Global Toothpaste Industry

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Global Toothpaste Industry
Published on November 2010

Report Summary

This report analyzes the worldwide markets for Toothpaste in US$ Million by the following product segments: Regular Toothpaste,
Anti-Caries Toothpaste, Children's Toothpaste, Desensitizing Toothpaste, Gum Protection Toothpaste, Multi-Benefit Toothpaste,
Tartar Control Toothpaste, Whitening Toothpaste, and Others. The report provides separate comprehensive analytics for the US,
Canada, Japan, Europe, Asia-Pacific, Middle East, and Latin America. Annual estimates and forecasts are provided for the period
2007 through 2015. A six-year historic analysis is also provided for these markets. The report profiles 85 companies including many
key and niche players such as Church & Dwight, Colgate-Palmolive Company, Colgate-Palmolive GmbH, Colgate-Palmolive (India)
Limited, Gaba Holding AG, GlaxoSmithkline, Henkel AG & Co. KGaA, Johnson and Johnson, Procter & Gamble Company, Unilever
N.V., and Hindustan Unilever Limited. Market data and analytics are derived from primary and secondary research. Company profiles
are mostly extracted from URL research and reported select online sources.

Table of Content

TOOTHPASTE MCP-5140
A GLOBAL STRATEGIC BUSINESS REPORT

CONTENTS

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 3
Quantitative Techniques & Analytics 3
Product Definitions and Scope of Study 3
A. Regular 4
B. Anti-Caries 4
C. Children's 4
D. Desensitizing 4
E. Gum Protection 4
F. Multi-benefit 4
G. Tartar Control 4
H. Whitening 4
I. Others 5

2. MARKET DYNAMICS 6
Market Outlook 6

Global Toothpaste Industry Page 1/22


Trends and Issues 6
Market for Personal Care Products Plunges Due to Recession 6
Biotechnology to Enable Re-growth of Teeth 6
Multipurpose Toothpastes Augment Oral Care Market 7
Toothpaste: Largest Segment in Oral Care 7
Rise in Value-Added Toothpastes 8
Change in Marketers Strategy 8
Brand Extensions: Order of the Day 8
Branded Players Fall Prey to Affordable Private Label
Substitutes 9
New Flavors Flood Market 9
Mint - The Favorite Flavor 9
Toothpaste Flavors: A Comparison of Global Leading Flavors
Used in Toothpastes 9
Emerging Segments in the Toothpaste Market 10
Popularity of Whitening Toothpastes 10
Table 1: Global Tooth Whitening Market (2008) : Percentage
Breakdown by Major Toothpaste Brands - Crest, Colgate Total,
Crest Whitening Plus Scope, Colgate, Sensodyne, Crest
Whitening Expressions, Colgate Max Fresh, Aquafresh Extreme
Clean and Others (includes corresponding Graph/Chart) 10
A Flip Side to Gaining Popularity of Whitening Toothpastes 11
Toothpastes with Natural Ingredients Gain Popularity 11
Sensitivity Toothpastes 11
Children's Toothpaste 12
Remineralizing Systems 12
Demographic Trends 12
Consumption of Toothpaste - A Global Overview 13
Table 2: Global Consumption of Toothpaste (2007): Per Capita
Consumption of Toothpaste for Select Countries in ml for the
US, Russia, Italy, Mexico, France, UK, Germany, Brazil,
Japan, China, and India (includes corresponding Graph/Chart) 14
Market Structure and Competition 14
Saturation Triggers Competition and Segmentation 14
Multinationals - Ruling the Roost 14
Table 3: Global Toothpaste Market (2009): Percentage Share
Breakdown of Value Sales by Leading Players
-Colgate-Palmolive, Procter and Gamble, Unilever and Others
(includes corresponding Graph/Chart) 15
Competitive Factors 15
Emerging Mega Markets 15
Key Factors Impacting Sales 15
Factors Impacting Sales of Toothpastes in the Worldwide
Market (On a Scale of 1-10) 15
Table 4: Global Toothpaste Market (2009): Percentage
Breakdown of Leading Brands - Crest Whitening Plus Scope,
Crest, Colgate Total, Colgate, Crest Pro-Health, Sensodyne,
Colgate Max Fresh, Crest Whitening Express, Colgate Total
Advance Clean, Acquafresh Extreme Clean and Others



