Oral Care benefitted from a surge in demand in 2021 as the country came out of COVID-19 restrictions and consumers started to go out again. A bigger emphasis on oral hygiene led to dynamic growth in mouthwashes/dental rinses, which many consumers has left out of their dental routine in the year prior.
Although a small category, dental floss saw a modest increase in current value sales in 2021 after being relatively unaffected by the COVID-19 pandemic. Dental floss has gained popularity with affluent Egyptian consumers due to promotions and initiatives across social media about the benefits of dental floss.
The majority of Egyptians in middle- and low-income groups have become more price-conscious since the COVID-19 pandemic. The rising cost of living in 2021 has only exacerbated this trend.
Oral-B Laboratories Egypt led oral care in 2021 maintaining value share despite upward gains by other companies. Oral B has the largest variety of toothbrushes from kids to adults and is always introducing new products and designs.
Oral care is expected to witness strong value growth during the forecast period as consumers expand their oral routines to include more sophisticated products. More consumers will put oral care higher on the agenda in line with growing awareness and investment in health and wellbeing.
Whitening toothpaste is tipped to be an area for growth in Egypt, as usage of this product is increasing and a larger number of varieties are becoming available, although most is imported. Brand Crest (from Procter & Gamble Egypt SAE) is cited as a strong player in whitening toothpaste, with products ranging from toothpaste to toothpaste whitening kits.
Electric toothbrushes are a very small category in Egypt and this is not expected to change due to the high price and low availability in Egypt. Electric toothbrushes are considered a luxury product, which includes extra costs in the form of new heads and batteries.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Egypt 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 Egypt, 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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