COVID-19 pandemic has doubled the emphasis on oral hygiene with dental offices around the world closed for routine consultations. This largely because the risk of COVID-19 cross infections is higher in dentistry as saliva plays a key role in human-to-human transmission.
The global market for Toothpaste is projected to reach US$18. 3 billion by 2025, driven by the sustained growth in population, increasing awareness over oral hygiene, and launch of innovative toothpaste variants at affordable prices.
Commoditization of the market is evident by the fact that fluoride toothpaste is today globally affordable by all and per capita consumption is hitting near saturation limiting volume growth. Also, the sea of me-too competitors is growing in whitening, cavity protection and stain removal categories, stifling revenue growth. Localization is the quiet change currently underway in the market, against a backdrop of growing diversity of consumer communities in terms of ethnicity, wealth, lifestyle, and values. Brand localization represents a key strategy adopted by multinational companies to gain market share in developing foreign markets.
Other noteworthy trends in the market include high risk of dental fluorosis among toddlers and children and the ensuing demand for fluoride free toothpaste; increasing incidence of tooth sensitivity to over 35% of the global population and the resulting demand for toothpaste with potassium nitrate; growing focus on maintaining flawless white and clean teeth and the rising popularity of tartar control and whitening toothpastes; growing demand for triclosan free toothpaste on back of recent negative publicity over triclosan with the FDA banning its use in soaps.
The growing trend towards natural products is spurring interest in toothpaste with aloe, eucalyptus oil, myrrh, and other plant extract as active ingredients among health conscious consumers. Colgate launched Colgate Naturals toothpaste in China, looking to tap the consumer preference for natural local ingredients.
Colgate Naturals toothpaste makes use of twin lotus flow for the purpose of soothing gums. Similarly in India, the company introduced Colgate Swarna Vedshakti toothpaste, as consumers began exhibiting strong preference for natural ingredients to prevent dental problems.
Asia-Pacific including China is a major market led by favorable economic environment, rising standards of living, shift away from homemade toothpaste recipes to commercial toothpastes, growing trend towards premiumisation of toothpaste packaging; growing levels of health awareness and the resulting increase in demand for organic toothpastes; and untapped demand potential in densely populated countries such as India and China.
Key Topics Covered:
I. INTRODUCTION, METHODOLOGY & REPORT SCOPE
II. EXECUTIVE SUMMARY
1. MARKET OVERVIEW
Impact of Covid-19 and a Looming Global Recession
Oral Care Products: Maintaining Health of Teeth & Mouth
Toothpaste: An Essential Component of Routine Oral Hygiene Regimen
Developing Countries Turbo Charge Future Market Growth
Per Capita Consumption (in Grams per Year) of Toothpaste in Select Countries for 2019
Whitening Toothpastes Lead Global Toothpaste Market
Multinationals Rule the Roost in the Toothpaste Market
Factors Impacting Sales of Toothpastes in the Worldwide Market (Score on a Scale of 1-10)
Global Competitor Market Shares
Toothpaste Competitor Market Share Scenario Worldwide (in %): 2019
Saturation Triggers Competition and Segmentation
Change in Marketers Strategy
Recent Market Activity
Leading Toothpaste Brands
Brand Extensions: Order of the Day
Advertising and Promotion
Advertising - For a Brand New Smile
The GEL Craze
Branding - Impact on Purchases
Advertising in the Children's Toothpaste Segment
Supermarkets Grabs the Largest Pie
Strategies to Increase Market Share
Emergence of Multi-Channel Buyers
Online Marketing Catching Up
Types of Toothpastes
Anti-Caries / Fluoride Toothpastes
Gum Protection Toothpaste
Tartar Control Toothpaste
Select Toothpaste Ingredients and their Attributes / Functions