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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, 2022" India oral care market has huge potential of growth due to increased penetration of oral care products such as toothpaste, toothbrushes etc. 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. 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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