update, page-57

Coppertop, "An anecdotal example - Every month when I look in the toothpaste asle in the supermarket, there allways seems to be a trusted brand of toothpaste (ie- macleans, seredyne, colgate) announcing a a new ingredient/improvement"

So this would give you goose bumps taken from Q1 2012 GSK ann:

Oral care sales were up 11%. The Sensodyne Sensitivity and Acid Erosion business, up 22% to £186 million, continued its strong growth across all markets, driven by Sensodyne Repair and Protect and Sensodyne Pronamel. Sensodyne registered its twelfth consecutive quarter of double-digit sales growth.