Oral Care in India

PROSPECTS

Natural and herbal products set to dominate in the future

Oral care in India has witnessed the launch of brands containing natural and herbal ingredients, especially within toothpaste. Growing consumer awareness of the adverse effects of fluoride, which is the main ingredient in toothpaste, led many consumers to switch to herbal and natural products.

Consumer awareness set to drive revenues

Oral care in India is still in the growth phase, with the potential for a strong increase. The lack of oral hygiene, especially in second-tier cities and small towns, has encouraged companies to allocate resources to increasing consumer awareness in these areas.

Niche demand for mouthwash and dental floss to continue

Although the penetration of oral care products such as toothpaste and toothbrushes is rising, sales of mouthwashes/dental rinses and dental floss are still low in the country, with consumption mainly in metropolitan cities. Companies such as The Himalaya Drug Co and Colgate-Palmolive India focused on innovative product launches by introducing dental rinses and mouthwashes that target different oral problems, such as surface stains, weak gums and teeth and bad breath.

COMPETITIVE LANDSCAPE

Colgate-Palmolive India continues to lead oral care

Colgate-Palmolive India maintained its strong lead in oral care in value terms in 2017. The higher penetration of Patanjali Ayurved’s Dant Kanti brand and Dabur India’s ayurvedic gel toothpaste led Colgate-Palmolive India to lose value share during the review period.

Patanjali Ayurved overtakes Dabur India in toothpaste

Patanjali Ayurved moved up to take third place in toothpaste in 2017, overtaking Dabur India. Dabur India focused its resources on increasing consumer awareness of its herbal and natural oral care products through robust advertising, campaigns and oral health camps, especially in rural areas.

Launches of value-added products

With purchasing capacity rising and per capita consumption of toothpaste increasing, companies such as Colgate-Palmolive India and Dabur India launched innovative value-added products. These included Colgate Cibaca Vedshakti, Colgate Sensitive Clove and Dabur Red Paste, which tapped into the rising demand for herbal and natural toothpaste.

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