Oral Care in India

PROSPECTS

New entrants spur competition within the natural and herbal toothpaste segment

Heightened demand for traditional and Ayurvedic ingredients including clove, tulsi and aloe vera, amongst others has complemented the growth in sales of natural and herbal toothpaste. Patanjali’s entry with its Dant Kanti brand was well received amongst consumers, causing companies such as Colgate-Palmolive to venture into this category.

Focus on premiumisation to spur urban spending on oral care

Well-established companies are using different strategies for consumers in urban and rural areas. To incentivise consumers to trade up in metro cities, companies launched premium toothpaste and toothbrushes in addition to premium packaging to stand out from their competitors.

Manufacturer-driven consumer awareness initiatives to drive rural penetration

The penetration of toothbrush and toothpaste remains low in rural areas of India due to low oral hygiene standards. Companies are focussing resources towards enhancing consumer awareness in these areas to help shift away from non-dentifrice products.

COMPETITIVE LANDSCAPE

Colgate-Palmolive India continues to dominate oral care

Colgate-Palmolive India remains the leader in the category due to its strong brand recognition. As per Economic Times Brand Equity, the company retained its top position as the most trusted brand for the seventh consecutive year.

Competition intensifies amongst companies in toothpaste

Patanjali’s Dant Kanti toothpaste, targeting the natural and herbal segment, saw robust value sales growth after its launch. High demand for this toothpaste caused well-established companies such as Colgate-Palmolive, Hindustan Unilever and Dabur India to lose value share during the review period.

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