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Toothpaste is a paste or gel applied to teeth with a toothbrush to clean and maintain their appearance and health. It helps remove dental plaque and food from the teeth, manage bad breath and distribute active fluorides to help prevent tooth decay and gum disease (gingivitis).
History
The first use of toothpaste in India may be traced back to 1975 when the toothpaste industry produced 1200 tonnes of toothpaste. Oral hygiene was the domain of local home produced powders and ayurvedic practitioners before the introduction of toothpaste. With Colgate’s debut into the Indian market, there has been a greater awareness of the need for oral hygiene. In recent years, the industry has grown at an outstanding pace of 18.6%.
Overview of the Toothpaste Industry in India
The Gel Segment has accounted for the majority of the growth in the Urban market. Colgate still owns a significant portion of the Market. Colgate Palmolive and Hindustan Lever Limited are the two leading participants in the toothpaste industry, with other minor businesses such as Balsara Hygiene, Dabur, and others.
Colgate Dental Cream now has a 52 % market share. CloseUp from HLL is far behind, with only 23% of the market share. Colgate Gel is the market’s third-largest player in terms of market share, with 10.5 % of the market. Other brands such as Pepsodent, Babool, Sensoform, Forhans, Cibaca, Neem, and others have a 14.5 % market share.
Top Players of the Toothpaste Industry in India
Colgate
Colgate is the most well-known oral care brand in India. They are dedicated to conducting their business with honesty and respect for all individuals. Colgate provides high-quality oral care products such as toothpaste, toothbrushes, and mouthwashes, as well as dental health advice from experts. This vegan toothpaste is also sugar-free and gluten-free. It is priced at 40 rupees per 100 grams.
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 oral care hygiene index. It costs 35 rupees per 100 grams.
Sparkling White Toothpaste from Himalaya Herbals
Himalaya’s sparkling white toothpaste is a ground-breaking herbal solution based on plant enzyme technology that helps remove stains from the surface of your teeth. It contains enzymes found in papaya and pineapple, i.e., papain and bromelain, respectively, that help whiten teeth without harming them. It costs 75 rupees per 100 grams.
Everfresh + Anti-Germ Gel Toothpaste in Closeup
Closeup Everfresh + Gel Toothpaste, now in Triple Fresh Formula, 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. It is 50 rupees per 100 grams in price.
Hindustan Lever Limited
CloseUp by Hindustan Lever Limited is the other leading toothpaste brand in India. This company is credited with being the first to introduce toothpaste to India in 1975. CloseUp is the brand name of the first gel toothpaste in India. Since then, the brand has been reintroduced several times and is available in a variety of flavours. The company has also launched ten bundles in an attempt to reach into the rural market.
Market Share of Companies (as per volume)
The Indian oral care market, which includes toothpaste, toothbrushes, tooth powder, mouthwash, and denture care, is worth 15,000 CR.
The toothpaste market is the most important, accounting for 70% of the oral care market. The toothpaste market is expected to be around 10,000-12,000 CR.
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 a distant 16%. Dabur is gaining up to HUL, with a market share of 13.4%. Patanjali now has a 9.2% share of the Indian toothpaste market, compared to GSK’s 7.9%.
Market Share of Companies (as per category)
Prior to Patanjali’s debut, the family category was the most popular in the toothpaste segment, accounting for 35% or more of the market. Patanjali, on the other hand, entered the market and completely transformed the category mix. The herbal or natural category now accounts for more than 35% of total revenue, up from less than 10% in FY15.
Patanjali and Dabur, on the other hand, have a larger share of the natural sector, with a combined market share of 75%. This category has been rising at a 30% compound annual growth rate. MNCs like CPIL and HUL were the only ones to lose market share to domestic players in this category. CPIL has released various items in this area under the Ved Shakti Portfolio to combat this.
HUL is leading the freshness segment with CloseUp. With the Colgate Max Fresh, CPIL attempted to compete, but HUL maintained its lead. GSK’s Sensodyne is the market leader in the sensitive area, followed by CPIL’s Colgate Sensitive.
Conclusion
The toothpaste market accounts for 70% of the oral care market. Colgate Palmolive India Limited is the market leader in terms of value, followed by HUL, Dabur, Patanjali and GSK. Patanjali and Dabur, on the other hand, have a larger share of the natural category of toothpaste. HUL is leading the freshness segment with CloseUp. GSK’s Sensodyne is the market leader in the sensitive area.
