In 2021, oral care in Germany registered its fastest current value growth rate since 2016, despite the strong continued strong impact of the pandemic on consumers’ daily lives. Whilst electric toothbrushes showed the highest growth rate in the category in 2021, tooth whiteners, toothpaste and mouthwashes/dental rinses all also saw mid-single-digit growth, reflecting not only increased organic growth in volume terms, but also the higher prices charged across the industry.
GlaxoSmithKline, which owns the brands Odol, Sensodyne and Dr Best, amongst others, accounted for a quarter of value sales in oral care in Germany in 2021. The company holds one of the strongest leading positions amongst all the main categories within beauty and personal care.
Consumers in Germany consider oral health a priority for their wellbeing, and are willing to spend increasing amounts to achieve their goals. Toothpaste is fundamental to maintain healthy teeth and gums, and in Germany consumers’ awareness of this is extremely high, as information is widespread and readily available both online and offline.
With a rapidly ageing population, elderly consumers in Germany not only possess the highest purchasing power in the country, but also outpace every other age group in terms of growth. Furthermore, expenditure on oral care products tends to increase with age, as oral health problems show up more often amongst older consumers than amongst younger consumers, with the latter often displaying a more careless behaviour towards oral health.
Sales via e-commerce increased strongly throughout the pandemic, since 2020. However, whilst consumers might return to pre-pandemic patterns in some respects, shopping is not likely to be one of them.
While it is clear that oral care is a solidly expanding category, some categories are expected to perform particularly well, helping drive up sales in the overall category towards 2026. Electric toothbrushes is projected to see the strongest current value growth within oral care, with both units and replacement heads performing well.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!