Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance: three years of no growth
- Oral care consumers have trimmed back on category expenditures
- Segments with distinctive, unique benefits hold steady in recession
- Private label becoming a more significant factor
- New product activity dips in 2009
- A variety of channels compete, FDM remains dominant
- P&G continues to lead across segments
- Colgate and GSK make small gains with individual new products
- Burt’s Bees may reinvigorate natural oral care
- Consumer research findings
Insights and Opportunities
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- Making natural work
- Toothbrush ready for reinvention?
- In a world of multi-benefit products, could single benefits stand out?
Inspire Insights
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- Trend: Purity
- What it’s about
- What we’ve seen
- What it means for oral care
Market Size and Forecast
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- Key points
- Three years of no growth
- Wins and losses
- Sales and forecast of market
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- Figure 1: U.S. FDMx sales and forecast of oral care products, at current prices, 2005-15
- Figure 2: U.S. FDMx sales and forecast of oral care products, at inflation-adjusted prices, 2005-15
- Walmart sales
Competitive Context
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- Inter-category competition
- Private label becoming a more significant factor
- Gums and mints
Segment Performance
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- Key points
- Segments with distinctive, unique benefits hold steady in recession
- Sales of oral care products, by segment
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- Figure 3: Sales of oral care products, segmented by type, 2009 and 2010
Segment Performance—Toothpaste
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- Key points
- Toothpaste sales hold steady
- Toothpaste sales and forecast
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- Figure 4: FDMx sales and forecast of toothpaste, at current prices, 2005-15
Segment Performance—Mouthwash/Rinse
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- Key points
- Multi-benefit products fail to ignite segment growth
- Mouthwash sales and forecast
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- Figure 5: FDMx sales and forecast of mouthwash/rinse, at current prices, 2005-15
Segment Performance—Toothbrushes
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- Key points
- Segment sales slip as some consumers cut back on brush replacement
- Toothbrushes sales and forecast
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- Figure 6: FDMx sales and forecast of toothbrushes, at current prices, 2005-15
Segment Performance—Floss/Accessories/Tools
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- Key points
- Steady gains in tools and accessories drive segment
- Floss/accessories/tools sales and forecast
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- Figure 7: FDMx sales and forecast of floss/accessories/tools, at current prices, 2005-15
Segment Performance—Bleaching/Whitening Products
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- Key points
- Sales ebb and flow on new product activity
- Bleaching/whitening products sales and forecast
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- Figure 8: FDMx sales and forecast of bleaching/whitening products, at current prices, 2005-15
Retail Channels
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- Key points
- A variety of channels compete, FDM remains dominant
- Oral care sales at FDMx, by channel
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- Figure 9: FDMx sales of oral care products, by retail channel, 2009 and 2010
Retail Channels—Food Stores
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- Key points
- Food stores losing share
- Natural and organic could represent opportunity
- Oral care products sales in food stores
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- Figure 10: U.S. food store sales of oral care products, at current prices, 2005-10
Retail Channels—Other FDMx
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- Key points
- Drug and mass channels compete aggressively
- Oral care products sales in other FDMx channels
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- Figure 11: U.S. other FDMx store sales of oral care products, at current prices, 2005-10
Market Drivers
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- Key points
- Money-saving mentality blunts category growth
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- Figure 12: Oral care cost-cutting measures, 2009 and 2010
- Continued growth of Hispanic population a positive driver for oral care
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- Figure 13: U.S. Hispanic population, by age, 2005-15
- Number of households with kids declines
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- Figure 14: Households, by presence of children, 1999-2009
- New product activity trails off
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- Figure 15: Number of U.S. oral care new product launches, by segment, 2005-10
Leading Companies
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- Key points
- P&G continues to lead across segments
- Colgate and GSK make small gains with individual new products
- Private label continues to creep up
- Manufacturer sales of oral care products
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- Figure 16: Select manufacturer FDMx sales of oral care products in the U.S., 2009 and 2010
Brand Share—Toothpaste
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- Key points
- Number three GSK scores with iso-active formulas
- Colgate continues to expand its portfolio
- P&G aligns pastes with other oral care segments
- Manufacturer and brand sales of toothpaste
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- Figure 17: Select FDMx brand sales and market share of toothpaste in the U.S., 2009 and 2010
Brand Share—Mouthwash/Rinse
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- Key points
- Multi-benefits drive share
- P&G’s Scope Outlast promises longer lasting fresh breath
- Manufacturer and brand sales of mouthwash/rinse
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- Figure 18: Select FDMx brand sales and market share of mouthwash/rinse in the U.S., 2009 and 2010
Brand Share—Toothbrushes
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- Key points
- Wisp helps Colgate gain ground with fresh design and new benefits
- Manufacturer and brand sales of toothbrushes
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- Figure 19: Select FDMx brand sales and market share of toothbrushes in the U.S., 2009 and 2010
Brand Share—Floss/Accessories/Tools
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- Key points
- P&G’s scale achieved through acquisition, synergistic marketing
- Private label accessories and tools continue to grow
- Manufacturer and brand sales of floss/accessories/tools
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- Figure 20: Select FDMx brand sales and market share of floss/accessories/tools in the U.S., 2009 and 2010
Brand Share—Bleaching/Whitening Products
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- Key points
