Although most Finns continued to use manual toothbrushes in 2019, electric toothbrushes became more popular over the review period. Dentists often recommend electric toothbrushes for their benefits in keeping the teeth, gums and tongue cleaner, whilst helping to combat issues such as gum disease and gingivitis.
Tooth whiteners remained a niche product, but achieved strong volume growth in 2019, despite higher price rises than other oral care products. With the popularity of the selfie culture, consumers are becoming increasingly concerned about their appearance and this extends to having healthy, white teeth.
Multinationals have a stronghold over oral care in Finland with Unilever Finland, Colgate-Palmolive Co and Procter & Gamble Finland accounting for the majority of value sales in 2019. Unilever Finland’s Pepsodent brand is well known to Finnish consumers and the company releases regular line extensions to sustain interest in the brand.
Sales of oral care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). This compares to the marginal growth envisioned for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Tooth whiteners recorded the strongest constant 2019 value growth by far within oral care in 2019. Growth accelerated in 2019 as many Finns are seeking to have whiter teeth, particularly when posting selfies to social media sites such as Instagram and Facebook.
Oral care is expected to bounce back to good constant 2019 value growth in 2021 and continue to achieve growth throughout the forecast period rather than the slight declines envisioned in our research conducted at the end of 2019 before the spread of COVID-19. Sales are set to spike in 2021 as consumers restock their households with these essential items, before returning to more modest constant 2019 value growth rates over the remainder of the forecast period.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Finland 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 Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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