A mega-watt smile

Corsodyl has two ranges which include the Daily range and Treatment range

Growth is being driven within the overall oral care category by brands using the latest scientific technologies to tackle specific problems, such as sensitivity, tooth erosion and gingivitis.

Print

Print

Brand Central

AT A GLANCE: ORAL CARE

• The oral care grocery market in Ireland is worth €37m*
• GlaxoSmithKline (GSK) Consumer Healthcare is the number two player in the grocery oral care market, worth €9.7m with a market share value of 24.7%
• Focusing on oral care has helped Wrigley achieve 7.2% sales growth (Source: MAT Nielsen ST w/e 27.01.2013)
• Extra is growing ahead of the gum category with 13% sales growth (Source: MAT Nielsen ST w/e 27.01.2013) 
• Three out of four adults suffer from gum disease**, yet only 6% are actually doing something about it***
• Corsodyl holds the number one position in the gum health paste sector**** and is driving 30.9% growth year-on-year
• Aquafresh kids paste holds the number one position in the kids sector with 51.7% value share of the children’s paste market***** 
• Sensodyne is the number one sensitive toothpaste***** 
• 84% of adults suffer from tooth erosion******
• Colgate Palmolive holds a leadership position in the oral care market, with 48.6% value share of the toothpaste market and 28.2% value share of the toothbrush market (Source: Nielsen 2012 Value €SOM, data to 27 Jan 2013)

*(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 30 December 2012)
**(Source: Statistics Bureau, MIC, United Nations: UK MOH, EW, Various GSK research)
***(Source: GSK Oral Care Shopper Research 2012)
****(Source: Nielsen ROI Scantrack Multiples YTD Value Sales and Value Share 2 December 2012)
*****(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 2 December 2012)
******(Source: National Dental Health Survey UK, Lussi, Schaffner, et al, Dental erosion in a population of Swiss adults Comm Dent Epid 1991-2004)

By continuously maintaining a stream of innovative new products to regenerate interest within the oral care category, several key brands are still managing to drive sales and are tracking ahead of the market, which is currently worth EUR*37 million within Ireland’s grocery market.

On a mission to improve Ireland’s dental health

In Ireland there are a number of oral care problems that consumers experience, ranging from acid erosion, gum disease and hypersensitivity. GSK has a portfolio of specialist products to cater for these conditions. In 2011, GSK launched the Dental Health Alliance (DHA). The Dental Health Alliance is the coming together of five oral care brands (Sensodyne, Aquafresh, Corsodyl, Poligrip & Biotene) to educate consumers on their oral health issues and to provide them with solutions for their specific oral care symptoms. The mission of the DHA is all about improving Ireland’s dental health through education.

Three out of four adults suffer from gum disease*, and yet, only 6% are actually doing something about it**. Gum disease, despite being a leading cause of tooth loss, couldn’t be lower on people’s agenda. Corsodyl’s mission is to change attitudes and behaviours to gum disease by delivering the message in a relevant and impactful way, making it impossible to ignore the warning signs.

Corsodyl is growing significantly ahead of the market and currently holds the number one position in the gum health paste sector*** and is driving 30.9% growth year-on-year.

Corsodyl has two ranges which include the Daily range and Treatment range. Within the Treatment range is Corsodyl Mint Mouthwash, which is clinically proven to treat gum disease (it contains Chorhexidine Diguconate, and it’s important to always read the label). In 2012, Corsodyl launched two new alcohol free variants ‘Cool Mint’ and ‘Fresh Mint’ into the Corsodyl Daily mouthwash range complete with new packaging. Along with this, four new Corsodyl Daily products were launched which included two toothbrushes – soft and medium, a floss and a tape. To help put gum disease at the forefront of consumers’ agendas, Corsodyl ran an impactful TV campaign in 2012 which showed the effects of gum disease if neglected. GSK will continue to support Corsodyl with impactful TV advertising in 2013.

GSK Consumer Healthcare ensures it caters for the wide variety of oral care needs and requirements of its consumers. Aquafresh has been specifically developed for use by families as an everyday toothpaste. In 2012, Aquafresh introduced new packaging across the range.

Aquafresh Kids paste currently holds the number one position in the kids sector with 51.7% value share of the children’s paste market****. The Aquafresh Kids range offers a greater choice of products for younger family members, which helps to promote a good oral care regime from a young age. 2013 will see the further development of the Aquafresh Kids range with some exciting new products coming to your shelves soon.

Sensodyne is the number one sensitive toothpaste**** within the sensitive sector, driving value into the market through its specialist products. Sensodyne ProNamel is a daily toothpaste which helps protect against acid erosion. In fact, 84% of adults suffer from tooth erosion*****.

Sensodyne Repair & Protect was introduced to the market in 2011 when an opportunity was identified to develop a unique product for the sensitivity category that actually repairs****** sensitive teeth. Using advanced NovaMin technology, Sensodyne developed an everyday fluoride toothpaste that offers users a product which can continuously help to repair******, strengthen and protect their teeth from sensitivity. Building on the phenomenal success of Sensodyne Repair & Protect in 2011, the makers of Sensodyne have introduced two new toothpastes to the range: Sensodyne Repair & Protect Extra Fresh and Sensodyne Repair & Protect Whitening which are set to enhance the value of the brand whilst the original Sensodyne Repair & Protect toothpaste continues to attract shoppers.

