Oral Care in Canada

PRE-COVID-19 PERFORMANCE

Oral care sees natural progression

In Canada, the natural trend was picking up pace in 2019. More consumers have become aware of the ingredients in products, and their potentially harmful effects.

Spotless year for Procter & Gamble

Procter & Gamble maintained its lead in oral care in value terms in 2019 – a category dominated by global consumer goods companies, including competitors Colgate-Palmolive Canada Inc, Johnson & Johnson (Canada) Inc and GlaxoSmithKline Consumer Healthcare 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.

An electric performance

Oral care remained a highly saturated and mature category in 2019, but recorded steady current value growth. Its sales performance is being driven by an ageing population, increasingly sophisticated oral hygiene routines and product segmentation for specific oral health concerns.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of oral care are now expected to grow by 1% in 2020 in 2019 constant value terms, in light of the impact of COVID-19. This compares with a 0% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within oral care

While overall oral care is set to benefit slightly in 2020 from the impact of COVID-19, mouth fresheners is poised to see the greatest drop in demand. The teeth-whitening and fresh breath provided by these products have been needed less by consumers as many of them have been working at home.

Recovery and opportunities

The mild effects of the pandemic on consumer demand for oral care in Canada are likely to ease over the course of 2020 as the country goes back to work and social opportunities slowly return to their normal level.

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