Brushing up on the facts
Research shows only 26% of shoppers will buy a paste, brush and mouth wash in the same transaction, so it’s important to have the optimum adjacencies in your store to encourage customers to trade up. Gillian Hamill reports on the best performing category segments and brands that can help deliver both sparkling teeth and sales
Print11 February 2015
AT A GLANCE: ORAL CARE
- Everyday care is the largest sector in the Irish oral health category, though showing a slight decline at the moment*
- 30% of shoppers solely purchase within the everyday and kids ranges**
- Sensitivity is the largest specialist category within the oral health sector (Source: Nielsen 31/12/2014 Multiples ROI only) with GSK’s sensitive portfolio accounting for over 21% of the sector***
- Consumer interest in specialist care is a developing trend; recent consumer research conducted by GSK showed that 54% of adults claim to have sensitive teeth****
- Aquafresh is the number one kids oral care range, currently worth €1.8m*****
- Aquafresh Complete Care has added €248,000 to the oral care category over the past six months, achieving a 1.3% share of the total toothpaste sector*******
- The Sensodyne portfolio worth €4.2m, includes the Sensodyne Repair & Protect range***
- The Sensodyne Repair & Protect Portfolio is currently worth over €1m, and growing at 6.2% year-on-year (YOY)******
- Extra is Ireland’s number one gum brand*******
- Worth €23m, up by +8%*, Extra is the driving force behind the gum category, which is growing in volume and value sales*******
*(Source: Nielsen Scantrak, All in One and Functional(Everyday) Sales Value 15.06.14)
**(Source: Kantar Worldpanel, 52 w/e 02.03.14)
***(Source: Nielsen 31/12/2014 Multiples ROI only, Value Share)
****(Source: Ipsos Brand Tracking 26 w/e 30.06.12)
*****(Source: Nielsen Scantrak, MAT Sales Value data to 15.06.14)
******(Source: Nielsen w/e 31/12/2014 Multiples ROI only, Value Sales MAT)
*******(Source: Nielsen 2014 MAT value sales versus 2013 – 28.12.14)
Invigorating the oral health category
Aquafresh Complete Care has three variants, Whitening, Extra Fresh and Original
Aquafresh Toothpaste, currently worth €1.8m* has strengthened its portfolio with the launch of the Aquafresh Complete Care toothpaste range. Set to revive the everyday oral health category, the products have been boosted with active minerals that strengthen enamel, maintain healthy gums and give fresh breath. GSK has a new Aquafresh Sugar Acid Protection claim† across the Complete Care range in addition to Fresh and Minty and selected Kids†† products. Aquafresh has also introduced its new Aquafresh superhero – Captain Aquafresh. The launch is supported through a €500,000 integrated marketing campaign.
Launched last July, Aquafresh Complete Care has three variants, Whitening, Extra Fresh and Original.
Eilis Tobin, marketing manager for Oral Care at GSK in Dublin comments: “Everyday care is the largest sector in the Irish oral health category, though showing a slight decline at the moment.** The introduction of new Aquafresh Complete Care coupled with the heavyweight media campaign and new AquafreshSugar Acid Protection claim will help to drive interest and grow the category.”
“Families will see clear value for money – Aquafresh Complete Care delivers a number of health and beauty benefits through regular twice daily brushing, such as aiding healthy gums and cavity prevention while removing surface stains.††† There is a strong love for the brand; mums have grown up with Aquafresh and families love the iconic three stripes.
GSK is investing €500K in media spend across TV, print and digital for Aquafresh. The media activity will also be supported by in-store activation through stand-out POS.
To help retailers reduce confusion at fixture and single-mindedly target families, Aquafresh is applying the new Aquafresh Sugar Acid Protection claim to a select number of products in the portfolio to create an elite range for everyday family oral care needs.
30% of shoppers solely purchase within the everyday and kids ranges, and Aquafresh is set to catapult these categories forward with the introduction of AquafreshSugar Acid Protection across its top performing products ranges; Fresh and Minty and Kids†† in addition to the new Complete Care products. This range proposition will allow consumers to choose Aquafresh as a brand for the whole family.
*(Source: Nielsen Scantrak, MAT Sales Value data to 15.06.14)
**(Source: Nielsen Scantrak, All in One and Functional(Everyday) Sales Value 15.06.14
***(Source: Kantar Worldpanel, 52 w/e 02.03.14)
†(Sugar Acid Protection provided by fluoride, with twice daily brushing)
††(Kids toothpastes except Aquafresh Milk Teeth Toothpaste)
†††(Aquafresh Complete Care is boosted with active minerals for strengthening enamel and purifying breath)
A new generation of gum sales
Extra is launching two new soft-chew flavours, Strawberry and Bubblegum
2015 is set to be a landmark year for Extra, Ireland’s number one gum brand, which will see a number of exciting initiatives introduced to build on its recent success. Worth €23m, up +8%*, Extra is the driving force behind the gum category, which is growing in volume and value sales.
The first of these initiatives will see Wrigley strengthen Extra’s portfolio from this month onwards, by incorporating Orbit Peppermint and Spearmint into its range, as well as the launch of two new soft-chew flavours – Strawberry and Bubblegum. The new flavours are designed to increase penetration by attracting new younger chewers to the category and to tap into the growing consumer trend towards oral care and fruit flavoured products. The launch will be supported by a 16-week long television advertising campaign which reminds consumers of the oral healthcare benefits of sugar free gum ultimately helping to protect their family’s teeth. This will be in addition to strong in-store activation to drive trial and adoption.
