reintroduced several times, and it is available in a variety of flavours. The company has also launched ten bundles in an attempt to reach into the rural market.
Top Facts About the Toothpaste Industry in India
The Indian oral care market grew at a positive compound annual growth rate (CAGR) of 7.09% from 2015 to 2020. Thus, they reached a sales value of INR 1,06,874.95 million in 2020. This is a 5.98% increase from 2019.
Colgate Palmolive India Limited (CPIL) is the market leader in terms of value at 48.3% as of March 2020. HUL is in second place with 16%. Dabur is catching up to HUL with a 13.4% market share in the Indian oral care market. Further, Patanjali now has a 9.2% share of the toothpaste market in India, compared to GSK’s 7.9%.
The rise in the number of children with dental disorders is expected to have a substantial impact on market growth. According to the World Health Organization (WHO), almost 530 million children globally had dental caries on their primary teeth as of March 2020. Furthermore, the demand for toothpaste grows as the world’s older population grows. This is because this population of society is more vulnerable to gum disease, tooth decay, tooth cavity, and other dental problems.
