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THE MARKET
- Snapshot – market size and forecast for oral care
- Fragile consumer confidence and rising costs shape Germany’s economic landscape
- Graph 1: consumer price index for oral care products, 2024-25
- Both health and beauty drive oral care growth
- Graph 2: BPC products used in the last 12 months, 2025
- Premium oral care to grow despite price sensitivity
- Graph 3: Mintel claims landscape for oral care, 2026
- Steady growth ahead for German oral care market
- Graph 4: market value forecast for oral care, 2019-30
- Germany’s mature oral care market shows resilience
- Germany: market segmentation of the oral hygiene market in € m, 2022-25
- Oral care market shares remain largely stable in 2025
- Graph 5: market share of oral hygiene, 2025
- Graph 6: market share changes of oral hygiene, 2024-25
- Strategies of German key players
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THE CONSUMER
- Health perceptions and interest in innovation
- The evolution of toothpaste: from hygiene to holistic wellness
- Graph 7: interest in toothpaste with health benefits other than oral health, by generation, 2025
- High interest in active ingredients
- Purchase, usage and discovery
- Germans are good at brushing but inconsistent at complete oral care
- Traditional products dominate usage, but innovation resonates with young consumers
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APPENDIX
- Report scope
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Market size and forecast of oral care
- Market forecast and prediction intervals
- Market share of oral hygiene, 2022-25
- The consumer
- Consumer research questions
- Consumer research methodology
- Repertoire analysis methodology
- German generation groups
- Other data source methodologies (delete blocks as appropriate)
- Advision advertising spend data
- Mintel Spark
- Abbreviations
- Abbreviations [and terms]
- A note on language – Germany
This Market Dynamics report features market data taken from Mintel’s Germany Oral Care Market Report 2026. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the German oral care market. The full report is available to purchase here.
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