The oral care category witnessed a solid increase in current value sales in 2021 as Dutch consumers became more concerned about their health and wellbeing in general, expanding the repertoire of products used to manage oral health. Consumers took a more proactive approach to their oral health as they recognise that poor oral health can lead to other health issues as well.
Not all oral categories performed well in 2021, for example, manual toothbrushes recorded a solid decline in current value sales in 2021 for the second consecutive year. Manual toothbrushes are often purchased for travel so the COVID-19 travel restrictions had a negative impact on retail volume and current value sales.
For many years family-oriented toothpaste brands such as Prodent and Aquafresh have been losing value share to what is known in the industry as therapeutic toothpaste brands such as Parodontax and Sensodyne. In response to this trend, Prodent has tried to shift its image towards a more therapeutic positioning.
The Dutch consumers’ strong interest in oral hygiene will underpin moderate growth in value sales over the forecast period as they continue to invest in products that help improve their oral health. Value growth will be driven by a trading up to premium products and strong increases in average unit prices, particularly in electric toothbrushes.
Major players Procter & Gamble Nederland NV and GlaxoSmithKline BV are both well positioned to hold the lead in oral care. Procter & Gamble has a strong lead in electric toothbrushes and given the current success of and investment in the new Braun IO range it is unlikely other brands will be able to challenge its position.
Over the forecast period it is likely that oral care retail distribution will see a further shift towards e-commerce. During the pandemic bricks and mortar retailers such as drugstores/parapharmacies and variety stores lost distribution share to e-commerce as consumers visiting stores.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Netherlands 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 Netherlands, 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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