Oral Care in Canada

2020 IMPACT

2020 sees an electric performance thanks to the pandemic

The COVID-19 pandemic in Canada did not have a major impact on the oral care category in 2020 as these products are generally considered to be essential. However, the closure of dental offices during the lockdowns and more limited accessibility because of safety measures boosted sales, especially lifting sales of electric toothbrushes as consumers engaged in more home-based self-care.

Oral care players use online presence to advise consumers in 2020

Oral care players leveraged their online presence to inform consumers about oral care products and COVID-19 as well as deliver expert dental advice in 2020. For example, Colgate-Palmolive Canada Inc’s Colgate brand devoted a webpage to COVID-19 and oral care information, whereas Johnson & Johnson (Canada) Inc’s Listerine posted a COVID-19 update online addressing consumer questions about mouthwash and COVID-19.

Spotless year for Procter & Gamble with new connectivity

Procter & Gamble Inc maintained its lead in oral care in value terms in 2020, a category dominated by global consumer goods companies, including competitors Colgate-Palmolive Canada Inc, GlaxoSmithKline Consumer Healthcare Canada Inc and Johnson & Johnson (Canada) Inc, which together accounted for the vast majority of value sales. Procter & Gamble’s Crest brand is a strong competitor in toothpaste, although GlaxoSmithKline leads with its Sensodyne brand.

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