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Oral Care in Germany

Germany oral care market: GlaxoSmithKline leading industry with 25% share

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2014-04-01 04:27:01 - Oral Care in Germany - a new market research report on

In 2012 in Germany GlaxoSmithKline still led overall oral care with a value share of 25%. The company´s good position in oral care is due to the popularity of its brands Odol, Dr Best, Sensodyne and Corega in Germany. These have been in the German market for a long period of time, and enjoy strong trust amongst German consumers. However, GlaxoSmithKline slowly lost share over the review period, falling from a 26% value share in 2007 to 25% in 2012. The decline in its performance can be attributed to the strong competition from other companies, including Procter & Gamble, which has an outstanding position in power toothbrushes, in which GlaxoSmithKline is more or less non-existent.

Consumers became increasingly aware of the



importance of oral care over the review period. This development was reflected in the performance of oral care on the one hand, and in the number of new product launches on the other. Consumers have become more proactive and responsible when it comes to oral care. In 2012, professional oral care was the trend in Germany, with a number of professional oral care products available, including Procter & Gamble´s premium range Blend-a-Med Pro-Expert.

Growth in overall oral care is forecast to slow down slightly during the forecast period. Sales are predicted to increase by a CAGR of 1% in constant value terms between 2012 and 2017. Compared with the review period CAGR, the forecast period CAGR is one percentage point lower in constant value terms. Growth will be driven by a continuing trend towards professional and high-quality oral care products. However, the slowdown can be attributed to the declining population in Germany. In addition, the average unit price of oral care products is forecast to see a decline.

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Mike King
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