In 2020, oral care sales recorded slightly more dynamic current value growth thana year earlier, driven by consumers’ increased focus on hygiene during the pandemic. The main growth drivers within oral care in 2020 were mouthwashes, power toothbrushes and toothpaste.
In 2020, consumers continued to prefer premium brands if they felt they offered them good value for money. Following the store closures, players implemented frequent discounting programmes, which favoured the premium toothpaste segment in 2020.
In 2020, Colgate-Palmolive Kazakhstan continued to hold a strong position in oral care with a 31% value share through its well-known brands Colgate (toothpaste and toothbrushes) and Colgate Plax (mouthwashes). The leader continued to be pursued by second-ranked Splat-Kosmetika, which closed the share gap to the leader in 2020 due to active new product development and its wide product portfolio.
Oral care sales are expected to continue registering healthy growth over the forecast period, with any categories that experience a slowdown in growth in 2020, such as manual toothbrushes, denture care or dental floss, expected to see more dynamic performances in 2021, with these products benefiting from postponed demand from the lockdown period. Over the forecast period, oral care is expected to record a current value CAGR of 8% (3% CAGR at constant 2020 prices).
Power toothbrushes will be another 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.
In 2020, oral care products recorded dynamic growth via the in e-commerce channel as home-bound consumers were willing to experiment with online purchases, especially from grocery retailers. The expansion of this channel is expected to continue over the forecast period, with more brands entering grocery e-commerce and expanding their engagement with consumers via social media platforms.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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 report originates from Passport, our Oral Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page