The European oral care market is largely dominated by toothpaste, toothbrushes, and replacement heads, having registered a prominent market share in 2022. Consumers with dry mouth, diabetes, or systemic diseases, such as Sjogren's syndrome, or those who are undergoing radiation therapy are using alcohol-free mouthwashes, which are also supporting segment growth in the region. In developing economies, key players are working toward increasing awareness of the importance of integrating mouthwashes as a part of primary oral care routines, i.e., before or after brushing and at different intervals during the day to maintain the pH of the mouth and to fight germs that can cause different gum diseases. Toothpaste is a basic necessity for oral hygiene, being used by consumers, and the high price of an electronic toothbrush are key factors leading to a higher market share. The easy availability of various brands under one roof, leading to a quick consumer switch, led supermarkets and hypermarkets to hold the largest market share.
According to the report, "Europe Oral Care Market Outlook, 2028" published by Bonafide Research, the market is anticipated to add USD 3.14 Billion from 2023 to 2028. Germany holds the largest market share, attributed to the largest consumer market in the country and its dense population. Key players in the country are highly engaged in partnerships with several dental associations, launching oral care centers and campaigns to create awareness and promote their oral care products. Moreover, dental associations approve various oral care brands as safe and effective to use. This has also encouraged customers to invest in mouthwashes and other oral care products, as evidenced by rising per capita spending on oral hygiene products. GlaxoSmithKline and Procter & Gamble continued to lead the German toothpaste market, as they contain a portfolio of well-known and trusted brands.
Further, the industry is being driven by the technological advancements made in the sector and growing awareness about dental hygiene. Teeth-whitening products are becoming more popular in the country as people place a greater emphasis on personal grooming. The growing beauty and personal care industry in Germany is also proving to be a catalyst for the thriving oral care market in the country. Oral care was one of the leading segments in the industry, along with face care and bath and shower products. Expanding distribution channels like drugstores are also helping the market in Germany. The UK and France are the other significant oral care markets in Europe. The growing awareness about oral hygiene and a higher penetration into emerging economies are likely to drive the industry.
Products like toothpaste and mouthwash in Europe often contain additives like vitamins and other minerals. With the focus shifting toward sensitive teeth, new formulations are usually free of alcohol. The thriving cosmetics and personal care industry on the continent is expected to aid the industry's growth. The growing older population provides an impetus to the industry's growth as they require greater dental care and are more susceptible to gum diseases. While over half of the European population is likely to suffer from periodontitis, or the inflammation of the gums, the prevalence of the disease increases to 70–80% among the population between the ages of 60–65 years. Teeth-whitening products are also being driven by the region's aging population, as teeth become less bright with age due to enamel thinning and dentin darkening.
The oral care market share growth in the offline segment will be significant for revenue generation. Due to the expansion of different retail formats across the world, the demand for oral care products is expected to increase during the forecast period. Various retailers, especially organized retailers, are expanding their stores in the local and regional markets to increase sales through offline channels. Europe is anticipated to exhibit significant growth, owing to the presence of a large number of the elderly population who are prone to various types of tooth issues, which has generated the need for the product. According to the obtained data, there were 90.5 million elderly people living in the EU-27. Furthermore, the popularity among dentists who suggest their patients use an electric toothbrush is expected to have a positive contribution to the market's growth. For instance, in June 2019, it was mentioned that 34% of electric toothbrush users among British adults were estimated to have purchased them due to dentist recommendations.
The emergence of the COVID-19 pandemic has negatively impacted the European oral care market during the first half of 2020. The sudden increase in COVID-19 cases has resulted in a regional-wide lockdown, including in Europe. The oral care products supply chain has been disrupted, resulting in a market downfall. However, operations related to oral care treatment had been stopped and postponed. The manufacturing of oral care products has been disrupted due to a labor shortage. However, the market has seen significant growth since the lockdown was lifted. Oral treatment centers and hospitals have started to treat patients with oral problems. While demand for oral care products has increased significantly, the market is expected to record a healthy CAGR during the forecast period.
Major Companies present in the market:
Johnson & Johnson, Procter & Gamble Co., Unilever, GlaxoSmithKline Plc., 3M Company, Henkel AG & Co. KG Aa, Koninklijke Philips N.V., Colgate Palmolive Co., Reckitt Benckiser Group Plc., Kao Corporation, Amway, Church & Dwight Co. Inc., Orkla, Patanjali Ayurved Ltd., Hain Celestial Group, Dabur India Ltd., Sunstar Suisse S.A., The Himalaya Drug Company, Ultradent Products
Considered in this report
• Geography: Europe
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027
Aspects covered in this report
• Europe Oral Care market with its value and forecast along with its segments
• Country-wise oral care market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation
Countries covered in the report
• United Kingdom
• Toothbrushes & Accessories
• Dental Products & Accessories/Ancillaries
• Dental Prosthesis Cleaning Solutions
By Distribution Channel
• Supermarkets & Hypermarkets
• Convenience stores
• Online stores
• Other distribution channels
By Age Group
The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Oral Care industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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