Pre-pandemic, consumers would not usually purchase oral care products through e-commerce websites and apps, due to the high delivery costs for purchasing such products, which are usually low-cost items. However, e-commerce is now becoming an important distribution channel for oral care products, and the channel is expected to continue expanding across the forecast period.
Consumers in Singapore are affluent and have high disposable incomes. These consumers are also willing to try new products and technologies, and thus a shift from manual to power toothbrushes has been seen in the past few years.
The outbreak of COVID-19 led to spike in volume sales of oral care products, as consumers placed more focus on their oral hygiene and preventative health. Various claims in the media led consumers to believe that mouthwashes/dental rinses could help prevent the contraction and spread of the virus, thus sales of these products benefited in 2020, but continued to benefit in 2021, as more and more consumers purchased and used mouthwashes.
Technology is driving the growth of electric toothbrushes, with global and local brands innovating within this category. Singapore is an affluent country, and consumers are shifting from manual to electric toothbrushes, even though the latter are much more expensive.
A shift in consumer preference towards products that are organic and natural has been occurring over the last few years across all beauty and personal care categories. This segment is still underdeveloped within oral care, however, and there are massive opportunities for brands to take advantage of this trend in the coming years.
The oral care category is expected to continue showing growth over the forecast period, as more focus is being placed on personal hygiene and preventative health. The National Dental Centre Singapore (NDCS) has been emphasising the importance of oral health and has launched programmes to help senior citizens with oral frailty, an issue which many older Singaporeans face.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Singapore 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 Singapore, 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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