Oral care in the UAE reached AED727 million in 2025, reflecting growth of 5% on the previous year. This aligns with the country’s strong economic fundamentals, including real GDP growth of 5% in 2025. Consumer expenditure in the UAE is also on a significant upward trajectory, rising to AED1,302.3 billion in 2025, indicating an expanding purchasing power that supports premium and innovative product adoption in oral care.

In 2025, the oral care category in Bulgaria experienced stable double-digit growth, with retail sales value reaching BGN104 million, representing a 10% increase compared to the previous year. This growth outpaces the regional economic real GDP growth rate of 3% for Bulgaria in 2025, indicating strong consumer demand and sector resilience despite a challenging economic environment. Consumer expenditure also supports this trend, with rising purchasing power reflected in increasing total consumer e

Oral care in Romania experienced robust growth in 2025, with retail value sales reaching RON875 million, marking a 10% increase on the previous year. This growth outpaced real GDP growth for Romania in 2025, which stood at 1%, indicating strong consumer demand within the category despite the overall modest economic expansion. Consumer expenditure reinforces this growth potential, showing a steady increase in spending power, rising to RON1,153.7 billion in 2025. Although the population has slight

In 2025, oral care in Vietnam demonstrated resilience amidst a cautious spending environment, achieving robust 5% value growth to reach VND9.2 trillion. This performance was supported by a growing population of 102 million and an increase in median disposable income per household to VND208 million. Although consumers exercised intentional spending, they actively traded up for products offering clearly communicated and clinically proven functional benefits, particularly concerning gum health, ant

Oral care in Morocco demonstrated consistent and dynamic growth, reaching MAD1.2 billion in 2025, reflecting a growth rate of 3%. This growth was also supported by expanding consumer demand and evolving preferences and is in line with the country’s improving economic outlook, where consumer expenditure increased, supporting sustained purchasing power. The population of Morocco is also growing steadily, reaching approximately 38 million in 2025, which further expands the potential consumer base

In 2025, oral care in Slovakia achieved healthy value growth, with retail sales increasing by 4% to reach EUR94 million. This performance reflects sustained demand across manual and electric toothbrushes, toothpastes, tooth whiteners and denture care. Despite higher price sensitivity and cost-of-living pressures, consumers prioritised oral care, focusing spending on products perceived as effective, preventative, and offering good value for money. Spending is characterised by a more intentional

In 2025, oral care in Argentina experienced a recovery in value sales driven by a gradual rebound in purchasing power following a challenging 2024. Retail value sales increased by 42% in 2025 to ARS475,127 million. This dynamic is influenced by the broader economic environment, where Argentina’s population stood at 45.7 million in 2025, supported by a real GDP growth of 4%, while inflation remained elevated at 43% in the same year, imposing pressure on consumer spending and impacting demand for

In 2025, oral care in the US recorded a 3% increase in retail value sales to reach USD12.0 billion in 2025. This growth was supported by a steadily expanding population of 341 million and a median household disposable income of USD123,140. The market is demonstrating a decisive shift towards holistic health and prevention, moving away from reactive treatments. Legacy players are adapting to this trend by leveraging science-backed claims. For example, the Colgate Total Active Prevention System la

In 2025, oral care in the Czech Republic exhibited solid performance with retail value sales reaching CZK4.4 billion, reflecting 4% growth on 2024. The category’s value growth outpaces the region’s modest economic growth and benefits from easing inflation pressures stabilising household budgets. Consumer expenditure trends indicate steady increases in disposable income (the median disposable income per household in the Czech Republic increased from CZK717,241 in 2024 to CZK747,174 in 2025), and

The oral care category in Norway in 2025 demonstrated a stable performance within a mature and routine-driven environment, with retail sales reaching NOK1.6 billion, registering 4% current value year-on-year growth. This growth was primarily fuelled by consumers trading up to premium electric toothbrushes, especially models equipped with advanced features such as pressure sensors, app connectivity and multiple brushing modes. Brands like Oral-B and Philips Sonicare dominate this innovation-led g

In 2025, oral care in Chile sustained steady value growth, building on the positive trajectory seen in 2024 with a 5% current value increase in retail sales reaching CLP240,146 million. This growth is underpinned by the premiumisation and specialisation trend, with consumers increasingly demanding scientifically backed products, reflecting a heightened awareness of oral health. Brands like Curaprox and Vitis, positioned at the higher price point, are leading innovation, particularly in manual to

Oral care in Colombia recorded modest current value growth in 2025, reaching a retail value of COP1,823.3 billion, marking a 5% increase from the previous year. This growth was supported by its central role in daily personal hygiene routines and a rising consumer focus on health and wellness. The category remains mature and faces pricing pressure, as budget-conscious households often purchase a single product for the entire family while gravitating towards larger, more economical packaging forma

