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Many people in India still clean their teeth with traditional products like neem twigs, salt, ash, tobacco or other herbal ingredients. Average all India per capita consumption of toothpaste is a dismal 82 gms The dentist to population ratio is a critically low 1:35000 in the country. This results in low oral hygiene consciousness and widespread dental diseases Less than 15% of the Indian toothpaste users brush twice a day. The toothpaste market grew at a CAGR of 7-8% between 1995-2000. But in 2001 the market grew by only 4%. Colgate and Hindustan Lever together account for over 85% of the organized toothpaste market. Red and Black toothpowder still accounts for 35% of the toothpowder market. In toothpowders, Colgate and Dabur are the leading players sharing between them 75% of the market. Penetration of toothpowder in the urban areas has been declining, as more and more consumers switch from powders to paste. Brand loyalty is quite high for toothpastes, but is extremely low for toothbrushes. 10 years ago the most expensive toothbrush was priced at Rs 4. Today one can also buy a toothbrush priced at Rs. 999! The detailed report India Infoline Sector Studies: Indian Oral Care Industry is available in Adobe PDF format. The Report provides comprehensive information on Indian oral care market, overview of major categories, segmentation, consumer habits, market size, growth, market share, profile and brand strategies of leading players. Table of Contents Products Product Segmentation Consumer habits and practices Consumer awareness and penetration Per capita consumption Historical perspective on Indian market Market Size & Growth Major players and market shares Brands, Positioning and Marketing strategies of leading players Colgate Palmolive India Ltd Hindustan Lever Ltd Balsara Hygiene Ltd
THE TOOTHPASTE market is estimated at Rs 2. toothbrushes and tooth powders. THE MARKET CAN be segmented into mouthwashes. THE MOUTHWASH market in India is valued at Rs 74 crore and is expected to reach Rs 89 crore by 2012. THE TOOTHBRUSH market is valued at Rs 539 crore. THE TOOTH POWDER market is reducing.976 crore and is expected to reach Rs 4.226 crore by 2012. It is valued at Rs 497 crore and is expected to reduce to Rs 458 crore by 2012. .866 crore and is expected to reach Rs 3.Dabur India Ltd Smithkline Beecham consumer Healthcare Anchor Health & Beauty Products Vicco Laboratories Future Prospects & Trends KIT: The oral care market in India (2008) THE ORAL CARE market in India is valued at Rs 3. toothpastes.373 crore by 2012.
The use of these products is limited to urban areas. • SmithKline Toothpaste Sales Family Platforms Cosmetic Propositions Toothpowder market 60% 35% White Toothpowder Red Toothpowder Black Toothpowder 52% 40% 8% The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. According to a survey. Industry sources expect an . and frequent product variant launches. Neem tree. To increase the penetration level of oral care products.Oral care The oral care market can be segmented into: • Toothpaste . 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. ash. 27 % uses toothpowder while 23% in the rural areas are yet to adopt oral care. Mouth freshening washes. a few major players. salt. high advertisement spending.17% This Segment is characterized by high entry barriers. and tobacco are some traditional materials that are still popular for cleaning teeth in rural areas. Per capita consumption in gms India Europe Thailand 70 300 150 About 50 % of India's population uses toothpastes. The per-capita consumption is very low in India. The major players in this segment are: • Colgate-Palmolive • Hindustan Lever Ltd. only 15% of toothpaste users brush their teeth twice a day in India.23% • Toothbrushes . dental floss and teeth whitening products are at a primary stage in India.60% • Toothpowder .
