Oral Care in South Africa

PROSPECTS

Introduction of new product lines drives growth

New and more creative oral care lines are set to improve growth levels within the category. Most local consumers are becoming increasingly aware of the importance of oral hygiene through different channels.

Natural positioning targets higher-income consumers

Some companies are incorporating natural extracts into their toothpaste and mouthwashes/dental rinses to address some of the growing oral hygiene concerns. For example, natural product lines which include charcoal, cocoa extracts and mouth salts are being introduced to address various dental-related issues such as teeth whitening and sensitivity.

Supporting oral hygiene by continuously providing education

Health studies in 2018 showed that 60% of children in South African primary schools suffered from tooth decay, with 80% of the tooth decay untreated. This has detrimental effects on children’s health and development.

COMPETITIVE LANDSCAPE

Colgate-Palmolive maintains lead

Despite new developments within oral care, Colgate-Palmolive managed to maintain its lead in 2018 as it offers products that are affordable to different income groups, especially lower-income groups which represent majority of the South African population.

Growing trends amongst higher-income consumers

There has been a growing trend to address some dental issues such as teeth whitening in South Africa. Despite the presence of tooth whiteners such as White Glo Tooth Enamel Whitening System and Plus + White 5 Minute Whitening System, some consumers may be driven to purchase teeth whitening kits sold through private channels, especially given the influence that celebrities on social media have on these developments.

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