In 2025, oral care in France exhibited a nuanced performance characterised by a decline in retail volume, but modest growth in retail value. The total retail value sales reached EUR1.7 billion, showing a slight decrease of 0.3% from 2024. Retail volume sales declined by 1% to 524 million units. This divergence reflects a shift in consumer behaviour towards premium and specialised products that command higher prices, offsetting the volume contraction. Consumers are increasingly seeking longevity,

Oral care in Sweden recorded retail value sales of SEK3,545 million in 2025, representing 4% growth in current terms, as a mature and routine-driven category delivered stable performance shaped by habitual replacement purchasing and price sensitivity. Sweden’s population of approximately 10.6 million supported consistent demand for routine oral care products, while real GDP growth of 2% and a low inflation rate of 0.7% provided a stable macroeconomic backdrop conducive to steady consumer spendin

Oral care in the Netherlands exhibited modest but consistent growth in 2025, reaching EUR528 million, marking a growth of 3% from 2024. This growth rate, while positive, is moderate compared to the robust increases in consumer expenditure and population size observed in the country, which supports long-term demand for personal care products.

In 2025, oral care in Ecuador demonstrated a nuanced performance characterised by simultaneous value pressure and premiumisation trends. Retail sales value for oral care reached USD150 million, reflecting a growth of 2% from 2024, signalling steady but moderated expansion. This value growth contrasts with a backdrop of persistent consumer price sensitivity which fuels downtrading, evident in the expansion of private label offerings in entry-level toothpaste and mouthwash categories by retailers.

In 2025, oral care in South Africa demonstrated strong performance, with retail value sales increasing by 7% to reach ZAR6,672 million, underpinned by product innovation and evolving consumer health priorities. This growth rate remains strong despite a moderate real GDP of 1% and inflation at 3% in 2025, reflecting resilience amid economic conditions. The total population of South Africa reached 64.7 million in 2025, providing a substantial consumer base. The synergy of these economic and demog

Oral care in Indonesia expanded by 2% in current terms in 2025, reaching IDR10,250 billion, underpinned by steady macroeconomic conditions including real GDP growth of 5% and rising household disposable income. Growth was concentrated in toothpaste, which remained the largest category and the primary driver of value, reaching IDR7,876 billion in retail value sales, as whitening positioning continued to resonate strongly with Indonesian consumers who place considerable value on visible, affordabl

In 2025, oral care retail value sales increased by 4% in current terms to reach HKD1,585 million, with volume sales also seeing a slight rise. In addition to slight population growth, rising sales were driven by the rising median disposable income per household. Growth was also driven by preventative and aesthetic routines, with consumers prioritising fresh breath and stain removal.

In 2025, oral care in Turkey demonstrated robust growth, with retail value sales reaching TRY18,123 million, reflecting a 33% increase compared to the previous year in current terms. In addition to inflationary price rises, growth was driven by heightened consumer awareness of oral hygiene and expanding spending power. Turkey’s population rose to 85.7 million in 2025, supporting a growing consumer base for oral care products. Additionally, real GDP growth of 3% was seen for 2025, and the median

In 2025, oral care in Poland demonstrated strong value growth, reaching a retail value of PLN2,537 million, marking a 6% increase in current terms from the previous year. This growth outpaces volume development, reflecting a premiumisation trend where consumers increasingly seek higher-priced, value-added products. Compared to the broader Eastern Europe region, Poland’s retail value growth in oral care remains strong, with forecast continued expansion through 2030, supported by steady real GDP g

Oral care in Finland shows steady retail value growth, reaching EUR121 million in 2025, reflecting a 2% increase compared to the previous year. This moderate growth aligns with Finland’s broader economic environment, characterised by a stable population increase to 5.6 million and gradual consumer expenditure growth across multiple currencies and inflation adjustments. Despite global economic challenges, Finnish consumers demonstrate willingness to invest in dental health products that offer ad

In 2025, oral care in Ukraine demonstrated robust 14% growth with retail sales value reaching UAH6.7 billion. This performance signals resilience amid ongoing economic and demographic challenges, including a declining population of 31.4 million. The category's growth is underpinned by two distinct consumer behaviours: a strong preference for value-for-money mass toothpaste and manual toothbrushes, alongside increasing demand for clinically backed, professionally positioned oral care products. L

In 2025, oral care in Uzbekistan exhibits robust growth with retail value sales reaching UZS323 billion, marking an 18% increase from the previous year. This performance reflects strong consumer demand coupled with heightened awareness of oral hygiene, aligning with the broader Asia Pacific regional trend of rising interest in advanced oral care solutions. Uzbekistan’s consumer expenditure trends support this growth outlook, reflecting a steady increase in purchasing power. Population figures s