In 2012, Laboratoires Pierre Fabre took the lead in the France adult mouth care market with a 43% value share. This followed the ceding of the Alodont brand to Laboratoire Tonipharm in mid-2011. As a result, Laboratoires McNeil, still currently the national brand owner of Hextril in this category, saw its value share decline to 28% in 2012.
All in all, the main mouth care products in France are antiseptic mouthwash, and tartar and decay prevention/elimination products. According to trade sources, only 12% of French people use mouthwash at least once a day; a relatively low rate when compared with the EU average of 37%.
Over the forecast period adult mouth care is expected to see a negative constant value CAGR of 2%. Complete de-reimbursement will continue to encourage consumers to look for mass distribution close substitutes, with only Rx products remaining significant for chemists/pharmacies. Excellent innovation and the launch of very close substitutes from mass distribution brands are likely to continue to attract customers away from consumer health brands.
For more information on the France adult mouth care market, please click here: France adult mouth care market
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