Oral care saw steady growth in current value terms in 2024 reflecting the strength of the category with its ability to deliver growth despite the weaker economic climate. For consumers, product categories like toothbrushes and toothpaste are seen as essential purchases. However, where consumers are more likely to compromise is by down trading to cheaper brands or purchasing in bulk when products are discounted to get the best value for money.

Oral care performed well in 2024, underpinned by growing consumer awareness of the importance of oral hygiene and a heightened interest in maintaining healthy, attractive teeth. Austrian consumers increasingly perceive oral care as an essential element of overall wellness and appearance. This shift is supported by new product launches and expanded shelf space for both branded and private label options across multiple oral care categories. Mouth washes and dental rinses continued to see strong de

Oral care remained a stable and mature category in Sweden in 2024, recording healthy growth in current value terms. Volume sales also saw moderate growth, driven by population growth, rising awareness among immigrant groups, and more regular oral hygiene routines. Oral care saw stronger growth in current value terms, supported by price increases and growing demand for more advanced products, particularly electric toothbrushes and peripheral items like dental floss and mouthwashes/dental rinses.

Oral care saw modest current value growth in the UK in 2024. Growth was mainly driven by modest growth in both the population and unit prices, as consumers looked to more premium versions of mature categories such as toothbrushes and toothpaste. Value sales have also been boosted slightly by the growing adoption of newer categories such as tooth whiteners, as new consumers have tried them as an alternative to dentist treatments in a challenging economic environment.

Oral care experienced solid current value growth in the United Arab Emirates in 2024. The category’s growth was driven by an upmarket shift in demand in the largest category, toothpaste and rising demand for electric toothbrushes. The ongoing popularity of toothpaste as the main oral care product in the local market encouraged players to introduce premium offerings with specific benefits to add further value. Electric toothbrushes are also becoming increasingly premium in their positioning, with

Value sales of oral care in Portugal recorded a strong, single-digit uplift in 2024, despite its already high market penetration. This continued growth can be attributed to constant innovation across the category, with brands introducing new technologies and more effective formulations to meet evolving consumer needs. As consumers place greater emphasis on both health and sustainability, oral care has seen a shift towards eco-friendly packaging and products with cleaner ingredients, further boos

Oral care registered a modest increase in current value sales, though volume sales were unchanged. Core products like toothpaste and manual toothbrushes drove the bulk of purchases. However, while value was the key driver of sales, there was also growing interest in products offering additional benefits. For instance, in toothpaste. shoppers showed growing interest in toothpaste with added benefits, such as anti-sensitivity or natural ingredients. Whitening variants with charcoal or baking soda

Oral care in Estonia posted solid growth in current value terms over 2024, supported by steady demand for toothpaste and the growing interest in electric toothbrushes and tooth whitening products. While daily usage routines remained consistent, small upgrades, like switching to enamel-protective or sensitive-reducing toothpaste, helped lift value sales. Innovation in premium formats and stronger promotional activity also played a role, especially in the lead-up to holiday periods.

Value sales of oral care increased in 2024. Growth was primarily driven by rising demand for peripheral products such as dental floss and electric toothbrushes, alongside moderate inflationary effects. The largest category in 2024 was toothpaste, which remained stable in value terms despite flat volume trends. As a mature, commoditised category, toothpaste experienced minimal innovation, and most consumers stuck to trusted brands. Meanwhile, dental floss was the most dynamic category, with retai

Oral care in Lithuania stagnated in 2024, with flat retail volume growth and a moderate increase in retail current value sales, underpinned by prices rises. The major categories, toothpaste and manual toothbrushes, are highly saturated and new purchases often rely on replacements and heavy price promotions.

Oral care in Indonesia experienced only slow growth in retail current value terms in 2024, reflecting the maturity of the category. With oral hygiene products such as toothpaste and toothbrushes being household staples, penetration levels are already high, leaving limited room for significant growth. 2024 was also a tough year for Indonesian consumers due to economic uncertainties from the election, the weakening currency, and the tough job market. With all the uncertainty, the cost of living ha

Widespread consumer awareness about basic oral hygiene practices, supported by health education campaigns, sustained demand for oral care products in 2024. Toothpaste remained by far the largest category, with affordable family-size toothpaste packs leading sales, while whitening, anti-cavity, and herbal variants performed strongly. Price sensitivity remained a key factor in the year, making mainstream brands that offer functional benefits at affordable prices the most popular choices.

Oral care in Egypt saw a slight increase in volume sales but a substantial rise in overall category value in 2024. This was directly attributable to significant price increases which resulted from the devaluation of Egyptian pound, which raised the cost of imported oral care products. Despite the volume increase, local consumers are generally spending significantly more on oral care products in the face of inflation, highlighting the essential nature of this category

Oral care saw strong current value growth in Ukraine in 2024. Oral care is an important part of the daily personal care routines of Ukrainian consumers, especially since dental care services became more expensive and less available due to the war in the country. Toothpaste is the largest category in oral care in Ukraine and was the fastest growing category in 2024. The category is dominated by standard products, but problem solving products, such as Sensodyne, also account for a solid share of s

Having contracted in 2023, retail current value sales of oral care rebounded strongly in 2024. Demand was boosted by the return of some local consumers to the formal market, as they previously purchased oral care products in Argentina or on the informal market. Due to recent adjustments in Argentina’s exchange rate regime that diminished the price differential for oral care between the two countries, Uruguayan consumers no longer have as strong an incentive to engage in cross-border shopping. Or

Retail current value sales of oral care in Turkey enjoyed further dynamic growth in 2024. However, despite strong retail volume growth, inflationary pressure on prices skewed the retail current value growth performance. Oral care essentials included toothpaste, manual toothbrushes and increasingly mouthwashes and dental floss. As the focus on preventative health and overall wellbeing increased, more consumers adopted a routine of brushing teeth twice a day and incorporating dental floss and mout

In 2024, oral care in Greece experienced an increase in value sales, although this was less robust than anticipated, particularly within toothpaste. A significant factor contributing to this underperformance was the government legislation enacted in March 2024, which imposed a minimum 30% reduction on supplier discounts to supermarkets. This policy led to a 15% to 17% price decrease across the industry, coupled with sustained promotional activities by both manufacturers and retailers. Consequent

In 2024, value sales of oral care increased, driven by the expansion of modern grocery retail in Georgian regions. This development enabled a wider range of oral care products to become accessible to a broader consumer base. Toothpaste remained the largest and most frequently used product within the category, recording a solid increase in share and emerging as the most dynamic category of the year. Its affordability, availability in various price points, and essential nature contributed to its s

In 2024, value sales of oral care increased in Canada, with significant growth driven by a shift towards natural and organic products, as consumers increasingly prioritised products perceived as healthier and more sustainable. The broader trend towards natural ingredients, alongside growing awareness of their benefits, is aligning with a wider self-care movement, where proactive health management is a key focus for many consumers.

Sales of oral care in Italy continued to show stable growth in current value terms in 2024, driven mainly by products such as toothpaste, mouthwashes/dental rinses and tooth whiteners. The first two of these products are considered basic components of good oral hygiene and are considered indispensable by many consumers. Meanwhile, the demand for tooth whiteners is growing thanks to the use of advanced technology and innovative formulas that offer positive results in a relatively short time, whic

Oral care in Malaysia continued to record strong retail volume and current value growth in 2024, albeit slower than in 2022 and 2023. Growth continued to be seen in categories like toothpaste and mouthwashes and power toothbrushes. Younger generations, with improved education levels and higher product awareness, are switching from manual toothbrushes to power toothbrushes, especially as there are more affordable options than before. This development is supported by the launch of many branded pow

Increased concerns around oral hygiene, alongside technological and scientific advancements, positively influenced the growth of oral care in Slovenia in 2024. However, rising product prices and inflation placed pressure on household budgets, prompting consumers to re-evaluate spending priorities. Many traded down to more affordable and lesser-known brands, while private label products gained further traction.

Oral care in Romania witnessed strong growth rates in retail value terms over 2024, with retail volume sales also picking up well on the previous year. Consumers in Romania increasingly recognise the importance of regular oral care, leading to heightened awareness and concern regarding dental health. This awareness has translated into a greater willingness amongst consumers to invest in oral hygiene products and accessories to maintain optimal oral health. Tooth whiteners, electric toothbrushes

Oral care is taken seriously by local consumers in the Philippines as part of everyday hygiene and the need for aesthetic solutions provided by oral care products. Social gatherings remained high on the agenda in 2024, and this put a stronger emphasis on the need for healthy looking teeth. Overall, there is a strong incentive to invest in a variety of more sophisticated products to help promote fresh breath and keep the teeth white and bright. In addition, the strong link between good oral hygie