Oral care is expected to record positive retail value growth over the forecast period. The category is set to benefit from rising awareness of the importance of prevention, with Portuguese consumers paying more attention to their teeth and oral hygiene.
The Portuguese economy is in a recovery phase following a deep crisis. This recovery is expected to last over the forecast period, benefiting the performance of power toothbrushes.
Power toothbrushes are perceived to provide greater efficacy to remove dental plaque, compared with manual toothbrushes, and dentists most highly using such toothbrushes. Given that it continues to become more affordable, electric toothbrushes is set to see the highest value growth within oral care over the forecast period –twice that of battery-operated power versions.
Multinationals trust the Portuguese oral care landscape, reflected in their continued leadership the category. In 2018, GlaxoSmithKline maintained its leading position, followed by Colgate-Palmolive and Procter & Gamble.
Colgate-Palmolive’s second rank is due to its renowned brand Colgate, which actually led the category, when we look at the brands’ ranking. The brand is present across oral care with a wide range of products in toothpaste, dental floss, mouthwashes/dental rinses and toothbrushes, easily recognisable in all these categories thanks to its big red logo.
Oral care is showing some signs of maturity. One of these signs is a lack of innovation in most categories.
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This industry report originates from Passport, our Beauty and Personal Care market research database.