Unilever reformulates to cater to cavity issues in Ghana

By Michelle Yeomans contact

- Last updated on GMT

Related tags: Oral hygiene, Toothpaste

Unilever reformulates to cater to cavity issues in Ghana
Unilever has reformulated its Pepsodent toothpaste to include 'three levels of protection' to combat high rates of oral decay in Ghana, following a report published by the World Health Organisation.

That WHO report revealed that in Ghana, 96% of adults within the age bracket of 35 and 44 were affected by periodontal diseases, while 40% of 12 year olds suffer from decayed, missing or stained teeth and bad breath.

On the back of this, Unilever set about re-formulating and re-branding its toothpastes to combine a mix of calcium-fluoride, perlite and fresh mint to offer three levels of protection to fight against cavities and strengthen the tooth enamel.

"These three unique benefits in one toothpaste lets you give your family that extra level of protection they need to tackle the challenges they face,"​ adds this division's MD, Clarence Nartey. 

Greater awareness around oral protection is driving sales

Although skin care providers struggled in the economic downturn in a variety of ways; the oral care sector - functional toothpastes and toothbrushes are reported to have helped to counterbalance the slow down.

Rising population levels, product innovation and greater awareness of oral hygiene have contributed to the growth, and in particular highlights great potential in products aimed at children.

These value-adds have given the market increased progression in recent years as toothpastes offer additional benefits such as fresher breath, healthier gums and whiter teeth besides just fighting cavities.

Whitening and multi-functional products are key

In fact, a report by Global Industry Analysts (GIA) has forecasted the global market for toothpaste to reach $12.6 bn in 2015, citing whitening and multi-functional products as key attributing factors.

The research finds the whitening segment has captured the largest share of the global toothpaste market, followed by the regular and tartar control segments.

Europe has seen an increase in sales in the last five years, as analysts attribute the domestic industry's success in segmenting the market to meet consumer's individual needs.

Powered by the introduction of new biotechnologies to combat sensitivity issues and to even enable the re-growth of teeth, consumers have begun to alter their oral hygiene habits.

Related topics: Brand Innovation

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