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The U.S. Oral Care Market
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Jan 1, 2001
400 Pages - Pub ID: LA586
Attention: There is an updated edition available for this report.
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- Executive Summary
Scope and Methodology
- Market Parameters
- Report Methodology
The Overall Market
- Retail Sales Exceed $5.2 Billion in 2000
- Table 1-1: U.S. Oral Care Market Retail Sales by Product Category 1996-2005 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
- Retail Sales to Top $6.7 Billion by 2005
- Toothpaste Remains Largest Oral Care Category
- Figure 1-1: Share of U.S. Retail Sales of Oral Care Market by
- Product Category, 1999 vs. 2000 (percent): Toothpaste, Oral
- Care Gum/Breath Fresheners, Toothbrushes/Dental Floss,
- Mouthwash/Dental Rinse, Electric Dental Appliances
- Big Three Account for 45% of Sales
- Smaller Marketers Compete Successfully in Niches
- Marketers Leverage Successful Brands into Other Categories
- Influx of Superpremium Products Pushing Price Tags Upward
- Fall in Toothpaste Spending Reduces Oral Care Outlay to $523
- Million
- Warner-Lambert Heads Top Spenders
- Outpost Locations Build Impulse Sales
- Drugstore E-tailers Burst on Scene
- E-tailers and Retailers Working Together
The Toothpaste Category
- Scope of Category
- Nine Product Types
- Toothpaste Sales Approach $1.9 Billion in 2000
- Whitening Toothpastes Double Their Share
- Market to Top $2.2 Billion by 2005
- Procter & Gamble Narrows Colgate's Lead
- Niche and Multipurpose Products Complement Each Other
- Consumer Ad Spending Down One-Third in 1999
- Mass Merchandisers Grow to 36% of Category Sales
- Purchasing Trends in Natural Product Stores
- Vast Majority of U.S. Consumers Use Toothpaste
The Oral Care Gum and Breath Fresheners Category
- Scope of Category
- Year 2000 Retail Sales Top $1.3 Billion
- Oral Care Gum at $715 Million
- Mints Dominate Breath Freshener Segment
- Category to Approach $2 Billion in 2005
- Four Top Marketers Come from Candy/Gum Side
- M&A Activity at the Top
- Gum and Mints: the New Frontier in Oral Care
- Gum Generates 25% Increase in Advertising Expenditures, to $147 Million
- Food Stores at 30% of Sales
- 58% of Adults Use Gum
- 61% of Adults Use Hard Roll Candy/Breath Mints
The Toothbrush and Dental Floss Category
- Scope of Category
- Year 2000 Retail Sales Approach $950 Million
- Premium Toothbrushes Drive Segment
- Dental Floss Sales Up 10% in 2000
- Toothbrush/Dental Floss Sales to Surpass $1.2 Billion in 2005
- Gillette Captures 25% of Category
- Kids' Arena Shaped by Licenses, Gimmicks, Extensions
- Top Six Marketers Account for All National Consumer Toothbrush Advertising
- Vast Majority of U.S. Consumers Use Toothbrushes
- Floss Use Less Common; Users Have Upscale Profile
The Mouthwash/Dental Rinse Category
- Scope of Category
- Sales Continue Recovery in 2000, Reach $739 Million
- Good News/Bad News
- Sales to Reach $849 Million in 2005
- Warner-Lambert Extends Big Lead
- Strong Competition from Store Brands
- Increasing Synergy Between Mouthwash and Toothpaste
- Natural Mouthwashes Find Favor
- Competition Between Listerin and Scope Generates Almost All of $85 Million Ad Spending
- Mass Merchandisers Claim Share from Supermarkets and Drugstores
- Nearly Three-Fifths of U.S. Adults Use Mouthwash
The Electric Dental Appliances Category
- Scope of Category
- 2000 Retail Sales Grow to $350 Million
- Electric Toothbrushes Dominate Category Sales
- Sales to Top $500 Million by 2005
- Gillette's Braun Division and Optiva Lead Field
- Marketers Continue to Enlist Dentists' Support
- Powering Up Continues to Go Down in Price
- Ad Spending Parallels Market Growth
- Mass Merchandisers and Drugstores Lead All Outlets
- Retail Margins Cluster in 30%-40% Range
- A Decidedly Upscale User Profile
- The Overall Market
Product Overview
- Scope of Report
- Oral Care Before 1900
- Preventive Dentistry
- Dental Hygienists
- The ADA and Its Seal of Approval
- The Road to Tooth Decay and Gum Disease
- How Oral Care Products Prevent Dental Problems
- Halitosis or Bad Breath
- Fighting Bad Breath
- Home Regimen Complements Professional Checkups
Product Categories
- Five Main Product Categories
- Toothpaste
- Oral Care Gum and Breath Fresheners
- Toothbrushes and Dental Floss
- Mouthwash/Dental Rinse
- Electric Dental Appliances
- FDA Regulates Ingredients and Marketing Claims
- Safety Questions
- The ADA Seal of Approval
- ADA Censure
- Figure 2-1: U.S. Retail Sales of Oral Care Products, 1996-2005 (dollars)
Market Size and Growth
- Retail Sales Exceed $5.2 Billion in 2000
- Table 2-1: U.S. Retail Sales of Oral Care Market by Product Category, 1996-2000 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
- Toothpaste Leads Oral Care Sales
- Oral Care Gum/Breath Fresheners: Second in Size and Growth Rate
- Toothbrush/Dental Floss Category: Market Mainstays Flourish
- Mouthwash/Dental Rinse Sales Recover
- Electric Dental Appliances Fast Growing
Market Composition
- Toothpaste Remains Largest Oral Care Category
- Figure 2-2: Share of U.S. Retail Sales of Oral Care Market by Product Category, 1999 vs. 2000 (percent): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
- Mass Merchandisers Challenge Food Stores for Supremacy
- Figure 2-3: Share of U.S. Oral Care Market by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Regional Differences
- Little Seasonal Variation—Except for Electric Dental Appliances
Factors to Market Growth
- Population Increase Ensures Growth
- Some Categories Mature, Others Underdeveloped
- Aging Baby Boomers Focus on Oral Care
- Oral Health Important to Overall Health
- Fountain of Youth in Kids' Products
- Trends in Consumer Eating Behavior
- Aggressive Marketing
- Product Innovation Drives Growth
- Professional Recommendations Spur Sales
- The Role of Research
Projected Market Growth
- Retail Sales to Top $6.7 Billion by 2005
- Table 2-2: Projected U.S. Retail Sales of Oral Care Market by Product Category, 2000-2005 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
- Toothpaste Sales to Reach $2.2 Billion
- Oral Care Gum/Breath Fresheners to Drive Market
- Floss to Propel Toothbrush/Dental Floss Category
- Slow Growth for Mouthwash/Dental Rinse Category
- Electric Dental Appliances Will Help Power Market Growth
The Marketers
- Hundreds of Marketers
- Most Major Marketers Are Consumer Products or Pharmaceutical Giants
- Enter Hershey?
- Significant Minor Marketers
- Electric Dental Appliance Marketers
- Most Major Marketers are Multicategory
- Table 2-3: Leading Oral Care Marketers and Their Brands by Product Category and Segment (33 Marketers): Toothpaste, Oral Care Gum, Breath Fresheners, Toothbrushes, Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
Marketer Shares
- Note on Share Data
- Big Three Account for 45% of Sales
- Gillette Rises, Unilever Falls
- SmithKline, LifeSavers, and J&J Are Each at About 5%
- Most of the Bottom Half Gained or Held Share
- Table 2-4: Top U.S. Oral Care Product Marketers and Brands by Mass-Market Share, 1998 vs. 1999 (percent): 15 Marketers, Private Label, All Other
The Competitive Situation
- Major Companies Have the Edge
- Smaller Marketers Compete Successfully in Niches
- Fierce Competition Among Leading Marketers
- Marketers Fight Behind the Scenes
- Some Intercategory Competition
- Strong Private-Label Penetration for Some Categories and Segments
Marketing and New Product Trends
- Marketers Leverage Successful Brands into Other Categories
- Influx of Superpremium Products Pushing Price Tags Upward
- More Attention to Ethnic Consumers
- Riding the Information Superhighway
- New Product Trends
Advertising and Promotion Trends
- Fall in Toothpaste Spending Reduces Oral Care Outlay to $523 Million
- Warner-Lambert Heads Top Three Spenders
- SmithKline Beecham Heads Second Tier
- Third Tier Serves Fast-Growing Categories
- Seven Other Million-Dollar Advertisers
- Television Is Medium of Choice
- Coupons
- Rebates
- Joint Promotions
- Money-Back Guarantees
- "Twofers" and Multipack Price Promotions
- Sweepstakes and Contests
- Charitable Contributions
- Trade Advertising and Promotions
- Dental Professional Sampling and Incentives
- Examples of Advertising
Retail Dynamics
- Distribution Path Typical of Food and Drug
- Direct Store Delivery vs. Warehouse Delivery
- Warehouse Delivery
- Direct Store Delivery
- Supermarkets and Grocery Stores Fight for Share
- Mass Merchandisers and Discounters Offer Price, Breadth
- Drugstores Capture the High-End Business
- Other Retail Outlets
- Margins Can Be High—Or Low
- Retailers Turn to Private Label to Build Margins
- Outpost Locations Build Impulse Sales
- Some Retailers Employ Unusual Cross-Merchandising
Online Retailing
- Marketers, Retailers Also Work to Boost Online Sales
- E-tailers and Retailers Working Together
- Drugstore.com: The Promise and Perils of E-tailing
- Partners with Rite Aid
- Site Offers Brand Boutiques
- Can Drugstore.com Become Profitable
The Consumer
- Notes on Simmons Market Research Bureau
- 93% of Adults Use Toothpastes
- 58% of Adults Use Gum
- 61% of Adults Use Hard Roll Candy/Breath Mints
- 89% of Adults Use Toothbrushes
- 58% of U.S. Adults Use Floss
- 58% of Adults Use Mouthwash
- Household Penetration for Electric Dental Appliances Remains Low
- The Toothpaste Category
The Products
- Scope of Category
- Product and Package Forms.
