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Jobs Home » Indian Industry » FMCG Sector » Overview Of FMCG Sector » Oral Care
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Oral Care
Oral care
The oral care market can be segmented into:
  • Toothpaste - 60%
  • Toothpowder - 23%
  • Toothbrushes - 17%

This Segment is characterized by high entry barriers, a few major players, high advertisement spending, and frequent product variant launches. The major players in this segment are:
  • Colgate-Palmolive
  • Hindustan Lever Ltd.
  • SmithKline
Toothpaste Sales

Family Platforms

60%

Cosmetic Propositions

35%


Toothpowder market

White Toothpowder

52%

Red Toothpowder

40%

Black Toothpowder

8%



The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. Neem tree, salt, ash, and tobacco are some traditional materials that are still popular for cleaning teeth in rural areas. According to a survey, only 15% of toothpaste users brush their teeth twice a day in India. The per-capita consumption is very low in India.

Per capita consumption        in gms

India

70

Europe

300

Thailand

150



About 50 % of India's population uses toothpastes, 27 % uses toothpowder while 23% in the rural areas are yet to adopt oral care. Mouth freshening washes, dental floss and teeth whitening products are at a primary stage in India. The use of these products is limited to urban areas. To increase the penetration level of oral care products, HLL and Colgate in tandem with Dental Associations have launched nationwide informative commercials on oral health and community dental health programs to inculcate hygienic practices in rural areas. Industry sources expect an increase in penetration level of oral care products to 70% from current level of around 49% because of increase in advertising campaigns and awareness.

Some of the small Indian companies in this segment are:
  • Anchor
  • Babool

    Colgate-Palmolive is the market leader in oral care segment. Colgate and HLL together account for 85% of organized toothpaste market. In toothpowders market, Colgate and Dabur are the major players.


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