Oral Care

Oral care in India experienced mid single-digit retail current value growth in 2023, driven by brands expanding their presence in rural markets, and targeting premiumisation in urban areas. Amongst the various categories within oral care, toothpaste…

Oral care in Uzbekistan saw positive growth in 2023, largely driven by population growth in the country. However, as seen across various categories in beauty and personal care, the majority of consumers in the country are highly price-sensitive and…

In 2023, Eezi Oral Hygiene Brands launched in oral care in Kenya, with toothpaste tablets in line with current environmental concerns. These tablets, activated by saliva and clinically approved, offer an eco-friendly and water-free oral care…

Oral care in Turkey experienced positive growth in 2023, driven by a growing emphasis on essential hygiene products.

Oral care in Thailand benefitted from improved consumer awareness in 2023. As was the case in other beauty and personal care categories, oral care also enjoyed new product innovation, primarily in toothpaste where local consumers are shifting towards…

Oral care is saw small value growth in Peru in 2023, with volume growth only just managing to achieve a sub-decimal positive figure. However, the baseline demand for oral care supports the category overall. Indeed, as consumers continue to become…

Oral care in Bolivia registered moderate constant value and volume growth in 2023. Though prices increased for imported brands in particular in 2023, due to a sharp fall in foreign cash reserves, the essentialness of products such as toothpaste…

Oral care in Finland experienced positive value growth in 2023, but this was primarily due to inflation-induced price increases. Some categories, like power toothbrushes, witnessed a decline in volume sales as consumers opted to delay non-essential…

Oral care in Georgia registered moderate value and volume growth in 2023, with the essentialness of oral care supporting volume sales. Toothpaste continued to account for most value sales and also was the best performing product. Within oral care,…

Oral care witnessed a decline in volumes and a considerable increase in value sales in Egypt in 2023, due to the significant increase in its prices. Prices rose for several reasons, including currency fluctuations, with the Egyptian pound weakening,…

Oral care was the strongest performer in terms of value and volume growth among beauty and personal care products in Azerbaijan in 2023. The essentialness of oral care supported growth, with toothpaste in particular performing strongly. Within…

In 2023, oral care is a well-established product area in Norway with limited room for volume growth, particularly in core categories like manual toothbrushes and toothpaste. Additionally, intense price competition, especially from low-cost stores…

The maturity of oral care in Belgium had a negative impact, with volume sales declining over the review period. Many consumers remained increasingly price-sensitive and cautious with their spending in 2023, further dampening retail volume sales.…

Consumer awareness of healthy teeth and oral care remains strong in Austria. As a result, demand for oral care products remained steady with volume sales rising marginally in 2023. In tandem, inflation pushed up unit prices thus positively impacting…

In 2023 Brazil extended its lead over Germany, now ranked fourth globally, and solidified its position as the third-largest market for oral care globally – only lower than the US and China, respectively. The Brazilian market remains more relevant in…

During recent years, people have typically been taking more care of their dental health, which has been having a positive impact on sales of oral care as well as the development of the category. Toothpaste and manual toothbrushes generate the bulk of…

In Portugal, oral care continued to be considered an essential category in 2023, with brushing teeth being part of the daily basic hygiene routine. Toothpaste and manual toothbrushes, in particular, are very mature categories with very high…

Oral care in China experienced only a partial recovery in 2023, with a low rebound in current value terms after seeing a notable decline in the previous year. Leading players such as Yunnan Baiyao Group, Procter & Gamble, Hawley & Hazel Chemical, and…

Oral care saw small value and volume growth in Germany in 2023, supported by baseline demand for daily oral hygiene products. Toothpaste is strongly supported in this sense in a volume capacity, while tooth whiteners was seeing the strongest value…

In 2023, core oral care categories, particularly manual toothpaste and toothbrushes, experienced growth in response to increasing awareness of oral hygiene. However, significant price hikes for leading brands of manual toothbrushes impacted volume…