In 2025, oral care in Turkey demonstrated robust growth, with retail value sales reaching TRY18,123 million, reflecting a 33% increase compared to the previous year in current terms. In addition to inflationary price rises, growth was driven by heightened consumer awareness of oral hygiene and expanding spending power. Turkey’s population rose to 85.7 million in 2025, supporting a growing consumer base for oral care products. Additionally, real GDP growth of 3% was seen for 2025, and the median

In 2025, oral care in Poland demonstrated strong value growth, reaching a retail value of PLN2,537 million, marking a 6% increase in current terms from the previous year. This growth outpaces volume development, reflecting a premiumisation trend where consumers increasingly seek higher-priced, value-added products. Compared to the broader Eastern Europe region, Poland’s retail value growth in oral care remains strong, with forecast continued expansion through 2030, supported by steady real GDP g

Oral care in Finland shows steady retail value growth, reaching EUR121 million in 2025, reflecting a 2% increase compared to the previous year. This moderate growth aligns with Finland’s broader economic environment, characterised by a stable population increase to 5.6 million and gradual consumer expenditure growth across multiple currencies and inflation adjustments. Despite global economic challenges, Finnish consumers demonstrate willingness to invest in dental health products that offer ad

In 2025, oral care in Ukraine demonstrated robust 14% growth with retail sales value reaching UAH6.7 billion. This performance signals resilience amid ongoing economic and demographic challenges, including a declining population of 31.4 million. The category's growth is underpinned by two distinct consumer behaviours: a strong preference for value-for-money mass toothpaste and manual toothbrushes, alongside increasing demand for clinically backed, professionally positioned oral care products. L

In 2025, oral care in Uzbekistan exhibits robust growth with retail value sales reaching UZS323 billion, marking an 18% increase from the previous year. This performance reflects strong consumer demand coupled with heightened awareness of oral hygiene, aligning with the broader Asia Pacific regional trend of rising interest in advanced oral care solutions. Uzbekistan’s consumer expenditure trends support this growth outlook, reflecting a steady increase in purchasing power. Population figures s

Oral care in Australia in 2025 demonstrated growth driven by consumer behavioural shifts towards prevention and technological advancement. Sales value reached AUD1.1 billion, reflecting a 4% growth from 2024. This growth outpaces regional growth, which remained flat due to unit multipliers and volume measures. The Australian population in 2025 reached 28 million, with consumer expenditure steadily increasing, supporting sustained demand for premium and innovative oral care products. Economic fa

In 2025, the oral care category in Portugal continues its growth trajectory, with retail sales value reaching EUR251 million at current exchange rates. This reflects a growth rate of 2% on the previous year, underpinned by an ongoing shift towards added-value and premium propositions. Despite cautious consumer spending behaviour, demand remains robust, supported by a preventative health mindset and the increasing needs of an ageing population. This is evident in the strong performance of segment

In 2025, oral care in Brazil demonstrated robust current value growth of 6%?to reach retail sales of BRL15.6 billion. This growth was anchored in pragmatic consumer behaviour prioritising daily essentials that offer clear, functional benefits such as cavity prevention and gum health rather than discretionary upgrades. Consumers, especially ageing populations and families, are showing a heightened focus on preventative health and quality of life, driving higher adoption of flossing and mouth rins

In 2025, oral care in Kenya exhibited robust retail sales of KES19.8 billion, representing growth of 9% from the previous year. This growth trajectory aligns with the consistent upward trend from 2020, when the category's retail value was KES12.2 billion, demonstrating sustained consumer demand and sales expansion. Compared to the broader Middle East and Africa region, oral care in Kenya shows strong momentum, supported by urban middle-class consumers prioritising preventative health and wellnes

Oral care in South Korea demonstrated solid growth momentum in 2025, with retail value rising by 3% to reach KRW1,305 billion, a performance consistent with the broader upward trajectory seen across Asia Pacific. With the total population remaining relatively stable at 51.7 million in 2025, expansion is driven by value rather than volume. This performance is underpinned by premiumisation, product innovation, and a consumer base with a growing willingness to invest in scientifically validated ora

