Oral care saw current value sales rise in Brazil in 2024, though growth was relatively slow compared that recorded in some other beauty and personal care categories. Two dynamics shaped the softer result. When disposable income improves, Brazilians tend to prioritise beauty over basic hygiene, and 2024 followed that pattern. Average income in the country is at its highest since 2012, with formal employment up and sentiment improving. Inflation persisted in 2024 but was more controlled and concen

The oral care category in India recorded mid-single digit growth in 2024 in current value terms. This reflects a shift in consumer perception from viewing oral care as a basic hygiene requirement to embracing it as part of daily beauty routines. This change is being fuelled by rising adoption of products with whitening, brightening and enamel-enhancing claims, tapping into aspirations for a confident smile as a personal grooming asset.

In 2024, Kenya's oral care market experienced significant growth in current value terms, primarily driven by heightened consumer awareness of oral hygiene. Government-led campaigns and educational initiatives played a crucial role, emphasising the importance of dental health. The introduction of innovative products further stimulated market expansion. Brands such as Eezi Oral Hygiene introduced eco-friendly toothpaste tablets, catering to consumers seeking sustainable alternatives.

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

Retail value sales of oral care rose in 2024, supported by growing consumer awareness of the importance of comprehensive dental hygiene. Increasingly, Moroccan consumers are seeking product combinations that deliver targeted benefits beyond basic cleaning. Toothpaste is now more commonly used alongside complementary products such as mouthwash, as awareness rises around the need for a full oral care routine. Demand continues to shift toward higher-value offerings, including whitening, enamel prot

Value sales of oral care in Germany increased in 2024, , supported by baseline demand for daily

Oral care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. In addition, there is increasing awareness of oral care in rural areas, and this also supported growth. For instance, Colgate-Palmolive ran an educational campaign in association with the Tunisian Dentists Association to raise awareness about the necessity for oral hygiene. As oral care is still relatively underdeveloped there

Oral care saw current value growth in Nigeria in 2024. A sharp rise in prices, with the average unit price rising by more than 40%, led to a strong increase in value sales in current terms during the year. However, volume sales declined slightly, despite several products in the category being seen as essential. The strong rise in unit prices forced consumers to cut back by rationing or seeking cheaper, traditional alternatives. The inflationary economic environment also severely weakened consume

Oral care saw robust value growth in Cameroon in 2024, with volume also in low positive growth, albeit with the latter down on the previous two years. This dynamic is attributed to the rise in prices of toothpaste, as manufacturers took it upon themselves to hike unit prices, despite costs at manufacturers remaining steady. For example, as seen from leading player Colgate-Palmolive Co with its flagship Colgate brand, which increased its herbal variant price from XAF1,100 to XAF1,500 (per 175g).

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.