Following decreases in 2020 due to the Coronavirus (COVID-19) crisis, oral care returned to healthy retail volume and current value growth in 2021, as the threat of the pandemic and related restrictions eased. The category exceeded 2019 retail volume and current value sales levels by the end of 2021.
Oral care performed much better in 2021 than in 2020, not least categories that contain more expensive, perceived non-essential products, such as tooth whiteners and dental floss. Many consumers decided to cut back on expenditure for these products during the pandemic, as home-centred lifestyles reduced the desire or need to use such products as frequently.
The most important trend to note within toothpaste is the declining retail value share of traditional/standard/basic types and growing popularity of more specifically targeted and added-value toothpastes. In this vein, the popularity of toothpastes that are positioned as offering whitening properties grew in 2021, alongside other types like total care/complete care, and gum health.
Oral care is projected to see slower retail volume and value (constant 2021 prices) growth in 2022, compared to 2021, which benefited from a rebound from the 2020 COVID-19-induced decline. However, overall, moderate, but steady growth rates are anticipated through the forecast period as awareness of the importance of oral care is high.
The distribution of oral care products is expected to move in the same direction as overall retailing trends in the country over the forecast period. In particular, the ongoing modernisation of retailing is set to exert ever-stronger pressure on traditional grocery retailers, as modern grocery retailers, drugstores/parapharmacies and e-commerce continue to grow their presence and importance in the landscape.
Few new launches were observed in oral care in 2020 and 2021, largely due to the economic and social effects of the public health crisis. This situation is expected to change as economic conditions improve over the forecast period.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Serbia 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 Serbia, 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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