ORAL CARE IN INDIA

Euromonitor International
July 2014

ORA L CA RE I N I NDI A P a s s p o r t I
E u r o mo n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1 Sales of Oral Care by Category: Value 2008-2013 ...................................... 3
Table 2 Sales of Oral Care by Category: % Value Growth 2008-2013 ...................... 3
Table 3 Sales of Toothbrushes by Category: Value 2008-2013 ................................ 3
Table 4 Sales of Toothbrushes by Category: % Value Growth 2008-2013 ............... 4
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2009-2013 ................... 4
Table 6 NBO Company Shares of Oral Care: % Value 2009-2013 ........................... 4
Table 7 LBN Brand Shares of Oral Care: % Value 2010-2013.................................. 5
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2010-
2013 ............................................................................................................. 6
Table 9 LBN Brand Shares of Toothpaste: % Value 2010-2013 ............................... 6
Table 10 Forecast Sales of Oral Care by Category: Value 2013-2018 ....................... 7
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2013-2018 ....... 7
Table 12 Forecast Sales of Toothbrushes by Category: Value 2013-2018 ................. 8
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2013-
2018 ............................................................................................................. 8


ORA L CA RE I N I NDI A P a s s p o r t 1
E u r o mo n i t o r I n t e r n a t i o n a l
ORAL CARE IN INDIA


HEADLINES
Oral care sees value growth of 15% to reach INR83.5 billion in 2013
New product launches and increase in penetration in rural India aids value and volume growth
Toothpaste continues to be the biggest category with 80% value share of oral care and
mouthwashes/dental rinses has the highest value growth of 44% in 2013
The average unit price increases due to inflation and rising raw material prices
Colgate-Palmolive India Ltd continues to lead with 46% value share
Oral care is expected to have a value CAGR of 9% at constant 2013 prices to reach INR131.0
billion by 2018


TRENDS
Companies continued to focus on toothpaste with additional benefits such as sensitivity
protection, whitening and gum care to strengthen and expand their position in the market. For
example, Colgate-Palmolive India Ltd launched Colgate Total Pro Gum Health Toothpaste in
January 2013 for gum care and Colgate Visible White in April 2013 for whitening of teeth.
Oral care saw value growth of 15% in 2013 compared to 14% in 2012 due to increasing
penetration in rural India and upward mobility of urban consumers.
Sensitivity was a main theme to attract urban customers. This toothpaste also had a higher
price than average toothpastes. Sensitive toothpaste gained popularity as more than 30% of
Indian population suffers from sensitivity according to published sources.
Mouthwashes/dental rinses witnessed the highest value growth of 44% in 2013 as urban
consumers used it for better protection and included it in their dental hygiene routine, although
it remained nascent in India.
Toothbrushes did not see many developments in 2013 mainly because Indian consumers
were not very discerning about the products. Only Colgate-Palmolive India Ltd launched a
toothbrush named Slim Soft with thin bristles which is claimed to clean teeth better. The
average Indian does not change toothbrushes frequently, with low per unit annual
consumption.
Market size for power toothbrushes remained negligible in 2013 primarily due to its high
prices and India being a price-sensitive market. Companies did not market power
toothbrushes due to the low market size.
Dental floss remained very small in India in 2013, and there were no marketing efforts by
companies to promote it.
Traditional white toothpaste, which was dominant in India for decades, lost share in recent
years and constituted 47% of total toothpaste value sales in 2013. Sensitive toothpaste grew
fastest and had 9% value share in 2013 compared to 4% in 2012. Whitening toothpaste also
grew rapidly by 38% in value sales in 2013.
Celebrity endorsement was the dominant method of oral care promotions in 2013. Colgate-
Palmolive India Ltd used Bollywood celebrities like Kareena Kapoor and Sonam Kapoor for its
brands Active Salt and Visible White respectively. At the same time, Procter & Gamble Home
Products Ltd used leading Bollywood celebrity Madhuri Dixit Nene for the launch and
promotion of its Oral B toothpaste.
ORA L CA RE I N I NDI A P a s s p o r t 2
E u r o mo n i t o r I n t e r n a t i o n a l
Pepsodent by Hindustan Unilever Ltd used comparative advertising with Colgate brand where
Pepsodent was shown to have better protection from germs than Colgate toothpaste.
Oral care products were mainly sold through independent small grocers which accounted for
51% of total oral care sales. Sales through hypermarkets and supermarkets continued to
increase and reached 11% and 8% respectively. Direct selling saw a decline to 3% of total
oral care sales because most brands were available across all retail channels and Glister
from Amway India Enterprises Pvt Ltd was the only toothpaste brand which was sold through
direct selling in India.


