Oral Care in Uzbekistan

PROSPECTS

Improvements in oral hygiene standards will continue to drive demand in oral care

The outlook for oral care in Uzbekistan over the forecast period is favourable, with robust growth in total volume and current value sales projected. The expansion of the category will be underpinned by economic development, which will not only boost spending power among consumers, but also make people more conscious of the importance of maintaining proper oral hygiene routines.

Toothpaste and mouthwashes/dental rinses set to show the fastest development

Toothpaste is expected to be the most dynamic performer in volume and current value growth terms over the forecast period, followed by mouthwashes/dental rinses. Together with manual toothbrushes, toothpaste is considered to be among the most essential oral care product types in Uzbekistan.

Strongest opportunities for premium brands lie in emerging categories

It is expected that mass brands will continue to dominate oral care over the forecast period. This is mainly because the two most popular product types, manual toothbrushes and toothpaste, are widely perceived as commodity items.

COMPETITIVE LANDSCAPE

Colgate-Palmolive strengthens its lead in 2018

Colgate-Palmolive maintained a commanding lead in oral care in value terms in 2018. The company’s leading position was due to the enduring popularity of its flagship brand Colgate, which is globally renowned for its quality and benefits from consistently strong advertising support.

GlaxoSmithKline and Dr Theiss Naturwaren post fastest value growth rates

GlaxoSmithKline Plc and Dr Theiss Naturwaren GmbH were the most dynamic players in oral care in terms of overall current value sales growth in 2018. The performances of both were lifted by promotional activities and improvements in the distribution of their respective brands.

Marketing activities remain focused on Russian TV stations and in-store promotions

As was the case with most beauty and personal care categories, Russian-language TV stations broadcast in Uzbekistan remained the most popular platforms for mass media advertising in oral care in 2018. Leading international brands and most major Russian brands are frequently advertised on such stations.

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