Convenience Stores Leading Distribution Channel in Indian Oral Hygiene Market


Key Topics Covered in the Report

  • Detailed profile of India’s Oral Hygiene market
  • Overall and category wise value and volume analysis of Oral Hygiene market in India
  • Consumer demographics, trends and behaviours
  • Top four consumer trends which will influence Oral Hygiene products consumption
  • Historic and forecast consumption in the India’s Oral Hygiene Market
  • Competitive landscape of the India’s Oral Hygiene Market
  • Distribution channels & Packaging landscape of the India’s Oral Hygiene Market

Ken Research announced its latest publication on, “Consumer and Market Insights: Oral Hygiene in India”, offer insights on the changing trends and key issues within the Indian Oral Hygiene market. The publication includes an insightful analysis of consumer behavior, packaging trends, leading players and distribution trends within India’s Oral Hygiene market. The analysis of the aforementioned trends has been done across six product categories within the market: Breath Fresheners, Dental Floss, Denture Care, Mouthwashes, Toothbrushes & Replacement Heads and Toothpaste with further individual products segmentation under them.

Economic Environment of India

According to CSO and IMF, India has emerged as a fastest growing major economy in the world. As per Economic survey 2015-16, Indian economy is forecasted to grow at more than 7 per cent in 2016-17despite uncertain global market conditions. This extremely impressive economic performance can be ascribed to the combined impact of favourable government reforms, RBI’s inflation target with world commodity prices, which led India achieve highest global ranking in terms of consumer confidence in all the four quarters of 2015. India is expected to rank fifth in the global consumer market by 2025.

Looking at key economic snapshot of India, in 2016, India with 1.3 billion people has the second largest population in the world. With 1.7 trillion USD, India is the seventh largest economy as per nominal GDP and third largest as per PPP. The sector wise contribution to the GDP includes 65%, 18% and 17 % by services, industry and agriculture sector respectively. Consumption and investment has expanded although with a declining rate, with inflation falling for the last two years. After the launch of Make in India campaign, India has seen a 29 per cent surge in FDI, amounting to 279.64 billion USD (April 2000 to December 2015) value of cumulative FDI equity inflows with Mauritius being the leading investing country. Exports have also shown impressive increase with Indian Exports value standing at 21.07 billion USD.

Brief Overview of India’s Oral Hygiene Industry

Earlier, the oral hygiene market was confined to the production of mostly primary oral care products which were considered essential like toothpastes and toothbrushes and hence held a nominal share of the FMCG sector. However, over the time, the oral hygiene market in India has gone through tremendous change moving from a static to dynamic and traditional to more organised & advanced one, on account of encouraging demand side and supply side factors along with supporting govt. policies. Over the last five years, India’s oral hygiene market has grown with a CAGR of 11.4% and has become a significant FMCG sector in India.

India’s oral hygiene market has witnessed various developments in recent times. India is considered as country with potential opportunities for the operation and expansion of oral care business. Hence, international brands are increasingly entering the market making it more competitive. On account of rising disposable income, increased awareness about oral health and image-consciousness, consumers are demanding improved oral care products. Despite increased demand, the oral care market is still largely untapped both in terms of product and region, hence manufacturers are focusing on penetrating rural market and advance oral care product market along with innovation and launch of new products.

Currently, India’s oral hygiene market is dominated by the toothpaste category followed by toothbrush majorly including manual and electric toothbrushes. Toothpowder sales have declined due to changing consumer tastes. Advance oral care products such as mouthwashes, dental floss, teeth whitening products are at an early stage in India, catering mostly to urban consumers. Colgate-Palmolive is the leading brand and convenience store dominates the other distribution channels.

Major Players in India’s Oral Hygiene Market

India’s oral hygiene market is marked by the presence of many leading international and domestic brands of the oral care sector, which has set off fierce competition among market players. Some of the major market players: Apollo Pharmacy, Reliance Fresh, More, Big Bazaar, Health & Glow, Colgate-Palmolive Gmbh , Unilever Plc, Glaxosmithkline Plc, The Procter & Gamble Company, Johnson & Johnson Gmbh, The Himalaya Drug Company, Dabur India Ltd, Amway Corporation, ANCHOR Enterprise Pvt. Ltd. Maneesh Pharmaceuticals Ltd., Patanjali Ayurved Limited, Vicco Laboratories, Shree Baidyanath Ayurved Bhawan Pvt. Ltd, Dr. Fresh Inc. However, Colgate-Palmolive Gmbh, Johnson & Johnson Gmbh, and Unilever PLC have traditionally been the leading market players, capturing around 85% of the market share in the past. Colgate-Palmolive has been the king of the market capturing a value share of 47% and volume share of 57% in the Indian oral care market.

Low penetration in Indian oral market with rising disposable income, apart from fierce competition, has encouraged market players to strategize on innovating and launching new oral hygiene products, focusing on premiumisation, investing in advertisement through digital platform and campaigns, exploring methods to penetrate & capture larger market share.

India’s Oral Hygiene Market Prospects

The future outlook for the oral hygiene market of India appears to be very promising owing to various market conditions and educative initiatives on part of manufacturers and govt., which has led to increased demand from consumer side as well as offers great potential growth opportunities to the manufacturers. Apart from demand for improved oral care products, Indian consumers are getting more inclined towards herbal products in recent years. Large rural population depends upon natural products like neem twigs etc. for oral hygiene. Hence, through premiumisation and production of natural-herbal oral care products, a large market segment can be captured. Also, low market penetration both in terms of region (urban-rural) and product (primary and secondary oral care products), implies a largely untapped Indian oral care market with great opportunities to the manufacturers to expand and grow.

India’s oral hygiene market is expected to register moderate growth in value and volume terms with a CAGR of 6% during 2015-2020 and sales value forecasted to amount to INR 150 billion by 2020.Toothpaste will be the largest category, while the Mouth Wash category is projected to register fastest growth. Convenience store will be dominating the distribution channels and the use of Screw Top closure type is anticipated to grow at a CAGR of 2.8% during 2015-2020.


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Ankur Gupta, Head Marketing & Communications



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