- Nine Product Types
- Whitening/Antistain
- Regular (Fluoride)
- Antitartar/Antiplaque
- Baking Soda
- Desensitizing
- Antigingivitis
- Remineralizing
- Natural
- Children's Toothpastes
- Basic Toothpaste Ingredients
- Product Claims
- Table 3-1: Common Toothpaste Ingredients (9 Classes and Related Ingredients)
- Figure 3-1: U.S. Retail Sales of Toothpaste, 1996-2005 (dollars)
Market Size and Composition
- Toothpaste Sales Approach $1.9 Billion in 2000
- Sales Increases Due to Product Innovation
- Table 3-2: U.S. Retail Sales of Toothpaste, 1996-2000 (dollars)
- Pastes and Gels Dominate Toothpaste Sales
- Whitening Toothpastes Double Their Share
- Sales by Retail Outlet
- Figure 3-2: Share of U.S. Retail Sales of Toothpaste by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Regional Toothpaste Sales Follow Population Share
- Table 3-3: Use of Toothpaste by Region, 1999 (percent and index): Northeast, Midwest, South, West
Factors to Market Growth
- Use Ubiquitous
- Boomer Concern with Health and Appearance Drives Market
- Product Innovation vs. Price Competition
- Long-Term Safety of Hydrogen Peroxide Questioned
Projected Market Growth
- Market to Top $2.2 Billion by 2005
- Table 3-4: Projected U.S. Retail Sales of Toothpaste, 2000-2005 (dollars)
The Marketers
- Marketer Overview: At Least 100 Marketers
- Packaged Goods Companies, Pharmaceutical Houses, and Specialists
- Marketers Have Multiple Brands or Extensions
- Table 3-5: Selected U.S. Toothpaste Marketers and Their Brands (24 Marketers and Their Major Brands)
The Competitive Situation
- Note on Share Data
- Procter & Gamble Narrows Colgate's Lead; Unilever's Slide Continues
- Unilever's Slide Continues, SmithKline Beecham Recovers Some Ground
- Gains for Church & Dwight and Block Drug
- CCA, Enamelon, and Natural White Advance
- Some Intersegment Competition Among Product Types
- Cost of Competing Favors Global Leaders
- Specialists Shine in Niches
- Infomercials Produce Direct and Retail Sales
- Some Products Dispensed Directly by Dentists
- Table 3-6: Share of U.S. Toothpaste Market by Marketer and Brand: 1998 vs. 1999 (percent): 17 Marketers and Their Major Brands
Competitive Profiles
- Colgate-Palmolive Co., Inc: The Worldwide Leader in Oral Care
- Success of Colgate Total Puts Marketer in Top Spot in Toothpaste
- Maintains High Rate of Intros and Advertising
- Targets Desensitizing Segment
- Introduces Colgate 2in1 Toothpaste and Mouthwash
- Colgate Positions Ultra Brite on Value
- Focusing on Internet to Grow Sales
- Procter & Gamble Co.: Crest Has Enormous Brand Equity, But ...
- Crest's Gum Care Misstep
- Reverses Sales and Share Downslide in 1999
- Ushers in New Millennium with Launches and Ad Blitz
- Whitening with Whitestrips
- Introduces State-of-the-Art Website for Kids
- Crest Healthy Smiles 2010
- Unilever Group/Chesebrough Pond's USA: Company Takes Two-Tier Approach
- Mentadent Quickly Became Third-Largest Brand
- Both Mentadent and Unilever's Value Brands Suffer Declines
- SmithKline Beecham Plc: Mainstream Aquafresh Brand Outpaces Growth of Category
- Aquafresh as Affordable Brand
- Church & Dwight Co., Inc.: Seeks to Branch Out from Premium Baking Soda Niche
- Establishing the Baking Soda Niche
- P.M. for Nighttime Mouth
- Block Drug Co., Inc.: Desensitizing Toothpaste Specialist Enjoys Accelerated Growth
- The Sensodyne Story
- Den-Mat Corp.: Whitening Toothpaste Pioneer Eyes Renewed Growth
- Extending Rembrandt's Success
- Warner-Lambert Consumer Group: Listerine Toothpaste Entry Languishes
- Gillette Co.: Other Categories Take Precedence over Toothpaste
- Enamelon, Inc.: Marketing Blitz Brings Sales … and Financial Trouble
- Tom's of Maine, Inc.: Writing the Book on "Natural" Toothpaste
- Q-Pharma, Inc.: Banking on Coenzyme Q10
Marketing and New Product Trends
- Niche and Multipurpose Products Complement Each Other
- Whiteners Continue to Proliferate
- Desensitizing Toothpastes Come to the Fore
- Fighting Gum Disease with Antioxidant Toothpastes
- Toothpaste as Breath Remedy
- Multipurpose Toothpastes
- Natural Niche Continues to Grow
- Licensed Properties Help Marketers Cultivate Kids' Market
- Table 3-7: U.S. Market for Toothpaste: Selected New Product Introductions, 1999-September 2000 (14 Marketers and Their Major Brands)
Advertising and Promotion Trends
- Consumer Ad Spending Down One-Third in 1999
- Colgate Outstrips P&G in Spending
- Only Four Marketers Increased Spending in 1999
- Unilever/Chesebrough-Pond's Cuts Spending by More Than Half
- Enamelon Forced to Cut Back
- Several Marketers Retreat from the Front
- Preventive Care Positioning
- The Role of Professional Recommendation
- Promise of Fresher Breath
- Whiter Teeth Theme
- The Safety Note
- Crest Kids
- Many Ads Use Direct Competitive Positioning
- Promotions Common
- Coupons
- Free or Half-Price Products
- Cross Promotions
- Trial Sizes
- Joint Promotions/Sweepstakes
- Promotions Through Professionals
- Public Relations Promotions
- Trade Advertising
- Examples of Advertising
Retail Dynamics
- Retail Trends: Mass Merchandisers Grow to 36% of Sales
- Mass-Market Retail Margins at 32%
- Influx of New Products Warrants Increased Shelf Space
- Purchasing Trends in Natural Product Stores
- E-tailers Pose No Immediate Threat to Traditional Mass Retailers
- How Much Will E-tailers Change the Competitive Situation?
