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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Israel with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Oral Care industry in Israel, our research will save you time and money while empowering you to make informed, profitable decisions.
The Oral Care in Israel market research report includes:
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.