Commercial toothpaste

commercial toothpaste (plaque control methods)
types
composition
current status of commercial toothpaste in India
presented by: ALIYA Z.RAZA ,final year BDS, M.A.Rangoonwala dental college.

1. COMMERCIAL TOOTHPASTE PRESENTED BY: ALIYA RAZA FINAL YEAR BDS GUIDED BY:- DR. RENUKA NAGARALE H.O.D, PUBLIC HEALTH DENTISTRY DR. SHRIKANTH MURALIDHARAN DR. REKHA SHITOLE 1

2. INDEX 2

3. Tooth powder was generally used among the Romans, who used a variety of substances, such as the bones, hoofs, and horns of certain animals; crabs; egg-shells, and the shells of the oyster. They were reduced to a fine powder after having been previously burnt, and sometimes mixed with honey. It wasn’t until 1824, when American dentist named Peabody started adding soap to his paste that things started to change. HISTORY 3

4. In 1873, Colgate started to mass produce their soap based toothpastes in jars. The first ‘tube’ of toothpaste was invented when Dr Lucius Sheffield introduced his crème dentifrice in 1886. It wasn’t long thereafter, that Colgate started selling their toothpastes in collapsible tubes as well. Fluorides were introduced to toothpastes in 1960’s. 4

5. Many of the innovations in toothpaste after fluoride breakthrough involved the addition of ingredients with special abilities to toothpastes and toothpaste packaging. In 1980’s the tartar control dentifrice claimed that they could control tartar (calculus) build up around teeth. In 1990’s toothpaste for sensitive teeth was introduced. 5

6. Dentifrice is the French word for toothpaste Dentifrice is a paste, gel or powder used with a toothbrush as an accessory to clean and to maintain the aesthetics and health of teeth. According to A.D.A (American Dental Association) A dentifrice is a substance used with a toothbrush for the  purpose of cleaning the accessible surfaces of the teeth.          DEFINITION 6

7. COMPOSITION OF TOOTHPASTE Component Amount (wt%) Materials Purpose Abrasive 20-55% Calcium carbonate/ Dibasic calcium phosphate dihydrate / Hydrated alumina/ Hydrated silica/ Sodium bicarbonate or Mixtures of abrasives Removal of plaque /stain/ polish tooth surface Humectant 20-35% Sorbitol, glycerin maintains moisture Water 15-25% Deionized water Suspension agent 7

8. COMPOSITION OF TOOTHPASTE Component Amount (wt%) Materials Purpose Detergent 1-2% Sodium lauryl sulfate Aids debris removal Binder 3% Carragenan Thickener, prevents liquid-solid separation Colorants 1-2% Food colorants Appearance Flavoring agent 1-2% Oils of spearmint, peppermint, Cinnamon Flavor 8

9. COMPOSITION OF TOOTHPASTE Component Amount (wt%) Materials Purpose Fluoride 0-1% SodiumMonofluorophosphate/ Sodium fluoride/ Stannous fluoride Prevents dental caries Tartar control agents 0-1% Tetra sodium pyrophosphate/ Tetra potassium pyrophosphate Inhibits calcium formation above the gingival margin. Desensitizing agents 0-5% Potassium nitrate, Strontium chloride, Arginine Promotes occlusion of dentinal tubules. 9

10. 10

11. FLUORIDATED TOOTHPASTE Marketed as anticaries toothpaste or cavity protection toothpaste. They contain sodium monofluorophosphate/sodium fluoride/stannous fluoride. Fluoride helps in preventing tooth decay by: Promoting tooth remineralization Inhibiting oral bacteria’s ability to create acids By making the tooth more caries resistant. 11

12. 12

13. PLAQUE AND GINGIVITIS PREVENTION TOOTHPASTE Marketed as antiplaque and gum protection toothpaste. They contain sodium lauryl sulphate, triclosan, zinc and stannous ions. They have antibacterial properties and prevent the formation of plaque 13

14. 14

15. ANTICALCULUS TOOTHPASTE Marketed as anti-tartar toothpaste. They contain tetrapotassium and tetrasodium pyrophosphates, sodium hexametaphosphate, and zinc. Dentifrices containing anti-calculus agents reduce the formation of calculus but do not reduce the levels of preexisting calculus. 15

16. 16

17. DESENSITIZING TOOTHPASTE Marketed as antisensitivity toothpastes. They contain Potassium nitrate, potassium citrate and Strontium chloride. There are two mechanisms by which desensitizing dentifrices can work. 1. By preventing the transmission of neural signals, thereby preventing pain 2. By blocking the dentinal tubules. 17

18. 18

19. FRESH BREATH TOOTHPASTE They contain peppermint, spearmint or menthol. They contain enhanced flavoring agents along with antibacterial to fight halitosis. 19

20. TOOTH WHITENING TOOTHPASTE [COSMETIC TOOTHPASTE] These toothpastes have abrasion value that is higher than in normal toothpaste to mechanically remove food, tobacco, smoking and other extrinsic stains from teeth. Surface stains can be reduced by adding various chemicals to toothpaste. Most of the stain molecules are included in pellicle which contains protein therefore, enzymes such as protease and papaine create a whitening effect. 20

21. 21

22. ADVANTAGES Delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum disease. Recent advances in toothpaste enable high efficacy of oral health delivery Special toothpaste for kids with fluoride and relatively low abrasion value Desensitizing toothpaste Whitening toothpaste 22

