New Report Available: Oral Care in Saudi Arabia

Boston, MA -- (SBWire) -- 11/11/2014 --There was growing media coverage of the benefits of oral care in 2013, following statements made by dentists in February 2012 that the majority of consumers do not follow adequate oral care regimes, stating that many view chewing gum as an adequate substitute for cleaning teeth. However, sales of oral care products continued to be limited by the widespread popularity of miswak as a means of cleaning teeth, particularly as miswak is recommended by the Prophet Mohammed?s writings. These statements were made at a Johnson & Johnson workshop in Dubai focused on oral care in Saudi Arabia, but were widely reported in media across the Middle East. Dentists called for more frequent dental visits, claiming that most adults only visit a dentist when in pain, and highlighted the link between poor oral hygiene and heart disease. Growth in oral care thus continued to be constrained by low consumer awareness at the end of the review period.

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Competitive Landscape

Binzagr Lever led oral care throughout the review period, and accounted for a steady 44% share of overall value sales in 2013. The company benefits from offering the Signal and Close-Up brands, with these being the leading two brands in overall oral care. Whilst both brands offer manual toothbrushes, with the company ranking third in this category with an 18% value share in 2013, the company?s sales mainly stem from toothpaste. The company benefits from offering a clearly-positioned value-added range, including products such as Signal Extra Whitening, Signal Cavi-stop and Signal Sensitive. The company dominated toothpaste with a 60% value share in 2013.

Industry Prospects

There is expected to be increasing investment in consumer education campaigns in oral care during the forecast period, both from the government and from leading players such as Procter & Gamble and Oral-B. The government is keen to encourage consumers to take better care of their teeth in order to improve the nation?s wellbeing, whilst the leading players recognise that there is considerable potential for sales growth if more consumers use oral care products on an everyday basis. There is expected to be a strong focus on offering consumers convenience, with Procter & Gamble and Oral-B?s focus on hypermarket locations for dental check-ups and advice proving hugely successful in 2012.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Saudi Arabia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth  
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Oral Care in Saudi Arabia?
- What are the major brands in Saudi Arabia?
- Which type of toothpaste is most popular?
- How are sales of manual versus power toothbrushes faring?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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