Which products are in hot demand and what’s new in the Oral Care category? FMCG investigates.

Consumers of all ages are more aware of the importance of gum and dental health and recent beauty trends have led to the emergence of various tooth whitening products. The latest Nielsen statistics also reveal positive growth in the Mouthwash and Dental Floss segments.

GlaxoSmithKline supplies Macleans, Sensodyne and Polident brands to New Zealand supermarkets and Kara Morrow, brand manager Oral Care, revealed some exciting new product developments, including Macleans Kids, which is launching in May 2012. She explains: “Introducing a set of products for each phase of a child’s dental development, Macleans is there every step of the way. Little Teeth toothpaste & Little Teeth brush for children 4-6 years, Big Teeth toothpaste & Big Teeth toothbrush for children seven years and over. These products join the Milk Teeth range already in market for 0–3 years.”

Sensodyne Gentle Dental Tape and Sensodyne Three Pack Brush are also launching in May 2012, along with Macleans Between Teeth toothbrushes, an inter-dental brush, available in Soft & Medium.

Last year GSK launched Sensodyne Rapid Relief Toothpaste for clinically proven relief. “It works in 60 seconds and is available in a 110g pack,” says Morrow.

Also in 2011, Sensodyne toothpaste 50g packs were launched, with smaller tubes ideal for travelling and encouraging trial (available in Total Care 50g and Total Care & Whitening 50g).

“Macleans iso-active whitening foaming gel was introduced in August 2011 – an innovative gel to foam technology in a unique aerosol can with 33% better whitening between teeth compared to a regular Macleans toothpaste,” says Morrow. This is available in Fresh Impact & Ice Impact.

Sensodyne iso-active foaming gel was launched in October 2011 – with gel to foam action for all-round protection and sensitivity relief (available in Multi Action & Whitening). At the same time, Sensodyne Gentle mouthwash was introduced – an alcohol-free formulation to complete the oral care regime for sensitivity sufferers. Pronamel toothpaste was launched in April 2012 to protect teeth against the effect of acid wear (available in Mint & Gentle Whitening).

Morrow comments: “Sensodyne Rapid Relief has been the key driver of the Sensodyne brand and toothpaste category growth and won ‘Best New Product’ in the Health & Beauty category at the Progressive 2011 Supplier Awards. It was described by the PEL merchandising manager as ‘fantastic innovation driving incremental growth in a flat category’. In the last 26 weeks to 25 March 2012, Sensodyne Rapid Relief is the third best selling sensitive paste sku, 14% share of T. Sensitive*.”

She adds: “For Macleans iso-active whitening foaming gel and Sensodyne iso-active foaming gel, the iso-active format has provided true innovation in the oral care category. It featured in mainstream health & beauty media within several editorial placements usually reserved for highly coveted beauty products. Also successful with consumers collectively across both brands, the iso-active foaming gel format is worth over $1 million retail value sales in the past 26 weeks.”

*Nielsen.

Red Seal

Red Seal will be relaunching its toothpaste range later this year to reflect the new branding.

“The packs have been simplified and focus upon communicating the natural herbal and mineral basis for formulations, which differentiates the brand from other competitors,” says Sue Millinchip, sales & marketing manager.

With the relaunch of Red Seal the company website will be upgraded with more information being made available on the health benefits of natural toothpaste.

“We have seen good growth in ex factory sales,” says Millinchip. She adds: “The category is fairly static in volume terms but we have seen consumers willing to pay a higher per-pack price for benefits such as whitening and sensitive teeth.

“In line with an overall increase in awareness of health, ingredients and the impact various products may have on overall health, we are seeing an increase in interest in naturally based toothpastes.”

Clever White

David Mcleod, director Creative Partners, says: “We currently have the CleverWhite teeth whitening brand on sale in NZ, nationally in Progressive and selected stores in Foodstuffs. Until recently, the two core products we have had on shelf are the main teeth whitening kit and the maintenance product – the teeth whitening stick. Over the past few months we have launched our dissolvable teeth whitening strips. Whitening strips are the USA’s number 1 method of whitening teeth and our strips have already hit the ground running, outselling our kits two to one in some stores. Over the next few years, regulations on peroxide content will be introduced – NZ has chosen 7% to be the maximum in OTC products. CleverWhite is sitting at 6% so well within the limits but also enough to be effective.

