1. ORAL CARE IN SOUTH AFRICA
20 Jul 2011
HEADLINES
Oral care grows by 9% to register sales of R2.2 billion in 2010
Premium toothpaste launches support category growth
The mouthwashes/dental rinses category achieves the fastest value growth of 12%
Unit prices increase in 2010
Colgate-Palmolive (Pty) Ltd leads South African oral care with a 40% value share in 2010
A constant value CAGR of 1% is forecast for South African oral care
COMPETITIVE LANDSCAPE
Colgate-Palmolive (Pty) Ltd continues to lead South African oral care with a value share of 40% in
2010. It is followed by GlaxoSmithKline SA (Pty) Ltd, which holds a 26% value share and Gillette
South Africa (Pty) Ltd with 12%. However, GlaxoSmithKline’s Aquafresh brand is the leading brand,
followed by Colgate and Braun Oral-B.
Johnson & Johnson South Africa (Pty) Ltd’s Listerine brand leads the mouthwashes/dental rinses
category and, together with its Listermint and Lister-Fluor brands, gives the company a 69% value
share in the category. Colgate-Palmolive’s Colgate Plax holds a strong second position, with a 22%
value share. Gillette South Africa dominates electric toothbrushes, with the Braun Oral-B brand
holding a value share of 83% in 2010. Reckitt Benckiser South Africa (Pty) Ltd’s Steradent brand is
the leader in denture care.
© Euromonitor International 2011 www.euromonitor.com

2. NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
Amka Products (Pty) Ltd Dentazyme (Dentacare Products)
Aspen Pharmacare Holdings Ltd Close-Up (Unilever Group), Mentadent (Unilever Group)
CCA Industries Inc Plus + White (CCA Industries Inc)
Colgate (Colgate-Palmolive Co), Colgate 360 (Colgate-Palmolive
Co), Colgate Fresh Confidence (Colgate-Palmolive Co), Colgate
Herbal (Colgate-Palmolive Co), Colgate Junior (Colgate-Palmolive
Colgate-Palmolive (Pty) Ltd
Co), Colgate Plax (Colgate-Palmolive Co), Colgate Total (Colgate-
Palmolive Co), Colgate Triple Action (Colgate-Palmolive Co), Colgate
Whitening (Colgate-Palmolive Co)
Braun Oral-B (Procter & Gamble Co, The), Braun Oral-B Pulsar
Gillette South Africa (Pty) Ltd
(Procter & Gamble Co, The)
GlaxoSmithKline SA (Pty) Ltd Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc)
Jordan (Jordan AS), Lister-Fluor (Johnson & Johnson Inc), Listerine
Johnson & Johnson South Africa (Pty)
(Johnson & Johnson Inc), Listermint (Johnson & Johnson Inc), Reach
Ltd
(Johnson & Johnson Inc)
New Clicks Holdings Ltd Clicks (Private Label)
Reckitt Benckiser South Africa (Pty) Ltd Steradent (Reckitt Benckiser Plc)
Stafford-Miller Ltd Sensodyne (GlaxoSmithKline Plc)
Sunpak (Pty) Ltd White Glo (Barros Laboratories Pty Ltd)
Source: Passport by Euromonitor International
© Euromonitor International 2011 www.euromonitor.com

3. FORECAST
DEFINITIONS AND METHODOLOGY
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth
fresheners at-home teeth whiteners and dental floss.
Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis
© Euromonitor International 2011 www.euromonitor.com