Oral care recorded a positive performance over the course of 2020 as value and volume growth rates accelerated over the course of the year. Indeed, the COVID-19 pandemic had little negative impact on category sales during the year, while mouthwashes/dental rinses registered a significant uptick in demand as consumers turned to these products as a way of refreshing their mouths after hours of wearing hygienic face masks.
2020 saw Philips retain its position as the leading player in electric toothbrushes, although the company continues to face increasingly robust challenges from major rivals Procter & Gamble and Panasonic. Combined, these three companies account for more than 90% of value sales in electric toothbrushes.
Demand for oral care products with tooth whitening properties continues to build. When it comes to tooth whitening products, the attention of consumers is slowly shifting away from whitening toothpaste and towards teeth whitening strips, while many consumers are even focusing on professional tooth whitening services to achieve a pearly white smile.
The forecast period is expected to see a deepening of the trend away from manual toothbrushes and towards power toothbrushes, with electric toothbrushes set to be the big winner. However, it should be noted that battery toothbrushes is also set to record stronger growth than manual toothbrushes.
Recent years have seen denture care register very robust sales growth in Taiwan and the main reason for this strong performance is the ageing of Taiwan’s population. Within the global context, Taiwan has come to be regarded as one of the countries facing major changes in its society due to the ageing of its population, with more than 14% of the total population already over 65 years old.
One of the major issues facing the leading players in oral care during the forecast period is the high level of maturity evident in the category. Nevertheless, positive sales growth is expected to be seen due to the increasing attention that consumers are paying to products that cater to the needs of those with sensitive tooth and gum health issues.
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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.
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 Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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