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Sensitive Toothpaste Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global sensitive toothpaste products market was valued at USD 8.5 billion in 2022 and is projected to expand at a CAGR of 5.2% from 2023 to 2030. The increasing prevalence of tooth sensitivity is a major factor driving the growth of the market. Sensitive toothpaste is designed to address the issue of tooth sensitivity and provide relief from tooth sensitivity pain. It is formulated with ingredients such as potassium nitrate, strontium chloride, and arginine to protect teeth against sensitivity. Furthermore, the rising number of people suffering from sensitive teeth due to various factors such as wear and tear of enamel, receding gums, and gum disease is expected to augment the market growth.
The increasing consumption of sugar-based products and beverages is a major factor propelling the growth of the market. The consumption of sugar-based products and beverages increases the risk of tooth decay, which leads to tooth sensitivity. Hence, the rising consumption of sugar-based products and beverages is expected to drive the demand for sensitive toothpaste products. In addition, the rising awareness regarding oral care and hygiene among consumers is also driving the market growth.
The increasing demand for natural and organic products is expected to drive the market growth. Natural and organic sensitive toothpaste products are gaining traction due to their safety and effectiveness. Natural and organic toothpaste products are formulated with ingredients such as natural oils, herbs, and minerals, which help in reducing tooth sensitivity and provide relief from pain. Furthermore, manufacturers are increasingly launching new products in the market to cater to the rising demand. For instance, in February 2021, Crest launched a new line of toothpaste called Pro-Health Sensitive Shield, which is designed to protect teeth against sensitivity and provide relief from pain.
The increasing number of partnerships and collaborations between manufacturers and distributors is expected to accelerate the market growth. Key players are engaging in partnerships and collaborations to expand their product portfolio and gain a competitive edge in the market. For instance, in October 2021, Colgate-Palmolive partnered with Amazon to launch a new toothpaste called Colgate Total SF Sensitive Pro-Relief, which is designed to provide relief from pain and protect teeth against sensitivity.
Apart from that, the growing demand for travel-sized toothpaste is also expected to drive the market growth. Travel-sized toothpaste is gaining traction due to its convenience and portability. Furthermore, the increasing number of dental clinics and health centers is also driving the market growth. The growing number of dental clinics and health centers is expected to fuel the demand for sensitive toothpaste products.
Product Insights
The sensitive toothpaste segment accounted for a market share of around 40.0% in 2022. Increasing awareness and growing demand for oral hygiene products across the world are the major factors driving the growth of the sensitive toothpaste market. According to an article published by Harvard Medical School, in June 2020, tooth sensitivity is one of the most common oral health issues. In addition, the growing number of dental clinics and the introduction of new toothpaste products in the market are further contributing to the growth of the sensitive toothpaste segment.
The whitening toothpaste segment is expected to witness the highest CAGR of 9.7% over the forecast period. Increasing awareness among consumers regarding dental hygiene and rising demand for cosmetic products are some of the major factors driving the growth of the whitening toothpaste segment. Additionally, the increasing number of product launches with natural ingredients is expected to create growth opportunities for the market. Furthermore, the growing trend of personalization is also leading manufacturers to develop toothpaste products specifically tailored to meet the needs of consumers.
Distribution Channel Insights
The supermarkets and hypermarkets segment is expected to dominate the market with a share of over 38.2% in 2022. The growth of the segment is mainly driven by the rising consumer inclination towards supermarkets & hypermarkets as a primary source to purchase personal care products. Supermarkets & hypermarkets are also preferred by consumers due to the availability of a wide range of products with different prices. In addition, these establishments provide a reasonable selection of products and assist customers in making rapid purchasing decisions for the required sensitive toothpaste product.
The online segment is expected to expand at the highest CAGR of 13.2% over the forecast period. E-commerce development in the personal care and sensitive toothpaste industry has been rapid, with companies launching online websites and shopping apps to increase their brand visibility among consumers. Moreover, the growing number of e-commerce stores and applications, such as Amazon, Flipkart, and Nykaa, are offering discounts and promotional offers which attract more customers to purchase sensitive toothpaste products online.
Type Insights
The mainstream segment accounted for the largest revenue share of 66.0% in the year 2022. The increasing focus of mainstream personal care and cosmetics companies such as Colgate-Palmolive and GlaxoSmithKline on the development of toothpaste specifically designed for sensitive teeth is driving the growth of the mainstream segment. For instance, in January 2021, Colgate-Palmolive launched Sensitive Pro-Relief toothpaste, formulated with Pro-Argin technology to help soothe and protect sensitive teeth.
