Production of Toothpaste. Emerging Investment Opportunities in Dental Hygiene
A toothpaste or dentifrice is a substance used with a toothbrush for the purpose of cleaning the accessible surfaces of the teeth. Purposes • Cleaning • Polishing • Removal of stains • Reduce incidence of tooth decay.
Toothpaste Ingredients Abrasive s 20%- 40% Solid, insoluble particles Causing abrasion Remove debris and residual stain from teeth Aluminium oxide Calcium pyrophosphate Carbonates like sodium bicarbonate, calcium carbonate, Silica Binders 2% To provide consistency and shape. Polymers like Carboxymethyl Cellulose (CMC) Alginate, Gums Humectant 20%- 40% Used in toothpaste to prevent loss of water and subsequent hardening of the product upon exposure to air.
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India Oral care market is fragmented in 5 categories includes toothpaste, toothbrushes, toothpowder, mouthwash and others. Toothpaste is dominant in oral care market. It is a primary product in daily oral hygiene has huge presence in urban and rural area. Increasing health and personal oral hygiene, Indians are now more aware how their diet affecting their teeth and mouth. Indian is now willing to pay more for prevention attention. This has helped toothpaste category to grow drastically in oral care market. Herbal toothpaste demand is increasing in oral care market from last few years. Toothbrushes are second increasing market in oral care market after toothpaste. Toothbrushes are sub-categories in manual & Electric. Manual toothbrushes have huge potential in Indian oral care market. Electric toothbrush is new emerging category and has huge opportunity in urban India; Toothpowder category is at decline stage due to consumer taste and preference. Consumers are shifting from toothpowder to toothpaste. Toothpowder has huge presence in rural India. In all 3 categories are dominant by Colgate & Palmolive India.
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India’s Oral Hygiene Market Prospects
The future outlook for the oral hygiene market of India appears to be very promising owing to various market conditions and educative initiatives on part of manufacturers and govt., which has led to increased demand from consumer side as well as offers great potential growth opportunities to the manufacturers. Apart from demand for improved oral care products, Indian consumers are getting more inclined towards herbal products in recent years. Large rural population depends upon natural products like neem twigs etc. for oral hygiene. Hence, through premiumization and production of natural-herbal oral care products, a large market segment can be captured. Also, low market penetration both in terms of region (urban-rural) and product (primary and secondary oral care products), implies a largely untapped Indian oral care market with great opportunities to the manufacturers to expand and grow.
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Global Toothpaste Market is valued to reach USD 34.6 Billion by 2024, growing at CAGR of 5.8% over forecast period 2020-2026. Surge in prevalence of dental problems in adults and children caused by poor eating habits, rising awareness regarding the benefits of oral care and hygiene and rise in consciousness of oral health are the factors propelling the market growth.
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Rise in Utilization of Toothpaste by Adult Population to Fuel Segment Growth
Based on applications, the market has been bifurcated into adults and children. Toothpaste is used more by adults than children. Excessive use of toothpaste for the kids between the ages of 3 to 6 is dangerous for their oral health. Rising need for white teeth to improve esthetics and growing prevalence of dental and oral problems are encouraging adults to brush their teeth with two to three times a day with toothpaste. This, in turn, is fueling the segment growth.
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The increase in the prevalence of dental caries, periodontal diseases, and other dental diseases, growing awareness about oral hygiene, rising dental healthcare expenditure, an increasing number of small/private clinics with dental dispensaries are some of the factors contributing to the growth of this market. However, the competitive pricing pressure faced by prominent players is hampering the growth of the oral care/oral hygiene market.
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Increasing Consumer Awareness about Dental Hygiene
Increase in oral hygiene programs such as advertisements and campaigns by governments and dental associations have boosted the demand for sensitive toothpaste. Consumption of tobacco based products, and a sugar rich diet leads to major dental problems. Thus, consumers have started paying attention to oral hygiene which has led to the increase in demand for sensitive toothpaste.
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Growth of Population in Asia Pacific
Asia Pacific accounts for more than 59% of world population which is expected to offer huge opportunities for the product in the region during the forecast period. Increasing population across the Asia Pacific region coupled with increasing disposable income has resulted in enhanced demand for sensitive toothpaste. The population in India is growing which is expected to result in more demand for the product. Sensitive toothpaste has an advantage over other toothpaste as it minimizes gum sensitivity.
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Key players operating in the global toothpaste market include Colgate, P&G, Church & Dwight Co., Inc., Unilever, Henkel Adhesives Technologies India Private Limited, Lion Corporation, Sunstar Suisse S.A., LG household & Health Care, and Kao Corporation. These players engage in product launches, mergers & acquisitions, agreements, Palmolive Company (US), The Procter & Gamble Company (US), GlaxoSmithKline PLC (UK), Unilever PLC (UK), Koninklijke Philips N.V. (Netherlands) and Johnson & Johnson (US) and partnerships to strengthen their geographical presence.
Patanjali Dant Kanti
Dabur Red Paste
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