As a result of the COVID-19 pandemic, many consumers avoided large stores with a large number of people preferring to shop at stores close to their homes to avoid public transport. Consequently, hypermarkets and supermarkets, lost value share during 2020 while e-commerce and convenience stores saw the largest value share gains.
The increasing use of mouthwashes/dental rinses was reinforced by the antibacterial effect of these products during 2020 as a result of COVID-19. However, the penetration of these products is still relatively low in Belarus, with value sales growth expected to continue in the forecast period.
Colgate-Palmolive continued to lead the oral care category in Belarus during 2020, followed by Splat-Kosmetika OOO and the Procter & Gamble Co. Splat-Kosmetika and EuroCosMed OOO saw healthy growth rates during the year due to developments in their distribution networks such as the intense collaboration of Splat-Kosmetika with Eurotorg.
Oral hygiene standards continued to evolve in Belarus in 2020. Growing awareness of the importance of good oral hygiene encouraged Belarusians, especially younger generations and parents, to expand their oral care routines by purchasing mouthwashes/dental rinses and dental floss.
Toothpaste was unaffected by the COVID-19 pandemic during 2020 because consumers need to use toothpaste and is generally more loyal to certain brands than in the toothbrushes category. Therapeutic toothpaste (for healthy gums and sensitive teeth) specifically grew in popularity in 2020.
Innovative marketing campaigns create trends in markets and drive sales. At the end of 2019, almost all the main brands such as Colgate, Splat, and R.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Belarus 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 Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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