With lockdowns, many dentist facilities have had to shut, driving those consumers who were already taking proper care of their oral hygiene to further their efforts. Those efforts would include brushing their teeth for longer or using an electric toothbrush.
Electric toothbrushes have been a popular choice in the past few years. Indeed, for their buyers, they represent superior quality products compared to manual toothbrushes.
Benefiting from a smaller base, tooth whiteners continued to perform well and witness growth in 2020. Certainly the pandemic has generated looser oral routines for some consumers and as a result has sparked slower growth rates than the previous year for tooth whiteners.
Most consumers are expected to go back to their pre-pandemic oral care routine as soon as the vaccine rollout is complete, restrictions are lifted and consumers feel safe to socially engage again. In that context, innovation in the field will be key to attract demand.
While sustainability might not be the first criteria when purchasing an oral care product, the global movement towards more environmentally-friendly products across industries has meant more companies are now making sustainability commitments within their oral care portfolio. For instance, major player Colgate Palmolive has taken a series of initiatives to provide a more sustainable offering, such as designing and delivering zero plastic waste solutions for all Colgate-Palmolive products.
Mouthwashes are likely to continue witnessing steady growth and rising demand. One driver will be linked to experimental and clinical research studies done by Colgate Palmolive in late 2020 on contaminations comparable to COVID-19 such as SARS and H5N1.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Oral Care research and analysis database.
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