The premium segment is anticipated to expand at the highest CAGR of 7.9% over the forecast period. Increasing demand for luxury toothpaste among consumers with higher disposable income is propelling the growth of the premium segment. Companies such as LVMH and Unilever are focusing on marketing and product development strategies to strengthen their presence in the premium sensitive toothpaste space. For instance, in April 2021, Unilever launched a new premium toothpaste brand called Pronamel Gentle Whitening. The product is specifically designed for people with sensitive teeth and is formulated with natural ingredients such as cranberry extract and aloe vera.
Regional Insights
The Asia Pacific is projected to account for the largest market share in 2022. This is due to the presence of a huge population base, which is increasingly becoming aware of the various benefits of using sensitive toothpastes. Additionally, the region has an extensive distribution network of dentifrices and oral hygiene products, which is expected to support the growth of the sensitive toothpaste market in the coming years.
North America is expected to witness steady growth in the forecast period. In the region, the U.S. accounts for the largest market share on account of the rising demand for sensitive toothpaste products. Additionally, the presence of key market players, such as Colgate-Palmolive Company, Unilever, and GlaxoSmithKline, is driving the market growth in the region. For instance, in March 2021, Colgate-Palmolive Company launched its Colgate Sensitive Pro-Relief toothpaste in the U.S. market.
Financial Projections
In this part of the sensitive toothpaste products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your toothpaste products. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main sources of revenue for a sensitive toothpaste products business come from retail sales, online sales, and wholesale distribution. Here you will find a list with a description of each of them and other possible sources of profit such as promotional campaigns, discounts, and sales incentives.
Projecting Expenses
In this section, all the regular expenses related to keeping the sensitive toothpaste products business running will be described. The list of operating expenses includes raw materials for manufacturing, employee salaries, marketing and advertising costs, research and development, inventory, taxes, utilities, insurance policies, and others.
Key companies & market share insights
Some of the major companies operating in the sensitive toothpaste market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In June 2022, Colgate-Palmolive launched the Colgate Sensitive Pro-Relief range of toothpaste, specifically designed to provide relief from sensitive teeth.
– In September 2022, Unilever launched the Sensodyne Repair and Protect range of toothpaste, specifically designed to help repair and protect sensitive teeth.
– In October 2022, GlaxoSmithKline launched the Sensodyne Rapid Relief range of toothpaste, specially formulated to provide fast relief from tooth sensitivity.
Some of the prominent players in the sensitive toothpaste market include:
– Colgate-Palmolive
– Unilever
– GlaxoSmithKline
– Procter & Gamble
– Church & Dwight Co., Inc.
– Henkel AG & Co.
– Lion Corporation
– Kao Corporation
– Johnson & Johnson
– Sunstar Suisse S.A.
Global Sensitive Toothpaste Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global sensitive toothpaste products market based on product, distribution channel, type, and region:
1. Product Outlook (Revenue, USD Million, 2017 – 2030)
– Toothpaste
– Mouthwash
– Toothbrush
– Whitening Products
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Pharmacies & Drug Stores
– Others
3. Type Outlook (Revenue, USD Million, 2017 – 2030)
– Regular
– Sensitive
4. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What are the drivers of the Sensitive Toothpaste Products Market?
[A]: The global sensitive toothpaste products market is driven by the increasing awareness about oral health and hygiene, the growing consumer demand for natural ingredients, and the rising preference for natural and herbal products. Moreover, the growing demand for products with additional benefits such as whitening, cavity protection, and tartar control is also driving the market.
[Q]: Who are the Key Players in the Sensitive Toothpaste Products Market?
[A]: Some of the major players in the sensitive toothpaste products market include Unilever, GlaxoSmithKline plc, Colgate-Palmolive Company, Procter & Gamble, Lion Corporation, Church & Dwight Co., Inc., Dabur International Ltd., Henkel AG & Co. KGaA, and others.
[Q]: What are the technological advancements in the Sensitive Toothpaste Products Market?
[A]: Technological advancements such as the introduction of natural ingredients, innovative packaging, and smart toothpaste are driving the global sensitive toothpaste products market. Natural ingredients such as aloe vera and chamomile are being used in the production of sensitive toothpaste to reduce tooth sensitivity. Innovative packaging helps to reduce the wastage of toothpaste and helps to maintain its freshness. Smart toothpaste contains ingredients that help to protect teeth against cavities, whiten teeth, and reduce tartar.
[Q]: What are the Challenges Faced by the Sensitive Toothpaste Products Market?
[A]: The major challenge faced by the global sensitive toothpaste products market is the high cost involved in the production process. The high cost of raw materials and packaging is making it difficult for manufacturers to produce competitively priced products. Also, the growing demand for organic products is making it difficult for manufacturers to meet the demand.
[Q]: Which Regions are Expected to Experience the Highest Growth in the Sensitive Toothpaste Products Market?
[A]: Asia Pacific is expected to experience the highest growth in the global sensitive toothpaste products market due to the increasing awareness about oral health and hygiene, the growing popularity of natural ingredients, and the rise in disposable incomes in the region.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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