“Recently there has been a growth in ‘home beauty’ and products such as teeth whitening kits are reaping the rewards. Basically people are keen to have bright white teeth but paying upwards of $1000 at a dentist is nothing to smile about. Whitening toothpastes and mouthwashes have their place, but they lack the longevity of product contact to teeth (the longer the whitening agent is on your teeth the more effective its chances of working), that’s where our kit and strips come into their own,” says McLeod.

Johnson & Johnson

Johnson & Johnson has two significant oral care players – Listerine and Reach – in the New Zealand market.

“Listerine is in double digit growth at +13.5% (Aztec Cal YTD 11/03/2012) and is the market leader in mouthwash, while Reach is a key player in both floss and manual toothbrushes,” says Sarah Willmott, brand manager Oral Care.

So what happens when these two trusted oral care brands join forces?

Listerine is excited to announce the launch of the new Listerine Plaque Sweeper, designed by Reach, into the manual toothbrush category.

Willmott says: “Listerine Plaque Sweeper is a premium brush in this category and has been tested and proven to remove more plaque than the leading* premium toothbrush with its advanced design and multi cleaning bristles. Listerine has very loyal consumers that are committed to the brand and so now Listerine is able to offer them a brush to help them complete their oral care routine.”

This new news for Listerine will be supported by both an exciting media and an in-store campaign from May 2012 promoting the new premium Listerine Plaque Sweeper toothbrush.

Says Willmott: “We know people aren’t changing their toothbrushes as regularly as the dentist recommends, which is every two to three months, but with the new Listerine Plaque Sweeper, it’s going to be hard not to want one of these brushes when you hear about it and see it in store! As for the rest of 2012, there are a few more exciting surprises in store from Listerine so stay tuned…”

*Based on Aztec sales for manual toothbrushes MAT 11/3/2012

Colgate-Palmolive

Colgate-Palmolive is responsible for all Colgate branded Oral Care products, and major sub brands such as Total, Sensitive Pro-Relief, MaxWhite ONE, 360°, and Plax. Launched in August 2011 was the new Colgate MaxWhite ONE Toothpaste.

A spokesperson told FMCG: “With an attractive new look and a claim of whiter teeth in one week, this new premium whitening offering has proven a top seller - driving a 2.5% Dollar Share of Total Toothpaste, which now sees it the 12th ranked SKU nationally (Aztec Scan Data, Total Supermarkets, Dollar Share of Total Toothpaste, 6 months to 01/04/12).”

Launched in February of this year was Colgate Sensitive Pro-Relief Toothpaste range, as well as the Colgate Sensitive Pro-Relief Toothbrush. A highly anticipated launch, “Colgate Sensitive Pro-Relief is the first and only toothpaste to contain state-of-the-art Pro-Argin technology, and is proven to provide instant* and long-lasting relief from tooth sensitivity,” said the spokesperson. With a comprehensive media campaign in action, it is expected that Colgate Sensitive Pro-Relief will be a strong seller.

Other new products to keep an eye out for are Colgate MaxWhite ONE ICE – a new line extension for the successful MaxWhite ONE toothpaste, as well as Colgate MaxWhite ONE Mouthrinse. Colgate Design-It Power Toothbrush is another exciting new product, providing kids with a blank canvas and 130 stickers to create their own unique toothbrush design.

The spokesperson commented: “The Toothpaste category is showing continued growth of the Sensitive segment +7.3% Dollar Growth YA (Aztec Scan Data, Total Supermarkets, Dollar Growth % YA, MAT to 01/04/12), driven by both NPD and a growing awareness of tooth sensitivity treatment within New Zealand. The Cosmetic segment is also showing strong growth (+10.3% Dollar Growth YA), driven by strong NPD, such as that from the MaxWhite ONE sub-brand.”

* For instant relief apply product to each sensitive tooth with fingertip for one minute.

Pearl Drops Professional Intensive Whitening Toothpolish

Pearly white teeth are a sign of good dental health and beauty. Unfortunately, many of the foods we eat, the wine we drink and the coffee and tea that we love, can cause surface stains that aren’t easily removed by brushing and flossing alone.