Leading Players and Brands in Major Markets Worldwide in the
Recent Past 16
Table 5: Global Toothpaste Market (2007): Market Shares of
Select Players by Geographic Region for Colgate, Unilever,
P&G (Incl. Gillette), GSK, Henkel, and Others(includes
corresponding Graph/Chart) 17
Advertising and Promotion 17
Advertising - For A 'Brand' New Smile 17
Historic Data on Advertising and Promotion Spending by Major
Companies 18
Table 6: Advertising Spending of Colgate and PG in the US
for Year 2000-2004 (in US$ million) (includes corresponding
Graph/Chart) 18

Table 7: Media Expenditure of Select Toothpaste Brands in
the US (Historic Data for 2000 & 2001): Aquafresh, Arm &
Hammer, Colgate, Crest and Mentadent (in US$ Million)
The GEL Craze 19
Branding - Impact on Purchases 19
Advertising in the Children's Toothpaste Segment 19
Distribution Channels 19
Retail Scenario Across Major Markets 19
Strategies to Increase Market Share 20
Emergence of Multi-Channel Buyers 20

3. PRODUCT CLASSIFICATION AND OVERVIEW 21
History 21
Classification 21
Toothpaste Formula 22
Toothpaste Ingredients 22
Sorbitol 22
Citroxain 22
Fluoride 23
Stannous Fluoride 23
Types of Toothpastes 24
Cosmetic 24
Whitening Toothpastes 24
Therapeutic 24
Desensitizing Toothpastes 24
Tartar and Plaque Control 25
Anti-Gingivitis 25
Baking Soda-Based Toothpastes 25
Hydrogen Peroxide-Based Toothpastes 25
Cosmetic-cum-Therapeutic 25
Fluoride Toothpastes 26
Other Types of Toothpastes 26
Toothpaste for Children 26
Denture Pastes 26
Tooth and Gum Gel 26



Teeth Strengthening Pastes 26
Ginseng Toothpaste 26
Natural Toothpastes 26
Planta Pura Purifying Toothpastes 27
Toothpastes that Prevent Gum Disease 27
Toothpaste for Smokers 27
Toothpastes for Fresh Breath 27

4. PRODUCT INTRODUCTIONS/INNOVATIONS 28
Tom's of Maine Launches Wicked Fresh! TM Toothpaste and Mouthwash 28
Designs for Health Introduces PerioBiotic Toothpaste with
Dental-Lac 28
Colgate-Palmolive Launches Colgate® PROCLINICALTM Toothpaste 28
P & G Launches Crest Pro-Health Sensitive Shield Toothpaste 29
Future Group Introduces Sach Toothpaste 29
Natural Dentist Launches New Flavor for a Toothpaste in Kid's
Range 29
P & G Launched New Formula for Crest Expert Gum Protection
Toothpaste 30
Tom's of Maine Unveils Maximum Strength Sensitive Toothpaste 30
Crest Unveils Crest Complete 7 Expert Enamel Protection 30
Colgate-Palmolive Expands Distribution of Colgate Sensitive in
India 30
Kao to Unveil Medicated Pyuora® Nano-bright Toothpaste 31
Colgate Palmolive Launches Colgate Sensitive Pro-Relief 31
PearlinBrite Launches Laser Tooth Whitening Product 31
Splat Introduces New Blackwood Toothpaste for Whitening and
Cleaning 32
Dhathri Ayurveda Kendra Launches Maavila 32
ARM & HAMMER Launches Age Defying Toothpaste 32
Clearly Calcium Introduces Caffeinated Buzz Toothpaste 32
GlaxoSmithKline Launches Aquafresh Iso-Active Foaming Gel 33
Pearl Drops Adds Two Novel Products to its Range 33
Xlear Introduces Spry Spearmint, Fluoride-derived Toothpaste 33
Lion Corporation Releases Extra Herb Flavor 33

