Most oral care categories saw declines in 2020, due to social distancing restrictions and new consumer routines created by the event of COVID-19. Whilst consumers have generally increased their levels of personal hygiene, thus to safeguard against the virus, many have developed more relaxed attitudes towards other aspects of self-care, such as oral care and non-essential grooming.
The event of the pandemic created a shift in distribution channels for oral care. With parapharmacies closed during the times of lockdown, consumers purchased lower quantities of dental products from pharmacy chains and opted for one-stop shopping excursions to supermarkets instead.
Oral-B Laboratories GmbH (The Procter & Gamble Co globally) maintained its lead in oral care in 2020, with quite close competition from GlaxoSmithKline SA-NV in company terms. In brand terms, however, Oral-B holds a stronger lead on second-placed Signal (Unilever Belgium NV), with Colgate (Colgate-Palmolive Belgium SA) and Sensodyne (GlaxoSmithKline SA-NV) coming in third and fourth place.
Sales in oral care are expected to incrementally recover over the forecast period, with positive performances seen in 2022. This is attributed to a return to pre-pandemic lifestyles when consumers are able to and feel safe to go about their business without wearing a face mask and wish for a brighter, whiter smile.
As seen in other beauty and personal care categories, the continued demand for sustainable products will drive innovation in this area. Already in 2020, Colgate-Palmolive Belgium SA launched its new toothpaste, Oral Smile for Good, with a recyclable plastic tube and a responsibly designed formula made with natural ingredients.
In order to stimulate sales in 2020, both online and offline retailers offered significant discounts. As such, price-sensitive consumers have become used to being able to access products at lower price tags and will thus continue to demand value for money.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Belgium 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.
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This report originates from Passport, our Oral Care research and analysis database.
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