Newly released market study: Adult Mouth Care in Portugal

Adult mouth care continued to struggle in 2014; albeit not as much as it did in the previous three years. Seeing a current value decline of 1% in 2013, as opposed to 2% in 2013, adult mouth care accounted for sales of only €9 million in 2014. The category was beset by a number of problems towards the end of the review period, one of which was the increased willingness of consumers to find standard oral care products (such as toothpaste, dental floss and mouthwashes/dental rinses) sufficient for their oral hygiene routines. Furthermore, adult mouth care is a category in which there is relatively little innovation in terms of new product developments. By contrast, oral care enjoys greater innovation and exposure than adult mouth care, since it receives much more marketing attention. In addition, private label producers have been pressing patent claims and releasing their own strips, with much success. This is a trend which seems to be in the market to stay. Finally, adult mouth care is one of the more mature categories within the Portuguese consumer health market, which plays against its growth potential.

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Competitive Landscape

The competitive landscape in adult mouth care remained relatively static in 2014, with little movement between the key players. Angelini Farmacêutica remained the outright leader with a 41% value share. The company maintained its leading position over the years mainly thanks to the strong popularity of its Tantum Verde brand (benzydamine), which is commonly known and appreciated by consumers in Portugal. The Tantum Verde brand is also present in grocery retailers, making it one of the few OTC adult mouth care brands in Portugal which is sold outside of chemists/pharmacies and parapharmacies/drugstores. For consumers it is much more convenient to purchase the retail version of the Tantum Verde brand than the pharmacy-only version.

Industry Prospects

Adult mouth care is expected to remain stagnant over the forecast period in value terms at constant 2014 prices, and should remain at sales of €9 million in 2019. Driven by the lack of economic growth and the fact that consumers are seeking value for money in their purchases, it is likely that private label will gain share within oral care. Emotional attachment to the leading oral care brands is very limited in Portugal, and many consumers are already looking to reduce their expenditure on oral care and have supplanted branded products with more family-oriented and general purpose private label offerings.

Report Overview

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

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