Report: Canada’s oral hygiene market set to grow with changing consumer trends

The oral hygiene market in Canada is projected to grow at a compound annual growth rate of 2.8% from 2015 to 2020, according to a report by Canadean.

Enitled ‘Consumer and Market Insights: Oral Hygiene in Canada‘, the report states that the expansion in the oral hygiene market will be led by changing consumer needs resulting from lifestyle-related demands and changing demography. The market growth will also be affected by Canada’s increasing oral care cost.

As the consumer is getting busier, the demand for efficient and effective oral hygiene products is a major trend now. The focus is on long-lasting products that offer quick relief and convenient, resulting in the entry of a number of new oral hygiene products. The newly launched products are being promoted as ’12/24 hour protection’, ’12 hour Multi-Protection’ and ‘instant teeth whitening’.

The main category in oral hygiene products is toothpaste, which represents 38.6% of the total market value followed by toothbrushes and their replacement heads.

Meanwhile, age-specific oral hygiene products are also gaining popularity leading to an increase in demand for personalised products. Specialised products that fight tooth cavity and tooth decay are in demand from the younger and older consumers respectively.

Products that target the kids segment require personalisation in terms of attractive colourful packs and fruity flavour, while products meant for the older segment require personalisation for sensitive tooth and gums.

Products targeting senior demography, including denture care products, also need to be easy to use and have soft bristles.

The Canadean report further predicts that opportunities in the market are available for multi-purpose products that provide more than one benefit such as a toothpaste that can also be used as a mouth wash. The products with multiple benefits are positioned to cater to consumers seeking better value for money.