Oral care is expected to see a positive performance over the forecast period with most categories set to deliver growth in volume terms. This is because Italian consumers are becoming increasingly aware of the importance of a correct and thorough oral care routine to protect against the development of dental issues.
Over the forecast period, growth in oral care is expected be driven mainly by electric toothbrushes. The category has experienced a slowdown in demand since 2021 due to a drop in purchasing power in Italy, with these products seen as an expensive and unnecessary investment by many and one that could be postponed.
The COVID-19 pandemic changed the perception of oral care in Italy, with the category shifting from essential to now merging with beauty as part of a holistic wellness routine. Consumers now have increased awareness of the importance of brushing teeth multiple times a day, as well as using other oral care products before and after brushing.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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