Oral care witnessed slower than expected current value growth in 2018 compared with last year’s forecasts. This was largely due to the underperformance of the biggest oral care categories, primarily toothpaste and (manual) toothbrushes.
In 2018, the secondary oral hygiene market in Macedonia continued growing, mainly as a result of increased consumer awareness of the advantages of the regular use of oral hygiene products, primarily dental floss, mouthwashes/dental rinses and mouth fresheners. This led to the more significant growth of these categories, particularly dental floss and denture care, which saw the fastest current value growth in oral care in 2018.
Caries and enamel erosion are quite significant in Macedonia, as reported by dentists and the dental association. Long-term exposure to acids is damaging the hard outer surface of teeth, causing decay and damage which are preventable.
Colgate-Palmolive Co led oral care in 2018, seeing slight growth in its value share. The robustness of the company’s value share derives from the market significance of the company’s brand portfolio, which consists of the strong Colgate oral care brand and the less significant Kolynos brand.
GlaxoSmithKline ranked second within oral care in 2018, seeing moderate growth in its value share thanks to the solid performance and combined strength of the company’s oral care brands Aquafresh, Sensodyne and Parodontax. Whilst the Aquafresh brand is ubiquitous and can be purchased through the extensive nationwide networks of both modern and traditional grocery retailers, the brands Sensodyne and Parodontax are typically sold only by the better-stocked modern grocery channels, such as supermarkets and hypermarkets, as well as beauty specialist retailers, and this itself limits the market penetration, presence and sales performance of these two significant oral care brands.
Unilever Group was the third ranked company within oral care in 2018, with a static value share. The company’s strong value share derives from the market significance of its second ranked brand in Macedonia, Signal.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in North Macedonia 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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