Wednesday, February 6, 2013

Sensodyne reaches blockbuster sales ($1billion) and now takes 8 percent of world toothpaste market

GSK reported its Q4 2012 results which were significantly helped by the OTC product performance. The highlight of OTC product performance is that their leading toothpaste brand Sensodyne is now a  $1 billion brand. Sensodyne accounts about 8% of the world’s toothpaste market, so as a brand which most people think about as a bit of a niche is actually ended up or has become a very significant part of global toothpaste business, and has grown in double-digits for 14 of the last 15 quarters including the last quarter. The performance of this brand in emerging markets is what has helped this brand scale up the ladder in terms of volume and value sales. 
GSK confidence in their OTC business is reflected in the recent share buyback of their listed consumer healthcare subsidiary in India at a significant premium to the market prices.


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