Oral Care in Germany Market Report 2022
[{"name":"Oral Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/toiletries\/oral-care"}]
Most Germans consider oral care to be an essential category, and market growth is being driven by price increases, premiumisation and ongoing product innovation. Susanne Krenz, Research Analyst -…

Oral Care in Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Germany Oral Care Market Report 2022 identifies consumers’ attitudes towards use and purchase of oral care products, interest in eco-friendly oral care, and purchase drivers for smart oral care. This report covers the oral care market size, market forecast, market segmentation and industry trends for the oral care market in Germany.

Current Market Landscape

Many German consumers feel that oral care is an essential category within BPC, and taking care of their teeth is crucial for mental health, thus remaining diligent about taking care of their teeth. Most Germans also agree that brushing their teeth helps them feel fresh and focused. Neither the pandemic nor the Ukraine conflict are changing this attitude.

Despite a decrease in financial confidence, the market continues to prosper, although a certain amount of trading down can be observed as consumers are feeling the pinch. Value sales will also benefit from premiumisation and the effects of inflation-related price increases.

Oral Care in Germany Market Share and Key Industry Trends

As oral care is considered an essential BPC category by the majority of Germans, as has already been stated, the market will continue to grow. Oral care will profit from ongoing innovation as the market is continuing to shed its image as a staid, boring category thanks to innovative NPD. Some down-trading is to be expected, however, as consumers with restricted incomes switch to cheaper products. But, a surge of innovation, especially in water-free/plastic-free formats, combined with the premiumisation trend driven by smart toothbrushes, will keep consumers engaged and the market in Germany on the up.

  • 78% believe that it is important to brush your teeth at least twice a day.
  • 77% of Germans say that not looking after your teeth can negatively impact overall health.
  • 83% feel that it is important to have regular dental check-ups.
  • 88% of Germans agree that brushing their teeth helps them to feel fresh and focused.

Future Trends in the German Oral Care Market

There are plenty of NPD opportunities in cross-category innovations such as VMS-enhanced products or microbiome-boosting tongue care. Oral care formulated with immune system-enhancing or mood-improving botanicals to help stressed out consumers is another interesting angle. Brands could also consider positioning oral care as a wellness opportunity.

To summarise our oral care market research in Germany, with the pandemic well under control/endemic, the Ukraine conflict resolved and the effects of the 2022/23 inflation on the German economy offset by a lasting return to economic growth, the oral care market growth in Germany will continue to expand.

Read on to discover more details or take a look at all of our German Beauty and Personal Care Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation and the Ukraine conflict on the oral care market.
  • Oral care habits and attitudes of German consumers.
  • Usage and purchase of oral care products in Germany.
  • The influence of the sustainability mega trend on the category.
  • Opportunities for innovation by focusing on cross-category NPD.

Covered in this Report

Products: toothbrushes (manual, electric, travel), battery-powered (non-rechargeable), tongue scrapers, toothpaste (pastes, gels, powder), mouthwash, dental accessories, whitening products, breath fresheners, dental floss, disclosing tablets.

Brands: Dental Delight, Dr. Kashny, Dr. Pauhls, Vetes, Inno-Age, Crest, Gaba (Elmex), Colgate (Infinity), and more.

Expert Analysis from a Specialist in the Field

This report, written by Susanne Krenz, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends in the oral care market in Germany and add expert context to the numbers.

Most Germans consider oral care to be an essential category, and market growth is being driven by price increases, premiumisation and ongoing product innovation.
Susanne Krenz
Susanne Krenz
Beauty & Personal Care Research Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: manufacturers' shares of retail value sales of oral care, 2021

    • Graph 2: key economic data, in real terms, 2019-23
    • Graph 3: household and lifestyle issues faced in the last two months, 2022

    • Use and purchase of oral care products
    • Graph 4: type of toothbrush used in the last three months, 2020 and 2022
    • Graph 5: use of oral care products in the last three months, 2020 and 2022
    • Graph 6: use of select dental products by financial situation, 2022
    • Graph 7: how oral care is typically bought, 2022
    • Graph 8: where oral care is typically bought in-store or online, 2022
    • Interest in eco-friendly oral care product innovation
    • Graph 9: interest in oral care product innovation, 2022
    • Purchase drivers for smart electric toothbrushes
    • Graph 10: purchase drivers for smart electric toothbrushes, 2022
    • Dentist visits and behaviours
    • Graph 11: last visit to the dentist, 2022
    • Graph 12: post-dentist visit behaviours, 2022
    • Attitudes towards oral care
    • Graph 13: attitudes towards oral care, 2022
    • Graph 14: agreement with select attitudes towards oral care, by financial situation, 2022

    • Graph 15: top five companies for oral hygiene launches, 2017-22
    • Graph 16: share of oral hygiene launches with new packaging, 2017-22
    • Graph 17: oral hygiene launches with select environmental claims, 2017 and 2021
    • Graph 18: oral hygiene launches with select 'value-added' claims, 2017 and 2021
    • Advertising and marketing activity

    • Retail market share of oral care, by value, 2019-21

    • Retail value sales of oral care, 2017-27
    • Market segmentation

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch