Euromonitor International - Analysis

Euromonitor International - Analysis
02/08/15 11:36 am
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Oral Care in India

Category Briefing | 23 Jul 2015
HEADLINES
Oral care sees current value growth of 13% in 2014, to reach INR94.0 billion
Manufacturers focus on additional benefits in oral care products
Toothpaste remains the biggest category, with an 80% share of value sales in oral care in 2014
The average unit price increases in 2014 due to premiumisation and inflation
Colgate-Palmolive India continues to lead oral care in 2014, with a 48% value share
Oral care is expected to see a value CAGR of 5% at constant 2014 prices in the forecast period of
2014-2019
TRENDS
Brand extensions and additional benefit toothpastes, such as acid neutralisers, whitening and gum
care products, remained the focus for toothpaste manufacturers. For instance, Colgate-Palmolive India
launched Colgate Visible White Shine toothpaste in Aug 2014, an extension to its successful brand
Colgate Visible White Toothpaste. The company also launched Colgate Maximum Cavity Protection
with sugar acid neutralisers. These products helped Colgate-Palmolive India to premiumise its existing
oral care portfolio.
Mouthwashes/dental rinses witnessed the highest current value growth of 37% in 2014, although this
was a lower growth rate than in 2013, as it is moving towards steadier growth. This strong growth is
because mouthwashes/dental rinses are relatively new products in India, and some consumers are
opting for these as part of a complete oral care package.
Although oral care has one of the highest penetration rates in India, per capita consumption,
especially in toothpaste, is significantly lower compared with that in other developing countries. It is a
quarter of the per capita consumption in Brazil, and half of that in China. Habits such as brushing twice
a day are not highly practiced amongst the majority of consumers, and also using only a small amount
of toothpaste when brushing is common, whilst companies recommend at least twice the amount is
used.
Traditional white toothpaste, which leads in both paste and powder formats, lost further share in 2014,
making way for additional benefit toothpastes. Consumers in rural areas are gradually switching from
toothpowder to toothpaste, which brought growth not only to toothpaste, but also toothbrushes, as the
application of toothpowder is mainly by fingers.
Whitening products gained the most popularity during the review period, as major manufacturers
continued to premiumise oral care by extending their brands into whitening. This was attributed to the
promotional push by manufacturers across various media channels, such as POS and television
advertising. In 2014 Colgate-Palmolive India signed Bollywood celebrity Sonam Kapoor to endorse its
Colgate Visible White Toothpaste brand.
COMPETITIVE LANDSCAPE
In 2014 Colgate-Palmolive India continued to lead oral care with a 48% value share, mainly because
of its nationwide distribution, and therefore the strong presence of its Colgate brand across the country.
The company held a value share of 50% in toothpaste and 43% in toothbrushes in 2014. ColgatePalmolive India launched the Slimsoft Charcoal toothbrush with infused charcoal as an addition to its
existing toothpaste Slimsoft toothpaste. This was priced higher, at INR60, making its way towards
premiumisation in toothbrushes, which over the years displayed stagnant yet strong growth.
http://www.portal.euromonitor.com/portal/analysis/tab
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Colgate Visible White by Colgate-Palmolive India Ltd saw the fastest value growth of 80% in oral care
in 2014. This was mainly because of its consumer awareness drive and promotion across media
channels. The brand was promoted by Bollywood actors Sonam Kapoor, which helped to increase the
awareness as well.
International companies such as Colgate-Palmolive India and Hindustan Unilever continued to
dominate oral care in India in 2014, due to their strong presence and strong distribution networks.
These companies launched various additional benefit toothpastes in order to keep up with the dynamic
demands of the consumers. Domestic company Dabur India was in third position in value terms in
2014. However, domestic brands such as Vicco with a herbal composition were losing further share,
with the entry of Procter & Gamble and GlaxoSmithKline in oral care.
Close up Diamond Attraction by Hindustan Unilever is a whitening toothpaste which claims to use
patented blue light technology to make teeth white instantly. The packaging of this product is similar to
that of widely available facial creams. The brand positions itself as a beauty product, away from the oral
care category.
PROSPECTS
Oral care is expected to increase by a value CAGR of 5% at constant 2014 prices over the forecast
period, to reach INR117.2 billion by 2019. The reasons for the forecast growth are increasing
awareness of oral care products and premiumisation in all oral care categories. Volume growth is also
expected, as manufacturers are increasingly urging consumers via promotions to increase the amount
of toothpaste used for brushing, and also to brush twice a day.
Whitening products are expected to perform better during the forecast period. This segment displays
higher than average growth rates in terms of value sales, and this will also encourage manufacturers to
extend their brands even further. This growth is expected to come from consumers looking for instant
whitening.
Consumers will opt for traditional herbal-based toothpastes, as they have the impression that these
are safer and more effective than regular toothpastes. This is also evident in the high growth rate
displayed by Dabur Lal Toothpaste by Dabur India.
The recent launches in premium whitening and further similar extensions by the major manufacturers
have pushed consumers to concentrate more on special need oral care products. Launches in the
future are expected to be innovative products dealing with specific issues in oral care, rather than
general oral care products.
CATEGORY DATA
Table 1 Sales of Oral Care by Category: Value 2009-2014
INR million
2009
2010
2011
2012
2013
2014
Dental Floss
52.0
70.8
95.9
128.7
Denture Care
Mouth Fresheners
409.4
696.9
1,079.7
1,550.4
2,231.1
3,057.2
Mouthwashes/Dental Rinses
Tooth Whiteners
8,811.5
9,922.8
11,186.7
12,626.2
14,268.5
15,765.2
Toothpaste
40,897.1
44,794.7
50,977.7
58,127.2
66,854.3
75,017.1
Oral Care
50,117.9
55,414.5
63,296.1
72,374.6
83,449.8
93,968.2
Toothbrushes
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Note: Oral Care total excludes the category total for manual and power toothbrushes
Table 2 Sales of Oral Care by Category: % Value Growth 2009-2014

