Oral Care in Uzbekistan

PROSPECTS

Rising knowledge of the importance of good oral hygiene set to support sales growth

Improving consumer awareness of the importance of brushing one’s teeth regularly is set to be the most important factor driving sales growth in oral care over the forecast period. The anticipated recovery of Uzbekistan’s economy and ongoing population growth are also set to contribute to the positive sales dynamics in oral care during the forecast period.

Dental floss, mouthwash/dental rinses and toothpaste set to lead growth

Over the forecast period, the best performance is set to be achieved by dental floss, mouthwashes/dental rinses and toothpaste. These three categories are considered to be among the most essential oral care items, along with manual toothbrushes and this is set to underpin their strong performances during the forecast period.

Mass brands to remain dominant despite rising interest in premium oral care brands

Premium brands face obstacles in their attempts to make their mark in the most popular oral care categories, including toothpaste and manual toothbrushes. This is because of the commodity status of these items, which encourages consumers to prioritise low prices over factors such as high quality and value-added features.

COMPETITIVE LANDSCAPE

Colgate-Palmolive maintains its strong leading position in the category

Colgate-Palmolive was able to maintain its position as the leading player in oral care in 2017. The main reason for the company’s strong position is the popularity of its flagship brand Colgate, which is one of the most advertised names in oral care.

Splat-Kosmetika OOO is the most dynamic player in 2017 after a strong entry in 2016

Russian player Splat-Kosmetika was the most dynamic oral care company in Uzbekistan in 2017 after it introduced its Splat brand into mouthwashes/dental rinses and toothpaste during 2016. In addition to its policy of ensuring economical positioning for all of its products, the company benefits from the wide variety of toothpastes it offers, as well as the increasing demand for mouthwashes/dental rinses throughout the country.

The most successful oral care players are those which advertise on Russian TV

It should be noted that the most common format for oral care advertising campaigns in Uzbekistan is Russian television. Many of the leading global oral brands as well as all of the major Russian brands are advertised on the Russian TV channels which are widely viewed in Uzbekistan.

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