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Brazil oral care market: Colgate-Palmolive the dominant industry player
Oral Care in Brazil - a new market research report on 2014-04-21 04:25:01
Colgate-Palmolive was a strong leader in the Brazil oral care market throughout the review period, and in 2012 accounted for 50% of value sales, benefiting from offering the Colgate and Sorriso brands. With regard to mass media advertising , the company always shows dentists recommending its oral care line, mainly for the Colgate Total brand. In 2012 the company continued to invest mainly in launches of products offering value-added benefits, such as the new version of Colgate Total 12 Gengiva Saudável (healthy gum).

Procter & Gamble launched a new line of oral care products under the Oral-B 3D White brand, which performed very well during the second semester of 2012. The new line is endorsed by the top model Gisele Bündchen, and comprises toothpastes, manual toothbrushes and the newest Oral-B 3D White whitestrips (included in tooth whiteners but still negligible in sales in 2012).

Oral care is expected to see a strong performance over the forecast period with a constant value CAGR of 8%. New products offering value-added benefits and advertising campaigns will continue to play a key role in boosting consumer awareness of oral care products. In this sense Colgate-Palmolive and Procter & Gamble should intensify investments in oral care in coming years.

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