While oral care maintained positive current value sales growth in 2021, in retail volume terms, sales continued to decline, albeit at a lower rate than in 2020. Local consumers maintained oral care routines as they followed basic personal care and hygiene routines to ensure that they kept gum disease or other problems to a minimum.
In 2021, certain oral care products fared better than others. Mouth fresheners, for example, posted the strongest retail volume decline in 2021 as work-from-home arrangements and the mandatory wearing of face masks negated consumer demand for such products.
Oral care in Georgia continued to be dominated by international players in 2021, due to a lack of local production. Leading brands such as Colgate (Colgate-Palmolive) enjoy a long-standing presence in the country and strong promotional support through media and outdoor advertising, which keeps them top of mind amongst local consumers and ensures brand loyalty to a certain degree.
Overall, oral care is set to see strengthened current value and retail volume growth over the forecast period. Many consumers, especially those returning to work, will want to ensure that they maintain basic oral care routines, which will boost retail volume sales from 2022.
Increasing competition between retail channels is expected to widen the offer of oral care in Georgia in the forecast period. Private label’s offer is expected to expand within chemists/pharmacies to appeal to low-income, price-sensitive consumers.
In the forecast period, oral care may experience a boost as international tourism recovers. During the COVID-19 pandemic, the number of tourists was low in Georgia, and oral care missed out on purchases completed by international visitors.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Georgia 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 Georgia, 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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