Oral Care in Canada

PROSPECTS

Oral care is projected to record a positive value performance

Oral care remained a highly saturated and mature category in 2018, but recorded steady current value growth. Driven by an ageing population, increasingly sophisticated oral hygiene routines and product segmentation for specific oral health concerns, the category is projected to record solid current value growth over the forecast period.

Electric toothbrushes is positioned for robust growth

Over the forecast period, electric toothbrushes is expected to see the strongest current value growth. As products in this category become more affordable, more consumers are expected to substitute manual toothbrushes with electric versions, as well as shifting from battery toothbrushes to electric toothbrushes.

Natural toothpaste is making inroads

The natural trend is growing in Canada, as more consumers become aware of the ingredients in products, and their potentially harmful effects. As the natural trend grows in Canada and consumers gravitate towards this trend in beauty and personal care, some oral care brands have capitalised on this.

COMPETITIVE LANDSCAPE

Procter & Gamble leads oral care, which is a concentrated category

Procter & Gamble maintained its lead in oral care in value terms in 2018 – a category dominated by global consumer goods companies, including competitors Colgate-Palmolive Canada, Johnson & Johnson (Canada) and GlaxoSmithKline Consumer Healthcare Canada, 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.

Oral-B dominates electric toothbrushes

Procter & Gamble dominated electric toothbrushes in value terms in 2018, thanks to its Braun Oral-B brand; it was head and shoulders above other players in the category. Braun Oral-B is a well-established brand in electric toothbrushes, and is known for its efficacy and reliability.

Electric toothbrushes continue to get smarter

Oral care products are becoming smarter and more advanced, as manufacturers of electric toothbrushes continue to pair their products with mobile apps. For example, the Oral-B Genius 9600, launched in 2018, comes with detection technology.

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