Thanks to the ageing population among whom gums naturally recede, awareness of the importance of gum care has risen, with more consumers looking for “professional” and reliable oral care products. Sensodyne benefits from having a professional image and is considered an expert in oral care compared to other large brands such as Colgate and Darlie.
The introduction of natural ingredients has been observed in many oral care categories, including toothpaste. Initiated by Colgate Naturals, with its Ultimate Fresh Lemon and Charcoal extensions, these products include natural ingredients such as lemon, tea tree oil, or charcoal, with the contents being inspired by Asian ingredients known to help promote healthy teeth and gums.
During 2018 toothpaste and manual toothbrushes remained the largest categories in oral care, with this trend set to continue over the forecast period. These categories are also subject to the most investment in new product development and marketing, with the leading players focusing on producing professional-like products and in providing products that are designed to meet specific oral care needs.
Hawley & Hazel Chemical, a subsidiary of Colgate-Palmolive, holds an outright lead in the category thanks to the popularity of its Colgate and Darlie brands. These brands are present across the entire category including toothpaste, manual toothbrushes and battery toothbrushes.
In oral care, several outlets such as Watsons, RT-Mart and Carrefour are also present with their own private label dental floss sticks or interdental floss. Despite low consumer awareness, they attract some consumers thanks to their lower prices.
International players remained dominant in oral care leaving little scope for local operators in 2018. This is because the former have greater experience in the category and much wider expertise and superior financial resources, enabling them to develop specialised products and engage in mass media advertising campaigns and regular in-store promotions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.