Demand for oral care continued to grow in 2021 with many of these products forming an essential part of consumers’ daily oral care routines. Increased hygiene concerns continued to propel volume sales in 2021, although this was offset by prevailing economic uncertainty which forced many households to switch to cheaper brands and private label to make savings, with this being reflected in modest value gains.
Toothpaste remained the most important product area in value and volume terms and continued to enjoy steady growth in 2021. Sales benefited from consumers following more thorough dental care routines since the start of the pandemic.
Toothbrushes also recorded healthy growth in value and volume terms in 2021, supported by fierce promotional activities especially in electric toothbrushes. Manual toothbrushes also benefited from consumers replacing their toothbrushes more frequently due to increased hygiene concerns.
Oral care should continue to see relatively stable growth over the forecast period, with many of these products seen as daily essentials. Nonetheless, the category is projected to see slower growth in retail volume terms compared to the review period, with it suffering from increasing maturity.
Increasing health awareness will likely result in greater consumer interest in the ingredients used in oral care products in the forecast period. Manufacturers and retailers are expected to target this trend by introducing new formulas with a lower chemical content and more natural ingredients, or by adding new ingredients with added health benefits, such as probiotics for example.
In addition to the use of natural ingredients it is also expected that the industry will move towards the use of more sustainable packaging, such as the use of high-density polyethylene, with this being in line with efforts to reduce their environmental footprint. Colgate Smile For Good Protection toothpaste was the first product in the market to utilise such packaging.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Colombia 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 Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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