Value sales of oral care recorded a 1% growth in 2020, a stifled result compared to 6% recorded in 2019, prior to the outbreak of COVID-19. Therefore, while value sales suffered due to the outbreak and increased price sensitivity, the essential nature of the category meant that growth continued to remain positive for the year.
As well as the necessity of the items, oral care also recorded positive growth in 2020 due to the increased interest in health and wellness, which was boosted by the outbreak of COVID-19. This interest in health meant that many consumers were keen to remain as clean and hygienic as possible, including their oral health.
Colgate-Palmolive retained its dominance of oral care in 2020, with a value share of over 80% of the landscape. The player benefits from its long-standing and trusted global brand Colgate, which offers a large product portfolio ranging from basic economy products to premium products.
Oral care is set to record improved demand from 2021, benefiting from being perceived as an essential product. Toothpaste, toothbrushes and to a lesser extent, mouthwashes/dental rinses will all drive positive growth, as consumers return to their workplaces and socialising outside of the home environment once more.
Traditional/standard/basic will remain the dominant type of toothpaste, as it offers the widest range of affordable products for more price-sensitive consumers. However, mid-to high-income consumers who were less impacted by the outbreak of COVID-19 and who have the financial means to invest in more specific types of toothpaste will drive innovation on the landscape.
Oral care distribution will continue to be offered by a wide range of channels throughout the forecast period, including the dominant traditional grocery retailers, in addition to convenience stores, local markets and for mid-to high-income consumers, modern grocery retailers such as supermarkets. These stores offer a variety of products for most budgets, although Colgate remains the dominant brand overall, with a wide product portfolio in terms of cost, functionality and flavours.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Oral Care industry in Guatemala 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 Guatemala, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page