Oral care products are largely considered essential by consumers in Sweden. This perception has been reinforced by decades of health information disseminated through schools and free public dental care programmes.
Staple oral care categories like toothpaste and toothbrushes remained key points for renewal in 2021, while consumers became increasingly aware of and interested in premium and clinically proven products. Both toothpaste and toothbrushes were focal areas for innovation, sustainability and new product development.
While developments in most categories focused on the back end, rather than products as such, especially acquisitions and consolidations, supply chain optimisation, experimentation with new materials, and logistics, electric toothbrushes became an unexpected focal point for selective renewal. While Oral-B launched new brand extension products during 2021, The Humble Co AB entered the Swedish market with an April 2021 launch of new bamboo-based electric toothbrush replacement units.
In general, oral care is set to return to positive retail volume and value (constant 2021 prices) growth in the forecast period as consumers return to pre-pandemic lifestyles. An ongoing shift to power over manual toothbrushes and added-value items like tooth whiteners and dental floss is predicted to push value over volume growth.
As exemplified during 2021 by developments in electric toothbrushes, oral care products are expected to become much more exposed to prominent sustainability trends during the forecast period. The category is generally very dependent on plastics and non-renewable sources for inputs.
With mergers, acquisitions and market consolidation becoming an increasingly apparent trend during 2021, it is possible that the forecast period will see a significant shake-up of oral care. Consolidation may occur through the creation of more effective synergies among existing players, and the opening of space for niche players to capitalise on growing specialisation in the category.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Oral Care industry in Sweden 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 Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!