- Premium products gain share, boost segment
- P&G restages whitening under 3D White identity
- Manufacturer and brand sales of bleaching/whitening products
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- Figure 21: Select FDMx brand sales and market share of bleaching/whitening products in the U.S., 2009 and 2010
Innovation and Innovators
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- New product activity dips in 2009
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- Figure 22: Number of U.S. oral care new product launches, by segment, 2005-10
- Breath freshening tops claim list, followed closely by whitening
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- Figure 23: Share of U.S. oral care new product claims, by type, 2005-10
- Natural toothpaste
- Iso-active toothpastes from GSK
- Colgate goes pro
- Scope Outlast
- Other innovations
- Toothpaste
- Mouthwash
- Toothbrushes
- Dental ancillaries
Brands and Marketing Strategies
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- Crest brand expansion
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- Figure 24: Crest Pro-Health Sensitive Shield television ad, 2009
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- Figure 25: Crest Plus Scope television ad, 2009
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- Figure 26: Crest 3-D White television ad, 2009
- Sensodyne wins with sensitivity
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- Figure 27: Sensodyne Iso-Active television ad, 2010
- Listerine expands, slips
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- Figure 28: Listerine television ad, 2010
Usage Snapshot
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- Key points
- Oral care products widely used overall, whitening gaining ground
- Women more likely to use whitening products and floss
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- Figure 29: Types of oral care products used, by gender, April 2010
- Young adults a prime target for whitening products
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- Figure 30: Types of oral care products used, by age, April 2010
- Respondents in bigger households use more products
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- Figure 31: Types of oral care products used, by number of people in household, April 2010
- Women more likely to be primary purchasers
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- Figure 32: Responsibility in household for purchasing oral care products, by gender, April 2010
Toothpaste Forms, Types, Brands, and Purchase Dynamics
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- Key points
- Paste remains most popular form
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- Figure 33: Forms of toothpaste used, November 2008-December 2009
- Whitening toothpaste most popular among women and young adults
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- Figure 34: Types of toothpaste used, by gender, November 2008-December 2009
- Figure 35: Types of toothpaste used, by age, November 2008-December 2009
- Colgate holds off Crest, especially among younger adults
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- Figure 36: Brands of toothpaste used, by age, November 2008-December 2009
- Toothpaste users, especially older ones, moderately brand loyal
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- Figure 37: Toothpaste brand decisions, by age, April 2010
- Cavity prevention tops long list of expected benefits
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- Figure 38: Factors influencing toothpaste purchase, by gender, April 2010
- Younger toothpaste shoppers look for more benefits
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- Figure 39: Factors influencing toothpaste purchase, by age, April 2010
- Differentiation hard to come by in crowded toothpaste aisle
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- Figure 40: Attitudes concerning toothpaste, by gender, April 2010
Mouthwash Brands, and Purchase Dynamics
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- Key points
- Listerine varieties lead mouthwash brands
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- Figure 41: Brands of mouthwash used, by age, November 2008-December 2009
- Mouthwash users moderately brand loyal
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- Figure 42: Mouthwash brand decisions, by gender, April 2010
- Women more likely to seek out specialized mouthwashes
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- Figure 43: Mouthwash product trial and interest, by gender, April 2010
- Younger adults prefer condition-specific mouthwashes, like new products
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- Figure 44: Mouthwash product trial and interest, by age, April 2010
- Killing germs and fighting bad breath top long list of mouthwash benefits
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- Figure 45: Factors influencing mouthwash purchase, by gender, April 2010
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- Figure 46: Factors influencing mouthwash purchase, by age, April 2010
Dental Floss Brands and Loyalty
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- Key points
- Three brands lead, private label floss also makes strong showing
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- Figure 47: Brands of dental floss used, by age, November 2008-December 2009
- Relatively weak brand loyalty in dental floss segment
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- Figure 48: Dental floss brand decisions, by age, April 2010
- The majority of users prefers all-purpose floss
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- Figure 49: Dental floss product trial and interest, by age, April 2010
Flavor
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- Key points
- Mint flavors signal fresh breath, enduring favorites in oral care
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- Figure 50: Oral care flavor interest, April 2010
Toothbrush Brands and Usage
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- Key points
- Colgate and Oral-B top the list of manual toothbrushes
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- Figure 51: Brands of manual toothbrushes used, by age, November 2008-December 2009
- Four major brands share most power toothbrush usage
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- Figure 52: Brands of power toothbrushes used, by household income, November 2008-December 2009
- Building a better toothbrush
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- Figure 53: Brands of power toothbrushes used, by age, November 2008-December 2009
Whitening
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- Key points
- Whitening theme cuts across most segments of oral care category
- Dentists push regulations to hold on to whitening services
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- Figure 54: Types of whitening products used, by gender, April 2010
- Young adults drive whitening market
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- Figure 55: Types of whitening products used, by age, April 2010
- Whitening products skew to higher incomes
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- Figure 56: Types of whitening products used, by household income, April 2010
- Crest dominates whitening
