GSK Iso-active Toothpaste Case Study: challenging the toothpaste behemoths with a new ingredient offering
Datamonitor
January 21, 2010 12 Pages - SKU: DFMN2579053
|
|
Introduction
This case study on GSK Iso-active Toothpaste forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It assesses the potential of GlaxoSmithKline's recent toothpaste launches which contain the innovative iso-active ingredient.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
|
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- Analysis
- The oral healthcare market is dominated by two players, but low innovation could enhance the private label threat
- Colgate-Palmolive and P&G lead the substantially sized North American market with their respective brands
- Value for money and the product's promise are considered the most important oral healthcare attributes by consumers
- Premiumization is a key trend in toothpaste products, while kids and natural claims remain popular
- Key players will have to enhance innovation to keep the private label threat at bay
- GSK aims to take on the US market leaders with its innovative iso-active offerings
- Iso-active is billed as a breakthrough technology in toothpaste that responds to consumer needs for better mouth hygiene
- After success in Europe, GSK launched its iso-active toothpastes in the US in 2009
- While Aquafresh and Sensodyne have added different benefits, the iso-active element is designed to re-engage both brands with younger consumers
- Both brands have been launched in pressurized cans which aids shelf standout
- Various flaws in the can design have been noted by reviewers
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: The oral hygiene market in North America by value, $m, 2003-13
- Table 2: GSK's iso-active themed brands available in the US
- List of Figures
- Figure 1: Top five brands in the North American toothpaste sector, 2008
- Figure 2: Consumers demand value-for-money in oral hygiene products more than any other attribute
- Figure 3: The leading claims in North American toothpaste launches, 2007-09, are upscale, kids and natural
- Figure 4: Global toothpaste launches over the 2007-09 period have encompassed a variety of innovative functionalities
- Figure 5: GSK has conducted research to prove its Aquafresh Iso-active is more effective than normal toothpastes
- Figure 6: GSK's Aquafresh and Sensdyne are the only brands on the market to contain the iso-active technology
Share this report
Other tasks Related Markets Oral Hygiene/Oral Care Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
