Consumers continue to seek products offering good value for money when purchasing oral care items. Leading players have sought to offer economy pack types, multipacks, and four-for-the-price-of-three promotions and other discounts to stimulate demand.
Toothpaste held the largest share and saw the fastest growth in oral care in 2018. Its usage is near universal across all income and age groups, although it still has potential for growth.
In line with the wider beauty and personal care market, consumers are seeking natural ingredients in oral care. In an effort to boost value sales, manufacturers have introduced new product technologies and new claims in line with this trend.
Colgate-Palmolive & Cia continues to dominate sales of oral care, offering lines of toothpaste, toothbrushes, dental floss and mouthwash under the Colgate brand. The success of Colgate in the category is based on its wide distribution network, innovation, marketing campaigns, promotions at points of sale and social commitment.
Colgate-Palmolive has been increasing its toothpaste portfolio and targeting segments with specific needs, meaning its range is extensive. However, in the latter part of the review period, consumers were focused on less expensive products, opting for oral care offerings that target the entire family.
Oral care is dominated by international brands, such as Colgate and Procter & Gamble’s Oral-B. Their global brand profile means they are recognisable by consumers, and their high quality reinforces their competitive position.
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This industry report originates from Passport, our Beauty and Personal Care market research database.