Oral hygiene remained an important theme for Swiss consumers in 2021 following the emergence of the pandemic, especially when dental care surgeries were closed during the lockdown, resulting in positive sales growth. Leading factors supporting demand for a range of oral care products, including basic toothpaste and toothbrushes through to dental floss and mouthwashes/dental rinses, were due to ongoing high costs associated with visiting dental professionals, which encouraged local Swiss consumers to maintain good oral care routines.
While the more affordable manual toothbrushes is the mainstay of retail volume sales within toothbrushes in Switzerland, the more expensive format of electric toothbrushes was the strongest performer, further penetrating oral care in 2021. Local consumers are adopting increasingly sophisticated oral care routines, while more affordable brands are expanding their accessibility and consumer reach.
Swiss consumers are increasingly showing an interest in oral care with a natural positioning and free-from claims as they wish to exclude potentially harmful ingredients, such as fluorine. Retailers such as Coop and Migros are addressing this demand, with the former extending its Naturaline Natural Cosmetics oral care range with four vegan toothpastes made from organically-grown ingredients, without synthetic colourants or flavourings.
Over the forecast period, oral care is expected to continue to experience solid demand in Switzerland over the forecast period, supported by the stability of essential oral hygiene products such as toothpaste, and the addition to more sophisticated products to their routines such as electric toothbrushes and mouthwashes/dental rinses. Increasing numbers of Swiss consumers will likely continue to upgrade to electric toothbrushes and have a greater willingness to invest in their daily oral care routines.
The competitive landscape of oral care is likely to remain fairly consolidated and dominated by four major players, including retailer Migros. Leading player Colgate-Palmolive is expected to continue to gain share over the forecast period due to the strength of its toothpaste brand Colgate, as toothpaste is the most important contributor to sales in the category.
New product developments are expected in the form of smart connected electric toothbrushes, including innovative and extended functionalities, better monitoring and tracking options as well as AI powered devices. Sustainability will also be another area of innovation, as increasingly evident in manual toothbrushes with the introduction of bamboo as an alternative material to plastic.
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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.
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 Switzerland, 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.
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