Increasing Awareness Pertaining to Oral Hygiene, Effective Promotions and Premiumization of Products to Foster Growth of India Toothbrush Market: Ken Research


The toothbrush market in India will continue to grow at a considerable pace in the next few years with the development of premium category products, rising advertisement and promotional efforts by FMCG companies to make consumers aware particularly in rural areas along with the rising awareness levels leading to higher replacement rate of toothbrush. The market is predicted to grow at a CAGR of ~% from FY’2016-FY’2020 and is expected to reach INR 27 billion by FY’2020.

According Ken-Research Manual toothbrushes are expected to maintain their dominance in the toothbrush market mainly due to their easy availability at nearby stores as well as due to these products being priced low in comparison to power toothbrushes. Further, rural consumers formerly using datuns or toothpowders will be seen switching to a manual toothbrush instead of an electric toothbrush. Thus, growing penetration in rural markets due to increased income, rising urbanization along with evolving consumer lifestyles and behavior will thereby indicate the growth in the manual toothbrush market in the country in the coming years. Additionally, as the consumers will realize the importance of using soft bristles for deep and efficient cleaning, the market is anticipated to witness an inclination towards the use of soft-bristled toothbrushes.

The companies operating in the toothbrush market have been vigorously promoting their products with the help of different mediums of advertising. Hiring celebrities or dental professionals to influence the decision making of consumers has been conducted by almost every company. Using animated advertisements to make kids understand the effects of not brushing at night has been adopted to drive sales of kid’s toothbrushes. Companies in the oral care market have been constantly focusing on customer’s convenience and developing products to cater to the needs of all individuals. Availability of toothbrushes with flexible heads, soft bristles, tongue cleaners and gum protection have been regarded as major developments in the toothbrushes.

Organized retail in India has emerged as an attractive channel in the retail sector of India and presents tremendous opportunities for growth over the coming five years. As of FY’2015, modern trade contributes to ~% share in the distribution of toothbrush in India. Further, it is expected that an increase in income levels, urbanization and attitudinal changes will drive the modern trade to grow at ~% per annum in comparison to a ~% annual growth in the traditional retail.

With the increase in awareness pertaining to oral hygiene in the coming years, consumers in the urban as well as rural areas will increasingly understand the importance of replacing their toothbrush within the prescribed time period. It is anticipated that over the next five year period through FY’2020, the Indian toothbrush market will witness an increase in the replacement rate across all cities. It is also expected that consumers over time would realize the importance of using a toothbrush as per individual needs. Consumers will also consider taking advice from dental professionals to understand the type of toothbrush suitable for them.

“The rapid growth in the manual toothbrush segment will continue to overpower the growth of power toothbrush in the country through the coming five years. Toothbrushes are already a very low involvement product and Indian consumers are price sensitive due to which they do not easily experiment with new products. Additionally, the cost of each electric toothbrush is also very high when compared to manual toothbrushes. On account of such factors, companies offering power toothbrush will be seen focusing more on advertising and promoting their manual toothbrush. This also implies that the contribution of power toothbrush would command only a ~% share through FY’2020 in India toothbrush market volume sales.”, according to the Research Analyst, Ken Research.

The report titled India Toothbrush Market Outlook to FY’2020” provides detailed overview on the manual and power toothbrush market and helps readers to identify the ongoing trends in the industry and anticipated growth in future depending upon changing industry dynamics in coming years. The report will help industry consultants, toothbrush manufacturers, retailers and suppliers as well as other stakeholders to align their market centric strategies according to ongoing and expected trends in the future.

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