The research study covers the present scenario and growth prospects of the global oral hygiene market for 2016-2020. The report segments the market based on product into two main segments which are primary oral hygiene products and secondary hygiene products, of which the primary products segment dominated the market with over 73% of the market share in 2015.
Technavio analysts highlight the following three factors that are contributing to the growth of the global oral hygiene market:
- Demand for luxury or premium products
- Increase in demand for cosmetic dentistry
- Increased marketing and promotions
Demand for luxury or premium products
The premium segment accounted for more than 34% share of the global personal and beauty care market in 2015, and this share will increase during the forecast period with an increase in demand for luxury beauty brands. It has been noted that consumers are increasingly adopting premium range and comparatively expensive personal care products, which includes teeth whitening and denture care products. Consumers are willing to pay extra for the premium products because they ensure quality, performance, and durability.
According to Abhay Sinha, a lead analyst at Technavio for health and wellness research, “The increase in overall awareness about health and hygiene has also led to an increase in demand for premium products even among men. Premium products incorporate organic components that are safer than traditional oral care or hygiene products. Improved markets and increased disposable incomes will boost the demand for premium oral hygiene products in the future.”
Increase in demand for cosmetic dentistry
The desire to have white teeth compels consumers to buy teeth whitening products. According to the American Academy of Cosmetic Dentistry in the US, around 99% people believe that a smile is the most important social asset.
Previously, approaches to improve the appearance of teeth were limited to straightening crooked teeth. However, now there are advanced whitening products that can enhance the appearance of teeth by removing stains and treating discolorations. The high adoption of these products has paved the way for cosmetic dentistry. Apart from that, veneers, crowns, and inlays or onlays are also popular cosmetic treatments used by consumers to improve their dental health and appearance. This is significantly contributing toward the revenue generated by the oral hygiene market.
Increased marketing and promotions
The global oral hygiene market is becoming intensely competitive, with vendors putting a lot of effort and money into the marketing and promotion of their products. The main motive behind marketing and promotions is to reach out to a large number of consumers, make them aware of the products, and build a brand image.
In order to achieve a break through into the market, capture market shares, and create brand awareness, the vendors are investing heavily in unique ways of marketing to promote their products. For instance, in 2014, Lion, a Japanese oral care vendor, updated its main brand Clinica under the new slogan of preventive dentistry, communicating to the consumers that their daily oral care routines can significantly contribute to their oral health. With this new theme, the company ran a large promotional campaign. The brand was endorsed by dentists in advertisements and in-store display materials. The companies also focused on non-traditional promotional channels such as videos and posters to increase awareness.
Vendors are also increasing their online presence by launching campaigns and competitions for consumers in their online portals and social networking sites. Vendors often use a spokesperson such as a famous celebrity to promote their brands, as they can influence consumers to use their products. One of the key marketing strategies in North America is digital branding. “Many large companies are trying to reduce their dependence on traditional marketing channels and increase their focus on digital branding. Hence, the focus on innovative marketing strategies is expected to increase in the future, and is further expected to have a strong impact on the market during the forecast period,” says Abhay.
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