Competitive Landscape
Leading Players Sustain a Concentrated Market as Competition Intensifies in Adjacent Segments
New Zealand’s oral care remained highly concentrated in 2025, with Colgate-Palmolive Ltd holding a 39% retail value share and GlaxoSmithKline New Zealand Ltd 24%, together accounting for over 62% of the market. This represented a slight softening from their combined 63% in 2020 as emerging and niche players gained traction in specific categories.
Emerging Local Brands Gain Traction through Sustainability and Clean Innovation
Emerging local brands strengthened their positions in 2025 by aligning closely with consumer demand for natural, clean, and environmentally responsible oral care, gaining meaningful retail traction relative to multinational competitors less able to communicate local provenance and sustainability credentials.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
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.
The Oral Care in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in New Zealand - Category analysis
Key Data Insights
Oral Care Summary
Preventative Care and Premiumisation Drive Value Growth in Oral Care
Clean, Botanical Formulations Reshape Oral Care Expectations
Smart Technology and Personalisation Drive Premium Adoption
Prohibitive Dental Costs Set to Sustain Demand for Premium Preventive Solutions
Sustainability and Localism Expected to Strengthen Competitive Advantage
Specialised Innovation Projected to Elevate Oral Care into a Holistic Health Category
Leading Players Sustain a Concentrated Market as Competition Intensifies in Adjacent Segments
Emerging Local Brands Gain Traction through Sustainability and Clean Innovation
Supermarkets Dominate Distribution as E-Commerce Gains Share
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
-
- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
-
- Manual Toothbrushes
-
-
- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
-
- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
-
- Toothpaste
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 definitionsWhy 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 report originates from Passport, our Oral Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!