TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: oral hygiene 2
Summary category level: dental floss 3
Summary category level: denture care 4
Summary category level: mouthwash 5
Summary category level: toothbrushes 6
Summary category level: toothpaste 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Polish Zloty), 2004-09 24
Value analysis (Polish Zloty), 2009-14 25
Value analysis (US dollars), 2004-09 27
Value analysis (US dollars), 2009-14 28
Volume analysis, 2004-09 30
Volume analysis, 2009-14 31
Company and brand share analysis 34
Distribution analysis 38
Expenditure and consumption per capita 40
Chapter 4 Leading Company Profiles 44
Colgate-Palmolive Company 44
The Procter & Gamble Company 46
Chapter 5 Category Analysis: Dental Floss 48
Value analysis (Polish Zloty), 2004-09 48
Value analysis (Polish Zloty), 2009-14 49
Value analysis (US dollars), 2004-09 51
Value analysis (US dollars), 2009-14 51
Volume analysis, 2004-09 53
Volume analysis, 2009-14 54
Company and brand share analysis 57
Distribution analysis 60
Expenditure and consumption per capita 62
Chapter 6 Category Analysis: Denture Care 65
Value analysis (Polish Zloty), 2004-09 65
Value analysis (Polish Zloty), 2009-14 66
Value analysis (US dollars), 2004-09 68
Value analysis (US dollars), 2009-14 68
Volume analysis, 2004-09 70
Volume analysis, 2009-14 71
Company and brand share analysis 73
Distribution analysis 76
Expenditure and consumption per capita 78
Chapter 7 Category Analysis: Mouthwash 81
Value analysis (Polish Zloty), 2004-09 81
Value analysis (Polish Zloty), 2009-14 82
Value analysis (US dollars), 2004-09 84
Value analysis (US dollars), 2009-14 84
Volume analysis, 2004-09 86
Volume analysis, 2009-14 87
Company and brand share analysis 89
Distribution analysis 93
Expenditure and consumption per capita 95
Chapter 8 Category Analysis: Toothbrushes 98
Value analysis (Polish Zloty), 2004-09 98
Value analysis (Polish Zloty), 2009-14 99
Value analysis (US dollars), 2004-09 101
Value analysis (US dollars), 2009-14 101
Volume analysis, 2004-09 102
Volume analysis, 2009-14 103
Company and brand share analysis 105
Distribution analysis 108
Expenditure and consumption per capita 110
Chapter 9 Category Analysis: Toothpaste 113
Value analysis (Polish Zloty), 2004-09 113
Value analysis (Polish Zloty), 2009-14 114
Value analysis (US dollars), 2004-09 116
Value analysis (US dollars), 2009-14 116
Volume analysis, 2004-09 118
Volume analysis, 2009-14 119
Company and brand share analysis 121
Distribution analysis 124
Expenditure and consumption per capita 126
Chapter 10 Country Comparison 129
Value 129
Volume 133
Market share 137
Chapter 11 New Product Development 138
Product launches over time 138
Recent product launches 140
Chapter 12 Macroeconomic Profile 141
Macroeconomic Indicators 141
Chapter 13 Research Methodology 146
Methodology overview 146
Secondary research 147
Market modeling 148
Creating an initial data model 148
Revising the initial data model 148
Creating a final estimate 149
Creating demographic value splits 149
Primary research 149
Data finalization 150
Ongoing research 150
Chapter 14 Appendix 151
Future readings 151
How to contact experts in your industry 151
Disclaimer 151
LIST OF FIGURES
Figure 1: Oral hygiene, Poland, value by category (PLNm), 2004-14 26
Figure 2: Oral hygiene, Poland, category growth comparison, by value, 2004-14 29
Figure 3: Oral hygiene, Poland, volume by category (units, million), 2004-14 32
Figure 4: Oral hygiene, Poland, category growth comparison, by volume, 2004-14 33
Figure 5: Oral hygiene, Poland, company share by value (%), 2008-09 36
Figure 6: Oral hygiene, Poland, distribution channels by value (%), 2008-09 39
Figure 7: Dental floss, Poland, value by segment (PLNm), 2004-14 50
Figure 8: Dental floss, Poland, category growth comparison, by value, 2004-14 52
Figure 9: Dental floss, Poland, volume by segment (units, million), 2004-14 55
Figure 10: Dental floss, Poland, category growth comparison, by volume, 2004-14 56
Figure 11: Dental floss, Poland, company share by value (%), 2008-09 58
