Oral Care in South Africa

PROSPECTS

Sensitisation campaigns by private and public sector to create awareness

Health data reports that 80% of children in South Africa experience tooth decay before the age of six, which is an alarming although unsurprising fact. The high level of sugar consumption and the lack of awareness regarding appropriate dental hygiene, along with limited access to dental care makes oral care less of a priority, especially among low-income groups.

New product launches and improving awareness contribute to growth

Consumers are increasingly aware of the importance of oral care and as such are looking for the correct product to suit their oral care needs, although this trend is more pronounced amongst the mid- to higher-income groups. New product launches with greater specific benefits and sophisticated products make it easier for consumers to purchase products that meet their requirements.

COMPETITIVE LANDSCAPE

Colgate-Palmolive is the clear leader

Leading player of oral care, Colgate-Palmolive, held over twice the amount of value share compared to its nearest competitor GlaxoSmithKline South Africa in 2017. Its strength stems from the fact that it has a wide product offering, comprising multiple variants which cater to different consumer needs.

Minimal change in the competitive landscape

Growth opportunities in oral care are limited to frequency of purchase. For products such as toothpaste, the purchase frequency is fixed where consumers will not buy more than they need.

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