Demand for oral care in Portugal is relatively inelastic as these items are perceived as essential in everyday hygiene routines. Therefore, oral care was not severely impacted by the pandemic in Portugal and only registered a negligible decline in 2020.
Toothpaste is considered part of essential oral hygiene routines and therefore already presents a very high level of penetration in Portugal. This is usually a routine purchase into which consumers do not put significant thought except if they have specific dental issues and look for specific ingredients or references recommended by their dentists.
Colgate retained its convincing leadership of oral care in 2021 in brand terms. Colgate benefits from its wide range of products and high share of retailers’ shelves combined with a strong red colour code which gives the brand particularly strong visibility.
Portugal is witnessing a rising trend of health and wellness awareness among local consumers. This trend was already emerging over the review period but the pandemic has accelerated it, including paying attention to oral hygiene.
Electric toothbrush units and replacement heads are predicted to record further growth to the detriment of battery toothbrushes, while demand for manual toothbrushes will remain stable over the forecast period. Electric alternatives are perceived as more convenient than battery versions as they do not need battery replacement.
As noted in many other beauty and personal care categories, eco-friendly claims have been gaining ground in oral care over the review period. This trend is expected to further intensify over the forecast period.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Portugal 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 Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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