Oral Hygiene - Europe - December 2011

European sales of oral care products have had mixed fortunes of late, with the recent economic recession making consumers increasingly price-conscious, and resulting in some lacklustre performances in the Big 5 European markets. However, growing demand for specialist and value-added products is supporting sales, as is improved consumer awareness of the importance of a daily dental health routine. Backed by its larger population size, Germany is clearly the most valuable market, with sales expected to reach €1.5 billion in 2011.

Some questions answered in this report include:

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  Economic recession and consumers’ increased price-consciousness results in some lacklustre performances in the Big 5.
  
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  Growing demand for specialist and value-added, high-performing products, with multiple benefits, is a positive market driver.
  
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  Breath-freshening, anti-bacterial and whitening have been the top NPD claims.
  
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  The range of oral care incorporating botanical and herbal components is expanding, reflecting the greater consumer appreciation of more natural, less artificial personal care products.
  
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  Toothpaste is one of the most essential and frequently used toiletries, which gives it near universal penetration.
  
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  While the majority of toothpaste users brush their teeth twice a day, heavy usage is geared towards women, over-44s, the bottom income group, non-workers and one-person households.