Oral care is expected to see an only minimal impact from COVID-19 during 2020, thanks to its importance in overall health and hygiene. Though all product areas are either witnessing slowed growth or current value decline, the declines are small and not expected to be of significant impact on oral healthcare’s growth in the mid- or long-term.
Mouthwashes/rinses is expected to see small but continued current value growth throughout 2020, as consumers use them for their value-added benefits and as a part of oral care routines that maximise hygiene. Social media platforms have also been informing consumers that products such as Listerine reduce the possibility of contagion of the virus, thus leading to increased consumption as anxious consumers will try anything to prevent contamination.
Colgate-Palmolive Co will lead oral care in 2020, with close to half of overall value share, maintaining a lead it had held throughout the review period. 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 has also been present in oral care in 2020.
Oral care is set to see improved overall growth during the forecast period, with all product areas reaching and most surpassing pre-COVID-19 growth rates. As restrictions ease and consumers return to work and school, demand for oral care will grow once again.
The impact of Colgate-Palmolive’s Smile for Good launch is predicted to be substantial, prompting innovation and development of products focused on sustainable production and environmentally friendly ingredients and packaging. The company has stated its intention to share its technology with competitors, enabling them to bring their products into line with rising recycling standards.
Over the forecast period, power toothbrushes will continue to see both strong growth and further development, particularly in electric toothbrushes as more consumers shift towards them over both manual and battery toothbrushes. Electric toothbrushes are considered to be an investment, offering excellent value money and the most efficient way to clean teeth.
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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 report originates from Passport, our Oral Care research and analysis database.
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