The Consumer
- The Simmons Survey System
- Vast Majority of U.S. Consumers Use Toothpaste
- Most Are Heavy or Medium Users
- Medium Users Have Upscale Profile
- Heavy Users and Light Users Have Contrasting Profiles
- Paste the Most Widely Used Form
- Paste/Gel Users and Gel Users Have Young, Upscale Profiles
- Tooth Powder Users Have Downscale Profile
- Crest and Colgate the Most Popular Brands
- Crest and Colgate Have Least Distinct Consumer Profiles
- Close-Up and Aim Share Downscale Profiles
- Crest and Colgate Varieties Also Rank as Most Popular
- Three Pioneers and One Flagship Brand: Mentadent, Sensodyne, Rembrandt, and Tom's of Maine
- Tom's of Maine Consumer Has the Most Schooling
- Table 3-8: Demographic Characteristics Favoring Use of Toothpaste: Heavy, Medium, and Light Users, 1999 (U.S. Adults)
- Table 3-9: Use of Toothpaste by Form, 1999 (number and percent): Paste, Paste/Gel Combination, Gel, Powder
- Table 3-10: Demographic Characteristics Favoring Use of Toothpaste: By Form, 1999 (U.S. Adults): Paste, Paste/Gel Combination, Gel, Powder
- Table 3-11: Demographic Characteristics Favoring Use of Toothpaste: By Brand, 1999 (U.S. Adults): Crest, Colgate, Aquafresh
- Table 3-12: Demographic Characteristics Favoring Use of Toothpaste: By Brand, 1999 (U.S. Adults): Close-Up, Aim, Arm & Hammer
- Table 3-13: U.S. Adult Usage Levels for Toothpaste: By Brand/Variety, 1999 (% adults)
- Table 3-14: Demographic Characteristics Favoring Use of Toothpaste: By Brand/Variety Most Often Used, 1999 (U.S. Adults): Mentadent, Sensodyne, Rembrant, Tom's of Maine
- The Oral Care Gum And Breath Fresheners Category
The Products
- Scope of Category
- Products with a Past
- Category Subject to Federal Regulation and Policies
- Figure 4-1: U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 1996-2005 (dollars)
Market Size and Growth
- Year 2000 Retail Sales Top $1.3 Billion
- Oral Care Gum at $715 Million
- Major Intros Drive Breath Fresheners Segment
- Table 4-1: U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 1996-2000 (dollars)
Market Composition
- Oral Care Gum Overtakes Breath Fresheners
- Figure 4-2: Share of Mass-Market Oral Care Gum/Breath Freshener Sales by Product Segment, 1998 vs. 1999 (percent): Oral Care Gum, Breath Fresheners
- Sugar-Free Products Dominate Oral Care Gum Segment
- Figure 4-3: Share of U.S. Mass-Market Oral Care Gum Sales by Product Type: Regular vs. Sugar-Free, 1998 vs. 1999 (percent)
- Mints Dominate Breath Freshener Segment
- Figure 4-4: Share of U.S. Mass-Market Breath Freshener Sales by Product Type: Mints vs. All Others, 1998 vs. 1999 (percent)
- Food Stores the Leading Retail Channel
- Table 4-2: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Major Channel, 2000 (percent): 5 Retail Sectors, Other
- Limited Regional Variance in Consumption of Mints/Gum
- Table 4-3: Use of Candy, Hard Roll Candy/Breath Mints, and Chewing/Bubble Gum by Region, 1999 (index): 3 Product Types
Factors to Market Growth
- More Name Players and Brands Add Up to Greater Sales
- Aggressive Marketing Helps Drive Growth
- Products Are Convenient and Portable
- Garlic's Popularity Helps Sales
- Studies Say Xylitol in Gum Can Inhibit Tooth Decay
- Widening Channels Support Continued Growth
- Going Online to Build Sales
- Hershey to Acquire Nabisco Breath Mints and Gums: Confectionery Heavyweights Move in on Category
Projected Market Growth
- Category to Approach $2 Billion in 2005
- Table 4-4: Projected U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 2000-2005 (dollars
The Marketers
- Two Groups of Marketers: Oral Care and Candy/Gum
- Candy/Gum: Many Are Called, Few Are Chosen
- Table 4-5a: Selected Oral Care Gum Marketers and Their Brands (11 Marketers)
- Table 4-5b: Selected Breath Freshener Marketers and Their Brands (26 Marketers)
Marketer Shares
- Note on Share Data
- Four Top Marketers Come from Candy/Gum Side
- Warner-Lambert and Nabisco Dominate Oral Care Gum
- Altoids Takes First in Breath Fresheners
- Table 4-6: Share of U.S. Oral Care Gum and Breath Fresheners Market by Marketer and Brand, 1998 vs. 1999 (percent): 9 Marketers, All Others
- Table 4-7: Share of U.S. Oral Care Gum Market by Marketer and Brand, 1998 vs. 1999 (percent): 4 Marketers, All Others
- Table 4-8: Share of U.S. Breath Fresheners Market by Marketer and Brand, 1998 vs. 1999 (percent): 7 Marketers, All Others
The Competitive Situation
- M&A Activity at the Top
- No. 1 Gum Marketer Wrigley Enters Oral Care Gum Segment
- Powerful Aquafresh Brand Is Another New Entrant
- Intense Competition in Intense Mints
Competitive Profiles
- Warner-Lambert Consumer Group: Working to Stay on Top
- Focusing on Sugar-Free Gums
- Capitalizing on Gum/Mint Synergy
- Extending Listerine Brand into Breath Fresheners
- Kraft Foods, Inc.: Ins and Outs of Nabisco Purchase
- Stretching Out LifeSavers
- Ferrero USA, Inc.: Steady Growth for No. 2 Breath Freshener Tic Tac
- Church & Dwight Co., Inc.: Pioneering Oral Care Gum
- Wm. Wrigley Jr. Co., Inc.: Gum Powerhouse Enters Oral Care Arena
- Sees Eclipse as Potential $100 Million Brand
- Breath Asure, Inc.: Fighting Back Against Mint Competition
- Introduces Mint-Coated Capsules
