Executive Summary

Jun 2019
PROSPECTS
Whitening products continue to gain in popularity

Danish consumers are becoming increasingly concerned with maintaining a well-groomed appearance, which includes clean and healthy teeth. This trend led to increased demand for products which promise to keep their teeth as white and clean as possible, including tooth whiteners, toothpaste with whitening properties and sophisticated electric toothbrushes with smart features or sonic technology in 2018.

Increased demand for green and free from products

As in many other categories of beauty and personal care, Danish consumers are increasingly trying to avoid oral care products which contain chemicals or potentially harmful ingredients. Therefore, natural products, especially in toothpaste, as well as free from alternatives, continued to witness increased demand in 2018.

COMPETITIVE LANDSCAPE
Colgate-Palmolive continues to lead oral care

Colgate-Palmolive continued to lead oral care in Denmark in 2018, with the category remaining consolidated as the three leading players, Colgate-Palmolive, Unilever Danmark and GlaxoSmithKline Consumer HealthCare, accounting for a major proportion of retail value sales. These players market some of the most popular oral care brands in Denmark including Colgate, Zendium and Aquafresh, which all enjoy high levels of brand recognition, as well as solid distribution networks.

No major shift in the competitive environment expected

The brands marketed by Colgate-Palmolive, Unilever Danmark, and GlaxoSmithKline Consumer HealthCare are expected to remain amongst the most popular in oral care in Denmark over the forecast period. It is therefore unlikely that there will be any major shift in the competitive landscape.

Private label holds a minor share

Private label accounted for only a minor share of oral care in Denmark over the review period and in 2018. Oral care products such as toothpaste and toothbrushes from the major brands already retail at relatively low price points in Denmark and are often available with promotional discounts.

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Oral Care in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Oral Care in Denmark?
  • What are the major brands in Denmark?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Oral Care in Denmark - Category analysis

HEADLINES

PROSPECTS

Whitening products continue to gain in popularity
Increased demand for green and free from products

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead oral care
No major shift in the competitive environment expected
Private label holds a minor share

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 9 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 10 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 12 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Beauty and Personal Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Healthy value growth despite maturity
Strong demand for premium products
The leading players consolidate their positions
Consumer demand for natural products drives the certification trend
Positive value growth expected over the forecast period

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources