Oral Care in India: Euromonitor International April 2021

Oral Care in India
Euromonitor International
April 2021
ORAL CARE IN INDIA Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2020 IMPACT ............................................................................................................................... 1
Toothbrushes turns to decline due to delayed replacement during the pandemic .................... 1
New natural products and A campaign to connect oral and overall health ............................... 1
Colgate-Palmolive India leads oral care and extends its share ................................................ 2
RECOVERY AND OPPORTUNITIES .......................................................................................... 2
Expansion of oral care to rural areas will contribute to growth in the forecast period ............... 2
Swift recovery for the most essential products ......................................................................... 3
Product innovation expected, to attract consumers and spur sales .......................................... 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Oral Care by Category: Value 2015-2020 ...................................... 3
Table 2 Sales of Oral Care by Category: % Value Growth 2015-2020...................... 4
Table 3 Sales of Toothbrushes by Category: Value 2015-2020 ................................ 4
Table 4 Sales of Toothbrushes by Category: % Value Growth 2015-2020 ............... 4
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 ................... 5
Table 6 NBO Company Shares of Oral Care: % Value 2016-2020 ........................... 5
Table 7 LBN Brand Shares of Oral Care: % Value 2017-2020.................................. 5
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-
2020 ............................................................................................................. 6
Table 9 LBN Brand Shares of Toothpaste: % Value 2017-2020 ............................... 7
Table 10 Forecast Sales of Oral Care by Category: Value 2020-2025 ....................... 7
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 ....... 8
Table 12 Forecast Sales of Toothbrushes by Category: Value 2020-2025 ................. 8
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-
2025 ............................................................................................................. 8
© Euromonitor International
ORAL CARE IN INDIA Passport 1
ORAL CARE IN INDIA

KEY DATA FINDINGS
▪ Oral care sees a volume decline in 2020, as some consumers postpone the replacement of
their toothbrushes due to cost concerns as a result of COVID-19 and a reluctance to leave the
house
▪ In 2020, oral care sees 1% retail current value growth, to reach INR127.7 billion
▪ With price rises across the board in 2020, oral care sees current value growth despite volume
decline
▪ Colgate-Palmolive India extends its lead in oral care in 2020, to reach a 42% value share
▪ Oral care is expected to see a current value CAGR of 5% (1% CAGR at 2020 constant prices)
in the forecast period
2020 IMPACT
Toothbrushes turns to decline due to delayed replacement during the

pandemic
Despite seeing a slowdown in its current value growth rate, oral care maintained growth in
2020, although did turn to slight decline in retail volume terms. Oral care has been relatively
cushioned from the impact of COVID-19. In fact, the pandemic has resulted in higher standards
of oral hygiene amongst some consumers, which helped to maintain value growth. The largest
category, toothpaste, witnessed a relatively stagnant performance in 2020, with just a minor
volume decline and slight current value growth, whilst toothbrushes, the other significant
category, saw declines by both measures. One of the major reasons why toothbrushes
witnessed decline in 2020 was because some consumers delayed replacing their toothbrush.
This was either because they avoided making trips outside the house even post-lockdown, or
because of the economic impact of measures taken to control the spread of the virus.
Consumers using the same toothbrush for longer than normal therefore negatively impacted
sales in 2020. This cannot be done with toothpaste as it has to be replaced to maintain clean
teeth. Meanwhile, the penetration rate for toothpaste is a lot higher in comparison with
toothbrushes, and is considered a necessity for teeth cleaning. The only other oral care
categories with a presence in India are mouthwashes/dental rinses and dental floss, although
these account for low sales and are not used by many consumers, mostly by those living in
urban areas.
New natural products and A campaign to connect oral and overall health
Pre-pandemic in 2020, in January and February, Colgate-Palmolive launched the campaign
“Mooh Swachh Toh Aap Healthy” (A Pure Mouth Means a Healthy You), which made a
connection between maintaining overall mouth health and thereby improving overall health,
firmly establishing the connection between mouth and body. Although this campaign was
launched proactively before the emergence of COVID-19, it helped sales to maintain traction
during the pandemic. The campaign was therefore run again across multiple touchpoints,
making sure that it took advantage of every opportunity where consumers had the chance to
interact with the Colgate brand across the entire buying process.
Leading companies such as Colgate-Palmolive and Dabur India continued to bet on the
natural/herbals trend, with new launches focused on this segment. For instance, Dabur
launched Dant Rakshak toothpaste in 2020, and was in the process of extending its offerings
under Dabur Herbal in the same category. Meanwhile, Colgate-Palmolive brought the naturals
trend to the toothbrushes category with the launch of Colgate Zig Zag Neem and Charcoal, and
also aggressively promoted its premium Ayurvedic toothpaste Colgate Vedshakti.
Colgate-Palmolive India leads oral care and extends its share

