Oral care recorded stable growth in 2020 due to the category providing essential, staple products and thanks to hygiene trends in the year of COVID-19. An ageing Slovenian population also fuelled growth of denture care in 2020.
Like the majority of Europe, Slovenia has a sizeable ageing population as health standards have increased and people are living longer than ever. This serves as an opportunity for oral care products because paradontosis, a progressive gingival and periodontal tissue inflammation disease around the teeth which can cause bleeding of the gums, is particularly common amongst elderly consumers.
GlaxoSmithKline doo continued to lead oral care by a significant margin in 2020 thanks to its top Aquafresh brand, along with Sensodyne and, to a smaller degree, Corega Tabs and Dr Best. The player has a strong portfolio of well-known and globally respected oral care products, catering for different oral care needs, thus enabling it to maintain its leading position.
Oral care is expected to record further growth over the forecast period, outperforming that of the review period. Intensifying growth is projected as oral hygiene is increasingly important amongst the population.
Consumers demanding ‘natural’ ingredients are expected to be the weakest due to scepticism towards the efficacy of categories such as toothpaste and mouth wash. A strong advertising campaign that clearly communicates the strength of the product (with the product actually working) will be necessary to turn popular opinion towards this trend seen in almost all other beauty and personal care categories in Slovenia.
Slovenians will increasingly prefer convenient products in the forecast period such as electric toothbrushes, especially with rises in disposable income. Phillips (Flegis doo) and Oral-B (Orbico doo) dominate this category with frequent product launches and large advertising budgets, leaving little room for small players to command market share.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Slovenia 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 Slovenia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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