Italian consumers are concerned about oral hygiene and seek performance products that are also convenient. Even though the crisis has remained stable in the last year, Italians have realized how important good oral hygiene is in helping to prevent problems in the oral cavity; additionally, oral hygiene is experienced with a positive approach, associated with feelings of well-being, freshness, and self-confidence. Because the Italian welfare system does not guarantee dental care, and the private system is expensive, Italians try to take care of their teeth by deferring visits to the dentist. Furthermore, healthcare is provided for all Italian citizens and residents, and it is primarily provided by public providers, with some private or public-private partnerships. Only 5-8% of oral healthcare services are provided by the public healthcare system. Except for children under the age of 16, vulnerable populations, and people in economic or emergency need, dental care is generally not covered. 3M, A-Dec Inc., Biolase Inc., Carestream Health Inc., Dentsply Sirona, and Envista Holdings Corporation, are among the key players in Italy's Oral Care Market. Further, Marvis, Pasta Del Capitano, and Antica Erboristeria are Toothpaste brands that are well-known in Italy.
According to the report, "Italy Oral Care Market Overview, 2028," published by Bonafide Research, the market is anticipated to add USD 0.36 Billion by 2028. Urbanization is accelerating quickly. Italy is becoming more aware of the benefits of organic personal care products, particularly dental care products, due to increased purchasing power and increased advertising of naturally derived goods. Consumer purchasing habits are shifting toward eco-friendly, natural, and organic items as a result of the COVID-19 epidemic. Manufacturers are creating unique products to attract consumers' attention, which helps increase brand awareness and customer loyalty while also preventing oral diseases and encouraging oral hygiene. These products include bamboo brushes and vegan toothpaste. The Oral Care Market in Italy is dominated by supermarkets and hypermarkets. Conad, Selex, Coop, Végé, and Agorà are the largest hypermarkets and supermarkets in Italy. Conad is Italy's largest supermarket chain, with approximately 3,300 locations across the country. In recent years, there has been a significant increase in internet usage and the use of e-commerce websites to purchase items such as toothbrushes, toothpaste, mouthwash, and so on. Carrefour, Walmart, Amazon, and other well-known vertical specialists are attracted to the market.
As per World Bank, Italy's population is 59.07 Million people in 2021, with 28.78 Million men and 30.29 Million women. The majority of the population, 38.40 Million people, is between the ages of 15 and 65. 10.8 Million People Rural areas have 56.5 Million people, while urban areas have 56.5 Million. The World Bank estimated that Italy's GDP in 2021 was 2.1 Trillion USD, with an inflation rate of 1.9% and a per capita income of US$35,551.3. According to a recent study, Italy ranks second only to the Netherlands in terms of having all of its teeth without fillings or implants (26%). In terms of oral care habits, Italians are fairly average and do not differ significantly from the rest of Europe. Just over half (51%) brush twice a day and 35% use fluoride toothpaste for two minutes. Electric air flossers and interdental cleaners are used more frequently than elsewhere in Europe, with Italy ranking second in the world (20%). When they are sick, 20% of people skip brushing their teeth. Italy is the European country with the least satisfied smiles (only 5% are satisfied as they are). 47% of people would prefer teeth whitening over other cosmetic treatments. The percentage of Italians who say they have no problems with their teeth (23%) is low compared to the rest of Europe - and equal to Indonesia, where oral health is generally poor. 15% of Italians have bad breath, which is higher than anywhere else in Europe.
Customers with dry mouth, diabetes, or systemic diseases like Sjogren's syndrome, as well as those undergoing radiation therapy, use alcohol-free mouthwashes, which is assisting the segment's growth in the area. The importance of including mouthwashes in a primary oral care routine, such as before or after brushing and at various points throughout the day, to maintain the pH of the mouth and combat bacteria that can cause a variety of gum diseases is being emphasized by important players in developing economies.
Covid - 19 Impacts:
COVID-19 has had no impact on the Italy oral care market because several products, such as sensitive toothpaste, are required daily. Several efforts to increase oral health literacy are being supported by the government and public entities. In some areas, social media served as a bridge to raise awareness. The launch of new items in marketplaces with extra health care and discounts drew the market's attention, increasing demand. There has been an increase in consumer demand for toothpaste brands such as Signal, Colgate, Sanogyi, Oral-B, Aquafresh, Sensodyne, Elmex, Arthrodont, Teraxyi, Tonigencyi, and many innovative products on the market. Consumer purchasing power, availability of oral care products, competitive pricing, convenience, and health awareness continue to boost oral care product sales.
Considered in this report
• Geography: Italy
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028
Aspects covered in this report
• Italy Oral Care market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation
• 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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