SECTOR CAPSULE: ORAL CARE IN INDIA

05 May 2021

KEY DATA FINDINGS

Oral care sees a volume decline in 2020, as some consumers postpone the replacement of their toothbrushes due
to cost concerns as a result of COVID-19 and a reluctance to leave the house
In 2020, oral care sees 1% retail current value growth, to reach INR127.7 billion
With price rises across the board in 2020, oral care sees current value growth despite volume decline
Colgate-Palmolive India extends its lead in oral care in 2020, to reach a 42% value share
Oral care is expected to see a current value CAGR of 5% (1% CAGR at 2020 constant prices) in the forecast period

Market size Oral Care

Retail Value RSP - INR million - 2006-2025
127,748
Forecast
140000

120000

100000

80000

60000

40000

20000

0
2006 2020 2025
Source: Passport by Euromonitor Interna onal

Sales Performance Oral Care

%Y-O-Y Retail Value RSP-Growth 2006-2025
0.7%
Forecast
20%

10%

0%

-10%

-20% 2006 2020 2025

Source: Passport by Euromonitor Interna onal

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2020 IMPACT
Despite seeing a slowdown in its current value growth rate, oral care maintained growth in 2020, although did turn to
slight decline in retail volume terms. Oral care has been rela vely cushioned from the impact of COVID-19. In fact, the
pandemic has resulted in higher standards of oral hygiene amongst some consumers, which helped to maintain value
growth. The largest category, toothpaste, witnessed a rela vely stagnant performance in 2020, with just a minor volume
decline and slight current value growth, whilst toothbrushes, the other significant category, saw declines by both
measures. One of the major reasons why toothbrushes witnessed decline in 2020 was because some consumers delayed
replacing their toothbrush. This was either because they avoided making trips outside the house even post-lockdown, or
because of the economic impact of measures taken to control the spread of the virus. Consumers using the same
toothbrush for longer than normal therefore nega vely impacted sales in 2020. This cannot be done with toothpaste as it
has to be replaced to maintain clean teeth. Meanwhile, the penetra on rate for toothpaste is a lot higher in comparison
with toothbrushes, and is considered a necessity for teeth cleaning. The only other oral care categories with a presence in
India are mouthwashes/dental rinses and dental floss, although these account for low sales and are not used by many
consumers, mostly by those living in urban areas.
Pre-pandemic in 2020, in January and February, Colgate-Palmolive launched the campaign “Mooh Swachh Toh Aap
Healthy” (A Pure Mouth Means a Healthy You), which made a connec on between maintaining overall mouth health and
thereby improving overall health, firmly establishing the connec on between mouth and body. Although this campaign
was launched proac vely before the emergence of COVID-19, it helped sales to maintain trac on during the pandemic.
The campaign was therefore run again across mul ple touchpoints, making sure that it took advantage of every
opportunity where consumers had the chance to interact with the Colgate brand across the en re buying process.

Company Shares of Oral Care

% Share (NBO) - Retail Value RSP - 2020

Colgate-Palmolive India L... 42.4%

Hindustan Unilever Ltd 16.26%
Dabur India Ltd 10.99%
Patanjali Ayurved Ltd 10.24%
GlaxoSmithKline Consumer ... 6.21%
Gillette India Ltd 3.79%
Johnson & Johnson (India)... 1.76%
Others 8.34%

Increasing share Decreasing share No change

Source: Passport by Euromonitor Interna onal

NATIONAL BRAND OWNERS TABLE

Company Name (NBO) Brand (GBO)
Amway India Enterprises Pvt Ltd Amway Persona (Amway Corp), Glister (Amway Corp)
Anchor Health & Beauty Care Pvt
Anchor (Anchor Health & Beauty Care Pvt Ltd)
Ltd
Colgate (Colgate-Palmolive Co), Colgate Floss (Colgate-Palmolive Co), Colgate Max
Colgate-Palmolive India Ltd
Fresh (Colgate-Palmolive Co), Colgate Plax (Colgate-Palmolive Co)
Babool (Dabur India Ltd), Babool Neem (Dabur India Ltd), Dabur Lal Dant Manjan
Dabur India Ltd
(Dabur India Ltd), Dabur Red Toothpaste (Dabur India Ltd), Meswak (Dabur India Ltd)
Elder Health Care Ltd AM PM (Elder Pharmaceu cals Ltd)
Gille e India Ltd Oral-B (Procter & Gamble Co, The)
GlaxoSmithKline Consumer
Sensodyne (GlaxoSmithKline Plc)
Healthcare Ltd
Himalaya Drug Co, The Himalaya Dental Créme (Himalaya Drug Co, The)
Closeup (Unilever Group), Pepsodent (Unilever Group), Pepsodent Fresh Mint
Hindustan Unilever Ltd
(Unilever Group)

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 Johnson & Johnson (India) Ltd Listerine (Johnson & Johnson Inc)
Patanjali Ayurved Ltd Patanjali (Patanjali Ayurved Ltd)
Source: Passport by Euromonitor Interna onal

DEFINITIONS AND METHODOLOGY

ORAL CARE
This is the aggrega on of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-
home teeth whiteners and dental floss.
METHODOLOGY
This report is derived from Euromonitor Interna onal’s Passport informa on system. Industry research is carried out by a
global team of more than 600 in-country analysts and is based on a core set of research techniques:

Na onal-level desk research, company research and analysis, store checking, trade interviewing with na onal
players and market analysis
Interna onal-level desk research, mul na onal company research and analysis, trade interviewing with
interna onal players and market analysis

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