The global dry mouth relief market is a very lucrative, attractive, and profitable market, both for existing players as well as new entrants. At the same time, intense rivalry among existing competitors has been observed. Our analysis revealed that market players have adopted different strategies to increase their business and position in the global dry mouth relief market. In recent years, strategic movements made by major players were product approvals & launches, expansions, collaborations & partnerships, and strategic agreements, which have been used as market penetration strategies and to strengthen their market presence and diversify their product offerings.
The major players in the global dry mouth relief market are GlaxoSmithKline, Procter & Gamble, Colgate-Palmolive, 3M, Sanofi, Prestige Consumer Healthcare, Inc., Fresenius Kabi Ltd, Johnson & Johnson Services, Inc., and Others.
Companies are entering into strategic collaborations with the existing manufacturers & distributors in the global market to broaden its product portfolio and supply in the untapped markets. For instance, in February 2016, Prestige Consumer Healthcare, Inc. announced the acquisition of DenTek, which was known for oral care products. This acquisition helped the company to expand its portfolio of brands and strengthened its existing oral care platform and also to increase its presence in Europe. Likewise, the major players operating in the market are striving to get approval for the use of their products to launch in the major market. For instance, in February 2017, TheraBreath announced the launch of the new TheraBreath Dry Mouth Oral Rinse. The launch of innovative dry mouth products will help the company to grow its dental product portfolio.
There are numerous players operating in this market all over the globe. Most of these players exist in the American and European regions. There are a lot of large and small market players available in the market which provide a wide range of products for various applications.
GlaxoSmithKline, Procter & Gamble, Colgate-Palmolive, 3M, Sanofi, Prestige Consumer Healthcare, Inc., Fresenius Kabi Ltd, and Johnson & Johnson Services, Inc. are the major players in the global dry mouth relief market, contributing a major share of over 50.3% of the overall market.
Michael Porter’s five forces model gives a framework that models the global dry mouth relief market, which is influenced by five forces. The strategic business managers, trying to create an edge over competing firms in the global dry mouth relief market, can utilize this model to better comprehend the industry connection in which the firm operates. The components of each of the forces and the degree or impact of each component in the context of the global dry mouth relief market have been broken down and analyzed below.
Bargaining Power of Suppliers
The bargaining power of suppliers in the dry mouth relief market is expected to be medium. The number of raw material suppliers in the market is high, which provides the market players with a lot of options, hence decreasing the bargaining power of suppliers. On the other hand, since high-quality materials are used in the manufacturing of dry mouth relief products, only a few numbers of viable raw material suppliers are available, which increases the bargaining power of suppliers in the market.
Bargaining Power of Buyers
The bargaining power of buyers is medium in the dry mouth relief market. The market has a large number of buyers that are hospitals, pharmacies, retail stores, and individuals. On the other hand, the number of manufacturers is also high, due to which the buyers have a lot of options in the market. This increases the bargaining power of buyers in the global dry mouth relief market.
Threat of New Entrants
The threat of new entrants is expected to be low in the dry mouth relief market. The new participants planning to enter the market are required to abide by the mandatory regulatory standards in the manufacturing of the dry mouth relief products. Also, the market is characterized by brand loyalty, where establishing a brand name is difficult for the new entrants. However, the presence of a large number of players in the market acts as a barrier for market players to enter the market, which decreases the threat of new entrants.
Threat of Substitutes
The threat of substitutes in the global dry mouth relief market is expected to be high as there a lot of substitutes available for dry mouth relief. These substitutes include lozenges, gels, sprays, mouthwashes, gums, and prescription drugs, among others. Therefore, the threat of substitutes for market players is high.
Intensity of Rivalry
The degree of competition in the dry mouth relief market is high. The modest degree of product differentiation among existing players increases the intensity of rivalry in the market. The company’s manufacturing dry mouth relief products are working on developing cost-effective products and innovative products, especially for use in developing countries. Moreover, the players are launching new types of products for creating a competitive edge over the players.
