A Lot More than a Brush with Ayurveda
Herbal brands and variants of toothpastes make up more than a fifth of the country’s oral-care market: Nielsen
Mumbai: India’s brush with herbal toothpastes is growing fast. Brands using natural ingredients now make up more than a fifth of the country’s oral-care market.
Herbal brands and variants from Dabur, Colgate and Patanjali have gained nearly 350 basis points in market share in a year in the ₹ 7,000crore Indian oral-care segment, according to industry officials quoting Nielsen numbers. That share could expand as Colgate and Hindustan Unilever (HUL), over last two quarters, have launched specialised herbal products to compete with newest rival Patanjali.
Last week, Dabur launched India's first ayurvedic gel toothpaste under the Dabur red franchise in an effort to contemporarise Ayurveda for the younger generation.
“There is a lot of ‘ me too’ ayurvedic products now and we wanted to bring both credibility and innovation in the category. Our new product also appeals to newer audience who can relate to the gel format,” said Praveen Jaipuriar, marketing head - personal care at Dabur, which gained 1.3 percentage points in market share at 15.5% and closed the gap with HUL. With brands such as Close-Up and Pepsodent, HUL has 19.2% share, but is consistently losing its grip over the market.
There is a growing preference for products that are said to have ‘natural’ ingredients, and most companies are cashing in on it. The Indian unit of Colgate, which historically hasn’t had a sizeable pre- sence in this segment, responded to this by revitalising Active Salt Neem and launched the Sensitive Clove toothpaste. More than six months ago, Colgate also added Cibaca Vedshakti, the first indigenous brand in the ayurvedic segment for the $16 billion global giant that controls more than half the oral care market in India.
Analysts believe new products will still not clutter the segment. “Globally, consumers are adopting more ayurvedic products and it is already a proven science in India. Most of the new launches would only mean higher share in the category as consumers shift away from basic toothpastes,” said Abneesh Roy, senior vice-president at Edelweiss Financial Services.
Patanjali’s oral care market share has been pegged at nearly 3% in the year ended December, according to industry executives citing market researcher Nielsen’s data. However, Nielsen doesn’t track sales at Patanjali’s own stores. At the same time, Colgate has lost nearly 1.8 percentage points in market share, although it still dominates at 55.4%.
There is a growing preference for products that are said to have ‘natural’ ingredients, and most companies are cashing in on it