- Playtex Products, Inc.: Competes in Breath Fresheners, Toothbrushes
Marketing and New Product Trends
- Oral Care Marketers Eye Impulse Locations
- Going to Extremes in Flavor
- Icy Is Hot
- Gum and Mints: the New Frontier in Oral Care
- Oral Care Gum for Kids
- Natural Positioning Remains a Plus
- Table 4-9a: The U.S. Market for Oral Care Gum: Selected New Product Introductions, 1999-September 2000
- Table 4-9b: The U.S. Market for Breath Fresheners: Selected New Product Introductions, 1999-September 2000
Advertising and Promotion Trends
- Gum Generates 25% Increase in Advertising Expenditures, to $147 Million
- Warner-Lambert Outspends All Other Marketers Combined
- Wrigley Heads Closely Bunched Quintet
- Chupa Chups Leads Final Foursome
- Advertising Positioning: Gum as Good Hygiene
- Fresh Breath Is Irresistible
- The Aesthetic Angle
- Coupons, Samples, and Bonus Packs
- Mail-in Rebates
- Gifts, Games, and Sweepstakes
- Trade Advertising
- Co-Op Offers
- Trade Promotions Are Standard
- Trade Shows Are Vital on Candy/Gum Side
- Examples of Advertising
Retail Dynamics
- Candy and Gum Are Most Widely Distributed Foods
- Role of Wholesalers
- Role of Brokers
- Food Stores at 30% of Sales
- Figure 4-5: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Major Channel, 2000 (percent): 5 Major Channels, Other
- Supermarkets Account for 48% of Mass Channel Big Three
- Figure 4-6: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Mass-Market Sector, 1999 (percent): Supermarkets, Mass Merchandisers, Drugstores
- Four Leading Outlets Vie for Share
- Mass Merchandisers Growing Fastest in Sales
- Wal-Mart's Foray into Food
- Rethinking the Checkstand
- Triple Profits: The LifeSavers Study
- Breath Fresheners Outposted to Multiple Locations
- Impulse Purchases: M&M/Mars Research
Retail Focus: Major Channels
- Gum and Breath Mints Are Highly Profitable in Supermarkets
- Losing Ground Against Mass Merchandisers
- Supermarkets Step Up Merchandising Efforts
- Mass-Merchandisers Post Double-Digit Growth in Candy/Gum Sales
- Supercenters Shake Up Grocery Sector
- Candy/Gum Merchandising Similar to Supermarkets'
- Candy at 5% of In-Store Convenience Store Sales
- Sizing Up Against the Competition
- The Fix at the Front End
- Candy Ranks Second Among Drugstore Consumables
- Slight Sag in Confectionery Sales
- Larger Formats Step on Drugstore Sales
- Drugstores vs. Convenience Stores
- Vending Sales of Candy on the Rebound
- E-tailers Pose No Immediate Threat to Traditional Retailers
- Most Virtual Drugstores Are Very New
The Consumer
- The Simmons Survey System
- 58% of Adults Use Gum
- Trident's Upscale Profile Departs from Gum Norm
- Dentyne Cinnamon Has Second Most Upscale Profile
- Carefree Has Oldest Consumer Profile
- 61% of Adults Use Hard Roll Candy/Breath Mints
- Index of 119 for Blacks
- Consumer Patterns: Regular Varieties
- Consumer Patterns: Sugar-Free Varieties
- Variations by Brand
- Table 4-10: U.S. Adult Usage Levels for Chewing/Bubble Gum: Overall and by Oral Care Brand/Variety, 1999 (% Adults)
- Table 4-11a: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Trident Chewing Gum, Trident Soft Bubble Gum, and Clorets, 1999 (U.S. Adults)
- Table 4-11b: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Dentyne Cinnamon, Dentyne Spearmint, and Dentyne Sugar-Free, 1999 (U.S. Adults)
- Table 4-11c: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Carefree Chewing Gum and Carefree Bubble Gum, 1999 (U.S. Adults)
- Table 4-12: U.S. Adult Usage Levels for Hard Roll Candy/Breath Mints: Overall and by Brand/Variety, 1999 (% Adults)
- Table 4-13: Selected Indices for U.S. Adult Usage of Hard Roll Candy/Breath Mints: Overall, Regular, and Sugar-Free, 1999 (U.S. Adults)
- Table 4-14: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints: Overall, Regular, and Sugar-Free, 1999 (U.S. Adults)
- Table 4-15a: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints by Brand/Variety: BreathSavers, Tic Tac Mint, and Tic Tac Fruit, 1999 (U.S. Adults)
- Table 4-15b: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints by Brand/Variety: Certs Regular Mint, Certs Cool Mint, and Certs Sugar-Free, 1999 (U.S. Adults)
- The Toothbrush And Dental Floss Category
The Products
- Scope of Category
- Toothbrushes
- Sizes and Bristle Grades
- Materials
- Designs
- Dental Floss
- The Purpose of Flossing
- Waxed and Unwaxed, Flavored and Unflavored
- Forms
- Packaging
- Figure 5-1: U.S. Retail Sales of Toothbrushes and Dental Floss, 1996-2005 (dollars)
Market Size and Growth
- Year 2000 Retail Sales Approach $950 Million
- Premium Toothbrushes Drive Segment
- Dental Floss Sales up 10% in 2000
- Table 5-1: U.S. Retail Sales of Toothbrushes and Dental Floss, 1996-2000 (dollars)
Market Composition
- Toothbrushes Account for More Than 80% of Category Retail Sales
- Figure 5-2: Share of U.S. Retail Sales of Toothbrush/Dental Floss Category by Product Segment, 1998 vs. 1999 (percent): Toothbrushes, Dental Floss
- Mass Merchandisers Challenging Supermarkets for Supremacy
- Figure 5-3: Share of U.S. Retail Sales of Toothbrush/Dental Floss Category by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Toothbrushes: Mass Merchandisers Take Share from Other Outlets
