Toothpastes have been integral to oral hygiene. However, there has been a growing shift towards natural products, which has lent the herbal toothpastes market a credibility and steady growth rate. Herbal toothpastes contain extracts from plants such as cinnamon, neem, aloe vera, clove, babool, catechu, acacia, myrrh, eucalyptus, mulethi, majuphal, ginger, guava, mint, camphor, etc. They are considered eco-friendly and healthier products as compared to chemical-based toothpastes.
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The herbal toothpastes market is fragmented due to various players attempting to capture a percentage of the growing market share. This includes several US-based players like Colgate-Palmolive, Amway, Procter & Gamble, GlaxoSmithKline, etc. and India-based players such as Dabur, Vicco, Patanjali, etc.
Key players in the market include Colgate-Palmolive Company, Vicco Laboratories, Amway, Hindustan Unilever, Himalaya Wellness, Philan Herbomedix, Vita-Myr International, Amorepacific, Henkel AG & Co., Church & Dwight, GlaxoSmithKline, WinWiz Healthcare, Leverayush, Procter & Gamble, Nature's Gate & WorldPantry.com, Patanjali Ayurved and Dabur India.
Herbal toothpastes have proved especially beneficial in adding extended freshness to teeth, protecting teeth and soothing troubled gums. This had led to a significant increase in the market share of key players. Some of the notable brands of herbal toothpastes available in the market include Dant Kanti, Himalaya, Auromere, Beaueli, Crest, VIYA-MYR, Colgate Herbal, Desert Essence, ZenKinetix, Cibaca, Neem Active, etc.
Most of the herbal toothpaste players have been focusing on product launches, such as Colgate-Palmolive’s launch of Vedshakti in the Thai market, Amway’s launch of herbal toothpastes under Glister brand, Dabur’s 2017 launch of the Dabur Red brand.
Online distribution channels have been eclipsing traditional distribution channels. As a result, manufactures have been attempting to increase their online presence/ For example, Dabur partnered with Amazon, an e-commerce giant, to increase its footprint in the market.
At the same time, offline mediums too remain key for the market. Hence, Patanjali announced plans to begin operations at nearly 5,000 new stores in 2019, with a special eye on boosting the rural market segment in India.
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Drivers of the Herbal Toothpaste Market
The herbal toothpastes marker has been driven by an increased emphasis towards oral health and the growing concerns with regard to ingestion of chemical products, especially those containing fluoride and artificial sweetener and colours. Globalisation, resulting in an increased affinity towards Indian cultural exports like yoga, Ayurveda and Unani medicine, have further driven the market.
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Impact of Covid-19
Though the Covid-19 pandemic is slated to adversely hit most global markets, oral health care is a core daily requirement that is unlikely to be forsaken. Furthermore, herbal toothpastes also remain completive in terms of pricing to chemical-based toothpastes.
However, the herbal toothpaste market may benefit from the tariff wars imminent as a result of the Covid-19 crisis, as countries may aim to reduce imports of chemical-based toothpastes that China has taken a lead in, thereby boosting the herbal toothpaste market.
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The South Asian regional segment has been dominating the herbal toothpaste market, led by India. This has been largely due to a perception of Indian traditional knowledge’s superiority over western consumerism. The South Asian regional segment’s growth is also speculated to be the highest due to the India government promoting production of indigenous products and increasing nationalistic tendencies.
The North American and European, led by the UK, regional segments have also seen substantial growth as a result of globalisation. This trend is likely to strengthen in the coming years as the geopolitical contestations of a Sino-India competition grow stronger, with North American and European markets tilting towards India and Indian products in the face of aggressive Chinese behaviour.
East Asia, especially countries like Japan, Taiwan and South Korea that harbour a strong threat perception from China, is also a strong prospective regional market segment. Latin America, Middle East and Africa, and Oceania are other key market segments.
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