Middle East & Africa Oral Care Market Outlook, 2028

Increased awareness of oral hygiene and the routine of brushing teeth twice is prevalent in the Middle East. As a result, the use of oral care products such as toothpaste, toothbrushes, and mouthwash is increasing. The purchasing power of the people in the Middle East is increasing. As a result, spending on oral care products is also increasing. In addition to that, the use of natural ingredients in the toothpaste complies with the religious beliefs of consumers in the Middle East. The use of natural ingredients allows consumers to use such products at any time, including during fasts. The alternative ingredients also increased the use of oral care items. Increased consumer preference for toothpaste, such as Meswak and Sensodyne, and many innovative products in the Middle East and Africa markets has been observed. The availability of oral care products, competitive prices, convenience, and health awareness are continuing to drive the sales of oral care products.

According to the report, "Middle East and Africa Oral Care Market Outlook, 2028," published by Bonafide Research, the market is anticipated to add USD 1 Billion from 2023 to 2028. Increased promotions of naturally sourced products have been boosting awareness about the benefits associated with organic personal care products, including oral care products, in countries such as Saudi Arabia, the United Arab Emirates, and South Africa. Also, consumers are shifting toward eco-friendly, natural, and organic products, which shows consumer buying behavior. The manufacturers are coming up with innovative products like bamboo brushes and vegan kinds of toothpaste that attract customers' perspectives, which help increase brand awareness and customer loyalty, prevent oral diseases, and promote oral hygiene.

On the other hand, the popularity of online shopping has grown in recent years owing to its convenience. E-commerce platforms help businesses maximize their customer reach. The tips and strategies provided on these platforms for attracting customers help boost sales. Moreover, the rise in the use of computer and cellphone apps supports the trend of online shopping. It also proves to be a cost-effective option for sellers. Further, online searching for products can save money and time spent by consumers on finding the best prices. There has been a remarkable shift in the retailing of oral care products in the Middle East and Africa in recent years, as consumers can make easy and quick purchases from e-commerce platforms, compared to those at shops or supermarkets.

The availability of multiple brands on a single platform and options such as free shipping also contribute to the popularity of online shopping. Growing digitalization has led Procter & Gamble to sponsor its products on social platforms, such as Wechat, and e-commerce platforms, such as Tmall. Hello sells its products via e-commerce merchants such as Amazon.com Inc., iHerb.com, Thrive Market, and Grove Collective, as well as via its own direct-to-consumer site, Hello-Products.com, along with retail sales. Thus, the increasing popularity of online purchasing is providing novel opportunities to the oral care products market players in the Middle East and Africa region.

In addition, technological advancements and the development of new manufacturing techniques for oral care products are driving the market's growth. The increase in caries problems in children in South Africa has made oral hygiene one of the main concerns of parents. In South Africa, around 82% of children under the age of six face dental decay problems due to poor eating habits. Strict regulations are hampering the growth of the oral hygiene products market. For example, there are four main stages in the regulatory compliance process: formula review, labeling review, functional review of claims, and customs clearance. These stages take a lot of time to get approval for product launches. Another major challenge for the oral care market is product recalls. Many oral care products are recalled if any harmful side effects are found due to the usage of any ingredients, and advances in R&D will lead to the closure of older products. However, various manufacturers are focusing on producing innovative products across the region.

For instance, Oral B, the industry leader in oral care innovation, is set to launch the iOTM toothbrush in the region, ensuring a professional-level clean is achievable at home every day. This latest addition to the brand’s line of electric toothbrushes comes after six years of intensive product research and development and over 250 patents from around the world. The iO boasts a coveted position as one of 2020’s CES Innovation Award honorees due to its advanced technology. The UAE will be the first market in the Middle East and Africa region to launch the innovative Oral-B iO electric toothbrush. P&G’s use of cutting-edge technologies to develop connected, innovative products that transform everyday consumer experiences aligns with the "Creating the Future" agenda of Expo 2020 Dubai. Oral-B iOTM combines the best-ever clinical performance with a superior user experience, making it one of the industry’s most advanced brushing products.

Recent Developments:
• In April 2021, Colgate launched recyclable toothpaste in South Africa. Made from number two high-density polyethylene (HDPE), the new tubes will contain one of three Colgate Naturals toothpaste, including its charcoal, hemp seed oil, and aloe vera variants of toothpaste. The new tube is one of Colgate’s endeavors to move to recyclable and reusable plastic toothpaste packaging by 2025. The companies are moving towards environmental sustainability.
• In October 2020, R.O.C.S. oral care brand announced a new recent deal with Boots Pharmacies in the UAE. The brand will be present in Boots stores across the UAE offering main product lines for different age groups. Long-lasting teeth and periodontal hygiene are a trademark of R.O.C.S. products. This is a part of strategic positioning in the market.

Covid-19 Impacts:
The COVID-19 pandemic has become the most significant challenge in the region as it will reduce imports due to disruptions in global trade, which further increases the shortages of goods, resulting in a considerable price increase. However, rapid urbanization has improved purchasing power, and increased promotions of naturally sourced products have been boosting awareness about the benefits associated with organic personal care products, including oral care products, in countries such as Saudi Arabia, the United Arab Emirates, and South Africa. As a result, consumers in these countries increasingly prefer products with altered chemical content and added natural ingredients, leading to a rise in the consumption of organic oral care products. Further, with the easing of restrictions, dental care is now available to patients in the UAE, which will positively impact the market. With the new features and technologies, vendors can attract new customers and expand their footprints in emerging markets. This factor is likely to drive the oral care market. The Middle East and Africa oral care market is expected to grow at a good CAGR during the forecast period.

Major Companies present in the market:
Johnson & Johnson, Procter & Gamble Co., Unilever, GlaxoSmithKline Plc., 3M Company, Henkel AG & Co. KG Aa, Koninklijke Philips N.V., Colgate Palmolive Co., kao Corporation, Patanjali Ayurved Ltd., Dabur India Ltd., The Himalaya Drug Company, Ultradent Products

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Middle East & Africa Oral Care market with its value and forecast along with its segments
• Country-wise oral care market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• UAE
• Saudi Arabia
• South Africa

By Product
• Toothpaste
• Toothbrushes & Accessories
• Mouthwash/Rinses
• Dental Products & Accessories/Ancillaries
• Dental Prosthesis Cleaning Solutions
• Others

By Distribution Channel
• Supermarkets & Hypermarkets
• Convenience stores
• Pharmacies
• Online stores
• Other distribution channels

By Age Group
• Adults
• Kids
• Infants

By Application
• Home
• Dentistry

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Oral Care industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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Manmayi Raval

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