South America Oral Care Market Outlook, 2028

Consumers across South America are highly conscious of their oral health. Key players in the sensitivity or pain relief toothpaste and mouthwash market, such as GlaxoSmithKline Brazil Ltd., are focusing on bringing new products to retail shelves and are considering investing in offering innovative packaging with eco-friendly options in the related market with interesting innovations like authentic, traditional, enrichment, and attractive packaging, thus contributing to market demand backed by market growth. Moreover, markets such as Colombia, Nicaragua, Peru, Uruguay, Paraguay, and Costa Rica show a significant increase in value in the rest of the South American market. Many manufacturers are attracted to this overall market and strategically plan business expansions and partner with small manufacturers to increase market penetration by strengthening product distribution.

According to the report, South America Oral Care Market Outlook, 2028 the market is anticipated to grow at a rate of 6.20% CAGR during the forecast period. The South American oral care market is highly consolidated and driven by the presence of global companies such as Procter & Gamble, Colgate-Palmolive Company, and Unilever. Increased incidence of dental caries, periodontal diseases, and other dental illnesses, rising oral hygiene awareness, rising dental healthcare spending, and an increase in the number of small, private clinics with dental dispensaries are all contributing to the expansion of the South American oral care market. Oral care goods may be purchased through e-commerce portals for a variety of reasons, including the availability of multi-brand oral care products at cheaper costs, the simplicity of the purchase process, and free shipping.

The success of e-commerce sales of oral care products has led key industry participants to increase their investment in these markets. People's growing awareness of cosmetic dental treatment assists in enhancing aesthetics and keeping fresh breath, which is also one of the major causes driving up demand for oral care products in this region. However, the South American oral care market's growth is being hampered by the intense pricing pressures experienced by major players. Large stores have a lot of bargaining power; thus, the continued trend of retailer consolidation might impose cost and margin pressure on manufacturers. Furthermore, buyers' great bargaining power may have a negative impact on producers' companies. On the other hand, consumer awareness of technical advancements is stifling progress.

Manufacturers are investing in launching technologically advanced oral care products in the region. For instance, in 2021, companies like Colgate-Palmolive and Philips used a co-branding strategy to enter South American markets. Many other companies are now shifting from traditional manufacturing to sustainable, eco-friendly manufacturing and innovation. Both companies reportedly saw an opportunity to grow the market given the low usage of electric toothbrushes in South America. The product line will offer a variety of electric toothbrushes at different prices and will be available in limited countries in the region. The company’s natural and whitening product lines are reportedly driving its growth in its South America division. The company reportedly saw double-digit growth in its business in the region during Q4 2020.

On the other hand, the Smiles Forever Foundation serves as a model by which neighboring South American countries may replicate the program for training low-income women to become dental hygienists and serve disadvantaged youth who would otherwise live without access to oral health care. Brazil's oral hygiene market is massive, with numerous potential growth opportunities. Companies are also investing heavily in promotional activities to attract customers, innovating and launching new products to provide a broader range of products to customers, and in digital advertising and campaigns to increase and maintain their popularity. They are also shifting toward online selling, making shopping convenient for consumers. According to advertisement spending share, the beauty and personal care industry is among the top industries. For example, in 2009, Johnson & Johnson targeted the emerging middle class of Brazil, which was not using mouthwash as much as rich Brazilians, so the company developed an affordable product called Essential and spent a lot on advertising.

Recent Developments

• On January 11, 2022, on National Coca-Chewing Day, Bolivian President Luis Arce announced that a production plant would be established for toothpaste made from an alkaloid. An essential alkaloid in the coca leaf neutralizes cavities, so we will set up this industry factory to produce toothpaste from cocoa.
• On January 24, 2021, a study by Brazilian researchers stated that disinfecting toothbrushes should be part of hygiene habits that help mitigate infections. This also aids in the prevention of COVID-19 infection. Published in the Journal of Infectious Diseases, the researchers stressed that toothbrushes could act as reservoirs for microorganisms. This helps boost supplementary product consumption, a critical strategy for companies.
• On March 30, 2021, Colgate-Palmolive and Philips started a long-term collaboration to bring the oral care benefits of electric toothbrushes to South America. The partnership is limited to certain countries in South America. Colgate and Philips will continue commercializing their oral care products separately in other markets. This co-branding helps market reach and establishment at the target place.
• In 2021, the corporate giants introduced many innovative products that helped prevent COVID-19 and other competitive supplementary goods. Moreover, key players are heavily investing in R&D and working to introduce technologically advanced oral care products, such as electric toothbrushes.

Covid-19 Impacts:

The ongoing COVID-19 outbreak has had a major impact on oral care services in South America, with the majority of them being shut down. Due to quarantine restrictions and social distancing practices, consumers' purchasing patterns have changed to online shopping, affecting sales of dental care products. As a result, some of the most well-known brands are putting more emphasis on boosting their online presence. Due to the danger of infection when visiting dental care facilities, consumers are choosing at-home treatment. Manufacturers are also developing new products that allow consumers to use them in the comfort of their own homes. More dental facilities have just reopened; nevertheless, patients are opting for at-home dental treatments owing to the risk of infection, resulting in an increase in demand for at-home oral care. During this time, the market's major participants have continued to produce goods. The home use of oral care equipment has grown as a result of the COVID-19 epidemic.

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., Reckitt Benckiser Group Plc., kao Corporation, Dabur India Ltd., Sunstar Suisse S.A., The Himalaya Drug Company, Ultradent Products.

Considered in this report

• Geography: South America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• South America 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

• Brazil
• Argentina
• Colombia

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

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.