Demand for oral care is growing thanks to the rising awareness about the benefits of regularly using oral hygiene products like mouthwashes, dental rinses and dental floss. Such products help maintain oral health as they reduce the chance of plaque formation and infections.
Despite the multiplication of media campaigns by brands explaining that electric brushing is more effective than manual brushing, relatively few French use an electric toothbrush. Reportedly, only 15% of French people have switched from manual to power tooth brushing compared to 25%-30% in Northern European countries.
Oral care in France will continue to see steady growth in the forecast period along with the rise of its geriatric population, which runs a higher risk of tooth decay. Ageing of the baby boomer generation will keep sales of denture cleaners and fixatives in positive growth territory.
Whilst Procter & Gamble’s Oral-B vastly dominates power toothbrushes, newcomers are entering the arena. Mostly known for its pulsed light depilatory devices within other home beauty appliances, Silk’n recently introduced a new toothbrush called ToothWave with technology inspired by the bipolar radio frequency technology used in dental clinics.
Away from the shelves of supermarkets and hypermarkets, toothpaste is undergoing a small revolution and is becoming a cosmetic product of its own, as some manufacturers have envisioned turning it from a simple hygiene product to a glamorous sensory experience. Boasting pleasant scents, improved textures and uncluttered packaging, toothpastes are now sitting next to perfumes and day creams in speciality beauty stores.
An integral part of overall health, oral care brings more and more people into pharmacies and parapharmacies. On the top of trained staff’s personal advice and recommendations, these distribution channels offer consumers specialist brands unavailable in the mass market and the promise of safer products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.