Oral hygiene: Key market research findings
- Europe dominates the market geographically
- Primary segment accounts for a majority of the market’s revenue
- Key vendors – Procter and Gamble, Colgate-Palmolive, Johnson & Johnson, GlaxoSmithKline, and Unilever
Technavio’s market research analysts predict the global market for oral hygiene to grow at a CAGR of around 4% between 2016 and 2020. The growth of the market can be accredited to the growing demand for luxury or premium products. Consumers are willing to pay extra for the premium oral care products because they ensure quality, performance, and durability. The increase in awareness has also triggered a rise in demand for premium products among the male segment of consumers. During 2015, the global oral hygiene market was dominated by Europe with a market share of around 35%. The high penetration of oral care products is expected to contribute to the growth of the oral hygiene market in Europe during the forecast period.
The new market research report from Technavio presents a breakdown and analysis of the oral hygiene segments based on the product.
“The market is currently witnessing a rise in the demand for secondary oral care products. Mouthwash, mouth fresheners, dental floss, denture care, and tooth whiteners comprise the secondary oral care vertical. Rising household incomes, along with increased awareness through companies’ marketing and promotional campaigns, and also recommendations by dentists are expected to fuel the demand for these products in the coming years,” says Abhay Sinha, Lead Analyst, New Coverage, Technavio Research.
By 2020, the primary segment will continue its dominance over the global oral hygiene market by accounting for around 72% of the overall market revenue. The primary segment consists of products such as toothpaste, toothbrushes, and replacement heads. In 2015, the toothpaste segment dominated the primary oral hygiene market with a market share of almost 62% and was followed by the toothbrush and replacement head segment, which accounted for a market share of around 38%. The toothpaste segment dominates the global oral hygiene market that is growing moderately. Innovation in product efficacy, growing awareness of oral hygiene, public oral health campaign programs, and aggressive marketing by the vendors will contribute to the growth of this segment during the forecast period.
The key vendors in the market include Procter and Gamble, Colgate-Palmolive, Johnson & Johnson, GlaxoSmithKline, and Unilever. The global oral hygiene market is highly fragmented due to the presence of numerous small and large vendors. The vendors in this market compete on the basis of price, quality, innovation, service, reputation, distribution, and promotion to gain maximum market prominence during the forecast period. The increasing level of vendor competition in this market will compel vendors to reduce their product prices, which in turn will negatively affect their profit margins and growth prospects.
A more detailed analysis is available in the Technavio report, Global Oral Hygiene Market 2016-2020.
We can customize reports by other regions and specific segments upon request.
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