Smiles all round
Currently worth €37 million, Ireland's oral care category continues to shine. Happily, consumers are prepared to pay more to ensure they don't miss out on the user benefits delivered by the latest scientific innovations
18 February 2014
AT A GLANCE: ORAL CARE
- Ireland’s oral care market was worth €37m* in 2013.
- GSK is the number two player in the Irish oral care market*
- Sensodyne continues to experience growth with a 22.7% volume share, which is ahead of other competitors*
- 33% of people suffer from sensitive teeth, meaning there is plenty of room for category growth within this sector
- Aquafresh holds a 12% value share which can be accounted for by the introduction of innovative new products
- Corsodyl holds the number one position in the gum health paste sector, driving 25.6% growth year-on-year.
- Extra continues to perform well in +5.5% MAT sales due to a strong innovation pipeline and consumer focused strategy (Source: AC Nielsen: ST MAT w.e. 29/12/13).
- Extra White is Ireland’s fastest selling gum sub-brand with MAT sales up over 64% (Source: AC Nielsen: ST MAT w.e. 29/12/13).
*(Source: Nielsen data up to 1 December 2013)
Forward-thinking 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. What’s more, there is still significant room for further growth within these areas, with 33% of people suffering from sensitive teeth, to give just one example of these problems’ prominence for consumers. Through emphasising the research and expertise that lies behind their product claims, several major brands are achieving growth and driving value sales for retailers.
33% of people suffer from sensitive teeth
Sensodyne toothpaste continues to lead the way in the sensitive sector as the number one brand for sensitivity through innovation, groundbreaking products and professional support. The brand continues to experience growth with a 22.7% volume share, well ahead of other competitors in the category, according to the latest Nielsen figures*. The fact that 33% of people suffer from sensitive teeth means there is plenty of room for category growth.
Growth has been driven through new product development including the introduction of Sensodyne Repair & Protect, followed by the new innovative formulation Sensodyne Complete Protection. Sensodyne Complete Protection is powered by the technology Novamin which works to address seven key oral health concerns namely sensitivity; weakened enamel; plaque; fresh breath; whiteness and mouth cleanliness. Sensodyne Complete Protection saw ATL support in-store, online and in the press.
All Sensodyne products continue to be supported by the ‘Sensodyne Sensitive Dentist Awards’, which is now in its fifth year. The annual awards work to recognise good dental practice and excellence in Irish dental surgeries supporting the brand professionally.
*(Source: Nielsen data up to 1 December 2013)
GSK Consumer Healthcare’s family toothpaste brand – Aquafresh – holds a 12% value share which is accounted for by the introduction of innovative new products.
July 2013 saw Aquafresh High Definition White Toothpaste join the Aquafresh family to meet the demands of a growing whitening sector and cater for the more discerning family who are shopping for value. The new formula uses Illumipearls technology, which lifts everyday stains and polishes from the very first brush when compared to regular toothpaste. This means three times better whitening when compared with regular toothpaste. The brand will see more formulae join the Aquafresh family in 2014.
Preventing gum disease
Gum disease is a leading cause of tooth loss. Like sensitivity or acid erosion, education is the key to category growth as well as driving the message that prevention is better than cure. GSK believes this presents the Corsodyl brand with a large opportunity for further growth.
Corsodyl continues to grow significantly ahead of the market and currently holds the number one position in the gum health paste sector, driving 25.6% growth year-on-year. The new Corsodyl daily toothpastes and mouthwash introduced in 2012 work to help encourage and drive daily gum health regimes attracting more adopters.
Extra clean teeth
Wrigley’s most popular brand Extra continues to perform well in +5.5% MAT sales growth thanks to a strong innovation pipeline and consumer focused strategy (Source: AC Nielsen: ST MAT w.e. 29/12/13). Extra‘s "Eat, Drink, Chew" marketing campaign, which includes significant TV investment and in-store support encourages consumers to chew Extra gum after eating and drinking occasions as a convenient and enjoyable way to keep teeth clean.
Last year the bottle pack format was launched in top selling gum variants; Extra Ice Peppermint and Extra White. Creating consumer value for money and retailing at EUR*2.49, the new 46 piece bottle offers a 10% discount per pellet versus the standard single pack.
Consistent with Extra’s Eat, Drink, Chew strategy, the bottle format offers a stationary oral care solution where people spend considerable time eating and drinking, for instance, in the car and at the office. Unlocking these occasions will drive increased consumption while recruiting new chewers to the category.
Building on the re-launch of the Extra White range, Extra White Bubblemint was introduced to consumers in May 2013 and is successfully broadening the appeal of the White range, while attracting new consumers to the gum category. Supported by the Irish Dental Association, the Extra White range helps to remove stains and maintain teeth’s natural whiteness. Extra White is Ireland’s fastest selling gum sub-brand with MAT sales up over 64% (Source: AC Nielsen: ST MAT w.e. 29/12/13).
The group states retailers can expect to see further exciting innovation within the Extra brand in 2014.
Q & A with….
Eilis Tobin, marketing manager – oral care, GlaxoSmithKline (GSK)
What position does GlaxoSmithKline (GSK) hold in the Irish market and what are the leading products within the company’s portfolio?
GSK is the number two player in the Irish oral care market which was worth €37m* in 2013. GSK caters for a wide variety of oral care needs and requirements from every day family care (Aquafresh) to denture care (Poligrip); specialist care products for acid erosion and dentine hypersensitivity (Sensodyne and Pronamel) and gum disease (Corsodyl).
What are the latest consumer trends/needs within oral care and how has GSK strived to meet these demands?
Cosmetic whitening continues to be the biggest trend which has led to segment growth. GSK has introduced whitening to many of its products, combining whitening with other products’ benefits such as Sensodyne Complete Protection. Sensodyne Complete Protection is powered by the new technology Novamin which works to address seven key oral health concerns namely sensitivity; gum protection; weakened enamel; plaque; fresh breath; whiteness and mouth cleanliness.
How has GSK used scientific research to innovate and create cutting-edge new products within its oral care portfolio?
Scientific research and innovation remains core to GSK’s new product development to tackle specific problems. 2011 saw the company introduce Sensodyne Repair & Protect using Novamin technology, followed by the new innovative formulation Sensodyne Complete Protection. Innovation is key to market growth in oral care.
How important is price as a factor for consumers within the oral care category?
Naturally the consumer has become a lot more sensitive to price over the past few years, especially when it comes to family toothpastes such as Aquafresh. A brand such as Sensodyne tends to be not as price sensitive as people are not prepared to compromise on the user benefits.
How extensively has GSK invested in marketing its brands in 2014?
GSK continues to support its brands through clever marketing tactics both above-the-line (ATL) and below-the-line (BTL). Over the past few years we’ve had to make marketing budgets work even harder however we are confident our brands are well supported to ultimately drive market growth. Initiatives such as the Dental Health Alliance two years ago continue to work to support all five of our brands with customers interacting on the dedicated Facebook page, which addresses their oral healthcare issues. All Sensodyne products continue to be supported by the ‘Sensodyne Sensitive Dentist Awards’, which is now in its fifth year. The annual awards work to recognise good dental practice and excellence in Irish dental surgeries supporting the brand professionally.
2014 will see further investment for all our brands supported through digital, TV advertising as well as in-store merchandising.
(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 30 December 2013)