Toothpaste is a paste or gel to be used with a toothbrush to maintain and improve oral health and aesthetics. Since their introduction several thousand years ago, toothpaste formulations have evolved considerably - from suspensions of crushed egg shells or ashes to complex formulations with often more than 20 ingredients. Among these can be compounds to combat dental caries, gum disease, malodor, calculus, erosion and dentin hypersensitivity.
Furthermore, toothpastes contain abrasives to clean and whiten teeth, flavors for the purpose of breathe freshening and dyes for better visual appeal. Effective toothpastes are those that are formulated for maximum bioavailability of their actives. This, however, can be challenging as compromises will have to be made when several different actives are formulated in one phase.
Nowadays, toothpastes are produced to serve multiple purposes at the same time and, thus, possess a complex chemical composition. The ideal toothpaste must have the following properties: slight abrasion, froth, sweetening, bleaching and prevention of plaque, calculus and decay.
The global toothpaste market is projected to grow at a CAGR of 6.1% during the forecast period. The toothpaste market was valued at USD 26.09 billion in 2018, and it is projected to reach USD 36.98 billion by 2024. Increasing dental problems among children and adults, due to poor eating habits, and the rise in popularity for herbal oral care products are the factors primarily driving the global toothpaste market.
The rapidly changing lifestyle, improper diet, including sugar-rich diets, and the increased consumption of alcohol and tobacco have made oral health one of the major public health problems in almost every part of the world. The impact of oral diseases on people's everyday lives is subtle and pervasive, influencing food habits, sleep, rest, social roles, and almost every phase of the day. Collectively, oral diseases and disorders create substantial pain and suffering. Owing to this, consumers across the world have started paying immense attention to maintaining their oral health, which has led to an increase in the sales of toothpaste across the world.
The growth in India’s oral hygiene industry is mostly influenced by changing consumer Behaviour, companies’ business strategies, govt. policies and the increasing entrance of various leading international brands in the Indian market. With rising disposable income and changing tastes and lifestyle, consumers are trading-up for expensive premium products. The mass product market has also expanded on account of increasing population with the emergence of middle class. Image consciousness and oral health awareness has led to increased demand for advance oral care products.
The key players operating in the oral care/oral hygiene market include Colgate-Palmolive Company (US), The Procter & Gamble Company (US), GlaxoSmithKline PLC (UK), Unilever PLC (UK), Koninklijke Philips N.V. (Netherlands) and Johnson & Johnson (US)