Oral Hygiene Products - A Global Market Perspective

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Oral Hygiene Products - A Global Market Perspective
Published on November 2009

Report Summary

The world oral hygiene market is in the midst of hectic activity rejuvenated primarily by technological advancements and novel
products. Dentifrice and toothbrushes are the primary growth drivers of the market and new products in these categories are the key
demand determinants. Growth in future is likely to be guided by increasing consciousness among consumers to maintain oral hygiene
and products tailored to consumer requirements.

These and other market data and trends are presented in "Oral Hygiene Products: A Global Market Perspective" by BizAcumen, Inc.
Our reports are designed to be most comprehensive in geographic coverage and vertical market analyses

Table of Content

ORAL HYGIENE PRODUCTSBMR-1187

CONTENTS

1. METHODOLOGY 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Quantitative Techniques & Reporting Level 3

2. GLOBAL MARKET OVERVIEW AND OUTLOOK 4
Oral Hygiene: On an Upward Trend 4
Major Trends/Issues 4
Beauty in the Bathroom 4
The New Kid in Town 4
Innovation is the Need of the Hour 5
Product Innovations Spur Growth 5
Multi Functional Products Drive Oral Care Market 5
Consumers Ask for Something More 6
Manual Toothbrush Segment Sees Growth 6
Power-Assisted Toothbrushes Drive Oral Hygiene Growth 6
Children's Oral Care Market: Key Target Base 7
Consumer Loyalty - A Major Demand Determinant 7
Gum Care - The Evolving Trend 8
Growing Popularity of Whitening Toothpaste and Strips 8
Oral Rinse Takes the Oral Care Market by Storm 8

Oral Hygiene Products - A Global Market Perspective Page 1/17


Toothbrush Sanitation Concerns Overplayed 8
Market Structure 9
Mature Market Growth Driven by Specialty Products 9
Saturation Triggers Competition 9
Brand Leveraging 10
Transnationals - Ruling the Roost 10
Diversification - A Survival Strategy 10
Competitive Scenario 10
Market Leaders - Brands & Companies 11
Leading Brands/Companies - A Recent Past Perspective 11
Key Factors Impacting Sales 12
Factors Impacting Sales of Oral Hygiene Products in the
Worldwide Market (On a Scale of 1-10) 12
Emerging Segments in Oral Care 13
Children's Oral Care Market 13
Remineralizing Systems 13
Tongue Cleaning - A New Segment in the Oral Care Market 14
Ultrasonic Toothbrushes - Useful for Aphthous Stomatitis
Patients 14
Market Features 14
Huge Investment in R&D 14
Low Asset Requirement 14
Marketing Strength 15
Distribution Network 15
Advertising and Promotion 15
Advertising - For A 'Brand' New Smile 15
Brand - Impact on Purchases 15
Channels of Distribution 16
Strategies to Increase Market Share 16
Emergence of Multi-Channel Buyers 16
Supermarkets as a Primary Distribution Channel 16
Premium Oral Care Brands to Profit Drug Stores 17

3. PRODUCT FACTS 17
Dentifrice 17
Toothbrush 17
Mouthwash 17
Dental Floss 17
Denture Care Products 18
Denture Cleansers 18
Denture Adhesives 18

4. CORPORATE DEVELOPMENTS 19
Church & Dwight to Take Over Del Pharmaceuticals Business 19
Linden Divests Stake in Ranir 19
Remedent Bags Purchase Order for Teeth Whitening System 19
Remedent Launches Strategic Marketing Group- GlamTech 19
Remedent Bags Order from CVS Pharmacy Stores 20
Elgydium Signs Distribution Agreement for Toothpaste 20
Medline Inks Purchase Agreement with Chester Labs for Mouth Rinse 20



