“Global mouth-wash market surges on rising oral-health awareness, growing demand for therapeutic and natural formulations, and rapid expansion of online retail channels.”
Consumer Goods & Services
Urban consumers in India moving towards premium products like mouthwash, whitening and sensitive toothpastes with changing hygiene habits: Bonafide Research
Change in life style of Indian consumer with growing disposable income has increase spending on premium oral care products. Increasing consumer awareness with regard for better oral hygiene has demonstrating greater demand for premium oral care products and mouthwash. Brushing up of oral care products into premium category by packaging, Pricing, Innovation and distribution network etc are driving the various oral care products in India." India oral care market is distinguished into toothpaste, toothbrush, toothpowder, mouthwash and others (tongue cleaner & Dental floss) category. Major share is capture by toothpaste segment in oral care market followed by toothbrush. Demand of these two products is high in urban and rural India. New emerging market of electric toothbrush has high opportunities in urban area. Major companies have started focusing in this segment. Toothpowder market is losing ground in India as consumers are shifting from toothpowder to toothpaste. Rural India is still using toothpowder for oral hygiene which help toothpowder segment to survive in oral care market. Mouthwash market has huge potential in upcoming years as consumption of mouthwash in urban area is increased. High and mid-class population start preferring this new category for better oral hygiene. Others products (Tongue cleaner & Dental Floss) is growing in oral care market. Tongue Cleaner is widely used products in India. Dental floss is gradually gaining ground in oral care market. Herbal base products are getting most popular in last couple of year due to Patanjali Ayurveda Strong promotion technique. Herbal based products are first preference of Consumers. India oral Care market still has wide range of opportunity for players as low in per capita consumption and Penetration level in rural India.
According to recently published report of Bonafide Research "India Oral Care Market Outlook, 2028" India oral care market is anticipated to grow at more than 10.46% CAGR from 2023 to 2028. The Growth of Industry is driven by rising disposable income, change in life style, Innovation in the market and introduction of new category in toothpaste, toothbrush, and mouthwash categories. Increasing awareness of oral hygiene has created huge platform to grow oral care products. Toothpaste is leading segment followed by toothbrush in oral care. High penetration in level in urban areas, strong brand equity & innovation pipeline, Premiumisation of toothpaste & tooth brush has grown up the market share of toothpaste & toothbrushes in India oral care market. This segment is lead by Colgate & Palmolive India followed by Hindustan Unilever. Toothpowder Market is decline from last few years as consumers start shifting from toothpowder to toothpaste. Change in life style and Increase in disposable incomes are such reason for shifting towards toothpaste & toothbrushes. This segment is lead by Colgate & Palmolive India followed by Dabur India.
A notable trend reshaping the industry is the surge in demand for herbal and natural oral care products. Indian consumers are gravitating towards products infused with traditional ingredients like neem, clove, babool, and charcoal, which are perceived as safer and more effective alternatives to synthetic formulations. Brands such as Patanjali, Dabur, and Himalaya have leveraged this trend to gain market share, while even conventional players like Colgate and Pepsodent are expanding their herbal lines to stay competitive. The preference for natural and Ayurvedic ingredients also aligns with the broader wellness movement that is influencing purchase decisions across the FMCG sector. Consumer habits are also evolving, with increasing frequency of brushing and awareness about dental care routines beyond just toothpaste usage. This shift has created opportunities for premiumization and product innovation, especially in urban areas where consumers are seeking advanced solutions such as whitening kits, anti-sensitivity pastes, and alcohol-free mouthwashes. Digital platforms and e-commerce are further accelerating market access, particularly among younger demographics who are comfortable discovering and purchasing oral care products online. Government initiatives such as the National Oral Health Programme and school-based dental hygiene campaigns are also playing a pivotal role in raising awareness, particularly in underserved communities. These efforts, combined with strategic brand investments in education and outreach, are expected to further drive market penetration.
