The increase in the prevalence of dental caries, periodontal diseases, and other dental diseases; growing awareness about oral hygiene; rising dental healthcare expenditure; and 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 market.
Global Market Size -
The global oral care market is projected to reach USD 53.3 billion by 2025 from USD 44.5 billion in 2019, at a CAGR of 3.0%.
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Top Leaders Strategies -
• Colgate-Palmolive Company (US) is a global leader in the toothpastes and manual toothbrushes market. The company provides advanced oral care products for kids and adults. High investment in R&D enables the company to develop new and advanced toothpastes and toothbrushes for the oral care market. The company invested approximately USD 289 million in 2016 in R&D. Though the company has a rich product portfolio of toothpastes and toothbrushes, the company does not offer denture products and prosthesis cleaning solutions.
o Colgate-Palmolive has a strong geographic presence across North America, Europe, the Asia Pacific, Latin America, and Africa. The company significantly focuses on innovations, product enhancements, and product launches. It also focuses on strengthening customer engagement through promotional activities. Colgate conducts seminars and campaigns to create awareness about oral health.
• The Procter & Gamble Company (US) is a pioneer in the oral care market. P&G has a strong product portfolio comprising around ten category-based business units and about 65 brands. Its flagship products in the oral care market include Crest and Oral-B toothpastes and toothbrushes. The company aims to focus on the discovery and development of technologically advanced oral care products. For example, the company is currently focusing on the development of a smartphone-connected toothbrush, a device which gives personalized advice to people for brushing.
o The company has a strong geographic presence across the globe. In the US, the company has 24 manufacturing sites located in 18 states and 97 manufacturing sites in 38 countries. The company has 17 manufacturing sites for the healthcare business segment, which includes oral care products across the globe. P&G focuses on product launches as its major growth strategy. The company also focuses on promotional activities to strengthen its position in the market. The advertisement expenditure of P&G is 11% of the annual sale of the company. The company targets dental institutes, private dental practitioners, pharmacies, and other distribution channels to promote and sell its products.
Some of the other players competing in this market are Unilever plc. (UK), GlaxoSmithKline plc. (UK), Johnson & Johnson (US), Koninklijke Philips N.V. (Netherlands), GC Corporation (Japan), Dr. Fresh, LLC (US), 3M Company (US), Lion Corporation (Japan), Church & Dwight Co, Inc. (US), Sunstar Suisse S.A. (Switzerland), Ivoclar Vivadent AG (Liechtenstein), Henkel AG & Company, KGaA (Germany), Jordan AS (Norway), Panasonic Corporation (Japan), Dentaid Ltd. (UK), Kao Corporation (Japan), LG Household & Health Care Ltd. (South Korea), Dabur India Ltd. (India), The Himalaya Drug Company (India), Patanjali Ayurved Ltd. (India), Supersmile (US), Ranir, LLC. (US), Young Innovations, Inc. (US), and Ultradent Products, Inc. (US).
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Geographic Over view –
In 2019, the Asia Pacific is estimated to account for the largest share of the oral care market, followed by Europe. The dominant share of the Asia Pacific is attributed mainly to the rising geriatric population, growing prevalence of dental diseases, increasing focus of prominent players on emerging Asian countries, increasing healthcare expenditure (coupled with the rising disposable income), rising awareness on oral healthcare, and the willingness to spend more on dental care. Other factors, such as the rising number of dental professionals, along with the growing number of dental visits, will further support the growth of the oral care market in this regional segment during the forecast period.
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