Oral Care in the Philippines

PROSPECTS

Consumers expand their oral care routines as disposable income rises

Dental floss and mouthwashes/dental rinses remained the best performing oral care categories in 2018. This can be largely attributed to rising disposable incomes, which have enabled consumers to add new products to their daily oral care routines.

When it comes to oral care consumers look for good value

Despite improvements in the economy many consumers in the Philippines remain focused on getting value for money. For example, within toothpaste there was strong growth in demand for products offering total care/complete care in 2018 while products targeting specific issues such as fresh breath and whitening saw limited movement.

Consumers go electric as interest piqued

Although a relative niche, power toothbrushes is set to see double-digit growth in current value terms over the forecast period. Battery and electric toothbrushes are promoted as being more effective at cleaning teeth but due to their high price in comparison to manual toothbrushes they have so far struggled to make significant inroads.

COMPETITIVE LANDSCAPE

Multinationals maintain their dominance

Multinational players continued to dominate oral care in 2018, led by Colgate-Palmolive, Unilever and Procter & Gamble. This can be attributed to the use of strong promotional activities, brand ambassadors and regular new product launches.

Natural products offer promise

Although growing from a low base, Himalaya Herbal Healthcare was one of the top performers in oral care in 2018 with its Himalaya Herbals brand of toothpaste. The brand is focused on offering products which use natural ingredients and which are free from ingredients such as fluoride and triclosan.

Oral care becoming increasingly fragmented as new players enter the category

Outside of the top three brands – Colgate, Braun Oral-B and Close-Up – the category is very fragmented, with the internet helping even more players to enter the market at the end of the review period. One example is the entry of Avon Cosmetics with the direct selling company launching its new Fresh Pro line of toothpaste in 2018.

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