Boston, MA -- (SBWIRE) -- 08/25/2014 -- Finnish consumers continued to strive for whiter teeth. Compared to the US for example, the selection of teeth whitening positioned products remained rather modest, but it continued to expand in 2013. The increasing popularity and willingness to invest in a whiter smile led not only to increasing popularity of whitening toothpaste, but more and more Finnish consumers are also getting their teeth whitened by professionals at dental clinics.

Competitive Landscape:

Unilever Finland continued to lead sales in 2013, recording retail value share of 30%. The company marketed the best-selling oral care brand Pepsodent, which witnessed product development and advertising as well as excellent visibility and distribution. The brand's portfolio is wide and includes products for not only different oral care health issues but also different age groups such as those for children and anti-ageing products. However, competition within Finnish oral care is intense and the company is increasingly challenged by other players in the field.

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Industry Prospects:

Tooth whitening will continue to drive the innovation in dental care. Finns will be willing to spend more on products with tooth whitening that are the driver for the innovation that are impactful. Tooth whitening features will be demanded in toothpastes and electric toothbrushes. It is also likely that the currently negligible tooth whiteners will see more launches in specialist and grocery retailer channels during the forecast period.

Report Overview:

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Finland 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 Finland?
- What are the major brands in Finland?
- 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

Product coverage: Dental Floss, Denture Care, Mouth Fresheners, Mouthwashes/Dental Rinses, Tooth Whiteners, Toothbrushes, Toothpaste.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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