In contrast with much of the beauty and personal care market, oral care was largely unaffected by the COVID-19 crisis and maintained stable growth in 2021. Oral care products are considered essential for maintaining oral health by the vast majority of consumers regardless of external factors.
Toothpaste significantly benefits from innovation based on new improved formulae, new combinations of ingredients and health claims. Brand diversification continues within the category and the number of key new product launches over the review period and in 2021 was significant.
Colgate-Palmolive Co remained the largest player in oral care in 2021, accounting for close to half of overall value sales in the category. The company’s leadership has been assured by the performance of its well-established and highly regarded Colgate brand, though its lesser-known Kolynos brand is also present in oral care.
Oral care is set to see continued growth driven by the stable growth of the largest category, toothpaste, over the forecast period. Apart from areas such as electric toothbrushes, oral care faces a notable challenge due to the maturity that has already been reached in the category.
Electric toothbrushes is set to see strong growth driven by product innovation, rising hygiene- and health-awareness, and growing consumer demand for convenience during the forecast period. Electric toothbrushes products are considered to be an investment, offering excellent value money and the most efficient way to clean teeth.
Tooth whiteners and dental floss are set to see volumes decline marginally over the forecast period due to limited consumer demand. Tooth whiteners are set to be less popular over the forecast period as a growing number of toothpaste brands include ingredients with tooth whitening properties and the majority of consumers are expected to opt for these types of products.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in North Macedonia 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 North Macedonia, 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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