Colgate-Palmolive India remained by far the leading player in oral care in value terms in 2020,
due to its strong portfolio across toothbrushes, toothpaste and dental floss, categories which it
led in this year, as well as holding a smaller share in mouthwashes/dental rinses. This has
enabled it to achieve widespread brand recognition. The company constantly focuses on
innovation across its portfolio, launching Colgate toothpastes which claim freshness,
strengthening, whitening, protection from sensitivity and natural ingredients, amongst others, as
well as toothbrushes which offer various benefits. It also offers products specifically for children,
featuring characters such as Spiderman, Barbie and Minions. Hindustan Unilever remained in
second place in 2020, although at a distance, with Dabur India in third. The latter saw share
growth as a result of its programmes in schools and rural areas to stress the importance of oral
hygiene and promote dental health.
Whilst electric toothbrushes remains a niche category in India due to the high price point of
such products, Gillette India launched an entry-level rechargeable electric toothbrush, Oral-B
Vitality, in 2019. The company also continued to leverage targeted trial programmes and
engaged in deeper distribution plans to enable more consumers to access superior brushes.
Although the growth of such high-priced products was hampered by consumers’ price-
consciousness in 2020, due to the economic impact of the COVID-19 pandemic, the launch of
an entry-level product may help the company to increase its sales in the forecast period as the
economy recovers.
RECOVERY AND OPPORTUNITIES
Expansion of oral care to rural areas will contribute to growth in the

forecast period
Oral care is expected to see a return to growth in retail volume terms and a higher growth rate
in current value terms in 2021. There was a rise in the COVID-19 infection rate at the beginning
of 2021 due to the emergence of new variants of the virus. However, vaccines also started to be
rolled out to the population, which is expected to bring the rate of infection down later in the year
and restore consumer confidence. As oral care products relate to hygiene, these are likely to be
amongst the first products consumers will return to purchasing. In a category which is already
fairly mature in urban areas, growth is expected to come from the rural population, as the
penetration of toothbrushes and toothpaste remain low here. Dabur India has already carried
out initiatives to connect with rural consumers and boost consumption, including the launch of
smaller and therefore more affordably-priced pack sizes that the company distributed directly to
rural villages in the country. Growth rates are therefore set to remain solid throughout the
forecast period, with sales also driven by the increase in the population.
Oral care brands will need to exercise caution with aggressive promotions such as buy-one-
get-one-free, as such promotional offers will impact value growth in the coming years.
Toothbrushes and toothpaste have a long shelf life, much longer than that of most foods, so
when such offers are available, many consumers stock-up. Over the last few years, many
brands offered such promotions, which negatively impacted the value growth of these
categories in the following year. Therefore, marketing around higher-value propositions to
consumers rather than discounts or promotional offers could help drive value sales in the
category in the future.
Swift recovery for the most essential products