23. Toothpaste with flavoring agents that help to eliminate or mask halitosis. These are available in various flavors hence giving consumers choice. Easy to use, available in collapsible tubes. Combination of various contents available sp as to combat different oral healthcare needs at once. 23

24. DISADVANTAGES Extended consumption of large volumes of fluoridated toothpaste can result in fluorosis. Fluoridated toothpaste can be either acutely toxic if swallowed in large amounts or chronically toxic if swallowed in any amount consistently. Triclosan, an active ingredient in many toothpastes can combine with chlorine in tap water to form chloroform which is a human carcinogen. According to some scientists it can leave unborn babies brain damaged. 24

25. Although in several studies whitening toothpaste show the ability to improve tooth color they have side effects. The most significant one is enamel and dentin abrasion which in turn leads to increased tooth sensitivity. 25

26. PRICES OF DIFFERENT TOOTHPASTE AVAILABLE COMMERCIALLY TOOTHPASTE WEIGHT (in Gms) PRICE (Rs.) (INR) COLGATE PALMOLIVE LTD. Colgate cavity protection 200 82 Colgate strong teeth 200 84 Colgate kids 80 82 Colgate total pro gum health 140 112 Colgate anti tartar whitening 140 100 26

27. TOOTHPASTE WEIGHT (in Gms) PRICE (Rs.) (INR) Colgate maxfresh 140 80 Colgate sensitive 80 100 Colgate sensitive pro -relief 80 120 Colgate maxwhite 140 90 Colgate visible white 100 87 Colgate advanced whitening 140 105 27

28. TOOTHPASTE WEIGHT (in Gms) PRICE (Rs.) (INR) HINDUSTAN UNILEVER LTD. Pepsodent germicheck 200 85 Pepsodent G-Gumcare 140 98 Pepsodent for kids 80 80 Pepsodent center fresh 150 81 Pepsodent white 140 99 Pepsodent sensitive 40 70 Closeup 140 80 28

29. TOOTHPASTE WEIGHT (in Gms) PRICE (Rs.) (INR) GLAXOSMITHKLINE Sensodyne 70 99 Aqua fresh anti tartar 140 110 Aqua fresh whitening 140 100 Aqua fresh fresh & minty 140 80 P&G COMPANY Oral-B prohealth 140 102 Oral –B proexpert whitening 140 112 29

30. CURRENT STATUS OF COMMERCIAL TOOTHPASTE IN INDIA Earlier in India, oral hygiene was the domain of local home made ayurvedic powder or natural herbs. The history of toothpaste in India can be traced back in the 19 th century. Now the awareness regarding oral hygiene in Indian society has increased with different brands of toothpaste. 30

31. Top five brands of commercial toothpaste in India: Colgate- Colgate Palmolive Ltd. Closeup- Hindustan unilever Ltd. Sensodyne- GlaxoSmithKline OralB- P&G company (Procter and Gamble) Pepsodent- Hindustan unilever Ltd. 31

32. Colgate: In 1937, when handcarts were used to distribute Colgate dental cream, Colgate Palmolive (India) today has become the widest distributor of oral care and hygiene products in India. In 2015 Colgate had a market share of 57%. 32

33. Hindustan unilever Ltd. : Closeup : Closeup is the original youth brand of India. Ever since its launch in 1975, closeup was the first gel toothpaste to be launched in India and has led gel toothpaste segment ever since. Closeup became the first gel toothpaste with fluoride in Indian market. 33

34. Pepsodent : Pepsodent launched in 1993 was the first toothpaste with a unique antibacterial agent to address the consumer needs of checking gums even hours after brushing. Pepsodent’s most recent campaign aims at educating consumers on need for gum protection. The Hindustan unilever Ltd. as of April 2015 holds a market share of 21.5% in tooth industry in India. 34

35. In oral care segment P&G company has launched the Oral-B brand in both toothpaste and toothbrush industry category but has not launched its leading toothpaste brand crest in India. GlaxoSmithKline also launched its brand sensodyne which has become a leading brand for antisensitivity toothpaste. 35

36. 36

37. 37 Almost one third of the Indian population does not have access to any of the modern oral health care facilities. With the per capita consumption of toothpaste in India at about 147g is the lowest in the world

38. In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However rising per capita income and increasing awareness is driving demands of oral care products. Consumers have started switching to value added toothpaste like gels, mouthwashes and teeth whitening products. In rural areas consumers are switching from toothpowder to toothpastes. 38

39. CONCLUSION The clinical team has a responsibility to keep up-to date with the ever-increasing development and marketing of dentifrices Dentifrice recommendations should be patient specific. Considerations include any complaint or request the patient may have as well as any potential contraindications or relative contraindications. 39

40. If a patient is allergic or sensitive to an ingredient, all dentifrices containing that ingredient should be avoided. If the patient suffers from erosion, a low RDA dentifrice should be selected. If a patient is experiencing hypersensitivity, a desensitizing dentifrice containing potassium nitrate or stannous fluoride can be recommended. 40

41. REFERENCES Essentials of public health dentistry- Soben Peter 5 th edition. Carranza’s clinical periodontology 10 th edition www.acaedemia.eu.in/pallavimadanshetty-dentifrice.ppt www.blog.sanasecurities.com/colgatevsprocter&ganble-marketpositioninganalysis/ 41

42. www.colgate.co.in www.slideshare.net/toothpasteindustryinindiaanalysis/ www.google.co.in/toothpaste-150209130349-conversion-gate01.pptx 42

43. Thank you!