In the Philippine market, oral care is a prominent staple category that is undergoing a gradual movement towards more sophisticated options, including a shift from manual and battery toothbrushes to electric toothbrushes as the price of the latter drops. Dental care has a strong health dimension, with a more direct correlation between health (healthy teeth and gums) and appearance than other areas of beauty and personal care.
Manual toothbrushes saw a slight fall in volume sales in 2021 as consumers shifted towards electronic toothbrushes. The category also saw sales undermined by the fact that a lot of manual toothbrushes are offered in bundled promotions with toothpastes so that, instead of buying a toothbrush separately, some consumers get free toothbrushes when purchasing toothpaste.
Oral care remained a highly consolidated category in 2021, with Colgate-Palmolive holding a clear lead and fellow multinationals, Unilever and Procter & Gamble, also each registering a double-digit value share. The strength of these players can be attributed to the use of strong promotional activities, brand ambassadors and regular new product launches.
The oral care category is expected to record stronger value growth (at constant 2021 prices) over the forecast period than seen over 2016-2021. This suggests there is room for greater segmentation in terms of whitening, fresh breath or sensitive toothpaste as consumers generally focus on maintaining more stringent oral care regimens due to the preventative health trend resulting from the COVID-19 crisis and the fact that regular mask wearing outside in public spaces has made Filipinos more aware of the need to maintain greater oral hygiene in an attempt to reduce the build-up of bacteria.
The forecast period is expected to see a continued shift from manual toothbrushes to electric alternatives, though the former is set to remain the dominant format by far in 2026. The demand for electric toothbrushes will be supported by more competitive pricing in the category and is expected to contribute to a decline in volume sales of battery toothbrushes.
Modern grocery retailers and health and beauty specialist retailers are likely to continue to dominate the distribution of oral care products in the Philippine market, with the former offering convenience in terms of basic items such as toothpaste, mouthwashes/dental rinses, and manual toothbrushes, while the latter can offer advice in terms of specific products. While e-commerce held a small value share in 2021, it continued to record impressive growth from its low base due in part to the offer of attractive price discounts on more expensive oral care items such as power toothbrushes.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Philippines 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.
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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.
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