The oral hygiene industry is driven by Americans' desire for healthy teeth, fresh breath and a good set of "pearly whites." In general, Americans are keeping their natural teeth longer, and are working to maintain healthy gums and good oral hygiene. Seniors, about a quarter of whom have transitioned to at least partial dentures, are also interested in maintaining good oral care and in caring for their false teeth.

Almost seven in ten Americans have visited their dentist during the last year, and even more children than adults have spent time in their dentist's chair. But even among those who do not visit dentists regularly, there is awareness that good oral care is important. New products such as dental gum, positioned on a platform of fresh breathness and plaque acid neutralization, are also catching on with consumers. Just how much are these products catching on? You have to read the Oral Hygiene Market Report to find out.

Only Mintel consumer intelligence reports can give you the answers you need. Through our exclusive consumer research, we explored the usage of and attitudes toward oral hygiene and asked questions such as:

· Which of the following oral hygiene products have you used in the past week?

· Which of the following influences your choice of toothpaste?

· Where do you usually purchase oral hygiene products?

The research in every Mintel consumer intelligence report is conducted by our dedicated US editorial team and industry experts to ensure that we answer the needs of our clients. Our reports cover key US consumer sectors in 14 categories and combine exclusive, original, quantitative data with comprehensive market analysis.