2023 is expected to be similar to 2022, in that inflationary trends will lead to further price increases (it must be noted that contracts for raw materials are signed 6-7 months ahead of production, and hence 2023 prices are largely shaped by events in 2022) and, as a result, volume sales for toothpaste and manual toothbrushes will stagnate, while value sales will fare better. Over the rest of the forecast period, volume sales of toothpaste are expected to see marginal increases (due to the fact that consumption per capita is still low and there is some growth potential), while value sales will increase somewhat faster due to moderate price increases.
As we move further away from the COVID-19 crisis, sales of mouthwashes/dental rinses will keep declining, retreating to a level a little higher than in 2019 (pre-pandemic) levels as the shift towards more “health aware” behaviour will remain for some consumers. Most, however, do not consider rinsing with mouthwash to be an essential step (especially when compared with brushing) and will be keen to cut down on spending on such products (by, for example, reducing use to once, instead of twice, per day).
The two main categories within oral care, toothpaste and manual toothbrushes, will continue to see constant, intense promotions over the forecast period. With no substantial amelioration of the economic climate anticipated in the near future, manufacturers will be reluctant to ease promotional intensity, as cost-wary consumers, long-accustomed to significant discounts (-40%, -50%) will readily switch to less expensive alternatives.
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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.
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.
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