Oral care is already very mature in Germany and volume growth is generally limited to population growth, and, for the most part, is not coming from more frequent usage of the products. Current value growth remained quite healthy in 2019, however, with various trends pushing up prices.
Social media has been growing exponentially in recent years in Germany as newer digitalised generations spend more time and create content on various platforms such as Instagram and YouTube. Influencers have appeared within the new virtual environment and these are greatly impacting consumers’ choices, both directly and indirectly.
GlaxoSmithKline Healthcare continued to lead oral care in Germany in 2019. The company has a diverse portfolio, with therapeutical toothpaste brands like Sensodyne and Parodontax performing well in 2019, benefiting from a strong trend towards these products in Germany.
Sales of oral care are now expected to grow by 1% in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the rise of less than 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Sales of most products across oral care, including essentials such as toothpaste and toothbrushes, will continue growing in 2020. Mouth fresheners will see declining sales at constant 2019 prices, but these products were already recording falling sales over the review period.
With the COVID-19 pandemic having only a very limited impact on the oral care performance in 2020, growth rates will generally continue to be in line with the most recent expectations for the forecast period. Tooth whiteners and electric toothbrushes will continue to be the most dynamic products over the forecast period.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Germany 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 Germany, 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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