Pepsodent Collaborates with IDA to Promote Oral Health Care 20
Colgate-Palmolive Acquires Majority Stake in CC Health Care 21
3M to Take Over German TOP-Service 21
Remedent Inks Distribution Deal with BriteDent 21
Remedent Inks Deal with Thimar Al Jazirah 21
Remedent Enters into a Contract with Al Mazroui 21
QuantRx Inks Marketing Agreement with ALT BioScience 22
Oral-B Launches Classic GumProtect Toothbrush 22
Paradise Dental Launches Platypus for Effective Flossing 22
GlaxoSmithKline Launches Sensodyne Gum Protection 22
US Company Launches Kissable for Oral Care 23
Xlear Launches Spry Green Tea Flavored Gum 23
Preventech Introduces Spearmint Flavor to NEXT 23
Pearl Drops Launches Cosmetic Teeth Whitener 23
GlaxoSmithKline Launches Aquafresh Iso-Active Foaming Gel 23
GlaxoSmithKline Launches Aquafresh 3 Way Buzz Toothbrush 24
Practicon Launches SmileGoods® Toothbrushes 24
Oral-B and Crest Introduces 3D White Paste and Brush 24
Kimberly-Clark Introduces KIMVENT 24
GlaxoSmithKline Introduces New Mouthrinse 25
Oral-B to Launch CrossAction Complete Toothbrush to Expand
CrossAction Line 25
AT Bluebell Pharmacies Launches Dentium Total Solution Toothpaste 25
Xlear Introduces Spry Tooth Gel with Infant Pacifier 25
Tom's of Maine Launches a New Formula 25
Lornamead Transfers Headquarters to Connecticut 26
Chattem Takes Over Johnson & Johnson Brands 26
3M Acquires PERIDEX Brand from Zila 26
Mattel Collaborates with Procter & Gamble 26
HYTEC Merges with IMTEC 27
Wrigley Secures ADA's Seal of Acceptance for Sugar-Free
Chewing Gums 27
Premier Purchasing Inks Agreement with Sage Products 27
African Consumer Care Establishes Toothpaste Plant 27
Colgate-Palmolive Acquires Majority Stake in Three Toothpaste
Companies 27
Hindustan Lever Limited Changes Name to Hindustan Unilever
Limited 27
DENTSPLY Takes Over Sultan Healthcare 28
Electro-Optical Inks Licensing Deal with KaVo Dental 28
Neks Technologies Unveils DetecTar mini 28
Sunstar Launches GUM® Summit'+ Toothbrush 28
Zenith Dental Launches ClearShield 5% Sodium Fluoride Varnish 29
GlaxoSmithKline Launches Aquafresh Extreme Clean Purifying
Mouthwash 29
Sunstar Americas Introduces New Go- Betweens Ultra 29
Sunstar Introduces Soft-Picks 29
Ultreo Launches Toothbrush with Ultrasound Wave Technology 30
Johnson & Johnson Introduces Reach CleanPaste Floss 30
Premier Launches Fluoride Varnish 30



GlaxoSmithKline Introduces New Aquafresh White Trays 30
Hindustan Unilever Introduces Pepsodent Kids Toothpaste 30
Oral-B Introduces Shiny Clean Toothbrush 31
Oral-B® Introduces Triumph' With Smart Guide' 31
Sunstar Subsidiary Launches GUM Products 31
Oriflame Introduces New Oral Hygiene System 31
Alva-Amco Introduces Teeth Desensitizing Rinse 31
JASON Introduces New Flavored Toothpaste & Mouthwash 32
Vista Dental Products Launches Spring Toothbrush 32
Vista Dental Products Introduces Breeze Toothbrushes 32
Xlear Introduces New Spry Spearmint Toothpaste 32
LISTERINE® Introduces LISTERINE WHITENING® Quick Dissolving
Strips 32

5. MAJOR PLAYERS 33
Church & Dwight (US) 33
Colgate-Palmolive (US) 33
Dentaid (Spain) 33
Dr. Fresh Inc. (US) 33
GlaxoSmithKline (UK) 34
Henkel KgaA (Germany) 34
Johnson & Johnson (US) 34
Jordan AS (Norway) 35
Kao Corp (Japan) 35
Lion Corp (Japan) 35
Procter & Gamble (US) 35
Global Gillette 36
Oral-B Laboratories 36
Sunstar Inc (Japan) 36
Unilever NV, The Netherlands/UK 36

6. MARKET ANALYTICS 37

7. THE UNITED STATES 48
An Overview of the Oral Care Market in the US 48
Weak Economic Conditions of Late 90s Failed to Dampen Oral
Care Sales 48
Market Perspective and Trends 49
Mature Market Growth Driven by Specialty Products 49
Dental Care Segment Expected to Witness Slow Growth 49
FDA Blacklists China Made Toothpastes 50
Product Introductions: Vital for Maintaining Growth 50
Toothbrushes, Mouthwashes and Whiteners: Major Drivers 50
Declining Price Points: A Favorable Contributor 52
Premium Products Spur Growth 52
Children's Oral Care Market - Opportunities Galore 52
Tongue Cleaners - An Emerging Market 53
Varied Product Launches - A Survival Strategy 53
Segmental Market Analysis 53
Dentifrice Market 53



