New market study, "Oral Care in Sweden", has been published

Although multifunctional oral care increased in range during the last two years of the review period, products launched towards the end of the review period also included those that are more specialised and niche, targeting specific consumer groups. For example, Pepsodent launched White Now Gold toothpaste in 2013 with three times the levels of whitening ingredients compared to its regular White Now product. Toothpaste will also even target specific genders at the start of the forecast period, with Pepsodent’s White Now Men expected to be launched in 2014. This toothpaste claims to offer a more male-oriented flavour and more potent formula for an even better result. The ranges offered by leading oral care brands are therefore continuing to expand, as players seek to encourage customers to switch brands in search of specific products.

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Competitive Landscape

Colgate-Palmolive leads sales in oral care and accounted for 21% value share in 2013. The company has had the number one position in oral care for more than two decades thanks to its well-known and well-established brand Colgate. Colgate-Palmolive is the world’s biggest oral care player and also holds this position in Sweden thanks to its marketing, branding and product development resources, enabling the company to retain its loyal customers. Within oral care, Swedes are often meanwhile reluctant to switch to a different brand or product when a product has proven its worth. This is another reason why Colgate-Palmolive has had a strong sales position for so long.

Industry Prospects

Multifunctional products are expected to drive sales growth for oral care during the forecast period. However, 2013 also saw the launch of more specific products such as Unilever’s Pepsodent White Now Gold, with these also likely to prove popular. Further developments in electric toothbrushes with added functionality and collaborative branding with toothpaste brands, electronics companies or health clubs could also support growth. Expansion in both the distribution reach and price range of mouthwashes/dental rinses will also has a positive impact on sales growth for oral care in the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Sweden market research report includes:

* Analysis of key supply-side and demand trends

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