[Distribution Hot People] Sensodyne, No.1 Sensitive Toothpaste, Hits Jackpot Riding the COVID Wave

[Asia Economy Reporter Yujin Cho] There is a unique foreign brand showing growth in the domestic toothpaste market, which has been known as the "graveyard of foreign brands." That brand is Sensodyne, holding an 8% overall market share and ranking 4th in sales. In a market dominated by domestic brands such as Median, Perio, and 2080, Sensodyne has shown the fastest growth in both market share and sales over the past decade. This is the result of steadily expanding its consumer base in the sensitive toothpaste segment since entering the Korean market in 2009.

Woo Hyun-joo, team leader of the Oral Marketing Team at GlaxoSmithKline (GSK), the global pharmaceutical company operating the Sensodyne brand, said, "In recent years, the Korean toothpaste market has shown noticeable growth in 'value' rather than 'volume.'" She added, "As consumers' needs for oral care have diversified, the sales rate of functional products, rather than low-priced mass products, has increased."

At one time, the domestic toothpaste market was dominated by mid-to-low priced mass brands, and consumer awareness of oral care was lacking, making it a red ocean. The established mass brands had a strong foothold, and spending demand on oral care was not as significant as for skin or hair care.

However, the market has changed significantly in recent years. Premium products emphasizing naturalism and natural ingredients, as well as functional toothpastes, have emerged, leading to substantial market growth. This is influenced by the value consumption trend among young people in their 20s and 30s, increasing demand for premium toothpaste. The trend of seeking emotional value has expanded into the oral care sector, and the COVID-19 pandemic has further diversified product lineups.

Sensodyne, which has established a dominant market position in the sensitive toothpaste segment, recently strengthened its market offensive by launching two new lines with enhanced fluoride content (Deep Clean, Whitening). The potassium nitrate (KNO3) ingredient in Sensodyne products reduces nerve stimulation absorbed through dentinal tubules, allowing prevention and relief of sensitivity symptoms through regular brushing alone.

Sensodyne has recorded double-digit sales growth both online and offline since COVID-19. Notably, offline sales growth has been significant alongside online sales. Team leader Woo said, "Sensodyne achieves over 70% of its total sales from offline channels such as supermarkets," adding, "This is an exceptional achievement given the collapse of offline commercial districts due to COVID-19."

The secret to offline growth lies in collaboration with E-Mart. Sensodyne created a dedicated sensitive care zone within E-Mart to raise awareness about the importance of sensitive teeth care. Woo said, "More than two-thirds of Korean adults experience sensitive teeth symptoms, but over half of them neglect these symptoms, worsening their condition. Brushing twice a day consistently can improve sensitivity symptoms within two weeks, and the high repurchase rate from consumers who have experienced this effect has led to these results."