Many Portuguese consumers have been paying more attention to their oral care routines and as a result they are becoming more sophisticated. Therefore, categories with low penetration levels, such as dental floss and mouthwashes/dental rinses are expected to see sustainable growth over the forecast period, potentially accelerating in the long term.
Electric toothbrushes will likely remain a key growth driver within oral care over the forecast period, especially in value terms. Despite recent progression, the category is still quite small with a low penetration level in Portuguese households.
In the short term, oral care is likely continue being influenced by the prevailing economic uncertainty and high rates of inflation and their impact on the cost of living. In 2023, many consumers will likely continue to opt for cheaper oral care products, especially when buying more basic products such as manual toothbrushes or toothpaste.
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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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