• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Help for Indies

    The Future Has Arrived

    Shape It Up

    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Sustainable Cosmetics Summit is Online in June

    Beiersdorf and Evonik Partner on Nature Conservation Project

    Jodie Foster Wears Biography Face Oil at the Golden Globes

    Lancôme Debuts Virtual Stores

    Inter Parfums Bounces Back in Q4
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    17. Revlon

    48. Herbalife

    22. Oriflame

    7. Amway

    17. Yves Rocher
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Sustainable Cosmetics Summit is Online in June

    BASF Care Chemicals Issues Price Increase

    Innospec Increases Prices

    Amyris Buys Brazilian Clean Beauty Brand

    Ecovia's Sustainable Cleaning Products Summit Goes Online (March 23-25)
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Sustainable Cosmetics Summit is Online in June

    Beiersdorf and Evonik Partner on Nature Conservation Project

    Jodie Foster Wears Biography Face Oil at the Golden Globes

    Inter Parfums Bounces Back in Q4

    A Tube Ready for Prime Time
    Lab Equipment
    Mixing
    Packaging
    Testing

    Sustainable Cosmetics Summit is Online in June

    A Tube Ready for Prime Time

    Ecovia's Sustainable Cleaning Products Summit Goes Online (March 23-25)

    Burt’s Bees Outlines New Sustainability Goals

    Secret, Old Spice Add Refillable Deo Packaging
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    LipoTrue Inc.

    Vantage Specialty Ingredients

    Siltech Corporation

    KLK OLEO

    Centerchem Inc
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Eurotrends

    Eastern Europe Leads Gains in the Oral Care Segment

    ...

    Related CONTENT
    • Green & Sustainable Beauty Gains a Following in Europe
    • Western Europe Is a Global Deo TrendSetter
    • A Review of Europe’s Entire Body of Work
    • Reinventing the Box
    • Southwest Education Day is Aug. 21
    Imogen Matthews, Consultant12.03.18
    Despite efforts by oral care brands to encourage consumers to extend their product portfolio, many Europeans do not follow a regular brushing routine as frequently as professionals would advise. Yet, across the region there has been a robust increase in sales, suggesting there is plenty of room for growth.

    Similar to other beauty markets, growth in oral care in Eastern Europe soared 12.4% to top $2 billion in 2017, according to Euromonitor International. Double-digit growth was recorded across all product categories, including toothpaste and toothbrushes. The more mature Western European oral care market grew 2.8% to $9.6 billion during the same period. Here, dental floss and tooth whiteners posted faster growth than established sectors, such as toothpaste, toothbrushes and mouth fresheners. While Germany, the UK, Italy and France dominate in terms of sales, the fastest-growing markets are in Eastern Europe, with Turkey, Belarus, Ukraine and Georgia, all posting growth of between 7% and 13%.

    Burning Desire for Charcoal
    Despite the maturity of many European oral care markets, new product development has continued at a fast pace, especially with products offering natural or free-from ingredients. Much of the innovation is coming from smaller indie brands. For example, Aesop has moved into oral care with a toothpaste and mouthwash formulated with natural ingredients such as sea buckthorn, cardamom and wasabia japonica.

    “Ingredients such as charcoal and coconut are (also) growing in popularity due to their specific targeted effects and claimed efficacy to satisfy growing consumer demand,” said Clotilde Drape, research analyst, Euromonitor.

    Regular use of charcoal toothpaste removes stains and whiten teeth due to its light abrasive properties.

    “The trend has been around for a couple of years now and is still popular,” adds Andrew McDougall, associate director, beauty and personal care, Mintel, who points out that charcoal-based scrubs are also hitting the shelves now.

    An example is Activated Charcoal Teeth Whitening Powder from Pro Teeth Whitening Co. This 100% natural and vegan formula contains coconut shell charcoal. However, according to GlobalData’s research, just 20% of Europeans believe charcoal to be effective in a beauty/grooming product.

    “Brands need to better educate consumers of its benefits in oral health and its functionality in product formulations,” maintains Jamie Mills, analyst, GlobalData. “In doing so, this is likely to improve the longevity of charcoal usage in the industry beyond the sensory novelty it provides such as color and texture.”

    Meanwhile, Drape has noted that whitening products are on the rise in markets such as the UK, Germany and the Netherlands, where white healthy teeth are a sign of social status and healthy lifestyles.

    “In the UK, Boots is now offering a wide range of brands such as iWhite, Spotlight Whitening and Mr. Bright which all offer easy and convenient at-home whitening kits and devices,” she says.

    Routines Need Work
    And yet, Europeans aren’t all that interested in healthy teeth and gums, according to Mintel research. For example, in the UK, just 65% of adults who brush their teeth do so twice a day, while 34% of flossers use dental floss once a day, which runs contrary to professional advice that people should follow an oral care routine twice a day.

