Oral care recorded an overall flat performance in volume terms in 2020, with demand weakened by the unstable economy as a result of the pandemic and subsequent lockdown, and rising price sensitivity. While many consumers continued to follow basic personal hygiene routines whilst confined to their homes, they are likely to have prolonged their usage of certain oral care products such as toothbrushes before purchasing replacements resulting in low volume decline, while niche categories such as dental floss and mouthwashes/dental rinses experienced much stronger drops in demand as consumers restricted their spending to the most essential oral care categories.
The dominant value category of toothpaste was the strongest performer within oral care in 2020, deemed to be the most essential product for basic hygiene, particularly as entire families were confined to their homes, resulting in further demand, although the volume growth rate was slower compared to pre-pandemic levels as some sought to eke out pack contents for longer. While traditional/standard/basic continued to dominate value sales as the most affordable format, total care/complete care gained ground as more affluent consumers traded up as a result of being unable to visit dentists during the lockdown, and therefore they were concerned about limiting additional costs when they did attend dental appointments.
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 2020 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.
A recovering economy will boost demand for oral care over the forecast period, with volume growth becoming increasingly robust from 2022 onwards as consumers spend longer periods of time outside of the home in terms of attending the workplace or socialising. They will therefore want to ensure that they follow adequate personal hygiene routines including good oral care.
Predictions for further growth in the Nigerian population will also continue to drive growth of oral care, particularly for more mature categories such as toothpaste and toothbrushes. Despite being fairly mature, toothpaste has scope to attract new users since prevalence is not yet 100% as many Nigerians, particularly in rural areas, still use traditional alternatives, such as chewing sticks.
Greater oral hygiene awareness, spurred by social media, will also help boost demand, particularly amongst the younger population, with oral care players carrying out advertising to encourage toothbrushing two to three times a day amongst this demographic compared to traditional habits of once a day brushing. Younger consumers are more easily influenced by Western trends which they are increasingly exposed to on social media platforms, a trend which could also offer further potential for niche categories such as dental floss and mouthwashes/dental rinses in line with improving disposable incomes.
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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 report originates from Passport, our Oral Care research and analysis database.
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