COVID-19 had a negative effect on the rate of growth in retail current value and volume sales of oral care, with the latter figure declining to its lowest rate in nine years. Nonetheless, the effect of the pandemic was limited: While the economic shock it engendered undermined consumer confidence, most local consumers continued to purchase oral care products.
While toothpaste accounts for the bulk of retail current value sales in oral care, demand for mouthwash/dental rinses also exhibited significant growth during the review period – albeit from a much smaller base. Wider distribution has played a role in this, with these products increasingly available through supermarkets, chemists/pharmacies and particularly outdoor markets.
Colgate-Palmolive Co and Unilever Group dominate oral care, with their Colgate and Signal brands, respectively. These brands are widely distributed and prominently positioned on store shelves, in addition to being supported by advertising and sponsored dental health campaigns.
The rate of growth in retail current value sales of oral care is set to accelerate during 2021, in spite of the fact that the stockpiling that occurred during 2020 is very unlikely to be repeated. A post-pandemic economic rebound will likely play a role in this, in addition to the fact that consumers will spend less time at home.
Another important factor that will drive growth in retail current value sales oral care during the forecast period will be widening distribution. In particular, supermarkets will continue to proliferate, spreading out from city centres towards this suburbs.
More affluent consumers will continue to increase their spending on oral care during the forecast period. Not only will they buy mouthwash/dental rinses in growing numbers, retail current value sales of dental floss – which are currently negligible – may also begin to grow.
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This report originates from Passport, our Oral Care research and analysis database.
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