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Toothpaste - Global Market Trends
Published on November 2009

                                                                                                              Report Summary

Toothpaste is one of the most dynamic segments of the oral care market. The frequency of product launches in existing segments of
the market and genesis of new product segments contributes to continuous evolution of the toothpaste market. Increase in sales of
oral hygiene products in major markets worldwide has largely resulted from growing awareness of hygiene and product innovation.
New advancements have led to the launch of a variety of high-priced, value-added multifunctional products in several oral care
categories such as toothpastes and toothbrushes. Whitening toothpastes and products offering multiple functions are driving growth in
the dentifrices segment.


Currently, for major toothpastes, averting tooth decay is not sufficient, which usually guarantee benefits such as fresher breath,
healthier gums and whiter teeth. Technological advancements in recent years have altered the toothpaste segment to one that offers
additional benefits besides just fighting cavities to customers. This made manufacturers to roll out products with a lot of additional
features that were not available previously.


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




                                                                                                              Table of Content


TOOTHPASTEBMR-1189



                                    CONTENTS



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


 2. MARKET DYNAMICS                                                     4
     Outlook                                            4
     Trends and Issues                                          4
      Biotechnology to Enable Re-growth of Teeth                                4
      Multipurpose Toothpastes Augment Oral Care Market                             4
      Toothpaste: Largest Segment in Oral Care                                  5
      Rise in Value-Added Toothpastes                                   5
      Change in Marketers Strategy                                  5
      Brand Extensions: Order of the Day                                6



Toothpaste - Global Market Trends                                                                                                 Page 1/11
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      New Flavors Flood Market                                  6
      Mint - The Favorite Flavor                            7
     Emerging Segments in the Toothpaste Market                               7
      Popularity of Whitening Toothpastes                                7
      Toothpastes with Natural Ingredients Gain Popularity                    8
      Sensitivity Toothpastes                               8
      Children's Toothpaste                                 9
      Remineralizing Systems                                    9
     Leading Players and Brands in Major Markets Worldwide in the
      Recent Past                                     9
     Demographic Trends                                     10
     Consumption of Toothpaste - A Global Overview                            11
     Market Structure and Competition                                11
      Saturation Triggers Competition and Segmentation                         11
      Multinationals - Ruling the Roost                             12
      Competitive Factors                                  12
      Emerging Mega Markets                                     12
      Key Factors Impacting Sales                                   12
       Factors Impacting Sales of Toothpastes in the Worldwide
       Market (On a Scale of 1-10)                              12
       Advertising and Promotion                                12
       Advertising - For A 'Brand' New Smile                             12
       The GEL Craze                                       13
       Branding - Impact on Purchases                                13
       Advertising in the Children's Toothpaste Segment                       14
       Distribution Channels                               14
       Retail Scenario Across Major Markets                              14
       Strategies to Increase Market Share                            14
       Emergence of Multi-Channel Buyers                                 14


 3. PRODUCT FACTS                                                15
     A. Regular                                     15
     B. Anti-Caries                                   15
     C. Children's                                  15
     D. Desensitizing                                  15
     E. Gum Protection                                     15
     F. Multi-benefit                                 15
     G. Tartar Control                                 15
     H. Whitening                                     16
     I. Others                                    16


 4. CORPORATE DEVELOPMENTS                                                    16
     Church & Dwight to Acquire Orajel and OTC Brands                              16
     Anchor Health to Take Over International Oral and Personal
      Care Brands                                      16
     Pepsodent Signs Agreement with the Indian Dental Association                       17
     Colgate-Palmolive Establishes Toothpaste Plant                           17
     Pfizer Divests Consumer Healthcare Business                              17
     Elgydium® Toothpaste Enters the U.S. Market                              17
     Chinese Government Certifies LG H&H's Bamboo Salt Toothpaste


