Oral care witnessed slower current value growth in 2021 as COVID-19 restrictions eased and purchasing patterns returned to normal patterns. Most oral care products are a necessity ensuring some stability in consumer demand.
Higher-growth categories such as toothpastes and dental floss have benefitted from new products with more natural ingredients and sustainable claims as oral care manufacturers look to add value in this category. 2021 launches include Gum Bio toothpaste made with organic plant and mineral-based ingredients and all controversial chemicals (GMOs, SLS, synthetic colourant, titanium dioxide, parabens, silicones or alcohol) removed certified by Ecocert.
Multinationals have a stronghold over oral care in Finland, with Unilever Finland, Procter & Gamble Finland, Colgate-Palmolive Co and GlaxoSmithKline Oy accounting for the majority of value sales in 2021. 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 in oral care will continue to grow across the forecast period, as Finns prioritise oral health. Value-added products in toothpaste, dental floss and teeth whitening products will all contribute to growth.
Electric toothbrushes will also be an important driver of growth over the forecast period. During the review period, more Finnish consumers opted for expensive brushes, and this trend is likely to strengthen in the coming years as Finns become more willing to spend more on electric toothbrushes with new easy-to-use features.
Although most oral care categories have a bright future in Finland, some areas will see a decline. Manual and battery toothbrushes will continue to lose sales to electric brushes, which will become ever more sophisticated.
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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 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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