5. PRODUCT LAUNCHES IN THE RECENT PAST - A PERSPECTIVE BUILDER 34
JASON Introduces PowerSmile® Cinnamon Mint Toothpaste and
Mouthwash 34
Manuka Health Launches NZ Propolis BIO30 & UMF®20+ Manuka
Toothpaste 34
Natural Dentist Unveils a Novel Line of Toothpaste 34
GlaxoSmithKline Releases New Pronamel Toothpaste 35
GlaxoSmithKline Relaunches Macleans Brand 35
GlaxoSmithKline Introduces The Aquafresh Children's Range 35
Aquafresh Milk Teeth for 0-3 years 36
Aquafresh Little Teeth for 4-6 years 36
Aquafresh Big Teeth for 6+ years 36
Oriflame Launches Optifresh Toothpaste 36
Green People Introduces Minty Cool Toothpaste 36



Eco-Dent Unveils Res-Q-Dent Toothpaste 37
Zion Health Releases New Version of ClayBrite Natural Toothpaste 37
Colgate Releases Colgate Max White 37

6. RECENT INDUSTRY ACTIVITY 38
Colgate Palmolive India Completes Professional Oral Acquisition 38
Colgate Palmolive Vietnam Commences Production in New Unit 38
Macleans and UIDA Jointly Implement Oral Hygiene Awareness
Programs 38
Henkel India to Dispose Toothpaste and Soap Facility in India 39
GlaxoSmithKline to Acquire Biotene® Brand from Laclede 39
CapMan to Acquire Cederroth International 39
Church & Dwight to Acquire Orajel and OTC Brands 40
Anchor Health to Take Over International Oral and Personal
Care Brands 40
Pepsodent Signs Agreement with the Indian Dental Association 40
Colgate-Palmolive Establishes Toothpaste Plant 40
Pfizer Divests Consumer Healthcare Business 40
Elgydium® Toothpaste Enters the U.S. Market 41
Chinese Government Certifies LG H&H's Bamboo Salt Toothpaste
as a Renowned Brand 41

7. CORPORATE INDUSTRY ACTIVITY IN THE RECENT PAST - A PERSPECTIVE
BUILDER 42
Alltracel Acquires Synpart's Oral Care Company 42
Colgate-Palmolive Acquires SS Oral Hygiene Products 42
Colgate-Palmolive Takes Over Advanced Oral Care Products 42
Colgate-Palmolive Acquires Professional Oral Care Products 42
African Consumer Care Establishes New Production Facility 42
Farmax to Tap New Markets 43
FDA Approves Crest Toothpaste 43

8. FOCUS ON SELECT PLAYERS 44
Church & Dwight (US) 44
Colgate-Palmolive Company (US) 44
Colgate-Palmolive Gmbh (Germany) 44
Colgate-Palmolive (India) Limited (India) 45
Gaba Holding AG (Switzerland) 45
GlaxoSmithKline (UK) 45
Henkel AG & Co. KGaA (Germany) 46
Johnson and Johnson (US) 46
Procter & Gamble Company (US) 47
Unilever N.V. (The Netherlands/UK) 47
Hindustan Unilever Limited (India) 48

9. GLOBAL MARKET PERSPECTIVE 49
Table 8: World Recent Past, Current & Future Analysis for
Toothpaste by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
Markets Independently Analyzed with Annual Sales Figures in



US$ Million for Years 2007 through 2015 (includes

Table 9: World Historic Review for Toothpaste by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan),Latin America and Middle East Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2001through 2006 (includes corresponding Graph/Chart) 50

