"Adult Mouth Care in Belgium" is now available at Fast Market Research

The sudden improvement in sales of adult mouth care witnessed during most of 2014 was only a respite before a new decline in 2015. The category, and more particularly, the leader, Pfizer Consumer Healthcare, suffered from rivalry from mass mouthwashes, in which there was a great deal of product development and thus increased competition against adult mouth care products.

Competitive Landscape

Pfizer Consumer Healthcare remained the undisputed leader in adult mouth care in 2015 with a 37% share of value sales. The popularity of its flagship Hextril brand resulted in a rather high level of self-medication. However, Pfizer Consumer Healthcare often lent more support to Listerine, the leading brand in mouthwashes/dental rinses. Thus, the brand was unable to avoid an increasingly strong decline in its share over the review period and more particularly over 2013-2015.

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Industry Prospects

The main trend in sales of adult mouth care are expected be the cannibalisation, initially by standard mouthwashes and thus the battle between Listerine, its followers and private label, and then between the leader, Hextril, and its challengers, Perio-Aid and Eludril. Another constraint is the level of concern regarding oral hygiene in Belgium, which is among the lowest in Europe according to players operating in beauty and personal care. Around two-thirds of Belgian consumers buy less than one toothbrush per year, which is much lower than the three toothbrushes purchased by Swiss consumers. Thus, limited consumer awareness regarding the incidence of mouth ulcers and other oral hygiene problems is not likely to improve in the short term.

Report Overview

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

The Adult Mouth Care in 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
* 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 Adult Mouth Care in Belgium?
* What are the major brands in Belgium?

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