    “Elsewhere in Europe, we see that in Germany, Italy and Spain, 17% of consumers say it is only necessary to visit a dentist when they think they have a problem with their teeth,” explains McDougall, “while 53% of consumers in France say it is not necessary to use mouthwash every day.”

    Furthermore, in France and Germany, 44% and 38%, respectively, agree that it is not necessary to floss daily either.

    “Information around dental care can be confusing with conflicting messages over what is necessary and what can be harmful to oral health,” McDougall points out. “A standardized message across brands and highlighted in marketing material could help adults to follow a more accurate routine.”

    A recent UK study by sonic electric toothbrush Foreo delves further into the reasons why consumers are not adopting more vigorous routines. Nearly a quarter of respondents said they have skipped brushing their teeth because they are simply too tired, while almost a quarter (23%) of Brits have gone two days or more without brushing their teeth. However, it is men who are more likely to neglect their teeth with nearly a third (29%) having forgone brushing, compared to 17% of women. In the UK, electric toothbrush usage is increasing, which McDougall suspects is due to frequent promotions. As a result, manual toothbrush usage continues to decline. Mintel notes that some consumers use more than one type of toothbrush and manual versions are suited for on-the-go use.

    A Plastic Alternative
    Increasing demand for bamboo toothbrushes may help reverse the fortunes of the manual toothbrush category. In France, Ma Box à Dents, and in the UK, The Humble Co., offer a subscription service for biodegradable bamboo toothbrushes aimed at consumers who are reviewing their usage behavior to prevent plastic pollution.

    “Rising concerns over the amount of plastic being detrimental to marine wildlife are likely to influence the materials used,” comments McDougall. “Plastic is not inherently bad, but our throwaway use of it is.”

    Furthermore, GlobalData believes that plastic-free products are well positioned to appeal to consumers in Europe, as 42% of Europeans say that if a product was packaged without any plastic, they would buy more of the product or buy it more often.


    Imogen Matthews
    Headington, Oxford UK
    Tel: +44 1865 764918

    Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
    www.thepremiummarketreport.com
    Related Searches
    • quarter
    • dental
    • marine
    • beauty
    Suggested For You
    Green & Sustainable Beauty Gains a Following in Europe Green & Sustainable Beauty Gains a Following in Europe
    Western Europe Is a Global Deo TrendSetter Western Europe Is a Global Deo TrendSetter
    A Review of Europe’s Entire Body of Work A Review of Europe’s Entire Body of Work
    Reinventing the Box Reinventing the Box
    Southwest Education  Day is Aug. 21 Southwest Education Day is Aug. 21
    Simplicity & Functionality Define Beauty Routines Simplicity & Functionality Define Beauty Routines
    The Scent of a Woman... Or Is It a Man? The Scent of a Woman... Or Is It a Man?
    A Colorful Future for Brazil And the Rest of Latin America A Colorful Future for Brazil And the Rest of Latin America
    Your Show of Shows Your Show of Shows
    Beauty Grows in Indonesia Beauty Grows in Indonesia
    The Wipes Market, Africa Region The Wipes Market, Africa Region
    K-Beauty Must Expand Its Reach K-Beauty Must Expand Its Reach
    No Great Barrier to Entry for These Sunscreens No Great Barrier to Entry for These Sunscreens
    PCHi Trade Show Attendance Tops 25,000 PCHi Trade Show Attendance Tops 25,000
    On Your Mark...Get Set...Formulate! On Your Mark...Get Set...Formulate!

    Related Eurotrends

    • Color Cosmetics | Personal Cleansers | Skin Care
      A Global Pandemic Creates Opportunity

      A Global Pandemic Creates Opportunity

      ...
      Imogen Matthews, Consultant 02.01.21

    • Pandemic Puts the Focus On Personal Cleansers

      Pandemic Puts the Focus On Personal Cleansers

      ...
      Imogen Matthews, Consultant 01.06.21

    • Functional Ingredients | Oral Care
      Fighting Tooth & Nail In the Oral Care Sector

      Fighting Tooth & Nail In the Oral Care Sector

      There’s a strong link between natural and innovation, according to GlobalData.
      Imogen Matthews, Consultant 12.02.20


    • Color Cosmetics | Pigments
      Industry Can’t Make Up for Pandemic Hardships

      Industry Can’t Make Up for Pandemic Hardships

      ...
      Imogen Matthews, Consultant 11.05.20

    • Functional Ingredients | Hair Care | Packaging | Surfactants
      It’s Time to Rebuild the Hair Care Market

