Oral Care in Western Europe

Strategy Briefing

About This Report

Aug 2018

Oral care in Western Europe stagnated over 2012-2017 mainly due to maturity. Germany, the UK, Italy and France remain the biggest markets. Consumers are spending more time on their daily oral care routines and this will maintain dynamism in the forecast period as having a beautiful smile with healthy teeth is seen as a factor for success. Moreover, the growth of oral care is driven by technology and innovation. Key players Colgate-Palmolive, Procter & Gamble and GlaxoSmithKline continue to lead.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Oral Care in Western Europe

Oral care growth is stagnating in Western Europe

Oral care in Western Europe stagnated over the 2012-2017 period, which was mainly due to its maturity. Germany, the UK, Italy and France are the biggest markets within oral care.

Toothpaste remains the strongest category across the region

Toothpaste dominates oral care. Many consumers are attempting to maintain beauty care routines which avoid chemicals or potentially harmful ingredients. Therefore, natural products, especially in toothpaste, as well as free from alternatives, have continued to see a rise in demand.

Increasing oral care routines have a positive impact on value growth

Extended oral care routines and the ambition for white teeth are set to remain dynamic in the forecast period. Consumers are more willing to buy toothpaste and products with specific targeted effects for their teeth.

Low level of channel diversity

Oral care products in most Western European markets are still most commonly purchased via supermarkets, or drugstores and pharmacies. Pharmacies maintain an image of product safety and efficacy. Internet retailing is a key entry channel for niche players.

Colgate-Palmolive, Procter & Gamble and GlaxoSmithKline remain the regional leading players

Top companies Colgate-Palmolive, Procter & Gamble and GlaxoSmithKline continue to lead oral care in Western Europe. They benefit from their large product portfolios and new product launches, such as smart electric toothbrushes. 

Introduction

Scope
Key findings

Regional Overview

Oral care growth stagnates in Western Europe
Predicted steady growth following a slowdown in 2017
Toothpaste remains the strongest category across the region
Diverse category performance in smaller markets
Consumers’ desire for healthy teeth is a growth driver
Strong growth concentration in Germany, the UK and France
Increasing oral care routines have a positive impact on value growth
Low level of channel diversity
Supermarkets, drugstores and pharmacies are key channels

Leading Companies and Brands

Relatively consistent performance by companies
Top three players remain regional leaders
The top four companies are well positioned in the biggest markets
Consumers are looking for health-aligned oral care

Forecast Projections

The UK as the second biggest market will gain the most value
Technology and innovation as growth drivers
Population and habit persistence are key drivers for oral care growth
Expanding the children’s oral care offer to drive growth

Country Snapshots

UK: market context
UK: competitive and retail landscape
Germany: market context
Germany: competitive and retail landscape
France: market context
France: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Austria: market context
Austria: competitive and retail landscape
Belgium: market context
Belgium: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
Finland: market context
Finland: competitive and retail landscape
Greece: market context
Greece: competitive and retail landscape
Ireland: market context
Ireland: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Switzerland: market context
Switzerland: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models