Oral care in Poland has seen limited impact from the pandemic, reflecting the essential status of these items. During lockdown, consumers have still had to take care of dental hygiene, and the category has been unaffected by the restrictions on movement and socialisation that hit other categories at the start of the crisis.
Oral care has seen a continuous decline in unit prices over the review period, largely as a result of the highly competitive environment of the chained modern grocery retailers that dominate sales in Poland. Prices continued to fall in 2020, but not noticeably more than other years.
In line with other beauty and personal care categories, 2020 has seen an acceleration in demand for more ‘natural’, greener products. This is in line with a broader strengthening of health and wellness trends in response to the pandemic.
Sales of oral care are set to rapidly regain momentum in 2021, with growth rates returning to pre-pandemic levels following the slowdown in 2020. Spending levels in real value terms will return to pre-pandemic levels in 2021, with the reopening of the economy and most importantly the relaxation of restrictions on movement and distancing driving growth.
Consumer interest in oral health and hygiene is in line with broader concerns about health in Poland, as a result of the pandemic. This will continue to drive demand for more clinically aligned products in the category, in particular dental rinses and mouth washes and electric toothbrushes, which are perceived to be the most effective means for cleaning teeth.
Retail sales of oral care in 2020 have been upended by the pandemic, with many consumers shifting online. This was largely a result of restrictions on movement, distancing and retail outlets, as well as consumer reluctance to risk visiting stores, and as a result there has been a clear uptick in share generated by e-commerce.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Oral Care research and analysis database.
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