Oral care recorded positive current value and retail volume growth in 2021. The only product area to see a decline in retail value and volume sales was power toothbrushes.
In 2021, toothbrushes and toothpaste recorded steady current value and retail volume growth. This was largely due to the essential nature of such products since people seek to maintain basic oral hygiene at all times.
GlaxoSmithKline remained the leading player in oral care in 2021. The company’s strong performance was the result of constantly educating consumers about the importance of using specialised oral care products, especially the ones that GlaxoSmithKline has in its portfolio under brands such as Parodontax and Sensodyne.
Over the forecast period, the culture of oral care is anticipated to evolve further in Romania. Although access to the internet and other sources of information has grown significantly in recent years, helping to raise awareness about the importance of having an oral care routine, there are still many rural areas where this routine is being neglected.
Battery toothbrushes are expected to lose more shares in the coming years, as it is difficult to find replacement heads for them, and the cost of a replacement head is quite similar to the one of the units. This is quite an inconvenience for consumers, who across all parts of life, increasingly demand convenience and ease of use from the products they buy.
Hypermarkets are expected to continue to be the main distribution channel for oral care products over the forecast period. This is due to the wide assortment of products these outlets offer and the widening availability of specialised oral care products.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Romania 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 Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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