Oral Care in Greece

2021 DEVELOPMENTS

Oral care retains slow yet positive growth amid heightened consumer awareness of good oral hygiene during the pandemic

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.

Intense promotional activity negatively affects value sales of oral care

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.

Oral care remains dominated by established global brands

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.

PROSPECTS AND OPPORTUNITIES

Oral care remains a staples category that will keep growing slowly over the forecast period

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.

Promotional intensity on toothpaste expected to be maintained

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.

Rise of toothpaste with specialised claims anticipated as brands seek to differentiate themselves

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.