An overview of the french oral care market

Some figures:

• -On average, a french buy 4.4 toothpaste tubes a year, but according to dentists, we should use around 22 toothpaste tubes a year.

• -80% of the oral care market revenue come from hypermarkets and supermarkets, the remaining 20% from pharmacy .

• -In 2013, the toothpaste market total revenue was 409,64 million euros. It's 5% higher than in 2012.

• -The two leaders are Colgate (the worldwide oral care market leader) and signal, with respectively 14.3% marketshare and 31.1%.

The toothpaste market can be divided in two categories. First, the "specific" toothpaste, which is developed to treat a specific problem, such as inflammation of the gums or sensitive teeth. These toothpastes tend to be marketed in a pharmaceutical way (Tonigencyl, Vademecum, Sensodyne). Then, the general toothpaste, which is just regular toothpaste such as Signal or Colgate.

The toothpaste market is extremely competitive, but there is potential for the brands. Toothpaste is becoming a health product instead of a beauty product. That's why big companies such as Colgate are trying to launch new products on the pharmaceutical market (Colgate Palmolive).

To understand the french market, here is a map of the most known brands:

Positioning map of toothpaste brands in France

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