COMPETITIVE LANDSCAPE
In 2013, Colgate-Palmolive India Ltd continued to lead with 46% value share because of the
strong presence of its Colgate brands in rural India along with urban India. The company
commands high value share of 48% in toothpaste and 41% in toothbrushes. In 2013, Colgate-
Palmolive India Ltd launched Slim Soft, a toothbrush with thin bristles in the second quarter of
2013 on a value proposition of better cleaning. The brand was priced higher at INR50 per unit
compared to the average of INR33 per unit in 2013.
GlaxoSmithKline Consumer Healthcare Ltd saw the fastest value growth in oral care and had
4% value share compared to 2% in 2012. Its brand Sensodyne helped the company to re-
establish itself in oral care segment. The Aquafresh brand from GlaxoSmithKline Consumer
Healthcare Ltd failed to perform and was phased out.
The Himalaya Drug Co re-entered toothpaste with four variants: Sensitive, Active Fresh Gel,
Sparkling White and Complete care in Jan 2013. Its earlier toothpaste brand Himalaya Dental
Cream did not perform well and was phased out.
International companies such as Colgate-Palmolive India Ltd and Hindustan Unilever Ltd
continued to dominate oral care in India due to their long-standing presence and strong
distribution network. Domestic company Dabur India Ltd was in third position in terms of value
share.
Braun Oral-B brand from Procter & Gamble Home Products Ltd was extended to toothpaste.
The launch was supported by frequent TV commercials, celebrity endorsement and strong
shelf space in hypermarkets. Braun Oral-B toothpaste was aimed at total mouth protection.
Private label toothpaste Sach by Big Bazaar performed well as it was priced lower than
market price and shared the same shelf as other brands.


PROSPECTS
Oral care is expected to grow at a value CAGR of 9% at constant 2013 prices over the
forecast period to reach INR131.0 billion by 2018. The reasons for the growth include
increasing awareness of oral care products, increasing penetration in rural market and
expanding product portfolio of leading companies. Companies operating in oral care are trying
to increase awareness by educating consumers about good dental hygiene via TV
advertisements as well as urging them to brush twice a day.
Sensitive and whitening toothpastes are expected to perform well as they are well received in
the market and there is a huge unexploited potential.
Mouthwashes/dental rinses is expected to grow at a value CAGR of 29% at constant 2013
prices during the forecast period. it is expected to see the launch of new variants of brands
such as Colgate Plax, Pepsodent and Listerine.
ORA L CA RE I N I NDI A P a s s p o r t 3
E u r o mo n i t o r I n t e r n a t i o n a l
Braun Oral-B toothpaste is expected to see a higher market share directly competing against
Colgate as it is priced competitively and marketed aggressively.
Hindustan Unilever Ltd launched Pepsodent Mouthwash in the last quarter of 2012 with the
value proposition of First Non-Alcoholic herbal mouthwash. Although the market for
mouthwashes/dental rinses is still low in India, it saw value growth of 44% in 2013.
Power toothbrushes and dental floss are expected to remain small during the forecast period
as there were no marketing efforts by companies to promote them.


CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2008-2013

INR million
2008 2009 2010 2011 2012 2013

Dental Floss - - - 52.0 70.8 95.9
Denture Care - - - - - -
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 133.8 409.4 696.9 1,079.7 1,550.4 2,231.1
Tooth Whiteners - - - - - -
Toothbrushes 7,836.3 8,811.5 9,922.8 11,186.7 12,626.2 14,268.5
Toothpaste 38,256.7 40,897.1 44,794.7 50,977.7 58,127.2 66,854.3
Oral Care 46,226.8 50,117.9 55,414.5 63,296.1 72,374.6 83,449.8
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 2008-2013

