Toothpowder makers target the unbrushed

Oral hygiene has assumed great importance in Indian households in the recent past and fast moving consumer goods (FMCG ) companies are arming themselves to the teeth to capture a large share of this fast growing market.

According to IRS data, currently 66 per cent Indian households use toothpastes, 24 per cent use toothpowders, while 18 per cent are nondentifrice users (those who use neither toothpastes nor toothpowders).

"These figures are not unique in themselves because there are lot of consumers in India who use both toothpastes and toothpowders. Still, a number of consumers feel that massaging their gums with toothpowder is the best way to maintain oral hygiene and, hence, use both toothpowders and toothpastes. And the fact that 18 per cent households do not use any oral care product means there is that much more scope and potential available for players to expand their user base," said Rana Banerjee, marketing head (oral care), Dabur India .

Dabur's Lal Dant Manjan toothpowder boasts of around 30 per cent of the market share, whereas the toothpowder of another big player in the oral care segment, Colgate, claims 38 per cent of market share. Apart from these major players some regional and national players, too, operate in the toothpowder market, which continues to report growth. According to estimates, the toothpowder market in India was worth around Rs 511 crore in 2010, up from Rs 501 crore in 2009 and Rs 490 crore in 2008.

Globally, consumers are now embracing toothpowders. "You can see examples of multinationals introducing toothpowders in their local markets now. So, the concept is highly relevant today and will continue to be so" added Banerjee.

However, demand for toothpowders is much lower than that of toothpastes. Yet there are consumers who swear by toothpowders, especially the senior citizens.

"Another reason why toothpowders still exist in urban areas may be the latest trend of using natural products. Items like Dabur Lal Dant Manjan or Vicco Vajradanti promise to have natural ingredients, which might be a reason for the presence in the market," said a shop owner on condition of anonymity.

Uttar Pradesh and Bihar are the two largest markets for Dabur Lal Dant Manjan. However, other markets, spread across India, continue to offer good growth prospects for the product, he added.

Advertising plays a key role in branding products in the oral care segment. So, Dabur has signed up Bhojpuri star Ravi Kishan as the brand ambassador for Lal Dant Manjan and Colgate has roped in Bollywood actor Suneil Shetty to advertise the firm's toothpowder.

However, analysts feel that in the long run this is just an upgradation process - an effort to get non- dentifrice users to adopt conventional forms of oral hygiene.

"The market is declining and actually depends a lot on demography. But, yes, in the long run MNCs (multi- national corporations) are looking to this product as an upgradation process, for example, to upgrade people who still use a datun to toothpowder and then to toothpaste," said Anand Ramanathan, manager, KPMG.

Courtesy: Mail Today