Indian Mouth Freshner Market 2022-2028

Indian Mouth Freshner Market 2022-2028

The Indian mouth freshener market was valued at INR 9,775 Cr. in 2021 and is estimated to reach INR 27,491 Cr. in 2028. The Indian mouth freshener industry is growing at a CAGR of 15.9% during the forecast period (2022-2028). This rising interest in personal hygiene and oral care products among the urban population have risen in the introduction of new products such as mouthwashes/dental rinses. This trend is expected to continue over the coming years as the penetration and usage of these products are projected to pick up in smaller second and third-tier Indian cities. A lot of the factors are responsible for the demand for oral products like nutritional status, tobacco consumption, smoking, alcohol consumption, and poor oral hygiene. The growing tobacco consumption and smoking are creating demand for oral care products. According to the Campaign for Tobacco-Free Kids, there are almost 267 million tobacco users in India. Among adults (age 15+), 28.6% of the population currently uses tobacco products (men 42.4%, women 14.2%). The COVID-19 has impacted the mouth freshener market growth. In December 2021, a significant increase in demand across many essential categories such as soap, dish liquid, bar soap, oral care products, and cleaners is observed, driven by consumer pantry-loading and increased consumption of products. The increase in consumption in these categories is sustainable in light of changes in consumer behavior related to COVID-19. However, in categories such as oral care and pet food, consumer demand trends continued to normalize in the second half of COVID-19.

The Indian mouth freshener market was valued at INR 9,775 Cr. in 2021 and is estimated to reach INR 27,491 Cr. in 2028. The Indian mouth freshener industry is growing at a CAGR of 15.9% during the forecast period (2022-2028). This rising interest in personal hygiene and oral care products among the urban population have risen in the introduction of new products such as mouthwashes/dental rinses. This trend is expected to continue over the coming years as the penetration and usage of these products are projected to pick up in smaller second and third-tier Indian cities. A lot of the factors are responsible for the demand for oral products like nutritional status, tobacco consumption, smoking, alcohol consumption, and poor oral hygiene. The growing tobacco consumption and smoking are creating demand for oral care products. According to the Campaign for Tobacco-Free Kids, there are almost 267 million tobacco users in India. Among adults (age 15+), 28.6% of the population currently uses tobacco products (men 42.4%, women 14.2%). The COVID-19 has impacted the mouth freshener market growth. In December 2021, a significant increase in demand across many essential categories such as soap, dish liquid, bar soap, oral care products, and cleaners is observed, driven by consumer pantry-loading and increased consumption of products. The increase in consumption in these categories is sustainable in light of changes in consumer behavior related to COVID-19. However, in categories such as oral care and pet food, consumer demand trends continued to normalize in the second half of COVID-19.

Mouth Freshener known as Mukhwas is an after-meal snack or digestive aid widely used as a mouth freshener in India. Unlike the common idea of mouth freshener which is associated with mint or mint sprays, mukhwas generally contain various seeds and nuts, such as fennel seeds, anise seeds, and sesame seeds. Mouth fresheners help freshen the breath, cover up bad odor and maintain good oral hygiene. Indian meals are divided into multiple courses and are heavy in nature, therefore mukhwas /mouth fresheners become an essential part of the meal, as it acts both as a digestive aid after a heavy meal and breath freshener. Almost every dining place offers mukhwas as an after-meal digestive. In 2021, Indian Chooran & Mukhwas industry was valued at INR 3,834 Cr. and is estimated to reach INR 10,743 Cr. by 2028.

Based on category, conventional mouth freshener held the highest market share of 62.0% accounting for INR 6,060 Cr. in 2021, and is estimated to reach INR 16,082 Cr. in 2028. The highest share is attributed to the high consumption of chooran & mukhwas. The growth of sugar-less mouth fresheners such as spray and candies & gums is growing due to growing concern about sugar intake due to diseases associated with it. The sugarless category is anticipated to reach INR 11,409 Cr. in 2028 from INR 3,715 Cr. in 2021, growing at the highest CAGR of 17.4% during the forecast period. Various top gum companies have started to shift towards sugar-free mouth freshener products, for instance, Wrigley launched sugar-free chewing gum, orbit in India.

Based on distribution channels, the market is segmented into online and offline. Offline held the highest market share of 95.0% in 2021 accounting for a market value of INR 9,286 Cr. and is projected to reach INR 24,577 Cr. in 2028. In India, retail stores are popular for mouth freshener products such as chooran & mukhwas, and candies & gums. Key sale of these products is generated from local small stores selling grocery and products such as cigarettes and pan. The online channel is growing continuously and is projected to showcase significant growth of 28.2% during the forecast period. Increasing internet penetration and faster and trusted delivery service providers in each city is contributed to the segment growth. Online held a market share of 5.0% in 2021 accounting for a market value of INR 489 Cr. and is projected to reach INR 2,914 Cr. in 2028.

Based on region, the market is segmented into North India, West India, East, and Northeast India, South India, and Central India. South India has the highest consumption of mouth fresheners. The market in south India was valued at INR 2,815 Cr. in 2021 and is estimated to reach INR 7,879 Cr. in 2028.The growth in awareness among people about oral hygiene and the highest share of the urban population in the region is contributing to the market share. East and Northeast India are growing at the highest CAGR of 17.9% during the forecast period. The growing urban population and growing consumption of tobacco and smoking are contributing to the growing CAGR in the region. The market in East and Northeast India was valued at INR 1,369 Cr. in 2021 and is estimated to reach INR 4,330 Cr. in 2028.

Larger players within oral care such as Colgate-Palmolive India, Kothari Products Ltd, DS Group (Dharampal Satyapal Limited), Hindustan Unilever, Dabur India, Manikchand Group of Companies, and Kothari Products Ltd are investing in educating consumers about the need for usage of branded oral care products and are trying to make products available at all price points to reach out to the mass consumer segment.