Oral care was not significantly affected by COVID-19 in 2020, as these products are considered basic necessities in Norway. Demand in some categories did slow or decline as more time spent at home and fewer opportunities for socialising made consumers less inclined to maintain their regular oral and dental hygiene routines.
Electric toothbrush units was the most dynamic performer in current value growth terms in 2020, and the only oral care category to post growth in volume sales. The fact that this category is still some way off maturity helped to sustain its expansion.
Cannibalisation continued to subdue overall demand in oral care in 2020. While electric toothbrushes have become increasingly popular in Norway in recent years, this trend has come at the expense of manual toothbrushes, which now play a complementary or secondary role for many consumers and are therefore replaced less frequently.
Electric toothbrush units looks set to remain the most dynamic oral care category in current value growth terms over the forecast period, and is also expected to post healthy growth in volume terms. It will continue to benefit from increasing consumer appreciation for the convenience and superior cleaning capabilities of these products, with rising interest in more technologically advanced models such as those in the Oral-B iO range set to be a key driver of value sales.
Tooth whiteners is expected to be the best performing oral care category in volume growth terms over the forecast period. This is partly because sales are emerging from a relatively low base, though it should also benefit from rising image-consciousness among Norwegians and further improvements in the distribution of these products via mainstream and specialist channels.
Oral care in Norway is highly consolidated. Toothpaste, the single largest category in value terms, is dominated by three brands, Colgate, Solidox and Sensodyne.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Norway 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 Norway, 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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