Oral Care in Serbia

PROSPECTS

Power toothbrushes grows strongly

Both battery toothbrushes and electric toothbrushes recorded a double-digit current value growth rate in 2017, and overall power toothbrushes was the fastest-growing category of oral care in the country. This was the case because many more consumers decided it is more convenient and even more efficient to use power toothbrushes instead of manual ones.

Whitening toothpaste becomes more popular

Although traditional/standard/basic toothpaste is the leading format, in 2017 whitening toothpaste gained a lot of value share and strengthened its already strong position. Having white teeth is becoming more and more popular among Serbians of all ages and this is reflected in the growing share of whitening toothpaste.

Manufacturers of manual toothbrushes use innovations to keep the category growing

With strong competition from power toothbrushes, producers of manual toothbrushes are forced to use frequent innovations to prevent manual toothbrushes sales from declining. One such innovation has come from category leader Colgate-Palmolive – Colgate toothbrush with added charcoal, which is supposed to, according to the producer, help keep harmful bacteria away.

COMPETITIVE LANDSCAPE

Private label remains negligible in 2017

Even though there are several private label lines available in Serbian oral care, none of them managed to achieve a significant value share in 2017. Consumers remained loyal to their favourite brands and the main reason can be found in their fear that private label lines will be of a poor quality.

The category becomes more concentrated

The combined value share of the top five manufacturers in Serbian oral care was on a very high level in 2017, and it even increased compared with 2016 and even more so compared with 2012. This means that the category is getting more concentrated and the main reasons for such a development are strong brand loyalty and the relatively limited offering in oral care.

Most producers increase their value sales in 2017, while Oriflame Kozmetika doo declines sharply

During 2017 all manufacturers present in Serbian oral care except Oriflame saw their value sales increase. Oriflame experienced a significant decline in value sales owing to changes in its strategy and its shift towards premium products.

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