Major Players 54
Drugstores Sales - Major Brands 55
Tooth Whiteners Market 56
Toothbrush Market 57
Technology and Marketing - Fueling Growth 57
Powered Offerings Still Rev Toothbrush Sales 58
Children's Toothbrushes - A Lucrative Market 59
Leading Companies - A Recent Past Perspective 61
Mouthwash Market 63
Major Brands 63
Breath Fresheners Market 65
Mint Faces Stiff Competition 65
Internal Breath Fresheners 65
Launches from Major Players 66
Leading Breath Freshener Brands, Players and their Market
Shares Between 2004 and 2005 66
Dental Floss Market 67
Overview 67
Leading Dental Floss Players, Brands and Market Shares
Between 2004 and 2005 68
Denture Cleansers Market 68
Overview 68
Leading Denture Cleanser Players, Brands and Market Shares
Between 2004 and 2005 69
Denture Adhesives Market 69
Overview 69
Leading Denture Adhesive Brands, Players, and their Shares
Between 2004 & 2005 70
Dental Gums Market 70
Overview 70
Major Players and Market Shares 70
Key Trends 71
Oral Pain Relieving Market 72

8. CANADA 73
Market Characteristics 73
Segments with Rapid Growth 74
Denture Care Products Market 74

9. JAPAN 76




10. EUROPE 78

a. France 85

b. Germany 88

c. The United Kingdom 93

d. Italy 96

e. Spain 99

f. Russia 103

g. Rest of Europe 106

11. ASIA-PACIFIC 110

a. China 116

b. India 125

c. Rest of Asia-Pacific 129

12. MIDDLE EAST 130
Brief Description of Select Markets 130
Egypt 130
Israel 131
Saudi Arabia 131

13. LATIN AMERICA 133
Brief Description of Select Markets 134
Argentina 134
Brazil 134
Government's 'Brazil Sonriente' Program 134
Colombia 135
Peru 135

EXHIBITS

Table 1: Percentage Value Shares of Leading Oral Hygiene
Product Manufacturers in the World - 2006

Table 2: Percentage Value Shares of Leading Oral Hygiene
Brands in the World - 2007



Table 3: Percentage Share Breakdown of Leading Oral Hygiene
Manufacturers by Value Sales in the World - 2005

Table 4: Percentage Share Breakdown of Toothpaste

Table 5: Percentage Share Breakdown of Toothbrush

Table 6: Percentage Share Breakdown of Mouthwash Manufacturers
by Value Sales in the World - 2005

Table 7: Percentage Breakdown of Toothpaste Manufacturers by
Value Sales in the World - 2005

Table 8: Percentage Share Breakdown of Toothbrush

Table 9: Global Oral Hygiene Products Market by Region for
the Period 2007-2015 (Sales in US$ Million)

Table 10: Percentage Breakdown of Global Oral Hygiene Products
Market by Region for the Years 2008 & 2012

Table 11: Global Dentifrice Market by Region for the Period
2007-2015 (Sales in US$ Million)

Table 12: Percentage Breakdown of Global Dentifrice Market by
Region for the Years 2008 & 2012

Table 13: Global Toothbrush Market by Region for the Period

Table 14: Percentage Breakdown of Global Toothbrush Market by

Table 15: Global Mouthwash Market by Region for the Period

Table 16: Percentage Breakdown of Global Mouthwash Market by

Table 17: Global Breath Freshener Market by Region for the
Period 2007-2015 (Sales in US$ Million)

Table 18: Percentage Breakdown of Global Breath Freshener

Table 19: Global Dental Floss Market by Region for the Period




Table 20: Percentage Breakdown of Global Dental Floss Market
by Region for the Years 2008 & 2012

Table 21: Global Denture Care Products Market by Region for

Table 22: Percentage Breakdown of Global Denture Care Products

Table 23: Global Denture Care Products Market by Segment for

Table 24: Percentage Breakdown of Global Denture Care Products
Market by Segment for the Years 2008 & 2012

Table 25: Global Denture Cleanser Market by Region for the

Table 26: Percentage Breakdown of Global Denture Cleanser

Table 27: Global Denture Adhesive Market by Region for the

Table 28: Percentage Breakdown of Global Denture Adhesive

Table 29: Global Other Oral Hygiene Products Market by Region
for the Period 2007-2015 (Sales in US$ Million)

Table 30: Percentage Breakdown of Global Other Oral Hygiene
Products Market by Region for the Years 2008 & 2012

Table 31: Percentage Value Shares of Leading Toothpaste
Manufacturers in the US - 2008

Table 32: Percentage Shares of Toothpaste Brands by Sales
through Drugstores in the US - 2007

