Boston, MA -- (ReleaseWire) -- 06/02/2014 -- There was a growing focus on oral hygiene in Saudi Arabia in the second half of the review period. The incidence of dental problems is high in Saudi Arabia due to poor awareness of oral hygiene, with many being reluctant to visit dentists due to high costs and failing to clean their teeth regularly. There was growing media coverage of these issues during the review period, while the government also invested in consumer education campaigns from 2010 onwards. The leading brands in oral care and oral care appliances also sought to improve consumers' oral hygiene routines, with Braun Oral-B and Crest notably teaming up with Batterjee Medical College from 2012 to offer free dental examinations and advice.
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Oral-B Laboratories was the clear leader in personal care appliances at the end of the review period, accounting for 24% retail volume share in 2013 and also seeing the strongest share gain of half a percentage point over the previous year. This company benefited from its close links with dentists and health authorities and from its investment in consumer education campaigns. 2012 for example saw the company launch the Healthy Mouth, Healthy Nation campaign in Saudi Arabia.
A growing focus on oral hygiene is expected to be the main driver of growth for personal care appliances during the forecast period. The government, oral care and oral care appliances players and the Saudi media will all focus on highlighting oral health issues in the country during the forecast period and on educating consumers about optimum oral care regimes. Growing awareness is expected to particularly benefit battery toothbrush units, which will see the strongest retail volume growth of 8% CAGR during the forecast period and will dominate overall sales by 2018 with 50% share. Consumers will however be reluctant to invest in electric toothbrush units due to high prices for these products, with many also being persuaded by strong marketing claims for battery toothbrush units. Electric toothbrush units is thus set to see ongoing decline with an overall retail volume decline of 20% expected for the forecast period.
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