Key Findings:
· Oral Care Advertising dips 21% in Print in 2004 compared to 2003.
· Toothbrushes, the only category in Oral Care to grow in 2004 compared to 2003.
· Toothpastes constituted 73% of Oral Care advertising in 2004.
· Colgate Palmolive tops Oral Care advertising in Print in 2004.

This week, AdEx India looks at Oral Care as a sector. The categories included in Oral Care are Toothpastes, Tooth powders, Toothbrushes, Mouthwash and Oral Hygiene range*(includes combined ads of products: eg., Advertising of Toothpastes and Toothbrushes in the same commercial). First, let’s take a look at Oral Care advertising spends across the years in Print.

From 2000-04, the year 2002 observed maximum growth of 74% followed by 10% growth in 2003. Post-2001, 2004 has shown a dip of 21% in Oral Care advertising in Print.

Going into details, let’s look at the individual growth of all the categories in Oral Care in Print in 2004 compared to 2003.

Among the Oral Care categories, Toothbrushes show a growth of 450% whereas the rest show negative growth in 2004 compared to 2003 in Print. Mouthwash category shows the maximum negative growth in 2004 in Print.

Let’s find out the category in Oral Care having maximum advertising spends in 2004 in Print.

The pie shows that 73% of total Oral Care advertising consisted of Toothpastes ads in Print.

Let’s also look at the Top 10 Spenders in Oral Care in Print in 2004.

Here, Colgate Palmolive grabs the top position with 34% of the advertising share whereas Anchor Health & Beauty Care is in 2nd position with 25% share.

We shall be coming out with similar analyses on other categories in the coming weeks.

(Analysis from AdEx India- A Division of TAM Media Research)

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