Oral care was less affected by the 2020 pandemic than other products, as it is considered an essential product by consumers and only registered a slight fall in volume sales. In 2021, with society opening up, oral care registered current value and volume growth.
Oral care remained a consolidated competitive landscape, dominated by multinationals GlaxoSmithKline, Unilever, Procter & Gamble and Colgate-Palmolive with the latter three players gaining value share in 2021 through their respective brands Closeup, Oral-B and Colgate. Overall leader GlaxoSmithKline therefore saw its Maclean’s and Aquafresh brands losing ground, while Sensodyne maintained its competitiveness.
Toothpaste registered the highest current value growth in 2021. Toothpaste is considered an essential product and this supported value and volume growth.
Toothpaste is expected to continue driving oral care growth over the forecast period. Toothpaste is considered an essential product, though it still has room for growth because there is still a segment of the population that chew sticks instead of using toothpaste for oral care.
Mouthwashes/dental rinses is expected to post the highest constant growth over the forecast period as consumers become more aware of the need to supplement tooth brushing with overall oral hygiene. Expending modern retailers will also lead to a growing range of products and also will increase accessibility.
Oral care is a product area where consumers feel like they need to trust the brand they are using. Unlike other products such as soap, where consumers are open to trying new brands, consumers are hesitant to try new brands within oral care.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Nigeria 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 Nigeria, 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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