Table 10: World 11-Year Perspective for Toothpaste by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Middle East for Years 2005, 2010 & 2015

Regular Toothpaste by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and
Middle East Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2007 through 2015 (includes

Table 12: World Historic Review for Regular Toothpaste by
Geographic Region - US, Canada, Japan, Europe, Asia- Pacific
(excluding Japan), Latin America and Middle East Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2001 through 2006 (includes corresponding
Graph/Chart) 53

Table 13: World 11-Year Perspective for Regular Toothpaste by
US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan),Latin America and Middle East for Years 2005, 2010 &
2015 (includes corresponding Graph/Chart) 54

Anti-Caries Toothpaste by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Latin America
and Middle East Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2007 through 2015

Table 15: World Historic Review for Anti-Caries Toothpaste by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan),Latin America and Middle East Markets
Graph/Chart) 56

Table 16: World 11-Year Perspective for Anti-Caries Toothpaste



by Geographic Region - Percentage Breakdown of Dollar Sales
for US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan),Latin America and Middle East Markets for Years 2005,
2010 & 2015 (includes corresponding Graph/Chart) 57

Whitening Toothpaste by Geographic Region - US, Canada, Japan,

Table 18: World Historic Review for Whitening Toothpaste by
(excluding Japan), Middle East and Latin America Markets
Graph/Chart) 59

Table 19: World 11-Year Perspective for Whitening Toothpaste
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Middle East Markets for Years 2005, 2010 &

Children's Toothpaste by Geographic Region - US, Canada,
and Middle Eats Markets Independently Analyzed with Annual

Table 21: World Historic Review for Children's Toothpaste by
Graph/Chart) 62

Table 22: World 11-Year Perspective for Children's Toothpaste
for US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan),Latin America and Middle East Markets for Years 2005,
2010 & 2015 (includes corresponding Graph/Chart) 63

Desensitizing Toothpaste by Geographic Region - US, Canada,




Table 24: World Historic Review for Desensitizing Toothpaste
by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
Graph/Chart) 65

Table 25: World 11-Year Perspective for Desensitizing
Toothpaste by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan),Latin America and Middle East Markets for
Years 2005, 2010 & 2015 (includes corresponding Graph/Chart) 66

Table 26: World Recent Past, Current & Future Analysis for Gum
Protection Toothpaste by Geographic Region - US, Canada,

Table 27: World Historic Review for Gum Protection Toothpaste
Graph/Chart) 68

Table 28: World 11-Year Perspective for Gum Protection
(excluding Japan),Latin America and Middle East Markets for

Multi-Benefit Toothpaste by Geographic Region - US, Canada,

Table 30: World Historic Review for Multi-Benefit Toothpaste
Graph/Chart) 71

Table 31: World 11-Year Perspective for Multi-Benefit



(excluding Japan), Latin America and Middle East Markets for

Tartar Control Toothpaste by Geographic Region - US, Canada,

Table 33: World Historic Review for Tartar Control Toothpaste
Graph/Chart) 74

Table 34: World 11-Year Perspective for Tartar Control
(excluding Japan), Latin America and Middle East for Years
2005, 2010 & 2015 (includes corresponding Graph/Chart) 75

Other Toothpaste by Geographic Region - US, Canada, Japan,

Table 36: World Historic Review for Other Toothpaste by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Middle East Markets
Graph/Chart) 77

Table 37: World 11-Year Perspective for Other Toothpaste by
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Middle East Markets for Years 2005, 2010 &

10. UNITED STATES 79
A.Market Analysis 79
Outlook 79
Oral Hygiene Products: An Overview 79
Trends and Issues in the Toothpaste Market 79



Oral Care Market Reports Dull Growth in 2008 Amidst Global
Downturn 79
Product Launches in the Toothpaste Category Save the Day 80
Consumer Interest Tends towards Value-based Products 80
Table 38: Leading Players in the US Toothpaste Market
(2008): Market Share Breakdown by Value Sales for
Colgate-Palmolive, Procter & Gamble (P&G), Church &
Dwight, GlaxoSmithKline, Gillette and Others (includes

