Executive Summary

Jun 2019
PROSPECTS
Oral care sales set to record positive growth over the forecast period

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.

Power toothbrushes expected to see the best performance

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.

Electric toothbrushes to gain even more traction as they become more affordable

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.

COMPETITIVE LANDSCAPE
Multinational GlaxoSmithKline leads the Portuguese oral care landscape

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, Procter & Gamble flourish with wide product ranges

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.

Private label loses ground within oral care

Oral care is showing some signs of maturity. One of these signs is a lack of innovation in most categories.

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Oral Care in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Oral Care in Portugal?
  • What are the major brands in Portugal?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Oral Care in Portugal - Category analysis

HEADLINES

PROSPECTS

Oral care sales set to record positive growth over the forecast period
Power toothbrushes expected to see the best performance
Electric toothbrushes to gain even more traction as they become more affordable

COMPETITIVE LANDSCAPE

Multinational GlaxoSmithKline leads the Portuguese oral care landscape
Colgate, Procter & Gamble flourish with wide product ranges
Private label loses ground within oral care

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 9 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 10 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 12 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Beauty and Personal Care in Portugal - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care sees positive growth overall
Beauty and personal care products see further polarisation
L’Oréal Portugal Unipessoal strengthens its leadership
Innovation responds to more sophisticated demand
Beauty and personal care is set to record positive growth over the forecast period

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources