Oral care, which was only slightly adversely affected by the Coronavirus (COVID-19) pandemic, saw strong retail volume and current value growth in 2021. This performance came on the back of population growth and improving economic conditions, which saw some consumers trade-up from economy to more premium products that offer sophisticated claims, such as whitening or gum protection.
Colgate-Palmolive consolidated its strong leading position with a further increase in retail value share in 2021. The company continued to leverage the strength of its Colgate brand in toothpaste and manual toothbrushes.
Whereas in rural areas traditional oral care products made from tree trunks exist and many people do not use toothpaste, consumer behaviour in urban centres is very different. Thus, urbanisation fuelled a shift towards manual toothbrushes and basic toothpaste in 2021, as these products are more commonplace and more widely available in urban areas.
Strong retail volume and value (constant 2021 prices) growth is expected across all significant categories through the forecast period. Rising health awareness and improved public education on the importance of maintaining proper oral and dental hygiene practices are set to underpin the further expansion of the category.
Oral care producers are predicted to pay more attention to rural consumers as the demand in cities matures with the strong urbanisation trend. Therefore, players are seeking ways maintain growth rates as demand in major urban centres moved towards maturity and even saturation in cities.
With the absence of battery and electric toothbrushes, manual toothbrushes and toothpaste are expected to remain the main product types in oral care over the forecast period. Although Pakistanis are increasingly cognisant of the importance of good oral hygiene practice to general health and wellbeing, there is little potential for other product types to gain popularity beyond a niche base of more affluent urban consumers, who are particularly diligent in this regard.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Pakistan 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 Pakistan, 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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