The COVID-19 lockdowns have complicated the development of oral care products in 2020. On one hand, lockdown measures limited the workflow for some dental clinics, meaning that they could see fewer patients.
Given the decline in demand for oral care products, category players needed to try different strategies to stand out in the competitive landscape. For example, the local brand Ecodenta opted to continue active development and launching of products, such as its limited edition black orange whitening toothpaste.
Due to some media articles and channels started discussing the idea that well-maintained oral hygiene may prevent the spread of COVID-19, strong mouth wash products have gained additional attention in 2020 from concerned consumers. However, in Lithuania, oral hygiene products besides toothbrushes and toothpaste are still not used consistently amongst consumers, preventing mouthwashes/dental rinses from recording growth in 2020.
The forecast period is expected to see oral care continue to develop into a more mature and sophisticated beauty and personal care category. With consumers set to become increasingly focused on maintaining good oral hygiene and dental health, category players are expected to focus more on offering more sophisticated products that are positioned as responding to specific consumer needs.
As in other areas of beauty and personal, the ecological and sustainability concern are expected to impact developments in oral care. Recent launches include Ecodenta’s bamboo toothbrushes and Vilandra’s new environmentally friendly Humble brush product.
Teeth whiteners weathered the pandemic with positive, albeit minimal, performance in 2020 as consumers continued to show interest in maintaining clean, white teeth. This category has gained traction in recent years and is set to continue increasing in popularity as consumers are encouraged to pay more attention to aesthetics and personal beauty.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Lithuania 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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