Oral care is expected to grow steadily over the forecast period in value terms (at constant 2024 prices). One of the main reasons is the slow but steady evolution of Italians' oral hygiene habits.
Sustainability is becoming an increasingly important aspect in the Italian oral care market, with a growing interest in solutions that reduce a product’s environmental impact. As such, this is likely to be one of the growth drivers of the category in the near future, while it is also likely to influence the competitive landscape.
The presence of private label in oral care in Italy is growing, especially in the mass-market, where these products are gaining popularity thanks to their accessibility and competitive quality-price ratio, aspects that are now well known to the consumer. The presence of private label products is bound to increase competition in the market, forcing traditional brands to review their pricing and marketing strategies to maintain their market share, but also to invest more in innovation, as private label producers are doing.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Italy 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 Italy, 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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