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1、 Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: Datamonitor Middle East and North America Datamonitor PO Box 24893 Dubai, UA
2、E t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Pa
3、ge 1 INDUSTRY PROFILE Global Oral Hygiene Reference Code: 0199-0706 Publication Date: August 2010 EXECUTIVE SUMMARY Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The global oral hygiene mark
4、et grew by 2.9% in 2009 to reach a value of $26,909.8 million. Market value forecast In 2014, the global oral hygiene market is forecast to have a value of $31,124.2 million, an increase of 15.7% since 2009. Market volume The global oral hygiene market grew by 2.4% in 2009 to reach a volume of 12,98
5、1.1 million units. Market volume forecast In 2014, the global oral hygiene market is forecast to have a volume of 14,697.4 million units, an increase of 13.2% since 2009. Market segmentation I Toothpaste is the largest segment of the global oral hygiene market, accounting for 56.2% of the markets to
6、tal value. Market segmentation II Europe accounts for 37.7% of the global oral hygiene market value. Market share Colgate-Palmolive Company is the leading player in the global oral hygiene market, generating a 24.2% share of the markets value. Market rivalry The global oral hygiene market is relativ
7、ely concentrated, with the top three players holding 54.2% of the total market value. CONTENTS Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 3 TABLE OF CONTENTS EXECUTIVE SUMMARY 2 MARKET OVERVIEW 7 Market definition 7 Rese
8、arch highlights 8 Market analysis 9 MARKET VALUE 10 MARKET VOLUME 11 MARKET SEGMENTATION I 12 MARKET SEGMENTATION II 13 MARKET SHARE 14 FIVE FORCES ANALYSIS 15 Summary 15 Buyer power 17 Supplier power 18 New entrants 19 Substitutes 20 Rivalry 21 LEADING COMPANIES 22 Colgate-Palmolive Company 22 The
9、Procter and pet nutrition. The oral, personal and home care segment operates through four geographic divisions: North America, Latin America, Europe/South Pacific and Greater Asia/Africa, which sell to a variety of retail and wholesale customers and distributors. The oral care business of Colgate in
10、cludes products such as toothpaste, toothbrushes, oral rinses and dental floss, and pharmaceutical products for dentists and other oral health professionals. The company offers a wide variety of toothpaste, which includes plaque and gingivitis prevention toothpaste, long lasting fresh breath toothpa
11、ste, tartar control toothpaste, baking soda and peroxide toothpaste, cavity protection toothpaste, and sensitivity relief toothpaste under the Colgate brand. The company also provides two types of toothbrushes: conventional and electric toothbrushes. The conventional toothbrushes include whole mouth
12、 clean toothbrush, fresh breath toothbrush, flexible head toothbrush LEADING COMPANIES Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 23 and deep cleaning toothbrush. The company markets toothpastes under Colgate Total and C
13、olgate Max Fresh brands; manual toothbrushes under the Colgate 360 brand name; and oral rinses under Colgate and Colgate Plax brand names. The Companys primary research centre for the oral care is located in New Jersey, the US. The personal care business in the US offers shower gels, bar soaps, deod
14、orants, antiperspirants, mens toiletries and liquid hand soaps. Outside the US, the business also offers shampoos and conditioners. Colgate markets shower gels through Palmolive and Softsoap brands; bar soaps under Palmolive, Irish Spring and Protex brands; and deodorants and antiperspirants under S
15、peed Stick and Lady Speed Stick brands. In Mexico, the company offers the Caprice hair care line including shampoos and hair gel. The deodorants offered by Colgate comprise gel, stick, fragrance, and antiperspirant/deodorants. The body wash product line includes advanced moisture body wash, nourishi
16、ng body wash, and fragrance body wash products. The liquid hand soaps consist of antibacterial soap, foaming hand soap, kitchen soap, moisturizing soap, fragrance soap, and decor soap. The bar soap products offering include deodorant protection bar soap, antibacterial bar soap, invigorating bar soap
17、, moisturizing bar soap, and exfoliating bar soap. The mens toiletries include shaving cream, lotion aftershave, aftershave, splash on aftershave, and moisturizing aftershave. The home care business manufactures and markets dishwashing liquids, fabric conditioners and household cleaners. Colgate off
18、ers a wide variety of dishwashing products under the Palmolive, Axion and Ajax brands. The product offering includes hand dishwashing, sensitive skin, antibacterial, oxy cleaning agents, automatic dishwashers, original formula, fruit scent, and floral scent and natural scent dishwashing products. Co
