Premiumisation of toothpaste packaging: A global trend

04 July 2017

Toothpaste packaging is witnessing strong volume growth, benefiting both volume sales of squeezable plastic tubes and folding carton. In 2016, units of toothpaste in plastic tubes account for 11.4 billion, a 1.6 billion increase on 2011. In developed regions, where unit volumes tend to stagnate, consumers are boosting expenditure on more advanced, premium toothpaste. In terms of packaging, this results in smaller pack sizes overall as specialised toothpastes typically come in plastic tubes of75ml, while regular or economy-sized toothpastes are generally available in plastic tubes of 100ml or 125ml. Innovation remains essential to support higher unit prices (News Item Euromonitor, 3 June 2017).
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