Page 25 - HPIC-Magazine (Feb-2021)

News from Abroad Cover Story

MARKET TRENDS Impact of CovId-19 on personal care industry and
‘Toothpaste & mouthwash to account for two-third ingredients

of oral hygiene market’

The COVID-19 outbreak has had ended, but a return to ‘business as 90% of consumers in Japan think it is

Oral hygiene products are used to According to a new report com-  The COVID-19 outbreak has crea-
treat dental plaque/biofilms, dental piled by Persistence Market Research, ted hindrances for the growth of a clear and lasting change on the per- usual’ seems some time away, till important to manage their emotional
sonal care industry; while demand for vaccination campaigns kick into high
wellbeing.
caries, gingivitis, halitosis, periodon- the global oral hygiene products mar- the market as most non-essential colour cosmetics has slowed down, gear and a significant size of the
titis and peri-implantitis. Increasing ket is anticipated to experience a medical procedures are being skin care has firmed up. Due to social population is rendered immune to According to an analysis by
prevalence of these conditions across steady CAGR of over 4% during the postponed; this situation will isolation and distancing, demand for the virus. Euromonitor, a market research firm,
the world is expected to boost de- period from 2020 to 2030. Key take- persist in the first half of 2021 as more self-care products has shown with many consumers likely to retain
mand in the global oral hygiene pro- aways from the study include: well. an uptick, and the last year has seen Consumer attitudes and beha- home habits even after the pandemic-
ducts market. expanding sales of cleaning and per- viours have shifted and the industry linked recession, catering for those
 The toothpaste segment is ex- “Rising awareness regarding sonal hygiene products. faces challenges and opportunities. needs in the form of product formats,
Several initiatives for oral health pected to account for more than essential oral care and increase in
awareness are being undertaken by one-third revenue share. prevalence of dental disorders will Handwashing with soaps and Consumer awareness accessibility and experiences will
need nurturing. Considering the eco-
leading oral hygiene market players.  Dental plaque/biofilms and den- boost the global oral hygiene pro- sanitizers has been centre-stage The outbreak of COVID-19 has nomic impact of the crisis and more

Major companies such as Colgate- tal caries account for around 60% ducts market over the coming years. since the beginning of the outbreak further heightened consumers’ aware- cautious spending patterns as a re-
Palmolive, Johnson & Johnson, of the dental problems, followed Wide distribution channel of oral more than a year ago, and the trend ness of sustainability and health. sult, new stories around premium
Unilever, and Proctor & Gamble are by gingivitis. These segments are hygiene products makes it more lu- could last – albeit in a less intense According to Mintel’s Global COVID-19 attributes will need reinforcing – both
focused on spreading awareness re- expected to grow at a higher rate crative for expansion in the coming manner – well past the pandemic. Tracker, 87% of Indian consumers for essentials and discretionary pro-
garding good oral health and dental as compared to other indications. decade, where supermarkets/hyper- The initial run on ingredients – etha- have indicated that environmen- ducts – to sustain business momen-
hygiene. For instance, the Indian  East Asia and South Asia together markets will be the largest contribu- nol, isopropyl alcohol, and a range of tal issues have become a higher or tum and potentially commercialise

Dental Association (IDA) drafted the hold more than 35% of the market tor. Low capital cost required for surfactants – seem to have abated, lower priority for them – second only completely new opportunities. Pre-
National Oral Health Programme to value share. North America is a manufacturing oral hygiene products and the repurposing of manufactur- to eating healthily. Meanwhile, Min- mium brands will have to show
address the burden of dental disease lucrative region with higher pro- will result in increasing number of ing plants to make these sanitation tel Global Consumer research shows greater flexibility in terms of chan-
effectively for bringing about ‘optimal duct adoption, compared to other market players in future,” the report products seems to have stopped, at that 78% of South Korean consumers nel mix and turn to retail avenues
oral health’ for all by 2020. regions. stated.
least for the moment. Interruptions would like to see more innovative previously outside their immediate
ALUMINIUM HANDLE to global supply chains have largely environment-friendly products, and comfort zone, as well as endorse the
concept of ‘affordable luxury’ more
Colgate unveils toothbrush that uses 80% less plastic strongly(1).

A downside of brushing teeth is The outer cardboard packaging is made As per analyses by Mintel,
the generation of large quantities of with 60% recycled content, all of which prior to COVID-19, natural con-
plastic waste that cannot be easily is recyclable,” the company informed. sumers avoided ingredients
recycled. To tackle this, leading den- Colgate’s move is similar to such as preservatives and arti-
tal hygiene brand, Colgate, has rede- Dove’s recent launch of a refillable ficial ingredients in their beauty
signed its toothbrushes and launched deodorant stick, also in an aluminium products due to perceived
Keep, a manual toothbrush that uses case. There appears to be a slow but health risks. With more con-
80% less plastic than a conventional steady trend toward lifelong packag- cern surrounding shelf-stability
one. It has a lightweight aluminium ing and investing in an item that’s and sanitation across consumer
handle, designed to last a lifetime, intended to last for many years. packaged goods (CPG) catego-
and snap-on replaceable brush heads. ries, consumers will be more
In its 2025 Sustainability & Social willing to accept these ingredi-
Colgate has worked with US-based Impact Strategy report, Colgate had ents as long as brands provide
recycling firm, TerraCycle to recycle said it wants to reduce toothbrush- evidence of efficacy and safety,
approximately 5-mn used toothbrushes “Keep will come with two bristle related plastic waste by 50%. Fur- both from a health and environ-
and other oral care devices over the variants (Deep Clean with Floss-Tip thermore, it will eliminate one-third mental perspective(2).
past 10 years, diverting them from bristles and Whitening with spiral of new plastics used in packaging as
landfill. The new toothbrush shrink the polishing bristles), as well as a cheek part of a transition to 100% recycl- The arrival of the novel corona-
overall quantity of plastic needed to and tongue cleaner on the back of the able, reusable or compostable plastic Fig. 1: COVID-19 – probable impact on finished products virus will further push the
brush and ultimately discard or recycle. brush head to get rid of more bacteria. packaging by 2025. Source: Kline notion that natural isn’t always
24 Home, Personal & Institutional Care India February 2021 Home, Personal & Institutional Care India February 2021 25