Colgate-Palmolive sees opportunities for growth in the "multi-benefit" oral care market in the U.S., President Global Oral Care Nigel Burton stated during a June 12 Deutsche Bank Global Consumer & Food Retail Conference in Paris.

The market for products that offer multiple benefits, such as Colgate Total , is still "underdeveloped" in the U.S., the exec said, noting the segment accounts for only about 15% of the U.S. oral care category, but makes up 20%-25% of the international market.

"Colgate is interested in pursuing its own growth in the segment," the exec noted. "It is one of the higher margin product mix switches we'd be interested in delivering," he said.

An example of a successful multi-benefit product is Procter & Gamble's Crest Pro-Health Rinse, a mouthwash that "knocks out 99% of germs that cause plaque, gingivitis and bad breath" (¹ Also see "Crest Mouthwash To Be Presented As Alternative To “Intense Experience”" - Pink Sheet, 14 February, 2005., p. 13). The company stated that the 2005 launch was its "biggest initiative" of the year.

Burton also addressed Colgate's interest in Pfizer's Listerine mouthwash brand, noting it would "be a good asset and a very good fit for us."

Pfizer is looking to sell its Consumer Healthcare unit, which includes the Listerine brand, or spin the division off to shareholders, but is unlikely to sell off individual brands.

Although Colgate has expressed interest in Listerine in the past, CEO Reuben Mark noted during a recent investor conference that the company would "not easily" move into the over-the-counter or pharmaceutical categories, indicating it would not be a bidder for the entire consumer unit.

Burton's statements, however, suggest the company may pursue acquiring the brand from a future owner.

Bids for the Pfizer division are rumored to have come in from GlaxoSmithKline, Johnson & Johnson and Reckett-Benckiser on June 6, in amounts upwards of $15 bil.

[Editor's note: This story was contributed by "The Rose Sheet," your source for cosmetics news. For more information call 1-800-332-2181.]

Colgate Eyes Opportunities In “Multi-Benefit” Oral Care Segment

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