Oral Care in Switzerland

PROSPECTS

Growing concerns about oral care benefit sales

The high cost of dental work in Switzerland continued to lead consumers to make considerable efforts to maintain their dental health. This attitude positively impacted the performance of oral care in 2018.

Toothpaste leads oral care

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.

Oral care not immune from the organic trend

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

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads oral care due to strong consumer loyalty

Colgate-Palmolive led oral care in value terms in 2018. The company has established consumer loyalty for its products through its long-standing presence in the Swiss market and the regular launch of products with value-added benefits.

Gaba International remains second

Gaba International maintained its second position in oral care in value terms in 2018, with its share remaining stable from the previous year. The company has a wide product and brand portfolio in oral care, with its leading Elmex brand having a presence in dental floss, mouthwashes/dental rinses, toothbrushes and toothpaste.

Premiumisation expected over the forecast period

As oral care is considered a rather mature category in Switzerland, brand manufacturers are expected to deploy radical premiumisation strategies to add value. Over the forecast period, oral care is set to benefit from ongoing new product development and innovation in terms of ingredients and formats.

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