Among the categories that most grow in the Brazilian oral care market the mouthwash alone sold last year R $ 368.4 million, an increase of 4.6% compared to 2014, according to the manufacturer Johnson & Johnson.

According to the manufacturer, women aged 30-49 years represent 66% of consumers of this product and B class is the biggest buyer, accounting for 60% of purchases. The product choice criteria, according to J& J are: brand benefits (such as laundering and treatment of sensitivity) and price flavor.

However, in Belo Horizonte, where the National Index of Consumer Prices (IPCA) closed the month of June with inflation of 4.92%, while the price increase of oral hygiene products was 16.64%. In Minas Gerais, since April this year, the rate for oral care products jumped 12% (December 2015) to 27% (April 2016).

According to Abihpec – Brazilian Association of Toiletries, Perfumes and Cosmetics – the high in the index is a direct reflection of the increased VAT rate that has been applied in general in the industry products.

Kantar Worldpanel consulting survey indicated a drop 11 times to 10.5 times in shopping frequency of toothpastes by the Brazilian. According to Marina Albuquerque, an analyst at Kantar, consumers are increasingly seeking more economical versions of toothpaste.

Brazil is a country that most values the health and oral aesthetics. The Brazilian oral hygiene market is the third largest in the world, behind only the US and China.