Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Interest in cosmetics rising more quickly than interest in health
- New products abound
- Market flat
- Saturation creates need for higher price points in top segments
- Consolidation continues and changes the major players
- Increased adspend results in higher sales
- Supermarkets’ sales suffer as mass channel rallies
- Naturals and mass naturals increase in FDM
- Innovation sustains sales
Market Drivers
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- Introduction
- Concern with oral care largely static
- Whitening products to become standard, opening the door for fighting gum recession
- Marketing the relationship between overall health and gum disease may be ineffective
- Dearth of dental visits
Market Size and Trends
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- Market size
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- Figure 1: Total U.S. retail sales of oral care, at current and constant prices, 2001-06
- Market trends
- Claims
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- Figure 2: New product claims, by number of products released, 2001-06
- Flavor
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- Figure 3: New product flavors, by number of products released, 2003-06
- Premium and super premium products
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- Figure 4: BreathRX ad
- Multi-benefit products
- Just having bristles isn’t enough
- Whitening expands beyond kits
- Products that offer children instruction
- Portable care
- Fighting xerostomia (dry mouth)
- Fighting halitosis (bad breath)
Market Segmentation
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- Introduction
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- Figure 5: Sales of oral care, segmented by type, 2004 and 2006
- Figure 6: Chart: sales of oral care, segmented by type, 2006
- Figure 7: Chart: indexed growth for leading segments, 2001-06
- Toothpaste
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- Figure 8: Sales of toothpaste, at current and constant prices, 2001-06
- Mouthwash/dental rinse
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- Figure 9: Sales of mouthwash/dental rinse, at current and constant prices, 2001-06
- Manual toothbrushes
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- Figure 10: Sales of manual toothbrushes, at current and constant prices, 2001-06
- Dental accessories
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- Figure 11: Sales of dental accessories**, at current and constant prices, 2001-06
- Whitening kits
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- Figure 12: Sales of whitening kits, at current and constant prices, 2001-06
- Denture products
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- Figure 13: FDM sales of denture products, segmented by type, 2004 and 2006
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- Figure 14: Sales of denture products, at current and constant prices, 2001-06
- Powered toothbrushes and replacement brush heads
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- Figure 15: Sales of powered toothbrushes and replacement brush heads, at current and constant prices,
- Oral pain relief
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- Figure 16: Sales of oral pain relief, at current and constant prices, 2001-06
- Dental floss, flossing tools, and Waterpiks
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- Figure 17: Sales of dental floss, flossing tools, and Waterpiks, at current and constant prices, 2001-06
Supply Structure
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- Company and brand sales
- Introduction
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- Figure 18: FDM manufacturer sales of oral care in the U.S., 2004 and 2006
- Toothpaste
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- Figure 19: FDM manufacturer brand sales of toothpaste in the U.S., 2004 and 2006
- Mouthwash/dental rinse
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- Figure 20: FDM manufacturer brand sales of mouthwash/dental rinse in the U.S., 2004 and 2006
- Manual toothbrushes
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- Figure 21: FDM manufacturer brand sales of manual toothbrushes in the U.S., 2004 and 2006
- Dental accessories
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- Figure 22: FDM manufacturer brand sales of dental accessories* in the U.S., 2004 and 2006
- Whitening kits
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- Figure 23: FDM manufacturer brand sales of whitening kits in the U.S., 2004 and 2006
- Denture products
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- Figure 24: FDM manufacturer brand sales of denture products in the U.S., 2004 and 2006
- Powered toothbrushes and replacement brush heads
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- Figure 25: FDM manufacturer brand sales of powered toothbrushes and replacement brush heads in the U.S., 2004 and 2006
- Oral pain relief
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- Figure 26: FDM manufacturer brand sales of oral pain relief in the U.S., 2004 and 2006
- Dental floss, flossing tools, and Waterpiks
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- Figure 27: FDM manufacturer brand sales of dental floss, flossing tools, and Waterpiks in the U.S.,
- Major manufacturer profiles
- Procter & Gamble
- Colgate-Palmolive Company
- GlaxoSmithKline (GSK)
- Church & Dwight, Inc.
- Johnson & Johnson (J&J)
- Del Laboratories, Inc.
