Within the four months of its launch of sensitive toothpaste by GlaxoSmithKline Consumer Healthcare India (GSK) has garnered 10% market share in the niche sensitive oral healthcare market compared to 15% share of Colgate.
The Indian toothpaste market is close to Rs. 2,700 crore big and growing with many niche segments getting added. The sensitive toothpaste market is close to Rs. 200 crore and many players are eyeing this segment.
Other than GSK and Colgate, Warren Pharmaceutical's Sensodent has captured close to 15% of the market.
To save the market share from dipping further and building brand equity, the company has contacted large pool of dentists to launch various marketing programs. Following the same line, GSK has also roped in dentists to offer dentist contact program.
GSK is targeting Sensodyne's market share to grow to 5% of total toothpaste market from the current 0.9%. The niche market is growing by 34% compared to 15% of the overall toothpaste industry.
During fiscal year ended March 2011, Colgate maintained its leadership position in the toothpaste category with a volume share of 53.1%, up from 52.9%.