As oral care products are considered a staple household item by consumers, the category is projected to see steady growth over the forecast period in value terms (at constant 2024 prices). With a mature competitive landscape, the top companies – Colgate-Palmolive and Proctor & Gamble – will likely continue to dominate the market.
E-commerce is seen as a convenient method for purchasing groceries and recent investments from major supermarket retailers in Australia have been aimed at making the online shopping process even smoother for consumers. As more consumers switch to purchasing their groceries online, the share of e-commerce for oral care products, namely toothpaste and toothbrushes, will likely also increase.
New product development within the toothpaste category will not only be focused on efficacy or health claims, but branding will likely also play a major role. Hismile has revolutionised the market for toothpaste with its brand of unique and premium toothpaste, which comes in a variety of flavours that are both fun and new, such as Cookies & Cream and Chilli Margarita flavoured toothpaste.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See all of our definitionsThis report originates from Passport, our Oral Care research and analysis database.
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