Table 33: Percentage Shares of Toothpaste Brands by Volume
Sales through Drugstores in the US - 2007

Table 34: Percentage Shares of Tooth Whitener Brands by Value

Table 35: Percentage Shares of Tooth Whitener Brands by Volume



Table 36: Percentage Breakdown of Tooth Whitener Manufacturers
by Value Sales in the US - 2005

Table 37: Percentage Breakdown of Toothbrush Market by Product
Segment in the US - 2005

Table 38: Percentage Value Shares of Toothbrush Manufacturers
in the US - 2008

Table 39: Percentage Value Shares of Manual Toothbrush Brands
in the US Drugstores - 2007

Table 40: Percentage Volume Shares of Manual Toothbrush Brands
in the US Drugstores - 2007

Table 41: Percentage Volume Shares of Leading Power Toothbrush
Brands theUS Drugstores - 2007

Table 42: Percentage Volume Shares of Power Toothbrush Brands
in the Drugstores - 2007

Table 43: Percentage Breakdown of Manual Toothbrush
Manufacturers by Value Sales in the US - 2004

Table 44: Percentage Breakdown of Manual Toothbrush Brands by
Value Sales in the US - 2005

Table 45: Percentage Share Breakdown of Power Toothbrush

Table 46: Percentage Share Breakdown of Power Toothbrush
Brands by Value Sales in the US - 2005

Table 47: Percentage Shares of Mouthwash/ Dental Rinse Brands
by Valuye Sales through Drugstores in the US - 2007

Table 48: Percentage Shares of Mouthwash/ Dental Rinse Brands
by Volume Sales through Drugstores in the US - 2007

Table 49: Percentage Shares of Mouthwash Manufacturers by
Value Sales in North America - 2005

Table 50: Percentage Share Breakdown of Mouthwash

Table 51: Percentage Shares of Mouthwash Brands by Value Sales
in the US - 2005

Table 52: Market Shares of Leading Breath Freshener Brands in
the US - 2004 (In Dollar Sales)



Table 53: Market Shares of Leading Breath Freshener Brands in
the US - 2004 (In Unit Sales)

Table 54: Percentage Shares of Dental Floss Brands by Value
Sales in the US - 2005

Table 55: Percentage Shares of Denture Cleanser (Tablets)
Brands y Value Sales in the US - 2004

Table 56: Market Shares of Major Denture Adhesive Brands in
the US - 2004 (In Dollar Sales)

Table 57: Percentage Shares of Dental Accessories/Tools Brands
through by Value Sales through Drugstores in the US - 2007

Table 58: Percentage Shares of Dental Accessories/Tools Brands
by Volume Sales through Drugstores in the US - 2007

Table 59: Oral Hygiene Products Market by Segment in the US:

Table 60: Percentage Breakdown of Oral Hygiene Products Market
by Segment in the US for the Years 2008 & 2012

Table 61: Percentage Shares of Leading Toothpaste
Manufacturers by Value Sales in Canada - 2005

Table 62: Oral Hygiene Products Market by Segment in Canada:

by Segment in Canada for the Years 2008 & 2012

Table 64: Market Shares of Leading Toothpaste Manufacturers in
Japan - 2005

Table 65: Percentage Shares of Dental Floss Manufacturers by
Value Sales in Japan - 2005

Table 66: Oral Hygiene Products Market by Segment in Japan:

by Segment in Japan for the Years 2008 & 2012

Table 68: Percentage Value Share of Leading Toothbrush
Manufacturers in Europe - 2008

Table 69: Market Share of Leading Toothbrush Vendors in Europe -



2004

Table 70: Percentage Share Breakdown of Leading Mouthwash
Manufacturers by Value Sales in Western Europe - 2005

Table 71: Percentage Shares of Leading Mouthwash Manufacturers
by Value Sales in Eastern Europe - 2005

Manufacturers by Value Sales in Europe - 2008

Table 73: Market Shares of Leading Toothpaste Vendors in
Europe - 2005

Table 74: Oral Hygiene Products Market by Region in Europe:

by Region in Europe for the Years 2008 & 2012

Table 76: Oral Hygiene Products Market by Segment in Europe:

by Segment in Europe for the Years 2008 & 2012

Table 78: Market Shares of Leading Toothbrush Vendors in
France - 2005

Table 79: Oral Hygiene Products Market by Segment in France:

by Segment in France for the Years 2008 & 2012

Table 81: Percentage Shares of Leading Oral Care Product
Manufacturers by Value Sales in Germany - 2005

