Consumers were streamlining their routines in 2019, buying brands on promotion and switching to own-label brands
While the category has shown value decline in recent years, consumer interest in new ingredients and formats can drive product repertoires.
38% of oral care users have not used but would be interested in using specialised day and night products, while 24% would be interested in oral care products with probiotics/prebiotics. As the category was in decline even before Covid-19, the pandemic is expected to have little impact.
Consumers were streamlining their routines in 2019, buying brands on promotion and switching to own-label brands already – all behaviours that are expected to continue in the years ahead.
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Written by Emilia Greenslade, a leading analyst in the health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The Covid-19 outbreak will have little overall impact on the value of the oral care category which was already in decline before the pandemic. While a recession will drive savvy shopping behaviours further in the short term, consumers were already streamlining their routines, buying on promotion or switching to own-label brands in 2019.
However, health and hygiene has become a bigger priority during the pandemic, presenting opportunities for brands to position oral care as a holistic solution to health and wellness.
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