表紙:世界のオーラルケアの市場動向・市場シェア・市場規模の予測 (2021-2028年):製品 (歯ブラシ・歯磨き粉)・製品タイプ (カウンタートップ・コードレス)・用途 (家庭用・歯科用)・地域別
市場調査レポート
商品コード
986156

世界のオーラルケアの市場動向・市場シェア・市場規模の予測 (2021-2028年):製品 (歯ブラシ・歯磨き粉)・製品タイプ (カウンタートップ・コードレス)・用途 (家庭用・歯科用)・地域別

Oral Care Market Size, Share & Trends Analysis Report By Product (Toothbrush, Toothpaste), By Product Type (Countertop, Cordless), By Application (Home, Dentistry), By Region, And Segment Forecasts, 2021 - 2028

出版日: | 発行: Grand View Research, Inc. | ページ情報: 英文 128 Pages | 納期: 2-10営業日

価格
価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=111.75円
世界のオーラルケアの市場動向・市場シェア・市場規模の予測 (2021-2028年):製品 (歯ブラシ・歯磨き粉)・製品タイプ (カウンタートップ・コードレス)・用途 (家庭用・歯科用)・地域別
出版日: 2021年01月13日
発行: Grand View Research, Inc.
ページ情報: 英文 128 Pages
納期: 2-10営業日
担当者のコメント
Grand View Research発行のオーラルケア市場レポートです。本レポートでは、オーラルケア市場の規模を製品別・製品タイプ別・用途別・地域別に分析し、金額ベースで提示しております。また、第3章では市場成長推進・抑制因子、成長機会、5フォース、企業シェア等の多様な観点から定性情報について分析しています。さらに、第8章では関連プレイヤー9社の概要情報をご提供しています。サンプルレポートは「無料サンプル」ボタンよりお気軽にお申し込みください。
  • 全表示
  • 概要
  • 図表
  • 目次
概要

世界のオーラルケアの市場規模は予測期間中5.9%のCAGRで推移し、2028年には495億米ドルの規模に成長すると予測されています。口腔衛生への意識の拡大、虫歯の増加などの要因が同市場の成長を推進しています。

当レポートでは、世界のオーラルケアの市場を調査し、市場の定義と概要、市場成長への各種影響因子の分析、市場規模の推移・予測、タイプ・製品タイプ・用途・地域/主要国など各種区分別の内訳、競合環境、主要企業のプロファイルなどをまとめています。

第1章 調査手法・調査範囲

第2章 エグゼクティブサマリー

第3章 市場可変因子・動向・展望

  • 市場の分類・範囲
  • 市場成長推進因子
  • 市場成長抑制因子
  • 成長機会
  • SWOT分析
  • ポーターの分析
  • 企業シェア分析

第4章 市場予測・動向分析:製品別

  • 歯ブラシ
    • 手動歯ブラシ
    • 電動歯ブラシ
    • 電池式歯ブラシ
    • その他
  • 歯磨き粉
    • ジェル
    • ポリッシュ
    • ペースト
    • 粉末
  • うがい薬・すすぎ薬
    • 薬用
    • 非薬用
  • 義歯用製品
    • クリーナー
    • 固定剤
    • その他
  • 歯科用品
    • ホワイトニング製品
    • フレッシュブレスチューインガム
    • 舌スクレーパー
    • フレッシュブレスストリップ
    • フロス
    • その他

第5章 市場予測・動向分析:製品タイプ別

  • カウンタートップ型
  • コードレス型

第6章 市場予測・動向分析:用途別

  • 家庭用
  • 歯科用

第7章 市場予測・動向分析:地域・主要国別

  • アジア太平洋
  • 欧州
  • 北米
  • ラテンアメリカ
  • 中東・アフリカ

第8章 競合情勢

  • 企業プロファイル
    • Procter & Gamble
    • Johnson & Johnson Consumer Inc.
    • Colgate-Palmolive
    • GlaxoSmithKline
    • Church & Dwight Co. Inc.
    • Dr. Fresh, LLC
    • Dentaid
    • Lion Corporation
    • Sunstar Suisse S.A.
図表

