In line with heightened hygiene awareness as a result of the pandemic, many local consumers continued to focus on essential oral care whilst remaining at home in an attempt to reduce the build-up of bacteria, in addition to ensuring adequate cleaning and at-home treatments as they were reluctant to visit healthcare professionals for regular check-ups. They therefore wanted to avoid the risk of tartar build-up and other dental issues which would make visiting dental clinics more expensive, as it is believed that close to 90% of the population in Taiwan has various degrees of periodontal damage, which can cause a range of different health issues beyond tooth decay.
Many Taiwanese consumers having been placing a greater focus on oral hygiene during the pandemic. While cleaning teeth is part of a basic oral care routine, traditionally, many consumers are less likely to include more rigorous cleaning such as regular flossing, as they perceive this to be awkward and can lead to bleeding gums if not implemented correctly.
With the improvement of the national standard of living and health awareness, demand for oral care has also improved in Taiwan, especially since the emergence of the pandemic. Therefore, as part of more stringent hygiene and oral care routines, local consumers are increasingly choosing power toothbrushes, in particular the electric format, to ensure superior cleaning results.
Toothpaste development is becoming increasingly sophisticated. In addition to meeting demand for whitening or fresh breath properties, toothpaste brands are also further segmenting by launching functional products to address sensitivity, antibacterial concerns, removal of tartar, anti-cavity, treatment of bleeding gums and other issues to provide a wider range of superior solutions for different oral care needs.
The concept of cleaning and disinfection has fully penetrated the oral care habits of the Taiwanese population, leading to predictions for further growth by mouthwashes/dental rinses over the forecast period. While the threat of the pandemic was waning in Taiwan towards the end of 2021, in line with the country’s rollout of its vaccination campaign, which is likely to lead to a gradual return to normality over the forecast period, lingering caution is likely to remain in terms of wanting to ensure all personal hygiene routines are retained to reduce risk of infection.
To maintain clean teeth and fresh breath, in addition to regular check-ups and procedures at dental clinics, many consumers find it useful to choose a well-known toothpaste brand as part of their oral care routines. As the threat of the pandemic eases, a relaxing of restrictions is likely to lead to reduced usage of face masks.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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