Oral Care in Serbia

PRE-COVID-19 PERFORMANCE

Whitening toothpastes gain popularity, charcoal-based products see adverse publicity

After traditional/standard/basic that led toothpaste by type, whitening was the second most popular type of toothpaste in Serbia in 2019. Additionally, the former lost share in 2019, while the latter gained share.

Consumers show increasing interest in electric toothbrushes as incomes rise

Power toothbrushes were becoming more and more popular among consumers in 2019 as the notion continued to spread that they are much more effective than the manual alternatives. The fact that power toothbrushes posted continued retail value growth in 2019 clearly demonstrates this.

Colgate-Palmolive most active in advertising and promotion, private label still to gain traction

Colgate-Palmolive was by far the most active player in terms of advertising within the Serbian oral care environment in 2019. The company utilised many different promotional channels, including the most effective and most expensive – TV advertising.

2020 AND BEYOND

COVID-19 impact

Sales of oral care are now expected to see negative growth of 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within oral care

While most oral care categories are set to maintain positive performances in 2020, growth rates will be significantly down on the previous year. While consumers will continue to buy such products due to their essential nature, they are trading down to cheaper mass brands or private label alternatives as a result of constrained spending power.

Recovery and opportunities

Oral care will see demand return to some degree, and there may be an opportunity for players as consumers seek to compete in an increasingly competitive job market. Similarly, as consumers venture out more, both to socialise and to work, demand for products such as mouthwashes and dental rinses will return.

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