Oral Care in Israel

PROSPECTS

Oral hygiene prices drop thanks to parallel imports

Toothpaste and mouthwashes/dental rinses are very high-priced in Israel in comparison with other countries; however, towards the end of the review period prices decreased, mostly due to one significant factor: parallel imports. Many oral care products are obtained through parallel importers, allowing retailers to offer them at significantly lower prices than official importers.

Oral health programme for children expands

Awareness of oral care has risen, but as of 2017 this was still relatively low in comparison with other developed countries, resulting in poorer oral health despite the number of dentists per capita being among the highest worldwide. The Ministry of Health has made many efforts to educate the public about correct oral hygiene, and most importantly, it has implemented a programme regarding free oral health care for children.

Oral-B campaign targets children

During 2017, Procter & Gamble Israel MOD ran a campaign for its electric toothbrushes, targeting children aged three. The campaign provided consumers with electric toothbrush kits for children, including an electric toothbrush and a book about correct brushing, for only ILS39.

COMPETITIVE LANDSCAPE

Colgate leads oral care

S Schestowitz led oral care in terms of value sales in 2017, offering its leading brand Colgate as well as Meridol and Elmex, which accounted for smaller shares. Colgate gained share in 2017, especially within toothpaste.

Marketing activities support sales

S Schestowitz also ran special marketing activities during July 2017, including "Oral Health Month", through which it encouraged consumers to implement a healthy oral care routine and offered several products at a discount. With ongoing launches and other marketing activity, the company maintained Colgate's lead within oral care, and it is often consumers' go-to product when choosing toothpaste or toothbrushes.

New products focus on sensitive teeth

Several new products were launched in 2017. As awareness of correct treatment for sensitive teeth rose, several new products were launched and targeted at this consumer group.

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