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Sensitive Toothpaste Market - Introduction

Sensitive toothpaste is used to clean the teeth, remove plaque, prevent cavities, and whiten teeth besides treating sensitivity in the gums. Increasing disposable income and consumer awareness about oral hygiene apart from change in lifestyle is expected to drive the global sensitive toothpaste market during the forecast period.

Sensitive Toothpaste Market – Competitive Landscape

The Procter & Gamble Company (Gillette)

The Procter & Gamble Company was founded in 1837 by William Procter and James Gamble and is headquartered in Cincinnati, Ohio, United States. Procter & Gamble Company manufactures and markets a wide variety of products in the U.S. and around the world in five different product categories: beauty, grooming, health care, fabric & home care, and baby, feminine & family care. The company owns 72 manufacturing sites globally and 25 of them are in the United States and the remaining 47 are all over the world. The company manufactures fabric & home care products at 41 manufacturing sites.


Unilever is a provider of consumer goods and toothpaste under the brand Pepsodent and Close-up. The company has presence in nine countries across the globe. It operates through four segments: personal care being the largest segment, followed by foods, home care, and refreshment. Pepsodent and Close-up operates under the personal care segment.

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Colgate-Palmolive Company

Colgate-Palmolive Company manufactures and markets a wide variety of products in the U.S. and around the world in two product segments: Oral, Personal and Home Care; and Pet Nutrition.The company owns 82 properties and leases approximately 238 properties which include manufacturing, distribution, research, and office facilities worldwide. The global and regional trademarks of the company are Colgate, Palmolive, Speed Stick, etc.

GlaxoSmithKline plc

GlaxoSmithKline plc (GSK) is a global health care company that operates through three key business segments: pharmaceuticals, vaccines, and consumer health care. GlaxoSmithKline plc operates in more than 150 countries, with one-third of its offices and centers in emerging markets. Sensodyne is the brand of GSK in the sensitive toothpaste market.

Other key players operating in the sensitive toothpaste market are Church & Dwight Co. Inc., Hain Celestial Group Inc., Henkel Ag & Company KgaA, Lion Corporation, Sunstar Suisse SA, Science Arts (Yunnan Baiyao), Crest, SQUIGLE, Inc., Dabur, and Coswell SpA.

Sensitive Toothpaste Market – Dynamics

Increasing consumer awareness about dental hygiene

Increase in oral hygiene programs such as advertisements and campaigns by governments and dental associations have boosted the demand for sensitive toothpaste. Consumption of tobacco based products, and a sugar rich diet leads to major dental problems. Thus, consumers have started paying attention to oral hygiene which has led to the increase in demand for sensitive toothpaste.

Growth of Population in Asia Pacific

Asia Pacific accounts for more than 59% of world population which is expected to offer huge opportunities for the product in the region during the forecast period. Increasing population across the Asia Pacific region coupled with increasing disposable income has resulted in enhanced demand for sensitive toothpaste. The population in India is growing which is expected to result in more demand for the product. Sensitive toothpaste has an advantage over other toothpaste as it minimizes gum sensitivity.

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Sensitive Toothpaste Market – Segmentation

The sensitive toothpaste market can be bifurcated on the basis of:

  • Product Type
  • End-use
  • Distribution Channel
  • Region

Sensitive Toothpaste Market Segmentation – By Product Type

Based on product type, the sensitive toothpaste market can be divided into:

  • Highly Sensitive Toothpaste
  • Low Sensitive Toothpaste

Sensitive Toothpaste Market Segmentation – By End-use

Depending on end-use, the sensitive toothpaste market can be categorized into:

  • Residential
  • Commercial

Sensitive Toothpaste Market Segmentation – By Distribution Channel

In terms of distribution channel, the sensitive toothpaste market can be segmented into:

  • Online
  • Offline
    • Supermarkets/ Hypermarkets
    • Specialty Stores
    • Retail Stores

This study by TMR is all-encompassing framework of the dynamics of the market. It mainly comprises critical assessment of consumers' or customers' journeys, current and emerging avenues, and strategic framework to enable CXOs take effective decisions.

Our key underpinning is the 4-Quadrant Framework EIRS that offers detailed visualization of four elements:

  • Customer Experience Maps
  • Insights and Tools based on data-driven research
  • Actionable Results to meet all the business priorities
  • Strategic Frameworks to boost the growth journey

The study strives to evaluate the current and future growth prospects, untapped avenues, factors shaping their revenue potential, and demand and consumption patterns in the global market by breaking it into region-wise assessment.

The following regional segments are covered comprehensively:

  • North America
  • Asia Pacific
  • Europe
  • Latin America
  • The Middle East and Africa

The EIRS quadrant framework in the report sums up our wide spectrum of data-driven research and advisory for CXOs to help them make better decisions for their businesses and stay as leaders.

Below is a snapshot of these quadrants.

1. Customer Experience Map

The study offers an in-depth assessment of various customers’ journeys pertinent to the market and its segments. It offers various customer impressions about the products and service use. The analysis takes a closer look at their pain points and fears across various customer touchpoints. The consultation and business intelligence solutions will help interested stakeholders, including CXOs, define customer experience maps tailored to their needs. This will help them aim at boosting customer engagement with their brands.

2. Insights and Tools

The various insights in the study are based on elaborate cycles of primary and secondary research the analysts engage with during the course of research. The analysts and expert advisors at TMR adopt industry-wide, quantitative customer insights tools and market projection methodologies to arrive at results, which makes them reliable. The study not just offers estimations and projections, but also an uncluttered evaluation of these figures on the market dynamics. These insights merge data-driven research framework with qualitative consultations for business owners, CXOs, policy makers, and investors. The insights will also help their customers overcome their fears.

3. Actionable Results

The findings presented in this study by TMR are an indispensable guide for meeting all business priorities, including mission-critical ones. The results when implemented have shown tangible benefits to business stakeholders and industry entities to boost their performance. The results are tailored to fit the individual strategic framework. The study also illustrates some of the recent case studies on solving various problems by companies they faced in their consolidation journey.

4. Strategic Frameworks

The study equips businesses and anyone interested in the market to frame broad strategic frameworks. This has become more important than ever, given the current uncertainty due to COVID-19. The study deliberates on consultations to overcome various such past disruptions and foresees new ones to boost the preparedness. The frameworks help businesses plan their strategic alignments for recovery from such disruptive trends. Further, analysts at TMR helps you break down the complex scenario and bring resiliency in uncertain times.

The report sheds light on various aspects and answers pertinent questions on the market. Some of the important ones are:

1. What can be the best investment choices for venturing into new product and service lines?

2. What value propositions should businesses aim at while making new research and development funding?

3. Which regulations will be most helpful for stakeholders to boost their supply chain network?

4. Which regions might see the demand maturing in certain segments in near future?

5. What are the some of the best cost optimization strategies with vendors that some well-entrenched players have gained success with?

6. Which are the key perspectives that the C-suite are leveraging to move businesses to new growth trajectory?

7. Which government regulations might challenge the status of key regional markets?

8. How will the emerging political and economic scenario affect opportunities in key growth areas?

9. What are some of the value-grab opportunities in various segments?

10. What will be the barrier to entry for new players in the market?

Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis.

Custom Market Research Services

TMR offers custom market research services that help clients to get information on their business scenario required where syndicated solutions are not enough.


Sensitive Toothpaste Market

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