India Oral Care Market Analysis

India Oral Care Market Executive Summary

India's oral care market was valued at $641 Mn in 2022 and is estimated to expand at a CAGR of 9.2% from 2022 to 2030 and will reach $1295 Mn in 2030. The oral care market in India is a large and rapidly growing market, driven by factors such as increasing awareness of oral hygiene, rising disposable incomes, and the growing prevalence of dental diseases. The toothpaste segment is the largest segment of the oral care market in India, accounting for more than 60% of the total market share. The toothbrush segment is the second-largest segment, followed by mouthwash and dental floss.

In India, approximately 85% to 90% of adults and 60 to 80% of children have dental cavities. Furthermore, approximately 30% of children have misaligned jaws and teeth. More than half of Indians with dental health problems seek treatment or advice from someone other than dentists, such as chemists. 51% of Indians wash their teeth with a toothbrush and toothpaste.

Market Dynamics

Market Growth Drivers

The growing awareness of the importance of oral hygiene and dental health is driving demand for oral care products in India. According to a survey by the Indian Dental Association, only 50% of the Indian population brushes their teeth twice a day. This presents a significant opportunity for companies in the oral care market to increase their customer base. The increasing disposable incomes of the Indian middle class are driving demand for premium oral care products. According to the World Bank, India's per capita income increased from $1,670 in 2010 to $2,020 in 2020. This has led to a growing demand for higher-quality oral care products and services. The growing prevalence of dental diseases in India, such as tooth decay and gum disease, is driving demand for oral care products and services.

According to a report by the Indian Council of Medical Research, dental diseases affect more than 80% of the Indian population. The increasing urbanization of India is also driving demand for oral care products and services. According to the United Nations, the urban population in India is expected to grow from 34% in 2018 to 56% by 2050. Urban areas have higher levels of awareness of oral hygiene and access to dental services, driving demand for oral care products and services. The Indian government has launched several initiatives to promote oral hygiene and improve access to dental care. For example, the National Oral Health Program was launched in 2014 to improve the oral health of the Indian population. Such initiatives are expected to drive demand for oral care products and services.

Market Restraints

Price sensitivity is a major challenge for companies in the Indian oral care market, as a large percentage of the population is price-sensitive. According to a report by Nielsen, 60% of Indian consumers are willing to pay only INR 10-20 (approximately USD 0.13-0.27) for toothpaste. This has led to intense competition in the market and a focus on low-cost products. The Indian oral care market is highly competitive, with both international and local players vying for market share. Local players often have a better understanding of local market needs and can offer products at lower prices, posing a challenge for international companies. The oral care market in India is largely unregulated, which can lead to concerns about the safety and efficacy of products.

According to a study by the Indian Dental Association, up to 90% of dental products sold in India may not meet basic quality standards. While the awareness of oral hygiene is growing in India, there is still limited awareness of specialized oral care products, such as those for whitening, sensitivity, or gum health. This presents a challenge for companies looking to introduce new and innovative products in the market. Furthermore, the frequency of oral health disorders in India is due to a lack of understanding of the importance of dental health. Dental cavities and periodontal disease are among the difficulties, as is the unequal distribution of oral healthcare workers. Regular dental appointments can help with a variety of dental health issues. Yet, because 72% of Indians live in villages, many are unable to receive adequate care.

Competitive Landscape

Key Players

• Dabur India
•  Patanjali Ayurved
•  Colgate-Palmolive
•  Himalaya Wellness
•  Vicco Laboratories
•  Procter & Gamble
•  Baidyanath Ayurveda
•  Unilever

Healthcare Policies and Regulatory Landscape

The healthcare policy and regulatory framework in India for the oral care market is governed by several laws and regulations:

1. The Drugs and Cosmetics Act, 1940 regulates the manufacture, sale, and distribution of drugs and cosmetics in India, including oral care products. The act requires manufacturers to obtain a license to produce and sell products and sets standards for product quality and safety
2. The Food Safety and Standards Act, 2006 act regulates food safety and sets standards for food products, including food additives. This act also regulates oral care products that contain food additives or other ingredients that may be harmful to consumers
3. The Bureau of Indian Standards is a national standards body that sets standards for various products, including oral care products. Manufacturers of oral care products must comply with the standards set by the Bureau of Indian Standards. The National Oral Health Policy was launched in 2016 to improve oral health in India. The policy aims to promote awareness of oral hygiene and improve access to dental care in the country
4. The Dental Council of India is the regulatory body for dental education and practice in India. The council sets standards for dental education and practice and is responsible for accrediting dental colleges and practitioners

Reimbursement Scenario

In India, there is no specific reimbursement policy or system for oral care treatments. The majority of oral care treatments are paid for out-of-pocket by patients or covered by private health insurance plans. However, some government health insurance schemes do provide coverage for certain dental procedures, such as root canal treatments and extractions, under certain conditions. For example, the Rashtriya Swasthya Bima Yojana (RSBY) is a government-sponsored health insurance scheme for Below Poverty Line (BPL) families, which covers the cost of hospitalization and select medical procedures, including some dental procedures.