Oral care performed well in 2021, with most product areas continuing healthy growth. This was supported by the renewed emphasis on personal cleanliness and hygiene brought about by the COVID-19 pandemic, with many Thais regarding these products as an important aid in combatting the virus, with stories circulating that mouthwashes/dental rinses were able to kill germs in the mouth and thus reduce the chances of becoming infected.
Oral care is a highly competitive category with Colgate being the only brand to hold a double-digit value share in 2021. As such, players need to invest heavily in marketing and promotions to stay ahead of the competition.
People are becoming more familiar with the benefits of using electric toothbrushes, with the category seeing strong growth in 2021. These products are being promoted for their ability to provide a more thorough clean than the use of manual toothbrushes, which captured the attention of some consumers who have become more hygiene conscious due to COVID-19.
As being seen across beauty and personal care in Thailand, there is a growing trend towards products that make use of premium herbal ingredients with some consumers becoming concerned about the amount of chemicals they put into their bodies. As such, new brands are entering the market looking to tap into this demand.
Oral care remains a fairly fragmented category with new players constantly looking for opportunities in the market. As such, companies are expected to target more creative marketing campaigns and CSR programmes to generate WOW moments among their target audience as well as to pay back to society.
As is the case within skin care, the ageing population in Thailand represents an opportunity for new product development and innovation, with the creation of products addressing the specific needs of older consumers. Many brands have recognised this and have already launched products specifically designed for the needs of this population segment, including Oral B Gum and Enamel toothpaste and Oral B Ultra-Thin Pro Dense Sensitive Gum Care.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Oral Care industry in Thailand 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 Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!