Oral care is expected to see only relatively moderate growth in retail volume terms over the forecast period, constrained by maturity and commoditisation in its core categories. With inflation set to ease, value growth will slow, particularly in mass-market toothpaste and manual brushes.
Electric toothbrushes is projected to be the most dynamic category in oral care over the forecast period. Backed by strong dentist recommendations and ongoing product innovation, the category is steadily expanding, with it proving especially popular among younger consumers.
Peripheral categories such as dental floss, interdental brushes, mouthwashes/dental rinses, and tooth whiteners offer small but steady opportunities for growth. For instance, a greater focus on ease of use—like pre-strung flossers or eco-friendly interdental brushes—continues to attract new users.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Sweden 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 Sweden, 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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