Oral care/oral hygieneis the practice of keeping mouth clean and healthy by regularly brushing and cleaning the teeth. There are several oral problems such as bad breath, dry mouth, canker or cold sores or tooth decay which can be treated with proper diagnosis and oral care. Oral care/oral hygiene market has been growing due to increase in good hygiene practices, increasing prevalence of oral diseases and technological advancements in oral care/oral hygiene products. Oral hygiene involves keeping daily preventive care, including proper brushing, cleaning and flossing, which help in deterring problems before they develop. The most common types of oral care problems are dental carries, periodontal (gum) disease and gingivitis. In order to avoid such problems, several precautions are to be taken such as consumption of water after acidic foods, reduced consumption of aerated drinks, use of sugar free chewing gums, and others.
The oral care/oral hygiene market is segmented on the basis of product and distribution channel. On the basis of product, the market is segmented into toothpaste, toothbrushes and accessories, mouthwashes/rinses, dental accessories/ancillaries, denture products and dental prosthesis cleaning solutions. The toothpaste segment accounted for the largest share in 2016, owing to the huge adoption of toothpaste to maintain good oral hygiene, avoid dental diseases, and for post-surgical procedures.
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Competitive pricing pressure faced by prominent players is the key factor that is restraining the growth of oral care /oral hygiene market globally. For instance, Glister toothpaste by Amway costs for $14.95, while Colgate from Colgate-Palmolive company costs barely $3.25. Dental floss from Colgate-Palmolive company costs $5.77 while that of Johnson & Johnson costs $7.07. Due to such huge price difference, the products having lower price are preferred thus, restraining the overall growth of the industry.
Due to the increase in competition among market players in the oral care/oral hygiene market, the companies are focusing on development of new products globally to increase its product portfolio.
In February 2016, Colgate-Palmolive (India) Limited, created a completely new segment namely "express tooth pain relief" with the launch of its innovative new product "Pain Out", which aims to reduce the pain caused in tooth due to several problems.
The major players operating in the global oral care/oral hygiene market are Colgate-Palmolive Company, Procter & Gamble Company, GlaxoSmithKline PLC, Johnson & Johnson Services Inc., Koninklijke Philips N.V., Kao Corporation, Sunstar Suisse S.A., Dr. Fresh, LLC, Lion Corporation and Church & Dwight Co. Inc.
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