GSK Iso-active Toothpaste Case Study: challenging the toothpaste behemoths with a new ingredient offering

Published by: Datamonitor

Published: Jan. 21, 2010 - 12 Pages

Table of Contents

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

Abstract

• 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

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