Oral care remains a core part of the daily personal hygiene routines of most consumers in Austria and as such volume demand for most products remained relatively stable during 2020. However, in value terms the picture was somewhat different.
Two of the hardest hit areas of oral care in 2020 were mouth fresheners and mouthwashes/dental rinses. The main consideration when purchasing these products is a desire to maintain fresh breath in order to avoid embarrassing situations at work or when socialising.
In terms of new product development, a key focus in the second half of 2019 and across 2020 was an increasing focus on the use of natural ingredients and on the use of more sustainable materials. This trend started with smaller niche players and private label, which looked to tap into a growing interest among the general public in more natural and eco-friendly solutions to oral care; however, the major multinationals are now also showing an interest in this area.
Oral care remained relatively stable during 2020 but it is still expected to receive a boost once the country’s COVID-19 restrictions are eased and the vaccination programme is completed. Most consumers continued to follow their regular oral care routines during 2020 but as they return to the workplace and start socialising again this is likely to increase the incentive to spend on products which can provide better results in terms of keeping breath fresh and teeth white and clean.
Less mature categories such as dental floss, mouth washes/dental rinses, and electric toothbrushes are expected to be among the most dynamic categories over the forecast period. As awareness of the benefits of a more thorough oral care routine continues to grow this should boost sales of these products which are seen to have greater untapped potential.
Electric toothbrushes is likely to remain a key focus over the forecast period after a strong showing during the review period. The range of options within electric toothbrushes is becoming increasingly sophisticated with this helping to drive value growth and to attract a growing base of consumers.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Austria 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 Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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