Irish adult mouth care market led by Reckitt Benckiser

The Irish adult mouth care market increased by 2% in current value terms in 2012, to reach €4 million.

As Ireland's economic situation remains difficult, and with the vast majority of citizens feeling it necessary to reduce their level of spending, adult mouth care continued to experience a decline in growth rate, with many consumers switching to mouthwash products which do not fall under the scope of adult mouth care, but rather are tracked through oral care within beauty and personal care.

Still others saw their incomes fall to a level whereby they qualified for free medical care. For those who qualify, this also entitles them to receive prescription medication for a minimal fee of 50 cents per item, further reducing the level of retail sales.

Gingivitis is a significant problem in Ireland, with the majority of adults not regularly visiting a dental professional. Recent advertising campaigns highlighted the implications of bleeding gums and the association with gum disease. The types of products purchased in this regard tend to be mouthwashes, not all of which fall under adult mouth care.

Adult mouth care in Ireland is dominated by international manufacturers and brands. The vast majority of products available were formerly available as prescription items, and have now come off this status to be available over the counter. In this sense they are well-known products, and have developed a high level of trust amongst Irish consumers.

Reckitt Benckiser Ireland led the adult mouth care market in 2012 with a 37% value share. The completion of the amalgamation of the former SSL International brand Anbesol into the company's profile in 2011 saw its value share more than double in 2011, allowing it to take the leading position from GlaxoSmithKline (Ireland), which in 2012 accounted for a 31% value share with the Corsodyl brand.

Adult mouth care is expected to see a constant value compound annual growth rate (CAGR) of 1% through to 2017, as consumers continue to move to other mouth care products, such as Listerine or Corsodyl Daily Care, for general oral health maintenance. Increased reliance on lower-cost products is expected to limit growth still further.

For more information on the Irish adult mouth care market, see the latest research: Adult Mouth Care Market Research

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