Oral care is a market of two halves. On the one hand, you have fast-growing emerging markets driving global year-on-year percentage gains on the back of improved consumer education surrounding the importance of daily brushing.
And on the other, you have the more sluggish, saturated Western European and North American regions, where brands are boosting spend by adding a dash of glamour to the humble toothpaste.
“Within the global BPC [beauty and personal care] market, oral hygiene sales are in fourth place in dollar terms,” says Mintel’s Global BPC Analyst, Andrew McDougall. “The market is valued at US$33bn in 2017. The US is the top country for oral hygiene retail sales, with China a standout second. The rest of the pack, led by Germany, Japan and India, are more closely matched. Norway and Switzerland have the highest spend per capita, while Asian markets, especially Indonesia, Turkey and Vietnam, are poised to make the biggest gains over the next five years.”
Source: Euromonitor International
Fellow analyst outfit Euromonitor International likewise points to Asia as a major growth region for oral care. Market growth, which Euromonitor cites as 4.9% in 2016, is “very much driven by