Growth rates in oral care categories such as toothbrushes and toothpaste are expected to
rapidly bounce back to pre-COVID-19 levels, as consumers want to maintain good hygiene, and
by extension, good health. On the other hand, the growth of oral care categories which involve
more discretionary spending, such as mouthwashes/dental rinses and dental floss, is expected
to recover to pre-COVID-19 growth rates slightly later, in 2022. However, the penetration of
these categories is relatively low in the country and they offer vast potential for growth over the
forecast period, as consumers are likely to want to maintain high oral hygiene standards in the
wake of COVID-19. Towards the end of 2020 Hindustan Unilever entered mouthwashes with a
product which claims to eliminate 99.9% of COVID-19 after 30 seconds of rinsing. As a result,
existing companies will not be able to rest on their laurels and will have to look to strengthen
their own positions in this category.
Product innovation expected, to attract consumers and spur sales

Product innovations that cater to different consumer groups are expected to contribute to the
growth of oral care, especially toothbrushes and toothpaste, in the forecast period. Whilst the
herbal/natural segment is set to continue to gain traction, innovation around whitening and
sensitivity will also be crucial for the growth of toothpaste, as these are major concerns for
consumers. Furthermore, toothpaste targeted towards specific consumers can also help spur
sales. For example, towards the end of 2020 Colgate launched a special Ayurvedic toothpaste
for diabetics, which is important as India has a large diabetic population. Innovation in
toothbrushes will also be crucial. For instance, Colgate expanded its naturals toothbrush
portfolio to include Zig Zag Turmeric towards the end of 2020, and also introduced a bamboo
toothbrush with no plastic packaging in an effort to drive sustainability. More such innovations
around gentle/soft bristles and antibacterial features will help expand toothbrushes in the short-
to medium-term.
CATEGORY DATA
Table 1 Sales of Oral Care by Category: Value 2015-2020
INR million
2015 2016 2017 2018 2019 2020
Dental Floss 166.0 213.6 264.5 321.3 379.5 401.9

Denture Care - - - - - -
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 1,482.8 1,831.2 2,219.4 2,567.9 2,932.5 3,134.8
Tooth Whiteners - - - - - -
Toothbrushes 16,988.1 17,990.4 19,213.8 20,597.2 21,688.8 21,103.2
- Manual Toothbrushes 16,988.1 17,990.4 19,213.8 20,597.2 21,688.8 21,103.2
- Power Toothbrushes - - - - - -
Toothpaste 79,596.0 86,202.5 91,116.0 97,311.9 101,885.6 103,108.2
Oral Care 98,232.9 106,237.7 112,813.7 120,798.2 126,886.4 127,748.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Oral Care total excludes the category total for manual and power toothbrushes
Table 2 Sales of Oral Care by Category: % Value Growth 2015-2020
% current value growth

2019/20 2015-20 CAGR 2015/20 Total
Dental Floss 5.9 19.3 142.1

Denture Care - - -
Mouth Fresheners - - -
Mouthwashes/Dental Rinses 6.9 16.2 111.4
Tooth Whiteners - - -
Toothbrushes -2.7 4.4 24.2
- Manual Toothbrushes -2.7 4.4 24.2
- Power Toothbrushes - - -
Toothpaste 1.2 5.3 29.5
Oral Care 0.7 5.4 30.0
Table 3 Sales of Toothbrushes by Category: Value 2015-2020
INR million
2015 2016 2017 2018 2019 2020
Toothbrushes 16,988.1 17,990.4 19,213.8 20,597.2 21,688.8 21,103.2

-- Battery Toothbrushes - - - - - -
--- Battery Toothbrush - - - - - -
Replacement Heads
Units
-- Electric Toothbrushes - - - - - -
--- Electric Toothbrush - - - - - -
Replacement Heads
Units
Table 4 Sales of Toothbrushes by Category: % Value Growth 2015-2020
% current value growth

2019/20 2015-20 CAGR 2015/20 Total
Toothbrushes -2.7 4.4 24.2

- Manual Toothbrushes -2.7 4.4 24.2
-- Battery Toothbrushes - - -
--- Battery Toothbrush Replacement Heads - - -
--- Battery Toothbrush Units - - -
-- Electric Toothbrushes - - -
--- Electric Toothbrush Replacement - - -
Heads
--- Electric Toothbrush Units - - -

