Oral care in Malaysia experienced an overall positive performance in 2020, despite slower growth rates compared to 2019. Malaysians continued to maintain basic personal hygiene routines whilst confined to their homes, supporting further demand for toothpaste, toothbrushes, and mouthwashes/dental rinses as consumers were unable to visit their dentists as regularly as they would have liked during the year due to social distancing measures in place.
Toothbrushes was another area to see further innovation in terms of antibacterial claims with a particular focus on charcoal, with the latter applied to the toothbrush rather than as an active ingredient as noted in other areas of beauty and personal care. Darlie (Hawley & Hazel (M) Sdn Bhd for Colgate-Palmolive Co) through its Charcoal Toothbrush which claims to offer 99% Anti-Bacterial Bristles incorporates volcanic minerals from the island of Jeju, Korea and Binchotan charcoal from Japan which it claims help to inhibit the build-up of bacteria on the bristles, thereby promoting greater oral hygiene.
Oral care in Malaysia remained a highly competitive environment in 2020, led by multinational Colgate-Palmolive known for its global brand Colgate which gained further value share, followed by Hawley & Hazel (M) Sdn Bhd, which locally distributes the brand Darlie for Colgate-Palmolive Co. Third-ranked Oral-B from Procter & Gamble followed at a distance, also gaining value share within both toothbrushes (where it leads both manual and power variants) and mouthwashes/dental rinses.
Oral care is predicted to record stronger growth momentum from 2021 onwards, driven by increasing confidence amongst consumers in terms of a recovery of the local economy as the threat of the pandemic wanes, and the relaxation of restrictions which is likely to see a greater return to the workplace and socialising occasions, which is likely to further focus consumers’ attention on their oral care routines. Mouthwashes/dental rinses, power toothbrushes and toothpaste are all predicted to record double-digit growth rates in both volume and value terms (at constant 2020 prices) with the latter outperforming volume growth overall, signifying a greater willingness amongst Malaysians to invest in oral care that they perceive to offer greater specific value in terms of making antibacterial claims or using more natural ingredients.
While holding overall low value share within oral care, e-commerce made notable gains and recorded strong current value growth in 2020 when the pandemic encouraged an increasing number of consumers to move online for their oral care requirements due to the convenience and perceived safety of home delivery. However, the longer-term attraction to the channel is likely to be the significant cost savings that consumers can make through the e-commerce sites of popular retailers such as Tesco, Watsons and Guardian which regularly run price promotions on a variety of products, including the latter’s Hot Promotion campaigns for a limited time.
Oral care players are likely to continue to innovate when they develop new products through the use of natural ingredients to capitalise on the rising health and wellness trend in Malaysia. Leading mouthwashes/dental rinses brand, Listerine, is likely to benefit from further dynamic growth predicted for this category over the forecast period following the launch of its Limited Edition Coconut & Lime variant with no alcohol content, which is intended to make the use of mouthwash a more enjoyable experience with a move away from mainstream harsh mint flavours.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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