% current value growth
2012/13 2008-13 CAGR 2008/13 Total

Dental Floss 35.5 - -
Denture Care - - -
Mouth Fresheners - - -
Mouthwashes/Dental Rinses 43.9 75.6 1,567.5
Tooth Whiteners - - -
Toothbrushes 13.0 12.7 82.1
Toothpaste 15.0 11.8 74.8
Oral Care 15.3 12.5 80.5
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 3 Sales of Toothbrushes by Category: Value 2008-2013

INR million
2008 2009 2010 2011 2012 2013

Manual Toothbrushes 7,836.3 8,811.5 9,922.8 11,186.7 12,626.2 14,268.5
Power Toothbrushes - - - - - -
- Battery Toothbrushes - - - - - -
-- Battery Toothbrush - - - - - -
ORA L CA RE I N I NDI A P a s s p o r t 4
E u r o mo n i t o r I n t e r n a t i o n a l
Replacement Heads
-- Battery Toothbrush - - - - - -
Units
- Electric Toothbrushes - - - - - -
-- Electric Toothbrush - - - - - -
Replacement Heads
-- Electric Toothbrush - - - - - -
Units
Toothbrushes 7,836.3 8,811.5 9,922.8 11,186.7 12,626.2 14,268.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 4 Sales of Toothbrushes by Category: % Value Growth 2008-2013

% current value growth
2012/13 2008-13 CAGR 2008/13 Total

Manual Toothbrushes 13.0 12.7 82.1
Power Toothbrushes - - -
- Battery Toothbrushes - - -
-- Battery Toothbrush Replacement Heads - - -
-- Battery Toothbrush Units - - -
- Electric Toothbrushes - - -
-- Electric Toothbrush Replacement Heads - - -
-- Electric Toothbrush Units - - -
Toothbrushes 13.0 12.7 82.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 5 Sales of Toothpaste by Type: % Value Breakdown 2009-2013

% retail value rsp
2009 2010 2011 2012 2013

Acid Wear/Enamel 2.7 2.4 2.4 2.3 1.8
Strengthening
Children's 1.6 2.0 2.2 2.6 2.7
Fresh Breath 14.2 13.4 12.3 11.1 9.5
Gum Health 3.2 3.0 3.0 2.9 2.6
Sensitive 0.6 0.6 1.6 4.4 8.6
Total Care/Complete Care 19.8 20.0 20.0 19.4 19.2
Traditional/Standard/ 53.6 53.1 52.3 49.7 46.6
Basic
Whitening 4.4 5.5 6.2 7.6 9.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 6 NBO Company Shares of Oral Care: % Value 2009-2013

% retail value rsp
Company 2009 2010 2011 2012 2013

Colgate-Palmolive India 44.6 45.3 44.7 44.6 46.1
Ltd
ORA L CA RE I N I NDI A P a s s p o r t 5
E u r o mo n i t o r I n t e r n a t i o n a l
Hindustan Unilever Ltd 22.6 22.2 21.6 21.3 19.7
Dabur India Ltd 11.3 11.7 11.9 11.3 10.8
Gillette India Ltd 3.9 4.3 4.5 4.6 4.7
GlaxoSmithKline - - 0.7 2.2 3.5
Consumer Healthcare Ltd
Amway India Enterprises 2.6 2.7 2.9 3.0 2.9
Pvt Ltd
Johnson & Johnson 0.7 1.0 1.2 1.5 1.8
(India) Ltd
Himalaya Drug Co, The - - - - 1.3
Anchor Health & Beauty 2.5 2.0 1.7 1.3 1.1
Care Pvt Ltd
Procter & Gamble Home - - - 0.0 0.2
Products Ltd
Elder Health Care Ltd 0.1 0.1 0.1 0.1 0.1
Hindustan Lever Ltd - - - - -
Pfizer Ltd - - - - -
Balsara Hygiene - - - - -
Products Ltd
Others 11.8 10.7 10.7 10.0 7.9
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 7 LBN Brand Shares of Oral Care: % Value 2010-2013

% retail value rsp
Brand Company 2010 2011 2012 2013

Colgate Colgate-Palmolive India 27.3 26.9 25.4 23.7
Ltd
Pepsodent Hindustan Unilever Ltd 9.4 9.2 8.7 8.0
Close-Up Hindustan Unilever Ltd 10.8 9.9 8.9 7.7
Braun Oral-B Gillette India Ltd 4.3 4.5 4.6 4.7
Colgate Cibaca Colgate-Palmolive India 5.5 5.2 4.8 4.4
Ltd
Babool Dabur India Ltd 4.0 4.2 4.1 4.0
Colgate Active Salt Colgate-Palmolive India 2.1 2.6 3.5 3.8
Ltd
Sensodyne GlaxoSmithKline - 0.7 2.2 3.5
Consumer Healthcare Ltd
Dabur Red Toothpaste Dabur India Ltd 2.7 2.7 2.6 2.4
Colgate Sensitive Colgate-Palmolive India - 0.0 0.6 2.4
Pro Relief Ltd
Dabur Lal Dant Manjan Dabur India Ltd 2.9 2.7 2.4 2.2
Glister Amway India Enterprises 1.9 2.0 2.1 2.1
Pvt Ltd
Listerine Johnson & Johnson 1.0 1.2 1.5 1.8
(India) Ltd
Colgate Flexible Colgate-Palmolive India 1.7 1.6 1.7 1.7
Ltd
Colgate ZigZag Colgate-Palmolive India 1.5 1.4 1.4 1.4
Ltd
Meswak Dabur India Ltd 1.1 1.2 1.3 1.3
Himalaya Dental Crme Himalaya Drug Co, The - - - 1.3
Colgate Total Colgate-Palmolive India 1.5 1.3 1.2 1.2
Ltd
Colgate Visible White Colgate-Palmolive India - - - 1.2
Ltd
ORA L CA RE I N I NDI A P a s s p o r t 6
E u r o mo n i t o r I n t e r n a t i o n a l
Colgate Herbal Colgate-Palmolive India 1.1 1.2 1.2 1.1
Ltd
Anchor Anchor Health & Beauty 2.0 1.7 1.3 1.1
Care Pvt Ltd
Promise Dabur India Ltd 1.0 1.0 1.0 0.9
Amway Persona Amway India Enterprises 0.8 0.8 0.9 0.8
Pvt Ltd
Colgate Plax Colgate-Palmolive India 0.2 0.3 0.4 0.5
Ltd
Colgate Navigator Colgate-Palmolive India 0.5 0.4 0.4 0.4
Ltd
Colgate Extra Clean Colgate-Palmolive India 0.4 0.4 0.4 0.3
Ltd
Oral-B Pro Expert Procter & Gamble Home - - - 0.2
Products Ltd
AM PM Elder Health Care Ltd 0.1 0.1 0.1 0.1
Babool Balsara Hygiene - - - -
Products Ltd
Aquafresh GlaxoSmithKline - - - -
Consumer Healthcare Ltd
Others 16.2 16.6 17.4 15.9
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2010-2013

% retail value rsp
Brand Company 2010 2011 2012 2013

Listerine Johnson & Johnson 76.0 72.6 70.8 66.4
(India) Ltd
Colgate Plax Colgate-Palmolive India 12.1 16.1 17.3 17.6
Ltd
AM PM Mouthwash Elder Health Care Ltd 7.6 6.7 6.0 5.2
Pepsodent Fresh Mint Hindustan Unilever Ltd - - - 2.3
Listerine Pfizer Ltd - - - -
Others 4.3 4.6 6.0 8.5
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 9 LBN Brand Shares of Toothpaste: % Value 2010-2013

