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Product innovation has revitalized the oral care market in recent years. For example, the success of whitening toothpastes has brought renewed growth to oral care's largest category and stimulated innovation in other categories and segments. Consumers, for their part—and particularly health-conscious aging Baby Boomers and concerned parents—have proved receptive to innovation and willing to spend more on oral care; the electric dental appliance category, the priciest in the market, enjoyed 16% compound annual growth in the 1995-1999 period. In addition, marketers have decided the time is now ripe for dental gum, an established segment in Europe, to win acceptance here.

This 2-volume Packaged Facts report, after first examining the overall market, treats individually each of oral care's five categories—toothpaste, mouthwash and rinse, toothbrushes and dental floss, breath fresheners and dental gum, and electric dental appliances. For each category, the report traces sales since 1996 and offers projections through 2005. It lists and discusses new product introductions and details the wide-ranging marketing efforts to support them, giving particular attention to marketers' Internet efforts. The report also breaks out sales by retail channel and describes the strategies and merchandising approaches of the three leading venues—supermarkets, mass merchandisers, and chain drugstores—including their responses to e-tailer competition. It also analyzes consumer trends (using Simmons Market Research Bureau data) and profiles leading marketers in each category, including Procter & Gamble, Colgate-Palmolive, Warner-Lambert, Unilever, Gillette, Johnson and Johnson, SmithKline Beecham, Church & Dwight, and Den-Mat.

Additional Information

Scope and Methodology

Market Parameters

This Packaged Facts study examines the U.S. over–the–counter (OTC) market for oral care products, as retailed through a variety of outlets. Covered are the tooth–paste, oral care gum/breath freshener, mouthwash/dental rinse, toothbrush/dental floss, and electric dental appliance categories. Denture products, oral pain relief products, and non–electric dental tools other than floss are excluded.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on–site examination of the retail milieu. Secondary research entailed data–gathering from relevant trade, business, and government sources, including company literature and corporate annual reports. Packaged Facts has derived sales figures from sources such as Information Resources, Inc. (IRI), the National Confectioners Association (NCA), Candy Industry, Supermarket Business, Discount Merchandiser, Drug Store News, and the National Association of Convenience Stores (NACS). Figures pro–vided on national consumer advertising expenditures are based on data from Competitive Media Reporting (CMR), a Taylor Nelson Sofres company, and are copyright 2000. The analysis of consumer demographics primarily derives from Simmons Market Research Bureau data for fall 1999.

Issues Addressed:

• Current and Projected Market Growth
• Factors Affecting Market Growth
• New Product Development
• Cost and Competition Overviews
• Safety Concerns
• Licensing Issues
• Popularity of Multipurpose Products
• Advertising and Promotion Trends
• Retail Dynamics
• Internet Share of Market
• Consumer Profile

Companies Profiled:

• Block Drug
• Breath Asure
• Church & Dwight
• Colgate–Palmolive
• Conair
• Den–Mat
• Enamelon
• Gillette
• Johnson & Johnson
• Optiva
• Pfizer
• Playtex
• Procter & Gamble
• Q–Pharma
• Salton
• SmithKline Beecham
• Sunstar/John O. Butler
• Tom‘s of Maine
• Unilever/Chesebrough Pondgs
• U.S. DenTek
• Warner–Lambert
• Water Pik
• W.L. Gore & Associates
• Wm. Wrigley Jr.

Categories Covered:

• Toothpaste
• Mouthwash & Rinse
• Toothbrush & Dental Floss
• Breath Freshener & Dental Gum
• Electrical Appliances

Tables and Graphs:

• Share of Market by Brand, Marketer, Retail Outlet
• Use of Each Product Category by Region, Age, Brand
• New Electrical Product Introductions

Hours of Research: 750

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