% current value growth
Dental Floss
Denture Care
Mouth Fresheners
Tooth Whiteners
Toothbrushes
2013/14
2009-14 CAGR
2009/14 Total
34.2
37.0
49.5
646.7
10.5
12.3
78.9
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Toothpaste
12.2
12.9
83.4
Oral Care
12.6
13.4
87.5
Table 3 Sales of Toothbrushes by Category: Value 2009-2014

INR million
Manual Toothbrushes
2009
2010
2011
2012
2013
2014
8,811.5 9,922.8 11,186.7 12,626.2 14,268.5 15,765.2
- Power Toothbrushes
- Battery Toothbrushes
-- Battery Toothbrush Replacement
-- Battery Toothbrush Units
- Electric Toothbrushes
-- Electric Toothbrush Replacement

Heads
Heads
-- Electric Toothbrush Units

Toothbrushes
8,811.5 9,922.8 11,186.7 12,626.2 14,268.5 15,765.2
Table 4 Sales of Toothbrushes by Category: % Value Growth 2009-2014

% current value growth
2013/14
2009-14 CAGR
2009/14 Total
Manual Toothbrushes
10.5
12.3
78.9
-- Battery Toothbrush Replacement Heads
-- Electric Toothbrush Replacement Heads

Toothbrushes
10.5
12.3
78.9
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2010-2014

% retail value rsp
Acid Wear/Enamel Strengthening
Children's
2010
2011
2012
2013
2014
2.4
2.4
2.3
1.8
1.9
2.0
2.2
2.6
2.7
3.0
Fresh Breath
13.4
12.3
11.1
9.5
10.2
Gum Health
3.0
3.0
3.0
2.6
2.9
Sensitive
0.6
1.6
4.4
8.6
9.1
Total Care/Complete Care
20.0
20.0
19.4
19.2
19.0
Traditional/Standard/Basic
53.1
52.4
49.7
46.6
44.0
5.5
6.2
7.6
9.1
9.9
Whitening
Others
Total
0.0
0.0
100.0
100.0
100.0
100.0
100.0
Table 6 NBO Company Shares of Oral Care: % Value 2010-2014