Table 5 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
% retail value rsp

2016 2017 2018 2019 2020
Acid Wear/Enamel 0.6 0.6 0.6 0.6 0.6

Strengthening
Children's 1.6 1.6 1.6 1.6 1.6
Fresh Breath 22.8 22.7 22.6 22.6 22.7
Gum Health 1.4 1.5 1.6 1.7 1.9
Sensitive 5.6 5.7 5.8 5.9 6.2
Total Care/Complete Care 25.2 25.4 25.4 25.3 25.3
Traditional/Standard/ 39.2 39.0 38.8 38.8 38.5
Basic
Whitening 3.6 3.5 3.5 3.4 3.3
Total 100.0 100.0 100.0 100.0 100.0
Table 6 NBO Company Shares of Oral Care: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Colgate-Palmolive India 44.5 43.6 42.6 41.6 42.4

Ltd
Hindustan Unilever Ltd 17.0 16.7 16.5 16.2 16.3
Dabur India Ltd 9.8 10.3 10.6 10.5 11.0
Patanjali Ayurved Ltd 7.2 10.2 10.0 10.2 10.2
GlaxoSmithKline 3.6 4.4 5.0 5.7 6.2
Consumer Healthcare Ltd
Gillette India Ltd 4.0 4.0 4.2 3.9 3.8
Johnson & Johnson 1.3 1.4 1.5 1.7 1.8
(India) Ltd
Amway India Enterprises 1.6 1.6 1.5 1.4 1.3
Pvt Ltd
Himalaya Drug Co, The 0.5 0.6 0.6 0.6 0.6
Elder Health Care Ltd 0.1 0.1 0.1 0.2 0.2
Anchor Health & Beauty 0.1 0.1 0.1 0.0 0.0
Care Pvt Ltd
Others 10.3 7.1 7.3 7.9 6.2
Total 100.0 100.0 100.0 100.0 100.0
Table 7 LBN Brand Shares of Oral Care: % Value 2017-2020
% retail value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020
Colgate (Colgate- Colgate-Palmolive India 31.9 30.3 28.9 29.1
Palmolive Co) Ltd

Patanjali Patanjali Ayurved Ltd 10.2 10.0 10.2 10.2
Closeup (Unilever Hindustan Unilever Ltd 10.4 10.3 10.0 10.1
Group)
Dabur Red Toothpaste Dabur India Ltd 5.9 6.2 6.2 6.6
Sensodyne GlaxoSmithKline 4.4 5.0 5.7 6.2
(GlaxoSmithKline Plc) Consumer Healthcare Ltd
Pepsodent (Unilever Hindustan Unilever Ltd 6.2 6.1 6.0 6.1
Group)
Colgate Max Fresh Colgate-Palmolive India 5.1 4.9 4.9 5.1
(Colgate-Palmolive Ltd
Co)
Oral-B (Procter & Gillette India Ltd 4.0 4.2 3.9 3.8
Gamble Co, The)
Babool Dabur India Ltd 1.9 1.9 1.9 2.0
Listerine (Johnson Johnson & Johnson 1.4 1.5 1.7 1.8
& Johnson Inc) (India) Ltd
Meswak Dabur India Ltd 1.3 1.4 1.3 1.3
Glister (Amway Corp) Amway India Enterprises 1.0 1.0 0.9 0.9
Pvt Ltd
Babool Neem Dabur India Ltd 0.8 0.8 0.8 0.8
Himalaya Dental Créme Himalaya Drug Co, The 0.6 0.6 0.6 0.6
Amway Persona Amway India Enterprises 0.5 0.5 0.5 0.5
(Amway Corp) Pvt Ltd
Dabur Lal Dant Manjan Dabur India Ltd 0.3 0.3 0.2 0.2
Colgate Floss Colgate-Palmolive India 0.2 0.2 0.2 0.2
Co)
AM PM (Elder Elder Health Care Ltd 0.1 0.1 0.2 0.2
Pharmaceuticals Ltd)
Colgate Plax Colgate-Palmolive India 0.2 0.2 0.2 0.2
Co)
Pepsodent Fresh Hindustan Unilever Ltd 0.1 0.1 0.1 0.1
Mint (Unilever Group)
Anchor Anchor Health & Beauty 0.1 0.1 0.0 0.0
Care Pvt Ltd
Promise Dabur India Ltd 0.0 - - -
Others Others 13.3 14.4 15.5 14.1
Total Total 100.0 100.0 100.0 100.0
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
% retail value rsp

