Now 25% off the original sale price of $3,250.
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.

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