% retail value rsp
2010
2011
2012
2013
2014
Colgate-Palmolive India Ltd
45.3
44.7
44.6
46.1
47.7
Hindustan Unilever Ltd
22.2
21.6
21.3
19.7
18.6
Dabur India Ltd
11.7
11.9
11.3
10.8
10.8
Gillette India Ltd
4.3
4.5
4.6
4.7
4.4
Amway India Enterprises Pvt Ltd
2.7
2.9
3.0
2.9
2.6
0.4
1.3
2.0
2.3
GlaxoSmithKline Consumer Healthcare Ltd
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Johnson & Johnson (India) Ltd
1.0
1.2
1.5
1.8
2.2
1.3
1.3
Anchor Health & Beauty Care Pvt Ltd
2.0
1.7
1.3
1.1
0.6
Procter & Gamble Home Products Ltd
0.0
0.2
0.2
0.1
0.1
0.1
0.1
0.1
Hindustan Lever Ltd
Pfizer Ltd
10.7
11.1
10.9
9.3
9.2
100.0
100.0
100.0
100.0
100.0
Himalaya Drug Co, The
Elder Health Care Ltd
Others
Total
Table 7 LBN Brand Shares of Oral Care: % Value 2011-2014

% retail value rsp
Company
2011
2012
2013
2014
Colgate
26.9
25.4
23.7
23.8
Pepsodent
9.2
8.7
8.0
7.3
Close-Up
9.9
8.9
7.7
6.8
Braun Oral-B
Gillette India Ltd
4.5
4.6
4.7
4.4
Colgate Cibaca
5.2
4.8
4.4
4.4
Babool
Dabur India Ltd
4.2
4.1
4.0
4.0
Colgate Active Salt
2.6
3.5
3.8
3.9
Colgate Sensitive Pro Relief
0.0
0.6
2.4
2.6
Dabur Red Toothpaste
Dabur India Ltd
2.7
2.6
2.4
2.4
Sensodyne
GlaxoSmithKline Consumer Healthcare

Ltd
0.4
1.3
2.0
2.3
Listerine
1.2
1.5
1.8
2.2
Dabur Lal Dant Manjan
Dabur India Ltd
2.7
2.4
2.2
2.2
Colgate Visible White
1.2
1.9
Glister
2.0
2.1
2.1
1.8
Colgate Flexible
1.6
1.7
1.7
1.7
Colgate ZigZag
1.4
1.4
1.4
1.4
Colgate Herbal
1.2
1.2
1.1
1.3
Meswak
Dabur India Ltd
1.2
1.3
1.3
1.3
Himalaya Dental Crme
1.3
1.3
Colgate Total
1.3
1.2
1.2
1.2
Promise
Dabur India Ltd
1.0
1.0
0.9
0.9
Close-Up Diamond
0.9
Attraction
Amway Persona
0.8
0.9
0.8
0.8
Colgate Plax
0.3
0.4
0.5
0.6
Anchor
1.7
1.3
1.1
0.6
Colgate Extra Clean
0.4
0.4
0.3
0.4
Colgate Navigator
0.4
0.4
0.4
0.4
Oral-B Pro Expert
0.2
0.2
AM PM
0.1
0.1
0.1
0.1
Close-Up
Hindustan Lever Ltd
Others
Others
16.9
18.4
17.3
16.9
Total
Total
100.0 100.0 100.0 100.0
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2011-2014

% retail value rsp
Company
2011
2012
2013
2014
Listerine
72.6
70.8
68.2
68.6
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02/08/15 11:36 am
Colgate Plax
16.1
17.3
17.6
17.9
AM PM Mouthwash
6.7
6.0
5.2
4.2
Pepsodent Fresh Mint

