Oral care experienced only marginal decline in 2020 due to its essential nature in terms of personal hygiene, and therefore COVID-19 and subsequent restrictions had a marginal impact on core products such as toothpaste and toothbrushes. However, due to increasing price-sensitivity, consumers prioritised their expenditure, with price considered a major factor driving their purchasing decisions.
Toothpaste is the dominant value category within oral care due to its essential nature, although it experienced marginal declines in 2020 as some consumers were likely to have reduced the frequency of usage during the day whilst confined to their homes. Within toothpaste, the most popular varieties, apart from traditional/standard/basic, include total care/complete care while acid wear/enamel strengthening gained ground.
Oral care in Ukraine is dominated by multinationals including leaders Colgate-Palmolive (Colgate), Procter & Gamble (Blend-a-Med, Oral-B) and GlaxoSmithKline Healthcare (Sensodyne, Aquafresh). Multinationals have strong reputations with consumers, and excellent distribution coverage nationwide.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Ukraine 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 Ukraine, 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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