• Table 1-5 U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2006 (In Millions)
• Table 1-7 Use of Dedicated Whiteners, by Marketing Region, 2006 (Adults) Table 1-8 Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2006*
• Table 1-9 Selected New Introductions of Dedicated Whiteners and Whitening Tooth Cleaners, 2005-2006
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
• Table 1-11 Use of Dedicated Tooth Whiteners, by Brand, 2006 (Adults, in Recent 12 Months)

Chapter 2 The Overall Market

• Market Definition
• Clarification of Terms
• Methodology

• The Three Categories
• Dental Preparations
• Gum/Mouthwash/Breath Fresheners
• Implements/Appliances
• Lots of Product Overlap
• Natural vs. Chemical Formulations

• How Claims Are Classed
• Over-the-Counter Dental Drugs
• Dental Drugs
• Dental Cosmetic Products
• Natural and Organic Personal Care Industry
• ...And It May Be Just a Few Years Away
• Role of the FTC

• Oral Care in Slow Climb to $7.5 Billion in 2006
• A Mature Market with Hot Spots and Dead Spots
• Table 2-1 U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2006 (In Millions)
• Dental Preps Hover Round $3.1 Billion Mark
• Gum/Mouthwash/Breath Fresheners Climb to $2.7 Billion
• Implements/Appliances Stall Near $1.8 Billion
• Share by Category: Gum/Mouthwash/Breath Fresheners the
• Big Gainer
• Table 2-2 Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2006

• Population Growth
• Boomers Remain Highly Influential, But Are Passing the Torch…
• Gens X and Y and Z
• Table 2-3 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
• We’ve All Got Innovation Fatigue
• ...Yet It’s Innovative Thinking That Offers Hope
• Natural and Prestige Oral Care Blur the Old Boundaries
• Dental Tech Dampens Sales of Some OTC Products
• The High Cost of Dental Work - An Ambivalent Factor
• Positionings on Overall Wellness
• Refreshing Dry Mouths and Bad Breath

• Oral Care Market Climbing to $8.9 Billion by 2012
• Dental Preps to Surpass $3.5 Billion
• Gum/Mouthwash/Breath Fresheners to Break $3.3 Billion
• Implements/Appliances to Reach $2 Billion
• Table 2-4 Projected U.S. Retail Dollar Sales of Oral Care Products, by Category, 2006-2012 (In Millions)

• Hundreds of Oral Care Marketers - But Only 80 Significant in Mass in 2006
• The Field in Mass Has Narrowed...
• …As Numbers of Mass Marketers per Category Smoothe Out
• Table 2-5 Numbers of Significant* Oral Care Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
• Types of Oral Care Companies
• Master Table of Marketers/Brands
• Table 2-6 Leading Oral Care Marketers, and Their Representative Brands and Category Involvements

• P&G Is the Dominator
• Share Picture Reflects Consolidation
• Table 2-7 Share of U.S. Mass Retail* Dollar Sales of Oral Care Products, by Marketer, 2006**

• Oral Care Marketers Spend $891 Million to Advertise in 2005
• Gum/Mouthwash/Breath Freshener Category Takes Most Ad $ in 2005
• Hidden Spends
• Television Still Receives Greatest Share of Dollars
• P&G Leads 12 Marketers Making Buys of $10 Million-Plus

Chapter 3 The Dental Preparations Category: Tooth Cleaners/Whiteners/Denture Products/Pain Remedies

• The Products
  • Scope of Category
  • Four Main Segments
  • Nine Tooth Cleaner Types, and Their Forms
    • Antigingivitis
    • Antiplaque/Antitartar
    • Baking Soda
    • Children’s
    • Combos
    • Desensitizing
    • Fluoride - or “Regular”
    • Natural
    • Whitening
    
    
  • Dedicated Whiteners
  • Some Common Tooth Cleaner Ingredients
    • Table 3-1 Common Tooth Cleaner Ingredients
    
    
  • Controversial Ingredients: Fluoride and Sodium Lauryl Sulfate
  • A Variety of Tooth Cleaner Delivery Systems
  • Denture Products: Adhesives, Cleansers, Cushions
  • Oral Pain Remedies
  
  
• Category Size and Growth
  • Dental Preps Still Hug $3.1 Billion Mark in 2006
  • “Innovation Fatigue” + Advanced Dentistry = Dull Sales
    • Table 3-2 U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), 2002-2006 (In Millions)
    
