Toothpaste recorded a good performance during 2018, with the trend towards more specialised toothpaste variants driving current value sales. Many manufacturers focused on periodontitis.
Awareness of the importance of oral hygiene increased strongly over the review period. As a result, the majority of consumers (including children) brush their teeth on a regular basis and also use other oral care products.
In line with high consumer awareness of oral care in Austria, sales of power toothbrushes continue to rise. In 2018, current value sales increased as consumers were prepared to invest in replacing their manual toothbrush with an electric variant.
In 2018, Procter & Gamble Austria was able to maintain its lead within overall oral care in value terms, due to its dominance in power toothbrushes and second position in manual toothbrushes with its international brands Braun Oral-B and Oral-B. The company also benefits from the good reputation of Oral-B in toothpaste.
The Swedish brand TePe was introduced in Austria in 2017, and since then has recorded solid growth, seeing an excellent performance in 2018. However, value growth mainly stemmed from the low sales base, as the brand is new to the country.
Trends in toothpaste in 2018 included products containing natural ingredients or products free from fluoride. These types of toothpaste are set to record good growth over the forecast period, as the demand for “bio” or vegan toothpaste is projected to rise.
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This industry report originates from Passport, our Beauty and Personal Care market research database.