List of Tables

  • TABLE 1 Factors used in segment share estimation
  • TABLE 2 List of secondary data sources
  • TABLE 3 Global Oral Care Market, by Region 2016 - 2028 (USD Million)
  • TABLE 4 Global Oral Care Market, by Product, 2016 - 2028 (USD Million)
  • TABLE 5 Global Oral Care Market, by Product type, 2016 - 2028 (USD Million)
  • TABLE 6 Global Oral Care Market, by Application, 2016 - 2028 (USD Million)
  • TABLE 7 Asia Pacific oral care market, by country, 2016 - 2028 (USD Million)
  • TABLE 8 Asia Pacific oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 9 Asia Pacific toothbrush market, by product type, 2016 - 2028 (USD Million)
  • TABLE 10 Asia Pacific toothpaste market, by application, 2016 - 2028 (USD Million)
  • TABLE 11 Japan oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 12 Japan oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 13 Japan oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 14 China oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 15 China oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 16 China oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 17 India oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 18 India oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 19 India oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 20 Europe oral care market, by country, 2016 - 2028 (USD Million)
  • TABLE 21 Europe oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 22 Europe oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 23 Europe oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 24 Germany oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 25 Germany oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 26 Germany oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 27 U.K. oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 28 U.K. oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 29 U.K. oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 30 North America oral care market, by country, 2016 - 2028 (USD Million)
  • TABLE 31 North America oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 32 North America oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 33 North America oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 34 U.S. oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 35 U.S. oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 36 U.S. oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 37 Canada oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 38 Canada oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 39 Canada oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 40 Latin America oral care market, by country, 2016 - 2028 (USD Million)
  • TABLE 41 Latin America oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 42 Latin America oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 43 Latin America oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 44 Brazil oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 45 Brazil oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 46 Brazil oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 47 Mexico oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 48 Mexico oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 49 Mexico oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 50 MEA oral care market, by country, 2016 - 2028 (USD Million)
  • TABLE 51 MEA oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 52 MEA oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 53 MEA oral care market, by application, 2016 - 2028 (USD Million)
  • TABLE 54 South Africa oral care market, by product, 2016 - 2028 (USD Million)
  • TABLE 55 South Africa oral care market, by product type, 2016 - 2028 (USD Million)
  • TABLE 56 South Africa oral care market, by application, 2016 - 2028 (USD Million)

List of Figures

  • FIG. 1 Primary interviews, by sources
  • FIG. 2 Primary interviews, by region
  • FIG. 3 Market summary (USD Million)
  • FIG. 4 Market trends & outlook
  • FIG. 5 Market segmentation & scope
  • FIG. 6 Market driver relevance analysis (Current & future impact)
  • FIG. 7 Market restraint relevance analysis (Current & future impact)
  • FIG. 8 Key opportunities prioritized, by product
  • FIG. 9 SWOT analysis, by factor (political & legal, economic and technological)
  • FIG. 10 Porter's Five Forces Analysis
  • FIG. 11 Oral care market: Company market share analysis, 2020
  • FIG. 12 Oral care market, product outlook: Key takeaways
  • FIG. 13 Oral care market: Product movement analysis
  • FIG. 14 Toothbrush market, 2016 - 2028 (USD Million)
  • FIG. 15 Manual toothbrush market, 2016 - 2028 (USD Million)
  • FIG. 16 Electric toothbrush market, 2016 - 2028 (USD Million)
  • FIG. 17 Battery-powered toothbrush market, 2016 - 2028 (USD Million)
  • FIG. 18 Other toothbrush market, 2016 - 2028 (USD Million)
  • FIG. 19 Toothpaste market, 2016 - 2028 (USD Million)
  • FIG. 20 Gel toothpaste market, 2016 - 2028 (USD Million)
  • FIG. 21 Polish toothpaste market, 2016 - 2028 (USD Million)
  • FIG. 22 Paste toothpaste market, 2016 - 2028 (USD Million)
  • FIG. 23 Powder toothpaste market, 2016 - 2028 (USD Million)
  • FIG. 24 Mouthwash/rinse market, 2016 - 2028 (USD Million)
  • FIG. 25 Mouthwash/rinse market, 2016 - 2028 (USD Million)
  • FIG. 26 Non-medicated mouthwash/rinse market, 2016 - 2028 (USD Million)
  • FIG. 27 Denture products market, 2016 - 2028 (USD Million)
  • FIG. 28 Cleaners market, 2016 - 2028 (USD Million)
  • FIG. 29 Fixatives market, 2016 - 2028 (USD Million)
  • FIG. 30 Other denture products market, 2016 - 2028 (USD Million)
  • FIG. 31 Dental accessories market, 2016 - 2028 (USD Million)
  • FIG. 32 Cosmetic whitening products market, 2016 - 2028 (USD Million)
  • FIG. 33 Fresh breath dental chewing gum market, 2016 - 2028 (USD Million)
  • FIG. 34 Tongue scrapers market, 2016 - 2028 (USD Million)
  • FIG. 35 Fresh breath strips market, 2016 - 2028 (USD Million)
  • FIG. 36 Floss market, 2016 - 2028 (USD Million)
  • FIG. 37 Other dental accessories market, 2016 - 2028 (USD Million)
  • FIG. 38 Oral care market, product type outlook: Key takeaways
  • FIG. 39 Oral care market: Product type movement analysis
  • FIG. 40 Countertop market, 2016 - 2028 (USD Million)
  • FIG. 41 Cordless market, 2016 - 2028 (USD Million)
  • FIG. 42 Oral care market, application outlook: Key takeaways
  • FIG. 43 Oral care market: Application movement analysis
  • FIG. 44 Home market, 2016 - 2028 (USD Million)
  • FIG. 45 Dentistry market, 2016 - 2028 (USD Million)
  • Fig. 46 Global oral care market: Regional movement analysis
  • Fig. 47 Global market share, by region
  • Fig. 48 North America market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 49 U.S. market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 50 Canada market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 51 Europe market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 52 U.K. market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 53 Germany market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 54 Asia Pacific market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 55 Japan market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 56 China market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 57 India market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 58 Latin America market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 59 Brazil market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 60 Mexico market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 61 Middle East and Africa market estimates and forecast, 2016 - 2028 (USD Million)
  • Fig. 62 South Africa market estimates and forecast, 2016 - 2028 (USD Million)
目次
Product Code: GVR-1-68038-478-9