Advertising and Promotion
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- Ad spend in personal products
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- Figure 28: U.S. top ten advertising categories, full year 2006 vs. full year 2005*
- Figure 29: U.S. Highest spending campaigns for specific oral care products, 2005
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- Figure 30: U.S. toothpaste brand spending compared to sales, 2005
- Procter & Gamble
- Crest Pro-Health
- Crest Whitestrips
- Crest Whitening Expressions toothpaste
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- Figure 31: Crest Whitening Expressions toothpaste ad
- Crest Whitening Rinse
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- Figure 32: Crest Whitening Rinse ad
- Oral-B Triumph electric toothbrush
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- Figure 33: Oral-B Triumph ad
- Oral-B Vitality electric toothbrushes
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- Figure 34: Oral-B Vitality ad
- Fixodent
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- Figure 35: Fixodent ad
- Oral-B Rembrandt Whitening
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- Figure 36: Rembrandt whitening strips ad
- Colgate-Palmolive Company
- Colgate Total
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- Figure 37: Colgate total ad
- Colgate Max Fresh toothpaste
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- Figure 38: Colgate Max Fresh ad
- Colgate 360 toothbrush
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- Figure 39: Colgate 360 toothbrush ad
- Pfizer Inc. (now J&J)
- Listerine
- Listerine Whitening mouthwash
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- Figure 40: Listerine Whitening mouthwash ad
- Listerine Cool Mint mouthwash
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- Figure 41: Listerine Cool Mint ad
- Listerine Agent Cool Blue
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- Figure 42: Listerine Agent Cool Blue mouthwash ad
- GlaxoSmithKline
- Aquafresh Extreme Clean toothpaste
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- Figure 43: Aquafresh Extreme Clean ad
- Sensodyne toothpaste
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- Figure 44: Sensodyne toothpaste ad
- Super Poligrip Strips
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- Figure 45: Poligrip Strips ad
- Polident Fresh Cleanse
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- Figure 46: Polident Fresh Cleanse ad
- Church & Dwight
- Arm & Hammer Advance White toothpaste
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- Figure 47: Arm & Hammer Advance White toothpaste ad
- Crest SpinBrush electric toothbrush
- Johnson & Johnson
- Reach Act Restoring Mouthwash
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- Figure 49: Reach Act Restoring Mouthwash ad
- Reach Clean & Whiten toothbrush
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- Figure 50: Reach Clean & Whiten ad
Retail Distribution
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- Introduction
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- Figure 51: U.S. retail sales of oral care, by channel, 2004 and 2006
- Supermarkets
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- Figure 52: U.S. supermarket sales of oral care, at current and constant prices, 2001-06
- Drug stores
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- Figure 53: U.S. drug store sales of oral care, at current and constant prices, 2001-06
- Mass merchandisers and other
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- Figure 54: U.S. mass merchandiser and other sales of oral care, at current and constant prices, 2000-05
Future and Forecast
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- Future trends
- Dental hygienist/dentist services at mass and drug stores
- Naturals and mass naturals
- Premium and clinical products
- Though available, sealants still not widely used
- Niche products aim to develop limited new markets
- Continued declines in whitening kits and denture products
- Substitutes for professional dental care?
- Market forecast
- Oral care market
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- Figure 55: Forecast of total U.S. retail sales of oral care, at current and constant prices, 2006-11
- Figure 56: Forecast of oral care, at current and constant prices, 2006-11
Appendix: Trade Associations
Appendix: New Product Briefs
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- Zooth My Little Pony Battery Powered Toothbrush
- Procter & Gamble Crest Night Effects
- Alva-Amco Pharmacal Thera Dent Medicated Oral Rinse
- Dental Oral Care Dentek Fun Flossers Dental Floss for Kids
- CVS Pharmacy Gentle Mouth Wash Dry Mouth Relief
- Procter & Gamble Crest Whitening Rinse with Bonus Vivid White Night Toothpaste
- Sunstar Butler Crayola Fluoride Toothpaste
- Gerber Toddler Tooth & Gum Cleanser
- Medtech Products Inc Ezo Salt Water Mouthwash
- Majestic Drug D.O.C, (Dentist On Call) 5-Minute Tooth Whitening System
- Personal Products Reach Clean Paste
- Oral-B Laboratories Stages Graffiti Designed Toothbrushes
- Rite-Aid Oral Hygiene SmartGrip Soft Toothbrushes
- Personal Products Reach Clean & Whiten Toothbrush
- Sunstar G-U-M Protect Tooth Desensitizer
- Dr. Du-more’s Cinnamon Flavored Toothpicks
- Procter & Gamble Fixodent Control Plus Scope Flavor Denture Adhesive Cream
- Harmony Brands 3-in-1 Liquid Gel
- Gerber Infant Tooth & Gum Cleanser
- Sunstar Butler G-U-M Crayola Children’s Toothbrush
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