The pandemic has made consumers hypervigilant about hygiene, and oral care brands continue to tap into this anxiety by highlighting in their messaging the antibacterial positioning of their products. There is scope for premiumisation through this positioning.
VIVA is first discounter the United Arab Emirates operating in Dubai, Sharjah and Ajman, offering a variety of products, ranging from fresh food to personal care items. The chain is known for selling goods anywhere between 30-45% cheaper than average supermarkets.
Unlike many beauty and personal care categories that experienced an average unit price increase, much of oral care in the United Arab Emirates saw downward price pressure, likely due to heavy promotions of products with a premium positioning. However, electric and battery toothbrushes witnessed marginal price increases aligned with the top line inflationary pressure.
Oral care has not yet capitalised on the potential of recyclable products in the United Arab Emirates. However, environmental awareness is continuing to gain in importance, with attention to packaging, ingredients and formulations.
As consumers become increasingly price sensitive and search for value for money, some are choosing generic, counterfeit electric toothbrush replacement heads due to their significantly lower price points, when compared to Oral-B and Philips Sonicare. This can hinder stronger demand for electric toothbrush replacement heads through legal channels.
While the dominant format of manual toothbrushes is expected to see further demand over the forecast period, an increasing number of consumers are attracted to power toothbrushes, especially as lower-priced mass battery toothbrushes gain further share of shelf space. Despite higher price points, power toothbrushes offers greater innovation potential that appeals to consumer interest in health and wellness, such as several cleaning modes and pressure sensors to ensure optimal hygiene.
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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.
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.
If you're in the Oral Care industry in United Arab Emirates, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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