Oral Care Market Growth & Trends:

The global oral care market size is expected to reach USD 49.5 billion by 2028, according to a new report by Grand View Research, Inc. It is expected to expand at a CAGR of 5.9% from 2021 to 2028. The growing awareness among people regarding oral hygiene and the increasing incidence of dental caries has led to the high growth of the market. The World Health Organization (WHO) states that 2.3 billion people suffer from caries of permanent teeth. An unhealthy diet (particularly high in sugar) is one of the major factors contributing to the rise in the number of dental caries at the global level. Brushing teeth using a toothbrush and fluoride-containing toothpaste can prevent dental caries to a significant extent, creating demand for these products.

Various awareness programs initiated by major players have led to increased awareness about dental hygiene among the people of both developed as well as developing regions. For instance, Colgate-Palmolive Company's BRIGHT SMILES, BRIGHT FUTURES program has been proactively involved in spreading oral health education and providing dental screenings, and over one billion children and their families in 80 countries benefited from it. In 2018-19 alone, it reached over 11.5 million children in India. Thus, such initiatives have played a key role in creating awareness among consumers at the global level about the importance of dental hygiene.

New product development is another significant factor influencing the demand for the products. Innovative products such as powered toothbrushes have revolutionized the toothbrush market. In November 2019, a leading player, Procter & Gamble launched "Tooth Fairy in a Box." It includes an Oral-B electric toothbrush, Crest toothpaste, and playful items that help parents encourage children to embrace dental hygiene. The availability of different denture care products and dental accessories is also contributing to the growth of the market.

Most of the dental services were shut down at the global level during the COVID-19 pandemic. Recently, more number of dental practices are reopening, however, consumers are opting for home dental remedies due to potential risk. Leading personal care companies such as Procter & Gamble; Colgate-Palmolive Company; and Johnson & Johnson Services, Inc. witnessed growth in their sales, especially from the oral care segment as consumers' focus toward hygiene grew.

Oral Care Market Report Highlights:

  • By product, the toothbrush segment dominated the market in 2020 and is expected to emerge as the fastest-growing segment during the forecast period due to the availability of a wide range of innovative designs, such as electric and battery-powered toothbrushes
  • The toothpaste product segment held the second-largest share in 2020 due to the increase in the number of people using different forms of toothpaste
  • Asia Pacific held the largest share in 2020 and is projected to be the fastest-growing regional market during the forecast period. This is due to the rising awareness about oral health among the people of developing countries, such as India and China
  • Manufacturers coming up with innovative and easy-to-use oral care products has increased the usage of these products at home, making home the largest and fastest-growing segment

