Sales of oral care recorded a marginal decline in 2020, compared to 1% value growth in 2019. Therefore, oral care sales were only slightly impacted by the outbreak of COVID-19, with unit price declines also impacting overall value growth.
Although electric toothbrushes, denture care and mouthwashes/dental rinses recorded value growth in 2020, many areas took a value decline, despite oral care being an essential item for many. Declines were seen from manual toothbrushes and toothpaste, with dental floss also seeing reduced growth compared to 2019.
Colgate-Palmolive led oral care in value terms with its Colgate brand in 2020, retaining its share despite the outbreak of COVID-19. At a global level, it also owns the Elmex and Meridol brands.
Following a decline in value sales in 2020, growth for oral care is set to recover in 2021, boosted by growing sales of toothpaste and toothbrushes. As consumers being to socialise once more, sales of mouth fresheners and tooth whiteners will also recover.
Following the outbreak of COVID-19 and the migration of consumers to e-commerce, the channel is set to continue expanding across the forecast period. Increasing presence and demand for electric toothbrushes in oral care, and their susceptibility to being sold online faster than the remaining subcategories, will boost sales across the online channel.
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.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Oral Care research and analysis database.
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