Oral care in Greece continued to grow at a steady pace in 2021. Increased consumer awareness regarding oral hygiene remained unaffected and even increased during the 2020 and 2021 lockdowns.
Regular and frequent offers and price discounts (eg 40% or 50% price-offs) by manufacturers during 2021 had an adverse impact on value sales, particularly with respect to the key category of toothpaste. The increasing penetration of e-commerce in Greece is also taking a toll on value sales, as consumers strive to find the best deals, particularly with regard to more expensive items.
No dramatic changes were seen in the competitive landscape of oral care in Greece in 2021. It continued to be dominated by big multinational brand names.
The essential nature of oral care products, along with increasing consumer awareness regarding wellbeing and personal hygiene, which includes good oral hygiene, means that sales of oral care products will retain positive growth rates in Greece over the forecast period. In the same was as they remained largely unaffected by the pandemic, oral care products are set to keep growing at slow rates and with no ground-breaking developments despite the ramifications of the pandemic and the lockdowns on consumers’ disposable income.
The pressure on consumers’ disposable income over the forecast period may not challenge the overall consumption of the essential category of toothpaste, but will certainly undermine brand loyalty, as cost-wary consumers will be keen to switch among leading, trusted brands in search of offers and promotions. Manufacturers will thus retain the widespread, regular promotions (offers and price-offs) that were in place during the review period, in an effort to retain their shares.
Price will not be the only area on which manufacturers will compete over the forecast period. Innovation and advertising support of products’ specialised claims will also be central in key brands’ strategy, with the focus being on toothpaste types that have been on the rise over recent years and continue to be aligned with current global consumer trends, namely whitening, sensitive and – still with low penetration but with a rising trend – gum health.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Greece 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 Greece, 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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