Oral care in Bosnia-Herzegovina is dominated by large mature categories, with little room for further expansion of the consumer base. Furthermore, the population in the country is likely to decrease, so there is real pressure on the volume performance of oral care in Bosnia-Herzegovina.
Battery toothbrushes recorded the strongest current value growth in oral care in Bosnia-Herzegovina in 2018, and also throughout the review period. Growth was from a small base, and did not have a significant effect on the overall performance of oral care.
Aside from trying to source growth from getting consumers to trade up in terms of quality, manufacturers and distributors in oral care are also looking at immature niches for growth. During the review period this meant focusing on dental floss and mouthwashes/dental rinses, which were heavily promoted with the goal of making these products part of the everyday oral care routine of the average consumer.
International players dominated oral care in Bosnia-Herzegovina in value terms in 2018, led by GlaxoSmithKline and Colgate-Palmolive Co. The top players excel in ensuring availability and placement of their products on store shelves.
In a move motivated by a market structure which is keeping “old” brands in focus, regional leader Saponia regressed back from Zirodent to the Kaladont brand that once pioneered oral care in the former Yugoslavia in order to reinforce its brand recognition amongst consumers. Most consumers in Bosnia-Herzegovina still use “kaladont” as generic name for all toothpaste.
Curaden International recorded the strongest increase in value share within oral care in Bosnia-Herzegovina in 2018, as was the case throughout the review period. Curaden carries the Curaprox brand, which is widely considered one of the highest-quality widely available products in oral care in the country.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Bosnia and Herzegovina 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 Bosnia and Herzegovina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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