Table 39: Leading Players in the US Toothpaste Market
(2008): Market Share Breakdown by Volume Sales for
Colgate-Palmolive, Procter & Gamble (P&G),
GlaxoSmithKline,Church & Dwight, Gillette and Others

Table 40: Leading Brands in the US Toothpaste Market (2007 &
2008): Market Share Breakdown by Value Sales for Crest,
Crest Whitening Plus Scope, Colgate Total, Colgate, Crest
Pro Health, and Others (includes corresponding
Graph/Chart) 81

2008): Market Share Breakdown by Volume Sales for Crest,
Crest Whitening Plus Scope, Colgate Total, Colgate, Crest
Pro Health, and Others (includes corresponding
Graph/Chart) 82

2008): Market Share Breakdown by Value Sales through
Drug Stores for Colgate Total, Crest Whitening Plus Scope,
Crest, Sensodyne, Crest Pro Health and Others (includes

2008): Market Share Breakdown by Volume Sales through
Drug Stores for Crest Whitening Plus Scope, Colgate Total,
Crest, Colgate, Crest Pro Health and Others (includes
Whiteners Drive Category Growth 83
Table 44: Leading Brands in the US Whitener Products
Market (2008): Market Share Breakdown by Value Sales for
Crest Whitestrips, Crest Whitestrips Premium, Crest
Whitestrips Premium Plus, Wellquest Ionic White, White
Light and Others(includes corresponding Graph/Chart) 84

Table 45: Leading Brands in the US Whitener Products
Market (2008): Market Share Breakdown by Volume Sales for
Crest Whitestrips, Crest Whitestrips Premium, Plus White,
Crest Whitestrips Premium Plus, White Light and Others



New Product Development Drives Dental Products Market 84
Growing Demand for 'all in one' Toothpastes 84
Multiple Trends Mark Toothpaste Category 85
Children's Toothpaste Market: Booming 85
Multi-Benefit Segment: On an Upward Trend 86
Whitening Toothpastes: Prolific Sales 86
Toothpaste for Sensitive Teeth: Niche Market 87
Traditional/Regular Toothpastes: Losing Appeal 87
Distribution Scenario 88
Table 46: Percentage Share of Toothpaste Sales in Terms of
Dollars (2009):By Trade Class - Supermarkets, Drug Stores
and Discounters (includes corresponding Graph/Chart) 88

Table 47: Percentage Share of Toothpaste Sales in Terms of
Units in the Recent Past (2009): By Trade Class -
Supermarkets, Drug Stores and Discounters (includes
Consumer Trends 88
Demographic Trends 89
Table 48: Consumer Purchasing Patterns (Historic Data for
2001) 90
Toothpaste from China Under Scanner 90
Trade Dynamics in the Recent Past 91
Table 49: US Toothpaste, Denture Cleaners and Other Oral
Hygiene Preparations Market (2006 & 2007): Major Import
Sources by Country - Mexico, Canada, Ireland, China,
Netherlands and Others (In US$ Million) (includes

Table 50: US Toothpaste, Denture Cleaners and Other Oral
Hygiene Preparations Market (2006 & 2007): Major Export
Destinations by Country - Canada, Japan, UK, Germany,
Russia and Others (In US$ Million) (includes corresponding
Graph/Chart) 92
Focus on Select Players 92
B.Market Analytics 93
Table 51: US Recent Past, Current & Future Market Analysis
for Toothpaste by Product Segment - Regular, Anti-Caries,
Whitening, Children's, Desensitizing Gum Protection,
Multi-benefit, Tartar Control and Other Toothpaste Markets
Graph/Chart) 93

Table 52: US Historic Review for Toothpaste by Product
Segment - Regular, Anti-Caries, Whitening, Children's,
Desensitizing, Gum Protection, Multi-benefit, Tartar Control
and Other Toothpaste Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2001 through