    
  • Tooth Cleaners/Whiteners Retreat to $2.4 Billion
  • Sales of Dedicated Whiteners Plummet
  • Table 3-2A U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2006 (In Millions)
    • Table 3-2B Share of U.S. Retail Dollar Sales of Denture Products, by Type, 2006
    
    
  • Supermarkets Dominate Tooth Cleaners/Whiteners Mass-Mart Outlet Share
  • Denture Products Continue Slippage to $415 Million
  • Adhesives Rule Sales of Denture Products
  • Pain Remedies Crawl to $237 Million
  • Tooth Cleaners/Whiteners Remain Dominant Product Types
    • Table 3-3 Share of U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), by Segment, 2002-2006
    
    
  • Regionality of Dental Prep Sales
    • Tooth Cleaner Regionality Is Uniform
    • Table 3-4 Use of Tooth Cleaners/Whiteners, by Marketing Region, 2006 (Adults)
    • Dedicated Whiteners Most Favored in Southeast
    • Table 3-5 Use of Dedicated Whiteners, by Marketing Region, 2006 (Adults)
    • Denture Adhesive Use: East Central, Southeast, Southwest Have Skews
    • Table 3-6 Use of Denture Adhesives, by Marketing Region, 2006 (Adults)
    • Pockets of Denture Cleanser Users in East Central, Southeast
    • Table 3-7 Use of Denture Cleansers, by Marketing Region, 2006 (Adults)
  
  
• Factors in Category Growth
  • Some Factors Same as for Overall Market
  • Population Growth
  • Dedicated Whiteners Once the Biggest Driver, Now the Biggest Drag
  • Looking Beyond Innovation Fatigue
  • Licensing Still Key in the Kids’ Tooth Cleaner Segment
  • Does Licensing Have Potential to Reach Other Age Groups?
  • Dental Tech Nicks Away at Denture Products and Pain
  • Remedies Dollars
  
  
• Projected Sales
  • Dental Preps to Surpass $3.5 Billion in 2012
  • Tooth Cleaners/Whiteners to Approach $2.9 Billion
  • Denture Products to Slip to $411 Million
  • Pain Remedies to Struggle to $248 Million
  • Table 3-8 Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Pain Remedies), 2006-2012 (In Millions)
  
  
• The Marketers
  • Of 250 Dental Preps Marketers, Just 31 Significant in Mass in 2006
  • Table 3-9 Numbers of Significant* Dental Preparations Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
  • Main Company Types: Packaged Goods Makers, Drug Makers, Specialists
  • Importers Active in Natural HBC Channel
  • Table of Marketers and Brands
  • Table 3-10 Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Oral Pain Remedies) and Their Representative Brands
  
  
• Marketer and Brand Shares
  • Note on IRI Data
  • In Toothpaste Segment, Colgate and P&G Run Neck and Neck
  • Table 3-11 Share of U.S. Retail Dollar Sales of Tooth Cleaners (Pastes, Gels, Powders, Etc.), by Marketer and Brand, 2003-2006*
  • P&G Takes Even More Control of Dedicated Whiteners
  • Table 3-12 Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2006*
  • P&G Still Commands Denture Adhesives
  • Table 3-13 Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2006*
  • Glaxo Dominates Denture Cleanser Pastes/Powders
  • Table 3-14 Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2006*
  • Glaxo Also the Leader in Denture Cleanser Tablets
  • Table 3-15 Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2006*
  • Combe Buys Leadership of Denture Cushions Segment
  • Table 3-16 Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2006*
  • Del Dominates Crowded Field of Oral Pain Remedy Marketers
  
  
• Marketing and Product Trends
  • Dental Preparations’ New Product Machine Runs a Bit Slower
  • Table 3-18 Annual Introductions of New Tooth Cleaners, 2002-2006*
  • Much Less Emphasis on Dedicated Whiteners
  • As Always, Lots of Botanical and/or Natural/Organic Preparations
  • Kids’ Tooth Cleaners
  • Prestige and Pop-Prestige Introductions
  