Listerine (Johnson Johnson & Johnson 72.7 72.5 72.1 71.8

& Johnson Inc) (India) Ltd
AM PM Mouthwash Elder Health Care Ltd 6.8 6.9 6.9 6.9
(Elder
Pharmaceuticals Ltd)
Colgate Plax Colgate-Palmolive India 8.7 7.9 7.0 6.7
Co)
Pepsodent Fresh Hindustan Unilever Ltd 4.8 4.9 5.0 5.0
Mint (Unilever Group)
Others Others 7.0 7.9 9.0 9.6
Total Total 100.0 100.0 100.0 100.0

Table 9 LBN Brand Shares of Toothpaste: % Value 2017-2020
% retail value rsp

Colgate Dental Colgate-Palmolive India 23.4 22.2 21.1 21.1

Cream (Colgate- Ltd
Palmolive Co)
Closeup (Unilever Hindustan Unilever Ltd 12.5 12.4 12.2 12.2
Group)
Patanjali Dant Patanjali Ayurved Ltd 11.9 11.7 12.1 12.0
Kanti Dental Cream
Dabur Red Toothpaste Dabur India Ltd 7.3 7.7 7.7 8.1
Pepsodent (Unilever Hindustan Unilever Ltd 6.5 6.4 6.3 6.4
Group)
Colgate Max Fresh Colgate-Palmolive India 6.3 6.1 6.1 6.3
Co)
Colgate Cibaca Colgate-Palmolive India 6.2 5.9 5.8 6.1
Co)
Sensodyne GlaxoSmithKline 4.3 4.9 5.6 6.1
(GlaxoSmithKline Plc) Consumer Healthcare Ltd
Babool Dabur India Ltd 2.3 2.4 2.4 2.5
Colgate Tooth Colgate-Palmolive India 2.7 2.4 2.2 2.0
Powder (Colgate- Ltd
Palmolive Co)
Meswak Dabur India Ltd 1.7 1.7 1.7 1.7
Colgate Active Salt Colgate-Palmolive India 1.6 1.6 1.5 1.5
Co)
Glister (Amway Corp) Amway India Enterprises 1.3 1.3 1.2 1.1
Pvt Ltd
Babool Neem Dabur India Ltd 1.0 1.0 1.0 1.0
Himalaya Dental Créme Himalaya Drug Co, The 0.7 0.7 0.7 0.7
Patanjali Divya Patanjali Ayurved Ltd 0.7 0.7 0.7 0.7
Dant Manjan
Dabur Lal Dant Manjan Dabur India Ltd 0.4 0.3 0.3 0.3
Anchor Anchor Health & Beauty 0.1 0.1 0.0 0.0
Care Pvt Ltd
Promise Dabur India Ltd 0.0 - - -
Others Others 8.9 10.4 11.4 10.3
Total Total 100.0 100.0 100.0 100.0
Table 10 Forecast Sales of Oral Care by Category: Value 2020-2025
INR million
2020 2021 2022 2023 2024 2025
Dental Floss 401.9 445.2 510.1 578.3 653.8 737.3

Denture Care - - - - - -
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 3,134.8 3,417.0 3,754.3 4,103.4 4,472.8 4,862.7
Tooth Whiteners - - - - - -
Toothbrushes 21,103.2 21,531.4 21,844.5 22,006.9 22,109.9 22,156.7
Toothpaste 103,108.2 104,121.2 104,337.3 104,223.7 103,852.6 103,326.7
Oral Care 127,748.1 129,514.8 130,446.2 130,912.3 131,089.2 131,083.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total
Dental Floss 10.8 12.9 83.5

