Oral Care in the United Kingdom

PRE-COVID-19 PERFORMANCE

Oral care increasingly polarised between natural products and those with medical functions

Following other beauty and personal care categories, the natural trend is beginning to take off in oral care, with retailers beginning to give more space to natural toothpaste brands such as Biomed and Ecodenta. However, consumers remain polarised in their toothpaste preferences between natural products and products with medical functions.

Power toothbrush technology continues to add value growth to the category

2019 saw for further development of high-tech toothbrushes, with the launch of Oral-B Genius X, which uses smart technology to improve brushing technique, and StylSmile, which incorporates blue light for a whitening effect. Technological terminology in these launches suggest efficacy for consumers and enables the premiumisation of electric toothbrushes, thereby supporting value growth.

Colgate-Palmolive’s investments in natural and sustainable solutions makes it a leader in this area

Sustainable oral care gained great interest in 2019, with this adding growth to manual toothbrushes due to the increased distribution of bamboo and biodegradable brushes, as well as the lack of options for sustainable power head replacements. Recent launches include an aluminium brush from kickstarter brand Tooth and Toothpaste Jellies from Lush with 100% recycled post-consumer packaging.

2020 AND BEYOND

COVID-19 impact

Sales of oral care are expected to increase by almost 2% in 2020 at constant 2019 prices, compared with the growth of just over 1% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within oral care

Teeth whitening products have seen increasing sales as many consumers are now taking the extra time to focus on aspects of their oral health that they may have previously been neglecting. Not only will consumers have more time to devote to their dental routines, but they may also look to bring into the home professional services normally obtained outside of the home.

Recovery and opportunities

COVID-19 will have a minor positive impact on 2020’s value sales of oral care at constant 2019 prices. However, sales will quickly return to normal levels, increasing in line, after 2020, with the figures forecast at constant 2019 prices for the remaining years in the 2019-2024 period during research conducted at the end of 2019 before the spread of COVID-19.

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