Austrian oral hygiene market to witness slower growth in next five years: Report

Austria is likely to witness a slower growth rate in its oral hygiene market in the next five years compared to its performance in the last five years, finds a new survey by UK-based research firm Canadean – Health & Beauty.

According to the report ‘The Oral Hygiene Market in Austria, to 2016’, the oral hygiene market’s overall compound annual growth rate (CAGR) in market value for 2011-2016 stands at 3.30% as against 5.12% during 2006-2011, marking close to 36% drop.

Among all the segments that continued the slower growth rate in the forecast period, dental floss, denture care, and toothpaste have experienced a growth rate, which is nearly 44% to 45% slower to the review period.

Mouthwash and breath fresheners (non confectionery) registered 33% and 39% lesser growth rate respectively compared to their performance during 2006-2011, while toothbrushes & replacement heads was managed about 24% drop in its growth rate over review period.

The oral hygiene market has, however, made up the growth rate in volume terms, with both review and forecast periods registering 1.89%.

Among the segments, mouthwash, toothbrushes & replacement heads, and breath fresheners (non confectionery) are forecasted to post marginally higher growth rate during 2011-2016, while the remaining segments experienced lower growth rate over the past five-year period.

Market value is anticipated to grow by up to 18% over 2011, significantly lower when compared to more than 28% increase it posted in 2011 over 2006.

Toothpaste, which is the leading segment from 2006 through 2011 with a share of around 45%, is anticipated to continue its lead further, but is anticipated to lose a marginal market value share to toothbrushes & replacement heads, which follows next in market size.

Toothbrushes & replacement heads accounted for about 27% share in 2011 over 26% in 2006 and is set to growth further to 29.5%, while the toothpaste’s market value stands at 45% in 2006, 44% in 2011 and 42% in 2016.

The report further provides value and volume analysis for each segment in detail, alongside offering analysing market value by brands and distribution channel.

Click here for more details of the report.