India Toothbrush Market Outlook to 2020 - Rising Awareness for Oral Care and Premiumization of Products to Drive Growth
Region:Asia
Product Code:KR366
January 2016
164
About the Report
The report titled "India Toothbrush Market Outlook to 2020 – Rising Awareness for Oral Care and Premiumization of Products to Drive Growth" provides a comprehensive analysis of the various aspects such as market size of India oral care and toothbrush market. The report also covers the segmentation on the basis of product categories, local and imported product sales, adult and kid’s toothbrush along with import volume, value and destination involved. Market shares of major players in India toothbrush market as well as the competitive landscape of major players in organized retail and e-commerce have also been covered in the report.
The India oral care market was estimated at INR ~ million in the fiscal year 2015 and has soared at a CAGR of ~% from FY’2010-FY’2015. With increasing awareness on oral problems and hygiene, people have been slowly shifting towards advanced oral health care items such as mouthwash, dental floss in order to save time involved in cleansing procedure of teeth with homemade products. The oral care market, which holds nearly ~% share in the India oral care market revenue, has reached INR ~ million in FY’2015. Growing awareness based upon the benefits of brushing teeth twice a day has been an important factor behind the incredible growth of the industry. Intense competition and convincing advertisement and promotional strategies adopted by players have enabled the increased adoption of toothbrush across the rural and semi-urban areas.
Manual toothbrushes have a major share in the Indian toothbrush market and contributed around ~% market share in FY’2015. The electric toothbrushes have accounted for a smaller share in the market as the demand for electric toothbrushes has been driven by the upper class population in the country. The adult toothbrushes in both electric and manual brushes have a lion share of ~% as of FY’2015 as compared to kid’s brushes which accounted for ~% of the market share in India in FY’2015. Toothbrushes with medium bristles have dominated the market for toothbrush over the past five year period and contributed to a leading share of ~% in terms of sales volume during FY’2015. Further, only a minor ~% of the domestic toothbrush sales value was derived from imports, whereas a dominant ~% of the market revenue was generated through domestic production.
The India toothbrush market has been dominated by major multinational oral care companies such as Colgate Palmolive, P&G and GSK. Colgate-Palmolive has remained as the market leader holding its volume share of ~% in FY’2015. In case of toothbrushes, nearly ~% of the sales were channeled through unorganized retail in FY’2015. It was observed that majority of the consumers preferred buying toothbrushes from the nearest pharmacy stores or general stores mainly because such shops are usually located in the vicinity. Online retail channel contributed to only ~% of the share of toothbrush sales in FY’2015.
Ken Research also conducted a survey in which multiple customers were interviewed to understand their buying patterns and usage preferences in case of manual as well as power toothbrushes. It was observed that Oral-B is the most popular brand in both the categories followed by Colgate. India toothbrush market holds a great potential owing to the development of premium category products, rising
advertisement and promotional efforts by FMCG companies to make consumers aware particularly in rural areas along with the rising awareness levels leading to higher replacement rate of toothbrush. The toothbrush market is projected to witness a strong growth by FY’2020. It is anticipated that the market revenues will escalate at a CAGR of ~% from FY’2015-FY’2020 and is projected to reach INR 26 million by FY’2020.
Key Topics Covered in the Report:
- The market size of India oral care market.
- The market size of India toothbrush market.
- Historical and expected future trends in India toothbrush market.
- SWOT analysis in India toothbrush market.
- Market segmentation of India toothbrush market on the basis of product categories, local sales and imports, adults & kids,
- type of bristles and import volume, value & destination involved.
- Existing Business Model in E-commerce Industry.
- Major e-commerce websites.
- Brand Analysis by 4Ps.
- Market share and business strategies of major players in India toothbrush market.
- Value chain and business model in India toothbrush market.
- Major players in each distribution channel.
- Market share of distribution channels.
- Trends in retail offline and online market.
- Survey on customer preferences and paradigm
- Snapshot of Power toothbrush in India
- Recommendation and opportunities
Scope of the Report
Products
Companies
Table of Contents
1. Introduction
1.1. Executive Summary
1.2. Market Definitions
1.3. Abbreviations
1.4. Market Size and Modeling
Approach – Market Sizing
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
2. India Toothbrush Market Size and Growth
2.1. Overview of India Oral Care Products Market Demand and Evolution
2.2. India Oral Care Market Size by Revenues, FY’2010-FY’2015
2.3. India Toothbrush Market
2.3.1. Historical Trends
Low Price of Manual Toothbrush
Rising Oral Problems
Increased Awareness through Campaigns
Sluggish Growth of Electric Toothbrushes Sales
Companies Launching Specialized Products
Growing Sales through Organized Retail
2.3.2. India Toothbrush Market Size by Revenues and Consumption Volume, FY’2010-FY’2015