Table 53: US 11-Year Perspective for Toothpaste by Product
Segment - Percentage Breakdown of Dollar Sales for Regular,
Anti-Caries, Whitening, Children's, Desensitizing, Gum
Protection, Multi-benefit, Tartar Control and Other
Toothpaste Markets for Years 2005, 2010 & 2015 (includes

11. CANADA 96
Outlook 96
Canada Restricts Entry on Adulterated Toothpastes 96
Table 54: Canadian Recent Past, Current & Future Market
Analysis for Toothpaste by Product Segment - Regular,
Toothpaste Markets Independently Analyzed with Annual Sales

Table 55: Canadian Historic Review for Toothpaste by Product

Table 56: Canadian 11-Year Perspective for Toothpaste by
Product Segment - Percentage Breakdown of Dollar Sales for
Regular, Anti-Caries, Whitening, Children's, Desensitizing,
Gum Protection, Multi-benefit, Tartar Control and Other

12. JAPAN 100
Outlook 100
Table 57: Leading Brands in the Japanese Toothpaste Market
(2008): Percentage Breakdown by Domestic Shipments for Lion
Corp., Kao Corp., Sunstar Toothpaste, Inc., Earth Chemical,
Sangi Co Ltd and Others (includes corresponding
Graph/Chart) 100
Focus On Select Players 100
Table 58: Japanese Recent Past, Current & Future Market




Table 59: Japanese Historic Review for Toothpaste by Product

Table 60: Japanese 11-Year Perspective for Toothpaste by

13. EUROPE 105
Outlook 105
Elementary Insight into the Domestic Market 105
Niche Segments 105
Government Intervention Increases Oral Healthcare Sales 105
Competitive Landscape 106
Table 61: Leading Players in the European Toothpaste Market
(2008): Market Share Breakdown by Value Sales for Colgate
(Incl. GABA), GSK, Unilever, Henkel, P&G and Others

Table 62: Leading Toothpaste Brands in Europe (2007):
Percentage Breakdown by Sales for Odol Med 3, Elmex, Blend
A Med, Colgate and Others (includes corresponding
Graph/Chart) 107
Leading Players - A Historic Perspective 107
Leading Toothpaste Brands in Big Five European Countries (
2002) - France, Germany, Italy, Spain and UK 107
Oral Care Brands in Europe (2000) 107
Focus on Select Players 107
Table 63: European Recent Past, Current & Future Analysis
for Toothpaste by Geographic Region - France, Germany,
Italy, UK, Spain, Russia and Rest of Europe Markets
Graph/Chart) 108

Table 64: Europe Historic Review for Toothpaste by
Geographic Region - France, Germany, Italy, UK, Spain,
Russia and Rest of Europe Markets Independently Analyzed



with Annual Sales Figures in US$ Million for Years 2001
through 2006 (includes corresponding Graph/Chart) 109

Table 65: European 11-Year Perspective for Toothpaste by
France, Germany, Italy, UK, Spain, Russia and Rest of Europe
Markets for Years 2005, 2010 & 2015 (includes corresponding
Graph/Chart) 110

Table 66: European Recent Past, Current & Future Market

Table 67: European Historic Review for Toothpaste by Product

Table 68: European 11-Year Perspective for Toothpaste by

13a. FRANCE 114
Outlook 114
Sluggish Mass Market Performance Hinders Toothpaste Market
Growth 114
Private Label Category Undergoing Changes 114
Leading Players 115
Table 69: Leading Players in the French Market for
Toothpaste (2007): Percentage Breakdown of Value Sales for
Unilever, Colgate,GSK, Henkel, and Others (includes
Table 70: French Recent Past, Current & Future Market



Table 71: French Historic Review for Toothpaste by Product
Desensitizing, Gum Protection, Multi- benefit, Tartar
Control and Other Toothpaste Markets Independently Analyzed

