India oral care market has shown tremendous growth by value & volume in last few years in FMCG sector of India. Growing oral care market is driven by change in life style of consumers, demand of premium products, rising of disposable income etc. Penetration level of oral care products in urban area is high.
Companies are focusing into rural area for penetration of other products to increase sales. Rise in awareness of Oral hygiene has created huge demand of Premium and innovative products in urban area. Rural consumer has start shifting from toothpowder to toothpaste & toothbrushes. New emerging premium products like mouthwash has gain popularity in Indian market. Top international players has strong presence in India and globally. However, per capita consumption of oral care products in India is low compare to U.S and china etc and penetration level in rural area is low, which poses latent opportunity for top players for growth of oral care products in India.
India Oral care market is fragmented in 5 categories includes toothpaste, toothbrushes, toothpowder, mouthwash and others. Toothpaste is dominant in oral care market. It is a primary product in daily oral hygiene has huge presence in urban and rural area. Increasing health and personal oral hygiene, Indians are now more aware how their diet affecting their teeth and mouth. Indian is now willing to pay more for prevention attention. This has helped toothpaste category to grow drastically in oral care market. Herbal toothpaste demand is increasing in oral care market from last few years. Toothbrushes are second increasing market in oral care market after toothpaste. Toothbrushes are sub-categories in manual & Electric. Manual toothbrushes have huge potential in Indian oral care market. Electric toothbrush is new emerging category and has huge opportunity in urban India; Toothpowder category is at decline stage due to consumer taste and preference. Consumers are shifting from toothpowder to toothpaste. Toothpowder has huge presence in rural India. In all 3 categories are dominant by Colgate & Palmolive India.
Mouthwash falls under premium category gaining popularity in urban area. Mouthwash comes under secondary products for oral hygiene. Consumers are bending towards mouthwash products due to change in lifestyle/ standard living and for better oral hygiene. This category is lead by Johnson & Johnson and followed by Colgate & Palmolive India. Others products (tongue cleaner and Dental floss) are expanding gradually in Indian Oral care market. Availability of wide variety of products, increasing health awareness and rising income levels are some factors which have led to higher consumption of oral care products in upcoming years.