Oral care remained relatively robust in 2021 as it did during the COVID-19 pandemic as Kenyans continued to purchase essential products. Demand for staple items such as manual toothbrushes and toothpastes remained resilient in Kenya even as restrictions were easing up and social gatherings returned.
Mouthwash is perceived as a luxury oral care product in Kenya due to its relatively high pricing and the fact it is not considered as an essential product. Demand is therefore driven by Kenya’s middle and high-income consumers living in urban locations.
The use of natural ingredients in oral care products is on the rise in Kenya supporting current value growth as consumer trade up to these value-added products. In toothpastes, consumers are seeking natural and organic products as well as those suitable for sensitive teeth.
Local environmentally-conscious players are expanding the range of eco-friendly, sustainable oral care products. Ecosmiles Limited manufactures biodegradable toothbrushes using bamboo and DuPont bristles, which are made out of nylon.
Kenyans living in rural communities are yet to embrace the modern methods of oral care and are keen on maintaining the traditional ways handed down to them over the years. These traditional methods involve the use of tree twigs and branches chewed to form bristles as brushes and ash or charcoal and salt as toothpaste.
Rapid growth in the toothpaste category is raising the competitive stakes among multinational and local players. Colgate-Palmolive East Africa is the leading player with its Colgate brand taking top position just ahead of Unilever’s Close-Up brand.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Kenya 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 Kenya, 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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