Most oral care categories demonstrated a static performance in 2021, with retail value sales growth being stifled by discounts and price promotions, especially in grocery retailing, which placed a downwards pressure on unit prices. This was especially visible in toothpaste, the biggest category in oral care in Belgium.
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 2021, 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.
Over the forecast period, it is anticipated that discounters, both grocery and non-grocery discounters, will continue to gain in value share among sales channels. At the same time, premium toothpaste brands such as Meridol and Paradontax, traditionally distributed only though chemists/pharmacies and drugstores/parapharmacies, are likely to be also sold through grocery retailers.
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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.
If you're in the Oral Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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