In 2021, retail value sales of oral care continued to grow at a steady rate. Oral care has seen comparatively little impact on sales as a result of the pandemic, reflecting the fact that these are essential items.
2021 continued to see high levels of product launches, as well as consumers switching to new technologies. Electric toothbrushes continue to take share from battery toothbrushes, with the switch underpinned by increased promotional activity, attractive pricing and widespread discounting strategies such as 1+1 pack, coupon discounts and themed promotions.
E-commerce trends have accelerated as a result of the pandemic, with sales of oral care through the channel demonstrating outstanding growth during the pandemic. In part, this was a reflection of restrictions on movement and physical outlets, as well as consumer reluctance to risk visiting stores, but domestic retailers have also been very proactive.
There will be significant opportunity for greener, organic oral care products to drive value growth over the forecast period. Premiumisation trends in line with rising demand for clean formulas and natural products are set to underpin stronger price positions and value growth.
Consumer interest in oral health and hygiene is in line with broader concerns about health in Bulgaria, as a result of the pandemic. This will continue to drive demand for more clinically aligned products in the category, in particular dental rinses and mouth washes and electric toothbrushes, which are perceived to be the most effective means for cleaning teeth.
The oral care is set to see polarisation over the forecast period, with stronger price positions for naturally functional brands, but weaker prices for mass market products. Strong price-sensitivity will linger over the forecast period, limiting unit price growth, with some products seeing price decline at constant 2021 terms, including mouthwashes/dental rinses and battery and electric toothbrush units.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Bulgaria 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 Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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