Denture Care - - -
Mouth Fresheners - - -
Mouthwashes/Dental Rinses 9.0 9.2 55.1
Tooth Whiteners - - -
Toothbrushes 2.0 1.0 5.0
- Manual Toothbrushes 2.0 1.0 5.0
Toothpaste 1.0 0.0 0.2
Oral Care 1.4 0.5 2.6
trade sources
Table 12 Forecast Sales of Toothbrushes by Category: Value 2020-2025
INR million
2020 2021 2022 2023 2024 2025
Toothbrushes 21,103.2 21,531.4 21,844.5 22,006.9 22,109.9 22,156.7

-- Battery Toothbrushes - - - - - -
Replacement Heads
Units
-- Electric Toothbrushes - - - - - -
Replacement Heads
Units
trade sources
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
% constant value growth
2020/2021 2020-25 CAGR 2020/25 Total
Toothbrushes 2.0 1.0 5.0

- Manual Toothbrushes 2.0 1.0 5.0
-- Battery Toothbrushes - - -
--- Battery Toothbrush Replacement Heads - - -
--- Battery Toothbrush Units - - -
-- Electric Toothbrushes - - -
--- Electric Toothbrush Replacement - - -
Heads
--- Electric Toothbrush Units - - -
trade sources

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Oral Care in India

LIST OF CONTENTS AND TABLES

ORAL CARE IN INDIA

Toothbrushes turns to decline due to delayed replacement during the

Colgate-Palmolive India leads oral care and extends its share

RECOVERY AND OPPORTUNITIES

Expansion of oral care to rural areas will contribute to growth in the

Swift recovery for the most essential products

Product innovation expected, to attract consumers and spur sales

Dental Floss 166.0 213.6 264.5 321.3 379.5 401.9

Table 2 Sales of Oral Care by Category: % Value Growth 2015-2020

% current value growth

Dental Floss 5.9 19.3 142.1

Table 3 Sales of Toothbrushes by Category: Value 2015-2020

Toothbrushes 16,988.1 17,990.4 19,213.8 20,597.2 21,688.8 21,103.2

Table 4 Sales of Toothbrushes by Category: % Value Growth 2015-2020

% current value growth

Toothbrushes -2.7 4.4 24.2

--- Electric Toothbrush Units - - -

Table 5 Sales of Toothpaste by Type: % Value Breakdown 2016-2020

% retail value rsp

Acid Wear/Enamel 0.6 0.6 0.6 0.6 0.6

Table 6 NBO Company Shares of Oral Care: % Value 2016-2020

% retail value rsp

Colgate-Palmolive India 44.5 43.6 42.6 41.6 42.4

Table 7 LBN Brand Shares of Oral Care: % Value 2017-2020

% retail value rsp

Colgate (Colgate- Colgate-Palmolive India 31.9 30.3 28.9 29.1

Palmolive Co) Ltd

Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020

% retail value rsp

Listerine (Johnson Johnson & Johnson 72.7 72.5 72.1 71.8

Total Total 100.0 100.0 100.0 100.0

Table 9 LBN Brand Shares of Toothpaste: % Value 2017-2020

% retail value rsp

Colgate Dental Colgate-Palmolive India 23.4 22.2 21.1 21.1

Table 10 Forecast Sales of Oral Care by Category: Value 2020-2025

Dental Floss 401.9 445.2 510.1 578.3 653.8 737.3

Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025

% constant value growth

Dental Floss 10.8 12.9 83.5

Table 12 Forecast Sales of Toothbrushes by Category: Value 2020-2025

Toothbrushes 21,103.2 21,531.4 21,844.5 22,006.9 22,109.9 22,156.7

Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total

Toothbrushes 2.0 1.0 5.0

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