Page 36 - HPIC E-Magazine (January-2021)

Special Article

Slicing and dicing the market for toothpastes

Introduction
India’s oral hygiene market is
dominated by the toothpaste cate-
gory, followed by toothbrush (mostly
manual). Toothpowder sales have
declined for several years now, due
to changing consumer tastes, and
advance oral care products such as
mouthwashes, dental floss, teeth
whitening products etc. are still at
an early stage of market development,
catering mostly to urban consumers.

With rising disposable income
and changing tastes and lifestyle,
consumers are trading-up for expen-
sive premium toothpastes, opening
up opportunities for market segmen-
tation and for catering to niche op-
portunities. negative publicity over triclosan, 3-6. These recommended amounts
with the US FDA banning its use take into consideration the possible
Toothpaste companies – both in soaps. risk for dental fluorosis, which is dis-
Indian and MNC – are focusing new coloration or pitting on the teeth. It
product launches, targeting the rela- Typically, these niche products may appear as brown spots, scatter
tively untapped rural market. They are positioned in the premium end white specks or white spots. The
are also slicing and dicing the mar- of the market, and, possibly with the teeth may even feel rough.
ket, introducing novel toothpastes exception of Ayurveda-based herbal
such as for sensitive teeth, teeth toothpastes, in an Indian context, Non-fluorinated kinds of tooth-
whitening, herbal toothpastes, chil- largely targeting urban and semi- paste use natural ingredients such
dren’s toothpastes, toothpastes for urban centres. as hydrated silica, cranberry extract,
smokers, amongst others. and xylitol to prevent the adhesion
The market segmentation efforts of bacteria to teeth and to remove
Noteworthy trends in the market are also affording opportunities for plaque. Hydrated silica is a mild abra-
include: unconventional ingredients includ- sive that works synergistically with
High risk of dental fluorosis ing baking soda, enzymes, vitamins, calcium carbonate to remove plaque.
among toddlers and children, and herbs, calcium, potassium nitrate, and It also gives a gel-like texture to the
the ensuing demand for fluoride- hydrogen peroxide. The growing trend toothpaste and helps remove stains.
free toothpastes; towards natural products is spurring
Increasing incidence of tooth sen- interest in ingredients such as aloe, Dabur’s Meswak is a well-known
sitivity to over 35% of the global eucalyptus oil, myrrh, and other plant brand of fluoride-free toothpaste
population and the resulting de- extracts as active ingredients among available in India. It has the pure ex-
mand for toothpaste with potas- health conscious consumers. tract of the Miswak herb (Salvadora
sium nitrate; Persica), which is also known as the
Growing focus on maintaining Fluoride-free toothpastes Toothbrush Tree.
flawless white and clean teeth According to the American Dental
and the rising popularity of tar- Association (ADA), a smear of tooth- Dentists advise caution in using
tar control and whitening tooth- paste with fluoride is recommended fluoride-free toothpastes as there is
pastes; from the eruption of the first tooth to considerable evidence to show that
Growing demand for triclosan- 3 years old. A pea-sized amount is without fluoride, oral hygiene efforts
free toothpaste on back of recent then recommended for children ages have no impact on cavity rates.
36 Home, Personal & Institutional Care India January 2021