Retail constant value sales (2021 prices) of oral care continued to expand during both 2020 and 2021, albeit at quite a modest pace. Consumers spent more time at home and were unable to visit dentists during lockdown or were reluctant to do so between lockdowns.
Power toothbrushes remained the most dynamic category in oral care during 2021, with electric toothbrushes particularly popular. With a relatively low household penetration rate, power toothbrushes still have significant growth potential.
The development of natural and organic products continued in oral care during 2021, particularly for brands within mass oral care. Colgate Plax launched its Smile for Good toothpaste in 2020, highlighting its short formula and natural ingredients in its marketing.
The rate of growth in retail constant value sales of oral care will remain buoyant throughout the forecast period, with power toothbrushes still the main driver. Heightened local consumer awareness in health and wellness will remain a key factor in this, in addition to greater interest in personal appearance, with high levels of social media use among younger consumers playing a role in the latter.
Many manufacturers will reformulate their toothpaste brands during the forecast period. Local consumers will increasingly expect brands to offer shorter formulas that are dominated by natural ingredients, as is already occurring in other beauty and personal care categories.
Whilst sales of solid toothpaste remained marginal throughout the review period, they are expected to increase during the forecast period, stimulating the category and encouraging new product development. Solid toothpaste – in lozenges, for example –– not only allows you to get around the problem of packaging but also to have a pre-dose of toothpaste and therefore not to over-consume it.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Oral Care research and analysis database.
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