Table of Contents

Chapter 1 Executive Summary

Chapter 2 Research Methodology

  • 2.1 Country Wise Market: Base Estimates
  • 2.2 Global Market: CAGR Calculation
  • 2.3 Region-based Segment Share Calculation
  • 2.4 Research Scope & Assumptions
  • 2.5 List of Data Sources
    • 2.5.1 Data for primary interviews, by sources
    • 2.5.2 Data for primary interviews, by region
  • 2.6 Market Snapshot

Chapter 3 Oral Care Market Variables, Trends & Scope

  • 3.1 Market Segmentation & Scope
  • 3.2 Market Driver Analysis
    • 3.2.1 Growing awareness related to dental hygiene
    • 3.2.2 Rising prevalence of dental caries
    • 3.2.3 Introduction of innovative products
    • 3.2.4 Rising geriatric population
  • 3.3 Market Restraint Analysis
    • 3.3.1 Limitations of the electric toothbrush
  • 3.4 Key Opportunities Prioritized
    • 3.4.1 Key opportunities prioritized, by product
  • 3.5 Oral Care - SWOT Analysis, by Factor (Political & Legal, Economic and Technological)
  • 3.6 Industry Analysis - Porter's
  • 3.7 Oral Care Market: Company Market Share Analysis, 2020

Chapter 4 Oral Care Market: Product Estimates & Trend Analysis

  • 4.1 Oral Care Market: Product Movement Analysis
  • 4.2 Toothbrush
    • 4.2.1 Toothbrush market, 2016 - 2028 (USD Million)
    • 4.2.2 Manual toothbrush
      • 4.2.2.1 Manual toothbrush market, 2016 - 2028 (USD Million)
    • 4.2.3 Electric toothbrush
      • 4.2.3.1 Electric toothbrush market, 2016 - 2028 (USD Million)
    • 4.2.4 Battery-powered toothbrush
      • 4.2.4.1 Battery-powered toothbrush market, 2016 - 2028 (USD Million)
    • 4.2.5 Other toothbrush
      • 4.2.5.1 Other toothbrush market, 2016 - 2028 (USD Million)
  • 4.3 Toothpaste
    • 4.3.1 Toothpaste market, 2016 - 2028 (USD Million)
    • 4.3.2 Gel toothpaste
      • 4.3.2.1 Gel toothpaste market, 2016 - 2028 (USD Million)
    • 4.3.3 Polish toothpaste
      • 4.3.3.1 Polish toothpaste market, 2016 - 2028 (USD Million)
    • 4.3.4 Paste toothpaste
      • 4.3.4.1 Paste toothpaste market, 2016 - 2028 (USD Million)
    • 4.3.5 Powder toothpaste
      • 4.3.5.1 Powder toothpaste market, 2016 - 2028 (USD Million)
  • 4.4 Mouthwash/Rinse
    • 4.4.1 Mouthwash/rinse market, 2016 - 2028 (USD Million)
    • 4.4.2 Medicated mouthwash/rinse
      • 4.4.2.1 Medicated mouthwash/rinse market, 2016 - 2028 (USD Million)
    • 4.4.3 Non-medicated mouthwash/rinse
      • 4.4.3.1 Non-medicated mouthwash/rinse market, 2016 - 2028 (USD Million)
  • 4.5 Denture Products
    • 4.5.1 Denture products market, 2016 - 2028 (USD Million)
    • 4.5.2 Cleaners
      • 4.5.2.1 Cleaners market, 2016 - 2028 (USD Million)
    • 4.5.3 Fixatives
      • 4.5.3.1 Fixatives market, 2016 - 2028 (USD Million)
    • 4.5.4 Other denture products
      • 4.5.4.1 Other denture products market, 2016 - 2028 (USD Million)
  • 4.6 Dental Accessories
    • 4.6.1 Dental accessories market, 2016 - 2028 (USD Million)
    • 4.6.2 Cosmetic whitening products
      • 4.6.2.1 Cosmetic whitening products market, 2016 - 2028 (USD Million)
    • 4.6.3 Fresh breath dental chewing gum
      • 4.6.3.1 Fresh breath dental chewing gum market, 2016 - 2028 (USD Million)
    • 4.6.4 Tongue scrapers
      • 4.6.4.1 Tongue scrapers market, 2016 - 2028 (USD Million)
    • 4.6.5 Fresh breath strips
      • 4.6.5.1 Fresh breath strips market, 2016 - 2028 (USD Million)
    • 4.6.6 Floss
      • 4.6.6.1 Floss market, 2016 - 2028 (USD Million)
    • 4.6.7 Other dental accessories
      • 4.6.7.1 Other dental accessories market, 2016 - 2028 (USD Million)

