Report Overview

Increasingly high awareness about oral hygiene, growing geriatric population, and rising disposable income are expected to drive the India Oral Care Market during the forecast period between 2024 and 2030.

India Oral Care Market – Industry Trends & Forecast Report, 2030

The India Oral Care Market size was estimated at USD 1.64 billion in 2023. During the forecast period between 2024 and 2030, the India Oral Care Market size is projected to grow at a CAGR of 6.10% reaching a value of USD 2.38 billion by 2030. Prominent drivers of the market include increasing urbanization, evolving lifestyles, rising disposable incomes, and growing aging population. This has led to higher smoking rates and greater consumption of processed foods, resulting in more dental issues like caries. Additionally, the Government of India, in partnership with vendors and dental associations, is conducting free dental camps to promote proper oral hygiene, significantly boosting market growth. Also, key players are launching multifunctional products with smart technologies, driving the sales of premium oral care items. The market is also benefiting from the easy availability of products through both online and offline channels and the rising trend of customized consumer products.

Oral Care – Overview

Oral care refers to the practice of maintaining the health and hygiene of the mouth, teeth, and gums. It encompasses a range of activities, including regular brushing and flossing of teeth, using mouthwash, and seeking professional dental care to prevent and treat dental issues such as cavities, gum disease, and bad breath. Oral care also involves dietary choices and habits that contribute to overall oral health.

India Oral Care Market

Growth Drivers

Growing Awareness about Oral Hygiene

Increasing awareness about oral hygiene is significantly boosting the growth of India Oral Care Market. In rural India, over 95% of adults suffer from dental caries, and more than 50% experience periodontal disease, largely due to a lack of awareness about oral hygiene and preventive care. Addressing this issue, the National Oral Health Program (NOHP) by the Government of India aims to improve oral health determinants and reduce morbidity from oral diseases through comprehensive, integrated care. The NOHP promotes Public-Private Partnerships (PPP) to enhance community-based oral health awareness and service delivery. Dental health awareness campaigns in schools and communities, utilizing visual aids and local languages, along with mobile dental clinics and telemedicine, can further improve access to care. Collaborations with NGOs and government initiatives, such as dental camps and subsidized treatments, are crucial. Funding supports the establishment of dental units with trained manpower, necessary equipment, and consumables. Additionally, the NOHP prepares Information, Education, and Communication (IEC) and Behavior Change Communication (BCC) materials to educate the public on the importance of oral hygiene, thereby promoting early detection and preventive practices.

Challenges

Price Sensitivity

Price sensitivity poses a significant restraint on the growth of India Oral Care Market. With a sizeable portion of the population being price-sensitive, affordability becomes a key factor in purchasing oral care products and services. This constraint often limits the adoption of premium oral care products and specialized dental treatments, impacting market growth. Manufacturers and service providers must strategize to offer affordable yet quality products and services to cater to this segment while ensuring profitability and sustainability in the market.

Impact of Escalating Geopolitical Tensions on India Oral Care Market

Geopolitical tensions can have a multifaceted impact on the India Oral Care Market by disrupting supply chains, increasing production costs, and affecting consumer confidence. Uncertainty surrounding trade relations and political instability may lead to fluctuations in currency exchange rates, affecting the pricing of imported raw materials and finished products. Moreover, heightened tensions can dampen consumer sentiment, leading to reduced spending on non-essential items like oral care products. Additionally, geopolitical conflicts may divert government attention and resources away from healthcare initiatives, potentially hindering the implementation of oral health programs. Overall, escalating tensions pose challenges to market stability and growth in the Indian oral care sector.

India Oral Care Market

Segmental Coverage

India Oral Care Market – By Product Type

By product type, the India Oral Care Market is divided into Toothpaste, Toothbrush, Mouthwash, Dental Floss, and Others (Dental Chews, Tongue Cleaners) segments. The toothpaste segment holds the highest share in the India Oral Care Market by product type. Traditionally, Indian consumers relied on Neem twigs or Mishri for oral hygiene, but international brands have replaced these methods. Dental advice is now pivotal in purchasing decisions, especially in urban areas. A wide range of toothpaste brands, including paste, gel, and powder forms, caters to diverse needs. Herbal and medicated toothpastes are gaining popularity. Rising awareness of oral hygiene, increasing income levels, and urbanization are driving market growth. The toothpaste market in India offers significant potential, with a surge in demand for value-added products and a shift towards natural ingredients.

India Oral Care Market – By Drug Type

Based on drug type, the India Oral Care Market is split into Medicated Toothpaste and Cosmetic Toothpaste segments. The medicated toothpaste segment is expected to hold a higher share in the India Oral Care Market by drug type during the forecast period. The projection stems from several factors, including rising consumer awareness of oral health issues and a growing preference for specialized dental products. Medicated toothpastes, formulated to address specific dental concerns such as sensitivity, gum disease, and enamel protection, are gaining traction among consumers seeking targeted solutions. Also, advancements in dental technology and increasing access to oral healthcare services contribute to the segment's anticipated growth, reflecting a broader trend towards preventive and therapeutic oral care practices in India.

India Oral Care Market – By Distribution Channel

Based on distribution channel, the India Oral Care Market is divided into Supermarkets/Hypermarkets, Traditional Grocery Retailers, Pharmacies, E-commerce Platforms segments. The traditional grocery retailers segment holds the highest share in the India Oral Care Market by distribution channel. It is primarily due to its widespread presence and accessibility across urban and rural areas. These retailers serve as convenient outlets for consumers to purchase oral care products alongside their regular grocery shopping. Additionally, the trust and familiarity associated with these local establishments contribute to their popularity among consumers. With a vast network of traditional grocery retailers spanning the country, they hold the highest share in the distribution of oral care products, catering to the diverse needs of India's populous market.

India Oral Care Market – By Region

Geographically, the India Oral Care Market is divided into North India, South India, East India, and West India regions.

Competitive Landscape

Major players operating in India Oral Care Market include Dabur India, Patanjali Ayurved, Colgate-Palmolive, Vicco Laboratories, Himalaya Wellness, Unilever, Baidyanath Ayurveda, Procter & Gamble, Johnson & Johnson, Himalaya Drug Company, and GlaxoSmithKline Pharmaceuticals Ltd. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In February 2024 - Sensodyne, an oral care brand owned by the GSK Group, introduced the Sensodyne Complete Protection+ Mouthwash, marking its expansion into the mouthwash segment.

• In October 2023 - Colgate-Palmolive's latest advertisement aims to enhance India's oral care standards by promoting the habit of nighttime teeth brushing. With statistics showing that 9 out of 10 Indians suffer from cavities, there is a critical need for proactive oral care. Scientific evidence backs the practice of brushing before bedtime, reducing cavity risks by up to 50%.

Scope of the Report

By Product Type

• Toothpaste

• Toothbrush

• Mouthwash

• Dental floss

By Drug Type

• Medicated Toothpaste

• Cosmetic Toothpaste

By Distribution Channel

• Supermarkets/Hypermarkets

• Traditional Grocery Retailers

• Pharmacies

• E-commerce Platforms

By Region

• North India

• South India

• East India

• West India