Boston, MA -- (SBWIRE) -- 09/04/2014 -- Constant innovation and product launches regarding issues such as whitening, sensitive tooth protection and cavity prevention keep toothpastes recording healthy growth, which in 2013 achieved an increase of 10%. The launch of Oral-B toothpaste in 2012 by Procter & Gamble started a fierce battle between companies in order to maintain their share in an already competitive environment. Unilever Chile HPC was the main defeated company, with shrinkage of share in 2012 that continued in 2013.

Competitive Landscape:

Colgate-Palmolive Chile SA is the leader of oral care with a 32% value share. Colgate bases its dominance on new product developments with revolutionary technologies. For example, Colgate Luminous White, which uses hydrogen peroxide, the same whitening ingredient as strips, as well as silica, claiming to be able to whiten teeth in just one week. Another interesting attribute of this toothpaste is that it is part of a treatment together with a toothbrush and a mouthwash. Another example of a revolutionary launch from Colgate is Colgate Sensitive Pro-Relief toothpaste, which claims to plug and seal dentine exposed tubules, helping to block pain triggers and delivering instant and lasting relief.

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Industry Prospects:

Oral care is approaching maturity in terms of value and volume sales. Therefore, growth rates for most categories in oral care are predicted to be slower than those seen over the review period. However, oral care is still expected to increase by a CAGR of 4% in constant value terms over the forecast period. Despite approaching maturity, the launch of more oral care products enhanced with particular value-added benefits will continue to stimulate sales. Consumers will actively seek products to maintain or enhance their oral health. Rising health awareness among Chileans will also lead to a greater number of consumers looking for oral care products which address specific oral health benefits, such as whitening, total care, gum care and sensitive care.

Report Overview:

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Chile 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 Chile, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Chile 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 Chile?
- What are the major brands in Chile?
- 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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