when all products are used in tandem,
maximum results can be achieved for
whiter, brighter teeth.
A Breath of Fresh Air
Meanwhile, sales in the Spanish oral
hygiene market rose 5.4% to $200 million, according to AC Nielsen.
Sales of mouthwash rose 11.3% while
toothbrush sales gained 2.8%.
Whitening and breath freshening
products both posted substantial gains
in the past year. Top brands in the
Spanish oral sector are Colgate (28%),
Henkel (13%) and GSK ( 11.5%).
New innovations in toothpastes in
particular have abounded in Spain,
with Henkel’s launch of Licor de Polo
Pro-Salud leading the way. Pro-Salud
offers a complete formula to prevent
cavities and combat and eliminate
plaque as well as protect gums.
Meanwhile, Colgate’s new Max White
formula eliminates superficial stains
while Signal’s White Now acts as a
cosmetic whitener by coating yellowish
and gray colored teeth with a whitening film.
On the Up
The UK posted reasonable growth of
5.4% to $1.5 billion, according to figures from TNS Worldpanel.
Volume-wise, the amount of packs
sold in the UK was also up by an
albeit smaller, if encouraging, 2%,
which at least shows that some innovation and excitement is creeping into
the market slowly but surely. Sadly
though, individual categories did not
fare quite so well. Toothpaste sales fell
2.8%, while dental floss sales plunged
5.3% and denture cleaner sales fell
3.7%. Brand wise, Colgate topped the
charts, closely followed by Oral B,
Aquafresh, Listerine and Sensodyne.
There has been a flurry of activity in
mouthwash launches, which may have
helped bolster sales. Macleans has
launched the Total Health Mouth
rinse, which is said to provide antibacterial protection for the teeth. Also
new from Macleans is Freshmint
mouthwash, which freshens the mouth
and helps protect gums. Meanwhile,
GSK has also upped the ante with its
Corsodyl brand by launching a $1.8
million TV campaign earlier in the
For once, it seems to be good news
for all countries that make up the Big
5. Oral care certainly seems to be a
category that offers reason to smile,
even as the media is full of doom and
gloom about the economic situation in
Europe. If the sector can maintain the
pace of innovation and investment in
the new year, there will be more
smiles all round for some time.