Pearl Drops is the original at home teeth whitening specialist that offers a range of premium products for every day and special occasion use. It includes six oral care whitening products, each one containing a unique combination of cleaning and polishing agents that work together to remove plaque and other debris, leaving teeth feeling smooth and clean as well as looking whiter and brighter. The advanced dental formulas are effective and safely remove stains and surface discoloration without the use of harsh abrasives.

New Pearl Drops Professional Intensive Whitening with the same whitening ingredient used by dentists, helps remove and prevent stains caused by smoking, coffee, tea and red wine. It is a concentrated maximum strength toothpolish that can be used every day and offers professional stain removal plus whitening.

“New Pearl Drops Professional Intensive Whitening Toothpolish will complete your daily beauty routine by delivering whiter, brighter, healthier teeth and the confidence of a winning smile,” says Tommy Luk, export manager, Church & Dwight (Australia).

Global Products

Global Products owns the MouthFRESH Oral Care brand. The current portfolio includes toothpaste, a standard range of toothbrushes (adult and kids) and a premium range of toothbrushes (adult and kids).

Director Chris Potter says, “MouthFRESH sales in supermarkets continue to grow. Sales in the year to March 2012 are up 9.5% on the previous year (ex-factory sales). This growth is mainly driven through the MouthFRESH Premium brush range (up 30% on year previous).”

MouthFRESH is currently launching a new range of Flexi-head toothbrushes. Potter comments: “It is too early to say what effect it will have on the market, but initial results are positive with good sales coming out of the stores that currently stock it. MouthFRESH has also updated the children’s brushes, saying hello to a new range with racing cars, clowns and mice. Again initial reports back say that these changes are positive.”

Oral Care consumers are still lagging behind when it comes to changing their toothbrushes. Dentists recommend changing brushes every two to three months. New Zealanders still only average around six to seven months. Potter says: “Increasing display frequency is helping change Kiwis’ attitudes. A toothbrush purchase is generally still an impulse purchase so the more times we put an opportunity in front of a consumer, the more success we will have at ensuring that they change their brush more regularly.

“Consumers are reaching for MouthFRESH toothpaste and brushes more often due to the competitive pricing. In the tough economic times that we are currently facing, most consumers are being more careful with their money. Global Products will continue to push for more displays to ensure that Oral Care does not get forgotten about.”

Oral-B

P&G spokesperson Candice Glynn told FMCG: “Oral-B is a leader in the toothbrush market, with a range of products sold throughout New Zealand supermarkets including manual and power toothbrushes for children and adults and interdental products such as dental floss. Oral-B toothbrushes are used by more dentists than any other brand worldwide.”

She says: “The Oral-B Triumph with SmartGuide is Oral-B’s most technologically advanced toothbrush. This brush is embedded with microchips which track how you are brushing and sends a signal wirelessly to the remote control display which provides while-you-brush real-time feedback.”

The Oral-B Triumph employs proven oscillating-rotating technology, surrounding each tooth to gently remove plaque between each tooth and along the gum line.

New research* conducted by Oral-B into the dental health of Kiwis has revealed that more than 80% of us have cavities with many failing to brush, floss or rinse and the majority suffering from early signs of gum disease.

The Oral-B Powerbrush Survey showed oral health issues were common in New Zealand with more than eight out of 10 (81%) Kiwis having had cavities, more than half (51%) experiencing bleeding gums – a common sign of gingivitis – and a further four out of 10 (42%) admitting to having bad breath at some stage.

Just over half (55%) of Kiwis brush their teeth the dentist-recommended twice per day and around one third (36%) brush once per day. One in 10 (10%) Kiwis brush less often than once a day.

Despite these results more than half (54%) of Kiwis rated their overall oral health as good. A further 16% said it was excellent, with nearly one third (30%) rating their oral health as fair or poor. More than nine out of 10 (91%) Kiwis said having a nice smile is important when it comes to finding a partner.

* The Oral-B Powerbrush Survey – The December 2011 Perceptive Omnibus surveyed 1000 New Zealanders online using a nationwide sampling framework. The results were then weighted to Statistics New Zealand census gender, age and location data.