In 2021, retail volume and current value sales of oral care experienced solid growth as the hygiene concerns ignited by the pandemic prevailed. Growth rates were lower than in 2020 but oral care demand remained robust as consumers spent more time at home in 2021, enabling them to invest more time and effort in oral hygiene.
Danish consumers are becoming increasingly focused on using natural and organic products in many areas of beauty and personal care and this trend is also impacting oral care. In toothpaste, the wider availability of natural products is driving this demand for natural products as Danes look for a healthier and more sustainable option that is free from chemicals.
E-commerce remained the fastest growing channel in 2021 as a new wave of COVID-19 early in the year led to forced closures of department stores and shopping malls and consumers turned to online shopping to minimise their risk of exposure. As a distribution channel, its retail value share is now on a par with drugstores/parapharmacies.
Following the uptick in 2020 and 2021, oral care is set to return to more modest rates of current value and retail volume growth in the forecast period. All categories except for battery toothbrushes are expected to continue seeing moderate growth over the forecast period.
Current value sales of toothbrushes are expected to rise in double-digits over the forecast period as Danes upgrade to higher performing toothbrushes. Electric toothbrushes is increasingly popular in comparison to manual and battery toothbrushes and is expected to be the strongest growth category in the forecast period, in volume and value terms.
The major grocery retailers in Denmark including Coop and Salling Group will increasingly focus on developing their e-commerce channels over the forecast period in order to compete with online pure plays such as Nemlig. Rising competition in grocery e-commerce will increase price competition and raise service standards for consumers, driving growth in the e-commerce channel.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Denmark 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 Denmark, 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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