The impact of the pandemic on oral care was rather limited compared to many other categories within beauty and personal care in 2020. Nevertheless, there were some nuances in specific products with the development of the pandemic and as information about it became public, including various claims in the media.
Oral care in Germany is an important product category for consumers with several brands generally enjoying notable trust. Therefore, even though market circumstances were far from ideal, sales remained positive overall in 2020, although many oral care products witnessed slowing demand or even declining volume sales as some consumers attempted to reduce their expenditure due to rising price sensitivity during the pandemic.
As the pandemic evolved throughout the year, several disruptions took place at country level that affected mostly retailers and their operations. While department stores and beauty specialist retailers hold a relatively small share within oral care, drugstores/parapharmacies remains the leading distribution channel, although these stores are mainly concentrated in major urban areas around the country.
Post-pandemic, a degree of normality is likely to translate into ongoing demand for oral care, with a higher number of specific-use products offering growth potential due to an additional emphasis on wellbeing as a whole. Increasingly widespread information about oral health, overall oral care and preventative measures will continue to ensure demand.
Technology within oral care is likely to play an increasingly important role in enabling players to launch more innovative products and offer greater diversity. This will ensure that leading brands maintain their positions and avoid fast-followers such as private label lines from the two major drugstores in the country, DM and Rossmann.
E-commerce is an increasingly important distribution channel for various products including oral care in Germany. However, prior to the pandemic, the channel’s presence was relatively limited due to high costs of delivery and relatively low return from providing such a service for retailers and oral care players.
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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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