Oral Care unPACKED™ Report - France

Oral care products such as toothpaste, toothbrushes, mouthwash, and dental floss are everyday essentials for shoppers across France. Widely available in supermarkets, hypermarkets, and convenience stores, these products are purchased frequently for a range of needs, from routine replenishment to travel preparation or trying a new brand or benefit. Because oral care purchases are both habitual and situational, shoppers often make decisions quickly at shelf, making packaging a critical driver of choice.

In a highly competitive oral care aisle, packaging plays a central role in shaping shopper behavior and influencing purchase decisions. Effective packaging must work across the entire shopper journey by capturing attention, standing out on shelf, clearly communicating benefits, and building confidence at the moment of choice. For oral care brands in France, success depends on delivering against all four elements of Behaviorally’s 4S framework. Packaging must Be Seen through strong shelf visibility, Be Shoppable by making information easy to process, Be Seductive by appealing emotionally, and ultimately Be Selected by driving conversion at shelf.