Italy Oral Care Market Analysis

Italy Oral Care Market Executive Summary

Italy's Oral Care market was valued at $846 Mn in 2022 and is estimated to expand at a CAGR of 5.7% from 2022 to 2030 and will reach $1317 Mn in 2030. Italian consumers are concerned about mouth hygiene and demand high-performance, simple items. Despite the fact that the crisis has remained stable in the last year, Italians have realised the importance of good oral hygiene in preventing problems in the oral cavity; additionally, oral hygiene is experienced with a positive attitude, associated with feelings of well-being, freshness, and self-confidence. Because the Italian welfare system does not provide dental care and the private system is expensive, Italians strive to take care of their teeth by postponing dental visits. Furthermore, all Italian citizens and residents have access to healthcare, which is mostly supplied by public providers with some private or public-private partnerships. The public healthcare system only provides 5-8% of oral healthcare treatments. Dental treatment is generally not covered, with the exception of children under the age of 16, vulnerable groups, and persons in economic or emergency need.

Market Dynamics

Market Growth Drivers

There is growing awareness among Italian consumers about the importance of maintaining good oral hygiene. In 2020, 77% of Italians reported brushing their teeth twice a day, up from 70% in 2010. This trend is expected to continue, driving demand for oral care products. Italy has one of the oldest populations in Europe, with a median age of 45 years. As people age, their oral care needs change, and they may require more specialized products, such as denture care products or products for sensitive teeth. This demographic trend is expected to drive demand for such products. Italian consumers are becoming more health-conscious and are willing to pay a premium for natural and organic products. According to a report, natural and organic oral care products are expected to grow at a CAGR of 3.3% between 2020 and 2025 in Italy. The oral care industry is constantly evolving, with new technologies and innovations being introduced. For example, electric toothbrushes are becoming increasingly popular in Italy, with sales growing at a CAGR of 7.4% between 2016 and 2022. This trend is expected to continue, driving demand for electric toothbrushes and other innovative products. The growth of e-commerce and online sales channels is also contributing to the growth of the Italian oral care market.

Market Restraints

Italy's economy has been volatile in recent years, with periods of recession and slow growth. This has affected consumer spending, including spending on oral care products. The COVID-19 pandemic led to a 20% decline in the Italian oral care market in 2020, as many consumers reduced their spending on non-essential items. Private-label brands are becoming increasingly popular in Italy, especially in the mass-market segment. This competition from private-label brands can make it challenging for branded products to stand out and maintain their market share. Italy has strict regulations governing the marketing and sale of oral care products. For example, all oral care products must be registered with the Italian Ministry of Health before they can be sold in the market. This can be a time-consuming and expensive process for manufacturers and can make it challenging for new companies to enter the market. The distribution of oral care products in Italy is heavily concentrated in a few major retail chains, such as pharmacies and supermarkets. This can make it challenging for new products or brands to gain visibility and reach a wide audience.

Competitive Landscape

Key Players

• Dr. Barbara Babiu Dentistry
• 3AM
• Italian Salus Company
• A-Dec Inc
• Biolase
• Carestream Health
• Dentsply Sirona
• Envista Holdings Corporation
• Marvis
• Pasta Del Capitano

Healthcare Policies and Regulatory Landscape

In Italy, the healthcare policy and regulatory framework for oral care products are primarily governed by the Italian Ministry of Health, the Italian Medicines Agency (AIFA), and the European Union (EU) regulations. The Italian Ministry of Health is responsible for regulating the safety, efficacy, and quality of oral care products in Italy. All oral care products must be registered with the Ministry of Health before they can be marketed and sold in the country. The registration process requires manufacturers to provide detailed information about the product, including its composition, labeling, and clinical data to support its safety and efficacy.

The Italian Medicines Agency (AIFA) is responsible for regulating the marketing and distribution of oral care products in Italy. It is also responsible for monitoring the safety and efficacy of these products and can issue recalls or suspensions if necessary. In addition to Italian regulations, oral care products sold in Italy are also subject to EU regulations. The EU has established the European Medicines Agency (EMA) to regulate the safety and efficacy of all medicines, including oral care products, sold in the EU market.

The EU also enforces regulations related to the labeling and advertising of oral care products. For example, all labeling and advertising must be clear and accurate and must not make any claims that are not supported by scientific evidence.

Reimbursement Scenario

Oral care products and treatments are generally not covered by the Italian National Health Service (SSN) unless they are deemed medically necessary for the treatment of a specific condition or disease. This means that most oral care products, such as toothbrushes, toothpaste, and mouthwash, are not reimbursed by the SSN. However, there are some exceptions to this rule. For example, patients with certain medical conditions, such as diabetes or cancer, may be eligible for reimbursement of some oral care products and treatments that are deemed necessary for the management of their condition. Additionally, some private health insurance plans may provide coverage for oral care products and treatments. The extent of coverage and reimbursement rates can vary depending on the plan and the specific product or treatment.