ORAL CARE IN SOUTH AFRICA 20 Jul 2011
HEADLINES Oral care grows by 9% to register sales of R2.2 billion in 2010 Premium toothpaste launches support category growth The mouthwashes/dental rinses category achieves the fastest value growth of 12% Unit prices increase in 2010 Colgate-Palmolive (Pty) Ltd leads South African oral care with a 40% value share in 2010 A constant value CAGR of 1% is forecast for South African oral care
COMPETITIVE LANDSCAPE Colgate-Palmolive (Pty) Ltd continues to lead South African oral care with a value share of 40% in 2010. It is followed by GlaxoSmithKline SA (Pty) Ltd, which holds a 26% value share and Gillette South Africa (Pty) Ltd with 12%. However, GlaxoSmithKline’s Aquafresh brand is the leading brand, followed by Colgate and Braun Oral-B. Johnson & Johnson South Africa (Pty) Ltd’s Listerine brand leads the mouthwashes/dental rinses category and, together with its Listermint and Lister-Fluor brands, gives the company a 69% value share in the category. Colgate-Palmolive’s Colgate Plax holds a strong second position, with a 22% value share. Gillette South Africa dominates electric toothbrushes, with the Braun Oral-B brand holding a value share of 83% in 2010. Reckitt Benckiser South Africa (Pty) Ltd’s Steradent brand is the leader in denture care.
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NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO)
Brand (GBO)
Amka Products (Pty) Ltd
Dentazyme (Dentacare Products)
Aspen Pharmacare Holdings Ltd
Close-Up (Unilever Group), Mentadent (Unilever Group)
CCA Industries Inc
Plus + White (CCA Industries Inc)
Colgate-Palmolive (Pty) Ltd
Colgate (Colgate-Palmolive Co), Colgate 360 (Colgate-Palmolive Co), Colgate Fresh Confidence (Colgate-Palmolive Co), Colgate Herbal (Colgate-Palmolive Co), Colgate Junior (Colgate-Palmolive Co), Colgate Plax (Colgate-Palmolive Co), Colgate Total (ColgatePalmolive Co), Colgate Triple Action (Colgate-Palmolive Co), Colgate Whitening (Colgate-Palmolive Co)
Gillette South Africa (Pty) Ltd
Braun Oral-B (Procter & Gamble Co, The), Braun Oral-B Pulsar (Procter & Gamble Co, The)
GlaxoSmithKline SA (Pty) Ltd
Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc)
Johnson & Johnson South Africa (Pty) Ltd
Jordan (Jordan AS), Lister-Fluor (Johnson & Johnson Inc), Listerine (Johnson & Johnson Inc), Listermint (Johnson & Johnson Inc), Reach (Johnson & Johnson Inc)
New Clicks Holdings Ltd
Clicks (Private Label)
Reckitt Benckiser South Africa (Pty) Ltd
Steradent (Reckitt Benckiser Plc)
Stafford-Miller Ltd
Sensodyne (GlaxoSmithKline Plc)
Sunpak (Pty) Ltd
White Glo (Barros Laboratories Pty Ltd)
Source: Passport by Euromonitor International
Š Euromonitor International 2011
www.euromonitor.com
FORECAST
DEFINITIONS AND METHODOLOGY Oral Care This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss. Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis
Š Euromonitor International 2011
www.euromonitor.com