Chapter 5 Oral Care Market: Product Type Estimates & Trend Analysis

  • 5.1 Oral Care Market: Product Type Movement Analysis
  • 5.2 Countertop
    • 5.2.1 Countertop market, 2016 - 2028 (USD Million)
  • 5.3 Cordless
    • 5.3.1 Cordless market, 2016 - 2028 (USD Million)

Chapter 6 Oral Care Market: Application Estimates & Trend Analysis

  • 6.1 Oral Care Market: Application Movement Analysis
  • 6.2 Home
    • 6.2.1 Home market, 2016 - 2028 (USD Million)
  • 6.3 Dentistry
    • 6.3.1 Dentistry market, 2016 - 2028 (USD Million)

Chapter 7 Oral Care Market: Regional Estimates & Trend Analysis, by Product

  • 7.1 Oral Care Market Share by Region, 2020 - 2028
  • 7.2 Asia Pacific
    • 7.2.1 Japan
      • 7.2.1.1 Japan market, 2016 - 2028 (USD Million)
    • 7.2.2 China
      • 7.2.2.1 China market, 2016 - 2028 (USD Million)
    • 7.2.3 India
      • 7.2.3.1 India market, 2016 - 2028 (USD Million)
  • 7.3 Europe
    • 7.3.1 Germany
      • 7.3.1.1 Germany market, 2016 - 2028 (USD Million)
    • 7.3.2 U.K.
      • 7.3.2.1 U.K. market, 2016 - 2028 (USD Million)
  • 7.4 North America
    • 7.4.1 U.S.
      • 7.4.1.1 U.S. market, 2016 - 2028 (USD Million)
    • 7.4.2 Canada
      • 7.4.2.1 Canada market, 2016 - 2028 (USD Million)
  • 7.5 Latin America
    • 7.5.1 Brazil
      • 7.5.1.1 Brazil market, 2016 - 2028 (USD Million)
    • 7.5.2 Mexico
      • 7.5.2.1 Mexico market, 2016 - 2028 (USD Million)
  • 7.6 MEA
    • 7.6.1 South Africa
      • 7.6.1.1 South Africa market, 2016 - 2028 (USD Million)

Chapter 8 Competitive Landscape

  • 8.1 Company Profiles
    • 8.1.1 Procter & Gamble
      • 8.1.1.1 Company overview
      • 8.1.1.2 Financial performance
      • 8.1.1.3 Product benchmarking
      • 8.1.1.4 Strategic initiatives
    • 8.1.2 Johnson & Johnson Consumer Inc.
      • 8.1.2.1 Company overview
      • 8.1.2.2 Financial performance
      • 8.1.2.3 Product benchmarking
    • 8.1.3 Colgate-Palmolive
      • 8.1.3.1 Company overview
      • 8.1.3.2 Financial performance
      • 8.1.3.3 Product benchmarking
      • 8.1.3.4 Strategic initiative
    • 8.1.4 GlaxoSmithKline
      • 8.1.4.1 Company overview
      • 8.1.4.2 Financial performance
      • 8.1.4.3 Product benchmarking
      • 8.1.4.4 Strategic initiatives
    • 8.1.5 Church & Dwight Co. Inc.
      • 8.1.5.1 Company overview
      • 8.1.5.2 Financial performance
      • 8.1.5.3 Product benchmarking
      • 8.1.5.4 Strategic initiatives
    • 8.1.6 Dr. Fresh, LLC
      • 8.1.6.1 Company overview
      • 8.1.6.2 Product benchmarking
    • 8.1.7 Dentaid
      • 8.1.7.1 Company overview
      • 8.1.7.2 Product benchmarking
      • 8.1.7.3 Strategic initiatives
    • 8.1.8 Lion Corporation
      • 8.1.8.1 Company overview
      • 8.1.8.2 Financial Performance
      • 8.1.8.3 Product benchmarking
      • 8.1.8.4 Strategic initiatives
    • 8.1.9 Sunstar Suisse S.A.
      • 8.1.9.1 Company overview
      • 8.1.9.2 Financial Performance
      • 8.1.9.3 Product benchmarking
      • 8.1.9.4 Strategic initiatives