How Smaller Brands Can Tap Into the Russian Oral Care Market

Out of habit, Russians are likely to continue purchasing the same oral care products, which leaves well-established brands at an advantage.

By featuring natural and botanical ingredients smaller brands have an opportunity to increase their Russian consumer base, according to a study by Canadean of 2,000 Russia-based consumers.

Consumer Characteristics

  • Nine out of 10 Russians find it important to have healthy teeth and gums;
  • Russian consumers rarely have an emotional connection to their choice of toothpaste or mouthwash; and
  • They often pick certain products out of habit or due to better prices.

Catching the Eyes of Russian Consumers

“To catch the consumer’s eye, new launches should promote the artisanal traits of the product and imply higher quality. This can be achieved by using authentic recipes and ingredients that will reflect positively on consumers’ oral health,” says Veronika Zhupanova, analyst at Canadean.

Highly Influential: Botanical, Natural and Organic Ingredients

More than two thirds of Russians find botanical, natural and organic ingredients important (68% and 67%, respectively).

Manufacturers should turn to traditional medical ingredients that have been known and respected by generations, according to Canadean.

Zhupanova says: “Ingredients such as galipot and calendula are known for their healing properties. Brands should use trendy ingredients, such as superfoods, a high concentration of vitamins or charcoal—which is becoming popular for its absorbing properties and natural origin.”

Consumers perceive smaller brands as more trustworthy and artisanal, so it is easy for them to tap into this consumer insight.

Case Study

Manufacturer SPLAT launched Siberry (Siberian Berries) toothpaste, featuring extracts of superfood berries such as juniper, sea buckthorn and cranberries.

Also, the toothpaste claims to contain Olaflyur, an organic form of fluoride, adding a more personalised and craft touch to the product. “This toothpaste appeals to consumers who are interested in smaller and more artisanal brands that offer a holistic approach to health and beauty,” adds Zhupanova.


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