Increasingly, oral care is moving away from products that ensure oral hygiene, to products that address specific needs, such as tooth sensitivity, tooth whitening and the strengthening of tooth enamel. Despite the fact that these products retail for a slightly higher price than ordinary toothpaste, for example, consumers are willing to incur the extra cost.
Led by social media awareness and increased connectivity, consumers are increasingly complaining of the harsh effects of some oral care products, and the possible abrasion to their tongue and teeth. They therefore expect manufacturers to formulate products that address these concerns.
Consumers are increasingly looking at oral hygiene products other than toothpaste, which encourage routine oral hygiene; for example, dental floss and mouthwashes/dental rinses. Despite these products retailing for slightly more, they are willing to purchase them, guided by their increasing knowledge of oral hygiene routines.
In 2018, Colgate-Palmolive (East Africa) led oral care in Kenya in value terms. Its strong position is thanks to its well-known brand name, the financial resources to spend on active marketing activities, as well as investment in new product development.
With an increasing need to offer products that suit busy lifestyles, multinationals in the local market are looking to introduce products such as electric toothbrushes. Even though these may be more expensive, they are expected to target the affluent middle-classes and the urban population, as well as appealing to consumers who are looking at cost-savings in the long-term.
Manual toothbrushes remain easily accessible and affordable to the larger population; however, as consumers’ incomes and levels of awareness rise, some will eventually shift towards electric toothbrushes, even though they may also keep a manual toothbrush. This shift is expected to remain slow, and sales of power toothbrushes are likely to remain low throughout the forecast period.
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This industry report originates from Passport, our Beauty and Personal Care market research database.