India Oral Care Market Outlook, 2027

India oral care market has shown tremendous growth in the last few years. The market was mainly driven by change in lifestyle of Indian consumers, demand for premium products, rising disposable incomes and awareness regarding hygiene and sanitation. Rise in awareness of oral hygiene has created a huge demand for premium and innovative products in metros and urban cities. Penetration level of oral care products in urban area is high as compare to that of rural area. Low penetration level in rural area poses latent opportunity for global as well as domestic players to grow the presence of their oral care products in India. As a result, players are now focusing more into rural cities and villages to increase the penetration as well as their product sales. Rural Indian consumers have started shifting to toothpaste & toothbrushes from toothpowder. Premium products like mouthwash have gained popularity among rich and upper middle class consumers. Although the market is growing at a fast pace, per capita consumption of oral care products in India is very low as compared to countries like U.S, China etc.

According to title "India Oral Care Market Outlook, 2027" published by Bonafide Research the overall market is expected to grow with more than 10.5% by end of the forecasted period of 2027. The oral care market is categorized into five major categories viz. toothpaste, toothbrush, toothpowder, mouthwash and others. Toothpaste dominates the space with more than 60% of the market share as it is a primary product for Indians in their daily oral hygiene care and has huge presence in urban as well as rural India. Toothpaste market is further segmented into two product types' - regular whites and gel. With regards to the benefits, toothpaste is also segmented into Standard/ General, Herbal/ Naturals, Sensitivity and Beauty & Whitening. Among all, demand for herbal toothpaste is increasing in the country and currently is a hot favourite trend among consumers as well as companies, who are trying to launch as many herbal variants as possible. Toothbrushes are the second largest category in the oral care market. They have two product types, one is manual and the other is electric & battery powered. Manual toothbrushes have huge potential in Indian oral care market whereas electric toothbrush is a niche product type with limited number of rich people experimenting with it. However, growing technological advancements across the country is propelling the demands for electric toothbrush and is anticipated to grow with the highest CAGR, which is more than 24%.

Toothpowder category is at a declining stage due to changing consumer taste and preferences. Before some years, toothpowder had huge presence in rural India but now even they are shifting towards toothpaste. However, Zoic Cosmetics has introduced its new product ‘Charcoal toothpowder in India, which is gaining lot of traction nowadays. On the other hand, mouthwash falls under premium category and comes as a secondary product for oral hygiene. Consumers are bending towards mouthwash products for better oral hygiene. Others products like tongue cleaners and dental floss are expanding gradually in the Indian market.

Many global players like Colgate Palmolive India, Hindustan Unilever, Gillette India Limited (P&G), GSK Consumer Healthcare and Johnson & Johnson have strong presence in India. Dabur India and Patanjali Ayurved are the only two strong domestic players in the market. On the other hand, while Colgate remains the leader in the toothpaste market of India, the brand has been hard hit by the actions of its rivals, notably, Patanjali, a brand that has scaled dizzying heights in a remarkably short span of time and has drawn consumers as well as investor attention. Patanjali has grabbed a considerable market share in the matter of a year in toothpastes putting pressure on market leader Colgate. Secondly, the shift towards herbal products in oral care is a clear trend, which has caught Colgate off-guard.

Patanjali posted Rs 5000 crore revenue in 2015-16, out of which Rs 450 crore came from Dant Kanti alone. As per the latest figures available, Dant Kanti has generated revenues of Rs. 940 crore in FY 2016-17. With Rs. 10,000 crore revenue in financial year 2016-17 Ramdev’s Patanjali group has become the third largest FMCG player in India which has conveniently surpassed other major competitive firms like Nestlé India, Godrej Consumer and Dabur India. The company's toothpaste brand Dant Kanti has squeezed the oral care industry, dominated by big players like Colgate-Palmolive (India), Hindustan Unilever (HUL) and Dabur India. Dant Kanti has emerged as the fastest growing brand, although on a small base, gaining considerable market share in the last two years.

Key Category
• Toothpaste
• Toothbrush
• Toothpowder
• Mouthwash
• Others (Tongue cleaners & Dental Floss)

“India Oral Care Market Outlook, 2022” discusses the following aspects of oral care products in India:
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 The report gives an in-depth understanding of oral care market in India:
- Global Oral Care Market Outlook
- India Oral Care Market Outlook
- India Oral Care Market Size By Value & Forecast
- India Oral Care Market Segmental Analysis: By Company, By Category
- India Toothpaste Market Size By Value & Forecast
- India Regular White Toothpaste Market Size By Value & Forecast
- India Gel Toothpaste Market Size By Value & Forecast
- India Standard/ General Toothpaste Market Size By Value & Forecast
- India Sensitive Toothpaste Market Size By Value & Forecast
- India Herbal Toothpaste Market Size By Value & Forecast
- India Beauty & Whitening Toothpaste Market Size By Value & Forecast
- India Toothpaste Market Segmental Analysis: By Company, By Brand, By Product type, By Benefit/ Segment
- India Toothbrush Market Size By Value & Forecast
- India Toothbrush Market Segmental Analysis: By Company, By Product Type
- India Toothpowder Market Size By Value & Forecast
- India Toothpowder Market Segmental Analysis: By Brand
- India Mouthwash Market Size By Value & Forecast
- India Mouthwash Market Segmental Analysis: By Brand
- Product Variant Analysis
- The key vendors in this market space
- Competitive Landscape & Strategic Recommendations

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report Methodology
The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of oral care products in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.

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