CP Case
...in value, priced $1.59/$2.09) and Value (24% of unit volume and 12% in value, priced c$1.29): the Super-Premium segment. Despite already representing 35% of the market in volume and 46% in value, this segment is still at an early stage of its life cycle, and is fueling the growth of the toothbrush market by providing, at higher price (between $2.29 and $2.89), the toothbrush capable of satisfying the health needs of baby-boomers. The dynamism of this segment is attracting several new players (Procter & Gamble, Beecham). A segmentation of the toothbrush market is showing three kinds of consumer behaviours: (i) therapeutics, 46% of population, are consumers concerned by oral health care and prevention, (ii) cosmetics, 21% of population, which drivers are appearance and the whiteness of teethes and finally (iii) uninvolved, 33% of population, which only purchase toothbrushes when confronted with oral health care problems. The distribution of toothbrush is split between traditional food store (43%), drugstore (31%) and mass retailers (21%) which importance is growing. We notice that 22% of all toothbrushes are distributed by dentists. Colgate-Palmolive (CP) In 91, CP is a global leader in the household, personal care market and more especially in the oral care business where it enjoys a 43% share of the toothpaste market and 16% of the toothbrush market. In the US, if CP is the leader in the toothbrush business with 23% of sales in volume it is only the number 2 in value with 23%, behind Oral-B with 31%. This difference volume / v...