PROCTER & GAMBLE GEARS UP TO GROW ORAL CARE MARKET SHARE WITH TOOTHBRUSH LAUNCH

Procter & Gamble (P&G) plans to substantially increase its oral care market share following the launch of its Oral-B toothbrushes into the Kenya and East African regional market.

The toothbrushes, which are part of the company’s oral care range that comprises of toothpastes and dental floss, is part of P&G’s onslaught for a bigger stake in the fast growing  oral care market coming against the backdrop of a highly health conscience consumer.

Brand Operations Manager Victoria Kieti said that P&G is optimistic that following the launch of its Oral B toothbrushes the brand should see share growth as it plans to increase promotional investments to grab more market share. 

“We currently control 10% of the Kenyan oral care unit volume but with the launch we hope to see more customer awareness and some growth in the market share,” said Ms. Kieti.

The Oral-B brand is a worldwide leader in the over $5 billion brushing market. Part of the P&G Company since 2006, the Oral-B brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdental products, such as dental floss. Oral-B toothbrushes are used by more dentists than any other brand worldwide.

With 30% of Kenyans using toothbrushes, Oral B plans to invest significant resources in consistently increasing its brand equity among consumers and oral health care professionals. It also intends to utilize its wide distribution presence in Africa to make huge promotional investments to attract customers.

On an average, the price of a toothbrush for an adult costs anywhere between KES 50 – KES 350 depending on the quality. The convenience of use of the toothbrush, ability to reach difficult areas of the mouth, design and aesthetics are some of the factors that consumer consider when selecting a toothbrush.

Unlike ordinary toothbrushes with straight bristles, Oral-B Pro Expert Complete 7 toothbrush has bristles designed at a perfect angle to flex and attack plaque for a healthy mouth. The brushes key features:

·         CrissCross Bristles  angles for through cleaning

·         Tongue Cleaner for a fresher mouth

·         Ergonomic Handle for visual appeal, firmer grip and extra control during brushing

“It is our hope that this toothbrush combined with subsequent oral care campaigns will promote public awareness of oral health in particular preventive oral health measures such as simple brushing,” added Ms. Kieti.

Kenya Dental Association’s Dr. Andrew Wetende said that an oral care campaign will help provide Kenyans basic education about their dental care which is the association’s main concern.

“We would like Kenyans to take up brushing their teeth as a habit and stop considering it as a luxury,” said Dr. Wetende.
It is estimated that only five per cent of Kenyans have access to quality dental health care because of lack of a proper health financing system which prevents most low income earners from accessing dentists.
Dr. Wetende added for oral health campaigns should consider addressing consumers such as school children who should they have good daily oral hygiene  they are not likely to need more complex and expensive dental treatment in the future.
According to a study title ‘Oral health status and oral healthcare seeking behavior of a rural community in Kenya’,   there is widespread poor oral health and poor oral hygiene practices among rural communities which imply there was a high demand for oral health care. The study recommended public awareness of oral health, in particularly preventive oral health measures with the aim of reducing the high levels of poor oral health status.
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