AYURVEDIC TOOTHPASTE MARKET ANALYSIS

The global ayurvedic toothpaste market size was valued at USD 853.55 million in 2021 and is anticipated to witness a compound annual growth rate (CAGR) of 13.41% from 2022 to 2030. Demand for ayurvedic toothpaste is increasing due to the growing consumer preference for environmentally friendly and chemical-free products. Many manufacturers are turning to herbal toothpaste, which contains natural components that promote optimal oral health. Herbal toothpastes also provide excellent protection for teeth. As a result, major market players are focusing their R&D activities to launch new varieties.

Global Ayurvedic Toothpaste Market: Regional Insights

Regionally, Asia Pacific is expected to dominate the global ayurvedic toothpaste market over the forecast period and this is attributed to the relevance of herbs and Ayurveda to the Indian culture. India represents the most dominant market in the Asia-Pacific and global regions. The Indian Ayurvedic toothpaste market was valued at USD 431.03 million in 2020, and it is projected to reach USD 1,050.27 million by 2026, registering a CAGR of 16.40% during the forecast period, 2021-2026.

At the same time, North America is expected to witness significant growth over the forecast period owing to the growing awareness regarding importance of using herbal products. The ayurvedic toothpaste market in the United States was valued at USD 84.48 million in 2020, and it is projected to reach USD 136.00 million by 2026, registering a CAGR of 8.41 % during the forecast period.

Figure 1. Global Ayurvedic Toothpaste Market Share (%), By Region, 2021

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Global Ayurvedic Toothpaste Market Drivers:

Growing prevalence of oral disease is a prime factor driving growth of the global ayurvedic market. According to the World Health Organization, oral diseases pose a major issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. The Global Burden of Disease Study 2017 had estimated that oral diseases affect close to 3.5 billion people, worldwide, with caries of permanent teeth being the most common condition.

Advancement in the technology and continuous innovation has led to launch of new product in the market. For instance, in 2018, Dabur had announced the launch of "Dabur Red Gel" that is packed with potent ayurvedic ingredients, like mint, clove oil, Tomar, and has refreshing gel properties, making it the right blend for protection from dental problems while providing long-lasting freshness. This product was aimed at providing the tried and tested benefits of Ayurveda in a modern-day convenient format.

Global Ayurvedic Toothpaste Market Opportunities:

Increasing availability of flavored herbal toothpaste variants is projected to bring bright market opportunities in the near future. For instance, recently Australia-based Desert Essence developed the Tea Tree Oil & Neem Wintergreen toothpaste that contains extracts from the Neem tree, an evergreen tree native to India. These extracts make breath feel fresher, fight mouth bacteria, and whiten teeth, while the tea tree oil’s antiseptic properties prevent gingivitis.

There is a high demand for herbal toothpaste for children which is projected to offer significant growth opportunities for the market players. Growing rate of cavities among kids, along with rise in awareness regarding the benefits of Ayurveda among parents, is projected to augment the market during the forecast period.

Global Ayurvedic Toothpaste Market Trends:

Herbal toothpaste with activated charcoal fusions is a growing trend in the market. Due to, brands, such as Colgate and Pepsodent, have been launching newer toothpaste variants with exotic ingredients, such as activated charcoal, owing to its ability to remove stains and eliminate bacteria and toxins in the mouth.

Expanding e-commerce industry due to growing digital marketing trend is again propelling growth of the market. Online retail represent one of the fastest growing channels in the ayurvedic toothpaste market. Moreover, key players adopting various business strategies to expand their visibility.  For instance, in May 2021, Sri Sri Tattva, India's leading health and wellness brand, collaborated with Bigbasket, India’s leading online retailer. The Bigbasket mobile shopping application has a dedicated section on the mobile shopping app, for ayurveda, which is activated with products and lifestyle tips powered by Sri Sri Tattva for ayurveda.

Global Ayurvedic Toothpaste Market Restraints:

High penetration of conventional toothpaste is expected to act as restraint for the market. The market of conventional toothpaste is highly competitive with the presence of multiple regional and multinational players with enticing claims to cater to the ever-growing demand across the world.

Lack of awareness regarding the health benefits of herbal toothpaste across developing countries such as MEA is again projected to curtail the market growth.

Figure 2. Global Ayurvedic Toothpaste Market Share (%) in terms of Values, By Distribution Channel, 2021

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Global Ayurvedic Toothpaste Market Segmentation:

The global Ayurvedic Toothpaste market report is segmented into distribution channels and geography

Based on distribution channels, the market is segmented into Supermarkets/Hypermarkets, Convenience Stores, Online Retail, Pharmacies/Drug Stores, and Other Distribution Channels. Out of which, Convenience Stores is expected to dominate the global market over the forecast period on the account  of  being  a  sales  channel  that  enters  large cities in India and few other developing countries. The convenience stores segment of the market studied was valued at USD 366.33 million in 2020, and it is projected to reach USD 681.56 million by 2026, registering a CAGR of 11.78% during the forecast period.

Supermarkets/Hypermarkets segment is also expected to witness significant growth in the near future and this is owing to the high penetration of the channel, majorly across large cities and metropolitan areas.

Global Ayurvedic Toothpaste Market: Key Developments

1. In June 2021, Dabur India announced plans to eliminate the use of the outer paper carton for its toothpaste brand, Dabur Red Paste, in a pilot with Reliance Retail. The move was announced in line with the company’s attempts to reduce packaging waste.
2. In June 2021, Dabur India Ltd commenced the construction of its largest and latest eco-friendly manufacturing facility in Madhya Pradesh. With a phased investment of around INR 550 crore, this new unit is designed to manufacture a range of Dabur's food products, ayurvedic medicines, and health supplements.
3. In July 2019, Dabur India Ltd announced the expansion of its toothpaste portfolio, with the launch of its new Babool Ayurvedic Toothpaste.
4. In March 2021, Colgate-Palmolive India launched a new product, Colgate for Diabetics. As per the company, the new toothpaste is a clinically proven formula with a blend of ayurvedic ingredients, such as madhunashini, neem, jamun seed extract, and amla.
5. In September 2020, Colgate was the official Smile Partner for 6 teams in Dream11 IPL 2020. Colgate’s Smile Icon was made visible across a variety of touchpoints throughout the tournament.
6. In February 2020, Patanjali Group partnered with JHS Svendgaard Retail Ventures to set up its stores at airports across the country. JHS Svendgaard Retail Ventures is a subsidiary of the private-label oral care product manufacturer, JHS Svendgaard Laboratories.

Global Ayurvedic Toothpaste Market: Key Companies Insights

The global Ayurvedic Toothpaste market is highly competitive. This is attributed to continuous launch of new technologies due to ongoing R &D and efforts by value chain participants. Moreover, key players are adopting various business growth strategies in order to expand their presence on regional as well as global basis. Some of the key players in the global Ayurvedic Toothpaste market are Dabur India Ltd, Colgate-Palmolive Company, Patanjali Ayurved, Himalaya Drug Company, Vicco Laboratories, Unilever PLC, Amway Corporation, GlaxoSmithKline PLC, Auromere, Sunrider International, Procter & Gamble, and The Hain Celestial Group Inc. (Jason Natural Products)

*Definition: Ayurvedic Toothpaste is a natural product that is beneficial to oral health and can reduce plaque and gingivitis. It is cruelty-free and has no animal ingredients.