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Oral Care - The Market - US - April 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
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
Market size
Figure 1: Total U.S. retail sales of oral care, at current and constant prices, 2001-06
Market trends
Claims
Figure 2: New product claims, by number of products released, 2001-06
Flavor
Figure 3: New product flavors, by number of products released, 2003-06
Premium and super premium products
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
Introduction
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
Figure 8: Sales of toothpaste, at current and constant prices, 2001-06
Mouthwash/dental rinse
Figure 9: Sales of mouthwash/dental rinse, at current and constant prices, 2001-06
Manual toothbrushes
Figure 10: Sales of manual toothbrushes, at current and constant prices, 2001-06
Dental accessories
Figure 11: Sales of dental accessories**, at current and constant prices, 2001-06
Whitening kits
Figure 12: Sales of whitening kits, at current and constant prices, 2001-06
Denture products
Figure 13: FDM sales of denture products, segmented by type, 2004 and 2006
Figure 14: Sales of denture products, at current and constant prices, 2001-06
Powered toothbrushes and replacement brush heads
Figure 15: Sales of powered toothbrushes and replacement brush heads, at current and constant prices,
Oral pain relief
Figure 16: Sales of oral pain relief, at current and constant prices, 2001-06
Dental floss, flossing tools, and Waterpiks
Figure 17: Sales of dental floss, flossing tools, and Waterpiks, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 COMPANY AND BRAND SALES
Introduction
Figure 18: FDM manufacturer sales of oral care in the U.S., 2004 and 2006
Toothpaste
Figure 19: FDM manufacturer brand sales of toothpaste in the U.S., 2004 and 2006
Mouthwash/dental rinse
Figure 20: FDM manufacturer brand sales of mouthwash/dental rinse in the U.S., 2004 and 2006
Manual toothbrushes
Figure 21: FDM manufacturer brand sales of manual toothbrushes in the U.S., 2004 and 2006
Dental accessories
Figure 22: FDM manufacturer brand sales of dental accessories* in the U.S., 2004 and 2006
Whitening kits
Figure 23: FDM manufacturer brand sales of whitening kits in the U.S., 2004 and 2006
Denture products
Figure 24: FDM manufacturer brand sales of denture products in the U.S., 2004 and 2006
Powered toothbrushes and replacement brush heads
Figure 25: FDM manufacturer brand sales of powered toothbrushes and replacement brush heads in the U.S., 2004 and 2006
Oral pain relief
Figure 26: FDM manufacturer brand sales of oral pain relief in the U.S., 2004 and 2006
Dental floss, flossing tools, and Waterpiks
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
Ad spend in personal products
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
Figure 30: U.S. toothpaste brand spending compared to sales, 2005
Procter & Gamble
Crest Pro-Health
Crest Whitestrips
Crest Whitening Expressions toothpaste
Figure 31: Crest Whitening Expressions toothpaste ad
Crest Whitening Rinse
Figure 32: Crest Whitening Rinse ad
Oral-B Triumph electric toothbrush
Figure 33: Oral-B Triumph ad
Oral-B Vitality electric toothbrushes
Figure 34: Oral-B Vitality ad
Fixodent
Figure 35: Fixodent ad
Oral-B Rembrandt Whitening
Figure 36: Rembrandt whitening strips ad
Colgate-Palmolive Company
Colgate Total
Figure 37: Colgate total ad
Colgate Max Fresh toothpaste
Figure 38: Colgate Max Fresh ad
Colgate 360 toothbrush
Figure 39: Colgate 360 toothbrush ad
Pfizer Inc. (now J&J)
Listerine
Listerine Whitening mouthwash
Figure 40: Listerine Whitening mouthwash ad
Listerine Cool Mint mouthwash
Figure 41: Listerine Cool Mint ad
Listerine Agent Cool Blue
Figure 42: Listerine Agent Cool Blue mouthwash ad
GlaxoSmithKline
Aquafresh Extreme Clean toothpaste
Figure 43: Aquafresh Extreme Clean ad
Sensodyne toothpaste
Figure 44: Sensodyne toothpaste ad
Super Poligrip Strips
Figure 45: Poligrip Strips ad
Polident Fresh Cleanse
Figure 46: Polident Fresh Cleanse ad
Church & Dwight
Arm & Hammer Advance White toothpaste
Figure 47: Arm & Hammer Advance White toothpaste ad
Crest SpinBrush electric toothbrush
Johnson & Johnson
Reach Act Restoring Mouthwash
Figure 49: Reach Act Restoring Mouthwash ad
Reach Clean & Whiten toothbrush
Figure 50: Reach Clean & Whiten ad
RETAIL DISTRIBUTION
Introduction
Figure 51: U.S. retail sales of oral care, by channel, 2004 and 2006
Supermarkets
Figure 52: U.S. supermarket sales of oral care, at current and constant prices, 2001-06
Drug stores
Figure 53: U.S. drug store sales of oral care, at current and constant prices, 2001-06
Mass merchandisers and other
Figure 54: U.S. mass merchandiser and other sales of oral care, at current and constant prices, 2000-05
FUTURE AND FORECAST
 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
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
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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