Colgate-Palmolive Company manufactures and sells consumer products in more than 200 countries and territories across the globe. The company primarily offers two product segments, viz, oral, personal and home care, and pet nutrition. The company holds a significant share across the product lines that it offers, which makes it a reputed brand across the globe. The company holds a significant share in the oral care market, which can be majorly attributed to the broad product portfolio, including products such as, Colgate Total, Colgate Maximum Cavity Protection, Colgate Triple Action, Darlie Double Action, Colgate Max Fresh, Colgate Optic White, Colgate Whitening and Colgate Max White toothpastes, and others.
Colgate-Palmolive Company and Procter & Gamble – Notable Players in Teeth Whitening Market.
The Oral, Personal and Home Care product segment is managed geographically through five reportable operating segments: North America, Latin America, Europe, Asia Pacific, and Africa/Eurasia, all of which sell to a variety of traditional and e-commerce retailers, wholesalers, and distributors.
In the teeth whitening market, the company has undertaken organic measures that have helped the company to strengthen its position. For instance, during February 2019, Colgate launched next-generation Colgate Total toothpaste, designed to protect hard and soft oral tissues proactively. Similarly, the company launched new toothpaste Colgate Swarna Vedshakti, which delivers multiple benefits and protection against teeth and gum problems during September 2017. Hence, the developments made, coupled with the product offerings of the company helps the company to hold a strong position in the teeth whitening market.
Procter & Gamble (P&G) is one of the largest consumer goods company that distributes its products worldwide. The company offers branded products and the superior quality of services to improve the lives of consumers. The company operates through six segments, such as beauty, grooming, health care, fabric & home care, baby, feminine & family care, and corporate. The healthcare segments offer oral and dental care products that include brands such as Crest, Fixodent, Oral-B, and Scope.
In the teeth whitening market, the company offers toothpaste, mouthwashes, toothbrushes, and whitestrips under the brand names, Crest, and Oral-B. During recent years, the company has undertaken various growth initiatives that have helped it to maintain a strong position in the market. For instance, in August 2019, Crest has expanded its product line of gum health-focused toothpaste with the latest innovation, Crest Gum, and Sensitivity.
The companies in the teeth whitening market are implementing various strategies such as product launches, acquisitions, mergers, and partnerships, which have resulted in the company’s growth and, in turn, have brought about various changes in the worldwide market. Additionally, the companies have adopted several inorganic and organic strategies for accelerating their growth and improving their market position.
Below is the list of the growth strategies done by the players operating in the teeth whitening market:
| Month & Year | Company | Description |
| April, 2022 | GlaxoSmithKline plc | GSK Consumer Healthcare launched Sensodyne Nourish, toothpaste enriched with bio-active minerals to nourish and strengthen teeth for a healthy mouth, protected from sensitivity. |
| March, 2022 | Colgate-Palmolive Company | The company launched Visible White O2 which has been formulated with unique active oxygen technology and whitens teeth from inside out within three days. With the launch of the aforementioned product, the company expanded its existing teeth whitening toothpaste portfolio in the market. |
| March, 2022 | Procter & Gamble | Procter & Gamble launched a product a named Crest Whitening Emulsions + Overnight Freshness that provides overnight convenience for the consumers. |
| January, 2022 | SmileDirectClub Inc. | SmileDirectClub Inc. planned to expand its whitening product line with its new fast-dissolving Whitening Strips. |
| January, 2022 | Colgate-Palmolive Company | Colgate-Palmolive Company and 3Shape partnered to introduce the Colgate Illuminator, a tailored-to-patient teeth whitening tool for catering the dental clinics situated across the U.S. This innovative tool helped in gauging accurate consultations and delivers an improved patient experience. |
| September, 2021 | GlaxoSmithKline plc | GSK Consumer Healthcare launched Repair and Protect with Deep Repair toothpaste to deliver a minty and whitening toothpaste for those having dentin hypersensitivity. |
| May, 2021 | Unilever | Unilever announced the development of a whitening kit for teeth that not only combines a film containing a photosensitizer but also provides an actinic light source that can be used at home in an easy and efficient manner. |
| February, 2021 | SmileDirectClub Inc. | SmileDirectClub, Inc., the next-generation oral care company with the first medtech platform for teeth straightening announced the expansion of its whitening line with its new Pro Whitening System, designed to whiten teeth in just one week, up to twice as bright. |
| August, 2019 | Procter & Gamble | Crest has expanded its product line of gum health focused toothpastes with the latest innovation, Crest Gum and Sensitivity. This targets the gum line to provide clinically healthier gums and fast sensitivity relief. It will be vailable in All Day Protection, Gentle Whitening and Refreshing Mint. |
| April, 2019 | Unilever | Unilever today announced it has signed an agreement to acquire the Fluocaril and Parogencyl oral care brands from P&G (The Procter & Gamble Company). The acquisition will give Unilever a leading position in oral care within the French pharmacy channel as well as strong positions in Spain |
| March, 2019 | GlaxoSmithKline plc | GSK Consumer Healthcare’s Sensodyne, announced launch of “Hello Sensodyne” on World Oral Health Day. It is a technology innovation that uses Google Assistant and help users understand tooth sensitivity better and offer guidance using voice command |
| March, 2019 | Unilever | Unilever East Africa in partnership with the Kenya Dentists Association (KDA) joined the world in marking this year’s World Oral Health Day today in Kajiado |
| March, 2019 | Unilever | Unilever unveiled a world-class oral care plant, a first of its kind in Ethiopia and third in Africa, at Unilever’s factory. This new factory line will provide Signal, a leading oral care brand |
| February, 2019 | Colgate-Palmolive Company | Colgate announced the launch of its next-generation Colgate Total toothpaste that is designed to protect hard and soft oral tissues proactively. Studies have been conducted for this new Colgate Total and concluded that it reduces bacteria on teeth, tongue, cheeks, and gums (TTCG) |
| December, 2018 | GlaxoSmithKline plc | GlaxoSmithKline plc signed agreement with Pfizer Inc to combine their consumer health businesses. The Joint Venture will be a category leader in Pain Relief, Respiratory, Vitamin and Mineral Supplements, Digestive Health, Skin Health and Therapeutic Oral Health |
| October, 2018 | Church & Dwight Co., Inc | Church & Dwight acquired Water Pik, Inc. to expand their business. Oral care portfolio gives Church & Dwight a leading position in a growing category with tailwinds as the population ages and consumer interest in oral health continues to expand |
| September, 2018 | Procter & Gamble | Procter & Gamble Co. have introduced a new Crest toothpaste formula that help to reverse gum disease and boost the repair of weakened enamel. It is now available in Intensive Clean and Advanced Whitening varieties, which can be purchased from drug and grocery stores as well as mass retailers and e-commerce sit. |
| March, 2018 | Unilever | Unilever had signed an agreement to acquire the Health Food Drinks portfolio (GSK HFD) of GlaxoSmithKline (GSK) in India, Bangladesh, and 20 other predominantly Asian markets. The merger involves the operations within GSK CH India, including a consignment selling agreement to distribute GSK’s Over the Counter and Oral Health products in India |
Source: Company Website and The Insight Partners Analysis