Figure 12: Dental floss, Poland, distribution channels by value (%), 2008-09 61
Figure 13: Denture care, Poland, value by segment (PLNm), 2004-14 67
Figure 14: Denture care, Poland, category growth comparison, by value, 2004-14 69
Figure 15: Denture care, Poland, volume by segment (units, million), 2004-14 72
Figure 16: Denture care, Poland, category growth comparison, by volume, 2004-14 72
Figure 17: Denture care, Poland, company share by value (%), 2008-09 74
Figure 18: Denture care, Poland, distribution channels by value (%), 2008-09 77
Figure 19: Mouthwash, Poland, value by segment (PLNm), 2004-14 83
Figure 20: Mouthwash, Poland, category growth comparison, by value, 2004-14 85
Figure 21: Mouthwash, Poland, volume by segment (units, million), 2004-14 88
Figure 22: Mouthwash, Poland, category growth comparison, by volume, 2004-14 88
Figure 23: Mouthwash, Poland, company share by value (%), 2008-09 91
Figure 24: Mouthwash, Poland, distribution channels by value (%), 2008-09 94
Figure 25: Toothbrushes, Poland, value by segment (PLNm), 2004-14 100
Figure 26: Toothbrushes, Poland, volume by segment (units, million), 2004-14 104
Figure 27: Toothbrushes, Poland, company share by value (%), 2008-09 106
Figure 28: Toothbrushes, Poland, distribution channels by value (%), 2008-09 109
Figure 29: Toothpaste, Poland, value by segment (PLNm), 2004-14 115
Figure 30: Toothpaste, Poland, category growth comparison, by value, 2004-14 117
Figure 31: Toothpaste, Poland, volume by segment (units, million), 2004-14 120
Figure 32: Toothpaste, Poland, category growth comparison, by volume, 2004-14 120
Figure 33: Toothpaste, Poland, company share by value (%), 2008-09 122
Figure 34: Toothpaste, Poland, distribution channels by value (%), 2008-09 125
Figure 35: Global oral hygiene market split (value terms, 2009), top five countries 130
Figure 36: Global oral hygiene market value, 2004–09, top five countries 132
Figure 37: Global oral hygiene market split (volume terms, 2009), top five countries 134
Figure 38: Global oral hygiene market volume, 2004–09, top five countries 136
Figure 39: Annual data review process 147
LIST OF TABLES
Table 1: Oral hygiene category definitions 10
Table 2: Oral hygiene distribution channels 11
Table 3: Oral hygiene, Poland, value by category (PLNm), 2004-09 24
Table 4: Oral hygiene, Poland, value forecast by category (PLNm), 2009-14 25
Table 5: Oral hygiene, Poland, value by category ($m), 2004-09 27
Table 6: Oral hygiene, Poland, value forecast by category ($m), 2009-14 28
Table 7: Oral hygiene, Poland, volume by category (units, million), 2004-09 30
Table 8: Oral hygiene, Poland, volume forecast by category (units, million), 2009-14 31
Table 9: Oral hygiene, Poland, brand share by value (%), 2008-09 34
Table 10: Oral hygiene, Poland, value by brand (PLNm), 2008-09 35
Table 11: Oral hygiene, Poland, company share by value (%), 2008-09 37
Table 12: Oral hygiene, Poland, value by company (PLNm), 2008-09 37
Table 13: Oral hygiene, Poland, distribution channels by value (%), 2008-09 38
Table 14: Oral hygiene, Poland, value by distribution channel (PLNm), 2008-09 38
Table 15: Oral hygiene, Poland, expenditure per capita (PLN), 2004-09 40
Table 16: Oral hygiene, Poland, forecast expenditure per capita (PLN), 2009-14 41
Table 17: Oral hygiene, Poland, expenditure per capita ($), 2004-09 41
Table 18: Oral hygiene, Poland, forecast expenditure per capita ($), 2009-14 42
Table 19: Oral hygiene, Poland, consumption per capita (units), 2004-09 42
Table 20: Oral hygiene, Poland, forecast consumption per capita (units), 2009-14 43
Table 21: Colgate-Palmolive Company key facts 44
Table 22: The Procter & Gamble Company key facts 46
Table 23: Dental floss, Poland, value by segment (PLNm), 2004-09 48
Table 24: Dental floss, Poland, value forecast by segment (PLNm), 2009-14 49
Table 25: Dental floss, Poland, value by segment ($m), 2004-09 51
Table 26: Dental floss, Poland, value forecast by segment ($m), 2009-14 51
Table 27: Dental floss, Poland, volume by segment (units, million), 2004-09 53