% retail value rsp
Brand Company 2010 2011 2012 2013

Colgate Dental Cream Colgate-Palmolive India 28.1 27.9 26.3 25.4
Ltd
Close-Up Hindustan Unilever Ltd 13.4 12.3 11.1 9.3
Pepsodent Hindustan Unilever Ltd 9.7 9.5 8.9 8.2
Babool Dabur India Ltd 4.9 5.2 5.1 5.0
Colgate Cibaca Colgate-Palmolive India 5.9 5.7 5.2 4.8
Ltd
Colgate Active Salt Colgate-Palmolive India 2.6 3.2 4.4 4.7
Ltd
Sensodyne GlaxoSmithKline - 0.9 2.8 4.3
ORA L CA RE I N I NDI A P a s s p o r t 7
E u r o mo n i t o r I n t e r n a t i o n a l
Consumer Healthcare Ltd
Colgate Tooth Powder Colgate-Palmolive India 5.7 5.5 5.3 4.1
Ltd
Dabur Red Toothpaste Dabur India Ltd 3.3 3.4 3.2 3.0
Colgate Sensitive Colgate-Palmolive India - 0.0 0.7 3.0
Pro Relief Ltd
Dabur Lal Dant Manjan Dabur India Ltd 3.6 3.4 3.0 2.7
Glister Amway India Enterprises 2.4 2.5 2.6 2.6
Pvt Ltd
Meswak Dabur India Ltd 1.4 1.5 1.6 1.6
Himalaya Dental Crme Himalaya Drug Co, The - - - 1.6
Colgate Total Colgate-Palmolive India 1.9 1.7 1.5 1.5
Ltd
Colgate Visible White Colgate-Palmolive India - - - 1.5
Ltd
Colgate Herbal Colgate-Palmolive India 1.4 1.5 1.4 1.4
Ltd
Anchor Anchor Health & Beauty 2.5 2.1 1.6 1.3
Care Pvt Ltd
Promise Dabur India Ltd 1.3 1.3 1.3 1.1
Oral-B Pro Expert Procter & Gamble Home - - - 0.2
Products Ltd
Babool Balsara Hygiene - - - -
Products Ltd
Meswak Balsara Hygiene - - - -
Products Ltd
Close-Up Hindustan Lever Ltd - - - -
Pepsodent Hindustan Lever Ltd - - - -
Others 11.9 12.5 13.8 12.6
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 10 Forecast Sales of Oral Care by Category: Value 2013-2018

INR million
2013 2014 2015 2016 2017 2018

Dental Floss 95.9 117.6 145.3 179.2 222.2 276.2
Denture Care - - - - - -
Mouth Fresheners - - - - - -
Mouthwashes/Dental Rinses 2,231.1 2,891.2 3,735.7 4,832.9 6,254.5 8,102.9
Tooth Whiteners - - - - - -
Toothbrushes 14,268.5 14,693.0 15,159.1 15,735.9 16,428.3 17,214.3
Toothpaste 66,854.3 70,225.0 75,893.6 84,110.9 94,109.1 105,392.7
Oral Care 83,449.8 87,926.9 94,933.6 104,858.8 117,014.1 130,986.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Oral Care total excludes the category total for manual and power toothbrushes


Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2013-2018

% constant value growth
2013-18 CAGR 2013/18 TOTAL

Dental Floss 23.6 188.0
Denture Care - -
ORA L CA RE I N I NDI A P a s s p o r t 8
E u r o mo n i t o r I n t e r n a t i o n a l
Mouth Fresheners - -
Mouthwashes/Dental Rinses 29.4 263.2
Tooth Whiteners - -
Toothbrushes 3.8 20.6
Toothpaste 9.5 57.6
Oral Care 9.4 57.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Oral Care total excludes the category total for manual and power toothbrushes


Table 12 Forecast Sales of Toothbrushes by Category: Value 2013-2018

INR million
2013 2014 2015 2016 2017 2018

Manual Toothbrushes 14,268.5 14,693.0 15,159.1 15,735.9 16,428.3 17,214.3
Power Toothbrushes - - - - - -
- Battery Toothbrushes - - - - - -
-- Battery Toothbrush - - - - - -
Replacement Heads
-- Battery Toothbrush - - - - - -
Units
- Electric Toothbrushes - - - - - -
-- Electric Toothbrush - - - - - -
Replacement Heads
-- Electric Toothbrush - - - - - -
Units
Toothbrushes 14,268.5 14,693.0 15,159.1 15,735.9 16,428.3 17,214.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2013-2018

% constant value growth
2013-18 CAGR 2013/18 TOTAL

Manual Toothbrushes 3.8 20.6
Power Toothbrushes - -
- Battery Toothbrushes - -
-- Battery Toothbrush Replacement Heads - -
-- Battery Toothbrush Units - -
- Electric Toothbrushes - -
-- Electric Toothbrush Replacement Heads - -
-- Electric Toothbrush Units - -
Toothbrushes 3.8 20.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources