Oral Care in Switzerland

PROSPECTS

Positive growth expected

Although oral care is mature in Switzerland, it nevertheless focuses on innovation and premiumisation, which continues to support value growth and the category is expected to remain dynamic as a result of the ongoing trend towards premiumisation as consumers upgrade their oral care products. Mouthwashes/dental rinses, electric toothbrush units and mouth fresheners are expected to support growth.

Multifunctional products sustain growth

Oral care is mature in Switzerland and as a result growth in 2017 was not the result of increased penetration but rather came through consumers looking for innovations and trading up to better, premium priced products. In addition, with professional dental care extremely expensive in Switzerland, consumers are keen to improve their dental regimes to limit any potential dental problems.

Value perception and innovation drive growth

Mouthwashes/dental rinses will likely remain the best performer over the forecast period. Given the high cost of dental care, these products will be regarded as an additional prevention measure at considerably less cost than a visit to a dentist.

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads

Colgate-Palmolive led oral care in 2017 due to its global presence, brand loyalty and its close working relationship with the dental care profession. Its lead will likely continue to be underpinned by its success with the Colgate brand, which is used primarily for toothpaste.

New launches maintain momentum

In 2017, Johnson and Johnson launched Listerine Advanced White in Switzerland, a multi-action mouthwash which uses non-abrasive technology to whiten teeth in two weeks. On the brand website, the manufacturer seeks to educate consumers about the importance of a daily oral care routine.

Private label and organic important themes in oral care

Despite the competition from more innovative branded manufacturers, private label grew in 2017. The competitive prices offered by private label increased its appeal during the review period as consumers looked to make savings on their bills without compromising on quality.

Files are delivered directly into your account within a few minutes of purchase.