Oral care industry : Trends and prospects

1. Oral care industry : Trends and prospects
TRENDS
 Oral care saw value sales increaseby 3% in 2014, placing it roughly in line w ith the grow th in the rest of the review period
although slightly higher. Categories tend not to do particularly w ellor too poorly, considering that most people’s oral care
routine is fairly w ell-established. While many categories managed to eke out low , single-digit grow th, the continued high grow th
of electric toothbrushes and a good year for toothpaste made for relatively higher sales in 2014 as some consumers looked to
trade up in those tw o categories.
COMPETITIVE LANDSCAPE
 Oral care in the US continued to be contested by four major players in 2014, namely The Procter & Gamble Co, Colgate-
Palmolive, Johnson & Johnson Consumer Products and GlaxoSmithKline Consumer Health, w hich together accounted for a
retail value share of 72% in oralcare. Procter & Gamble, w ith its Crest, Oral-B, Fixodent and Scope brands, maintained its
position as the leading player, accounting for a 33% value share.
PROSPECTS
 Oral care in the US is predicted to increase by a CAGR of 1% in value terms at constant 2014 prices over the forecast period.
An inclination to trade up to more premium-positioned products, and ever-increasing levels of disposable income to enable this,
point tow ardsan increasingly positive market for oralcare, w hilst steady baseline demand for products that are considered a
necessity should limit dow nwards pressure. New product innovation driven by technology and expanding skus should help
drive sales of more premium positioned products, w hich is w hythe CAGR for the forecast period is expected to be higher than
the flat CAGR experienced over the review period.
Recommended by : Steve Rogers ( steve_rogers2014@outlook.com )