Oral Care in the Philippines

PROSPECTS

Dental floss and mouthwashes/dental rinses the best performing categories thanks to increasing consumer sophistication

Dental floss and mouthwashes/dental rinses remained the best performing oral care categories in 2017. This can be largely attributed to rising disposable incomes, which have enabled consumers to add new products to their daily oral care routines.

Bigger pack sizes growing in popularity as consumers seek value for money

Bigger pack sizes are seen as offering better value for money than single and small purchases, while also ensuring that consumers use a particular product or brand for a longer period of time and thus get used to it, resulting in a repeat purchase. Mouthwashes/dental rinses in pack sizes of 500ml and more are now more common, while toothpastes in multipacks of two units in one box are also being offered by various brands, including Colgate, Close-Up and Hapee.

Professional care products being targeted at mid- and high-income consumers

While the rising disposable incomes of lower- and mid-income groups are leading to the use of new oral care products, higher-income groups are being targeted by professional care offerings. These are usually higher in price than regular products thanks to their promise of greater efficacy and particularly appeal to those looking to adopt a healthier lifestyle.

COMPETITIVE LANDSCAPE

Multinational players continue to lead the category

Multinational players continued to dominate oral care in 2017, led by Colgate-Palmolive, Unilever and Procter & Gamble. Their positions can be attributed to strong promotional activities, the use of brand ambassadors and regular new product launches.

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