Brazil is the No. 3 market for oral care products, trailing only the US and China, according to Euromonitor International. Last year, toothpaste sales rose 1.7% in value terms and 2.9% in volume terms. These gains were attributed to heated competition among the market leaders. Colgate-Palmolive dominates the Brazilian market with a 69% share, followed by Unilever (19%) and P&G (5%).
According to a recent survey by Kantar Worldpanel, Brazilians second biggest beauty concern is whiter teeth. To help them achieve that goal, Colgate is launching Luminous White toothpaste, which contains microcrystals bleaching, similar to products used by dentists.
“The company identified the opportunity to launch a more cosmetic product, and has developed a more focused communication to consumers, who are increasingly concerned with their appearance,” explained Tamara Kulb, marketing director, oral care, Colgate-Palmolive.
But sales gains have been hindered by promotions. Toothpaste sales grew 2.9% in volume and 1.7% in value in 2011, according to data from Nielsen calculated through October. Two years after extending its Oral B franchise into toothpaste, P&G launched a GWP campaign to give away toothpaste with the purchase of a toothbrush. P&G maintains that its sales have jumped 195% in value terms for the 11 months ended November 2011.
To avoid price wars, marketers are launching oral care products with multiple benefits. New Colgatepromises whiter teeth in a week. Oral Bfeatures two new items that prevent gingivitis and protect sensitive teeth. Close Upadded a product that promises long-lasting protection against bad breath.
Sueli Ortega has written for Isto É and O Estado de São Paulo. Since 1987, she has served as a correspondent for Cosmetics International. In addition, she created the beauty channel for El Sitio, an Argentinean website and the Women Channel.