Oral care was less affected by the pandemic than other beauty and personal care products such as colour cosmetics, as toothpaste in particular is considered an essential product. In 2021, current value and volume sales were up on 2020.
Colgate and Sensodyne remained the dominant brands in oral care in 2021, largely thanks to their strong positions in toothpaste. Both these companies combined accounted for well over half of value share.
Though manual toothbrushes account for significantly more value sales than electric toothbrushes, the latter is gaining a foothold and accounted for significantly more value sales and registered significantly higher value growth. They are also expected to register higher growth over the forecast period.
Oral care will register muted constant value over the forecast period in what is a mature product area. High emigration will also dampen volume sales.
Oral care is a product area where consumers feel like they need to trust the brand they are using. Unlike other products such as soap, where consumers are open to trying new brands, consumers are hesitant to try new brands within oral care.
Rising health and image-consciousness are likely to be particularly influential in strengthening consumer interest in more sophisticated products offering superior efficacy and added-value benefits.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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