Oral Care in the Philippines

PRE-COVID-19 PERFORMANCE

Increasing interest in toothpaste that offers total care, adding value to the category, while niche of electric toothbrushes records impressive demand due to unit price decline

Toothpaste remained the dominant value category within oral care in the Philippines in 2019. Despite some maturity in terms of demand, toothpaste continued to experience increasing current value growth due to a rise in the average unit price.

Rising disposable incomes supports strong performances for smaller categories, as consumers increasingly focus on following strict oral care regimes

Dental floss and mouthwashes/dental rinses continued to record impressive volume and current value growth in 2019. This can be largely attributed to rising disposable incomes, which have enabled consumers to add new products to their daily oral care routines.

Multinationals continue to dominate oral care in 2019 but smaller brands gain further ground

Oral care continued to be led by multinationals Colgate-Palmolive, Unilever and Procter & Gamble. This can be attributed to the use of strong promotional activities, brand ambassadors and regular new product launches.

2020 AND BEYOND

COVID-19 impact

Value sales of oral care are now expected to grow by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within oral care

Despite the predicted marginal decline in demand for the mature toothpaste in 2020, many other oral care products are set to benefit from stockpiling and the home seclusion and preventative health trends in response to COVID-19.

Recovery and opportunities

Higher value growth is predicted for overall oral care (at constant 2019 prices) over the forecast period compared to the review period, with consumers increasingly investing in more advanced formulations which offer them specific higher value including antibacterial properties.

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