COVID-19 had little impact on oral care as such products are considered necessities in consumers daily routines and they tend to consume similar levels of these products during the pandemic as they would otherwise. This kept overall demand and category growth stable.
In 2021, consumers continued to show a preference for premium brands if they felt such products offered good value for money. Following the pandemic-related store closures in 2020, players implemented frequent discounting programmes, which favoured premium toothpaste.
Colgate-Palmolive continued to hold the overall leading position in oral care in 2021 with nearly a third of the total category sales. This is thanks to its well-known brands Colgate (in toothpaste and toothbrushes) and Colgate Plax (in mouthwashes).
Oral care has good prospects for growth in Kazakhstan in the coming years as, compared to other global markets, Kazakhstan has plenty of unmet potential. Educating consumers about the necessity of different oral care routines will aid interest in the category and boost overall sales.
Power toothbrushes is expected to be a leading growth driver within oral care over the forecast period. Electric toothbrushes (charged with a cord) are expected to gain more attention among Kazakhstani consumers over the forecast period and continue to see dynamic growth, supported by low levels of saturation, greater affordability of the products and increased awareness of good oral hygiene.
During the pandemic, oral care products recorded dynamic growth via the e-commerce channel as home-bound consumers were willing to experiment with online purchases, especially from grocery retailers. Oral care products are relatively affordable and risk-free products that are unlikely to get damaged in transit.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Kazakhstan 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 Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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