The Global Market for Toothpaste is Projected to Reach US$14 Billion by 2020
Sustained Population Growth &
Increasing Awareness Over Oral Hygiene Drive the Toothpaste Market, According
to a New Report by Global Industry
Analysts, Inc.
GIA announces
the release of a comprehensive global report on Toothpaste. The
global market for Toothpaste is projected to reach US$14 billion by 2020,
driven by the sustained growth in population and increasing awareness over oral
hygiene.
The global
market for toothpaste is steadily growing, driven by innovation in product
efficacy, and growing awareness over oral hygiene. Rising standards of living, launch
of public oral health campaigns, and aggressive advertising and marketing
efforts are some of the other factors driving growth in the market. Over the
years, toothpaste has emerged into the largest market sector within the Oral
Care industry. The category is
undergoing significant changes with innovative products motivating people to
alter their oral hygiene habits. Entry of new players and continuous launch
of innovative products such as toothpastes for nighttime use, and toothpastes containing antioxidants
and products intended for sensitive teeth, are spurring competition in
the market.
Sustained growth in
population is also helping contribute towards the growth in the market. Improvements
in product efficacy achieved through advancements in technology are enabling
premium brands as well as private label brands to effectively compete by offering
superior product features and therapeutic benefits. Toothpastes contain several ingredients ranging from
fluoride and baking soda to desensitizing chemicals and antibacterial
formulations. Abrasives, which are important cleaning and polishing agents in toothpaste,
account for over 50% of toothpaste content. Toothpastes also contain glycerin
for sweetness and flavors such as mint and wintergreen for fresh breath. Players
in the toothpaste market have evolved from offering “one-size-fits-all” products towards
developing customized, value-added product offerings. Localization is the quiet
change currently underway in the market, against a backdrop of growing diversity
of consumer communities in terms of ethnicity, wealth, lifestyle, and values. Manufacturers
are increasingly experimenting with localizing product characteristics and attributes.
Brand localization is therefore a key strategy adopted by multinational
companies to gain market share in developing foreign markets. Multi-benefit
toothpastes offering multiple benefits such as cavity protection, fresher
breath, healthier gums and whiter teeth, are growing in popularity. Whitening
toothpastes are poised to witness strong growth in demand encouraged by the
strong consumer emphasis on aesthetics and appearance maintenance. With one-third
of the population suffering from tooth sensitivity, toothpaste for sensitive
teeth is witnessing strong growth.
As stated by
the new market research report on Toothpaste, the United States represents the
largest market worldwide. China ranks as the fastest growing market with a CAGR
of 4.0% over the analysis period, led by the country’s dense population. Other
factors driving growth in the market include rising standards of living and the
shift away from homemade toothpaste recipes to commercial toothpastes.
Key players
covered in the report include CCA Industries, Inc., Church & Dwight Co.,
Inc., Colgate-Palmolive Company, Colgate-Palmolive GmbH, Colgate-Palmolive
(India) Limited, Gaba Holding AG, Dabur India Limited, GlaxoSmithKline plc.,
Henkel AG & Co. KGaA, Johnson and Johnson, Kalina, LG Household &
Health Care Ltd., Lion Corporation, Procter & Gamble Company, Sangi Co.
Ltd., Sunstar Toothpaste Inc., Unilever NV, Hindustan Unilever Limited, and
Zooth Inc., among others.
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