ORAL CARE MARKET
Leading brands battle for controlling share of Nigeria’ s oral care market
Oral care is an essential practice carried out daily by families across the world. Hence, it has continued to attract investors in the fast moving consumer goods segment. A global research report estimated the global oral care market to be $ 39.1 billion in 2014. It is expected to hit $ 50.8 billion by 2020. With a population of about 170 million, Nigeria is an attractive readymade market for oral care products, especially toothpaste. As at the last count, it was observed that over 30 toothpaste brands are jostling for market share nationwide. While some have emerged top of the pile brands with national spread, some products are regional players.
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