New data shows that around 70 percent of Ethiopian households did not purchase toothpaste in the past year.
Data from Worldpanel by Numerator indicates that oral hygiene products are not part of regular shopping for many Ethiopian households, with around seven in ten not purchasing toothpaste in the past year.
The findings highlight a gap in adoption of regular toothbrushing with fluoride toothpaste. Across much of Africa, toothpaste is a staple with category penetration typically exceeding 95 percent, but Ethiopia differs as the majority of households do not participate.
Many households rely on traditional methods such as chewing sticks and miswak. Factors including affordability pressures, limited product availability and lower awareness of preventive oral healthcare may contribute to the low usage.