The oral care firm commissioned the research to gauge the existing condition of tooth sensitivity in Indian metro cities. Conducted by research firm Nielsen, it analysed six cities: Mumbai, New Delhi, Bangalore, Kolkata, Chennai and Hyderabad.
Tooth sensitivity is the condition of a short, sharp pain experienced on consumption of hot or cold foods and liquids. Dental sensitivity is a condition that arises when the dentine is exposed due to the loss of enamel or cementum.
Considering India is one of the key emerging markets in personal care, the survey results may hold key information for oral care players.
According to Dr. Ashok Dhoble, Hon Secretary, IDA, "Indians tend to follow a remedial path where they seek professional dental care only at the time of severe toothaches. There is little awareness of the benefit of early, preventive care approach to oral health."
Oral care a sensitive issue
Of the six cities surveyed, the incidence of sensitivity was highest in Hyderabad with more than half of the population claiming to suffer from the problem, followed by Chennai.
Less than half of the respondents from cities like New Delhi, Mumbai and Kolkata claim to suffer from sensitivity, with the latter appearing to be most aware of the problem.
The incidence of sensitivity appears to be lowest in Bangalore with only 18 per cent of the respondents claiming to suffer from the problem, however Colgate states this may be because of low awareness.
The oral care giant explained that low awareness about the condition of tooth sensitivity results in ignorance about the easy and effective solutions available to tackle this problem, as respondents revealed they just avoid foods that cause the pain or only go to the dentist with the pain, highlighting that preventative measures are not being taken.
Just 11 per cent of the total respondents claimed to use toothpastes providing sensitivity relief.
Commenting on the advancement in oral care technology to help tackle tooth sensitivity, Dr. Dhoble said, "Consumers today do have a variety of product choices to effectively manage the discomfort of oral health problems like sensitivity.”
“I strongly feel that awareness about Sensitivity and availability of remedial solutions will go a long way in improving the oral health of people in India."