© Euromonitor International 2011 www.euromonitor.com

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

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-Palmolive (Pty) Ltd

Colgate (Colgate-Palmolive Co), Colgate 360 (Colgate-Palmolive Co), Colgate Fresh Confidence (Colgate-Palmolive Co), Colgate Herbal (Colgate-Palmolive Co), Colgate Junior (Colgate-Palmolive Co), Colgate Plax (Colgate-Palmolive Co), Colgate Total (Colgate-Palmolive Co), Colgate Triple Action (Colgate-Palmolive Co), Colgate Whitening (Colgate-Palmolive Co)

Gillette South Africa (Pty) Ltd Braun Oral-B (Procter & Gamble Co, The), Braun Oral-B Pulsar (Procter & Gamble Co, The)

GlaxoSmithKline SA (Pty) Ltd Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc)

Johnson & Johnson South Africa (Pty) Ltd

Jordan (Jordan AS), Lister-Fluor (Johnson & Johnson Inc), Listerine (Johnson & Johnson Inc), Listermint (Johnson & Johnson Inc), Reach (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

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