Boston, MA -- (ReleaseWire) -- 07/17/2014 -- Manufacturers continued to obtain further levels of segmentation through dynamic innovation and product re-launching, maintaining a wide range of product lines and features in the retail channel. Pro-formulations, advanced technology, gum health and clinical protection were common factors for the leading manufacturers. They took advantage of their latest multi-benefits alternatives (gum health, antibacterial, freshness, plaque, caries, enamel) to add value with higher unit prices and apply further levels of differentiation in order to keep increasing their projected profit margins. Other manufacturers continued to rely on better value for money offers such as 2-in-1, 3 for 2, buy one get one free and economic packaging among other point of sale promotions, such as Colgate and Oral-B gondola heads. These were commonly available in the most popular retail stores such as Walmart and Automercado.
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Colgate-Palmolive SA de CV continued to dominate oral care in 2013 with a 52% current value share. The worldwide company enjoyed a solid positioning due to its top-of-mind brand Colgate, which was the favourite option for local consumers. This company benefits from strong logistic systems and economies of scale, which allow it to reach most local stores through its consolidated distribution network. Its deeper levels of segmentation, constant innovation and strong marketing support helped Colgate to maintain consumer attention over time. Procter & Gamble Interamericas de Costa Rica ranked second with 20% value share due to its top-of-mind brand Oral-B which is also available at most grocery retailers. It offered constant innovation through a wide product portfolio which attracted a smaller base of high income consumers.
Over the forecast period, oral care is expected to continue developing towards further segmentation of consumers' needs, launching value-added formulations (mouth fresheners, toothpastes) intended to combine self-indulgence features. Multi-benefit alternatives and sensitive-oriented products (relief, comfort) are expected to keep gaining popularity over the forecast period while alcohol-free and softer flavours such as soft mint could be key development factors. Mouth fresheners is also anticipated to gain relevance in line with the expected economic recovery as mid- and high-income consumers will be more willing to spend on such added value segmented alternatives.
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The Oral Care in Costa Rica market research report includes:
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Our market research reports answer questions such as:
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Product coverage: Dental Floss, Denture Care, Mouth Fresheners, Mouthwashes/Dental Rinses, Tooth Whiteners, Toothbrushes, Toothpaste.
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