Oral care sales in Brazil appear to be moving in a different direction when compared to other beauty and personal care categories. While in most categories, consumers continue to opt for cheaper products, in oral care more expensive items appear to be gaining traction.
One trend seen in oral care is the focus by many key players on specific issues. Although speciality products were always available within oral care, products were designed around a few issues such as sensitive teeth or whitening claims.
Colgate-Palmolive Indústria e Comércio Ltda continues to lead sales in Brazil, given the strong brand equity its brands enjoy in the country. Colgate has been expanding its portfolio of products to target as many audiences as possible.
Although losing share under oral care, Procter & Gamble appears to have selected the category as a key one during 2018. The company has invested heavily in the category, renewing and introducing several new products under the Oral-B brand.
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This industry report originates from Passport, our Beauty and Personal Care market research database.