New data from Worldpanel by Numerator suggests that oral hygiene products are not part of the regular shopping habits of many Ethiopian households, with around seven in ten households not purchasing toothpaste in the past year.
The findings point to a significant gap in the adoption of one of the most widely recommended preventive oral health practices: regular toothbrushing with fluoride toothpaste.
Across much of Africa, toothpaste is a staple household product and category penetration typically exceeds 95%. Ethiopia stands apart, with the majority of households not participating in the category at all.
The data suggests that the challenge is not simply one of low consumption, but of limited adoption. Many households continue to rely on traditional oral care methods such as chewing sticks and miswak, while factors including affordability pressures, limited product availability in some areas and lower awareness of preventive oral healthcare may also contribute to low toothpaste usage.
Oral diseases, including dental caries, remain among the most common health conditions worldwide. Health experts broadly recognise daily brushing with fluoride toothpaste as an important measure for maintaining oral health and preventing avoidable dental problems.
According to Worldpanel by Numerator, Ethiopia represents a market where behavioural change may be just as important as commercial development, as the country is one of the clearest examples of a true category-building market in FMCG today.
Osato Igbinadolor, Country Manager for East Africa at Worldpanel by Numerator, said “the data shows that the opportunity in Ethiopia goes beyond brands competing for market share. A large proportion of households are still outside the category altogether, which highlights the importance of improving access, awareness and everyday oral hygiene habits.”
He added “when consumers adopt preventive behaviours such as regular toothbrushing, the benefits extend beyond category growth. There is also the potential to support better long-term oral health outcomes. Understanding the barriers that prevent adoption is the first step.”
The findings underline the importance of continued efforts to improve awareness of oral hygiene and expand access to everyday oral care products across Ethiopian communities.
