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EXECUTIVE SUMMARY

The industry research publication titled ‘India Oral Care Industry Outlook to 2018 – Driven by Premiumization of Toothpaste and Mouthwashes’ presents a comprehensive analysis of market size by value of oral care products in India. The report entails the market share analysis and company profiles of major players in the toothpaste, toothbrush, mouthwash and other oral care products market. The future analysis and segmentation of oral care products (toothpaste, toothpowder, toothbrush, mouthwash, dental floss and oral care chewing gum) have also been discussed.

Indian oral care industry, over the last few years, has been one of the fast growing FMCG sectors. The oral care industry is segmented into five categories which include toothpaste, toothbrush, toothpowder, mouthwashes; others oral care products such as dental flosses and oral care chewing gum. The overall market for Indian oral care products has grown at CAGR of 14.4% during FY’2008-FY’2013. The growth in the industry is driven by rising disposable income, change in consumer lifestyle, entry of international players in the market and introduction of new product categories in toothpaste, toothbrush and mouthwashes. On the account of these factors, the oral care industry witnessed revenue worth INR ~ million in FY’2013, which increased from INR ~ million in FY’2008.
The oral care industry in India has been largely dominated by the toothpaste segment, which contributed around ~% share in the overall revenue of the industry in FY’2013. Toothbrush is the second largest oral care products segment in the industry after toothpaste and majorly including products such as manual and electric toothbrushes. The share of toothbrushes in the total oral care market reported ~% in FY’2013. The toothbrush market in the country has grown at a CAGR of ~% during the period FY’2008-FY’2013. Colgate India has maintained its strong presence in the domestic toothbrush market for past many decades with a maximum share of ~% in FY’2013.

Toothpowder category, on the other hand has demurred in the industry and in FY’2013. The decline in the toothpowder market revenue was mainly due to change in the consumer tastes and preferences towards easy to use oral care products in the market. Further, the mouthwashes segment has showcased high growth expansion in the Indian market. At present, the penetration percentage of mouthwashes is also in the single digit. The major players in the mouthwashes market are focusing on advance oral problem solution for the consumer in the market. For instance, Sensitive mouthwashes are offered by Colgate Palmolive India to address sensitive teeth.

The long term growth potential of the industry remains optimistic of oral care products. Increasing disposable earnings, growing lower and upper middle class, incline in the population demography, rising oral awareness, convenient oral care products, growing distribution chain and logistics storage, increasing toothpaste penetration, development in oral care solution segments and others are some of the factors expected to drive the industry’s growth in the next five years.

The overall oral care industry in India is expected to grow significantly at a CAGR of 13.9% in the forecasted period of FY’2014-FY’2018. The oral care market in India is estimated to witness revenue worth INR ~ million by FY’2018 which will grow from INR ~ million in FY’2013.

KEY TOPICS COVERED IN THE REPORT

- Introduction and market size of India oral care industry in terms of value in the last five years, FY’2008-FY’2013
- Export and import market for oral care products
- Oral Care market segmentation by toothpaste, toothbrush, toothpowder, mouthwashes and others oral care products
- India oral care industry value chain
- Trends and developments in the oral care market in India
- Major oral associations, government policy and regulations in the India oral care industry
- Company profiles of the major players operating in the oral care industry (Colgate Palmolive India, Hindustan Unilever, Dabur, Procter & Gamble Gillette India)
- Market share of the major players in Indian oral care industry FY’2013
- Market share of the major players in toothpaste, toothbrush, toothpowder, mouthwashes and others oral care products market, FY’2013
- Future outlook and projections of the oral care industry of India and by segmentation in terms of value in the next five years, FY’2014-FY’2018
- Macro-economic factors of India oral care industry

Table Of Contents

India Oral Care Industry Outlook to 2018 - Driven by Premiumization of Toothpaste and Mouthwashes
TABLE OF CONTENTS

