GlaxoSmithKline Plc in Beauty and Personal Care

August 2015

GSK has made solid gains in oral care over 2009-2014. Sensodyne, through its advanced dentist-inspired results and wide global coverage, pushed growth ahead, making it a power brand in the field. Conversely, its staple brand Aquafresh saw slower growth, driven by a sharp dip in US sales suggesting that the brand should eye nascent markets instead. GSK continues to benefit from consumer awareness of good dental health and the leveraging of its medical research to offer more cutting-edge products.

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Euromonitor International's report on GlaxoSmithKline Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of GlaxoSmithKline Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of GlaxoSmithKline Plc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of GlaxoSmithKline Plc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.



Strategic Evaluation

Key company facts
GSK’s Sensodyne the growth engine in oral care
Q1 2015 Pharmaceuticals sales dip eased by resilient Oral Health
SWOT: GlaxoSmithKline Plc
Strategic objectives and challenges

Competitive Positioning

Sensodyne drives performance for GSK in BPC
GSK’s reputation in scientific research gives edge in dental care
Solution-based formulae set GSK apart from rivals

Market Assessment

GSK consolidates in oral care but remains small in wider BPC
GSK reliant on mature markets but actively pursuing global mark

Geographic and Category Opportunities - Oral Care

GSK’s dental care specialisation to fortify future growth
Toothpaste is no longer just toothpaste
Sensodyne and Aquafresh both hold a designated place in portfolio
Aquafresh a stepping stone to future upscaling in frontier markets
GSK beats growing influence of local rivals in China
Sensodyne making inroads in India despite escalating competition
China outstrips US in sensitive toothpaste but India thriving fastest
Consumers willing to trade up in oral care in Brazil
Focus on emerging markets in manual toothbrushes
GSK could yield high returns from electric toothbrushes
Mouthwashes offer scope for expansion with Sensodyne
Ageing populations to keep denture care prospects afloat
US demand for high-efficacy oral care augurs well to GSK

Other Geographic and Category Opportunities

Skin care presence small and in decline
Sun care - an under-exploited opportunity

Brand Strategy

GSK’s oral health capabilities revealed by specialist brands
Sensodyne’s boom hints at latent potential in other product variants
Aquafresh exposure to US and whitening hurts sales


Research and development, production and distribution


Time to look beyond current oral care category portfolio


Competitor Analytics tool
Market Overlap
Overlap Matrices

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