Table 72: French 11-Year Perspective for Toothpaste by

13b. GERMANY 119
Outlook 119
Toothpaste Market: A Review 119
Table 73: Percentage Breakdown of Toothpaste Distribution
in Germany (2009): Supermarkets, Drug Stores, Schlecker,
Discount and Others (includes corresponding Graph/Chart) 120
Leading Players 120
Table 74: Leading Players in the German Market for
Toothpaste (2008): Percentage Breakdown of Value Sales for
Colgate (Incl. GABA),GSK, P&G, Unilever, and
Others(includes corresponding Graph/Chart) 120

Table 75: Leading Brands in the German Toothpaste Market
(2007):Percentage Breakdown of Market Share for Colgate,
Licor del Polo, Signal, Binaca, Kemphor, Denivit and Others

Table 76: Leading Brands in the German Children's
Toothpaste Market (Historic Data for 2000): Market Share
Breakdown by Value Sales for Elmex Kinder, Theramed Junior,
Blendi, Odol Med3 Milchzahn, Putzi and Colgate My First and
Others (includes corresponding Graph/Chart) 121
Table 77: German Recent Past, Current & Future Market

Table 78: German Historic Review for Toothpaste by Product




Table 79: German 11-Year Perspective for Toothpaste by
Gum Protection, Multi- benefit, Tartar Control and Other

13c. ITALY 125
Overview 125
Greater Penetration Level Leaves Little Scope 125
Table 80: Italian Recent Past, Current & Future Market

Table 81: Italian Historic Review for Toothpaste by Product
Desensitizing, Gum Protection, Multi- benefit, Tartar
Control and Other Toothpaste Markets Independently Analyzed

Table 82: Italian 11-Year Perspective for Toothpaste by

13d. THE UNITED KINGDOM 129
Overview 129
Consumer Trends 129
Tooth Whitening Trend Gathers Momentum 129
Leading Players 130
Table 83: Leading Players in the UK Market for Toothpaste
(2009): Percentage Breakdown of Value Sales for Colgate,
GSK, P&G, and Other (includes corresponding Graph/Chart) 130
Imports & Exports Scenario - Historic Statistics 130
Table 84: Imports of Toothpaste and Denture Cleaners in the
UK for Years 2003 through 2006 (in US$ Million) (includes




Table 85: Exports of Toothpaste and Denture Cleaners in the
UK for Years 2003 through 2006 (in US$ Million) (includes
Table 86: UK Recent Past, Current & Future Market Analysis
for Toothpaste by Product Segment - Regular, Anti-Caries,
Whitening, Children's, Desensitizing, Gum Protection,
Multi-benefit, Tartar Control and Other Toothpaste Markets
Graph/Chart) 131

Table 87: UK Historic Review for Toothpaste by Product

Table 88: UK 11-Year Perspective for Toothpaste by Product
Segment - Percentage Breakdown of Dollar Sales for Regular,

13e. SPAIN 134
Overview 134
Table 89: Leading Brands in the Spanish Toothpaste Market
(2008) Market Share Breakdown Based on Domestic Shipments
for Lion Corp, Sunstar, Kao and Others (includes
Table 90: Spanish Recent Past, Current & Future Market

Table 91: Spanish Historic Review for Toothpaste by Product



Table 92: Spanish 11-Year Perspective for Toothpaste by

13f. RUSSIA 138
Overview 138
Global Majors Take a Lead 138
Table 93: Leading Players in the Russian Toothpaste Market
(2007): Market Share Breakdown by Value Sales for P&G,
Colgate, Nevskaya, Kalina, GSK, and Others (includes
Developments in the Toothpaste Market 139
Toothpastes Provide Profitable Business for Russian
Cosmetic Companies 139
New Launches Drive Growth 139
Consumer Trends 139
Table 94: Russian Recent Past, Current & Future Market
Protection, Multi-benefit,Tartar Control and Other

