Tunisians are becoming more conscious of the importance of maintaining good oral hygiene standards as a preventive health measure. Consumers are increasingly willing to purchase and regularly use product types such as mouthwashes/dental rinses, dental floss, toothbrushes and toothpaste, recognising that this can reduce the likelihood that they will have to visit the dentist and therefore save them money over the long term.
Oral care is expected to post robust growth in value sales at constant 2017 prices over the forecast period. Aside from increasing consumer appreciation for the preventive dental health benefits of good oral hygiene, the growing availability of a wide range of affordably priced oral care products via rapidly expanding supermarkets and hypermarkets chains will also bolster the category’s performance.
Media reports and public education campaigns will play a key role in raising awareness of the importance of maintaining good oral hygiene standards among Tunisian consumers over the forecast period. These efforts will continue to be led by the Ministry of Health, which works to educate children on how to properly care for their teeth from an early age.
Unilever continued to lead oral care in value terms in 2017. The company maintains a wide oral care portfolio, which allows it to target a broad base of consumers, and is particularly strong in the toothbrushes, toothpaste and tooth whiteners categories.
Colgate-Palmolive remained the second leading player in oral care in 2017, and continued to post healthy growth in current value sales. Like category leader Unilever, this company maintains a wide and highly diversified oral care portfolio, and invests heavily in advertising support for its brands.
The majority of oral care brands available in Tunisia are considered standard products. Aside from pricing, these brands mainly compete in terms of advertising and distribution.
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