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ORAL CARE IN SOUTH AFRICA


20 Jul 2011

HEADLINES
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 care

COMPETITIVE LANDSCAPE
Colgate-Palmolive (Pty) Ltd continues to lead South African oral care with a value share of 40% in 2010. It is followed by GlaxoSmithKline SA (Pty) Ltd, which holds a 26% value share and Gillette South Africa (Pty) Ltd with 12%. However, GlaxoSmithKlines Aquafresh brand is the leading brand, followed by Colgate and Braun Oral-B. Johnson & Johnson South Africa (Pty) Ltds Listerine brand leads the mouthwashes/dental rinses category and, together with its Listermint and Lister-Fluor brands, gives the company a 69% value share in the category. Colgate-Palmolives Colgate Plax holds a strong second position, with a 22% value share. Gillette South Africa dominates electric toothbrushes, with the Braun Oral-B brand holding a value share of 83% in 2010. Reckitt Benckiser South Africa (Pty) Ltds Steradent brand is the leader in denture care.

Euromonitor International 2011

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NATIONAL BRAND OWNERS AND THEIR BRANDS


Company Name (NBO) Amka Products (Pty) Ltd Aspen Pharmacare Holdings Ltd CCA Industries Inc Brand (GBO) Dentazyme (Dentacare Products) Close-Up (Unilever Group), Mentadent (Unilever Group) 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-Palmolive Co), Colgate Plax (Colgate-Palmolive Co), Colgate Total (ColgatePalmolive Co), Colgate Triple Action (Colgate-Palmolive Co), Colgate Whitening (Colgate-Palmolive Co) Braun Oral-B (Procter & Gamble Co, The), Braun Oral-B Pulsar (Procter & Gamble Co, The) Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc) Jordan (Jordan AS), Lister-Fluor (Johnson & Johnson Inc), Listerine (Johnson & Johnson Inc), Listermint (Johnson & Johnson Inc), Reach (Johnson & Johnson Inc) Clicks (Private Label) Steradent (Reckitt Benckiser Plc) Sensodyne (GlaxoSmithKline Plc) White Glo (Barros Laboratories Pty Ltd)

Colgate-Palmolive (Pty) Ltd

Gillette South Africa (Pty) Ltd GlaxoSmithKline SA (Pty) Ltd Johnson & Johnson South Africa (Pty) Ltd New Clicks Holdings Ltd Reckitt Benckiser South Africa (Pty) Ltd Stafford-Miller Ltd Sunpak (Pty) Ltd
Source: Passport by Euromonitor International

Euromonitor International 2011

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FORECAST

DEFINITIONS AND METHODOLOGY


Oral Care This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss. Methodology This report is derived from Euromonitor Internationals Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set 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

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