Strategy Briefing

Oral Care Adds More Bite: Growth Through Increased Penetration and Diversity

Jul 2013

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The oral care market continues to show promise, with different key drivers in developed and developing markets. Growing affluence in developing economies allows consumers to make oral care a necessity, meanwhile developed markets are seeing increasingly sophisticated oral hygiene routines for health, cosmetic and financial reasons. To serve both, manufacturers are delivering greater product functionality and added value, along with product segmentation at both budget and premium price points.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Good growth as consumers invest in oral care

The oral care market once again grew faster than the beauty and personal care market overall in 2012, seeing values rise by 6%, with growth in all regions, albeit to varying degrees.

Developing markets lead global growth

Latin America and Asia Pacific delivered the best value growth over the review period with higher levels of penetration amongst low income consumers being an important driver, as oral health education gains ground.

Western markets lead innovation

Although highly mature, growth has been driven in developed markets through more complex oral hygiene, as innovation provides a plethora of added value and multifunctional products, as well as a widening range of product types, with mouthwash being a key growth category.

Toothpaste still dominates

Toothpaste makes up the largest share of the oral care market and it is also one of the fastest growing categories, as continued product segmentation occurs.

Demand for added functionality across oral care

Although basic toothpastes remain popular, there is growing demand for pastes with added functionality , the number of types of which continues to rise as brand owners seek to make toothpaste multifunctional at the expense of one dimensional products such as mouth fresheners.

Power brushes give a boost to mature markets

In mature markets, products which perform better and might prevent costly dental visits are popular, with higher disposable incomes facilitating the purchase of premium products, such as electric toothbrushes, which are a growing market.

Manual brushes benefit from technology

Power brushes are largely out of reach financially in developing markets, but there has been a strong response to the technological advances made in manual brushes, keeping this category buoyant in key markets such as Brazil.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Oral Care Overview

Oral care market brightens up again

Toothpaste still manages to find new opportunities to shine

Asia Pacific widens the gap from Western Europe

Big store retailing takes volume share

Category Analysis

Traditional toothbrushes and paste dominate

Toothpaste drives oral care category

Developing world outpaces mature Western markets

Traditional is no longer enough for some

New formats help drive growth

Electric toothbrushes largely confined to developed countries

Mouthwashes the fastest growing oral category

Regional Analysis

Regional growth rates divided

BRIC countries the major drivers of value growth

Turkey joins UK and Germany as a growth leader

Mouthwashes and power brushes punching above their weight

Better oral hygiene habits make UK best hope for Western Europe

Eastern Europe remains largely unsophisticated

Increasing sophistication to drive Russian growth

Canada underpins North American growth

US drives strong prospects for e lectric toothbrushes in NA

India and China lead Asia Pacific growth

India grows twice as fast as the regional average

Toothpaste diversity drives growth right across Asia

Brazil leads Latin America’s growth

Brazil responds to strong marketing

Good prospects for growing penetration in Middle East and Africa

Competitive and Innovation Landscape

Colgate Palmolive continues to lead the world in oral care

Colgate is number one brand everywhere except North America

Regional brands show most dynamic growth

Private label challenges the global brands in certain markets

Toothpaste is no longer just toothpaste

Popular trends show up in toothpaste marketing

What is the next big thing in oral care?

Oral care gets technical and more professional

Manual brush developments get technical too

Recommendations and Opportunities

Toothpaste offers the biggest value opportunity

Latin America offers fastest growing markets

Brazil, India and China offer major growth opportunities

Difference in growth factors between markets

Report Definitions

Data parameters and report definitions

Category definitions Part A

Category definitions Part B

Category definitions Part C

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Megatrends

Strategy Briefing

Oral Care Adds More Bite: Growth Through Increased Penetration and Diversity

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Good growth as consumers invest in oral care

Developing markets lead global growth

Western markets lead innovation

Toothpaste still dominates

Demand for added functionality across oral care

Power brushes give a boost to mature markets

Manual brushes benefit from technology

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Oral Care Overview

Oral care market brightens up again

Toothpaste still manages to find new opportunities to shine

Asia Pacific widens the gap from Western Europe

Big store retailing takes volume share

Category Analysis

Traditional toothbrushes and paste dominate

Toothpaste drives oral care category

Developing world outpaces mature Western markets

Traditional is no longer enough for some

New formats help drive growth

Electric toothbrushes largely confined to developed countries

Mouthwashes the fastest growing oral category

Regional Analysis

Regional growth rates divided

BRIC countries the major drivers of value growth

Turkey joins UK and Germany as a growth leader

Mouthwashes and power brushes punching above their weight

Better oral hygiene habits make UK best hope for Western Europe

Eastern Europe remains largely unsophisticated

Increasing sophistication to drive Russian growth

Canada underpins North American growth

US drives strong prospects for e lectric toothbrushes in NA

India and China lead Asia Pacific growth

India grows twice as fast as the regional average

Toothpaste diversity drives growth right across Asia

Brazil leads Latin America’s growth

Brazil responds to strong marketing

Good prospects for growing penetration in Middle East and Africa

Competitive and Innovation Landscape

Colgate Palmolive continues to lead the world in oral care

Colgate is number one brand everywhere except North America

Regional brands show most dynamic growth

Private label challenges the global brands in certain markets

Toothpaste is no longer just toothpaste

Popular trends show up in toothpaste marketing

What is the next big thing in oral care?

Oral care gets technical and more professional

Manual brush developments get technical too

Recommendations and Opportunities

Toothpaste offers the biggest value opportunity

Latin America offers fastest growing markets

Brazil, India and China offer major growth opportunities

Difference in growth factors between markets

Report Definitions

Data parameters and report definitions

Category definitions Part A

Category definitions Part B

Category definitions Part C

Why buy this report?

Want to find out more about this report?

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