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.
Key Issues Covered in this Report
- Usage frequency of various oral care products
- The dominance of herbal/natural claim in the oral care space
- Usage of various types of toothpaste among Indians
- Factors considered while buying oral care products
- Attributes in oral care products consumers are willing to pay more for
- Attitudes and behaviours regarding oral care
India Oral Care Products Market – Current Landscape
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.
India Oral Care Consumer Trends
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
Collapse All
-
Executive summary
- Mintel’s perspective
- Key issues covered in this report
- Overview
- The outlook for the oral care category
- Link oral health to overall wellbeing for advanced users
- A look at oral care’s link with overall wellbeing with the help of AI
- Emphasise beautifying benefits to enhance oral care usage with men
- Use novel flavours to stand out in benefit-led oral care category
-
key trends and market factors
- What you need to know
- India is experiencing upbeat activity in the field of oral care
- India is innovating in oral care
- Graph 1: oral care product launches by top ten markets, 2019-23
- Innovation in India centres around toothpaste
- Graph 2: oral care product launches by sub-category, 2019-23
- New DTC players are re-shaping the landscape
- New claims are commanding a higher price
- Functionality remains a focal point but new claims are gaining ground
- Graph 3: oral care product launches by top ten claims, 2019-23
- Whitening is also increasingly being discussed on social media
- Oral care is premiumising
- Graph 4: oral care product launches by price groups in USD, 2019-23
- Mass brands are premiumising through whitening claims
- Men show increased readiness to explore the beauty realm
- Men are investing increased time and money into grooming
- Conversations about men’s grooming have become more prominent on social media
- Indian brands are innovating ‘for men’
-
What consumers want and why
- What you need to know
- Oral care category enjoys near-universal penetration among Indians
- Graph 5: usage of oral care products in the last six months, 2024
- Largest minority of Indians use three oral care products: toothbrush, toothpaste and tongue scraper
- Graph 6: any usage of oral care products by repertoire of different oral care products used, 2024
- Pairing whitening benefits with herbal ingredients can draw a premium from majority of users
- Extend oral health to holistic health for ‘advanced’ users
- Uncovering the ‘advanced’ oral care users
- Advanced oral care users: demographic profile
- Advanced users have a wider range of oral care products in their usage repertoire
- Graph 7: usage of oral care products in the last six months, total vs advanced oral care users, 2024
- Graph 8: repertoire of oral care products used in the last six months, total vs advanced users, 2024
- Advanced users are more likely than others to use specialised toothpastes
- Graph 9: types of toothpaste used in the last six months, by advanced oral care users, 2024
- Link oral health to overall wellbeing
- Adopt a wellbeing point of view
- Innovate with health-boosting ingredients to premiumise oral care for advanced users
- Tap into emerging probiotic trend in oral care
- Graph 10: oral care product launches with probiotic and prebiotic claims, 2019-23
- Premiumise using probiotics to attract advanced oral care users
- Ingredient alert: nano-hydroxyapatite preserves good bacteria and aids in remineralization
- Improve the oral hygiene and self-care routine with oral health VMS
- Link the role of herbal ingredients to overall health
- Take inspiration from APAC markets that are innovating with botanical ingredients tailored for both oral hygiene and holistic wellness
- Graph 11: oral hygiene launches by top five botanical ingredients, 2019-23
- Innovate with natural/herbal formulas in oral care to offer holistic wellbeing
- Take natural ingredient approach in oral care by exploring coconut oil
- Graph 12: % of launches in oral care products with ‘coconut oil-derived’ ingredient claims, 2019-23
- Coconut oil creeps across oral care categories
- Incorporate antioxidants and vitamins
- Emphasise beautifying benefits to enhance oral care usage with men
- Compared to women, men demonstrate a lower level of commitment to oral hygiene
- Graph 13: usage of toothpaste in the last six months, by gender and age group, 2024
- Attract Indian men to extensive oral care regimes with beautification
- Graph 14: top five factors considered while buying oral care products, by gender, 2024
- Make it easier for young men to attain whitened teeth
- Graph 15: attitudes towards oral care products, by gender and age group, 2024
- Delve into innovative ingredients/formats to deliver teeth whitening
- Cater to the need for teeth whitening products “made for men”
- Minimise time commitments while expanding benefits
- Case study: differentiated whitening products for the day and night
- Tag ‘whitening’ along with ‘breath freshening’ claims
- Introduce skincare ingredients to enhance oral usage especially amongst young men
- Graph 16: attributes in oral care products that consumers are willing to pay more for, by gender and age, 2024
- Disrupt with on-trend skincare ingredients
- Use flavours to add value in oral care
- Uplift consumers’ mood with novel flavours
- Case study: Spicta enriches oral care rituals using novel flavours
- Innovate with exciting flavours for those residing in Tier 2 cities
- Graph 17: flavour attributes willing to pay more for, by city tier, 2024
- Use novel flavours to stand out among a sea of mint
- Graph 18: oral care product launches in the last five years, by flavour component, 2019-23
- Expand the range of fruity flavours in oral care
- Create excitement by exploring floral flavours in oral care
- Offer indulgent treat-like flavours without the guilt
- Look to other categories to push flavour boundaries
- Tier 2 residents reminisce through herbal flavourings
- Graph 19: attitudes towards oral care products, by employment and parental status, 2024
- Explore herbal and spice flavours in oral care
- Elevate a traditionally mundane category with collaborations
- Flavour watch: green tea
-
appendix
- Consumer survey methodology
- Social data research methodology
- TURF analysis
- Repertoire analysis
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact usTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