Table 82: Market Shares of Leading Oral Care Manufacturers in
Germany - 2005

Table 83: Oral Hygiene Products Market by Segment in Germany:

by Segment in Germany for the Years 2008 & 2012

Table 85: Market Shares of Leading Dental Care Manufacturers
in the UK - 2005



Table 86: Oral Hygiene Products Market by Segment in the UK:

by Segment in the UK for the Years 2008 & 2012

Table 88: Market Shares of Leading Toothpaste Manufacturers in Italy - 2005

Table 89: Oral Hygiene Products Market by Segment in Italy:

by Segment in Italy for the Years 2008 & 2012

Table 91: Percentage Shares of Leading Oral Care Products
Manufacturers by Value Sales in Spain - 2005

Table 92: Oral Hygiene Products Market by Segment in Spain:

by Segment in Spain for the Years 2008 & 2012

Table 94: Oral Hygiene Products Market by Segment in Russia:

by Segment in Russia for the Years 2008 & 2012

Table 96: Oral Hygiene Products Market by Segment in Rest of
Europe: 2007-2015 (Sales in US$ Million)

Table 97: Percentage Breakdown of Oral Hygiene Products
Market by Segment in Rest of Europe for the Years 2008 &
2012

Table 98: Percentage Shares of Leading Toothbrush
Manufacturers by Value Sales in Asia-Pacific - 2005

Manufacturers by Value Sales in Asia-Pacific - 2005

Table 100: Percentage Shares of Mouthwash Manufacturers by
Value Sales in Asia-Pacific - 2005

Manufacturers by Value Sales in Korea - 2005

Table 102: Oral Hygiene Products Market by Region in
Asia-Pacific (excluding Japan): 2007-2015 (Sales in US$



Million)

Market by Region in Asia-Pacific (excluding Japan) for the
Years 2008 & 2012

Table 104: Oral Hygiene Products Market by Segment in
Asia-Pacific (excluding Japan): 2007-2015 (Sales in US$
Million)

Market by Segment in Asia-Pacific (excluding Japan) for the
Years 2008 & 2012

Table 106: Percentage Breakdown of Oral Care Products Demand
by Region in China - 2005

Table 107: Percentage Breakdown of Leading Toothpaste
Manufacturers by Volume Sales in China - 2005

Table 108: Percentage Shares of Leading Anti-Cavity Toothpaste
Manufacturers by Volume Sales in China - 2005

Table 109: Percentage Shares of Leading Herbal Toothpaste
Manufacturers by Volume Production in China - 2005

Table 110: Percentage Shares of Leading Whitening Toothpaste

Manufacturers by Value Sales in China - 2007


Table 113: Percentage Shares of Leading Mouth Rinse


Table 115: Percentage Breakdown of Leading Anti-Cavity
Toothpaste Manufacturers by Value Sales in China - 2005

Table 116: Percentage Shares of Leading Herbal Toothpaste

Table 117: Percentage Breakdowns of Leading Whitening
Toothpaste Manufacturers by Value Sales in China - 2005



Table 118: Percentage Shares of Leading Mouth Rinse Toothpaste

Table 119: Oral Hygiene Products Market by Segment in China:

Market by Segment in China for the Years 2008 & 2012

Table 121: Percentage Shares Breakdown of Leading Toothpowder
Manufacturers by Value Sales in India - 2005

Manufacturers by Value in India - 2007

Manufacturers by Value in India - 2007

Manufacturers by Value Sales in India - 2004

Table 125: Oral Hygiene Products Market by Segment in India:

Market by Segment in India for the Years 2008 & 2012

Table 127: Oral Hygiene Products Market by Segment in Rest of
Asia-Pacific: 2007-2015 (Sales in US$ Million)

Market by Segment in Rest of Asia-Pacific for the Years 2008 &
2012

Manufacturers by Value Sales in Middle East - 2005

Manufacturers by Value Sales in the Middle East - 2005

Table 131: Percentage Shares of Leading Mouthwash
Manufacturers by Value Sales in Middle-East & Africa - 2005

Table 132: Oral Hygiene Products Market by Segment in Middle
East: 2007-2015 (Sales in US$ Million)

Market by Segment in Middle East for the Years 2008 & 2012




Manufacturers by Value Sales in Latin America - 2005

Manufacturers by Value Sales in Latin America - 2005

Table 136: Percentage Breakdown of Toothpaste Manufacturer
Volume Sales by Category in Peru - 2004

Table 137: Oral Hygiene Products Market by Segment in Latin
America: 2007-2015 (Sales in US$ Million)

Market by Segment in Latin America for the Years 2008 & 2012

COMPANIES PROFILED



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