- Figure 5-4: Share of U.S. Retail Sales of Toothbrushes by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Floss: Drugstores, Once the Primary Outlet, Continue to Lose Share
- Figure 5-5: Share of U.S. Retail Sales of Dental Floss by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Sales by Region
- Table 5-2: Use of Toothbrushes and Dental Floss by Region, 1999 (percent and index): Northeast, Midwest, South, West
Factors to Market Growth
- Biggest Challenge Is to Persuade Consumers to Replace Toothbrushes Frequently
- Toothbrush Sales Are Impulse-Driven
- Aggressive Marketing Helps Drive Segment
- Higher Price Tier to Keep Expanding
- Targeting the Kids' Market
- Dentists Recommend Daily Flossing
- Product Underutilized
Projected Market Growth
- Toothbrush/Dental Floss Sales to Surpass $1.2 Billion in 2005
- Table 5-3: Projected U.S. Retail Sales of Toothbrushes and Dental Floss, 2000-2005 (dollars)
The Marketers
- Marketer Overview: At Least 250 Marketers of Toothbrushes and Dental Floss
- A Broad Range of Companies Market Toothbrushes
- Some Have Multiple Brands
- Leading Dental Floss Marketer a Pharmaceutical House
- Most Marketers Involved in Other Oral Care Categories
- Table 5-4a: Selected Toothbrush Marketers and Their Brands (21 Marketers)
- Table 5-4b: Selected Dental Floss Marketers and Their Brands (9 Marketers)
Marketer Shares
- Note on Share Data
- Gillette Captures 25% of Category
- Gillette, Colgate Take Toothbrush Share from Competitors
- J&J Holds Share in Dental Floss; Gillette Gains
- Table 5-5: Share of U.S. Toothbrush and Dental Floss Market by Marketer and Brand, 1998 vs. 1999 (percent): 8 Marketers, Private Label, All Others
- Table 5-6: Share of U.S. Toothbrush Market by Marketer and Brand, 1998 vs. 1999 (percent): 9 Marketers, Private Label, All Others
- Table 5-7: Share of U.S. Dental Floss Market by Marketer and Brand, 1998 vs. 1999 (percent): 6 Marketers, Private Label, All Others
The Competitive Situation
- Toothbrush Competition by Product Features
- Kids' Arena Shaped by Licenses, Gimmicks, Extensions
- More Competition Creates Healthier Dental Floss Segment
Competitive Profiles
- Gillette Co.: Oral-B Is the Professional's Choice
- CrossAction Toothbrush Introduced After Extensive Testing
- Adds to Children's and Dental Floss Lines
- Johnson & Johnson: Oral Care Contributes 10% of Consumer Product Sales
- Toothbrushes Are Company's Largest Oral Care Segment
- Marketer Originated Dental Floss
- Colgate-Palmolive Co., Inc.: Oral Care Is a Major Focus
- Diverse Line of Toothbrushes Is Constantly Growing
- Colgate Cultivates Children's Market
- Procter & Gamble Co.: Leveraging Crest Toothpaste Brand into Toothbrushes
- Continues Introductions to Boost Sagging Sales
- Unilever Group/Chesebrough-Pond's USA: Success of Mentadent Leads to Brand's Extension
- SmithKline Beecham Plc: Positioning Aquafresh as Mainstream, Affordable Brand
- W.L. Gore & Associates, Inc.: Glide Marketer Specializes in New Materials
- Sunstar, Inc./John O. Butler Co.: Campaigning on Oral Care-Health Connection
Marketing and New Product Trends
- Seeking to Raise Price Ceiling with Innovative Features
- Improved Bristle Designs
- Flexibility Is Another Key Feature
- Handles Are Also a Focus of Attention
- Back to Antibacterial
- Exploiting the Synergy Between Toothbrushes and Toothpaste
- Targeting Kids Draws Attention to Toothbrush Section
- Licensed Characters Proliferate
- Recyclable Toothbrushes, Disposable Dots
- Lower Price Tiers Maintained
- Little High-Visibility Marketing of Floss
- Upgrading Is Goal of Floss Introductions as Well
- Table 5-8a: U.S. Market for Toothbrushes: Selected New Product Introductions, 1999-September 2000
- Table 5-8b: U.S. Market for Dental Floss: Selected New Product Introductions, 1999-2000
Advertising and Promotion Trends
- Top Six Marketers Account for All National Consumer Toothbrush Advertising
- Gillette's Segment-Leading Total Powers Oral-B CrossAction Launch
- Floss Ad Expenditures Minimal
- Highlighting Special Features
- Sheer Cleaning Power
- Fighting Plaque and Bacteria
- Better Oral Health Means Better Health
- Professional Recommendation
- Floss Ads Stress Product Features and Dental Hygiene
- Coupons Common
- Joint Promotions
- "Twofers" and Multipack Price Promotions
- Sweepstakes
- Samples
- Trade Advertising Is Frequent
- Examples of Advertising
Retail Dynamics
- Retail Margins
- Wide Assortments Are Typical
- Kids' Toothbrushes Boost Eye-Appeal
- Floss Lends Itself to Display Versatility
- E-tailers Pose No Immediate Threat to Traditional Mass Retailers
- Most Virtual Drugstores Are Very New
The Consumer
- The Simmons Survey System
- Vast Majority Use Toothbrushes
- Toothbrush Use Crosses All Demographics
- Nearly Half of Users Prefer Medium Bristle Firmness
- Gender Affects Bristle Choice
- Hard and Soft Bristle Users Poles Apart
- Soft/Hard and Extra Gentle Bristle Both Appeal to Young Adults
- Angled Handles May Have Surpassed Straight in Popularity
- Angled Handles Appeal to Younger Adults
- Most Popular Brands Profiled: Oral-B, Colgate, Reach
- All Three Brands Appeal Strongly to Younger Adults