Emma Stapleton, Wrigley marketing manager, comments: “2014 was an incredibly successful year for Extra. The trend towards oral care shows no signs of slowing, as chewers seek out a healthy addition to their day-to-day oral care routine. By bolstering the Extra brand with these new variants we expect to capitalise on this trend and attract new chewers to the category, helping retailers drive sales.”
For more information, retailers can arrange a visit from their local Wrigley representative by calling 01-4353250, or emailing display.ie@wrigley.com.
*(Source: Nielsen 2014 MAT value sales versus 2013 – 28.12.14)
Q&A with…
Eilis Tobin, marketing manager, Oral Care and Maura Tiernan, category manager
- How successfully has the Aquafresh Complete Care range performed since its launch?
Aquafresh strengthened its portfolio with the launch of the Complete Care toothpaste range in July last year with the aim of reviving the everyday oral health category. It has proven very successful and has added €248,000 to the category over the past six months, achieving a 1.3% share of the total toothpaste sector.
- Scientific advancement appears to be firmly at the core of GlaxoSmithKline and the company’s NPD; what are the latest scientific innovations you have launched/developed within oral care and how have consumers responded to these?
Sensitivity is the largest specialist category within the oral health sector** and with GSK’s sensitive portfolio accounting for over 21% of the sector***, GSK is ideally placed to drive category growth and educate consumers on the correct products to prevent symptoms.
The Sensodyne portfolio – worth €4.2m*** – includes the Sensodyne Repair & Protect range. This was when an opportunity was identified to develop a unique product for the sensitivity category that helps repair sensitive areas of your teeth. Using advanced NovaMin technology, Sensodyne has developed an everyday fluoride toothpaste that offers users a product which can continuously help to repair, strengthen and protect their teeth from sensitivity. (Repair provides clinically proven relief with twice daily brushing).
Building on this phenomenal success, GSK introduced two new toothpaste variants: Sensodyne Repair & Protect Extra Fresh and Sensodyne Repair & Protect Whitening. The Sensodyne Repair & Protect Portfolio is currently worth over €1m, and growing at 6.2% year-on-year (YOY)*.
Consumer interest in specialist care is a developing trend and will strengthen further over the coming year; recent consumer research conducted by GSK showed that 54% of adults claim to have sensitive teeth. There is an opportunity to educate consumers on how products can prevent symptoms which can help to drive frequency of purchase.****
- What can convenience stores and small supermarkets do to maximise the performance of their oral care offering?
For the smaller convenience stores we recommend stocking a range of products for the shopper, who is purchasing an oral care product for immediate use, for example when they may be suffering from sensitivity. We recommend that retailers stock a range of everyday paste and solutions, such as Sensodyne Repair & Protect. The convenience range should also include a variety of toothpastes from the everyday and whitening category, and a small range of toothbrushes and mouthwashes. We know the space in a convenience store is minimal and there it needs to be well signposted, easy to shop and have a logical layout. Research shows that only 26% of shoppers buy paste, brush and wash therefore it is important to have the optimum adjacencies to encourage trade up.*****
- How does GlaxoSmithKline use advertising, both through traditional and social media channels, to truly connect with your target audience and stand out from competitors?
As a company we are committed to supporting our oral health brands through engaging heavyweight campaigns.
Aquafresh has introduced its new Aquafresh superhero – Captain Aquafresh. As the new face of the brand, Captain Aquafresh is a superhero that is loved by consumers and epitomises what the brand stands for. Captain Aquafresh hit our screens for the first time in August and consumer research shows that our new approach drives real interest and engagement with the whole family. The launch continues to be supported with an exciting €3m integrated marketing campaign which will run throughout 2015. We have also recently launched our @CaptAquafresh Twitter account which targets consumers by providing advice on an oral health regime in a fun and engaging format.
Captain Aquafresh shows how the range of Aquafresh toothpaste with Sugar Acid Protection (SAP) can help defend teeth from everyday sugars, such as maybe in chocolate or cereal. 2015 will continue to see a strong focus on sugar in the public health agenda and there is an opportunity for Aquafresh, as a trusted family brand, to educate consumers on the role oral care products can play to combat the effects of sugar on oral health.
Corsodyl is the number one recommended medicated mouthwash brand by dental professionals, and re-launched its toothpaste range with a new hard-hitting claim – ‘Helps stop bleeding gums’. Corsodyl toothpaste now also has this claim across packaging, TV and digital advertising and in-store POS.
Sensodyne, worth €4.2 million will be supported with a heavyweight TV campaign throughout 2015 as part of a €500,000m awareness campaign. Focusing on the Sensodyne brand, the TV advert is set to add value to the €5.4 million sensitive oral care category by driving awareness with consumers who suffer from tooth sensitivity and educating them on the benefit of using an expert sensitivity toothpaste with all-round benefits, as part of an oral care regime.
We are also investing in our expert dental programme and training for pharmacists to ensure they are able to provide the appropriate advice regarding an oral health regime.
*(Source: Nielsen w/e 31/12/2014 Multiples ROI only, Value Sales MAT)
**(Source: Nielsen 31/12/2014 Multiples ROI only)
***(Source: Nielsen 31/12/2014 Multiples ROI only, Value Share)
****(Source: Ipsos Brand Tracking 26 w/e 30.06.12)
*****(Source: GSK Oral Health Insights Book)
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