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Polish Oral Care Market monitored by professionals ardently: Ken Research

Posted on 29 September 2017 by KenResearch Consumer Products and Retail,

Hygiene and personal image are the two significant aspects that determine and drive the oral care market in Poland. In the wake of rising awareness among the Polish people for the significance of the proper oral hygiene, an increasing proportional of Poles have started cleaning their teeth twice a day or more. The growing need of the Polish consumers for fresh breath and healthy looking teeth also stems from an inherent desire to have a better personal appearance. Consequently, further growth of oral care market is expected in the near future in Poland thereby breaking the shackles of the saturation that it has been into from some years in the past.

The efforts put in by dental hygienists and dentists to impart education and awareness about oral care and regarding the importance of oral hygiene among people, the increasing need of Polish people to avoid oral health problems, the rolling out of new and sophisticated oral care products by manufacturers that promise to give extra benefits like 2-in-1 products (those with mouthwash and toothpaste both combined), teeth whitening products, gum strengthening products etc. have been supporting and promoting the consumption of the plethora of oral health care products in Poland. Also, it was noticeable that products with natural ingredients were seen to be having an increasing demand.

The report titled “Oral Care in Poland”, guides the reader in developing an understanding of the shape and size of the oral care market in Poland. Covering the market in the forms of various categories of dental floss, denture care, mouthwashes or dental rinses, toothbrushes, tooth whiteners, toothpaste and mouth fresheners, the report predicts the future trajectory of the market and identifies those sectors which are driving the growth in the market.

The oral care market in Poland was led by Procter & Gamble and Colgate – Palmolive Polska in 2016 with a combined value share of about 52%. Commonly recognizable brands are Colgate Total and Colodent. In toothbrush category too, Procter & Gamble has the sway over the market. Different variants are offered in the toothpaste segment in order to address variety of tooth and oral cavity problems.

Sales of the oral care products are expected to increase by a healthy growth rate if compounded annually in terms of value of sales, the growth being primarily driven by the rising awareness among Polish people of the benefits of proper oral care and disastrous results if it is avoided, leading to more spending on diversified products and not being limited to basic products like toothbrushes and toothpaste. Various types of mouthwashes, dental floss etc. are seeing increase in sales. However, it is anticipated that the Polish people will remain loyal to traditional manual toothbrushes which are perceived as efficient, less costly and convenient by them, and power toothbrushes will lose the battle against the manual ones in the field of popularity. More expensive than the basic range products are expected to increase growth in the value sales over the forecast period. In terms of toothpaste, manufactures will focus on products that are versatile and expected to produce whitening effects, in addition to providing professional oral care.


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Ankur Gupta, Head Marketing & Communications
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