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.

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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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