Executive Summary

Jun 2019
PROSPECTS
Toothbrushes with different designs

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.

Soaring demand for total care products

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.

Halal ingredients

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.

COMPETITIVE LANDSCAPE
Multinationals continue to lead oral care

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.

Grocery retailers is the major distribution channel

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

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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Oral Care in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Oral Care in Malaysia?
  • What are the major brands in Malaysia?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Oral Care in Malaysia - Category analysis

HEADLINES

PROSPECTS

Toothbrushes with different designs
Soaring demand for total care products
Halal ingredients

COMPETITIVE LANDSCAPE

Multinationals continue to lead oral care
Grocery retailers is the major distribution channel
Bundle promotions

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 9 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 10 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 12 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Beauty and Personal Care in Malaysia - Industry Overview

EXECUTIVE SUMMARY

An active year in beauty and personal care
A strong performance for products containing natural ingredients
Competitive landscape
Sensitive skin ranges are available in specialist retailers
Positive outlook for the forecast period

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources