TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
50 product SKUs launched in the Italian oral hygiene market 2
Toothpaste is the leading category in Italian oral hygiene market 2
KI Group S.p.A. is the leading manufacturer in terms of new oral hygiene products in Italy 2
Tubes was the dominant packing type in the new products launched in Italian oral hygiene market 2
Majority of the products launched in the oral hygiene market used plastic as the package material 2
Introduction 3
How to use this report 3
Disclaimer 3
Market definition 4
Oral Hygiene Market Overview 10
Market value, 2004–09 10
Market value forecast to 2014 11
Oral Hygiene Product Analysis 12
New product SKUs by category 12
New product SKUs by manufacturer 13
New products by package type 15
New product by package material 16
Detailed Product Descriptions 17
Appendix 57
Further reading 57
Datamonitor consulting 57
How to contact experts in your industry 57
LIST OF FIGURES
Figure 1: Italy, oral hygiene market value by category ($m), 2004–09 10
Figure 2: Italy, oral hygiene market value by category ($m), 2009–14 11
Figure 3: Italy, oral hygiene market, new product SKUs by category, Jan 2010 – Dec 2010 12
Figure 4: Italy, oral hygiene market, new product SKUs by manufacturer, Jan 2010 – Dec 2010 13
Figure 5: Italy, oral hygiene market, new product by package type, Jan 2010 – Dec 2010 15
Figure 6: Italy, oral hygiene market, new product by package material, Jan 2010 – Dec 2010 16
LIST OF TABLES
Table 1: Oral hygiene category definitions 4
Table 2: Italy, oral hygiene market value by category ($m), 2004–09 10
Table 3: Italy, oral hygiene market value by category ($m), 2009–14 11
Table 4: Italy, oral hygiene market, new product SKUs by category, Jan 2010 – Dec 2010 12
Table 5: Italy, oral hygiene market, new product SKUs by manufacturer, Jan 2010 – Dec 2010 14
Table 6: Italy, oral hygiene market, new product by package type, Jan 2010 – Dec 2010 15
Table 7: Italy, oral hygiene market, new product by package material, Jan 2010 – Dec 2010 16
Table 8: Professional 27 Tau-Marin - Spazzolino - Duro; Medio; Morbido 17
Table 9: Blanx - Whitening Gel Pen 18
Table 10: Aloeice - Dentifricio Gel 19
Table 11: Proporal Silver - Dentifricio - al Gusto di Menta; al Gusto Frutti di Bosco 20
Table 12: Proporal Silver - Colluttorio - con Propoli 21
Table 13: Theramed 2 Em 1 - Dentifricio + Elixir - 16 Hours Xtra Fresh 22
Table 14: Logodent Naturkosmetik Kids - Zahngel - Erdbeere; Spearmint 23
Table 15: Logodent Naturkosmetik - Zahn Creme - Sensitiv 24
Table 16: BioRepair Oral Care - Dentifricio - Fast Sensitive Repair; Total Protective Repair 25
Table 17: Logodent Naturkosmetik - Mineral Zahncreme 26
Table 18: Logodent Naturkosmetik - Krauter Zahngel - Pfefferminz; Rosmarin & Salbei 27
Table 19: Aquafresh Piccoli Amici - Dentifricio al Fluoro - Cattivissimo Me 28
Table 20: Aquafresh Flex Amici Cattivissimo Me - Spazzolino - +7 Anni; 3 Anni 29
Table 21: Colgate Sensitive Pro-Sollievo - Dentifricio 30
Table 22: Colgate 360 Sensitive Pro-Sollievo - Spazzolino 31
Table 23: Sensodyne Rapid - Dentifricio 32
Table 24: Tantum Protactiv - Colluttorio 33
Table 25: Logodent Naturkosmetik - 2in1 Organic Peppermint Tooth Gel 34
Table 26: Bio Repair - Colluttorio 35
Table 27: Sma - Stuzzicadenti - Sterilizzati 36
Table 28: Mentadent - Dentifricio - Anti-Age 37
Table 29: Coop - Colluttorio - Igiene Completa 38
Table 30: Coop - Spazzolino - Profondo 39
Table 31: Coop - Dentifricio - Protezione Completa 40
Table 32: Denivit Antimacchia Expert - Dentifrico Sbiacante Professionale 41
Table 33: Zed - Dentifricio - Total Care 42
Table 34: Zed - Dentifricio - Remineralizzante 43
Table 35: Zed - Colluttorio - Antiplacca 44
Table 36: Dentalux - Spazzolino da Denti - for Kids 45
Table 37: Dentalux Perfection - Spazzolino da Denti - Hard; Medium; Soft 46
Table 38: Despar Xme - Dentifricio Junior 47
Table 39: Zed - Dentifricio - Herbal 48
Table 40: Frisk - Mentine - Extra Strong 49
Table 41: Despar Medipro - Dentifricio - Sensitive 50
Table 42: Fresh Up Complete - 3 in 1 Dentifricio, Colluttorio e Filo Interdentale 51
Table 43: Zed - Dentifricio - Whitening 52
Table 44: Fresh Up Complete - 3 in 1 Dentifricio, Colluttorio e Filo Interdentale 53
Table 45: Mentadent P - Dentifricio - Fresh Nature 54
Table 46: Antica Erboristeria - Dentifricio Protezione Completa - Salvia e Camomilla 55
Table 47: Colgate Smiles - Toothpaste 56
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