Oral care is expected to see a positive performance over the forecast period. Most categories will continue to grow in retail volume terms, as Portuguese consumers are increasingly aware of the importance of a correct oral care routine to avoid painful dental issues such as cavities.
Over the forecast period, electric toothbrushes will register significant growth, increasing penetration. In line with declining purchasing power, sales slowed in 2023, with these products viewed as expensive and unnecessary by many.
As in many other beauty and personal categories, oral care players will develop more sustainable products across the forecast period, aligning with the rising demands of consumers. Toothbrushes traditionally use a large amount of plastic for disposable use, and trends over the forecast period will include bamboo handles and/or products with a replaceable head.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Portugal 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 Portugal, 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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