Oral Care in the United Arab Emirates

PROSPECTS

Consumers maintain their purchasing habits regarding oral health

Awareness of the importance of brushing your teeth is well ingrained among those living in the United Arab Emirates, resulting in strong sales of mouthwashes and dental floss. Whilst brushing your teeth twice a day is an already established routine amongst most consumers, the awareness of further routines, such as flossing and using mouthwash on a regular basis, continues to rise.

Further scope for product innovation within oral care

International brands brought the next level of oral care products into the United Arab Emirates from their global portfolios towards the end of the review period. These included toothpastes such as Sensodyne’s Advanced Repair & Protect with Novamin, which has “a unique and clinically proven concentrated calcium formula that helps repair vulnerable areas with natural building blocks”, and also Unilever Gulf’s Zendium, which contains proteins and enzymes that empower the mouth’s natural defences to give it 60% extra power to fight cavities, sensitivity and gum problems.

A wider variety of products becomes available

In 2017, there was an increased variety of manual toothbrushes available, especially from competitively priced private label lines such as that from Boots and other pharmacies. During the forecast period, innovative products will continue to become available as economic recovery takes place.

COMPETITIVE LANDSCAPE

Colgate-Palmolive (Gulf States) and Procter & Gamble Gulf lead within oral care

GlaxoSmithKline ranks third

Multinational companies dominate oral care

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