Oral care registered a negative growth performance in retail volume and current value terms in 2020. However, Coronavirus (COVID-19) had less of a negative effect on oral care, compared with a number of other beauty and personal care categories.
While a demand for manual toothbrushes and toothpaste was maintained during COVID-19, some users were likely to use the former for longer, ration the amount of toothpaste used per brush and buy replacements less frequently than in previous years for economy and convenience reasons. The maturity of manual toothbrushes and toothpaste also limited growth potential.
While the pandemic delayed or postponed research and development and new product launches, as in other beauty and personal care categories, oral care saw some innovation in 2020. Moreover, some major players tried to reach house-bound consumers with marketing and advertising through online avenues, including social media.
Having been less exposed to the effects of the pandemic, oral care is expected to recover quite quickly from the downturn in 2020. Thus, moderate retail volume and value (constant 2020 prices) growth is anticipated from 2021, and a return to 2019 sales levels is predicted for 2022.
As in the review period, electric toothbrushes is predicted to see the fastest retail volume and value growth over the forecast period. With demand already very mature and sales dominated by basic, low-value products, manual toothbrushes fails to generate strong sales growth.
Another pre-COVID-19 trend in oral care, the increasing consumer interest in pharma-positioned brands with a professional image, is set to gain traction in the forecast period. The presence of pharma brands is most visible in toothpaste, although options have been observed in mouthwashes/dental rinses.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Oral Care research and analysis database.
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