Whitening regained relevance in 2021, with multiple products and brands using whitening-related claims. For instance, White Glo launched a new range of whitening toothpaste and kits.
Similar to most other beauty and personal care categories, sustainability and social responsibility gained relevance in oral care in 2021, with a number of niche manufacturers and retailers emerging. For instance, local brand The Good Company offers a range of sustainable oral care products that are plastic-free, cruelty-free and made with clean ingredients, including whitening mouthwash drops.
The competition in oral care continued to intensify in 2021, with manufacturers competing with new claims, formulations or by targeting different customer segments. For example, Colgate launched multiple products, including a New Maximum Cavity Protection toothpaste with arginine and fluoride, and the Blast Water Flosser.
In the forecast period, environmental awareness will continue to have a key influence on companies’ strategies, both in terms of product innovation and more general corporate activity. As a result, sustainable and environmentally-friendly oral care products are set to gain relevance.
Over the forecast period, power toothbrushes is set to post a stronger rate of current value growth in comparison with manual toothbrushes. Technological advances in electric toothbrushes will continue to drive the growth of toothbrushes overall, whilst challenging the share of battery toothbrushes, which is set to decline.
The forecast period is expected to see increasing competition between supermarkets, drugstores/ parapharmacies and beauty specialist retailers, with price promotions set to hinder value sales growth. Parapharmacies is increasing its share in the category, with this channel becoming a one-stop destination for consumer health and beauty and personal care needs.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Australia 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 Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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