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What Toothpaste the Russians Choose

9 October 2015

Review of toothpaste sales in pharmacies for the 1st half of 2015

The Russian market of toothpastes practically in equal volume was divided by the Russian and import producers entering in Top-10 of cost and natural sales volume: 44% and 50% of sales respectively. Consumers, as well as a year ago, are stable in the choice and most of all give preference to the German brand Lacalut and the Russian - ROCS.

According to retail audit of the pharmaceutical market of Russia booked by the DSM Group company (DSM Group), in the first half of the year 2015 through network of pharmacies 9,7 million toothpaste packages (for adults and children) amounting to 1,1 billion rubles were realized. It is for 7,3% more than in the first half of the year 2014 in value terms, and for 12,3% less in kind. About 20-25% of total amount of toothpastes are realized in pharmacies today.

As of the end of the first half 2015 the weighted average cost of one toothpaste package made 120 rubles that is 22,3% more than for the similar period of 2015.

As of the end of the first half 2015 in pharmacies more than 100 names of various toothpastes and more than 800 positions taking into account a product form and pack size were submitted. The main market players both foreign and Russian quite were defined. Among foreign manufacturer there are

  1. Colgate
  2. Procter&Gamble (brands are Blend-А-Med, Blendax)
  3. GlaxoSmithKline (Sensodyne, Parodontax, Aquafresh)
  4. Arcam (Lacalut)
  5. Betafarma (President).

About 50% of sales in pharmaceutical sector fall to the share of these companies.

Among Russian brands can be identified as follows:

  1. Splat-Cosmetics
  2. Eurocosmed (RCS)
  3. Vertex (Aspeta)
  4. Koncern Kalina (Forest balsam)
  5. Pharmasoft (Mexidol).

 The TOP 5 domestic manufacturers occupy 44% of the pharmaceutical segment.

The toothpaste market is highly concentrated: the TOP-10 brands account for 91.5% of sales value and 88,1% natural. The four leaders among the brands in the first half of 2015 remained unchanged compared with the previous year, the share of leaders – brands ROCS and Lacalut – amounted to about half of the market.

 During the first six months of 2015 compared to the same period of 2014 following changes occurred in the ranking of brands: swapped a pair of brand Parodontax – Colgate, brand Blend-A-Med continuing decrease of sale volumes 2014 left top-10, and brand Aquafresh, on the contrary, from two lines up, hit the rating.

The maximum growth of value sales in pharmacies were shown Aquafresh (+53,8%), Parodontax (+22,0%) and Sensodyne (+19.9%) brands. Of the TOP-10 brands, only Colgate and President have reduced sales volumes of 23.3% and 2.3% respective

Brand Rating by value sales, 1st half 2015

The rating

The rating change

Brand

Share, H1 2015

Growth H1 2015 vs H1 2014

1

0

ROCS

29,6%

13,6%

2

0

LACALUT

21,3%

1,5%

3

0

SPLAT

9,8%

7,0%

4

0

SENSODYNE

8,9%

19,9%

5

1

PARODONTAX

6,7%

22,0%

6

-1

COLGATE

4,7%

-23,3%

7

0

PRESIDENT

4,5%

-2,3%

8

1

ASEPTA

2,2%

15,6%

9

1

ELMEX

1,9%

4,6%

10

2

AQUAFRESH

1,9%

53,8%

 

Rating by natural sales remained unchanged, except for the position change in the ranking between Aspet and Blend-A-Med brands. However almost all brands except three (Rocs, Parodontax and Aspet) showed negative growth in sales in the packaging. The maximum drop in sales affected Colgate (-39,4%) and Blend-A-Med (-36,7%) brands.

 

Brand Rating by natural sales, 1st half 2015

The rating

The rating change

Brand

Share, H1 2015

Growth H1 2015 vs H1 2014

1

0

LACALUT

20,1%

-19,8%

2

0

ROCS

19,9%

2,3%

3

0

SPLAT

13,2%

-3,9%

4

0

COLGATE

8,2%

-39,4%

5

0

SENSODYNE

7,6%

-9,1%

6

0

PARODONTAX

6,5%

3,5%

7

0

PRESIDENT

4,7%

-9,4%

8

0

FOREST BALSAM

3,4%

-22,5%

9

1

ASEPTA

2,3%

0,2%

10

-1

BLEND-А-MED

2,2%

-36,7%

 

In TOP-10 maximum increase in value of the package was shown to the brand Aquafresh (+34,5%) and Sensodyne (+31,9%), and minimum – to President (+7.9%).

In Russia toothpaste is the undisputed leader among the means to care for the oral cavity, including powders, mouthwashes, toothbrushes, floss, air fresheners and other means.


Source: DSM Group   back to headlines