Listerine
2.3
2.1
Pfizer Ltd
Others
Others
4.6
6.0
6.7
7.3
Total
Total
100.0
100.0
100.0
100.0
Table 9 LBN Brand Shares of Toothpaste: % Value 2011-2014

% retail value rsp
Company
2011
2012
2013
2014
Colgate Dental Cream
27.9
26.3
25.4
25.8
Close-Up
12.3
11.1
9.3
8.2
Pepsodent
9.5
8.9
8.2
7.4
Babool
Dabur India Ltd
5.2
5.1
5.0
5.0
Colgate Active Salt
3.2
4.4
4.7
4.9
Colgate Cibaca
5.7
5.2
4.8
4.7
Colgate Tooth Powder
5.5
5.3
4.1
4.1
Colgate Sensitive Pro Relief
0.0
0.7
3.0
3.3
Dabur Red Toothpaste
Dabur India Ltd
3.4
3.2
3.0
3.0
Sensodyne
GlaxoSmithKline Consumer Healthcare
0.5
1.6
2.4
2.8
3.4
3.0
2.7
2.7
1.5
2.4
Ltd
Dabur Lal Dant Manjan
Dabur India Ltd
Colgate Visible White
Glister
2.5
2.6
2.6
2.3
Colgate Herbal
1.5
1.4
1.4
1.7
Meswak
Dabur India Ltd
1.5
1.6
1.6
1.6
Himalaya Dental Crme
1.6
1.6
Colgate Total
1.7
1.5
1.5
1.5
Promise
Dabur India Ltd
1.3
1.3
1.1
1.2
Close-Up Diamond
1.1
Attraction
Anchor
2.1
1.6
1.3
0.7
Oral-B Pro Expert
0.2
0.2
Close-Up
Hindustan Lever Ltd
Pepsodent
Hindustan Lever Ltd
Others
Others
Total
Total
12.9
15.0
14.4
14.0
100.0 100.0 100.0 100.0
Table 10 Forecast Sales of Oral Care by Category: Value 2014-2019

INR million
2014
2015
2016
2017
2018
2019
Dental Floss
128.7
156.2
188.5
220.4
251.8
283.3
Denture Care
Mouth Fresheners
3,057.2
3,826.3
4,723.4
5,670.8
6,630.3
7,568.3
Toothbrushes
15,765.2 16,126.7
16,527.4
17,017.4
17,560.6
18,098.1
Toothpaste
75,017.1 77,167.7
79,726.0
83,285.4
87,230.5
91,253.2
Oral Care
93,968.2 97,276.9
101,165.3
106,194.0 111,673.3
117,203.0
Tooth Whiteners
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2014-2019

% constant value growth
2014/2015
2014-19 CAGR
2014/19 TOTAL
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Dental Floss
12.5
17.1
120.1
Denture Care
Mouth Fresheners
14.1
19.9
147.6
Toothbrushes
3.1
2.8
14.8
Toothpaste
4.6
4.0
21.6
Oral Care
5.0
4.5
24.7
Tooth Whiteners
Table 12 Forecast Sales of Toothbrushes by Category: Value 2014-2019

INR million
Manual Toothbrushes
2014
2015
2016
2017
2018
2019
15,765.2 16,126.7 16,527.4 17,017.4 17,560.6 18,098.1
-- Battery Toothbrush Replacement

Heads
-- Electric Toothbrush Replacement
Heads
Toothbrushes
15,765.2 16,126.7 16,527.4 17,017.4 17,560.6 18,098.1
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2014-2019

% constant value growth
2014/2015
2014-19 CAGR
2014/19 TOTAL
Manual Toothbrushes
3.1
2.8
14.8
-- Battery Toothbrush Replacement Heads
-- Electric Toothbrush Replacement Heads
3.1
2.8
14.8
Toothbrushes
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Oral Care in India