The oral care market continues to show promise, with different key drivers in developed and developing markets. Growing affluence in developing economies allows consumers to make oral care a necessity, meanwhile developed markets are seeing increasingly sophisticated oral hygiene routines for health, cosmetic and financial reasons. To serve both, manufacturers are delivering greater product functionality and added value, along with product segmentation at both budget and premium price points.
The oral care market once again grew faster than the beauty and personal care market overall in 2012, seeing values rise by 6%, with growth in all regions, albeit to varying degrees.
Latin America and Asia Pacific delivered the best value growth over the review period with higher levels of penetration amongst low income consumers being an important driver, as oral health education gains ground.
Toothpaste makes up the largest share of the oral care market and it is also one of the fastest growing categories, as continued product segmentation occurs.
Although basic toothpastes remain popular, there is growing demand for pastes with added functionality , the number of types of which continues to rise as brand owners seek to make toothpaste multifunctional at the expense of one dimensional products such as mouth fresheners.
In mature markets, products which perform better and might prevent costly dental visits are popular, with higher disposable incomes facilitating the purchase of premium products, such as electric toothbrushes, which are a growing market.
Power brushes are largely out of reach financially in developing markets, but there has been a strong response to the technological advances made in manual brushes, keeping this category buoyant in key markets such as Brazil.
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