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      as a Renowned Brand                                  18
     Clearly Calcium Introduces Caffeinated Buzz Toothpaste                     18
     GlaxoSmithKline Launches Aquafresh Iso-Active Foaming Gel                       18
     Pearl Drops Adds Two Novel Products to its Range                          18
     Xlear Introduces Spry Spearmint, Fluoride- derived Toothpaste                  19
     Lion Corporation Releases Extra Herb Flavor                          19
     Alltracel Acquires Synpart's Oral Care Company                        19
     Colgate-Palmolive Acquires SS Oral Hygiene Products                        19
     Colgate-Palmolive Takes Over Advanced Oral Care Products                        20
     Colgate-Palmolive Acquires Professional Oral Care Products                     20
     African Consumer Care Establishes New Production Facility                      20
     Farmax to Tap New Markets                                  20
     FDA Approves Crest Toothpaste                               20
     JASON Introduces PowerSmile® Cinnamon Mint Toothpaste and
      Mouthwash                                       21
     Manuka Health Launches NZ Propolis BIO30 & UMF®20+ Manuka
      Toothpaste                                      21
     Natural Dentist Unveils a Novel Line of Toothpaste                    21
     GlaxoSmithKline Releases New Pronamel Toothpaste                               22
     GlaxoSmithKline Relaunches Macleans Brand                                 22
     GlaxoSmithKline Introduces The Aquafresh Children's Range                       22
     Aquafresh Milk Teeth for 0-3 years                         23
     Aquafresh Little Teeth for 4-6 years                       23
     Aquafresh Big Teeth for 6+ years                           23
     Oriflame Launches Optifresh Toothpaste                           23
     Green People Introduces Minty Cool Toothpaste                         24
     Eco-Dent Unveils Res-Q-Dent Toothpaste                               24
     Zion Health Releases New Version of ClayBrite Natural Toothpaste                    24
     Colgate Releases Colgate Max White                              25


 5. MAJOR PLAYERS                                           25
     Church & Dwight (US)                                  25
     Colgate-Palmolive Company (US)                                  25
      Colgate-Palmolive Gmbh (Germany)                                26
      Colgate-Palmolive (India) Limited (India)                  26
      Gaba Holding AG (Switzerland)                             26
     GlaxoSmithKline (UK)                                  27
     Henkel AG & Co. KGaA (Germany)                                   27
     Johnson and Johnson (US)                                   27
     Procter & Gamble Company (US)                                   28
     Unilever N.V. (The Netherlands/UK)                          28
      Hindustan Unilever Limited (India)                        28


 6. GLOBAL MARKET ANALYTICS                                               29


 7. THE UNITED STATES                                           39
     Oral Hygiene Products: Outlook                             39
     Trends and Issues in the Toothpaste Market                           39
      Whiteners Drive Category Growth                            41
      New Product Development Drives Dental Products Market                         42


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      Growing Demand for 'all in one' Toothpastes                         43
      Multiple Trends Mark Toothpaste Category                            43
      Children's Toothpaste Market: Booming                              44
      Multi-Benefit Segment: On an Upward Trend                            44
      Whitening Toothpastes: Prolific Sales                          45
      Toothpaste for Sensitive Teeth: Niche Market                        46
      Traditional/Regular Toothpastes: Losing Appeal                       46
     Advertising/Promotion and Distribution Scenario                       46
     Consumer Trends                                          47
     Demographic Trends                                        48
     Toothpaste from China Under Scanner                                  48
     Trade Dynamics                                         48


 8. CANADA                                                50
     Canada Restricts Entry on Adulterated Toothpastes                         50


 9. JAPAN                                              52


 10. EUROPE                                               53


 a. France                                           57


 b. Germany                                              60


 c. Italy                                        63


 d. The United Kingdom                                         64


 e. Spain                                            67


 f. Russia                                          68


 g. Rest of Europe                                        70


 11. ASIA-PACIFIC                                             71
     Oral Hygiene Market                                      71
     Price-Conscious Consumers                                      71
     Australia                                      72
      Australian Authorities Ban Toothpastes with Excessive DEG
       Content                                       72
     China                                          72
      Toothpaste Market                                       72
      Rise in Chinese Economy Boosts Toothpaste Market                             73
      China-Largest Producer of Toothpaste in the World                        73
      Consumer Trends                                         73
      Chinese Toothpastes Exports Sink                               74
      China to Re-Define Safety Rules for Toothpaste                          74
     Hong Kong                                           74
      Hong Kong Bans Sales of Three Chinese Toothpastes                             74
     India 75 Factors Fueling Growth                                75


