Oral Care in Azerbaijan

2021 DEVELOPMENTS

Oral care starts to recover from the slump seen during the time of home seclusion and strong price-sensitivity

The lockdown periods of the pandemic in 2020 also resulted in consumers paying less attention to their oral care routines. Whilst oral care is a necessity, especially as compared to categories such as fragrances or colour cosmetics which are easy to cut back on whilst in home seclusion, the situation also affected oral care.

Conservative tastes maintain popularity of a basic toothbrush and toothpaste

Sales of oral care in Azerbaijan remain very conservative when it comes to the selection of products, with the majority of consumers simply seeking toothpaste and a toothbrush, leaving niche performance for other sub-categories. This is no wonder – even the basic products still have some scope for development in the more rural areas of Azerbaijan and, furthermore, low overall purchasing power does not indicate opportunities for more sophisticated categories, e.

Dependence on global imports means vulnerability to global challenges

Oral care is another category which depends on imported products in Azerbaijan. Therefore, it is very vulnerable to global price fluctuations which have occurred due to the economic depression following the pandemic, along with the 2022 Russia-Ukraine war.

PROSPECTS AND OPPORTUNITIES

Healthy growth expected over the forecast period, as consumers develop improved oral care routines

Overall, oral care is expected to see healthy growth over the forecast period, albeit not at the double-digit boom growth figures witnessed earlier in the review period. This will essentially be driven by consumers developing improved daily oral care routines and hygiene habits, as we move beyond the time of the pandemic and social lives return to normal levels of intimacy.

Rising prices of dental services inspire consumers to look after their teeth at home

Dental services are becoming more expensive in Azerbaijan, thus making consumers to consider more strict oral hygiene routines. Therefore, in addition to traditionally popular manual brushes, electronic devices may develop some space in sales over the forecast period.

Problem solving products set to gradually become more popular

With more attention growing to the prevention of tooth problems, via improving a daily total hygiene routine, a higher demand for problem solving products should be anticipated. Of course, the most popular and demanded is expected to be toothpaste for sensitive teeth, usually purchased in pharmacies.