Oral Care in Switzerland

PRE-COVID-19 PERFORMANCE

Mouthwashes/dental rinses most dynamic, battery toothbrushes continues declining

Toothpaste maintained a high level of penetration in Switzerland during the review period. In order to increase value sales, manufacturers have created more premium products that are positioned to provide extra benefits and care.

Natural products finding their way into oral care

Many consumers are attempting to maintain beauty care routines that avoid chemicals or potentially harmful ingredients. Natural products have therefore continued to see rising demand, especially in toothpaste.

Colgate-Palmolive leads oral care due to strong consumer loyalty

Colgate-Palmolive led oral care in value terms with its Colgate brand in 2019. At a global level, it also owns the Elmex and Meridol brands.

2020 AND BEYOND

COVID-19 impact

Sales of oral care are expected to grow at just under 1% in 2020 at constant 2019 prices, which is in line with the rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19. Oral care sales will therefore not will be unduly affected by the COVID-19 outbreak during 2020, with sales growth at constant 2019 prices almost exactly in line with the pre-COVID-19 forecast.

Affected products within oral care

Most products in oral care will see a slight improvement on their year-earlier performance in 2020 at constant 2019 prices, including toothbrushes and toothpaste, while mouthwashes/dental rinses will continue to be the most dynamic category.

Recovery and opportunities

Overall, oral care is expected to record modest year-on-year value growth at constant 2019 prices throughout the forecast period. There will be a very small spike in the growth rate in 2020, but nothing spectacular, with the forecast period annual growth rates roughly in line with those forecast during research conducted at the end of 2019, before the spread of COVID-19.

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