Oral care is expected to see a positive performance over the forecast period. Most categories are set to continue to grow in current value terms, because Italian consumers are increasingly aware of the importance of a correct oral care regimen in order to protect against the development of dental issues.
Over the forecast period, growth in oral care is expected be driven by electric toothbrushes. Sales saw a slowdown in 2022 due to consumers’ decreasing purchasing power, as these products were seen as an expensive and unnecessary investment by many and one that could be postponed.
Dental floss will continue to benefit from consumers’ growing awareness of the importance of cleaning interdental spaces, which, otherwise, provide the ideal place for the proliferation of plaque and food remains. Dental floss, thereby, has an important role to play in reducing the risk of dental infections such as cavities, gingivitis and abscesses.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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