BRICS ORAL CARE MARKET ANALYSIS

The BRICS Oral Care Market is estimated to surpass US$ 27.46 Billion by the end of 2030 in terms of revenue, exhibiting a CAGR of 6.4% during the forecast period (2023 to 2030). Oral care is a hygiene practice to keep the oral cavity clean and fresh in order to prevent various oral diseases. Oral hygiene products are intend to clean the mouth and maintain better oral hygiene. Toothbrushes, toothpaste, mouthwashes, and dental floss are some of the common oral care products.

BRICS Oral Care Market - Impact of Coronavirus (COVID-19) Pandemic

The BRICS oral care market faced supply chain disruptions amid the COVID-19 pandemic. The slowdown in growth was due to the restrictions in place during the lockdown period. However, leading companies continued their production activities despite restrictions since oral care products are classified as essential consumer product items.

BRICS Oral Care Market: Growth Drivers

Growing awareness about maintaining hygiene

The rising awareness regarding oral hygiene among consumers in the BRICS region is fueling the market growth of BRICS Oral Care Market. The growing prevalence of dental carries is another major factor propelling the BRICS oral care market growth. Increasing population especially across India and China coupled with the improving living standard of the consumers is further expected to augment the market growth. For instance, according to the estimates of WHO Global Oral Health Status Report (2022), oral diseases affect close to 3.50 billion people worldwide, with three out of four people affected living in middle-income countries. Globally, an estimated 2 billion people suffer from dental caries of permanent teeth and 514 million children suffer from caries of primary teeth. Hence, the growing awareness about oral hygiene is expected to expand the growth of the BRICS oral care market during the forecasted period.

Technological advancements in oral care products

Technological innovations in oral care products can lead to the creation of unique and highly effective products that provide improved oral hygiene solutions. For example, electric toothbrushes are meant to give improved cleaning performance as compared to regular manual toothbrushes. Another example is the creation of smart toothbrushes that are linked to mobile applications. These toothbrushes are capable of tracking brushing behavior, providing real-time feedback, and even reminding users to wash their teeth. Furthermore, improvements in dental hygiene tools such as water flosses and interdental cleaners have boosted the market growth. These gadgets employ innovative technologies, such as pulsing water streams or air pressure, to remove plaque and debris from difficult-to-reach regions, resulting in improved dental hygiene. With the rise in awareness about the importance of oral hygiene, these advanced products are likely to gain more popularity and drive the BRICS oral care market growth.

BRICS Oral Care Market: Market Restraints

Lack of distribution channels and high cost of specialized products

The absence of a distribution channel might hinder growth in the BRICS oral care market by making it harder for producers to contact their target clients efficiently. As a result, market penetration and sales may be limited. The high cost of specialized oral care products, on the other hand, might operate as a barrier to market expansion. Consumers may be hesitant or unable to buy these pricey items, resulting in decreasing demand. To offset these limitations, internet platforms and e-commerce may be used as alternative distribution methods, allowing businesses to access a larger client base. Furthermore, efforts in marketing and promotion might improve customer awareness and educate them about the benefits of specialized dental care products, thereby justifying the higher prices.

Market Trends

Growing focus of improving personal healthcare among young generation

Chewing tablets are a trendy concept in the market and are gaining demand among the millennial population. The growing emphasis on personal health care among younger generations is expected to drive the growth of the BRICS oral healthcare market. Moreover, an increasing number of dental clinics in the BRICS region is further anticipated to foster the market growth over the foreseeable timeframe. For instance, according to India Brand Equity Foundation, The Indian healthcare sector is expected to record a three-fold rise, growing at a CAGR of 22% between 2016–22 to reach US$ 372 billion in 2022 from US$ 110 billion in 2016. By FY22, Indian healthcare infrastructure is expected to reach US$ 349.1 billion.

BRICS Oral Care Market: Regional Analysis

Among regions, China held the dominant position in the BRICS Oral Care Market in 2022, accounting for 36.2% of the market share in terms of revenue, followed by India and South Africa. This is due to China's vast population and rapid economic growth, which has raised the demand for oral care products. Following China were India, South Africa and Brazil, reflecting their rising market presence and consumer need for oral care goods. Improved disposable income and growing awareness about oral health and hygiene are anticipated to help these countries in terms of oral health.

Figure 1: BRICS Oral Care Market Value Share (%), By Region, 2022 

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BRICS Oral Care Market: Segmentation

On the basis of product type, in 2022, toothpaste by holding the market share of 73.80 is the leading segment followed by dental floss, mouth wash, denture care and others. Recent product and innovation such as whitening toothpaste, flavored gel toothpaste and more is expected to boost the demand during the forecasting period.

Figure 2: BRICS Oral Care Market Value Share (%), By Product Type, 2022 

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BRICS Oral Care Market: Key Developments

• In January 2021, Dabur India Limited, an India-based consumer goods company, introduced the mouthwash under category Dabur Red Pulling Oil, an ayurvedic mouthwash
• Dabur India Limited, India's leading science-based ayurveda firm, achieved a great milestone in its sustainability journey in February 2022. The firm has become a 100% 'Plastic Waste Neutral Company' in India, setting a new industry standard for environmental stewardship.
• In 2020, GSK Consumer Healthcare, launched global oral care and denture care brand Polidentin India. With the introduction, GSK India has entered the specialised denture care category.
• In February 2021, Hello Products a company which provides oral products has announced the launch of its new, sustainable and natural oral and personal care products. Hello, Products are vegan, cruelty-free, and free from synthetic fragrances, dyes, SLS/sulfates, and parabens.

BRICS Oral Care Market: Key Companies

The major players operating in the BRICS oral care market include Colgate-Palmolive, Unilever, Johnson & Johnson, GlaxoSmithKline, and Philips.

*Definition: BRICS oral care refers to the dental and oral hygiene goods and services provided by the BRICS member countries of Brazil, Russia, India, China, and South Africa. It encompasses a wide range of items and services such as  toothbrushes, mouthwashes, dental floss, dental treatments, and preventative oral care measures. The goal of BRICS oral care is to promote excellent oral health and hygiene practices among citizens, increase access to inexpensive dental treatment, and address oral health concerns that are widespread in the member nations.