Table 95: Russian Historic Review for Toothpaste by Product

Table 96: Russian 11-Year Perspective for Toothpaste by
Gum Protection, Multi- benefit, Tartar Control and Other

13g. REST OF EUROPE 143
Outlook 143
Table 97: Rest of Europe Market for Toothpaste - Recent
Past, Current & Future Market Analysis by Product Segment -




Table 98: Rest of Europe Historic Review for Toothpaste by
Product Segment - Regular, Anti-Caries, Whitening,
Children's, Desensitizing, Gum Protection, Multi-benefit,
Tartar Control and Other Toothpaste Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2001 through 2006 (includes corresponding Graph/Chart) 145

Table 99: Rest of Europe 11-Year Perspective for Toothpaste
by Product Segment - Percentage Breakdown of Dollar Sales
for Regular, Anti-Caries, Whitening, Children's,
and Other Toothpaste Markets for Years 2005, 2010 & 2015

14. ASIA-PACIFIC 147
Outlook 147
Oral Hygiene Market 147
Price-Conscious Consumers 147
Australia 147
Australian Authorities Ban Toothpastes with Excessive DEG
Content 147
China 148
Toothpaste Market 148
Rise in Chinese Economy Boosts Toothpaste Market 149
China-Largest Producer of Toothpaste in the World 149
Consumer Trends 149
Chinese Toothpastes Exports Sink 149
China to Re-Define Safety Rules for Toothpaste 149
Leading Players and Their Market Shares - Historic Perspective 150
Table 100: Leading Players in the Chinese Toothpaste Market
(2001): Market Share Breakdown by Value Sales for Guangzhou
Colgate-Palmolive Co Ltd, Procter & Gamble (China) Company,
Tianjin Liantian Group Stock Co Ltd, Dencare (Chongqing)
Oral Care Co Ltd, Guangzhou Masson Group Corporation,
Colpal Chemical Industrial Co Ltd and Others (includes

Table 101: Leading Players in the Chinese Anti-Cavity
Toothpaste Market (2001): Market Share Breakdown by Value
Sales for Guangzhou Colgate-Palmolive Co Ltd, Shanghai
Unilever Toothpaste Co Ltd., Liuzhou Liangmianzhen Co Ltd,
Tianjin Liantian Group Stock Co Ltd, Procter & Gamble
(China) Company, Guangzhou Masson Group Corporation and



Others (includes corresponding Graph/Chart) 151

Table 102: Leading Players in the Chinese Herbal Toothpaste
Market (2001): Market Share Breakdown by Value Sales for
Shanghai Unilever Toothpaste Co Ltd, Guangzhou
Colgate-Palmolive Co Ltd, Liuzhou Liangmianzhen Co Ltd,
Procter & Gamble (China) Company, Guangzhou Masson Group
Corporation and Others (includes corresponding Graph/Chart) 151

Table 103: Leading Players in the Chinese Whitening
Toothpaste Market (2001): Market Share Breakdown by Value
Sales for Guangzhou Colgate-Palmolive Co Ltd, Procter &
Gamble (China) Company, Shanghai Unilever Toothpaste Co
Ltd, Liuzhou Liangmianzhen Co., Ltd. and Others (includes

Table 104: Leading Brands in the Chinese Toothpaste Market
(2000): Market Share Breakdown for Colgate, Zhonghua,
Crest, Signal, Liangmianzhen, Heimei, Legsuanling,
Liubizhi, Kangchiling and Others (includes corresponding
Graph/Chart) 152

Table 105: Total Toothpaste Production Volume Breakup of
Leading Players in China (2001): Guangzhou
Colgate-Palmolive Co Ltd, Procter & Gamble (China) Company,
Tianjin Liantian Group Stock Co Ltd, Dencare (Chongqing)
Oral Care Co Ltd, Guangzhou Masson Group Corporation,
Colpal Chemical Industrial Co Ltd and Others (In million
Yuan) (includes corresponding Graph/Chart) 153

Table 106: Anti-Cav



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