Oral care continued to perform well in 2021, although showing slower growth compared to 2020 in current value terms. Sales benefited from the double-digit growth of electric toothbrushes in 2020 with consumers placing more focus on prevention following the outbreak of COVID-19.
Electric toothbrushes remained the most dynamic category in current value terms in 2021, albeit with growth not being quite as strong as the double-digit growth recorded in 2020. Aside from a strong focus on thorough oral care routines, electric toothbrushes also continued to benefit from ongoing investment in innovation.
New product launches in 2021 tended to include antibacterial and natural ingredients and were being positioned to offer a gentle and preventive solution to oral care. For example, Unilever launched Mentadent Protezione Attiva 5X mouthwash with CPC Technology.
Oral care is expected to continue performing positively during the forecast period. This is based in part on the growing penetration of electric toothbrushes, dental floss (which is benefiting from the dynamic area of interdental toothbrushes) and mouthwashes/dental rinses in Italy.
Electric toothbrushes will likely remain a key growth driver within oral care over the forecast period. However, the category’s development is expected to slow down as the forecast period progresses.
E-commerce is expected to remain the most dynamic channel over the forecast period, building on the dynamic growth seen during the pandemic. E-commerce is appreciated for its convenience; however it has a long way to go before it challenges the dominance of store-based retailing.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Italy 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 Italy, 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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