Everything’s all-white!
Based on scientific research, leading oral care manufacturers are developing ever-more effective solutions to drive greater oral health. Gillian Hamill takes a look at the latest developments in the sector, designed to make both teeth and sales sparkle
Print23 March 2016
AT A GLANCE: ORAL CARE
- New Sensodyne Repair & Protect works the same as before to help consumers with sensitive teeth, but builds a 10% harder layer than the previous formula
- Aquafresh Intense Clean range is launching this month. The range consists of three pastes that give double the cleaning performance* in hard to reach places with a unique foam containing five times smaller polishing cleaning micro crystals*
- GSK offers the number one sellers in grocery both in sensitivity (Sensodyne) and gum health categories (Corsodyl)**
- Led by Extra, the number 10 grocery brand in Ireland*, the bottle format is the biggest growth driver in the gum category – up to +75%**
*(vs. a regular toothpaste)
**(Source: AC Nielsen value sales L12W, Multiples RoI only)
In recent years, data has shown everyday care is the largest sector in the Irish oral health category (Source: Nielsen Scantrak, MAT Sales Value data to 15.06.14). In fact, 2014 research showed 30% of shoppers solely purchase within the everyday and kids sector (Source: Kantar Worldpanel, 52 w/e 02.03.14) – a fact which aptly demonstrates the importance of offering a product that offers a range of multiple benefits.
What’s more, innovative oral care brands have driven category growth in recent years by using the latest scientific technologies to tackle specific problems, such as tooth erosion and sensitivity. Indeed, previous research conducted by GSK showed 54% of adults claim to have sensitive teeth. Subsequently, sensitivity is the largest specialist category within the oral health sector (Source: Nielsen 31/12/2014 Multiples ROI only).
According to market analyst Mintel, opportunity remains for the category to grow further. “Whilst the essential nature of oral care products means that usage is relatively high across most demographics, there remains an opportunity for oral care brands to grow sales by targeting marketing and NPD at seniors and men, helping to make them more engaged with the market overall,” says Jack Duckett, consumer lifestyle analyst, Mintel (UK).
New, even stronger formula
A Sensodyne mouthwash is now available for consumers who have sensitive teeth
Sensodyne Repair & Protect has a new formula which means it now builds a 10% harder layer over vulnerable areas of the tooth where dentine is exposed
Sensodyne Repair & Protect from GSK has patented NovaMin technology which forms a tooth-like layer over vulnerable areas of the tooth where dentine is exposed. With twice daily brushing, Sensodyne Repair & Protect is clinically proven to help repair areas of the tooth that are vulnerable to those sudden twinges of sensitivity.
Now Sensodyne Repair & Protect is even stronger. New Sensodyne Repair & Protect works the same as before but builds a 10% harder layer than the previous formula. From this month onwards, the brand has a new pack design and a new consumer, expert and shopper support package.
Expertise creates best-sellers
At GSK, the company says its mission across all its categories is to help people ‘Do More, Feel Better, Live Longer’. The success of GSK’s oral care portfolio is based primarily on science. The company always aims to highlight the importance of everyday oral hygiene in the family with Aquafresh. However some consumers face specific oral health issues such as needing to care for sensitive teeth or help maintain healthy gums. Certain products within GSK’s Sensodyne and Corsodyl brands can help. The group also works very closely with dental health care professionals to help educate consumers to care for their teeth.
Indeed, GSK believes oral care education is imperative. The company’s above-the-line campaigns for Sensodyne and Corsodyl reflect that the company’s communications to consumers are all around education and helping them to manage their symptoms. GSK engages with dental healthcare professionals to help consumers identify oral health issues they may not recognise or know how to manage, such as acid wear, sensitivity or bleeding gums. The company does this through a number of media touch points, in-store, and in dental practices throughout Ireland.
GSK has an impressive brand portfolio and says Captain Aquafresh has been a great success. The character is the face of the Aquafresh brand for the whole family, both adult and kids. He was the star of the Aquafresh Sugar Acid Protection message and he will lead the charge with the launch of the new Aquafresh Intense Clean range this month. The range consists of three pastes that give double the cleaning performance* in hard to reach places with a unique foam containing five times smaller polishing cleaning micro crystals*. GSK is also launching an Intense Clean mouthwash and toothbrush to give consumers the full Intense Clean regime. Look out for Captain Aquafresh and Intense Clean on TV and in-store from the beginning of March.
GSK adds that as a company, it has huge expertise in the toothpaste category. That is why it has the number one sellers in grocery both in sensitivity (Sensodyne) and gum health categories (Corsodyl).** GSK consistently works with retailers to share this expertise and develop educational consumer campaigns such as its successful ‘Love your Mouth’ campaign which the company ran towards the end of 2015, across the entire portfolio. GSK actively engages both retailers and shoppers in how to spot and help manage oral health issues.
*(vs. a regular toothpaste)
**(Source: AC Nielsen value sales L12W, Multiples RoI only)
Accelerate your sales!
Extra is the number 10 grocery brand in Ireland
Monday, 7 March sees the launch of the biggest ever gum activation – the Car Bottle campaign. Led by Extra, the number 10 grocery brand in Ireland*, the bottle format is the biggest growth driver in the gum category – up to +75%.**
The major nationwide campaign aims to get gum bottle into every car in Ireland. It will be supported with heavyweight TV, outdoor and radio, a free gum bottle holder for your car***, high impact in-store activation, and an impressive €2 price promotion.
Emma Stapleton, Wrigley marketing manager, comments: “The trend towards sugar-free gum is growing and we expect this to continue as chewers seek out a healthy addition to their day-to-day oral care routine. All Extra gum is sugar-free and accredited by the Irish Dental Association. The Car Bottle campaign capitalises on this trend, by getting Extra gum bottle into every car in Ireland so motorists can keep their teeth clean and healthy on-the-go, ensuring they always arrive fresh.”
Extra advises retailers not to miss out, stock up on gum bottles now and accelerate your sales.
*(Source: Checkout Top 100 Grocery Brands)
**(Source: AC Nielson Total Scantrack Inc Discounters 27 Dec 2015)
***(When you buy one bottle of Wrigley’s gum. Participating promotional packs only)
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