*(Source: Statistics Bureau, MIC, United Nations: UK MOH, EW, Various GSK research)
**(Source: GSK Oral Care Shopper Research 2012)
***(Source: Nielsen ROI Scantrack Multiples YTD Value Sales and Value Share 2 December 2012)
****(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 2 December 2012)
*****(Source: National Dental Health Survey UK, Lussi, Schaffner, et al, Dental erosion in a population of swiss adults Comm Dent Epid 1991-2004)
******(Repair provides clinically proven relief with twice daily brushing)

Generating Extra sales

This year Wrigley intends to increase chewing frequency with packaging innovation that targets new consumption opportunities.

January marked the launch of the new bottle pack format in top selling gum variants including; Extra Ice Peppermint, Extra White and Airwaves Menthol and Eucalyptus. Creating consumer value-for-money and retailing at €2.49, the new 46 piece bottle offers a 10% discount per pellet versus the standard single pack.

Consistent with Extra’s ‘Eat, Drink, Chew’ strategy, the bottle offers a stationery oral care solution where people spend considerable time eating and drinking, for instance, in the car and at the office. Unlocking these occasions will drive increased consumption while recruiting new chewers to the category.

Focusing on oral care has brought growth back to the gum category with Wrigley in 7.2% sales growth while Extra continues to connect with consumers, now growing ahead of the category in 13% sales growth (Source: MAT Nielsen ST w/e 27.01.2013).

The new bottle pack will be supported with bespoke TV in May and again later in the year. In-store, the launch will be featured on till point and in prefilled counter top units and floor displays.

Forging ahead in innovation

Colgate Palmolive continues to hold a leadership position in the oral care market, with 48.6%* value share of the toothpaste market and 28.2%* value share of the toothbrush market. Colgate will continue to grow the oral care category in 2013 with a strong pipeline of innovation which includes Total Interdental Toothpaste, Max White Shine Toothpaste, 360 Sonic Actiflex Toothbrush, Plax Complete Care Mouthwash and Max White One Mouthwash launching in the first half of the year alone.

*(Source: Nielsen 2012 €SOM, data to 27 Jan 2013)

Q & A with…

Kerrie McGee, oral health marketing executive, GlaxoSmithKline (GSK)

How have GlaxoSmithKline’s (GSK) brands continued to differentiate and drive interest in the oral care category?

The oral care grocery market in Ireland is worth €37m*. GlaxoSmithKline (GSK) Consumer Healthcare is the number two player in the grocery oral care market, worth €9.7m with a market share value of 24.7%.

GSK ensures it caters for the wide variety of oral care needs and requirements of its consumers. These include family/every day oral care (Aquafresh), denture care (Poligrip) and specialist care products for acid erosion, gum disease and dentine hypersensitivity. GSK’s dedication to innovation has continued to drive the category forward via the introduction of products such as Sensodyne Pronamel (specifically designed to protect teeth against acid erosion) and Sensodyne Repair & Protect, powered by Novamin technology.

In addition to this, GSK launched the Dental Health Alliance two years ago. This initiative sees the coming together of its five oral care brands – Sensodyne, Aquafresh, Corsodyl, Poligrip and Biotene – to educate consumers on oral health issues, provide a complete solution for consumers and contribute to the improvement of Ireland’s dental health. The Dental Health Alliance also has a dedicated Facebook page, www.facebook.com/dentalhealthalliance, where consumers can learn how to improve their dental health. Throughout 2013, GSK will support the Dental Health Alliance through various platforms, including digital, TV advertising as well as in-store merchandising which will drive education and trial.

This year GSK will continue to drive its reputation as category leader by building on a long term platform: further driving the oral care category by educating consumers at point of purchase and through its Dental Health Alliance Facebook page.

*(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 30 December 2012)
**(Repair provides clinically proven relief with twice daily brushing)

How has GSK expanded and developed its own range over the years to meet consumer demands?

GSK will continue to drive category innovation through NPD and consumer initiative for all its oral care brands.

Following the highly successful launch of Sensodyne Repair and Protect, two new variants were launched last year – Sensodyne Repair and Protect Whitening and Extra Fresh. Sensodyne is the number one sensitive toothpaste within the sensitive sector*, driving value through its popular products.

Our research also shows that 37% of children suffer from tooth decay**. Aquafresh kids paste currently holds number one position in the kids sector with 51.7% value share of the children’s paste market***. The Aquafresh Kids range offers a greater choice of products for younger family members, which helps to promote a good oral care regime from a young age. 2013 will see the further development of the Aquafresh Kids range with some exciting new products coming to your shelves soon.

The GSK portfolio also includes Corsodyl, the number one product within the specialist gum health category*, which has recently been extended to further meet consumer demands.

*(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 30 December 2012) 
**(Source: Whelton,H,Crowley, E, O’Mullane, D;Harding M, Guiney H Cronin, M Flannery, E Keleher, V. (2006) North South Survey of Children’s Oral Health in Ireland 2002. Brunswick Press Ltd)
***(Source: Nielsen ROI Scantrack Multiples MAT Value Sales and Value Share 2 December 2012)

Related Articles

Spar leads National Tree Day with school tree-planting initiative →

81% of consumers are unaware of proper pineapple storage – Fyffes  →

Hennessy releases Founder’s Edition to commemorate 300 years of Irish legacy →

As good as brew →