The company also announced that Dabur Herb’l Toothpaste is targeting a 2 per cent niche segment share of the Middle East market in 2013, taking advantage of the growing awareness about the scientifically proven benefits of herbs in dental care. The brand has posted a decent growth rate in the key Middle East markets of KSA (69 per cent) and UAE (52 per cent) from 2010 to 2011, underlining the huge growth potential of the new herbal oral care brand.
Mohit Malhotra, CEO, Dabur International, said: “Herbal toothpastes are very well accepted globally, especially in the Middle East where consumers are more inclined to use herbal formulations. Arab consumers are much more aware about the health benefits of herbs compared to consumers from other regions because herbs are an integral part of Arab culture. This is a very important factor that gives the Dabur Herb’l brand a distinct market advantage. Dabur Herb’l has already achieved remarkable growth rates in key markets, proving the viability and wide acceptability of herbal oral care. Moreover, aside from the proven health benefits, Dabur Herb’l also stands out as a more competitively priced alternative compared to other toothpaste brands in the market. Dabur International is therefore confident of sustaining the major inroads we have already achieved as we aim to expand our market share in 2013 and cater to a much broader market base in the years to come.”
Dabur Herb’l is available in five variants – Salt & Lemon Toothpaste for Whitening; Clove Toothpaste for Cavity Protection; Mint & Lemon Gel Toothpaste for Fresh Breath; Basil Toothpaste for Oral Protection; and Neem Toothpaste for Gum Care - each formulated using natural herb mixes that solve specific oral care problems. The Salt & Lemon Toothpaste for Whitening contains salt, which removes stains and brightens teeth, and lemon, which helps remove plaque and prevent tartar. The clove variant is specially designed for cavity protection as it is formulated with Clove oil, an essential oil rich in eugenol that has strong antibacterial properties. Formulated to attack cavity-causing bacteria, thus preventing tooth decay and cavities, Clove Toothpaste also contains Pellitory, which helps relieve toothache, and blackberry bark, which is a natural astringent and also strengthens teeth and gums.
The Neem variant of Dabur Herb’l fights against bacteria and ensures healthy gums and strong teeth. It contains neem, a natural antibacterial herb, Lotur bark, a natural astringent for bleeding and spongy gums, and bullet wood, a natural astringent for strong healthy gums. The Basil Toothpaste for Oral Protection fights plaque and tartar, which affect both teeth and gums leading to loss of teeth, gum problems and bad breath. It contains a combination of basil and Acacia Arabica, which help fight against tooth decay to provide complete oral protection. The Mint & Lemon Gel Toothpaste is the first herbal green gel toothpaste, providing a solution to bad breath. It contains lemon, which naturally cleanses and removes plaque, and mint, which attacks germs that cause bad breath.