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      Toothpaste Market                                      75
      Competitive Scenario                                   76
       Dwindling Colgate Share in Toothpaste Market                         76
       Contribution of Cibaca to Volume Growth                         77


 12. THE MIDDLE EAST                                              79
     Saudi Arabia                                       79
      Signal Social Mission Program to Focus on Oral Habits                      79


 13. LATIN AMERICA                                            80
     Colgate-Palmolive Leads From Front                                80
     Peru                                          80



EXHIBITS


     Table 1: Market Shares of Select Toothpaste Manufacturers by
     Geographic Region in the World - 2005


     Table 2: Per Capita Consumption of Toothpaste by Select
     Countries in the World - 2005 (in ml)


     Table 3: Global Toothpaste Market by Region for the Period
     2007-2015 (Sales in US$ Million)


     Table 4: Percentage Breakdown of Global Toothpaste Market by
     Region for the Years 2008 & 2012


     Table 5: Global Regular Toothpaste Market by Region for the
     Period 2007-2015 (Sales in US$ Million)


     Table 6: Percentage Breakdown of Global Regular Toothpaste
     Market by Region for the Years 2008 & 2012


     Table 7: Global Anti-Caries Toothpaste Market by Region for
     the Period 2007-2015 (Sales in US$ Million)


     Table 8: Percentage Breakdown of Global Anti-Caries
     Toothpaste Market by Region for the Years 2008 & 2012


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


     Table 10: Percentage Breakdown of Global Whitening Toothpaste
     Market by Region for the Years 2008 & 2012


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


     Table 12: Percentage Breakdown of Global Children's Toothpaste


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     Market by Region for the Years 2008 & 2012


     Table 13: Global Desensitizing Toothpaste Market by Region for
     the Period 2007-2015 (Sales in US$ Million)


     Table 14: Percentage Breakdown of Global Desensitizing
     Toothpaste Market by Region for the Years 2008 & 2012


     Table 15: Global Gum Protection Toothpaste Market by Region
     for the Period 2007-2015 (Sales in US$ Million)


     Table 16: Percentage Breakdown of Global Gum Protection
     Toothpaste Market by Region for the Years 2008 & 2012


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


     Table 18: Percentage Breakdown of Global Multi-benefit
     Toothpaste Market by Region for the Years 2008 & 2012


     Table 19: Global Tartar Control Toothpaste Market by Region
     for the Period 2007-2015 (Sales in US$ Million)


     Table 20: Percentage Breakdown of Global Tartar Control
     Toothpaste Market by Region for the Years 2008 & 2012


     Table 21: Global Other Toothpaste Market by Region for the
     Period 2007-2015 (Sales in US$ Million)


     Table 22: Percentage Breakdown of Global Other Toothpaste
     Market by Region for the Years 2008 & 2012


     Table 23: Market Shares of Leading Toothpaste Manufacturers by
     Value Sales in the US - 2005


     Table 24: Market Shares of Leading Toothpaste Manufacturers by
     Volume Sales in the US - 2005


     Table 25: Market Shares of Leading Toothpaste Brands by Value
     Sales in the US - 2007


     Table 26: Market Shares of Leading Toothpaste Brands by Volume
     Sales in the US - 2007


     Table 27: Market Shares of Leading Toothpaste Brands by Value
     Sales through Drug Stores in the US - 2007


     Table 28: Market Shares of Leading Toothpaste Brands by Volume
     Sales through Drug Stores in the US - 2007




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     Table 29: Market Shares of Leading Whitener Products Brands by
     Value Sales through Drug Stores in the US - 2006


     Table 30: Market Shares of Leading Whitener Products Brands
     by Volume Sales in the US - 2006


     Table 31: Percentage Share of Toothpaste Manufacturer Dollar
     Sales by Trade Class - 2005


     Table 32: Percentage Share of Toothpaste Manufacturer Unit
     Sales by Trade Class - 2005


     Table 33: US Imports of Toothpaste, Denture Cleaners and
     Other Oral Hygiene Preparations by Country - 2007 (In US$
     Million)


     Table 34: US Exports of Toothpaste, Denture Cleaners and
     Other Oral Hygiene Preparations by Destination - 2007 (In US$
     Million)