Table 28: Dental floss, Poland, volume forecast by segment (units, million), 2009-14 54
Table 29: Dental floss, Poland, brand share by value (%), 2008-09 57
Table 30: Dental floss, Poland, value by brand (PLNm), 2008-09 57
Table 31: Dental floss, Poland, company share by value (%), 2008-09 59
Table 32: Dental floss, Poland, value by company (PLNm), 2008-09 59
Table 33: Dental floss, Poland, distribution channels by value (%), 2008-09 60
Table 34: Dental floss, Poland, value by distribution channel (PLNm), 2008-09 60
Table 35: Dental floss, Poland, expenditure per capita (PLN), 2004-09 62
Table 36: Dental floss, Poland, forecast expenditure per capita (PLN), 2009-14 62
Table 37: Dental floss, Poland, expenditure per capita ($), 2004-09 63
Table 38: Dental floss, Poland, forecast expenditure per capita ($), 2009-14 63
Table 39: Dental floss, Poland, consumption per capita (units), 2004-09 64
Table 40: Dental floss, Poland, forecast consumption per capita (units), 2009-14 64
Table 41: Denture care, Poland, value by segment (PLNm), 2004-09 65
Table 42: Denture care, Poland, value forecast by segment (PLNm), 2009-14 66
Table 43: Denture care, Poland, value by segment ($m), 2004-09 68
Table 44: Denture care, Poland, value forecast by segment ($m), 2009-14 68
Table 45: Denture care, Poland, volume by segment (units, million), 2004-09 70
Table 46: Denture care, Poland, volume forecast by segment (units, million), 2009-14 71
Table 47: Denture care, Poland, brand share by value (%), 2008-09 73
Table 48: Denture care, Poland, value by brand (PLNm), 2008-09 73
Table 49: Denture care, Poland, company share by value (%), 2008-09 75
Table 50: Denture care, Poland, value by company (PLNm), 2008-09 75
Table 51: Denture care, Poland, distribution channels by value (%), 2008-09 76
Table 52: Denture care, Poland, value by distribution channel (PLNm), 2008-09 76
Table 53: Denture care, Poland, expenditure per capita (PLN), 2004-09 78
Table 54: Denture care, Poland, forecast expenditure per capita (PLN), 2009-14 78
Table 55: Denture care, Poland, expenditure per capita ($), 2004-09 79
Table 56: Denture care, Poland, forecast expenditure per capita ($), 2009-14 79
Table 57: Denture care, Poland, consumption per capita (units), 2004-09 80
Table 58: Denture care, Poland, forecast consumption per capita (units), 2009-14 80
Table 59: Mouthwash, Poland, value by segment (PLNm), 2004-09 81
Table 60: Mouthwash, Poland, value forecast by segment (PLNm), 2009-14 82
Table 61: Mouthwash, Poland, value by segment ($m), 2004-09 84
Table 62: Mouthwash, Poland, value forecast by segment ($m), 2009-14 84
Table 63: Mouthwash, Poland, volume by segment (units, million), 2004-09 86
Table 64: Mouthwash, Poland, volume forecast by segment (units, million), 2009-14 87
Table 65: Mouthwash, Poland, brand share by value (%), 2008-09 89
Table 66: Mouthwash, Poland, value by brand (PLNm), 2008-09 90
Table 67: Mouthwash, Poland, company share by value (%), 2008-09 92
Table 68: Mouthwash, Poland, value by company (PLNm), 2008-09 92
Table 69: Mouthwash, Poland, distribution channels by value (%), 2008-09 93
Table 70: Mouthwash, Poland, value by distribution channel (PLNm), 2008-09 93
Table 71: Mouthwash, Poland, expenditure per capita (PLN), 2004-09 95
Table 72: Mouthwash, Poland, forecast expenditure per capita (PLN), 2009-14 95
Table 73: Mouthwash, Poland, expenditure per capita ($), 2004-09 96
Table 74: Mouthwash, Poland, forecast expenditure per capita ($), 2009-14 96
Table 75: Mouthwash, Poland, consumption per capita (units), 2004-09 97
Table 76: Mouthwash, Poland, forecast consumption per capita (units), 2009-14 97
Table 77: Toothbrushes, Poland, value by segment (PLNm), 2004-09 98
Table 78: Toothbrushes, Poland, value forecast by segment (PLNm), 2009-14 99
Table 79: Toothbrushes, Poland, value by segment ($m), 2004-09 101
Table 80: Toothbrushes, Poland, value forecast by segment ($m), 2009-14 101
Table 81: Toothbrushes, Poland, volume by segment (units, million), 2004-09 102
