Ken Research announced
its latest publication on, “Consumer and Market Insights: Oral Hygiene in Brazil” offer insights on the changing trends and key issues within the Brazil’s
Oral Hygiene market.The publication includes an insightful analysis of consumer
behavior, packaging trends, leading players and distribution trends withinBrazil’s
Oral Hygiene market. The analysis of the aforementioned trends has
been done across six product categories within the market: Breath Fresheners, Dental
Floss, Denture Care, Mouthwashes, Toothbrushes & Replacement Heads and
Toothpaste with further individual products under them.
Overview of Brazil’s Oral
Hygiene Industry
Brazil’s Oral
Hygiene market is huge with potential growth opportunities. Brazil is among the
fastest growing beauty industries in the world, with oral hygiene market as one
of the leading market.It is also one of the leading markets among oral hygiene
markets of BRICS countries.Products like toothpaste and toothbrush have high
penetration in Brazil’s society, however, companies have opportunities to
develop product with specific feature under secondary oral care products. Oral
health is of utmost importance in Brazil. The dental market is ranks third in the
world after the US and China, implying growth opportunities in dental market.
The market is also marked by the presence of global companies offering products
from their international portfolio to provide for wider range of options to the
local consumers.
Looking at the
current landscape, the Toothpaste category has the largest volume share in 2015,
with toothpaste as well as mouthwash to show fast growth in coming years.The
Procter & Gamble Company and Colgate-Palmolive Gmbh are the leading market
players, with Colgate-Palmolive capturing a 48% value share. Among various
distribution channels, hypermarkets & Supermarkets is the leading
distribution channel accounting for more than half of the overall Oral Hygiene
products distribution in Brazil. Among various types of packaging, Flexible Packaging
is the mostly used mode.
Key Factors Driving Growth
in Brazil’s Oral Hygiene Industry
Along with
economic recovery, dynamic consumer behaviour, companies’ promotional
activities and presence of various international brands has boosted the growth
of oral hygiene market of Brazil. The rising population of Brazil along with
the emerging middle class has increased the consumer base for the oral hygiene
market.
Consumer
preferences have been changing over the time. With rise in disposable income
and positive expectations for the economy, the demand for improved oral care
products like mouthwash, dental floss, denture care, whitening strips have
increased. Also, image consciousness has, along with rising income has
encouraged consumers to trade-up for expensive premium oral care products.Teeth’s
whitening is a local trend there.
Companies’ are
also investing huge amounts on promotional activities to attract consumers,
innovating and launching new products to provide for a wider variety of
products to consumers as well as on digital advertisement and campaigns to
increase and maintain their popularity. They are also shifting towards online
selling, making shopping convenient to consumers. The beauty and personnel care
industry is among the top industries as per the advertisement spending share.
For e.g. in 2009, Johnson & Johnsontargeted the emerging middle classes of
Brazil, which was not using mouthwash as much as rich Brazilians, so the
company developed an affordable product called ‘Essencial’ and spent lots on
advertising.
Presence of
various international brands including various largest brands of Europe and
North America is an important feature of Brazil’s oral hygiene industry. Brazil
is considered as a growing market and hence, the internationals brands are
expected to enter the Brazil’s market in future as well marking their presence
into different categories. They use different strategies to capture the
Brazil’s huge oral hygiene market. For e.g. Listerine company puts its
mouthwash in public toilets for free so they can try the product.
Some of the key
macroeconomics trends driving growth in oral hygiene industry:
- Increasing populations with rising middle class.
- Favourable economy outlook with rising GDP and hence increasing consumer confidence leading to increased spending.
- Increasing purchasing power along with rising GDP per capita, during economic recovery.
- Non-increasing unemployment rates with increasing labour force, hence increasing consumer base.
Future of Brazil’s Oral
Hygiene Industry
Brazil has a
massive oral hygiene market with potential growth opportunities especially in
dental care. On account of key driving factors such as increased demand for
improved oral care products and image-consciousness among consumers, companies’
promotional activities and presence of various international brands, the oral
hygiene industry of Brazil is forecast to register growth in value as well as
volume terms during 2015-2020.Toothpaste category is projected to witness
fastest growth during 2015-2020. Also, secondary oral care product such as
mouthwash is expected to register a CAGR of 12.5% during 2015-2020. To cater the
growing demand for improved oral care, companies will focus on innovating and
launching new oral care products.The Procter & Gamble Company and
Colgate-Palmolive Gmbh will continue to be the leading market players in the
country with Colgate-Palmolive ahead of P&G in market share terms. Among
the various distribution channels, hypermarkets & supermarkets will
continue to lead the market channels.The use of Flexible Packaging is expected
to grow at a CAGR of 14.0% during 2015-2020.
Follow the link to know more about publication:
Related
links:
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Fresh Up Italia
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The Procter & Gamble
Company
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Dr. Fresh Inc.
-
Condor Sa
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Colgate-Palmolive Gmbh
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Johnson & Johnson Gmbh
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Dentek Oral Care Inc.
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Hypermarcas S.A.
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Acryline
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Glaxosmithkline Plc
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Prestige Brands Inc.
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Combe Incorporated
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Reckitt Benckiser Plc
-
Henkel Ag & Co. Kgaa
-
Unilever Plc.
Contact:
Ken Research
Ankur Gupta, Head Marketing &
Communications
+91-124-4230204
