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Ireland oral care market: Colgate-Palmolive the leading player with 25% value share in 2012
Oral Care in Ireland - a new market research report on 2014-04-18 03:45:03
Colgate-Palmolive leads the Ireland oral care market with a 25% value share. The company benefits from strong brand loyalty to Colgate toothpaste products amongst Irish consumers and maintains a 41% share of this category in 2012 ahead of GlaxoSmithKline on 40%. The company ranked second in toothbrushes with a 22% share behind Procter & Gamble (32%) and second behind Pfizer Consumer Healthcare (73%) in mouthwashes/dental rinses with 9% value share.

With Irish retailing struggling to recover and consumer spending remaining stubbornly low, the level of discounting and price promotions continues to remain high. Oral care products, most notably toothpastes and manual toothbrushes, remain prime targets for retailers, especially supermarkets and discounters, striving to boost volume sales and retain consumer interest. Electric toothbrushes equally continue to be offered at half the recommended retail price especially, in the run-up to Christmas, with discounted prices visible across all retail channels, including department stores and pharmacies.

Oral care in Ireland is expected to achieve a CAGR of 2% in constant value terms over the forecast period. As part of necessary cuts to public spending, Ireland´s government must continue with its programme of budgetary reductions, with a further €3.5 billion reduction to spending required in 2012 alone. It can be expected that reduced access to free or subsidised dental services following changes to national insurance schemes will discourage consumers from expensive dentistry services and cause them to continue to rely more heavily on affordable mass products. This will provide a welcome boost to a category which is expected to remain heavily reliant on promotional and discounting activity to drive volume sales for some time to come.

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Mike King
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