Why ‘natural’ toothpastes are on the wane
Live MintOn an analysts’ call, Colgate Palmolive India CEO Prabha Narasimhan said the ‘natural’ segment of the toothpaste market has plateaued and even declined somewhat after growing by nine percentage points over 2016-19. The plain statistic that half of rural Indians do not brush their teeth or that half of urbanites brush their teeth only once a day might lead some to think that Indians have poor dental hygiene and that the country represents a dentist’s paradise. The plateauing of the ‘natural’ segment in toothpaste reflects the maturing of the FMCG market when it comes to the appeal of tradition and nationalism as drivers of demand. However, the fact that half of rural Indians do not brush their teeth and that half of urban Indians do so only once a day shows there’s significant room for growth in the overall dental care market and its subcategories.
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