Oral Care in Israel

PROSPECTS

Treatment toothpastes dominate

Sales of toothpaste continue to expand, thanks to innovation and the consumer shift towards more specialised products. Most toothpastes on the shelves today are designed to treat various conditions, and the variety of toothpastes which aim to whiten and remove stains is growing each year.

Mouthwashes is a category in decline

In 2018, mouthwashes/dental rinses saw a current value decline. This was a result of both a decline in volume sales and price decreases.

A shift to battery-operated toothbrushes in power toothbrushes

In recent years, there was an ongoing shift from rechargeable electric toothbrushes to battery-operated toothbrushes. Battery-operated toothbrushes have always been less expensive than rechargeable toothbrushes; however, in the past, consumers were willing to pay the higher price of rechargeable toothbrushes in order to benefit from their quality and durability.

COMPETITIVE LANDSCAPE

Colgate leads oral care

Accounting for the majority of toothpastes on shelves and benefiting from its never-ending innovation, Colgate led oral care both in terms of value sales and variety of products in 2018. Colgate’s frequent launches, the expansion of existing series and new and original products make it the leading brand in oral care.

Child-specific toothpastes

Ministry of Health regulations regarding child-specific toothpastes are very strict, making it difficult to penetrate this segment. For this reason, Colgate, although leading toothpaste, could not offer a toothpaste designed for children aged 2-5 until very recently.

Launches of mouthwashes/dental rinses have a significant but temporary effect

Mouthwashes/dental rinses is a category which needs a constant boost from marketing, as most consumers need encouragement to use such products. As such, launches of new products or campaigns have a significant impact on the category, but this is usually temporary.

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