Arabs realized that using such harsh abrasives harmed the enamel of the teeth. Sheffield had been using his invention. Ground fish bones were used by the early Chinese. In 1850. Concurrently. He was 23 years old and lived in New London.000 years. the gel segment grew by more than 15 percent annually in the last 8 years and now accounts for one-third of the total tooth-paste market. 1. Table salt was also used to clean teeth. Europeans used strong acids to lift stains. the industry has grown at the rate of 7-8 percent due to lower excise duties.TOOTH PASTE The 58. Now. fine sand and pumice were the primary ingredients in teethcleaning formulas used by Arabs. Dr. Colgate has monopolised the rural market. and incense. Colgate and HLL together account for 85% of organized toothpaste market. verdigris (the green crust that forms on certain metals like copper or brass when exposed to salt water or air). a dental surgeon and chemist. sometimes toxic ingredients to meet that goal. In the Middle Ages. invented the first toothpaste. the overall growth in the tooth-paste industry is around 11 percent. In urban India. In the saturated urban market.000 crore. In western cultures.increase in penetration level of oral care products to 70% from current level of around 49% because of increase in advertising campaigns and awareness. People were primarily concerned with cleaning stains from their teeth and used harsh. Some of the small Indian companies in this segment are: • • Anchor Babool Colgate-Palmolive is the market leader in oral care segment.third share of the total market.000-tonne tooth-paste industry in India is worth Rs. In the last few years. with the rural market estimated to grow by 14 percent per annum. which he called Creme Dentifrice. The major players in this segment are Colgate and Hindustan Lever Ltd (HLL). in his private practice. In toothpowders market. Washington Wentworth Sheffield. ESTIMATED MARKET SIZE & GROWTH RATES OF DIFFERENT ORAL CARE PRODUCTS . The rural market is growing by 12 percent per annum. It has the potential to account for two. however. (gsh) Tooth Paste Manufacturing – Background Toothpaste has a history that stretches back nearly 4. Connecticut.paste. it is facing a tough competition from HLL. similarly corrosive mixtures were widely used until the twentieth century. Ancient Egyptians used a mixture of green lead. This competition is expected to intensify further with Dabur intending to re-launch the Binaca brand. Around twothirds of the market is accounted by the standard white tooth-paste and the rest by gel tooth. abrasives used to clean teeth did not resemble modern toothpastes. Dr. Colgate and Dabur are the major players. The positive response of his patients encouraged . Until the midnineteenth century.
tartar control became the buzz word in the dentifrice industry. Many of the innovations in toothpaste after the fluoride breakthrough involved the addition of ingredients with "special" abilities to toothpastes and toothpaste packaging. as well as artificial sweetener-free toothpaste. depending on source). Unaccepted. Some of these benefits have been largely debated and have not been officially corroborated. stand-up tubes spread throughout the industry. In the 1990s. He thought putting the jar-packaged dentifrice in these tubes would be a good idea. Some consumers wanted fluoride-free toothpaste. Lucius noticed the collapsible metal tubes being used for paints. France. many toothpastes were reformulated to include sodium fluoride. The most commonly used artificial sweetener is saccharin. it was adopted for toothpaste. The product was called Colgate Ribbon Dental Creme. After studies proving fluoride aided in protection from tooth decay. Tarter control toothpastes claimed they could control tartar build-up around teeth. They rated products on the following scale: Accepted. as well as clean the teeth. He constructed a laboratory to improve his invention and a small factory to manufacture it. In the 1980s. and in the 1990s. When originally marketed to consumers. as well as other pharmaceutical uses. in the late nineteenth century. Raw Materials Every toothpaste contains the following ingredients: . The amount of saccharin used in toothpaste is minuscule. toothpaste for sensitive teeth was introduced. Washington Wentworth Sheffield's son. or Provisionally Accepted. In 1984. The next big milestone in toothpaste development happened in the mid-twentieth century (1940-60. toothpaste standards were developed by the American Dental Association's Council on Dental Therapeutics. studied in Paris. Packaging toothpaste in pumps and stand-up tubes was introduced during the 1980s and marketed as a neater alternative to the collapsible tube. The Colgate-Palmolive Company also asserts that it sold the first toothpaste in a collapsible tube in 1896. Sheffield Labs claims it was the first company to put toothpaste in tubes. Companies like Tom's of Maine responded to this demand by manufacturing both fluoridated and nonfluoridated toothpastes. Needless to say.him to market the paste. though the collapsible tubes are still available. Chalk was commonly used as the abrasive in the early part of the twentieth century. and toothpastes without artificial sweetening. Fluoride's effectiveness was not universally accepted. In 1934. toothpaste was packaged in jars. in the United States. Lucius. the Colgate pump was introduced nationally. Bicarbonate of soda and other ingredients were also added in the 1990s with claims of aiding in tartar removal and promoting healthy gums. Modern toothpaste was invented to aid in the removal foreign particles and food substances.