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- Figure 57: Brands of tooth whiteners used, by gender, November 2008-December 2009
- Many find choice of whitening products overwhelming
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- Figure 58: Reaction to the variety of whitening products available, by gender, April 2010
Attitudes towards Oral Care
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- Key points
- Economizing mood remains a presence in the category
- Younger adults more likely to have made changes to save money
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- Figure 59: Prevalence of economizing behaviors in oral care, by age, April 2010
- The majority see little difference in quality between major brands
- Considerable interest in natural and organic oral care products
- Younger respondents more open to most types of marketing
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- Figure 60: Attitudes concerning various oral care products and promotions, by age, April 2010
- Only moderate interest in narrowly targeted products
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- Figure 61: Interest in various targeted oral care products, by age, April 2010
Race and Hispanic Origin
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- Hispanics are particularly strong oral care consumers
- Mouthwash highly developed among black consumers
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- Figure 62: Types of oral care products used, by race/Hispanic origin, April 2010
- Hispanics strongly prefer Colgate toothpaste
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- Figure 63: Brands of toothpaste used, by race/Hispanic origin, November 2008-December 2009
- Hispanics more likely to use whitening services
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- Figure 64: Types of whitening products used, by race/Hispanic origin, April 2010
- Hispanics more likely to make money-saving changes
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- Figure 65: Prevalence of economizing behaviors in oral care, by race/Hispanic origin, April 2010
Cluster Analysis
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- Traditionalists
- Characteristics
- Opportunity
- Bargainers
- Characteristics
- Opportunity
- Improvers
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 66: Oral care clusters, April 2010
- Figure 67: Types of oral care products used, by oral care clusters, April 2010
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- Figure 68: Prevalence of economizing behaviors in oral care, by oral care clusters, April 2010
- Figure 69: Attitudes concerning various oral care products and promotions, by oral care clusters, April 2010
- Cluster demographics
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- Figure 70: Oral care clusters, by gender, April 2010
- Figure 71: Oral care clusters, by age, April 2010
- Figure 72: Oral care clusters, by household income, April 2010
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- Figure 73: Oral care clusters, by race/Hispanic origin, April 2010
- Cluster methodology
Custom Consumer Groups
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- Young men show interest in whitening
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- Figure 74: Types of oral care products used, by gender and age, April 2010
- Young men show distinct oral care preferences
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- Figure 75: Attitudes concerning various oral care products and promotions, by gender and age, April 2010
- Both men and women with kids use more oral care products
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- Figure 76: Types of oral care products used, by gender and presence of children, April 2010
- Both moms and dads involved in oral care
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- Figure 77: Attitudes concerning various oral care products and promotions, by gender and presence of children, April 2010
IRI/Builders—Key Household Purchase Measures
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- Overview
- Toothpaste
- Consumer insights on key purchase measures
- Brand map
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- Figure 78: Brand map, selected brands of toothpaste, buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of toothpaste, by household penetration, 2009
- Mouthwash
- Consumer insights on key purchase measures
- Brand map
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- Figure 80: Brand map, selected brands of mouthwash, buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for the top brands of mouthwash, by household penetration, 2009
- Toothbrush/dental accessories
- Consumer insights on key purchase measures—manual toothbrushes
- Brand map—manual toothbrushes
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- Figure 82: Brand map, selected brands of manual toothbrushes, buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 83: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 2009
- Consumer insights on key purchase measures—dental floss
- Brand map
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- Figure 84: Brand map, selected brands of dental floss, buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of dental floss, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Types of oral care products used
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- Figure 86: Types of oral care products used, by household income, April 2010
- Toothpaste
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- Figure 87: Types of toothpaste used, by household income, November 2008-December 2009
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- Figure 88: Brands of toothpaste used, by household income, November 2008-December 2009
- Mouthwash
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- Figure 89: Brands of mouthwash used, by gender, November 2008-December 2009
- Dental floss
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- Figure 90: Brands of dental floss used, by gender, November 2008-December 2009
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- Figure 91: Brands of dental floss used, by household income, November 2008-December 2009
- Tooth whiteners
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- Figure 92: Brands of tooth whiteners used, by age, November 2008-December 2009
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- Figure 93: Brands of tooth whiteners used, by household income, November 2008-December 2009
- Economizing behaviors
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- Figure 94: Prevalence of economizing behaviors in oral care, by gender, April 2010
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- Figure 95: Prevalence of economizing behaviors in oral care, by household income, April 2010
- Attitudes towards oral care
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- Figure 96: Attitudes towards oral care products, by gender, April 2010
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- Figure 97: Attitudes towards oral care products, by household income, April 2010
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- Figure 98: Interest in various targeted oral care products, by gender, April 2010
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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