Parent Market Analysis
The personal care industry broadly comprises bath and shower products, colour cosmetics, skin care, hair care, oral care, and others. In recent years, personal care products are finding profound use in day to day life of consumers. This is attributed to increased consumer awareness for ubiquitous personal care products, preference for effective cosmetic products, demand for environment friendly products and natural or organic based products. Oral hygiene being a critical factor for overall health owes significance among all personal care products.
Oral Care Market Overview
The BRICS oral care market is analysed on the basis of parameters such as product type, distribution channel and countries.Increasing awareness among consumers regarding oral hygiene is anticipated to drive demand for oral care products in the near future.
Market Value Forecast
Globally, the oral care market is estimated to be US$ 39.1 Bn in 2014 and expected to reach at US$ 50.8 Bn by 2020, by registering a CAGR of 4.5% during 2014-2020. Whereas, the BRICS oral care market it is estimated to value at US$ 10.7 Bn in 2014 and expected to reach US$ 17.3 Bn by 2020, reflecting a CAGR of 8.4% during 2014-2020. Increasing visibility of oral care products is a major driver fuelling the growth of the market in BRICS region.
Product Type Analysis
The product type classification include primary oral care and secondary oral care products. The primary oral care segment further comprises toothpaste and toothbrush, of which, the toothpaste segment contributed a significant revenue share to the overall market in 2014. Secondary oral care products segment includes mouthwash, dental floss, denture care and others which constitutes chewing gum, whitening strips and mouth fresheners. Of the aforementioned secondary oral care products, the others segment is expected to record a CAGR of 14.5% during the forecast period. Recent product launches such as whitening toothpaste, flavoured gel toothpaste and sensitive toothpaste are among few recent product offerings, which are expected to bolster the growth of toothpaste segment.
Distribution Channel Analysis
On the basis of distribution channel, the oral care market is segmented as convenience stores, department stores, vending machines, hypermarkets & supermarkets, speciality stores and pharmacies, general merchandise retailers, direct selling and others. In 2013, the top segments General Merchandise Retailers and direct selling collectively account for 53.0% of the total oral care market. Hypermarkets & Supermarkets coupled with department store segment accounts for 27% of the market, third largest contribution. This is due to major % share of unorganized retailing in BRICS.
Geographically, the BRICS oral care market analysis focusses on Brazil, India, Russia, China and South Africa. The top two segments China and India collectively account for 50.6% of the total oral care market in 2014 and are expected to dominate the market, representing 52.7% of share by 2020. During the forecast period, India’s contribution to overall pie is expected to increase from 18.7% to 20.0%, registering a CAGR of 9.7% during the forecast period. In addition, the % share contribution of South Africa and Russia is expected to increase gradually by 2020, representing a decrease of 30 BPS and 200 BPS respectively. In countries such as India, Brazil, and China demand for basic as well as secondary oral care products to attain better oral hygiene is contributing towards increased % share contribution by 2020. In Russia, the demand for secondary oral care products such as mouthwash, dental floss, and others is expected to increase significantly over the forecast period.
Improving living standards and rising GDP are expected to drive growth of the personal care market. On the other hand, increasing consumer awareness and organised retail is fuelling growth of the overall market in Asia Pacific, which is a potentially viable region for such products as compared to other regions. BRICS represents a potentially viable market for oral care products due to increasing consumer concerns for better oral hygiene. Moreover, growing middle-class population coupled with increasing per capita income and consumer spending by the population in BRICS is expected to bolster growth of the oral care market, specifically in BRICS. Also, increased brand awareness for products addressing with specific dental-related issues such as sensitivity and whitening are expected to drive demand for oral care products in the near future.
Demand for value-added products by consumers is a keen area for companies to enter the consolidated oral care market. Furthermore, multi-product offerings in the oral care segment is expected to increase brand visibility and recognition in the existing as well as new or untapped markets worldwide. Thus, whitening toothpaste, mouth, sensitivity toothpaste and power toothbrush are a few key areas, which need new product offerings that cater to increasing premium class consumers in developing as well as some of the developed nations.
Competitive Players Outlook
The BRICS oral care market is dominated by international players such as Colgate-Palmolive Co., Uniliver Group, Procter & Gamble Co., Koninklijke Philips N.V., Johnson & Johnson Inc. and GlaxoSmithKline Plc. However, regional players such as Dabur and Amway owe a significant share to the overall BRICS oral care market.
This Future Market Insights report examines the ‘Oral Care’ market for the period 2014-2020. The primary objective of the report is to offer insights on the advancements in oral care and its increasing contribution to the overall personal care industry, which has given rise to a futuristic market: Oral Care, which is significantly transforming global businesses and enterprises. Increasing consumer awareness with regard to better oral hygiene is expected to fuel the oral care market across the globe. Furthermore, dentist recommendations for adoption of various-related products majorly in countries such as India, China and Brazil is projected to lead to a shift in consumer preference in the coming years. This is further expected to contribute significantly to the growth of the oral care market in BRICS region.
