Increasing living costs continue to challenge low socioeconomic groups in New Zealand that struggle to afford basic oral care. In addition, some estimates indicate that almost 45% of the population faces difficulties accessing oral healthcare.
Growing awareness of the environmental impact of nylon and polypropylene products with extremely short product lifecycles, such as manual toothbrushes, is encouraging consumers to seek more sustainable and eco-friendly alternatives. Bamboo toothbrushes, in particular, are increasingly offered by popular brands such as Colgate and Grin, and are now available in major retail chains.
As a result of the pandemic, the use of mouthwashes/dental rinses has notably increased in New Zealand. Many consumers perceive that the regular use of mouthwash helps prevent mouth infections in addition to combating bacteria.
Various methods are available for cleaning between the teeth, such as interdental brushes, dental floss, and water flossers. The effectiveness of the most commonly used dental floss depends on the user's technique.
The demand for natural toothpaste will continue to grow as local consumers become increasingly concerned about the long-term side effects of foaming chemicals (lauryl sulphate) and colourants (titanium dioxide) found in mass toothpaste formulations. As a result, an increasing number of products are emerging that contain alternative ingredients, such as plant extracts, natural minerals, and essential oils with antiseptic properties.
Increasing perceptions of greater efficacy will continue to drive up sales of electric toothbrushes in New Zealand over the forecast period. Electric toothbrushes are becoming increasingly popular with consumers of all ages, including their effectiveness in removing plaque, the shorter time required for brushing and ease of use for those with limited mobility and children.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in New Zealand 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 New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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