Both the United States and India are experiencing growth in the Oral Health Care industry. Each country is in a different segment of growth and is capitalizing on current economics interests and trends with personal oral care. Currently, the major growth being experience within the US Oral Care industry is with all natural oral and personal care products. Compared to the world, the US has the highest demand and interest in natural oral care products, and the market for these is currently valued at $3 billion and is growing by 15 percent each year. In recent years growth opportunities in the largely stagnant oral care segment have been hard to come by, forcing key players to segmentalize their category offering with products such as breath-freshening strips, teeth whitening products and oral care chewing gums. However, with the increasing consumer interest in natural products, this trend is now spilling over to the oral care segment, where natural-based products are driving growth. Consumers now have many all-natural products to choose from in their local grocery stores. The newest segment being oral care. In contrast, in India, the general oral care market (not the all-natural market) offers huge potential as penetration and per capita consumption of oral health care products is extremely low. The rising of per capita income and increasing awareness is driving demand of oral care products. Consumers are now more educated and aware of the need for good oral health care. They also now have the extra income to purchase value-added toothpastes like gels, mouth washes, and teeth whitening products. Even in the rural, more poverty stricken areas, consumers are switching from toothpowders to toothpastes. There is even a start to the natural products interest through the use of of herbs, vitamins and minerals. A serious challenge for the industry is the low dentist-population ratio, with just one dentist for 10,000 people in urban areas and about 0.25 million people in rural areas. There is an urgent need of more dental health practitioners with relevant qualifications and training. The Indian Government has undertaken many initiatives like local dental health camps to encourage healthy oral care. Manufacturers are using advertising campaigns to promote higher usage of toothpastes and toothbrushes. Colgate and HUL together account for over two-thirds of the organized toothpaste market. In toothpowder market, Colgate, HUL and Dabur are the major players. These companies look to further their growth mostly through new product lines in the US and through market penetration in underdeveloped areas.
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