ORAL CARE in DENMARK 04 Aug 2011 HEADLINES

ORAL CARE IN DENMARK 04 Aug 2011 HEADLINES

Oral care current retail value sales increase by 1% in 2010 to reach DKr657 million Price discounts and advertising stimulate sales growth in 2010 Manual toothbrushes leads growth in 2010, recording current retail value growth of 3% Average unit prices decrease slightly in 2010 due to active discounting and the shifting of consumers away from cheaper mass-positioned and private label brands Colgate-Palmolive leads sales in 2010, recording a retail value share of 26% Oral care has a projected forecast period constant retail value CAGR of 1%

COMPETITIVE LANDSCAPE

Colgate-Palmolive led sales in 2010, recording a retail value share of 26%. The company’s highly marketed Colgate brand range has a strong presence in most areas and accounted for 32% of toothbrushes retail value sales and 59% of battery toothbrushes retail value sales in 2010. The Colgate brand has been available in Denmark for many years, is well known and highly advertised, and enjoys broad distribution in Denmark. Colgate-Palmolive was the best performing company in 2010, increasing its retail value share to over 26%. The company invested heavily in promotional activities such as price discounts and advertisements and thus drove sales growth, especially for toothbrushes and toothpaste.

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Brand (GBO) Blumøller A/S Zendium (Sara Lee Corp) Colgate (Colgate-Palmolive Co), Colgate Actibrush (Colgate-Palmolive Co), Colgate-Palmolive A/S Colgate Microsonic (Colgate-Palmolive Co), Colgate Motion (Colgate- Palmolive Co), Colgate Plax (Colgate-Palmolive Co) D34 Dental A/S Interplak (Conair Corp) Gillette A/S Braun Oral-B (Procter & Gamble Co, The) GlaxoSmithKline Consumer HealthCare A/S Aquafresh (GlaxoSmithKline Plc), Macleans (GlaxoSmithKline Plc) Denivit (Henkel AG & Co KGaA), Theramed (Henkel AG & Co KGaA), Henkel Danmark A/S Vademecum (Henkel AG & Co KGaA) Jordan AS Jordan (Jordan AS) Lever Fabergé A/S Pepsodent (Unilever Group) Nu Skin Enterprises Inc Nu Skin (Nu Skin Enterprises Inc) OBH Nordica Denmark A/S OBH Nordica (OBH Nordica Group) Other Private Label Other Private Label (Private Label) Pfizer ApS Listerine (Johnson & Johnson Inc) Philips Danmark A/S Philips Sensiflex (Koninklijke Philips Electronics NV) Reckitt Benckiser (Scandinavia) A/S Steradent (Reckitt Benckiser Plc) SCA Hygiene Products A/S Dentotape (Johnson & Johnson Inc), Johnson's (Johnson & Johnson Inc) Stafford-Miller Ltd Corega (GlaxoSmithKline Plc), Sensodyne (GlaxoSmithKline Plc) Sunstar Inc Sunstar (Sunstar Inc) Tandex A/S Tandex (Tandex A/S) Tefal Danmark A/S Rowenta (SEB, Groupe) Tjellesen A/S, E Halazon (Pfizer Inc) Source: Passport by Euromonitor International

FORECAST

DEFINITIONS AND METHODOLOGY

Oral Care This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.

Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis