COVID-19 had little impact on oral care as these products are considered necessities among Norwegians. Retail volume and current value sales were largely unaffected as consumption patterns remained similar levels to much of the review period.
Electric toothbrushes were a key contributor of current value growth in 2021, continuing the trend in recent years. Electrical goods boomed during the COVID-19 pandemic in 2020 and this extended to small personal care devices such as electric toothbrushes.
Naturally, the rising popularity of electric toothbrushes has had a negative effect on other oral care categories, particularly manual toothbrushes, although many Norwegians will keep a manual toothbrush as a complement. Toothpaste has also suffered since consumers tend to use less toothpaste on electric toothbrushes than on manual ones.
Oral care will continue to struggle to add value outside of electric toothbrushes. Low-cost stores such as Normal will continue to gain in popularity putting downward pressure on value.
Electric toothbrushes will continue to be the main driver of value within oral care over the forecast period with higher end versions such as Oral-B iO and Philips Sonicare capturing consumers’ attention. As more Norwegians get an electric toothbrush he sale of replacements heads is expected to grow faster than units.
Oral care in Norway is highly consolidated with three manufacturers Colgate-Palmolive Norge, Orkla Care and Procter & Gamble Norge accounting for two-thirds of value share. Procter & Gamble advanced its position in 2021 due to rising sales of its electric toothbrush brand Oral-B.
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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.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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