Mouthwashes/dental rinses continued its ascent in 2021. There are three main reasons behind this.
Despite the pandemic-associated economic crisis, the toothpaste category has continued to experience premiumisation. This is due to three elements.
Manual toothbrushes continued to lose ground in 2021, for two main reasons. First, it is facing heavy competition from power toothbrushes.
Electric toothbrushes is expected to see increases in current value and volume terms in the forecast period, at the expense of manual toothbrushes. This is due to a plethora of factors, including: improved oral hygiene; dentist recommendation; the general perception that such products are more efficient; a regular flow of innovation; and an increased focus on physical appearance, facilitated by video calls during working from home initiatives.
Value and volume sales of toothpaste, tooth whiteners and mouthwashes/dental rinses are set to increase in the forecast period, as consumers consistently upgrade their oral hygiene routine and increase the frequency of product use and/or the amount used. This is due to a range of factors, including: the pandemic; the continued pressure from social media to look good (notably with the recent rise of TikTok and dangerous TikTok movements such as the viral teeth-whitening challenge); the continuous entry of new players; and the premiumisation of these categories.
E-commerce and discounters are set to drive distribution growth in the forecast period. Certainly, a progressive return to normal will mean a slowdown for e-commerce sales in the direct aftermath of the pandemic, that is 2022-2023; however, sales via this channel will still be much higher in actual terms than in 2019.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in United Kingdom 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 Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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