- Oral-B Has Most Upscale User Profile
- Colgate and Reach Profiles Have Many Similarities
- Oral-B, Colgate, Reach, and Crest Varieties Rank as Most Popular
- User Profiles for Three Popular Varieties
- Mentadent Is Youngest and Most Upscale Variety
- Aquafresh Flex Has Strongest Ethnic Appeal
- Floss Use Less Common; Users Have Upscale Profile
- Brand Profiles: Johnson & Johnson Reach, Oral-B, Store Brands
- Brand Profiles Confirm Segment's Overall Upscale Profile
- Floss Brand Users Are Highly Educated
- Table 5-9: U.S. Adult Use of Toothbrushes: By Bristle Firmness, 1999 (number and percent): Hard/Firm, Soft/Hard Combination, Medium, Extra Gentle, Soft/Gentle
- Table 5-10a: Demographic Characteristics Favoring Use of Toothbrushes by Bristle Firmness: Hard/Firm, Soft/Hard Combination, and Medium, 1999 (U.S. Adults)
- Table 5-10b: Demographic Characteristics Favoring Use of Toothbrushes by Bristle Firmness: Extra Gentle vs. Soft/Gentle, 1999 (U.S. Adults)
- Table 5-11: Demographic Characteristics Favoring Use of Toothbrushes by Handle Type: Straight vs. Angled, 1999 (U.S. Adults)
- Table 5-12: Demographic Characteristics Favoring Use of Toothbrushes: By Brand, 1999 (U.S. Adults): Colgate, Oral-B, Reach
- Table 5-13: Usage Levels for Toothbrushes: By Brand/Variety, 1999 (% adults)
- Table 5-14: Demographic Characteristics Favoring Use of Toothbrushes: By Brand/Variety Most Often Used, 1999 (U.S. Adults):
- Table 5-15: Demographic Characteristics Favoring Use of Dental Floss, 1999 (U.S. Adults)
- Table 5-16: Demographic Characteristics Favoring Use of Dental Floss: By Brand/Variety Most Often Used, 1999 (U.S. Adults): Johnson & Johnson Reach, Oral-B, Store Brand
- The Mouthwash/Dental Rinse Category
The Products
- Scope of Category
- Available in Regular or Concentrated Forms
- Mouthwash Ingredients
- Mouthwash Niche Products
- Natural Mouthwashes
- Figure 6-1: U.S. Retail Sales of Mouthwash/Dental Rinse, 1996- 2005 (dollars)
Market Size and Composition
- Sales Continue Recovery in 2000, Reach $739 Million
- Good News/Bad News
- Table 6-1: U.S. Retail Sales of Mouthwash/Dental Rinse, 1996-2000 (dollars)
- Food Stores at 38% of Sales
- Figure 6-2: Share of U.S. Retail Sales of Mouthwash/Dental Rinse by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
- Sales by Region
- Table 6-2: Use of Mouthwash by Region, 1999 (percent and index): Northeast, Midwest, South, West
Factors to Market Growth Too Little Competition Within, Too Much Without?
- Private-Label Success vs. Natural Product Potential
- Rosie O'Donnell Puts Mouthwash in Limelight
Projected Market Growth
- Sales to Reach $849 Million in 2005
- Table 6-3: Projected U.S. Retail Sales of Mouthwash/Dental Rinse, 2000-2005 (dollars)
The Marketers
- Marketer Overview: About 90 Mouthwash Marketers
- Mouthwash Marketers Mostly Pharmaceutical Houses and Packaged Goods Companies
- Table 6-4: Selected Mouthwash/Dental Rinse Marketers and Their Brands (16 Marketers
The Competitive Situation
- Note on Market Share Data
- Warner-Lambert Extends Big Lead
- Table 6-5: Share of U.S. Mouthwash/Dental Rinse Market by Marketer and Brand: 1998 vs. 1999 (percent): 10 Marketers, Private Label, All Others
- Private Label Enjoys a 20% Share
- Classic Competition Is Between Therapeutic and Cosmetic Products
- Strong Competition from Store Brands
- Oral Care Gum and Breath Fresheners Erode Mouthwash Sales
Competitive Profiles
- Warner-Lambert Consumer Group: Acquisition by Pfizer May Extend Lead in Category
- Listerine Founds Mouthwash Category
- Warner-Lambert Extends, Repackages Listerine
- Tartar Control Listerine Debuts
- Plax's Share Rises and Falls with Plaque-Fighting Claim
- Procter & Gamble Co.: Company Takes Cosmetic Approach
- Scope Ad Campaign Backfires; Listerine Benefits
- Johnson & Johnson: Oral Care Business Benefits from Power of the Brand
- Block Drug Co.: Mining Smoker's Mouthwash Niche
- Colgate-Palmolive Co., Inc.: Three Specialized Brands
- Introduces Colgate 2in1 Toothpaste and Mouthwash
- Unilever Group/Chesebrough-Pond's USA: Promising Start Not Sustained
- Den-Mat Corp.: Extending Mouthwash Line
- Den-Mat Also Supports Category with Advertising
Marketing and New Product Trends
- Adding Flavors Expands Shelf Space
- Increasing Synergy Between Mouthwash and Toothpaste
- Natural Mouthwashes Find Favor
- The Lure of New Technologies
- Table 6-6: U.S. Market for Mouthwash/Dental Rinse: Selected New Product Introductions, 1999-September 2000
Advertising and Promotion Trends
- Competition Between Listerine and Scope Generates Almost All of $85 Million Ad Spending
- Top Two Increase Spending While Others Cut Back
- Taste a Primary Positioning
- Therapeutic Values
- "Morning Breath"
- Alcohol-Free
- Use of Coupons
- Joint Promotions
- Supporting Good Causes
- Supporting New Product Introductions
- Free Mouthwash In-Pack
- Trade Advertising
- Examples of Advertising
Retail Dynamics
- Mass Merchandisers Claim Share from Supermarkets and Drugstores
- Retail Margins at 26% in Supermarkets
- Mouthwash Displays Large and Deep
- E-tailers Pose No Immediate Threat to Traditional Mass Retailers
- How Much Will E-tailers Change the Competitive Situation?
