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.
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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 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.
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.
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.
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.