      It’s Time to Rebuild the Hair Care Market

      ...
      Imogen Matthews, Consultant 10.06.20

    • Actives | Functional Ingredients | Hair Care | Skin Care

      Why More Europeans Take To Beauty Supplements

      Joining the more traditional hair and nails supplementation are effervescents, liquids and gummies that are more pleasurable to take than tablets.
      Imogen Matthews, Consultant 09.03.20


    • Hair Care | Skin Care
      Coronavirus Puts Damper on Green Product Sales

      Coronavirus Puts Damper on Green Product Sales

      ...
      Imogen Matthews, Consultant 08.03.20

    • Functional Ingredients | Personal Cleansers
      Pampering-in-Place During a Pandemic

      Pampering-in-Place During a Pandemic

      Imogen Matthews on what consumers want to assuage their concerns.
      Imogen Matthews, Consultant 06.12.20

    • There’s an Air of Uncertainty In a Weak Fragrance Sector

      There’s an Air of Uncertainty In a Weak Fragrance Sector

      ...
      Imogen Matthews, consultant 05.01.20


    • Actives | Functional Ingredients | Packaging | Polymers | Sun Care | Testing
      Convenience Is Critical to Sun Care Formulations

      Convenience Is Critical to Sun Care Formulations

      Manufacturers respond with innovative formulations and packaging.
      Imogen Matthews 04.01.20

    • There a Transformation In Men’s Grooming

      There a Transformation In Men’s Grooming

      ...
      Imogen Matthews, Consultant 03.02.20

    • More Europeans Step Away From Multi-Product Routines

      More Europeans Step Away From Multi-Product Routines

      ...
      Imogen Matthews 02.03.20


    • Functional Ingredients | Personal Cleansers | Surfactants
      Quality & Sustainability Lift Personal Cleanser Sales

      Quality & Sustainability Lift Personal Cleanser Sales

      ...
      Imogen Matthews, Consultant 01.03.20

    • Actives | Functional Ingredients | Oral Care
      Plenty to Smile About in European Oral Care

      Plenty to Smile About in European Oral Care

      ...
      Imogen Matthews 12.02.19

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care

      Inclusive Beauty Trend Drives Makeup Sales

      ...
      Imogen Matthews, Consultant 11.01.19

    Trending
    • When The FTC Comes Calling...
    • MAC Appoints SVP, Global Marketing
    • Formulating Liquid Laundry Detergents
    • What You're Reading On Happi.com
    • Products Of The Year
    Breaking News
    • Sustainable Cosmetics Summit is Online in June
    • Beiersdorf and Evonik Partner on Nature Conservation Project
    • Jodie Foster Wears Biography Face Oil at the Golden Globes
    • Lancôme Debuts Virtual Stores
    • Inter Parfums Bounces Back in Q4
    View Breaking News >
    CURRENT ISSUE

    February 2021

    • Help for Indies
    • Trade Association Directory 2021
    • The Future Has Arrived
    • Shape It Up
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    AHPA Submits Comments to FDA on Proposed Traceability Rule
    Martin Bauer Group Acquires Majority Stake in Beverage Company Power Brands
    Gencor Announces Positive Results in VeriSperse Bioavailability Study
    Coatings World

    Latest Breaking News From Coatings World

    IFS Coatings Breaks Ground on 70,000-Square-Foot Expansion
    Nouryon Agrees to Divest Salt Specialties Business to Salins Group
    PPG Appoints John Stephenson as Director, Acquisition Integration
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Quidel's QuickVue At-Home COVID-19 Test Earns EUA
    Memic Receives FDA Marketing Authorization for Hominis
    Varian CEO to Retire Following Siemens Healthineers Acquisition
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Strata Oncology Unveils Strata PATH Trial
    Alimentiv Acquires McDougall Scientific
    Q BioMed Inks Strontium89 Supply Pact
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Inter Parfums Reports a Strong Fourth Quarter
    Universal Engraving Announces New President
    Raw Sugar Living Expands to Target with New Collection
    Happi

    Latest Breaking News From Happi

    Sustainable Cosmetics Summit is Online in June
    Beiersdorf and Evonik Partner on Nature Conservation Project
    Jodie Foster Wears Biography Face Oil at the Golden Globes
    Ink World

    Latest Breaking News From Ink World

    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Crossmark turns to Eagle Systems for cold foil
    Maxcess launches Tidland PressureMax Airshaft Pressure Monitoring System
    CP Printing adds Colordyne 3800 Series AP – Retrofit
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Domtar Completes Sale of Personal Care Business
    Mitsui to Sell Chinese Nonwovens Business
    Dr. J's Disinfectant Wipes Approved for Distribution in CA
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA Approves Accufix Surgical's Accu-Joint Hemi Implant
    FDA OKs Q-Collar Device to Protect Athletes’ Brains During Head Impacts
    SeaSpine Releases Reef TO (TLIF Oblique) Interbody System
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login