Oral Care in Canada

PROSPECTS

Oral care a mature but steadily growing category

Oral care in Canada remained a highly saturated and mature category in 2017 but nevertheless continued to record steady growth, with sales driven by increasingly sophisticated oral hygiene routines and further product segmentation. Canadian consumers are aware of the importance of maintaining good oral hygiene and are willing to spend on oral care products so as to avoid frequent visits to the dentist, with dental care not included in the public health system.

Manufacturers’ new product developments seek to satisfy specific needs

While multipurpose oral care products continue to be popular among consumers, manufacturers have also been focusing on addressing specific consumer needs, for example tooth sensitivity, tooth whitening and the strengthening of tooth enamel. Around 30% of Canadians have dentin hypersensitivity, although many of them do not seek professional treatment.

Premiumisation trend drives up unit prices in oral care

With rising disposable incomes and an increasing focus on appearance, Canadian consumers are showing more interest in premium oral care products. Demand for both convenience and efficacy is leading to a shift towards more sophisticated products, such as professional dental cleaning kits and tooth whitening kits for those who prefer home treatments.

COMPETITIVE LANDSCAPE

Large consumer goods companies dominate oral care

In 2017, oral care in Canada continued to be dominated by large global consumer goods companies, including Procter & Gamble, Colgate-Palmolive, Johnson & Johnson and GlaxoSmithKline, which together accounted for the vast majority of the category’s value sales. These four players benefit from strong brand names and the financial resources to invest in both new product development and marketing and promotional campaigns.

Manufacturers move towards premium options

Despite being a mature category, oral care is benefiting from ongoing new product development and innovation in terms of ingredients and formats. Brand owners are competing with each other through differentiating their products and providing more targeted solutions.

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