Oral care recorded marginal volume increase in 2021 following a steep decline in the previous year. Overall, volume sales remain significantly lower than in 2019.
As in other beauty and personal care categories, naturally sourced ingredients is a prevalent trend in oral care, for example, using the natural power of zinc mineral and foregoing the use of triclosan to fight plaque-causing bacteria. Zinc mineral acts as an efficient alternative to triclosan, the use of which has raised some concerns surrounding its impact on health and the environment.
In 2021, multinational players and brands continued to dominate sales of oral care in Turkey. Turkish consumers trust the quality of the well-known brands offered by GlaxoSmithKline, Colgate-Palmolive, Procter & Gamble and Unilever.
Over the forecast period, oral care is expected to post considerably higher volume growth than it did over the review period, with the fastest-growing and largest category (toothpaste) driving future sales. Rising consumer awareness about the importance of dental hygiene amongst a population that is increasingly concerned with health and wellbeing will be a key driver of growth.
Demand for organic products or those featuring naturally sourced ingredients is set to increase further over the forecast period. More products such as Splat Professional Biocalcium toothpaste and Herbal Complex Oral are therefore expected to be seen in oral care going forward.
In 2022 and beyond, sales via e-commerce are expected to continue to record significant growth in Turkey as consumers have become accustomed to purchasing oral care products online and they will continue to appreciate the prices it offers, especially in a time of economic uncertainty.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Turkey 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 Turkey, 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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