Oral Care in Germany - New Market Research Report

Due to the ageing population in Germany and strong consumer health awareness, oral care registered healthy current value growth of 3% in 2014. Products specifically targeting the needs and wants of older consumers, who are health-conscious and care about their appearance as well as their wellbeing, have been gaining importance in Germany over the last few years. Current value growth in 2014 was slightly stronger than that registered in 2013. This can be mainly attributed to further segmentation and differentiation in oral care.

Competitive Landscape

Procter & Gamble led the category with a 26% value share, closely followed by GlaxoSmithKline. Procter & Gamble’s strong position can be attributed to it being present in a variety of different categories, such as toothbrushes, toothpaste, denture fixatives and denture cleansers. In all of these, Procter & Gamble offers some of the big brands, with Braun Oral-B in toothbrushes being particularly important.

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Industry Prospects

High quality oral care is expected to remain very important to German consumers over the forecast period. However, due to the maturity of the category and a high level of saturation, its growth prospects are limited. However, with the population set to grow older, the importance of good quality oral care during all life stages is expected to continue as older consumers’ expectations of the performance of oral care products will increase. Older consumers want to maintain their lifestyle for as long as possible and do not want to be hampered by problems with their teeth or dentures.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Germany market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Oral Care in Germany?
* What are the major brands in Germany?
* Which type of toothpaste is most popular?

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