Oral care in Pakistan is dominated by toothpaste and manual toothbrushes, which are considered basic necessities by most of the population. Together with rising awareness of the importance of maintaining good oral and dental hygiene practices, the essential status of these product types ensured the category proved more resilient to the economic and societal fallout of COVID-19 than many areas of the local beauty and personal care market in 2020.
Toothpaste remained by far the largest category within oral care in 2020, and was also the strongest performer in volume and current value growth terms. Despite the negative economic impact of the pandemic, it continued to benefit from increasing interest in more sophisticated products offering additional functionality beyond teeth cleaning.
Colgate-Palmolive remained the outright leader in oral care in 2020 due to the strength of its Colgate brand in toothpaste and manual toothbrushes. Long renowned for its quality and capacity for innovation, Colgate offers an extensive range, and its products are widely available across Pakistan.
Oral care looks set to show a much improved performance in terms of total volume and current value sales growth in 2021. As the threat from COVID-19 recedes in line with the rollout of vaccines in Pakistan, economic recovery should bolster consumer confidence and purchasing power, which will encourage higher spending on these products.
Toothpaste and manual toothbrushes will continue to dominate oral care over the forecast period. Although Pakistanis are increasingly cognisant of the importance of good oral hygiene practices 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.
While the outlook for oral care is broadly favourable, the overall expansion of the category is expected to slow somewhat towards 2025 as demand in major urban centres approaches saturation levels. It is likely this will encourage some producers to focus more on targeting consumers in smaller towns and rural areas, including by widening their distribution networks and investing in new educational marketing campaigns.
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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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