Oral Care

The oral care category continued to see positive growth in Slovenia in 2023, with consumers switching to cheaper products. Private label gained significant ground in oral care during 2023 as the rising cost of living in Slovenia forced many consumers…

Though there was double-digit growth in current value sales in oral care in North Macedonia in 2023, both constant value and volume sales fell. Continuing high inflation, as well as a declining population, dampened value sales. As such, with…

In 2023, oral care in Serbia continued to experience consistent volume growth, building upon the momentum seen in previous years. While the volume sales growth mirrored that of the previous year, the notable increase in value sales was primarily…

In 2023, oral care in Lithuania recorded double-digit retail value growth, driven by rising price points. Due to ongoing inflation, manufacturers and distributors extended price growth through 2022-2023. As such, retail volume care struggled in…

Oral care has become an important part of daily personal care routines in Latvia over the review period. Growing dentist bills and the fashionable trend for healthy teeth and fresh breath has driven sales of oral care products in 2023. Oral…

Oral care in Georgia registered moderate value and volume growth in 2023, with the essentialness of oral care supporting volume sales. Toothpaste continued to account for most value sales and also was the best performing product. Within oral care,…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

During recent years, people have typically been taking more care of their dental health, which has been having a positive impact on sales of oral care as well as the development of the category. Toothpaste and manual toothbrushes generate the bulk of…

During 2023, major players in oral care such as Colgate-Palmolive and Procter & Gamble undertook various initiatives designed to spread awareness about the importance of maintaining optimum oral hygiene. These campaigns targeted both children and…

As an essential, everyday product consumer demand has remained relatively stable for oral care products in Bosnia and Herzegovina. In retail volume terms, more robust categories stagnated or declined moderately while niche oral care categories…

Oral care saw current value growth in the Czech Republic in 2023. Toothpaste was amongst the few personal care categories that did not see a strong shift towards the cheaper alternatives provided by private labels at the end of the review period. The…

Tooth whiteners outpaced growth in Slovakia’s oral care category, in both retail volume and current value terms. Despite the rising prices seen in 2023, consumers did not lose interest in home whitening kits and whitening strips. The reason behind…

Oral care in Hungary is witnessing a surge in demand for therapeutic toothpaste, particularly in the realm of implant-friendly, gum-protecting and sensitivity-relieving variants. This increase in demand can be attributed to the ageing population and…

Due to the influence of social media, the popularity of teeth whitening at home is gathering pace in Bulgaria and this is contributing to the positive development of oral care in Bulgaria. The desire for a youthful, confident smile fuelled the demand…

Power toothbrushes saw major change towards the end of the review period as demand shifted away from battery toothbrushes and towards electric toothbrushes. This trend is being driven by driven by increased levels of price promotions as well as…

Whitening remains the most popular positioning in toothpaste benefiting from consumer desire to have a beautiful smile and white teeth. Among them, pastes with activated carbon, characterised by strong whitening and antibacterial properties, have…

In the Voice of the Industry series, Euromonitor connects with industry professionals to explore trends and innovations. This report focuses on the beauty and personal care industry, drawing on a survey of 800 professionals working in beauty and…