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EXECUTIVE SUMMARY
- The five year outlook for oral care
- Market context
- Germany’s oral health goals
- Oral care product usage is near universal
- Graph 1: repertoire of number of oral care products used in the last three months, by gender, 2024
- 16-34s show a marked interest in greener toothpaste alternatives
- Sustainability gains importance in oral care
- Mintel predicts
- Market size and forecast
- The oral care market shows slow but steady value growth
- The oral care market is set to grow up to 2029
- Opportunities
- Bring more enjoyment to children’s oral care
- Infuse oral care products with herbal extras
- Support the oral microbiome
- Enable tech-focused oral health solutions
- The competitive landscape
- Power players lead the German oral care market
- Overall market leadership is tightly fought
- Graph 2: company shares of value sales of oral care, 2023
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 3: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 4: financial confidence index, 2022-24
- Electric toothbrush prices rise at a far slower pace than other oral care costs
- Graph 5: consumer price index of oral care products, 2020-24
- Oral care remains a hygiene essential
- Social, environmental and regulatory factors
- Give oral care users confidence in their smile
- Make oral care fun
- Appeal to parents with oral hygiene products that are fun to use
- Oral care is becoming more eco-friendly
- EU regulations drive sustainability
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WHAT CONSUMERS WANT AND WHY
- Concerns about oral health
- Focus on preventative narratives in oral care products
- Graph 6: oral health concerns, 2024
- Tailor marketing to different oral concerns
- Graph 7: oral health concerns, by gender, 2024
- Harvest the power of superfoods to position oral care
- Usage of oral care products
- Oral care is a staple for Germans
- Graph 8: usage of select oral care products in the last three months, 2020-24
- Germans stay true to their oral care routines
- Graph 9: usage of toothpaste and toothbrushes in the last three months, 2022 and 2024
- Electric toothbrushes are an investment…
- …that offer an increasingly smart start to the day
- Income level impacts type of toothbrush owned
- Lower the barrier to teeth whitening with complementary products
- Oral care involves multistep routines
- Graph 10: repertoire of number of oral care products used in the last three months, by gender, 2024
- Most Germans brush their teeth more than once daily
- Graph 11: usage frequency of oral care products in the last three months, 2024
- International inspiration: oral care on the go
- Usage of flossing products and barriers to use
- Germans recognise the benefits of flossing…
- Graph 12: usage of any flossing product in the last three months, 2020-24
- …but they could floss more often
- Graph 13: usage of dental flossing products in the last three months, by flossing frequency, 2024
- Address barriers to encourage greater use of flossing products
- Graph 14: reasons for not flossing, 2024
- Encourage new habits and educate about flossing benefits
- Usage of toothpaste and the most important toothpaste claims
- Traditional toothpaste dominates the market
- Graph 15: type of toothpaste used in the last three months, by age, 2024
- Germans prioritise fresh breath and healthy teeth
- Graph 16: most important claims consumers want from a toothpaste, 2024
- Multi-claim toothpaste convinces consumers
- Address it all with toothpaste specific to the time of day
- Show how active ingredients can address oral health concerns
- Link oral health to overall health
- Adopt new formats for a renewed perspective on long-lasting freshness
- Promote safe and effective teeth-whitening regimes
- Scope to enhance the effect of whitening toothpastes
- Highlight product safety in line with regulations to build trust
- Popularise fluoride alternatives
- Behaviours towards oral care
- Good oral hygiene can boost confidence
- Graph 17: selected behaviours towards oral care, 2024
- Pretty, healthy teeth
- Create products to complement dental treatments
- Build brand loyalty by helping consumers keep up with healthy habits
- Parents are intentional about their children’s oral care routines
- Graph 18: parents’ behaviours towards their children’s oral care, 2024
- Help parents create positive oral care experiences for their children
- Social media inspiration for oral care
- Support parents in shaping positive oral health routines
- Attitudes towards oral care
- Promote the use of natural ingredients in oral care
- Graph 19: attitudes towards oral care, 2024
- Build confidence in natural oral care
- Target professional recommendations towards younger consumers and parents
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LAUNCH ACTIVITY AND INNOVATION
- The oral care market is led by well-known players
- Graph 20: the top five ultimate companies for oral hygiene launches, 2022-24
- Ethical and environmental claims in the lead
- Ethical and environmental claims jumped into the lead in 2023
- Inflationary pressures create demand for cost-conscious options
- Toothbrush launches and packaging relaunches show the biggest development
- Graph 21: launches of oral care products, by sub-category, 2020 and 2023
- Graph 22: launches of oral care products, by launch type, 2020 and 2023