1. India Oral Care Industry Introduction
2. India Oral Care Industry Value Chain
3. India Oral Care Industry Market Size by Revenue, FY'2008-FY'2013
4. Export and Import of Oral Care Products in India, FY'2008-FY'2013
4.1. Export of Oral Care Products in India, FY'2008-FY'2013
4.2. Import of Oral Care Products in India, FY'2008-FY'2013
5. India Oral Care Industry Segmentation, FY'2008-FY'2013
5.1. By Product Categories, FY'2008-FY'2013
5.2. India Toothpaste Market Introduction
5.2.1. India Toothpaste Market Size by Revenue, FY'2008-FY'2013
5.2.2. India Toothpaste Market Segmentation, FY'2012- FY'2013
5.2.2.1. By Price Categories, FY'2012-FY'2013
5.2.2.2. By Product Categories, FY'2013
5.2.3. Market Share of Major Players in India Toothpaste Market, FY'2013
5.2.4. Popular Brands of Toothpaste in India: By Selling Price
5.3. India Toothbrush Market Introduction
5.3.1. India Toothbrush Market Size by Revenue, FY'2008-FY'2013
5.3.2. India Toothbrush Market Segmentation, FY'2013
5.3.2.1. By Product Categories, FY'2013
5.3.2.2. By Adults and Kids Toothbrushes Type, FY'2013
5.3.3. Market Share of Major Players in India Toothbrush Market, FY'2013
5.3.4. Popular Brands of Toothbrush in India: By Selling Price
5.4. India Toothpowder Market Introduction
5.4.1. India Toothpowder Market Size by Revenue, FY'2008-FY'2013
5.4.2. India Toothpowder Market Segmentation, FY'2013
5.4.2.1. By Types of Toothpowder: White and Colored Toothpowder, FY'2013
5.4.3. Market Share of Major Players in India Toothpowder Market, FY'2013
5.4.4. Popular Brands of Toothpowder in India: By Selling Price
5.5. India Mouthwash Market Introduction
5.5.1. India Mouthwash Market Size by Revenue, FY'2008-FY'2013
5.5.2. Market Share of Major Players in India Mouthwash Market, FY'2013
5.5.3. Popular Brands of Mouthwashes in India: By Selling Price
5.6. Others (Oral Gum and Dental floss) Market Introduction
5.6.1. Others (Oral Gum and Dental floss) Market Size By Revenue, FY'2008- FY'2013
5.6.2. Market Share of Major Players in Others (Oral Chewing Gum and dental Flosses) Market, FY'2013
5.6.3. Popular Brands of Oral Care Chewing Gum and Dental Floss in India; By Selling Price
6. India Oral Care Industry: Trends and Developments
Focus on Rural Penetration
Advent of Advanced Oral Care Products
Increasing Focus on Health
Steady demand for Toothpowder from Rural Areas
7. Government Policy and Regulations on Oral Care in India
7.1. National Oral Health Policy
7.2. Government Regulations
8. Oral Care Industry: Major Associations
9. Market Share of the Major Players in Oral Care Industry in India, FY'2013
10. Company Profiles of Major Players in India Oral Care Industry
10.1. Colgate Palmolive India
10.1.1. Company Overview
10.1.2. Business Strategy
Focus on Innovative Products
Strengthen Distribution and Visibility
Building Brand with Awareness Programs
Focus on Celebrity Endorsements
10.1.3. Financial Performance, FY'2008-FY'2013
10.2. Hindustan Unilever Limited
10.2.1. Company Overview
10.2.2. Business Strategy
10.2.3. Financial Performance, FY'2008-FY'2013
10.3. Dabur India
10.3.1. Company Overview
10.3.2. Business Strategy
10.3.3. Financial Performance, FY'2008-FY'2013
10.4. Procter and Gamble Gillette India Limited
10.4.1. Company Overview
10.4.2. Business Strategy
10.4.3. Financial Performance, FY'2008-FY'2013
11. Oral Care Industry Future Outlook and Projections, FY'2014-FY'2018
11.1. By Products Categories, FY'2014-FY'2018
11.1.1. India Toothpaste Market Future Outlook and Projections, FY'2014-FY'2018
11.1.2. India Toothbrush Market Future Outlook and Projections, FY'2014-FY'2018
11.1.3. India Toothpowder Market Future Outlook and Projections, FY'2014-FY'2018
11.1.4. India Mouthwash Market Future Outlook and Projections, FY'2014-FY'2018
11.1.5. India Others (Oral Gum and Dental floss) Market Future Outlook and Projection, FY'2014-FY'2018
11.2. Cause and Effect Relationship between Industry Factors and India Oral Care Market
12. India Oral Care Market Macro-Economic Factors
12.1. Population in India, 2008-2018
12.2. Consumer Expenditure on Medical Care and Health Services, FY'2008-FY'2018
12.3. Personal Disposable Income, FY'2008- FY'2018
12.4. Government spending on Health Care, FY'2008-FY'2018
13. Appendix
13.1. Market Definition
13.2. Abbreviations
13.3. Research Methodology
Data Collection Methods
Approach
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
13.4. Disclaimer



LIST OF FIGURES

Figure 1: Value Chain of the Indian Oral Care Industry
Figure 2: India Oral Care Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2008-FY'2013
Figure 3: Export Value of Oral Care Products in India in INR Million, FY'2008-FY'2013
Figure 4: Import Value of Oral Care Products in India in INR Million, FY'2008-FY'2013
Figure 5: India Toothpaste Market Size on the Basis of Revenue in INR Million, FY'2008-FY'2013
Figure 6: India Toothpaste Market Segmentation by Price Category (Mass, Popular and Premium) on the Basis of Contribution in Percentage (%), FY'2012-FY'2013
Figure 7: India Toothpaste Market Segmentation by Type of Product Category (Regular Whites, Gel, Sensitive, Herbal, Beauty and Whitening) on the Basis of Revenue in Percentage (%), FY'2013
Figure 8: Market Share of Major Players in India Toothpaste Market in Percentage (%), FY'2013
Figure 9: India Toothbrush Market Size on the Basis of Revenue in INR Million, FY'2008-FY'2013
Figure 10: Indian Toothbrush Market Segmentation by Manual and Electric Toothbrushes, FY'2013
Figure 11: Indian Toothbrush Market Segmentation by Adults and Kids Type Toothbrushes, FY'2013
Figure 12: Market Share of Major Players in India Toothbrush Market in Percentage (%), FY'2013
Figure 13: India Toothpowder Market Size on the Basis of Revenue in INR Million, FY'2008-FY'2013
Figure 14: India Toothpowder Market Segmentation by White and Colored Toothpowder in Percentage (%), FY'2013
Figure 15: Market Share of Major Players in India Toothpowder Market in Percentage (%), FY'2013
Figure 16: India Mouthwash Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2008-FY'2013
Figure 17: Market Share of Major Players in India Mouthwash Market on the Basis of Revenue in Percentage (%), FY'2013
Figure 18: India Others Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2008-FY'2013
Figure 19: Market Share of Major Players in India Oral Chewing Gum Market on the Basis of Revenue in Percentage (%), FY'2013
Figure 20: India Toothpaste Penetration Rate by Rural India in Percentage (%), FY'2008-FY'2012
Figure 21: India Sensitive Toothpaste Market Size on the Basis of Revenue in INR Million, FY'2011-FY'2013
Figure 22: Market Share of Major Players in India Oral Care Industry on the Basis of Revenue in Percentage (%), FY'2011-FY'2013
Figure 23: Colgate Palmolive India Limited Revenue from Oral Care Products in India in INR Million, FY'2008-FY'2013
Figure 24: Hindustan Unilever Limited Revenue from Oral Care Products in India in INR Million, FY'2011-FY'2013
Figure 25: Dabur India Limited Revenue from Oral Care Products in India in INR Million, FY'2008-FY'2013
Figure 26: Proctor and Gamble Gillette India Limited Revenue from Oral Care Products in India in INR Million, FY'2008-FY'2013
Figure 27: India Oral Care Industry Future Projections on the Basis of Revenue in INR Million, FY'2014-FY'2018
Figure 28: India Toothpaste Market Future Projections on the Basis of Revenue in INR Million, FY'2014-FY'2018
Figure 29: Toothpaste Consumption in India in Gram per Year, FY'2008-FY'2013
Figure 30: India Toothpaste Penetration Rate by Urban and Rural India in Percentage (%), FY'2008-FY'2012
Figure 31: India Toothpaste Per Capita Consumption vs. Comparison across the World in Grams per Year, FY'2013
Figure 32: Indian versus World Comparison on the Basis of Brushing Twice a Day, FY'2013
Figure 33: India Toothbrush Market Future Projections on the Basis of Revenue in INR Million, FY'2014-FY'2018
Figure 34: India Toothpowder Market Future Projections on the Basis of Revenue in INR million, FY'2014-FY'2018
Figure 35: India Mouthwash Market Future Projections on the Basis of Revenue in INR Million, FY'2014-FY'2018
Figure 36: India Others (Oral Gum and Dental floss) Market Future Projections on the Basis of Revenue in INR Million, FY'2014-FY'2018
Figure 37: Total Population in India in Million, 2008-2018
Figure 38: Urban and Rural Population in India in Million, 2008-2012
Figure 39: Indian Consumer Expenditure on Medical Care and Health Services in INR Million, FY'2008-FY'2018
Figure 40: Personal Disposable Income in India in INR Million, FY'2008- FY'2018
Figure 41: Government Spending on Health Care in India in INR Million, FY'2008- FY'2018



