Bright whites

Oral care
Oral care

Worth €43 million in 2010, the oral care category is en route to a comeback following a difficult couple of years, writes Gillian Hamill

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Brand Central

14 March 2011

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At a glance: ORAL CARE

  • The oral care category within grocery was worth €43 million in 2010
  • 2010 showed a -0.1% decrease in sales value in the oral care category
  • Within the oral care category, 16,000 units were sold in 2010, which was a +9.5% increase compared to the previous year (Source:  Nielsen ROI Total Scantrack MULTS/GRPS/FCTS MAT 26 December 2010)
  • Colgate is the market leader in toothpaste with 51.8% value share (Source: Nielsen Scantrack Multiples YTD 2/1/11).
  • Colgate is the market leader in both manual toothbrushes with 34.2% share, and battery with 53.1% value share (Nielsen Scantrack Multiples YTD 2/1/11).
  • GSK is the number two player in the total oral care market with 26.8% value share (Source:  Nielsen ROI Total Scantrack MULTS/GRPS/FCTS MAT 26 December 2010)
  • Sensodyne continues to be the number one brand for sensitivity in the ROI, and is currently growing at +4% sales value MAT (Source: Nielsen ROI Scantrack Multiples MAT Value Share W/e Jan 23/11)
  • In January 2011 Sensodyne achieved a value share high of 26.8% (Source:  Nielsen ROI Scantrack Multiple 4 WE Jan 23/11)
  • Sensodyne is the number two oral care brand on the market (Source: Nielsen ROI Scantrack Multiples MAT Value Share W/e Jan 23/11)
  • Within Sensodyne’s product range, Sensodyne ProNamel is the best-selling SKU in value terms
  • The toothpaste market’s largest sector is the sensitive segment,  which accounted for 27% of value sales last year
  • The Extra Ice brand has grown by +2.3% with sales of €2.7 million (Source: AC Nielsen 52 w.e. 06.11.10)

The oral care category is currently returning to growth following strong declines in the last two years. The oral care category within the grocery sector was worth €43 million in 2010. This represents a -0.1% decrease in sales value.  However, statistics released by GSK, show 16,000 units were sold in 2010, which was a +9.5% increase in volume sales compared to the previous year. (Source:  Nielsen ROI Total Scantrack MULTS/GRPS/FCTS MAT 26 December 2010).  

In fact, there are several reasons for optimism within the category, most notably, that NPD is continuing to create more scientifically advanced products with stand-out shelf appeal. Tooth whitening is an important consideration for consumers, and the toothpaste market’s largest sector is the sensitive segment, which accounted for 27% of value sales last year.

Unique technology

GSK yet again brings innovation into the oral care category with the launch of new Sensodyne Repair and Protect. The company believes new Sensodyne Repair and Protect with Novamin technology is different from other toothpastes.  It has a unique, clinically proven concentrated calcium formula that helps repair vulnerable areas with the natural building blocks of your teeth. Sensodyne Repair and Protect has been available in stores nationwide since February. Its launch will be supported by a €500K campaign, with heavyweight media support including TV, outdoor and in-store promotions. GSK advises retailers to make sure you stock up early to maximise your sales opportunities on new Sensodyne Repair and Protect.

Classic market leader

Colgate offers toothpastes to suit a wide range of consumer tastes and oral care needs in a variety of formats.  Colgate states that Colgate Cavity Protection’s classic red box is synonymous with toothpaste while the relaunched and revitalised Colgate Total toothpaste delivers complete 12 hour protection backed by the most extensive published clinical research programme of any toothpaste.  Colgate is the market leader in toothpaste with 51.8% value share (Source: Nielsen Scantrack Multiples YTD 2/1/11).

In difficult economic times Colgate has continued to offer the consumer the reassurance of a market leading brand at competitive prices as well as attractive promotions. Colgate has also maintained its commitment to innovation with new products and technology to meet the ever increasing consumer demand for oral care products. The Colgate brand is supported with TV, radio and outdoor activity across the year.

The Colgate toothbrush range includes products to suit a variety of oral care needs including Colgate 360 with tongue cleaner to provide a whole mouth clean and Colgate Microsonic featuring advanced sonic technology. The Colgate brand is supported with TV, radio and outdoor activity across the year. Colgate is the market leader in both manual toothbrushes with 34.2% share, and battery with 53.1% value share (Nielsen Scantrack Multiples YTD 2/1/11).

The new and improved Colgate Total is the only toothpaste that is clinically proven to provide 12 hour non-stop protection against dental bacteria, the cause of gum problems, tooth decay, tartar, bad breath and staining. The new, enhanced formulation makes it Colgate’s most advanced toothpaste yet, offering non-stop protection against the eight most common dental problems. These include cavities, gum problems, plaque, tartar, staining, bad breath, enamel erosion and sensitive teeth.

Colgate Total’s unique antibacterial agent, combined with a special copolymer – that only Colgate has – builds a protective barrier. The combination of fluoride to strengthen, and the new additional sensitive protection benefit adds to the reasons why Colgate Total is used and recommended by so many dentists.

Ice new Extra range

Wrigley has reinvigorated the Extra range to continue its evolution into oral care. The company will be reinforcing Extra’s repositioning as a gum brand that not only offers freshening but also provides consumers with wider oral care benefits.  2011 will therefore see the launch of three new products – Extra Ice Peppermint, Extra Ice Spearmint and Extra Ice White – all of which have been accredited by the British Dental Health Foundation accreditation.

Available from March, Wrigley’s Extra Ice Peppermint and Extra Ice Spearmint will be relaunched to include microgranules, product speckles and Xylitol, an ingredient with proven dental benefits including prevention of plaque formation. Extra Ice will give consumers a pleasant in-mouth sensation whilst the outer product speckles will differentiate Extra Ice from Extra core white pellets.

Also available in March, Wrigley’s Extra Ice White is scientifically proven to help remove stains and maintain teeth’s natural whiteness. The speckled pellets include microgranules, Xylitol as well as Sodium Bicarbonate. The modern white packaging incorporates aspects of the Extra Ice design whilst the additional striking pink product descriptors offer greater on shelf stand out.

New Extra Ice White, Extra Ice Peppermint and Extra Ice Spearmint will come in 10 pellet single packs with an RRP of €0.65 and will help grow the Extra Ice brand which is up 2.3% with sales of €2.7 million (Source: AC Nielsen 52 w.e. 06.11.10).
Duncan McCulloch, Wrigley sales director, comments: “As well as boasting a great taste and refreshing flavour, 2010 has seen the Extra brand broaden its market appeal from being purely a breath freshening product to offering consumers wider oral care benefits. We are confident that the launch of Extra Ice White, Extra Ice Peppermint and Extra Ice Spearmint will reinforce this and add value to the category through trading up consumers and attracting new chewers.

 

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