- Pushing sustainability to new levels of minimalism
- Tailor electric toothbrushes to suit age-specific needs
- Electric toothbrushes appeal through advanced features
- Renew excitement for manual toothbrushes
- Stand out through innovative packaging
- Accessorise with hygiene benefits through UV cleaning
- Leverage the popularity of actives in oral care
- Advertising and marketing activity
- Elmex takes the educational approach
- Oral-B ‘Brush Like a Champion’ at the Paris Olympics
- Educate on prevention
- Oclean smart brush
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MARKET SHARE
- Brands lead the oral care market
- A stable market for oral care companies
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MARKET SIZE, SEgmentation AND FORECAST
- Value sales return to modest growth, following an inflation-driven spike in 2023
- Retail value sales of oral care, 2019-29
- Oral care value sales predicted to show steady growth
- Market segmentation
- The market grows despite an income squeeze
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Repertoire analysis methodology
- TURF analysis methodology
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
Stay ahead of the curve and future-proof your business with Mintel’s Oral Care in Germany Market Report 2024. Our full report is packed with consumer-led market intelligence, trends in the German oral care market, and consumer behaviours. Get a 360° view of the oral care market in Germany including market size, share, and a forecasted oral care market growth in Germany to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- An overview of the German oral care market, including expert insights.
- The leading oral health concerns, showing the need for varied solutions.
- The usage of oral care products, including barriers to flossing.
- The most important claims consumers want from a toothpaste.
- Consumer behaviours towards oral care, showing how parents prioritise their children’s oral care routines.
- Consumer attitudes towards oral health, including the impact of poor oral care on confidence.
Current Market Outlook on the German Oral Care Market
As a result of the economic crisis, consumers traded down, however, interest in premium offerings led to oral care market growth in Germany in 2023. Toothpaste saw the largest price hikes in 2023, highlighting the trend towards premiumisation.
With financial confidence gradually recovering, there’s renewed interest in innovation, particularly in smart solutions, which, although currently a small segment, has been offering increasingly integrated benefits.
Oral Care Market Research in Germany: What Consumers Want and Why
- Consumer Behaviour in the German Oral Care Market: 77% of Germans believe that the appearance of their teeth impacts their confidence, with the majority maintaining robust oral care habits, including daily flossing. But, given that 27% of 16 to 34-year-olds forget to floss, brands can leverage younger consumers’ tech interest by integrating reminders into smart toothbrushes or creating smartphone notifications to prompt regular flossing.
- Trends in the Oral Care Market in Germany: A holistic approach to health will continue to offer opportunities to develop toothpaste and mouthwash with health benefits that extend beyond standard oral care. The push for sustainability will premiumise the market further, as it is gaining popularity in the German oral care market. Particularly younger consumers pay attention to environmental friendliness with 24% of 16 to 34-year-olds using green alternatives, such as toothpaste tablets or powder.
More About This Report
This report includes:
- Toothbrushes – standard manual, electric (rechargeable), battery-powered (non-rechargeable), replacement toothbrush heads, travel brushes and combined toothbrushes & tongue scrapers
- Toothpastes – including paste, gel, polish and powder formats
- Mouthwashes/rinses – primarily for the maintenance of dental and oral hygiene, includes medicated and non-medicated
- Denture products – cleaners and fixatives for orthodontic appliances
- Dental accessories/ancillaries – includes cosmetic whitening products (eg gels), fresh breath dental chewing gum with product licences for the treatment and maintenance of oral hygiene (i.e. Colgate Whitening Dental Gum), tongue scrapers, fresh breath strips and other breath fresheners, dental floss/ tape, interdental sticks and brushes, disclosing tablets
Excluded are products used solely by the dental profession or products available only on prescription.
General-purpose antiseptic liquids, treatments for sore throats and products for the treatment of oral lesions, sores and mouth ulcers such as gums, pastilles and teething gels are not included in the market size data but are discussed within the scope of the report.
Meet The Expert
This report was written by Franziska Kartheus, Associate Analyst. Franziska gained research experience during her studies, having graduated with an MSc in Psychology from the University of Kent. Before joining Mintel, Franziska was part of the Wellbeing Team in the NHS.
Download Report SummaryAs a personal care essential, the oral care market in Germany promises steady growth, with innovation in ingredients and smart solutions pushing the sector forward.
Franziska Kartheus
Associate Analyst
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