Oral care performed better in 2020 than in 2019. It registered current value growth, but volume decline.
Colgate-Palmolive continued to lead oral care value sales due to the widespread popularity of its Colgate brand and the availability of its products in almost all stores in Uruguay. The company offers a wide portfolio of products, ranging from cheaper alternatives to more sophisticated and expensive oral care options.
The majority of Uruguayan consumers consider oral care products to be essential. Nevertheless, the product area continues to see little product innovation.
Consumers will remain keen to reduce spending wherever possible and will seek to maintain basic but effective oral care regimes by focusing on essential products, making replacement purchases only and also extending the time between these replacement purchases where possible. Discounting is likely to be essential in driving sales growth in the forecast period.
Over the review period, consumer awareness of oral health increased in Uruguay. The government, together with big companies, has conducted programmes to increase consciousness of the importance of oral health in schools by teaching children the importance of cleaning their teeth and gums.
Toothpaste has experienced increasing investment in innovation in an attempt to introduce value-added products to drive up sales, mainly using health claims for such products. Players are striving to launch more natural and less artificial products, therefore moving in the same direction as other beauty and personal care categories.
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This report originates from Passport, our Oral Care research and analysis database.
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