Abrasives scrub the outside of the teeth to get rid of plaque and loosen particles on teeth. Mint is the most common flavor used because it imparts a feeling of freshness. the appearance of the toothpaste ribbon on the toothbrush. flavors (unique additives). There may be a basis for this in fact. nutmeg. They prevent separation of the solid and liquid components. and magnesium aluminum silicate. this makes toothpaste feel pleasant in the mouth when used. and a combination of them might be used in the final product. eucalyptus. caraway. Most toothpastes use sorbitol or glycerin as humectants. The American public associates mint with freshness. rye. Abrasives also contribute to the degree of opacity of the paste or gel. sulfolaurate. Humectants keep the solid and liquid phases of toothpaste together. coriander. and water. and taste. and sodium bicarbonate (baking soda). Common sudsers are sodium lauryl sulfate. Each abrasive also has slightly different cleaning properties. sudsers. especially during storage. Propylene glycol can also be used as a humecant. They also affect the speed and volume of foam production. and sodium stearyl lactate. They lower the surface tension of water so that bubbles are formed. fluorides. methylcellulose. Toothpastes have flavors to make them more palatable. Some abrasives are more harsh than others. Sudsers. They also can add a coolness and/or sweetness to the toothpaste. Sudsers are usually a combination of an organic alcohol or a fatty acid with an alkali metal. tricalcium phosphate. and cinnamon. Abrasives may affect the paste's consistency. the rate of flavor release and product dispersal. anise. This feeling of freshness is the result of long term conditioning by the toothpaste industry. sodium stearyl fumarate. Some binders are karaya gum. The most common toothpaste flavors are spearmint. Sudsers help in removing particles from teeth.Binders. clove. bentonite. cost. also known as foaming agents. calcium carbonate (also known as chalk). This volatizing action imparts a cooling sensation in the mouth. a preservative. and sodium metaphosphate hydrated alumina. Some of the more exotic toothpaste flavors include bourbon. abrasives. sometimes resulting in unnecessary damage to the tooth enamel. Other abrasives include dibasic calcium phosphate. dioctyl sodium sulfosuccinate. Humectants retain water to maintain the paste in toothpaste. mint flavors contain oils that volatize in the mouth's warm environment. humectants. The most commonly used abrasives are hydrated silica (softened silica). are surfactants. wintergreen. and the rinsibility from the toothbrush. Binders thicken toothpastes. Multiple bubbles together make foam. . carrageenan. sodium lauryl sulfoacetate. peppermint. sodium alginate. and thyme. tooth whiteners. sodium lauryl sarcosinate. calcium sulfate. sweeteners.
the tube itself passes under a blower and a vacuum to ensure cleanliness. Saccharin is the most common sweetener used. They require an artificial flavor to make the toothpaste palatable. the ingredients are both manually and mechanically weighed. The Manufacturing Process Weighing and mixing • • 1 After transporting the raw materials into the factory. Then the ingredients are mixed together. Packaging and shipment . The tube is capped. Most toothpastes contain the preservative p-hydrozybenzoate. This ensures accuracy in the ingredients' proportions. Usually. though some toothpastes contain ammoniated diglyzzherizins and/or aspartame. Sodium perborate is used as a tooth whitening ingredient. Fluorides reduce decay by increasing the strength of teeth. This is important to ensuring that the mix comes together correctly. To make sure the tube is aligned correctly.000 four-ounce (118 ml) tubes. the end is sealed (or crimped) closed. the tubes are filled by the filling machine. The temperature and humidity of vat are watched closely. The most commonly used humectants (sorbitol and glycerin) have a sweetness level about 60% of table sugar. The tube also gets a code stamped on it indicating where and when it was manufactured. Sodium fluoride is the most commonly used fluoride. 4 After the ingredients are mixed together. Filling the tubes • • 3 Before tubes are filled with toothpaste. A commonly used vat in the toothpaste industry mixes a batch that is the equivalent of 10. 2 All the ingredients are mixed together in the mixing vat. Then the tube is filled by a descending pump. Water is also used for dilution purposes. Dust and particles are blown out in this step. After it is filled. an optical device rotates the tube. and the opposite end is opened so the filling machine can load the paste. toothpastes contain sweeteners to make it pleasant to the palate because of humecants.In addition to flavors. the glycerin-water mixture is done first.
. 6 The boxes are cased and shipped to warehouses and stores. they are inserted into open paperboard boxes.• • 5 After tubes are filled. Some companies do this by hand.
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