Mouthwash category is getting popular from last few years and consistently growing in forecasted period. High & mid-class population is bending towards this innovative product for better oral hygiene. This segment is lead by Johnson & Johnson with its Listerine brand followed by Colgate & Palmolive India. Top Players in India Oral care Market is growing with strong equity & Innovation pipeline, Focus on Premiumisation Products, wide distribution network provides strong growth visibility. In upcoming years, the growth potential of the industry remains Positive of oral care products. Increasing disposable income, growth of lower and upper middle class, rising oral awareness, convenient oral care products, growing distribution network increasing toothpaste penetration, development in oral care segments and others are some of the factors expected to drive the industry's growth. Major Companies operates in Oral care market are Colgate & Palmolive India, Hindustan Unilever, Dabur India Limited, GSK Consumer, Johnson & Johnson, P&G, Patanjali Ayurveda, Himalaya, Vicco Laboratories, Anchor Health & Beauty Care Pvt Limited.
According to recently published report of Bonafide Research "India Oral Care Market Outlook, 2028" India oral care market is anticipated to grow at more than 10.46% CAGR from 2023 to 2028. The Growth of Industry is driven by rising disposable income, change in life style, Innovation in the market and introduction of new category in toothpaste, toothbrush, and mouthwash categories. Increasing awareness of oral hygiene has created huge platform to grow oral care products. Toothpaste is leading segment followed by toothbrush in oral care. High penetration in level in urban areas, strong brand equity & innovation pipeline, Premiumisation of toothpaste & tooth brush has grown up the market share of toothpaste & toothbrushes in India oral care market. This segment is lead by Colgate & Palmolive India followed by Hindustan Unilever. Toothpowder Market is decline from last few years as consumers start shifting from toothpowder to toothpaste. Change in life style and Increase in disposable incomes are such reason for shifting towards toothpaste & toothbrushes. This segment is lead by Colgate & Palmolive India followed by Dabur India.
A notable trend reshaping the industry is the surge in demand for herbal and natural oral care products. Indian consumers are gravitating towards products infused with traditional ingredients like neem, clove, babool, and charcoal, which are perceived as safer and more effective alternatives to synthetic formulations. Brands such as Patanjali, Dabur, and Himalaya have leveraged this trend to gain market share, while even conventional players like Colgate and Pepsodent are expanding their herbal lines to stay competitive. The preference for natural and Ayurvedic ingredients also aligns with the broader wellness movement that is influencing purchase decisions across the FMCG sector. Consumer habits are also evolving, with increasing frequency of brushing and awareness about dental care routines beyond just toothpaste usage. This shift has created opportunities for premiumization and product innovation, especially in urban areas where consumers are seeking advanced solutions such as whitening kits, anti-sensitivity pastes, and alcohol-free mouthwashes. Digital platforms and e-commerce are further accelerating market access, particularly among younger demographics who are comfortable discovering and purchasing oral care products online. Government initiatives such as the National Oral Health Programme and school-based dental hygiene campaigns are also playing a pivotal role in raising awareness, particularly in underserved communities. These efforts, combined with strategic brand investments in education and outreach, are expected to further drive market penetration.
Mouthwash category is getting popular from last few years and consistently growing in forecasted period. High & mid-class population is bending towards this innovative product for better oral hygiene. This segment is lead by Johnson & Johnson with its Listerine brand followed by Colgate & Palmolive India. Top Players in India Oral care Market is growing with strong equity & Innovation pipeline, Focus on Premiumisation Products, wide distribution network provides strong growth visibility. In upcoming years, the growth potential of the industry remains Positive of oral care products. Increasing disposable income, growth of lower and upper middle class, rising oral awareness, convenient oral care products, growing distribution network increasing toothpaste penetration, development in oral care segments and others are some of the factors expected to drive the industry's growth. Major Companies operates in Oral care market are Colgate & Palmolive India, Hindustan Unilever, Dabur India Limited, GSK Consumer, Johnson & Johnson, P&G, Patanjali Ayurveda, Himalaya, Vicco Laboratories, Anchor Health & Beauty Care Pvt Limited.
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