Adult Mouth Care in India
Dissertation Survey Questionnaire on Adult Mouth Care in India
Dissertation Survey Questionnaire on Adult Mouth Care in India
Headlines
·
Sales of adult mouth care in
India reached a value of Rs337 million in 2008, representing an increase of 8%
on 2007.
·
Growth in current value terms
in 2008 was slightly faster than the review period average. This was
attributable to rising awareness of oral hygiene among consumers in urban
India, especially amongst younger people. However, growth was constrained by
fact that most health insurance schemes in India do not provide coverage for
dental treatment. As a result, people are reluctant to go to dentists as they
have to pay high fees. Consequently, their knowledge of oral hygiene products
remains limited, and this has hindered sales of adult mouth care to a large
extent.
·
Maneesh Pharmaceuticals Pvt Ltd
bought the Smyle product portfolio from Kopran Ltd in January 2008, for a sum
of Rs529 million. This includes Smyle Mouth Ulcer Gel.
·
Consumer willingness to
self-medicate remains low for those infected with gingivitis or mouth fungus.
However, when it comes to issues such as bad breath and general oral hygiene,
consumers are more confident of self-medicating.
·
Besides Smyle Mouth Ulcer Gel,
all the other brands in adult mouth care are prescription-only products. As a
result, UTC sales of such prescription-bound products are high, as most
consumers initially buy these products on dentists’ prescriptions, and then
subsequently purchase them on their own for future use.
·
The new owner of Smyle Mouth
Ulcer Gel, Maneesh Pharmaceuticals Pvt Ltd was the sector leader in 2008, with
a 34% value share. It was followed by Raptakos Brett & Co Ltd, with the
Zytee brand, and Glenmark Pharmaceuticals Ltd, with the Candid Mouth Paint
brand. However, the share of Smyle Mouth Ulcer Gel was down by one percentage
point from 2007, due to the brand losing ground to faster growing products,
such as Hexidine from ICPA Health Products Ltd and Clohex from Dr Reddy’s
Laboratories Ltd. The change in ownership of the brand is also likely to have
played a role in the drop in share.
·
Adult mouth care is predicted
to see growth of 21% in constant value terms over the forecast period. Growth
will be driven by rising awareness of oral hygiene among affluent people in
urban India, in particular among young working professionals, who tend to be
extremely conscious about issues such as bad breath. As a result of this,
growth in 2009 will be robust, in spite of the economic downturn affecting
incomes in India.
Sector Data
Rs million
2003 2004 2005 2006 2007 2008
Adult mouth care 235.8 254.2 272.3 290.3 311.4 337.2
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% current value growth
2007/08 2003-08 CAGR 2003/08 TOTAL
Adult mouth care 8.3 7.4 43.0
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% retail value rsp
Company 2004 2005 2006 2007 2008
Maneesh Pharmaceuticals - - - - 33.9
Pvt Ltd
Raptakos Brett & Co Ltd 16.0 16.0 16.0 16.5 16.0
Glenmark 14.0 14.0 14.0 14.5 14.5
Pharmaceuticals Ltd
Dr Reddy's Laboratories 6.0 6.0 6.0 6.0 6.5
Ltd
Win Medicare Ltd 6.0 6.0 6.0 6.5 6.3
ICPA Health Products Ltd 5.0 4.5 4.0 4.0 4.5
GlaxoSmithKline 4.0 4.0 4.0 4.0 4.0
Pharmaceuticals Ltd
Kopran Ltd 36.0 36.0 36.0 35.0 -
Others 13.0 13.5 14.0 13.5 14.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
% retail value rsp
Brand Company 2005 2006 2007 2008
Smyle Mouth Ulcer Gel Maneesh Pharmaceuticals - - - 33.9
Pvt
Ltd
Zytee Raptakos
Brett & Co Ltd 16.0 16.0 16.5 16.0
Candid Mouth paint Glenmark 14.0 14.0 14.5 14.5
Pharmaceuticals
Ltd
Clohex Dr
Reddy's Laboratories 6.0 6.0 6.0 6.5
Ltd
Betadine Gargle Win Medicare Ltd 6.0 6.0 6.5 6.3
Hexidine ICPA
Health Products Ltd 4.5 4.0 4.0 4.5
Piodin GlaxoSmithKline 4.0 4.0 4.0 4.0
Pharmaceuticals
Ltd
Smyle Mouth Ulcer Gel Kopran Ltd 36.0 36.0 35.0 -
Others 13.5 14.0 13.5 14.3
Total 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Rs million
2008 2009 2010 2011 2012 2013
Adult mouth care 337.2 350.8 363.9 376.5 388.5 399.7
Source: Official
statistics, Trade associations, Trade press, Company research, Trade
interviews, Euromonitor International estimates
% constant value growth
2008-13
CAGR 2008/13
TOTAL
Adult mouth care 3.5 18.5
Source: Official
statistics, Trade associations, Trade press, Company research, Trade interviews,
Euromonitor International estimates