2.4. SWOT Analysis of India Toothbrush Market
2.4.1. Strengths
Growing Target Audience
Increasing Consciousness Regarding Oral Hygiene
Frequent Innovations by Major Players
High Advertising Expenditure Incurred by Market Players
2.4.2. Weakness
Consumers Unresponsive towards Latest Innovations
Ignorance towards Benefits of Maintaining Oral Hygiene
Aggressive Price Wars Undertaken by Players
2.4.3. Opportunities
Differentiated Advertising Methods to Attract Customers
Increasing Consumer Spending On Personal Care Products
Advantage of Selling Products Over Internet
2.4.4. Threats
Aggressive Competition
Imitation of Technology
Indirect Competition from other Oral Care Products
3. Market Segmentation
3.1. By Product Categories (Manual and Electric Toothbrushes), FY’2013-FY’2015
3.2. By Local Sales and Imports, FY’2010-FY’2015
3.3. By Users (Adults and Kids), FY’2010-FY’2015
3.4. By Types of Cities (Tier I, Tier II and Tier III cities), FY’2010-FY’2015
3.4.1. By Value, FY’2010-FY’2015
3.5. By Types of Bristles, FY’2010-FY’2015
3.6. Imports Volume, Value and Destination Involved with Import Duties
3.6.1. By Value, FY’2010-FY’2015
3.6.2. By Volume, FY’2010-FY’2015
3.6.3. By Major Import Destinations, FY’2010- FY’2015
3.6.4. Import Duties
4. E-Commerce Outlook
Existing Business Models in the Industry
4.1. Major E Commerce Sites
4.1.1. Innovative Retail Concepts Pvt Ltd (Bigbasket.com)
Business Overview
Key Features of Website/ Mobile Application
Financial Performance and KPI’s, FY’2012-FY’2015
4.1.2. Nuvo Logistics Private Limited (PepperTap)
Business Overview
Key Features of Website/ Mobile Application
4.1.3. Grofers India Private Ltd
Business Overview
Financial Performance and KPI’s, FY’2014-FY’2015
4.1.4. Zopnow
Business Overview
Key Features of Website/ Mobile Application
4.1.5. Flipkart Online Services Pvt Ltd
Business Overview
Key Features of Website/ Mobile Application
Financial Performance and KPI’s
4.1.6. BrainBees Solutions Private Limited (Firstcry.com)
Business Overview
Key Features of Website/ Mobile Application
4.2. Competitive Analysis of Major E-commerce Players Delivering Oral Care Products
5. Market Competition in India Toothbrush Market
5.1. Brand Analysis by 4 Ps of Major Players in India Toothbrush Market
5.2. Market Share of Major Player in India Toothbrush Market
5.2.1. By Sales Volume, FY’2015
5.3. Business Strategies of Major Players in India Toothbrush Market
5.3.1. Colgate Palmolive
Product Innovation
Infrastructure Development
Organizing of Dental Check-ups to Improve Brand Visibility
Aggressive Promotions
Strong Distribution Network
5.3.2. Proctor and Gamble (Oral-B)
Focus towards Diversification
Awareness Campaigns
Celebrity Endorsements
Tie-Ups with Dentists
Strong Distribution Network
5.3.3. GSK (Sensodyne)
Exclusive Launch of Toothbrush Online
Using Surveys to Engage Consumers
Expanding Portfolio across Kids and Youth Segment
5.3.4. Ajanta
Strengthening Networks across Remote Areas
Offer Theme-Based and Differentiated Products for Kids and Adults
Increasing Partnerships with other Brands to Expand Visibility
6. Value Chain and Business Model
6.1. Value Chain
6.2. Major Players in Pharmacy Retail
6.3. Major Players in India Organized Retail Market
6.4. Market Share of Distribution Channels in India Toothbrush Market, FY’2015
6.5. Trends in Retail Offline Channels and Online Channel
6.5.1. Online Channels
Expanding Online Groceries Market Segment
Expanding Internet Penetration
Lucrative Discounts Offered By Online Marketplaces
Increasing Demand from Tier II And Tier III Cities
6.5.2. Offline Channels
Sale of Electric Toothbrush at Dental Clinics
Modern Trade to Expand its Share
Rising Penetration of Pharmacy Retail in Rural Areas
7. Customer Preference and Paradigm
Sample Composition
7.1. Category 1: Manual Toothbrush Users
Which Brand of Toothbrush Do You Prefer?
Where Do You Generally Purchase Toothbrush From?
Which Online Store Do You Prefer?
How Often Do You Replace Your Toothbrush?
Do You Consult a Dentist Before Purchasing a Toothbrush?
What Factors Do You Consider Before Buying A Toothbrush?
Which Type of Bristles Do You Prefer?
Which is Your Preferred Price Range for Purchasing a Toothbrush?
What Kind of Discounts Do You Mostly Look for While Buying A Toothbrush?
Are You Willing to Switch to a Power Toothbrush?
7.2. Category 2: Manual Toothbrush Users willing to Switch to Power Toothbrush
What Factors Would You Consider to Shift from a Manual Toothbrush to a Power Toothbrush?
7.3. Category 3: Electric Toothbrush Users
Which brand of power toothbrush do you prefer?
Where Do You Generally Purchase Power Toothbrush From?
Which Online Store Do You Prefer?
How Often Do You Replace Your Brush Head?
Do You Consult a Dentist Before Purchasing a Toothbrush?
What Factors Do You Consider Before Purchasing Battery Powered Or Rechargeable Electric Toothbrush?
What is the Preferred Price Range for Purchasing a Battery Powered or Rechargeable Electric Toothbrush?
Which Technology Of Power Toothbrush Do You Prefer?
What Kind Of Discounts Do You Mostly Look for While Buying a Power Toothbrush?
Major Findings of the Survey
8. Snapshot of Power Toothbrushes in India
9. Our Recommendations and Opportunities
Best Business Model
Best Business Model
Best Business Strategy Adopted by the Current Brands
Price Point by Target Group and Marketing, Packaging Strategy
9.1. Expected Future Growth Trends and Drivers
Increase in Replacement Rate of Toothbrush
Consumers Purchasing Toothbrush as Per Individual Needs
Expected Growth in Sales, FY’2016-FY’2020
Dentist’s Take on Electric Toothbrush
Disclaimer
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