19、lgate markets these products under Ajax, Splash, Spring Sensation, and Oxy Plus brands. The fabric conditioner products comprise liquid fabric conditioners, dryer sheets, dark colors formula, floral scent, natural scent, and baby powder scent. The household cleaners are marketed under the Fabuloso a
20、nd Ajax brands and include wood cleaner, floor cleaner, all purpose cleaner, powder cleanser, spray formula, pre moistened wipes, and fruit scented products. The pet nutrition segment operates through Hills pet nutrition brand, which is sold principally through the veterinary professionals and speci
21、alty pet retailers. The company supplies specialty pet nutrition products for dogs and cats in over 95 countries. Hills markets pet foods primarily under two trademarks: Science Diet and Prescription Diet. Science Diet products are sold by authorized pet supply retailers and veterinarians for everyd
22、ay nutritional needs. The Prescription Diet includes therapeutic products sold by veterinarians which enable them to manage disease conditions in dogs and cats by improving nutrition value in food intake. In the US, Colgate has its manufacturing and warehousing facilities used by the oral, personal
23、and home care segment business in Morristown, New Jersey; Morristown, Tennessee; and Cambridge, Ohio. The pet nutrition segment has major facilities in Bowling Green, Kentucky; Topeka, Kansas; Commerce, LEADING COMPANIES Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a license
24、d product and is not to be photocopied Page 24 California; and Richmond, Indiana. The primary research center for oral, personal and home care products is located in Piscataway, New Jersey and the primary research center for pet nutrition products is located in Topeka, Kansas. Piscataway, New Jersey
25、 also serves as the companys global data center. Outside the US, Colgate operates manufacturing facilities for the oral, personal and home care segments in Australia, Brazil, China, Colombia, France, Italy, Mexico, Poland, South Africa, Thailand, Venezuela and elsewhere throughout the world. The com
26、pany operates in Belgium through its subsidiaries Colgate-Palmolive Belgium S.A./N.V. and Colgate-Palmolive Services (Belgium) SA/NV. Colgate offers oral care, personal care and home care products in Belgium. In the oral care segment, Colgate offers toothpaste, toothbrushes, oral rinses and dental f
27、loss. The company markets toothpastes under Colgate Total, Colgate Max, Colgate Max Fresh, Colgate Sensitive, Colgate Herbal and Colgate Bi-Fluor brands. The manual toothbrushes are marketed under Colgate 360 , Colgate Max Fresh, Colgate Sensation, Colgate Zigzag, Colgate Navigator, Colgate Massager
28、 and Colgate Extra Clean brand names. The battery toothbrushes are sold under Colgate Actibrush and Colgate Shrek brands. Colgate also offers toothbrushes for kids under Colgate Smiles and Colgate Shrek brands and additionally offers oral rinses under the Colgate Plax brand name. Colgate offers sham
29、poos, bath and shower gels, hand soaps and liquid soaps, as well as shaving products in the personal care segment. The bath and shower gels are marketed under the brands such as Palmolive Naturals, Palmolive Cashmere, Palmolive Aroma, Palmolive Thermal and Palmolive Tahiti. Shampoos and liquid hand
30、soaps are marketed under the Palmolive Naturals brand, and soaps under Palmolive Naturals and Palmolive Aroma brands. The companys global toothpaste brands are marketed under Colgate Total, Colgate Total Advanced Whitening, Colgate Luminous, Colgate MaxFresh, Colgate 2in1, Colgate Sensitive and Colg
31、ate Sparkling White. It also markets toothbrushes globally under brands Colgate 360 , Colgate MaxFresh, Colgate MaxWhite, Colgate Motion, Colgate Motion Whitening and Colgate Wisp. Colgates tooth whitening products are offered under brands such as Colgate Platinum Whitening System, Colgate Sparkling
32、 White and Colgate Total Advanced Whitening. In May 2010, the company launched a new line of daily toothpastes under the brand Colgate ProClinical. Key Metrics Colgate-Palmolive Company generated revenues of $15.3 billion in the financial year (FY) ended December 2009. The companys net income totale
33、d $2.3 billion in FY2009, an increase of 17.1% over 2008. LEADING COMPANIES Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 25 The oral, personal and home care segment recorded revenues of $13.2 billion in FY2009, an increase
34、 of 0.1% over FY2008. The operating profit of the segment reached $3.6 billion in the FY2009, registering an increase of 14% over FY2008. North America accounted for 22.4% of the total revenues of the oral, personal and home care segment in FY2009. Revenues from North America reached $3 billion in F
