Understanding Gum Care and the Opportunities that lie in Delayed Care
CONSUMER RESEARCH
STRATEGIC BRAND PLANNING
JTBD STRATEGIC WORKSHOP
A major dental care brand in India recognized a critical challenge in addressing the low market share of gum-specific toothpastes in India, despite high consumer awareness of gum issues. The challenge lay in understanding the deep-seated beliefs, behaviours, and emotional drivers that prevented consumers from taking proactive steps toward gum health, often leading to self-treatment or delayed professional intervention.
Our Approach
In India, gum health often takes a backseat to more visible aspects of oral care. To understand the deep-seated beliefs and behaviours that drive this, we conducted an immersive study across Tier 1 and 2 markets in India. Through in-depth interviews with consumers, chemists, and dentists, we explored how cultural perceptions and personal experiences shape gum health decisions, revealing the hidden anxieties and misconceptions that often lead to neglected care.
Through these immersions we uncovered the silent struggles people face in their gum health journey, from self-remedies to reluctant visits to the dentist. This study not only highlighted the need for greater awareness but also offered actionable insights to bridge the gap between understanding and action in gum care.
Our Methodology
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We immersed ourselves in the daily routines of consumers to uncover their deeply held beliefs and perceptions about gum health. By engaging directly with their daily habits, we identified critical gaps between awareness and proactive gum care, providing insights that shaped our behavioural strategies.
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In-depth interviews with dental professionals gave a comprehensive understanding of common gum health issues, consumer misconceptions, and the effectiveness of existing products. These interviews revealed the professional perspectives that guided our approach to addressing consumer barriers to gum care.
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We facilitated a multi-day immersive workshop with the client leadership teams and brought together insights from consumer immersions and expert consultations. This collaborative environment allowed us to distill existing beliefs and behaviours, creating actionable strategies using the JTBD framework.
The Indian consumer’s understanding of oral hygiene is deeply tied to visible markers like white teeth and fresh breath. While these are prioritised, gum health often goes unnoticed until it manifests in severe ways. There's a strong reliance on home remedies and chemist advice, with professional care often delayed due to fear of judgement and social embarrassment. This misconception, that gum issues are minor unless visibly disruptive, leads to a lack of proactive gum care.
The Consumer Insight
The Strategic Solve
We identified critical pain points and behavioural barriers in adopting gum-specific care. This culminated in workshops with the brand’s team, where we crafted Jobs to Be Done (JTBD) for the brand and strategic implications for its product portfolio and communication, along with felt markers for gum health that could be leveraged.