LIST OF TABLES

Table 1: Export Value of Oral Care Products in India by Product Categories in INR Million, FY'2008-FY'2013
Table 2: Export Volume of Oral Care Products in India by Quantity in Thousand Units, FY'2008-FY'2013
Table 3: Major Export Destinations for Toothbrush, Toothpaste and Toothpowder in India by Value in INR Million, FY'2013
Table 4: Import Value of Oral Care Products in India by Product Categories in INR Million, FY'2008-FY'2013
Table 5: Import Volume of Oral Care Products in India by Quantity in Thousand Units, FY'2008-FY'2013
Table 6: Major Import Destinations for Toothbrush, Toothpaste and Toothpowder in India by Value in INR Million, FY'2013
Table 7: India Oral Care Products Market Segmentation by Product on the Basis of Revenue in Percentage (%), FY'2008-FY'2013
Table 8: India Oral Care Products Market Segmentation by Product on the Basis of Revenue in INR Million, FY'2008-FY'2013
Table 9: India Toothpaste Market Segmentation by Price Category (Mass, Popular and Premium) on the Basis of Revenue in INR Million, FY'2012- FY'2013
Table 10: India Toothpaste Market Segmentation by Type of Product Category on the Basis of Revenue in INR Million, FY'2013
Table 11: Presence of Key Toothpaste Players across all Sub- Toothpaste Segments
Table 12: Revenue Contribution of Major Players in India Toothpaste Market in INR Million, FY'2013
Table 13: Major Toothpaste Brands in India by Economy, Popular and Premium Segments in INR Price
Table 14: Revenue of Major Players in India Toothbrush Market in INR Million, FY'2013
Table 15: Major Toothbrush Brands in India by Economy, Popular and Premium Segments on the Basis of Price in INR
Table 16: Revenue Contribution of Major Players in India Toothpowder Market in INR Million, FY'2013
Table 17: Major Toothpowder Brands in India in INR Price
Table 18: Major Mouthwashes Brands in India by Flavors, Quantity in ml and Price in INR
Table 19: Major Other Products Brands in India by Product Name and Price in INR
Table 20: Revenue of Major Players in Indian Oral Care Industry in INR Million, FY'2011- FY'2013
Table 21: List of Oral Care Products offered by Colgate Palmolive India under the Brand Name ‘Colgate'
Table 22: Colgate Palmolive Revenue by Toothpastes, Toothbrushes and Others in INR Million, FY'2013
Table 23: Colgate Palmolive Financial Matrix in India in INR Million, FY'2008- FY'2013
Table 24: List of Oral Care products offered by Hindustan Unilever Limited under the brand name Pepsodent and Close Up
Table 25: Hindustan Unilever Revenue by Toothpastes, Toothbrushes and Mouthwashes in INR Million, FY'2013
Table 26: Hindustan Unilever Limited financial Matrix in India in INR Million, FY'2011- FY'2013
Table 27: List of Oral Care Products offered by Dabur India under the brand name ‘Dabur'
Table 28: Dabur Revenue by Toothpastes and Toothpowders in INR Million, FY'2013
Table 29: Dabur India financial Matrix in India in INR Million, FY'2008-FY'2013
Table 30: List of Oral Care Products offered by PandG India under the Brand Name ‘Oral-B'
Table 31: Procter and Gamble Gillette India Revenue by Toothpastes and Others in INR Million, FY'2013
Table 32: Proctor and Gamble Gillette India Limited Financial Matrix in India in INR Million, FY'2008-FY'2013
Table 33: India Oral Care Products Market Segmentation by Oral Care Product Categories on the Basis of Revenue in Percentage (%), FY'2014-FY'2018
Table 34: India Oral Care Products Market Segmentation by Oral Care Product Categories on the Basis of Revenue in INR Million, FY'2014-FY'2018
Table 35: Cause and Effect Relationship between Industry Factors and India Oral Care Industry Prospects
Table 36: Population of India on the Basis of Age Groups in Million, 2008-2012
Table 37: Correlation Matrix of the India Oral Care Industry
Table 38: Regression Coefficients Output of the India Oral Care Industry



Companies Mentioned

Colgate Palmolive India, Hindustan Unilever, Dabur, Procter and Gamble Gillette India, Sensodyne

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