With a population of over 100 million people, Ethiopia is the second most populous country in Africa. Over the last decade, Ethiopia has had one of the fastest growing economies in the world. In 2017, Ethiopia's real Gross Domestic Product (GDP) expanded by 10.9 percent, and is expected to grow by 8.5%, according to the World Bank.Read More
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Procter & Gamble (P&G) plans to substantially increase its oral care market share following the launch of its Oral-B toothbrushes into the Ethiopia and East African regional market.
The toothbrushes, which are part of the company’s oral care range that comprises of toothpastes and dental floss, is part of P&G’s onslaught for a bigger stake in the fast growing oral care market coming against the backdrop of a highly health conscience consumer.
Brand Operations Manager Victoria Kieti said that P&G is optimistic that following the launch of its Oral B toothbrushes the brand should see share growth as it plans to increase promotional investments to grab more market share.