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MARKET OVERVIEW

1.1 Definition and scope of the study

Toothpaste is an abrasive and antiseptic paste, gel or powder used to clean teeth for health and aesthetic reasons. The first commercially available toothpastes appeared in the 19th century, and it was in 1896 in New York City that Colgate produced the first tube of toothpaste in the form known today.

The toothpaste market is a sub-segment of the oral hygiene market which in turn is a segment of the hygiene and cosmetics market. The global toothpaste market is a relatively mature but growing market where dynamism is driven by innovation of supply.

Globally, toothpaste sales are growing amid increased health concerns and higher spending power which permits more people to access the product. Indeed, a CAGR of 3.1% over the period 2017 to 2024 is expected, with Asia-Pacific being the key driving market.

The French market, similar to that of the global market, is largely dominated by leading brands (such as Colgate) owned by large groups, whose sales are mainly made in supermarkets and hypermarkets.

The French still have some progress to make in the area of dental hygiene habits which proves that the sector is buoyant. Finally, the market is disrupted by the appeal of organic and natural products.

In 2020, due to the pandemic, toothpaste sales have slightly decreased. However, before the crisis, the sales showed a little increase, an upward trend that seems to resume in 2021.

1.2 A growing global market

The global market for oral care products was valued at US$**.* billion in ****, or *% of the overall hygiene and cosmetics market. It is a market in continuous expansion (***) and is expected to reach $US**.* billion in ****, equal to an average annual growth of *.*% over the period **** to ****. 

Market size oral products World, ...

1.3 A French market dominated by global brands

The market for personal hygiene products is in decline with a decrease in domestic demand in France for the third consecutive year (***). Nevertheless, oral hygiene products held up well, thanks in particular to the toothpaste segment [***].

The oral care branch accounted for *.*% of total personal care product billings in ****. 

Breakdown of ...

1.4 Summary of market determinants

The table below summarises the main determinants of toothpaste market activity; the evolution given for each factor is an assessment of the impact (***) in the coming years on the toothpaste market.

Source: ****

1.5 Covid-19 pandemic slightly affected the market

Covid-** and its numerous daily-life restrictions which maintained most of French people at home, resulted in a decrease in the overall level of oral hygene. Indeed, the fact of not going to work for most people made them "forget" about their oral habits, and the toothpaste category itself having has declined ...

DEMAND ANALYSIS

2.1 The French lag behind in dental hygiene

In spite of the many messages about oral hygiene, the French are below the recommended frequency for brushing teeth.  

**% brush once a day, whilst only **% brush three times a day. The **-** year olds are the most assiduous. On average, they consume three tubes of toothpaste per year when five ...

2.2 The French craze for natural and technological products

Toothpastes with an organic label have seen the greatest growth in mass distribution channels in France. At the end of May ****, the natural and organic offerings showed a **% growth in value compared to the previous year, and **% for the Bio segment alone [***].

Brands like Léa Nature are thus a must ...

2.3 Criteria for choosing a tube of toothpaste

"Classical" toothpaste remains the most used by French consumers in **** according to a report by Kantar Media. More than ** million French people used it during the year, a number that is lower than in **** (***).

This decrease is observed for all types of toothpaste, with the exception of organic products. The number ...

MARKET STRUCTURE

3.1 Overview of the French toothpaste industry

The French toothpaste industry represented *.*% of European production in ****. This places France in fourth place behind Germany (***).

The toothpaste market is a mature market in France. Manufacturers, mainly the leaders, are constantly using communication and marketing campaigns to strengthen the attractiveness and image of their brands. Such events often include celebrities ...

3.2 Production for the national and European markets

French production is mainly intended for the domestic market (***).

In ****, French exports of toothpaste accounted for €*** million. The main destinations of toothpaste exports are the Netherlands, Italy and Belgium.

  Main destination countries for toothpaste exports France, ****, % Source: ****

French imports totalled €*** million, up by *.*% compared to ****. Moreover, they come mainly from ...

3.3 Production processes and environmental considerations

Composition and production stages

As far as the industrial production of the product is concerned, all toothpastes generally contain the same ingredients:

abrasives detergents binding agents dyestuffs artificial flavours antiseptics preservatives humectants (***) therapeutic agents to combat caries or to whiten teeth, for example. The most common compound is sodium fluoride. Toothpastes ...

3.4 A distribution essentially based on supermarkets

Toothpastes are intended for private individuals for domestic use. These products are mainly sold in France through * major distribution channels:

Large and medium-sized stores (***): they offer the widest range of products in terms of references and price ranges. Pharmacies and parapharmacies Organic shops and grocery stores Online sales (***)

Toothpastes are very ...

ANALYSIS OF THE OFFER

4.1 Average prices recorded

In ****, the average price of one toothpaste unit was €*.** [***]. With a decline in sales volumes, market growth in **** was driven primarily by an average price increase. This can be explained in particular by the success of innovative, natural and organic products with higher added value.

The price of toothpaste at the ...

4.2 Offer segmentation

As previously stated, the brand plays a key role in the differentiation of toothpastes but product innovation is also a central factor to reap market share, particularly for the leaders who regularly launch new product lines [***]. Although it is a basic hygiene product, the marketing innovations of certain brands have sought ...

4.3 The popularity of the "organic" and natural segment

While the hygiene-beauty sector is declining by more than *% in value and volume, organic cosmetics are growing in double digits. Between **** and ****, the evolution of the turnover of the organic hygiene-beauty was around +**% [***].

While all hygiene-beauty segment suffered in supermarkets in ****, oral hygiene is doing quite well. Its turnover increased by ...

4.4 Innovation as a growth driver

Some players offer original textures with toothpastes in the form of dental tablets to be chewed and then lathered with the toothbrush, or solid toothpastes, and sleek packaging that appeals to and attracts new consumers. The development of premium offers and high-end products thus enables market players to limit market contraction ...

REGULATION

5.1 Toothpaste composition and toxicity

A study by the magazine ** millions de consommateurs en France, relayed by Medisite in ****, shows that some toothpastes contain endocrine disruptors and surfactants that are hazardous to health including three brands: Colgate Max Fresh, Colgate Total original and Fluoryl.

Consumers are therefore advised not to purchase toothpastes containing nanoparticles, triclosan, sodium ...

5.2 Regulations governing the offering for sale

Toothpastes can fall under several statuses. Some are related to cosmetic products, whether they are sold in pharmacies, parapharmacies, or supermarkets. As such, they do not necessarily have to prove their effectiveness before being placed on the market. However, they must guarantee their safety and comply with a list of authorised ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Unilever
  • Procter & Gamble France
  • Colgate Palmolive
  • Cattier
  • Pierre Fabre
  • Dabur
  • Sunstar
  • Coslys
  • Alviana
  • Weleda

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.