Oral care registered improving volume and value growth in 2021, following a more subdued performance the previous year. Manual toothbrushes recorded the most impressive growth, with both volume and value sales increasing by double digits, supported by successful sales strategies through supermarkets and hypermarkets, which utilised promotions that included product kits and discounts.
Leading oral care brand Colgate announced a huge step towards a sustainable future by launching its new 100% recyclable toothpaste tube. This product will be available in Latin America under the Colgate Natural Extracts line, and will be available in three different flavours: Activated Charcoal and Natural Mint, Citrus and Eucalyptus, and Coconut and Ginger.
Colgate-Palmolive Chile remained the clear leader of oral care in 2021 and continued to invest in revitalising sales and attracting consumers’ attention as it sought to maintain its leading position. The company has continued to innovate in terms of products that claim to be sustainable and friendly to the environment, in addition to further developing its toothpaste options.
While oral care is becoming increasingly mature in Chile, smaller players are successfully creating niche growth areas by offering products using natural ingredients and eco-friendly formulations. These increasingly attracted consumers’ interest at the end of the review period and are now widely available via e-commerce, independent beauty specialists and alternative chained chemists/pharmacies such as Knop, which focuses on retailing natural products, homoeopathy healthy food and supplements.
In an increasingly mature category, oral care products that demonstrate innovation, better health care and sustainability will have greater growth opportunities. This will include the new Colgate Natural Extracts toothpaste, which aims to combine the scientific quality of Colgate products with the benefits of natural ingredients.
Leading modern grocery retailers such as supermarkets and hypermarkets were effective distribution channels for oral care in 2021 as consumers appreciated being able to purchase all essential goods from one store. Heading into 2022, players’ commercialisation strategies should consider the migration of customers to these channels, which will present a strong opportunity to capture share, taking advantage of trends that already proved to be successful in 2020-2021.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.See All of Our Definitions
This report originates from Passport, our Oral Care research and analysis database.
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