India Toothbrush Market Report – 2020: Ken-Research

The domestic toothbrush segment has grown considerably over the past five years. The overall toothbrush market stood at INR ~ million in FY’2015 and registered a double digit CAGR of ~% over the period FY’2010-FY’2015. The growth in the toothbrush market was primarily observed due to considerable rise in hygiene awareness, increasing toothbrush penetration level amongst masses, surging expenditure on oral care products, and growing advertisement of toothbrushes in the country by the market players.

The growth of India toothbrush market has been majorly driven by the availability of toothbrushes at affordable prices for people of all income levels. Toothbrushes are available for as low as INR 10 which makes it viable for everyone to purchase them. Changing lifestyles leading to increased consumption of junk food, soft drinks and sweets, the problems of toothache, decays in milk teeth and newly erupted permanent

teeth have become common. Rising oral problems have therefore induced the need to brush twice a day in order to prevent further problems.A number of campaigns have been organized by dental clinics and oral care companies in the country to spread oral health and hygiene awareness. Further, in order to cater the changing oral care needs of different individuals and to capture a greater market share, oral care companies have been developing specialized products.

India toothbrush market is segregated into two major segments comprising of manual and battery operated toothbrushes. In India, the manual toothbrushes have been the leading segment and contributed to nearly ~% to the total volume sales of toothbrush in India during FY’2015. The reason for the dominance of manual toothbrushes is due to their low price. Further, the complexity involved into the usage of electric toothbrush has led the population to use manual toothbrush. The domestic production of toothbrushes has been able to meet the local demand and therefore India imports a very trivial amount of toothbrushes from other countries.

It has been analyzed that in FY’2015 only a minor ~% of the domestic toothbrush sales value was derived from imports, whereas a dominant ~% of the market revenue was generated through domestic production. Toothbrushes in India are primarily demanded through two different population groups i.e. Adult and Kids. Adult toothbrushes have dominated the market with ~% of the market share whereas; kid’s toothbrushes held ~% share in the overall toothbrush market in FY’2015. A large proportion of the Indian population at present is under the age group of 15 years to 64 years.

Furthermore, adults are likely to have more oral problems due to which manufacturers have laid more emphasis on specialized products meant for adults. Out of the total toothbrushes sold in India, a dominant ~% of the share is occupied by medium bristled toothbrushes. Despite only ~% of the Indian population residing in tier I cities including Delhi, Mumbai, Kolkata and others, these cities have together contributed nearly ~% of the sales revenue of India toothbrush market during FY’2015. The penetration of toothbrush in tier I cities is the highest.

The India toothbrush market has been dominated by major multinational oral care companies such as Colgate Palmolive, P&G and GSK. Together these players have controlled a share of ~% in the volume sales of toothbrushes during FY’2015. Colgate-Palmolive has remained as the market leader holding its volume share of ~% in FY’2015. The company has widespread products for toothbrushes at all price levels and caters to consumers across all income categories.

P&G has been the second largest player in the Indian toothbrush market with a share of approximately 30.5% in terms of volume sales. Its oral care brand Oral-B has been able to gain popularity in the Indian market on account of its wide variety of products suitable for every consumer’s needs. Ajay has also been considered as one amongst the leading companies in the Indian toothbrush market which has been present in the market for over 30 years. During the year FY’2015, the company sold nearly ~ million units of toothbrushes in India and controlled a volume share of ~%.

The increasing awareness about oral care and the introduction of innovative oral care products in the recent years has amplified the demand for oral healthcare products such as toothbrushes in the country. Over the past few years, the value chain has witnessed emergence of additional channels including the modern retail and online platforms in the recent years that has helped several players to reach out to their consumer base in an effective manner.

A typical value chain for manufacturing toothbrush starts with the procurement of raw materials. Companies procure raw materials domestically as well as from Germany, Italy, Ireland and other nations. Toothbrush along with other oral care products such as toothpaste, toothpowder and many other products are manufactured in the same unit. It has been observed that production facilities in India are usually scattered across all major regions for efficient distribution of products.

After the product is finally produced and passing through several quality checks, it goes to storage which is commonly known as depot. Depot is mini distribution centre from where the final products are distributed to the wholesalers across the country which in turn supplies the final product to the dealers. The next step in the distribution process involves retail trade which includes the traditional unorganized retail, modern trade covering hypermarkets and supermarkets as well as online retail platforms.

Traditionally, the Indian market for has been predominantly catered by the unorganized retail segment which includes conventional mom and pop stores, general stores, corner shops and other small retail outlets. In case of toothbrushes, nearly ~% of the sales were channeled through unorganized retail in FY’2015. It was observed that majority of the consumers preferred buying toothbrushes from the nearest pharmacy stores or general stores mainly because such shops are usually located in the vicinity. Further, ~% of the sales of toothbrushes in India were directed from organized retail formats such as hypermarkets and supermarkets.

With the growth of middle class consumers, increase in the number of working women as well as availability of branded products at reasonable prices, consumers have been opting for shopping from supermarkets and hypermarkets. Despite a sharp growth of ~% growth of the Indian e-commerce sector during the period FY’2012-FY’2015, the share of online sales in the toothbrush market has been quite low. Online retail channel contributed to only ~% of the share of toothbrush sales in FY’2015

Source: https://www.kenresearch.com/consumer-products-and-retail/cosmetics-and-personal-care/india-toothbrush-market-research-report/5556-95.html

 Contact: Ken ResearchAnkur Gupta, Head Marketing & CommunicationsAnkur@kenresearch.com+91-9015378249

Website: www.kenresearch.com

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