Oral care industry in South Africa


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Oral care industry in South Africa

  1. 1. ORAL CARE IN SOUTH AFRICA20 Jul 2011HEADLINES 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 careCOMPETITIVE LANDSCAPEColgate-Palmolive (Pty) Ltd continues to lead South African oral care with a value share of 40% in2010. It is followed by GlaxoSmithKline SA (Pty) Ltd, which holds a 26% value share and GilletteSouth 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 rinsescategory and, together with its Listermint and Lister-Fluor brands, gives the company a 69% valueshare 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 brandholding a value share of 83% in 2010. Reckitt Benckiser South Africa (Pty) Ltd’s Steradent brand isthe leader in denture care.© Euromonitor International 2011 www.euromonitor.com
  2. 2. NATIONAL BRAND OWNERS AND THEIR BRANDSCompany 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 (Colgate-Palmolive Co), Colgate 360 (Colgate-Palmolive Co), Colgate Fresh Confidence (Colgate-Palmolive Co), Colgate Herbal (Colgate-Palmolive Co), Colgate Junior (Colgate-PalmoliveColgate-Palmolive (Pty) Ltd Co), Colgate Plax (Colgate-Palmolive Co), Colgate Total (Colgate- Palmolive Co), Colgate Triple Action (Colgate-Palmolive Co), Colgate Whitening (Colgate-Palmolive Co) Braun Oral-B (Procter & Gamble Co, The), Braun Oral-B PulsarGillette South Africa (Pty) Ltd (Procter & Gamble Co, The)GlaxoSmithKline SA (Pty) Ltd Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc) Jordan (Jordan AS), Lister-Fluor (Johnson & Johnson Inc), ListerineJohnson & Johnson South Africa (Pty) (Johnson & Johnson Inc), Listermint (Johnson & Johnson Inc), ReachLtd (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© Euromonitor International 2011 www.euromonitor.com
  3. 3. FORECASTDEFINITIONS AND METHODOLOGYOral CareThis is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouthfresheners at-home teeth whiteners and dental floss.MethodologyThis report is derived from Euromonitor International’s Passport information system. Industryresearch is carried out by a global team of more than 600 in-country analysts and is based on a coreset 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© Euromonitor International 2011 www.euromonitor.com