Tooth decay is one of the preventable childhood diseases. Dental care is the basic need of a healthy lifestyle. But while its importance is often underestimated, the need for regular dental care cannot be overstated.
Basic dental care involves brushing and flossing your teeth regularly, seeing your dentist and/or dental hygienist for regular checkups and cleanings, and eating a mouth-healthy diet, which means foods high in whole grains, vegetables and fruits, and dairy products. Market is entirely trapped by the emerging technologies to cure the dental related diseases.
Dental Care Products
Sonic tooth brushes
Electric tooth brushes
· Water piks
· Mouthwashes and rinses
Dental industry overview
· General dentistry
Nature of Chemical used in products
· Photography: potassium hydroxide, silver, sodium thiosulphate, acetic acid ,hydroquinone
· Infection control: sanitizers, disinfectants, sterilizers
· Amalgam, glass lonomer, resin composite, gold, porcelain, tooth whitener, adhesives, antibiotics
· Cleaning and mint
Common Dental Diseases
· Bad Breath
· Tooth Decay
· Gum Disease
· Oral Cancer
· Mouth Stores
· Tooth Erosion
· Tooth Sensitivity
· Tooth Aches and Dental Emergencies
The total Indian market for toothpastes is estimated at around Rs 22 bn with Colgate Palmolive claiming slightly less than half of the market through its flagship brand Colgate Dental Cream and others like Colgate Herbal, Colgate Cibaca. Hindustan Lever (now Hindustan Unilever) with over-one-third of the market holds its sway on the strength of its Close-Up and Pepsodent.
Along with toothpowders and toothbrushes segments, claiming a market of about Rs 4.7 bn and Rs 3.6 bn, respectively the overall dental care market is placed at around Rs 30.0 bn.
The domestic oral-care market is witnessing quite a few new entrants. Toothpowders and pastes are estimated to have achieved a 5 to 6% market penetration in the rural markets. The toothpowder segment is again dominated by Colgate (over 47%), Dabur (a near 28%) and HUL (around 7.5%). Currently the share of toothpowder and toothpaste is estimated at 43% and 57% respectively, in volume terms.
The toothbrushes segment has over 3000 patents worldwide. However, in India Colgate Palmolive, Smithkline Beecham and Hindustan Unilever have a dominant presence in the market.
Colgate Palmolive is the market leader in the Indian oral-care market, with a 51% market share in the toothpaste segment, 48% market share in the toothpowder segment and a 30% share in the toothbrush segment. Presently, it is facing competition mainly from the second largest player HUL and more recently from small local players (Meswak, Babool, Anchor) and other MNC’s such as Smithkline (Aquafresh). Colgate-Palmolive has introduced a new brand in its Max Fresh variants – Colgate MaxFresh Citrus Blast – featuring a new citrus flavour.
Targeted at the cool and trendy in the age group of 18-35, Colgate Max Fresh Citrus Blast is a green gel toothpaste with a unique lemony citrus flavour. Earlier in January 2006, the company had launched Colgate MaxFresh Gel with two variants – Spicy Fresh (red) and Peppermint Ice (blue). The Product has now reached to over 6 mn customers across the country.
Besides, the company has also launched some innovative products, such as Colgate Active with salt, and Colgate 3600 Toothbrush. Colgate 3600 is claimed to be a technologically advanced toothbrush and its unique design is clinically proven to clean the teeth, inner cheek and tongue – a prime source of odour causing bacteria. The new Colgate 3600 toothbrush is available in four vibrant translucent colours and retails at Rs. 55 per piece.
Colgate Herbal toothpaste is said to use a combination of traditional Indian herbs. The brand has been launched in 28 countries. It has been formulated after extensive consumer research to combine Indian herbs with the international formulations. The company’s sales are increased by 14% to Rs 14.75 bn in 2007-08 (Rs 12.94 bn in 2006-07). The company registered an overall volume growth of 10%, with toothpaste recording an impressive volume growth of 9%.
Hindustan Unilever’s toothpaste expansion has been through a strong performance by Close-Up and Pepsodent. These two brands have a combined market share of 32-34%, while Colgate with Total, Gel and Base command a combined market share of about 48%.
The toothpastes are among the 30 brands contributing some 75% of its turnover of the company. Dabur’s premier position in coloured (red) tooth powder market is sustained by Lal Dantmanjan brand. The rest are shared between Vicco, Pepsodent, Baidyanath and Bajaj Sevasram. The Red tooth paste is said to have achieved an impressive growth of over 10% since 2004-05.
Oral-B Laboratories, a global division of Gillette, has a number of toothbrushes to its name, such as Oral-B Indicator and Oral-B Plus. Aquafresh is a product of SmithKline Beecham. The company had introduced two interdental brushes. There are several other variations in the market. Other brushes are Close-Up Confident (a product of HUL) Pepsodent Perfect,Pepsodent Gum Care, Classic, Prudent Plus, Cello Flexy, Forhans Zest.