In 2025, oral care in India recorded 4% current value growth to reach INR171.5 billion. This performance reflects a mature landscape where overall volume gains remained modest, with value expansion driven primarily by premiumisation and product innovation. Operating within a population of 1.46 billion, players face the challenge of saturation in core products, necessitating differentiation beyond basic hygiene. Within the category, toothpaste held the largest share, posting retail sales of INR13

In 2025, oral care in the Philippines demonstrated positive growth of 9%, with retail value sales reaching PHP49.6 billion, which is a 10% increase on the previous year. This was supported by increasing consumer expenditure, which rose to PHP21,362.6 billion in 2025, indicating strengthening purchasing power and expanding market potential. The population of the Philippines continues to increase steadily, reaching 117 million in 2025, offering a large market for oral care products.

Men’s grooming in the UK recorded a strong performance in 2025, with sales increasing by 6%?in current value terms to reach GBP2.3 billion. The UK’s total population reached 69.1 million in 2025, with this continued upward trend supporting sustained demand for grooming products.

In 2025, oral care in Germany experienced steady value growth, reaching EUR2.3 billion in retail sales, marking a 4% increase on the previous year. This growth is supported by robust demand for daily oral hygiene products amidst a population of approximately 83.6 million people, with consumer expenditure continuing a moderate upward trajectory. The median disposable income per household in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, suggesting a stable economic environment co

Oral care in Mexico achieved retail current value growth of 4% in 2025, reaching MXN20,803 million, but this represented a deceleration compared to the robust 7% rise seen in 2024. The year was characterised by economic uncertainty in the first half, linked to both domestic political transitions and global factors, which led consumers to become more cautious and value-oriented in their spending. This caution was reflected in greater price sensitivity, with shoppers prioritising promotions and co

In 2025, oral care in Thailand demonstrated robust value growth, with retail sales up 6%?in current value terms to reach THB17.9 billion. This performance was supported by both rising consumer interest in preventative health and the influence of demographic change, particularly the ageing population, which is steering the market beyond basic cavity prevention towards more proactive, longevity-focused oral wellness. Compared to regional and global trends, Thailand’s growth is notable for its dual

Oral care in China demonstrated a pattern of low single-digit value growth in 2025, with retail value sales reaching CNY50,682 million, representing a 2% year-on-year increase. This growth was led primarily by price-driven gains and premiumisation rather than by volume expansion, which was at a lower level. In a regional context, China continues to be one of the largest and most competitive oral care markets in Asia Pacific, yet the pace of value growth reflects a maturing landscape where aggres

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

Consumer demand for oral care in South Africa remained resilient in 2024, reflecting its status as a non-negotiable part of personal hygiene and wellness routines. However, the ongoing cost-of-living pressures meant that many consumers adopted more strategic and cost-conscious behaviours when shopping for these essentials. While toothpaste, manual toothbrushes, and mouthwashes remained firmly in the basket, shoppers increasingly sought out value by purchasing in bulk during promotions or major d

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Oral care in Algeria recorded only a modest increase in volume sales in 2024, although current value growth was significantly stronger, driven by notable price increases. Rising levels of health and hygiene awareness have encouraged more consumers to adopt daily oral care routines, supporting consistent demand. Consumers are also becoming more educated about oral hygiene practices and are increasingly open to experimenting with different toothpaste formulations and formats.

Oral care maintained healthy growth in New Zealand in 2024, thanks to consistent consumer demand for oral hygiene. Products such as toothbrushes and toothpaste are seen as essential products, which consumers will continue to buy, despite lost-of-living pressures. Oral care is an essential feature of a person’s personal care routine, both for hygiene purposes and to maintain the health of their teeth and gums. Damage to teeth and gums can result in costly medical treatment, so the majority of con