Sales in the largest categories of toothpaste and toothbrushes were largely unaffected by the pandemic due to their essential status, which means they remained inelastic throughout the first half of 2020. However, there is clear evidence of negative growth due to macroeconomic factors such as population contraction.
Dental clinics have closed twice in the United Arab Emirates during the pandemic; during the first wave of COVID-19 in the spring of 2020, and then in the second wave in winter 2021. The closures of non-urgent elective dental services at dental clinics fuelled concerns amongst consumers of the importance of maintaining their own oral health, prompting more thorough oral hygiene routines.
Multinational players continue to dominate sales of oral care in the United Arab Emirates. This can be attributed to their constant focus on research and development and the fact that their respective brands are all well-established in the United Arab Emirates.
The pandemic has made consumers hypervigilant about hygiene, and oral care brands have tapped into this anxiety by highlighting in their messaging the antibacterial positioning of their products. For example, Listerine included marketing messages such as “kills 99.
Environmental awareness is continuing to gain in importance and beauty and personal care products that are, for example, positioned as vegan, cruelty-free, and with fluoride-free claims are growing in prominence, with attention to packaging, ingredients and formulas.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Oral Care
This report originates from Passport, our Oral Care research and analysis database.
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