Ken Research announced its latest publication on, “Consumer and Market Insights: Oral Hygiene in Colombia”, offer insights on the changing trends and key issues within the Colombia’s Oral Hygiene Retail Market.The publication includes an insightful analysis of major players, packaging modes and distribution channels within Colombian Oral Hygiene Market. The analysis of the aforementioned trends has been done on the basis of sub-categories within the market such as Breath fresheners, Dental Floss, Denture Care, Mouthwash, Toothbrushes and replacement heads and toothpaste.
Overview of Colombia’s Oral Hygiene Market
Oral care in Colombia is drifting between complete care and specialized products. The approach is quite different depending on the category, enhanced products are being demanded by consumers. Complete care mouthwashes are booming accompanied by complete care or specialized toothpastes. Oral hygiene, which primarily comprises toothpastes, toothbrushes, and mouthwashes, is one of the categories with the highest reach in the personal care sector. And within oral hygiene, the toothpaste category is the largest and fastest growing, and is also forecasted to register fastest growth during 2015-20. In terms of volume share, among the six categories analyzed, Toothbrushes and Replacement Heads has the largest volume share followed by the toothpaste category.
There are many players in the Colombian Oral Hygiene Market which includes Colgate- Palmolive GMBH, Johnson and Johnson GMBH, Glaxosmithkline Plc, the leading players among which are Colgate – Palmolive GMBH, and the Procter and gamble company.
Another important area of concern is the distribution channel and the packaging mediums for oral hygiene products. The leading distribution channels include Hypermarkets &Supermarkets accounting for half of the overall Oral Hygiene products distribution in Colombia. Online sales of these products is also likely to gain popularity in the country. About the packaging, the use of Flexible Packaging is forecasted to register fastest growth during 2015-2020
Key Driving Factors inColombia Oral Hygiene Market
Increasing per capita income along with brand consciousness and improved health awareness are some of the key factors expected to drive growth of the Oral hygiene market in Colombia. Trying to capitalize on this lucrative market, brands launch and test a large number of new and innovative concepts every year. In addition consumers have raised expectations from the oral hygiene products, such as cleaning, germ killing, cavity protection, strengthening, etc. Then, there are advanced benefits like gum care, sensitivity, whitening, etc. Products with essential care benefits are suggestive of having a higher success rate than those with advanced care.Consumer education is another important factor driving growth. Advertisement by oral care companies has enabled growth in the rate at which consumers use and replace oral care products, such as toothbrushes. Furthermore, advertisements using images of bacteria were effective in convincing consumers to replace toothbrushes more frequently since Colombians are extremely hygiene and health conscious. As a result, manual toothbrushes and replacement caps had the largest share in volume terms.
Future of the Oral Hygiene Market
The oral care sector in Colombia is expanding to address a wider range of oral health issues, as evident in new products such as Braun Oral-B Pro-Salud which is focused on competing with Colgate Total. However, since many oral hygiene products cater to a wide range of oral health issues, addressing a wide range of oral health issues is, therefore, not a new trend anymore.Companies are innovating the oral hygiene products based on the importance consumers are giving to aesthetic benefits in oral care (teeth whitening for instance) and the rising awareness of sensitive teeth amongst consumers. An appealing smile and white teeth is becoming the prime need of every consumer.
–The Procter & Gamble Company
-Sunstar Suisse S.A.
-Johnson & Johnson Gmbh
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