Competition in the toothpaste market in supermarket

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.

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)