35、Y2009, an increase of 3.4% over 2008. Europe/South Pacific accounted for 24.8% of the total revenues of the oral, personal and home care segment in FY2009. Revenues from Europe/South Pacific reached $3.3 billion in FY2009, a decrease of 8.7% over 2008. Latin America accounted for 32.7% of the total
36、revenues of the oral, personal and home care segment in FY2009. Revenues from Latin America reached $4.3 billion in FY2009, an increase of 5.7% over 2008. Greater Asia/Africa accounted for 20.1% of the total revenues of the oral, personal and home care segment in FY2009. Revenues from Greater Asia/A
37、frica reached $2.7 billion in FY2009, a decrease of 0.2% over 2008. Table 7: Colgate-Palmolive Company: key financials ($) $ million 2005 2006 2007 2008 2009 Revenues 11,396.9 12,237.7 13,790.0 15,330.0 15,327.0 Net income (loss) 1,351.4 1,353.4 1,737.0 1,957.0 2,291.0 Total assets 8,507.1 9,138.0 1
38、0,112.0 9,979.3 11,134.0 Total liabilities 7,157.0 7,727.1 7,825.8 7,935.0 7,877.0 Employees 35,800 34,700 36,000 36,600 38,100 Source: company filings D A T A M O N I T O R LEADING COMPANIES Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be ph
39、otocopied Page 26 Table 8: Colgate-Palmolive Company: key financial ratios Ratio 2005 2006 2007 2008 2009 Profit margin 11.9% 11.1% 12.6% 12.8% 14.9% Revenue growth 7.7% 7.4% 12.7% 11.2% N.M Asset growth (1.9%) 7.4% 10.7% (1.3%) 11.6% Liabilities growth (3.6%) 8.0% 1.3% 1.4% (0.7%) Debt/asset ratio
40、84.1% 84.6% 77.4% 79.5% 70.7% Return on assets 15.7% 15.3% 18.0% 19.5% 21.7% Revenue per employee $318,349 $352,671 $383,056 $418,852 $402,283 Profit per employee $37,749 $39,003 $48,250 $53,470 $60,131 Source: company filings D A T A M O N I T O R Figure 12: Colgate-Palmolive Company: revenues fabr
41、ic care and home care products (49); baby care and family care products (29); pet care, snacks and coffee products (15); and health care products (37). P grooming; health care; snacks and pet care; fabric care and home care; and baby care and family care. The beauty GBU comprises the beauty and the
42、grooming businesses; the health and well-being GBU consists of the health care, and the snacks and pet care businesses. The household care GBU comprises the fabric care and home care as well as the baby care and family care businesses. The beauty segment includes cosmetics, deodorants, hair care, sk
43、in care, prestige fragrances and personal cleansing. The hair care sub-segment consists of conditioner, hair colorants, salon products, shampoo and styling agents. The key brands offered by the segment include Head and home care products, including dish care, surface cleaners and air fresheners; and
44、 batteries. The segment markets its products under Ariel, Dawn, Downy, Duracell, Gain and Tide brands. The baby care and family care segment offers baby wipes, bath tissues, diapers, facial tissues and paper towels under the following brands: Bounty, Charmin and Pampers. The companys family care bus
45、iness primarily operates in North America. The global operations group consists of the market development organization (MDO) and global business services (GBS). The MDO comprises retail customer, trade channel and country-specific teams. . It is organized along five geographic regions: North America
46、, Western Europe, Central Gillette Advanced Technology Centre (Reading, UK) focuses LEADING COMPANIES Global - Oral Hygiene 0199 - 0706 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 30 on Gillette; Rusham Park Technology Centre (Egham, UK) on health care, b
47、eauty care; Newcastle Technology Centre (Newcastle, UK) on fabric care, home care; Schwalbach Technology Centre (Schwalbach, Germany) on baby care, feminine care, family care; Braun Technology Centre (Kronberg, Germany) on electric appliances; Wella Technology Centre (Darmstadt, Germany) on hair car
48、e; Italian Innovation Centres (Pomezia and Pescara, Italy) on fabric care, home care, feminine care, adult incontinence products and Wella Technology Centre (Freiburg, Switzerland) on hair care. The Asia-Pacific operations of P central nervous system (CNS); anti-virals; metabolic therapy; vaccines;
49、cardiovascular and urogenital; anti- bacterials; dermatologicals; and oncology and emesis. The group also markets over 25 vaccines worldwide to prevent potentially life-threatening or crippling illnesses such as hepatitis A, hepatitis B, diphtheria, tetanus, whooping cough, measles, mumps, rubella, polio, typhoid, influenza and bacterial meningitis. GSKs consumer healthcare division markets OTC medicines, oral healthcare and nutritional healthcare prod