Table 82: Toothbrushes, Poland, volume forecast by segment (units, million), 2009-14 103
Table 83: Toothbrushes, Poland, brand share by value (%), 2008-09 105
Table 84: Toothbrushes, Poland, value by brand (PLNm), 2008-09 105
Table 85: Toothbrushes, Poland, company share by value (%), 2008-09 107
Table 86: Toothbrushes, Poland, value by company (PLNm), 2008-09 107
Table 87: Toothbrushes, Poland, distribution channels by value (%), 2008-09 108
Table 88: Toothbrushes, Poland, value by distribution channel (PLNm), 2008-09 108
Table 89: Toothbrushes, Poland, expenditure per capita (PLN), 2004-09 110
Table 90: Toothbrushes, Poland, forecast expenditure per capita (PLN), 2009-14 110
Table 91: Toothbrushes, Poland, expenditure per capita ($), 2004-09 111
Table 92: Toothbrushes, Poland, forecast expenditure per capita ($), 2009-14 111
Table 93: Toothbrushes, Poland, consumption per capita (units), 2004-09 112
Table 94: Toothbrushes, Poland, forecast consumption per capita (units), 2009-14 112
Table 95: Toothpaste, Poland, value by segment (PLNm), 2004-09 113
Table 96: Toothpaste, Poland, value forecast by segment (PLNm), 2009-14 114
Table 97: Toothpaste, Poland, value by segment ($m), 2004-09 116
Table 98: Toothpaste, Poland, value forecast by segment ($m), 2009-14 116
Table 99: Toothpaste, Poland, volume by segment (units, million), 2004-09 118
Table 100: Toothpaste, Poland, volume forecast by segment (units, million), 2009-14 119
Table 101: Toothpaste, Poland, brand share by value (%), 2008-09 121
Table 102: Toothpaste, Poland, value by brand (PLNm), 2008-09 121
Table 103: Toothpaste, Poland, company share by value (%), 2008-09 123
Table 104: Toothpaste, Poland, value by company (PLNm), 2008-09 123
Table 105: Toothpaste, Poland, distribution channels by value (%), 2008-09 124
Table 106: Toothpaste, Poland, value by distribution channel (PLNm), 2008-09 124
Table 107: Toothpaste, Poland, expenditure per capita (PLN), 2004-09 126
Table 108: Toothpaste, Poland, forecast expenditure per capita (PLN), 2009-14 126
Table 109: Toothpaste, Poland, expenditure per capita ($), 2004-09 127
Table 110: Toothpaste, Poland, forecast expenditure per capita ($), 2009-14 127
Table 111: Toothpaste, Poland, consumption per capita (units), 2004-09 128
Table 112: Toothpaste, Poland, forecast consumption per capita (units), 2009-14 128
Table 113: Global oral hygiene market value, 2009 129
Table 114: Global oral hygiene market split (value terms ($m), 2009), top five countries 132
Table 115: Global oral hygiene market volume, 2009 133
Table 116: Global oral hygiene market split (volume terms, 2009), top five countries 136
Table 117: Leading players, top five countries 137
Table 118: Poland oral hygiene new product launches reports, by company (top five companies), 2009 138
Table 119: Poland oral hygiene new product launches SKUs, by company (top five companies), 2009 138
Table 120: Poland oral hygiene new product launches (reports), by flavor and fragrances 2009 139
Table 121: Poland oral hygiene new product launches (reports), by ingredients (top 10 ingredients), 2009 139
Table 122: Poland oral hygiene new product launches (reports), by package tags or claims 2009 140
Table 123: Poland oral hygiene new product launches - recent five launches (2009) 140
Table 124: Poland population, by age group, 2004-09 (millions) 141
Table 125: Poland population forecast, by age group, 2009-14 (millions) 142
Table 126: Poland population, by gender, 2004-09 (millions) 142
Table 127: Poland population forecast, by gender, 2009-14 (millions) 143
Table 128: Poland nominal GDP, 2004-09 (PLNbn, nominal prices) 143
Table 129: Poland nominal GDP forecast, 2009-14 (PLNbn, nominal prices) 143
Table 130: Poland real GDP, 2004-09 (PLNbn, 2000 prices) 144
Table 131: Poland real GDP forecast, 2009-14 (PLNbn, 2000 prices) 144
Table 132: Poland real GDP, 2004-09 ($bn, 2000 prices) 144
Table 133: Poland real GDP forecast, 2009-14 ($bn, 2000 prices) 145
Table 134: Poland consumer price index, 2004-09 (2000=100) 145
Table 135: Poland consumer price index, 2009-14 (2000=100) 145
