Canadian oral care market led by Procter & Gamble with a 36% retail share

Current value sales within the Canadian oral care market grew by 4% in 2012 to reach C$994 million. However, this was slower than the 5% increase recorded in 2011.

Despite product development and introduction of yet more products with advanced oral care claims, on the whole Canadian oral care is highly mature, especially when it comes to a number of key product categories.

30% of Canadians suffer from dentin hypersensitivity, otherwise known as sensitive teeth, which means retailers should have a range of products geared to this market.

Procter & Gamble maintained its lead in the Canadian oral care market with a 36% share of retail value sales in oral care in 2012.

The company offers well-known brands like Crest, Braun Oral-B, Scope, Fixodent and Fasteeth. In tooth whiteners, Crest Whitestrips leads with a 90% share of retail value sales.

Braun Oral-B is ranked first in manual toothbrushes with a 35% share of retail value sales, power toothbrushes with a 56% retail value share and electric toothbrushes with a 73% share. Crest also leads toothpaste with 31% retail value share.

The relatively high penetration of staple oral care products in Canada means that substantial retail volume sales growth is unlikely over the next five years. Retail value sales, on the other hand, have much greater room for positive growth.

Consumers have demonstrated an inclination towards premium-positioned products, and recent successes such as Crest 3D and Colgate Optic White point to high value, innovation-driven gains.

Persuading Canadian consumers to trade up from basic products, such as from manual toothbrushes to power toothbrushes or standard toothpaste to whitening toothpaste, will be a key driver of future growth -- along with increasing frequency of usage and, in turn, purchase.

The push to ensure consumers brush their teeth twice a day will also be instrumental in driving volume sales.

For more information on the Canadian oral care market, see the latest research: Oral Care Market Research

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