Middle East & Africa Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Middle East & Africa Oral Care Market size is expected to grow from USD 2.87 billion in 2023 to USD 4.55 billion by 2028, at a CAGR of 9.70% during the forecast period (2023-2028).

Key Highlights

• The oral care market is primarily driven by consumers' widespread use of toothpaste and toothbrushes. Toothpaste, being the most commonly used oral care product, contributes significantly to the market share in the region. Moreover, toothpaste with specific functions, such as sensitivity and teeth whitening, tends to attract consumers in the market. As a result, the demand for toothpaste brands like Meswak and Sensodyne, as well as innovative toothpaste products, has been observed in the market.
• Consumers also prefer alcohol-free mouthwash products to maintain fresh mouth odor, treat dry mouth, and prevent other oral diseases. The availability of such products in the market has led to increased consumer preference and subsequent sales of oral care products. The rise in purchasing power, competitive prices, convenience, and health awareness among consumers are also contributing to the growth of the oral care market.
• Dental floss is increasingly becoming a crucial component of oral hygiene routines to eliminate plaque from areas where a toothbrush cannot reach completion. With consumers willing to spend more on advanced products, the demand for water flossers is expected to rise in the upcoming years. Furthermore, flossers are effective in cleaning trapped food particles and crevices between braces, leading to increased sales of these products in the oral care market.
• In conclusion, the oral care market is driven by various factors, including the widespread use of toothpaste and toothbrushes, increased consumer preference for innovative products, and the rise in health awareness among consumers. The demand for advanced oral care products, such as water flossers, is expected to grow in the future.

Middle East & Africa Oral Care Market Trends

Rising Demand for Eco-friendly and Organic Products

• Rapid urbanization, improved purchasing power, and increased promotion of naturally sourced products have contributed to the growing awareness of the benefits associated with organic personal care products, particularly oral care products, in countries such as Saudi Arabia, the United Arab Emirates, and South Africa.
• With the COVID-19 pandemic, there was a significant shift toward adopting healthy oral habits to restrict the spread of the virus. Additionally, eco-friendly, natural, and organic products are gaining importance in the market due to their natural ability to clean and maintain oral hygiene.
• Manufacturers are responding to this trend by introducing innovative products such as bamboo brushes and vegan toothpaste, which are gaining customer attention and helping to increase brand awareness and customer loyalty. These organic oral care products not only help prevent oral diseases but also promote oral hygiene. As consumers become increasingly aware of the benefits of organic personal care products, the demand for these products is likely to continue growing.

Saudi Arabia Dominates the Market

• The lack of awareness about oral healthcare in Saudi Arabia is a significant issue, particularly among children. According to the World Oral Health Report 2022, dental caries among Saudi Arabian children range from medium to high.
• To address this issue, the local government and private institutions are increasing efforts to improve oral health awareness, especially since the pandemic outbreak, which has heightened people's awareness of the importance of maintaining good oral health to prevent dangerous infections.
• Furthermore, as consumers become more aware of the importance of oral hygiene and the spread of oral diseases, they increasingly adopt oral care practices and use different oral care products to maintain their oral health.
• Consumers are using mouthwash and toothpaste with different functions, which are being promoted and marketed by various brands. As a result, consumers are more likely to use these products, and the market is responding by introducing premium products that offer targeted treatment-based oral care.
• Manufacturers in the market are focusing on introducing premium oral care products due to consumers' increasing interest and ability to afford them. The availability of premium products in the market provides consumers with more options to choose from, and manufacturers are leveraging this trend to expand their market share. Overall, the efforts to increase oral healthcare awareness in Saudi Arabia encourage consumers to adopt good oral hygiene practices and use products that assist in maintaining oral health, positively impacting the oral care market.

Middle East & Africa Oral Care Industry Overview

The oral care market is highly consolidated, with the presence of major global players, including Procter & Gamble, Colgate-Palmolive Company, and Unilever. In the GCC and African regions, foreign companies dominate the market due to the limited prevalence of local manufacturers in these regions.

To cater to the demand of the local population, leading brands such as Colgate (excluding Max Fresh), Sensodyne, Arm & Hammer, and Aquafresh have introduced halal toothpaste in their product lines. This initiative has been well-received by the population, as it aligns with their cultural and religious beliefs. As a result, these brands have been successful in capturing a significant share of the market

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