This report analyses the India Oral Care Market with a focus on key market trends and consumer insights. Unlock the potential of the India oral health market today with Mintel’s market research report.
The oral care market enjoys near-universal adoption amongst Indians. 34% of Indian consumers use a toothpaste more than once daily, while 69% use it once daily, hinting at potential to increase usage frequency. Opportunities in the India oral care market lie in expanding product repertoire beyond the basic three (toothpaste, toothbrush, tongue scraper) to address specific needs.
The oral care market analysis in this report captures a segment of advanced users (who use toothpaste more than once a day OR use more than six types of oral care products). Advanced users link oral care to overall wellbeing, creating opportunities for brands to innovate with novel ingredients and stand out in the saturated herbal/natural category.
Whitening remains the top desired benefit, with a premium attached. Brands can target male once-a-day brushers by highlighting whitening benefits. The trend of enhancing oral care regimens with cosmetic benefits, such as teeth whitening, aligns with the global movement towards integrating skincare concepts into dental hygiene practices to drive growth.
The near-monopoly of mint flavours in the Indian oral care market presents a significant opportunity to introduce novel flavour profiles and reignite consumer interest.
Elevate oral care from a basic hygiene practice to a wellness-focused routine. Premiumise using whitening claims and captivate interest by offering novel flavours.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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