Oral care continued to benefit from growing awareness of the importance of oral hygiene and visits to the dentist, in order to prevent dental cavities, gum disease and related dental problems like bad breath. Surveys have shown that oral health is increasingly important to Italians for psychological, relationship, health and physiological reasons.
Electric toothbrushes remained the fastest-growing category in retail volume and current value terms in 2019. Moreover, still low household penetration offers the potential for further healthy growth.
Procter & Gamble, the clear leader, increased its retail value share in oral care in 2019. The company benefited most from the dominance of Oral-B in dynamic electric toothbrushes.
Sales of oral care are now expected to see a marginal decrease in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected flat growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Over 2020 as a whole, oral care is projected to see a marginal decrease in retail value sales at 2019 constant prices. This is largely in line with the expected flat growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Oral care is expected to return to growth quite quickly as the forecast period progresses, with a number of categories, such as dental floss, tooth whiteners, mouthwashes/dental rinses and electric toothbrushes projected to post positive retail value CAGRs at constant 2019 prices. Oral care is set to be quite buoyant, as pre-COVID-19 trends like higher awareness of hygiene and oral care standards inform more frequent and comprehensive oral care regimes in the forecast period.
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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.
This report originates from Passport, our Oral Care research and analysis database.
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