The pandemic exposed Brazil to unprecedented economic, social and health challenges. The country was still trying to recover from economic instability as a result of the previous crisis (in 2015-2016), when COVID-19 emerged, leading to lockdowns and disruptions.
Due to prolonged mandatory mask wearing during the pandemic, Brazilians were more exposed to halitosis, which encouraged a review of hygiene and self-care routines by consumers, especially those of higher socioeconomic levels, as they took a more proactive approach to their oral health by adopting a wider range of oral care items into their daily routines, including mouth fresheners. After an erratic trajectory in recent years, mouth fresheners recorded 6% retail volume and current value growth in 2021.
Brazilian consumers are increasingly concerned about the composition of products and value brands and companies connected to sustainable initiatives. According to Euromonitor International's Via, which tracks Stock Keeping Units (SKUs) sold online, the number of SKUs with an organic positioning and can be recycled increased within oral care between 2020 and 2021, suggesting that consumers are increasingly concerned about product composition, in addition to the environmental impact of packaging.
A driver from the beginning of the pandemic that remains relevant for consumer spending on oral care is remote working that includes hours spent in online meetings looking at one's own reflection. This is encouraging consumers to pay greater attention to their smile and to project a healthy image.
Despite being concerned about oral health and residing in a country with the highest number of dentists, the average Brazilian does not have access to continuous oral care, with more than half of the population neglecting an annual visit to professional services. In addition, most of these professionals are concentrated in the Southeast region, leaving a significant gap in other areas.
Although e-commerce remained a small distribution channel for oral care in Brazil at the end of the review period, it offers a promising environment for the penetration of electric toothbrushes. Higher prices have always been a hindrance to the adoption of electric toothbrushes in Brazil.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Brazil 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 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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