Toothbrushes with different designs are encountering rising demand from Malaysians, with more consumers searching for different features. Consumers are constantly looking for toothbrushes with more flexibility that are able to reach areas which traditional designs of toothbrushes cannot.
There has been a surge in the number of toothpastes providing all-round protection and total care benefits. Consumer demand for total protection has led to a rise in products such as toothpaste with total care benefits; for example, Colgate Total 12 Pro Breath Health and Darlie Multicare, as well as Sensodyne Multi Care.
Oral care products incorporating halal ingredients saw stronger visibility in the review period. Following existing toothpaste ranges containing kayu sugi, manufacturers also launched mouthwashes/dental rinses containing kayu sugi, as one of the most famous halal ingredients in Malaysia.
In 2018, Colgate-Palmolive (M) continued to lead oral care in value terms, with its Colgate and Colgate Plax brands. Its GBO Colgate-Palmolive Co is also the GBO for the second placed company in oral care in Malaysia, Hawley & Hazel with the Darlie brand, leading Colgate-Palmolive Co to account for more than half of sales in oral care in 2018.
Offline grocery retailers such as hypermarkets and supermarkets and health and beauty specialist retailers continued to lead the distribution of oral care products in 2018. Consumers generally do not purchase oral care products from online stores, as they prefer the convenience of offline grocery retailers.
Bundle promotions remained one of the key promotional strategies in oral care in the review period. Twin-pack promotions are crucial for most toothpaste brands, such as Colgate, Fresh & White and Darlie, whilst bundles of more than two single-packed toothbrushes can also usually be found in Malaysia.
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This industry report originates from Passport, our Beauty and Personal Care market research database.