Toothpaste Manufacturing Business. Start a Profitable Toothpaste Production. Oral Hygiene/Oral Care Industry

Toothpaste is a paste or gel to be used with a toothbrush to maintain and improve oral health and aesthetics, toothpastes contain abrasives to clean and whiten teeth, flavors for the purpose of breathe freshening and dyes for better visual appeal. Effective toothpastes are those that are formulated for maximum bioavailability of their actives.

Toothpaste is used together with toothbrush to clean teeth, oral health protection, and safety of human daily necessities. Using toothpaste when brushing is the primary step to proper oral hygiene. Fluoride with correct brushing will remove dental bacteria and plaque.

Toothpaste contains abrasive materials that are gentle on the enamel of the teeth, but strong enough to help remove plaque from the teeth. Toothpaste also contains antibacterial ingredients to reduce the risk of infected gums, as well.

Nowadays, toothpastes are produced to serve multiple purposes at the same time and, thus, possess a complex chemical composition. The ideal toothpaste must have the following properties: slight abrasion, froth, sweetening, bleaching and prevention of plaque, calculus and decay.

Market Outlook

The global Toothpaste market is expected to reach USD 27.7 billion by 2023, witnessing a healthy CAGR during the forecast period. Asia-Pacific holds the major share in the global Toothpaste market. About 8.1 billion units of Toothpaste consumed in 2017, which is growing at a steady CAGR. Increased dental problems among children and adults due to poor eating habits have primarily driven the market. Also, rising premiumization and consumer seeking more targeted solution are further accelerating the toothpaste market.

Toothpaste consumption is expected to increase with more consumer looking for an advanced and targeted solution for dental care. Rising disposable income in a developing region such as Asia-Pacific demanding for more sophisticated toothpaste and expensive toothpaste.

Expanding distribution channel in countries such as China, India, Vietnam, South Africa, UAE, and Saudi Arab is driving the supermarket sale of toothpaste. Pharmacies stores is another significant sales channel globally which recorded an increase of 36% in its value sales during 2012-2017.

Localization is the quiet change currently underway in the market, against a backdrop of growing diversity of consumer communities in terms of ethnicity, wealth, lifestyle, and values. Brand localization represents a key strategy adopted by multinational companies to gain market share in developing foreign markets.

Asia-Pacific is forecast to grow at the fastest CAGR of 6% over the analysis period, led by favorable economic environment, rising standards of living, shift away from homemade toothpaste recipes to commercial toothpastes, growing trend towards premiumisation of toothpaste packaging; growing levels of health awareness and the resulting increase in demand for organic toothpastes; and untapped demand potential in densely populated countries such as India and China.

About 8.1 billion units of Toothpaste consumed in 2017, which is growing at a steady CAGR. Increased dental problems among children and adults due to poor eating habits have primarily driven the market. Toothpaste consumption is expected to increase with more consumer looking for an advanced and targeted solution for dental care.

The global market for toothpaste is steadily growing, driven by innovation in product efficacy, and growing awareness over oral hygiene. Rising standards of living, launch of public oral health campaigns, and aggressive advertising and marketing efforts are some of the other factors driving growth in the market. Over the years, toothpaste has emerged into the largest market sector within the Oral Care industry. The category is undergoing significant changes with innovative products motivating people to alter their oral hygiene habits. Entry of new players and continuous launch of innovative products such as toothpastes for nighttime use, and toothpastes containing antioxidants and products intended for sensitive teeth, are spurring competition in the market.

Indian Oral Hygiene Industry

Toothpaste will be the largest category, while the Mouth Wash category is projected to register fastest growth. With the rising awareness among consumers, sensitive toothpaste segment has also become a highly attractive segment to operate in. The segment has been growing at 50 % year on year and will be proved as a highly demanded toothpaste segment in the next three to five years.

Top Ten Toothpaste Brands in India:

·         COLGATE (Coalgate Palmolive Ltd.)

·         PEPSODENT (Hindustan Unilever)

·         CLOSE UP (Hindustan Unilever)

·         SENSODYNE (GlaxoSmithKline)

·         AQUAFRESH (GlaxoSmithKline)

·         ANCHOR (Anchor health & beauty care Ltd.)

·         DABUR RED (Dabur India)

·         BABOOL (GlaxoSmithKline)

·         MESWAK (GlaxoSmithKline)

·         VICCO BAJRADANTI (Vicco Laboratories)

India’s oral hygiene market is one of the most dynamic, fastest growing and competitive sector of the FMCG industry. However, the scenario has not been the same since its evolution. Over the time, it has changed from a static to dynamic, less competitive to more competitive, traditional to more organize and advanced one.

The growth in India’s oral hygiene industry is mostly influenced by changing consumer behaviour, companies’ business strategies, govt. policies and the increasing entrance of various leading international brands in the Indian market.

With rising disposable income and changing tastes and lifestyle, consumers are trading-up for expensive premium products. The mass product market has also expanded on account of increasing population with the emergence of middle class. Image consciousness and oral health awareness has led to increased demand for advance oral care products.

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