Future Market Insights (FMI) provides key insights on the trends impacting the Russia oral care market in its research report. According to the report, the Russia oral care market is expected to expand at a compound annual growth rate (CAGR) of 6.5% during the forecast period 2014-2020, reaching a valuation of US$ 2,993.1 Mn by 2020.
Russian oral care market is anticipated to be fuelled by rising awareness among consumers about the importance of maintaining oral hygiene. According to FMI’s research report, Russian consumers have always prioritised oral health care, however, there is a dichotomy in their buying behaviour, as not many consumers know about the ingredients used in oral care products.
According to FMI’s research report, Russian consumers are more likely to buy oral care products that they have been using for a long time. A majority of consumers have been buying the same brand, for as a long as a decade, owing to reliability and trustworthiness. According to FMI, this has made it difficult for new entrants to appeal to the consumers.
FMI expects product differentiation to be the key factor in the Russia oral care market. Incorporation of natural and organic ingredients in toothpastes and mouth rinse products can help small brands target the niche audience.
Rising disposable income and increasing awareness levels has boosted the demand for secondary oral care products in Russia. Brands are broadening their product offerings to cater to the specific demands of consumers, and experiments with new flavours to appeal to kids and young adults.
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According to FMI’s research report, specific toothpastes in Russia oral care market include toothpastes against cavities, toothpastes for complex teeth protection, and whitening toothpastes. For example, ROCS offers extensive range of oral care products in different variants, such as anti-tobacco, berry fresh, and fresh mint.
In a bid to strengthen their position in the Russia oral care market, leading brands are collaborating or acquiring local Russian brands. For example, Unilever acquired Kalina in 2011 to broaden its geographical footprint and add toothpastes, mouth fresheners, and mouthwash to its product portfolio.
Among the various oral care products available in the market, toothpastes account for more than 60% of market share in terms of value. FMI’s research report forecasts the toothpaste segment to lose 50 BPS during the forecast period 2014-2020, owing to adoption of secondary oral care products, such as mouth rinse, dental floss, and denture care.
The secondary oral care products segment of the Russia oral care market is poised to gain 80 BPS during the forecast period, owing to higher disposable income and higher awareness among consumers.
FMI has segmented the primary oral care products in the Russia oral care market into toothpaste and toothbrush.
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The toothpaste segment has been further divided into specialised, mid-tier, and kids. Among these, mid-tier segment is the most dominant, accounting for nearly 63% market share in 2014. FMI estimates this segment to expand at a CAGR of 5.1% through 2020 and reach a valuation of US$ 421.8 Mn by 2020.
Specialised segment, which includes premium oral care products, is expected to witness a high, 9% CAGR through 2020 and account for a market share of 30% by 2020. The kids toothbrush segment of primary oral care market is expected to reach US$ 79 Mn by the end of 2020.
The toothpaste segment of Russia oral care market has been segmented into gel toothpaste and non-gel toothpaste. Gel toothpaste accounts for nearly two-third market share of the Russia toothpaste market segment, and FMI expects it to reach a valuation of US$ 1,355 Mn by 2020.