     Table 35: Toothpaste Market by Segment in the US: 2007-2015
     (Sales in US$ Million)


     Table 36: Percentage Breakdown of Toothpaste Market by Segment
     in the US for the Years 2008 & 2012


     Table 37: Toothpaste Market by Segment in Canada: 2007-2015
     (Sales in US$ Million)


     Table 38: Percentage Breakdown of Toothpaste Market by Segment
     in Canada for the Years 2008 & 2012


     Table 39: Toothpaste Market by Segment in Japan: 2007-2015
     (Sales in US$ Million)


     Table 40: Percentage Breakdown of Toothpaste Market by Segment
     in Japan for the Years 2008 & 2012


     Table 41: Market Shares of Leading Toothpaste Manufacturers by
     Value Sales in the US - 2005


     Table 42: Toothpaste Market by Region in Europe: 2007-2015
     (Sales in US$ Million)


     Table 43: Percentage Breakdown of Toothpaste Market by Region
     in Europe for the Years 2008 & 2012


     Table 44: Toothpaste Market by Segment in Europe: 2007-2015
     (Sales in US$ Million)




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     Table 45: Percentage Breakdown of Toothpaste Market by Segment
     in Europe for the Years 2008 & 2012


     Table 46: Percentage Breakdown of Leading Toothpaste
     Manufacturers by Value Sales in France - 2005


     Table 47: Toothpaste Market by Segment in France: 2007-2015
     (Sales in US$ Million)


     Table 48: Percentage Breakdown of Toothpaste Market by Segment
     in France for the Years 2008 & 2012


     Table 49: Percentage Breakdown of Toothpaste Distribution
     Channels in Germany - 2005


     Table 50: Percentage Breakdown of Leading Toothpaste
     Manufacturers by Value Sales in Germany - 2005


     Table 51: Toothpaste Market by Segment in Germany: 2007-2015
     (Sales in US$ Million)


     Table 52: Percentage Breakdown of Toothpaste Market by Segment
     in Germany for the Years 2008 & 2012


     Table 53: Toothpaste Market by Segment in Italy: 2007-2015
     (Sales in US$ Million)


     Table 54: Percentage Breakdown of Toothpaste Market by Segment
     in Italy for the Years 2008 & 2012


     Table 55: Percentage Breakdown of Leading Toothpaste
     Manufacturers by Value Sales in the UK - 2005


     Table 56: Toothpaste Market by Segment in the UK: 2007-2015
     (Sales in US$ Million)


     Table 57: Percentage Breakdown of Toothpaste Market by Segment
     in the UK for the Years 2008 & 2012


     Table 58: Toothpaste Market by Segment in Spain: 2007-2015
     (Sales in US$ Million)


     Table 59: Percentage Breakdown of Toothpaste Market by Segment
     in Spain for the Years 2008 & 2012


     Table 60: Market Shares of Toothpaste Manufacturers by Value
     Sales in Russia - 2005


     Table 61: Toothpaste Market by Segment in Russia: 2007-2015
     (Sales in US$ Million)


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     Table 62: Percentage Breakdown of Toothpaste Market by Segment
     in Russia for the Years 2008 & 2012


     Table 63: Toothpaste Market by Segment in Rest of Europe:
     2007-2015 (Sales in US$ Million)


     Table 64: Percentage Breakdown of Toothpaste Market by Segment
     in Rest of Europe for the Years 2008 & 2012


     Table 65: Toothpaste Penetration in India - 2006


     Table 66: Toothpaste Market by Segment in Asia-Pacific:
     2007-2015 (Sales in US$ Million)


     Table 67: Percentage Breakdown of Toothpaste Market by Segment
     in Asia-Pacific for the Years 2008 & 2012


     Table 68: Toothpaste Market by Segment in Middle East:
     2007-2015 (Sales in US$ Million)


     Table 69: Percentage Breakdown of Toothpaste Market by Segment
     in Middle East for the Years 2008 & 2012


     Table 70: Percentage Breakdown of Leading Toothpaste
     Categories in Peru - 2005


     Table 71: Toothpaste Market by Segment in Latin America:
     2007-2015 (Sales in US$ Million)


     Table 72: Percentage Breakdown of Toothpaste Market by Segment
     in Latin America for the Years 2008 & 2012



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