Two groups share the market oral hygiene. Unilever is
leading the market in front of Procter & Gamble on the global market. But
Unilever is already everywhere in toothpastes supermarket rays including its
SIGNAL brand, while its competitor launched there is only two years, in January
2013, its first product for the GMS: Oral-B
Pro-Expert.
P & G group, which was already present in pharmacy
with Fluocaril, but proposed nothing on sale in supermarkets. This is the
biggest launch of the last decade for P & G in France because the group had
to obtain a strong brand of toothpaste in supermarkets.
So the adventure started, as a brand extension.
Oral-B, French and world leader in electric toothbrushes, has attacked with
very ambitious goal and means the toothpaste segment in supermarkets with first
franchise, Oral-B Pro-Expert.
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| Oral-B White luxe |
Moreover, it is a very competitive market, Oral-B does succeed his bet to eventually become the leader of the
oral hygiene in France? Perhaps, but in the meantime, competition is tough. And innovation constantly improves the
market.
Just
after the launch of Oral-B, Unilever has unsheathed with a new version of White
Now, White Now Gold. For its part, Colgate introduced its brand drugstore Elmex
in supermarkets, while also focusing on white with MaxWhite One Luminous.
Aquafresh (GSK group) was quick to respond with High Definition White.
But
whiteness is not the only area of development. Therapeutic toothpastes are also increasing, actors supermarkets
wanting to target consumers in the drugstore: Colgate Total Pro, Vademecum
(Henkel) ... And “the bio” also
happens in GMS (Biopha Nature).
But the
biggest surprise came from the leader. In late January, Unilever announced the
launch of Signal White Now Men, which is positioned as the first male
toothpaste (cf. the Louis-Adrien Suraud article)
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