Oral care has been among the most stable categories in beauty and personal care in the face of the pandemic. Even before the onset of COVID-19, retail constant value sales (2021 prices) of oral care had been in decline, and this trend continued during 2020 and 2021.
Power toothbrushes suffered the highest decline in retail constant value sales in oral care during 2020, and their retail constant value sales continued to fall in 2021, as the economic shock of the pandemic led many local consumers to rein in their discretionary spending. Given their higher prices in comparison with manual toothbrushes, consumers postponed their purchases of battery and electric toothbrushes.
Colgate-Palmolive de México remained the dominant player in oral care during 2021, ahead of Procter & Gamble de México. This was due to Colgate-Palmolive’s dominance of toothpaste and strong position in both manual toothbrushes and mouthwashes/dental rinses.
Oral care will return to growth in 2022, with retail constant value sales rising at a moderate pace during the forecast period as a whole. Growth will be supported by an anticipated post-pandemic economic recovery, urbanisation and a heightened interest in health and wellness among local consumers, which is set to outlast the pandemic.
Electric toothbrushes and, more generally, power toothbrushes, will be the top performers in oral care during the forecast period. However, this growth will come from a relatively low base.
The demand for toothpaste brands with natural or organic positioning is expected to grow in line with rising health awareness and consumer interest in sustainability. However, higher prices and consumer price-sensitivity are likely to see such products continue to constitute a niche.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Mexico 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 Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.See All of Our Definitions
This report originates from Passport, our Oral Care research and analysis database.
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