The global professional dental care market is highly fragmented in nature. Along with global players, various regional and local players operate in this market. In toothpastes and toothbrushes market Colgate-Palmolive Company (U.S.), The Procter & Gamble Company (U.S.), Unilever plc (U.K.) dominates the market and together accounted for ~70-75% of the global professional dental care market in 2015. On the other hand, in cosmetic teeth whitening products market is dominated by Colgate-Palmolive Company (U.S.), Ultradent Products, Inc. (U.S.), The Procter & Gamble Company (U.S.), and GC Corporation (Japan).
The leading position of Colgate-Palmolive Company (U.S.) in professional dental care market is mainly attributed to its strong product portfolio and strong distribution and services network across the globe. The company sells its products in over 200 countries across the globe. It offers wide range of toothpastes, toothbrushes, dental floss, mouthwashes, and other oral pharmaceutical products for dentists, oral health professionals, and consumers. The company significantly focuses on product innovation, product enhancement, and product launches; it invested USD 274 Million for R&D activities in 2015. The company launched two new products, Colgate Optic White Toothbrush + Whitening Pen (a first-ever toothbrush with built-in whitening pen) and Pain Out (a tooth pain relief product) in 2014 and 2016, respectively. It also focuses on strengthening customer engagement through promotional activities and also involved in spreading dental hygiene awareness in various countries. In this regard, Colgate-Palmolive Company (U.S.) partnered with the Indian Dental Association (IDA) to conduct “Oral Health Month 2015,” a dental health awareness campaign in India and several other geographies to highlight the importance of oral health.
The Procter & Gamble Company (U.S.) held the second-largest share in the professional dental care market in 2015. The company has a strong presence across North America, Europe, Australia, and Asia, with manufacturing facilities located in 70 countries across the globe. The company operates through five major business segments, namely, Fabric and Home Care; Baby, Feminine, and Family Care; Beauty, Health Care; and Grooming. The Health Care business includes dental care products (toothbrushes, toothpastes, and other dental care products) and personal healthcare products (gastrointestinal, rapid diagnostics, respiratory, vitamins/minerals/supplements, and other personal healthcare products). The company offers its dental care products under the Crest and Oral-B brands. P&G focuses on product launches as its major growth strategy. Since 2014, the company has launched various innovative oral care products such as Crest Sensi-Stop Strips, Crest Pro-Health [HD], Crest + Oral-B Pro- Health JR toothpastes and toothbrushes, and Oral-B GENIUS. Continuous innovation in dental care products will help the company enhance its position in the dental industry. The company targets dental institutes, private dental practitioners, pharmacies, and other distribution channels to promote and sell its products. The growing demand for technologically advanced oral care products and increasing awareness about dental hygiene provide growth opportunities to the company.
Industry players adopted the strategy of new product launches to achieve growth in the global professional dental care market an accounted for share of 70.6% of the total developments. For instance, in July 2016, Koninklijke Philips N.V. (Netherlands) launched the Sonicare FlexCare Platinum Connected, a Bluetooth-connected power toothbrush for adults. This product launch helped the company to enhance its electric toothbrush product portfolio. Similarly in March 2016, Colgate-Palmolive (India) Limited, one of the subsidiaries of Colgate- Palmolive Company, launched Pain Out Gel, a dental gel for tooth pain relief. In addition to that, some of the industry players such as The Procter & Gamble Company (U.S.), Ultradent Products, Inc. (U.S.), and Unilever plc (U.K.) also launched various dental care products between 2013 and 2016.
Professional Dental Care Market by Type (Toothbrush (Electric, Battery-powered), Toothpaste, Mouthwash, Denture Products, Dental Accessories (Whitening Products, Breath Freshener, Dental Floss, Dental Water Jet)) - Global Forecast to 2021
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