The Consumer
- The Simmons Survey System
- Nearly Three-Fifths of U.S. Adults Use Mouthwash
- Most Are Heavy or Medium Users
- Heavy Users Have Older, More Downscale Profile
- Listerine Used by One-Fourth of Adults
- Listerine Cool Mint, Scope Regular Are Most Popular
- Demographics for Listerine Users
- Scope and Cepacol Have Older, More Downscale Profiles
- Cepacol Has Strong Followings Among Blacks and the Widowed
- Plax Users More Likely to Be Younger and Female
- Store Brands Appeal to the Most Educated and Upscale Consumers
- Act Brand Appeals to Young Women with Children
- Table 6-7: Demographic Characteristics Favoring Use of Mouthwash: Heavy, Medium, and Light Users, 1999 (U.S. Adults)
- Table 6-8: U.S. Adult Usage Levels for Mouthwash: By Brand/Variety, 1999 (U.S Adults)
- Table 6-9a: Demographic Characteristics Favoring Use of Mouthwash by Brand: Listerine vs. Scope, 1999 (U.S. Adults)
- Table 6-9b: Demographic Characteristics Favoring Use of Mouthwash by Brand: Plax vs. Cepacol, 1999 (U.S. Adults)
- Table 6-9c: Demographic Characteristics Favoring Use of Mouthwash by Brand: Act vs. Store Brand, 1999 (U.S. Adults
- The Electric Dental Appliances Category
The Products
- Scope of Category
- Toothbrushes
- Oral Irrigators
- Variations Upon the Basic Types
- Brush Heads and Irrigator Tips Replaceable
- Figure 7-1: U.S. Retail Sales of Electric Dental Appliances, 1996- 2005 (dollars)
Market Size and Composition
- 2000 Retail Sales Grow to $350 Million
- Table 7-1: U.S. Retail Sales of Electric Dental Appliances, 1996- 2000 (dollars)
- Electric Toothbrushes Dominate Category Sales
- Figure 7-2: Share of U.S. Retail Dollar Sales of Electric Dental Appliances by Product Type, 1996 vs. 2000 (percent): Electric Toothbrushes, Accessories, Oral Irrigators
- Mass Merchandisers, Drugstores Lead Array of Outlets
- Figure 7-3: Share of U.S. Retail Dollar Sales of Electric Dental Appliances by Major Channel, 2000 (percent): 6 Major Channels, Other
- Fourth Quarter Is Largest for Sales
Factors to Market Growth
- Low Household Penetration Means Potential
- Marketers Woo New Users with Lower-Priced Models
- Other Oral Care Marketers Enter Category with Lower-Priced Units
- Gadget and Gift Appeal
- The Replacement Factor
- Educating the Consumer to Benefits
- Rethinking Merchandising Priorities
Projected Market Growth
- Sales to Top $500 Million by 2005
- Table 7-2: Projected U.S. Retail Sales of Electric Dental Appliances, 2000-2005 (dollars)
The Marketers
- Marketer Overview: About 50 Companies
- Top Four Market Other Appliances as Well
- Other Oral Care Marketers Entering Category
- Specialists and Other Appliance Marketers Complete the Cast
- Table 7-3: Selected U.S. Electric Dental Appliance Marketers and Their Brands (24 Marketers)
The Competitive Situation
- Sales in Many Outlets Not Monitored
- Gillette's Braun Division and Optiva Lead Field
- Water Pik Dominates Oral Irrigator Segment
- Competition Driving Toothbrush Tags Down
- Entry Often Through Dentists or Direct Response
Competitive Profiles
- Gillette Co.: Successfully Linking Braun and Oral-B
- Braun Focuses on New Product Introductions
- Uses Across-the-Board Reduction to Prod Off-Season Sales
- Optiva Corp.: Acquisition by Philips Caps Decade of Rapid Growth
- Acquisition Should Increase International Sales, Boost Electronics Capabilities
- An Aggressive and Inventive Marketer
- Conair Corp.: Seeking Renewed Growth for Interplak
- Water Pik Technologies, Inc.: Category Pioneer Looks to Step Up Product Introductions
- Introduces Water Pik Flosser
- Dr. Johns Products Ltd.: $5.99 Electric Toothbrush Takes Market by Storm
- Company Projects Retail Sales of $100 Million
- Salton, Inc.: Well-Known Housewares Marketer Acquires Sonic Toothbrush Line
- U.S. DenTek Corp.: From Dental Pik to Broad Line
Marketing and New Product Trends
- Marketers Continue to Enlist Dentists' Support
- Powering Up Continues to Go Down in Price
- More Flossers and Tongue Cleaners Appear
- Starting Young with Power Toothbrushes
- Table 7-4: U.S. Market for Electric Dental Appliances: Selected New Product Introductions, 1999-September 2000
Advertising and Promotion Trends
- Ad Spending Parallels Market Growth
- Optiva and Gillette Dominate Spending
- Positioning on Therapeutic Benefits
- Superior Technology
- Professional Recommendation
- Children's Benefits
- Coupons
- Rebates
- Interplak's Dental Visit Rebate
- Optiva Conducts Awards Program
- Trade vs. Retail Ads
- Examples of Advertising
Retail Dynamics
- Mass Merchandisers and Drugstores Lead All Outlets
- Retail Margins Cluster in 30%-40% Range
- Assortments Have Grown Across All Channels
- E-tailers Pose No Immediate Threat to Traditional Retailers
- Most Virtual Drugstores Are Very New
The Consumer
- Household Penetration Remains Low
- A Decidedly Upscale User Profile
Appendix I: Available in Hard Copy Only
Appendix II: Examples Of Trade Advertising
Appendix III: Addresses Of Selected Marketers
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