Brand Central

• Ireland’s total oral care market (grocery and pharmacy combined) is worth €43.2m and is declining at -3.3%* (MAT 27 November 2011) 
• Glaxosmithkline (GSK) kids paste currently holds the number one position in the kids sector (51.3% share of kids) and 2.7% value share of the total market* 
• GSK is currently the number two player in the total oral care market worth €12.2m* and tracking ahead of the market at -0.4% in sales value with 28.2%* value share
• Sensodyne is currently the number two** oral care brand on the market, and the most popular GSK brand
• Within the Sensodyne range, Sensodyne Pronamel Whitening is the best-selling SKU in value terms. This pack is currently the number three SKU in the total market with a 2.9% value share**
• Sensodyne Repair & Protect is currently the number five paste in the market with 2.7% value share **
• Wrigley’s Extra is the number one sugar free chewing gum brand in Ireland, currently worth €20m and is in year to date growth (Source: Nielsen MAT w/e 25.12.11)

* Source: Nielsen Multiple Scantrack period ending 27 November 2011 & IMS pharmacy sales period ending November 30 2011

** Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share W/E 25 December 2011

 

Ireland’s total oral care market (grocery and pharmacy combined) is worth €43.2m and is declining at -3.3%* (Source: Nielsen MAT 27 November 2011). Manufacturers have maintained their commitment to NPD and continue to create more scientifically advanced products with stand-out shelf appeal. 

GSK is currently the number two player in the total oral care market worth €12.2m* and tracking ahead of the market at -0.4% in sales value with 28.2%* value share. GSK commercial channel manager, Eilis Tobin, believes brands within GSK are still showing growth in a declining market, because of the innovation the company has introduced into the oral care market in recent years, from Sensodyne Pronamel (a product specially for tooth erosion) to more recently Sensodyne Repair & Protect, a product powered by Novamin technology. This is the first Sensodyne daily fluoride toothpaste with unique desensitising technology, building a substantive reparative layer over exposed dentine using the natural building blocks of teeth. Sensodyne Repair & Protect can continuously help users repair, strengthen and protect against dentine hypersensitivity every day. Within Aquafresh, across 2011, GSK launches the Aquafresh Ultimate Range, which has a clinically proven formulation, which locks out harmful decay causing bacteria. With deep enamel strengthening action, Aquafresh Ultimate offers whole tooth protection above and below the gum line. 

 

Sensodyne is currently the number two** oral care brand on the market, so it is the most popular GSK brand, driving value into the market. Within this product range Sensodyne Pronamel Whitening is the best-selling SKU in value terms. This pack is currently the number three SKU in the total market with a 2.9% value share.

 

GSK has a number of brands to cater for many consumer oral care needs and requirements. These include family/everyday oral care (Aquafresh), denture care (Poligrip) and specialist oral care products such as Corsodyl for gingivitis/gum disease. Similarly, whilst Sensodyne Base is synonymous with sensitivity, Sensodyne ProNamel combats acid erosion, and the company now offers Sensodyne Repair and Protect, which is currently the number five paste in the market with 2.7% value share**. 

* Source: Nielsen Multiple Scantrack period ending 27 November 2011 and IMS pharmacy sales period ending November 30 2011

** Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share W/E 25 December 2011

As oral health becomes increasingly important, sugar free products become more popular. Wrigley was the first to introduce sugar free gum and these products now make up 94% of Wrigley chewing gum sales (Extra, Airwaves, Orbit Complete, and Five chewing gum ranges are all sugar free).

 

Wrigley’s Extra is the number one sugar free chewing gum brand in Ireland, currently worth €20m and is in year to date growth (Source: Nielsen MAT w/e 25.12.11). Also in growth is the Extra Ice range, which last year introduced Extra Ice White, which offers the premium benefit of helping to remove stains while maintaining teeth’s natural whiteness.

After eating and drinking, sugars remaining in the mouth form plaque on the teeth.

 

This produces acid that can dissolve tooth enamel. Just the action of chewing sugar free gum helps the mouth produce around 10 times more saliva and this saliva works to neutralize plaque acid and helps to keep teeth clean.

 

Consumers’ teeth are vulnerable to acid attack every time an individual grabs a cup of coffee, eats lunch or has a snack. That’s why it is important to remember to ‘Eat, Drink, Chew!’ It is easy to keep a pack of Extra or Extra Ice in a pocket or handbag for a convenient way to keep teeth clean and healthy.

 

Chewing sugar free gum also helps rebuild tooth enamel and increases the tooth’s surface hardness and of course works to keep breath fresh.

 

This February, Wrigley’s Extra launches a new addition, Extra Strawberry, which offers consumers a fruit flavour alternative to mint flavoured gum while providing all the same oral care benefits.

 

The Extra sugar free gum range is approved by the Irish Dental Association.

Colgate-Palmolive offers an extensive range of oral health products including toothpaste, toothbrushes and other specialty care items. Colgate’s range of toothpastes suit a wide range of consumer tastes and oral care needs in a variety of formats. The Colgate Cavity Protection’s classic red box is synonymous with toothpaste, while the re-launched and revitalised Colgate Total toothpaste delivers complete 12 hour protection backed by the most extensive published clinical research program of any toothpaste. 

 

The Colgate toothbrush range includes products to suit a variety of oral care needs including the Colgate 360° with tongue cleaner to provide a whole mouth clean and the Colgate Sonic Power featuring advanced sonic technology. 

 

The staple of Colgate’s mouthwashes is the renowned Colgate Plax. Colgate Plax is proven to fight plaque and bacteria for up to 12 hours. It contains fluoride to fight cavities and strengthen teeth, whilst also fighting gum problems, cleaning in hard to reach areas and leaving a refreshing taste giving longer lasting fresh breath. Developed and clinically tested by dentists, Colgate Plax leaves consumers feeling confident that they are helping to protect their mouth fully against plaque and bacteria. 

 

In difficult economic times Colgate has also maintained its commitment to innovation with new products and technology to meet the ever increasing consumer demand for oral care products.

Listerine Total Care Zero offers Listerine’s most complete care yet, now with a less intense taste. 

 

Listerine Total Care Zero contains fluoride for cavity protection and helps prevent tarter to keep teeth naturally white. The mouthwash also fights germs that cause plague and can lead to gingivitis, and provides lasting fresh breath confidence. It kills up to 99% of oral bacteria in lab tests and works to maintain healthy gums.

 

The new product launch is supported by a strong campaign including TV, print across woman’s weeklies, as well as promotions in store.