Now Available: Oral Care in Belgium

From: Fast Market Research, Inc.
Published: Mon Aug 17 2015

Overall oral care remained fairly dynamic in 2014, with an increase of 2% in current value terms, thanks largely to the contribution of toothpaste and mouthwashes/dental rinses. Unit prices registered disparate movements, with strong price erosion in manual toothbrushes on the one hand, and a rise in the price of toothpaste on the other. Belgian consumers often opt for products with added-value in toothpaste, but prefer value for money items in toothbrushes. The performance of oral care in 2014, however, was weaker than the review period CAGR of 3%

Competitive Landscape

Oral-B Laboratories, GlaxoSmithKline, Unilever and Colgate-Palmolive were the leading players in oral care in 2014, with respective value shares of 22%, 21%, 14% and 13%, making the competitive landscape one of the most concentrated in beauty and personal care. There was strong competition between the leading brands in toothpaste towards the end of the review period, as players sought to capture leadership in this key category. Players compete through the use of various claims and innovations.

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Industry Prospects

Opinions differ on the potential for oral care in the coming years. More optimistic players predict ongoing trading up in toothpaste, and maybe mouthwashes/dental rinses. In toothbrushes alone, there is plenty of room for growth, as the average Belgian buys only 1.4 toothbrushes per year, whereas they should be changed four times a year. Other sources are concerned about price competition and price promotions, with a likely shift away from value-added innovation in the case of continuing economic stagnation. There is also the risk of over-differentiation. An increasingly sophisticated and varied range in toothpaste, and even in other categories, could result in blurred presentation on store shelves. Paradoxically, meanwhile, ageing will not act in favour of denture care, as older people will continue to acquire dentures at an ever older age due to more sophisticated bridgework.

Report Overview

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

TheĀ Oral Care inĀ Belgium 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

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