The longer-term trend of rising awareness of oral health was accelerated by the Coronavirus (COVID-19) pandemic over 2020-2021. The obligation to wear masks and fear of infection enhanced awareness of the importance of oral hygiene and sustained oral care’s growth trajectory through the pandemic.
Power toothbrush registered strong retail volume and current value growth in 2021. Electric toothbrushes benefited from heavy discounting amid price competition, which increased awareness and interest.
S Schestowitz and GlaxoSmithKline Israel Ltd accounted for the bulk of retail value sales in 2021. S Schestowitz continued to account for over one half of retail value sales of toothpaste and oral care overall, largely through Colgate in 2021.
Oral care is projected to see positive retail volume and value (constant 2021 prices) CAGRs over the forecast period. Power toothbrushes, both battery and electric, are set to see the highest retail volume and value (constant 2021 prices) CAGRs.
Meanwhile, the largest category, toothpaste, is expected to continue to perform well, despite maturity, as it is perceived to be an essential household item. The interest in toothpaste is likely to be sustained by ongoing innovation, with players offering new added-value features and properties and significant benefits.
Premiumisation is expected to be directed towards more health-orientated claims, such as gum health, whiteners, toothpaste in general, and power toothbrushes. Sensodyne and other semi-medical toothpastes are set to gain greater traction and popularity as part of the premiumisation trend and greater awareness of the importance of oral health.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Israel 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 Israel, 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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