Boston, MA -- (SBWIRE) -- 10/14/2014 -- Faced with product maturity, oral care manufacturers offered various products targeted to treat different dental problems. Product segmentation was clearly evident in oral care, especially toothbrushes and toothpaste ? the two biggest contributors to value sales of oral care with almost 100% contribution in 2013. For example, Formula toothbrush from Ultra Prima Abadi offers various variants including Silver Protector, Gold Protector, Platinum Protector, Confident Curve, Sparkling White and many more. Meanwhile, Pepsodent toothpaste is available in many variants: Original, Gentle White, Enamel Shield and Gum Health.

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Competitive Landscape

Unilever continued to dominate in oral care with its Pepsodent and Close-Up brands amassing a combined value share of over 52% in 2013. Pepsodent was the clear leading brand in toothpaste, with the name almost a generic term for toothpaste in Indonesia. In addition to a strong performance in toothpaste, the brand also enjoyed higher value share in toothbrushes and mouthwashes/dental rinses. Despite its already strong position in oral care, the company continued to invest heavily in product innovation and promotion. During 2013, it introduced Pepsodent Expert Protection and Pepsodent Activ White toothpaste. Unilever also heavily promoted its oral care brands, especially via television advertising in 2013.

Industry Prospects

Given that the oral care environment is mature, there is understandably a trend towards horizontal movement among brand shares rather than vertical growth in value or volume developments, especially within toothbrushes and toothpaste. There is still the possibility for new breakthroughs and innovations in other areas, such as toothpaste for sensitive gums, or combinations of several functions combined in one toothpaste. Toothpaste that gives long-lasting freshness and protection which was introduced in 2013 may also be imitated by other brands in the short-term. These are expected to help spur growth in overall oral care sales over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Indonesia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Oral Care in Indonesia?
- What are the major brands in Indonesia?
- Which type of toothpaste is most popular?
- How are sales of manual versus power toothbrushes faring?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Dental Floss, Denture Care, Mouth Fresheners, Mouthwashes/Dental Rinses, Tooth Whiteners, Toothbrushes, Toothpaste.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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