Because key product types like manual toothbrushes and toothpaste are considered basic necessities in Croatia, oral care has weathered the impact of COVID-19 better than many areas of the beauty and personal care market. Nonetheless, it still saw total volume and current value sales decline in 2020 due to heightened budget-consciousness among local consumers and the collapse in inbound tourism.
While power toothbrushes posted healthy growth in volume and current value terms in 2021, it remained something of a niche category, with Croatians continuing to overwhelmingly favour manual varieties. One of the main reasons for this was that power toothbrushes are considered quite expensive, and most consumers do not perceive their benefits to be sufficient to justify the higher cost.
Toothpaste, the single largest oral care category in Croatia, is highly concentrated, with just five brands accounting for the lion’s share of value sales. All of these brands are well established in the country and benefit from high levels of recognition and loyalty, which has historically prevented significant value share movements between them while also discouraging new entrants.
Although growth rates are likely to remain relatively modest due to maturity and population decline, oral care looks set develop positively in volume and current value terms throughout the forecast period. Overall expansion will be underpinned by the tendency of Croatians to be quite diligent in their approach to oral hygiene, while growth in inbound tourism should also help to buoy demand, primarily during the summer months.
While Croatians tend to maintain good oral hygiene routines, in the majority of cases they are largely limited to the regular brushing of teeth with toothpaste. However, in line with rising health awareness, recent years have seen many consumers adopt more complex routines that involve the use of other product types.
Strong brand loyalty should ensure the competitive landscape in toothpaste remains highly consolidated over the forecast period. However, with unit prices and general living costs in Croatia set to continue rising due to inflationary pressures fuelled by the global recovery from COVID-19 and Russia’s invasion of Ukraine, it is likely leading manufacturers in the category will have to step up price-based promotional activity to retain consumers and protect their positions.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Oral Care industry in Croatia 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 Croatia, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!