The oral care market report starts with an overview of personal care market. In addition, this section includes FMI’s analyses of the key trends, drivers and restraints from the supply, demand and economy side, which are influencing the Oral Care market. Impact analysis of key growth drivers and restraints, based on the weighted average model is included in the Oral Care Market report to better equip and arm clients with crystal clear decision-making insights.
The BRICS oral care market is segmented on the basis of product type and distribution channel. On the basis of product type, the segmentation includes primary and secondary oral care products respectively. The primary oral care products comprises toothbrush and toothpaste, wherein the secondary oral care products include mouthwash, dental floss, denture care and others. The toothbrush segment is further sub-segmented into specialised, mid-tier and kids. Toothpaste sub-segmentation includes gel toothpaste and non-gel toothpaste. The mouthwash segment comprises flavoured, conventional and organic toothpaste. The sub-segments of dental floss include waxed, unwaxed, flavoured, unflavoured, thread and tape floss respectively. Furthermore, the denture care segment is broadly sub-segmented as denture care products and denture care fixtures. Denture care product are further categorised as cleanser, adhesive and paste, whereas the denture care fixtures include complete, partial and over denture fixtures respectively.A detailed analysis has been provided for every segment and sub-segment in terms of market size.
In the next section, FMI covers the Oral Care market performance in terms of distribution channel, since being a consumer product, traction of distribution channel is of utmost importance for market analysis. The primary focus of the following section is to analyse the adoption of oral care products primary as well as secondary across the BRICS region; the distribution channels covered under the scope of the report are convenience stores, department stores, direct selling, general merchandise retailers, hypermarkets & supermarkets, vending machines, speciality stores & pharmacies, direct selling and others.
As highlighted earlier, the Oral Care market is segmented on the basis of product type, distribution channel and countries. All these segments are included in this section to make the study more comprehensive. The subsequent sections provide detailed analysis on the product type and distribution channel of the Oral Care market report. The sections provide detailed analysis covering key trends, absolute dollar opportunity and BPS Analysis.
The next section of the report highlights Oral Care adoption by countries. It provides a market outlook for 2014–2020 and sets the forecast within the context of the Oral Care ecosystem, including the new technological developments as well as product offerings for specific products. This study discusses the key country trends contributing to growth of the Oral Care market in BRICS, as well as analyses the degree at which drivers are influencing this market in each country. Key countries assessed in this report include Brazil, India, China and South Africa.
All the above sections, by product type, by distribution channel or by countries, evaluate the present scenario and the growth prospects of the Oral Care market for the period 2014 –2020. We have considered 2013 as the base year and provide data for the trailing 12 months.
To calculate the Oral Care market size, we have considered revenue generated by the oral care manufacturers. The forecast presented here assesses the total revenue by Value across the Oral care market. In order to offer an accurate forecast, we started by sizing the current market, which forms the basis of how the Oral Care market will develop in the future. Given the characteristics of the market, we triangulated the outcome of three different types of analyses, based on supply side, downstream industry demand and economic envelope.
In addition, it is imperative to note that in an ever-fluctuating global economy, we not only conduct forecasts in terms of CAGR, but also analyse on the basis of key parameters such as year-on-year (Y-o-Y) growth to understand the predictability of the market and to identify the right opportunities across the Oral Care market.
As previously highlighted, the Oral Care market is split into a number of segments, sub-segments and categories. All the Oral Care segments in terms of product type, distribution channel and countries are analysed in terms of Basis Point Share to understand individual segment’s relative contributions to market growth. This detailed level of information is important for the identification of various key trends of the Oral Care market.
Also, another key feature of this report is the analysis of all key segments and sub-segments in terms of absolute dollar. This is traditionally overlooked while forecasting the market. However, absolute dollar opportunity is critical in assessing the level of opportunity that a provider can look to achieve, as well as to identify potential resources from a sales and delivery perspective in the Oral Care market.
Furthermore, to understand key growth segments in terms of growth & adoption of oral acre products along with preferred distribution channel across the BRICS region in the near future, Future Market Insights developed the Oral Care Market Attractiveness Index. The resulting index should help providers identify real market opportunities.
In the final section of the report, Oral Care Competitive landscape is included to provide report audiences with a Dashboard view, based on categories of provider in the value chain, presence in Oral Care product portfolio and key differentiators. Key categories of providers covered in the report are Oral Care product manufacturers. This section is primarily designed to provide clients with an objective & detailed comparative assessment of key providers specific to a market segment in the Oral Care value chain and the potential players for the same. Report audiences can gain segment-specific vendor insights to identify and evaluate key competitors based on in-depth assessment of capabilities and success in Oral Care marketplace. Detailed profiles of the providers are also included in the scope of the report to evaluate their long-term and short-term strategies, key offerings and recent developments in the Oral Care space. Key competitors covered are Colgate-Palmolive Company, Procter & Gamble Co., Unilever Group, Koninklijke Philips N.V., Johnson & Johnson Limited, GlaxoSmithKline Plc., Amway and Dabur.