  
• Consumer Advertising Expenditures
  • Dental Preps Marketers Spend $328 Million in 2005
  • A Shift Away from Dedicated Whitener Ads
  • Television the Most Favored Tool
  • P&G Spends $166 Million
  • Glaxo’s Media Bill = $53 Million
  • Colgate Spends $53 Million, Too
  • Church & Dwight Bets $32 Million
  • Del’s $10.5 Million Push
  • Pfizer’s Buys Approach $7 Million
  • Combe Shells Out $5 Million
  • Tom’s of Maine Invests Less than $2 Million in Media
  • Other Spenders
  
  
• Consumer Advertising Positioning
  • Where and When Dental Preps Ads Were Observed...
  • The Usual Themes: Whiter Teeth, Fresher Breath, Less Plaque, Etc.
  • Systemic Health
  • Assurance of Lasting Freshness
  • Look Younger With Whiter Teeth
  • “The Tip for All-Day Grip”
  
  
• Consumer Promotions
  • Dental Preps Couponing Is Common
  • Free or Bonus Merchandise
  • Two Sweepstakes: One Traditional, One Highly Unusual
  • Sponsoring a Series on Public TV

Chapter 4 The Gum/Mouthwash/Breath Freshener Category

• The Products
  • Category Definition
  • Oral Care Gums Prevent Cavities, Whiten, Freshen…
  • Mouthwashes = Mouth Rinses
  • Both Cosmetic and Therapeutic Mouthwashes
  • Mouthwash in Regular or Concentrated Forms
  • Niche Mouthwashes
  • Natural Mouthwashes
  • Whitening Mouthwashes
  • Mouthwash Ingredients
    • Antiseptics
    • Artificial Colors
    • Essential Oils
    • Flavors
    • Plaque Fighters
    • Sweeteners
    
    
  • Breath Freshener Types
  • Gums, Candies Subject to FDA Rules
  
  
• Category Size and Growth
  • Gum/Mouthwash/Breath Fresheners Push to $2.7 Billion in 2006
  • Lifestyles: Youth Most Favored Gum Sales in 2002-2006
  • Gum in Strong Run to $1.3 Billion
  • Table 4-1 U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, 2002-2006 (In Millions)
  • Mouthwash in Slow-Fast Progress to $964 Million
  • Breath Freshener Biz Not So Fresh at $455 Million
  • Mints Account for Most Breath Freshener Sales
  • Gum Steals Lots of Share from Breath Fresheners
  • Table 4-2 Share of U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, by Segment, 2002-2006
  • Regionality of Gum/Mouthwash/Breath Freshener Sales
    • Sugarless Gum Use Keys to West Central, Dental Gum to Southeast, Pacific
    • Table 4-3 Use of Sugarless Gum and Dental Gum, by Marketing Region, 2006 (Adults)
    • Little Marked Regionality to Mouthwash Use
    • Table 4-4 Use of Mouthwash, by Marketing Region, 2006
    • Breath Mints/Dissolvable Strips Best Loved in East Central States
  
  
• Factors in Category Growth
  • Morphing Lifestyles Favor Portability
  • It’s All About Youth! ...Right?
  • Cross-Functional Products to Help - If Assortment
  • Doesn’t Overwhelm
  • But Marketing, Healthier Formulations Are Also Drivers
  • A Burgeoning Niche Attacks Serious Halitosis
  • Oral Care Regimens and Prestige Potential
  
  
• Projected Sales
  • Gum/Mouthwash/Breath Fresheners to Break $3.3 Billion in 2012
  • Gum Charging Ahead to Almost $1.8 Billion
  • Mouthwash to Climb to $1.1 Billion
  • Breath Fresheners to Return to $450 Million Mark
  
  
• The Marketers
  • Among 300-400 Gum/Mouthwash/Breath Freshener Marketers, Only 27 Significant in Mass in 2006
  • A Narrowed Field of Competition
  • Table 4-7 Numbers of Significant* Oral Care Gum/Mouthwash, and Breath Freshener Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
  • A Diversity of Marketers in This Category
  • Table of Marketers and Their Brands
  
  
• Marketer and Brand Shares
  • Regarding IRI Data
  • Wrigley and Cadbury Account for 94% of Sugarless Gum Dollars
  • Table 4-9 Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2006*
  • Table 4-9[Cont.] Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2006*
  • J&J Acquires Listerine - and Mouthwash Leadership
  • Table 4-10 Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2006*Hershey Owns Top Breath Mint
  • Table 4-11 Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
  • Table 4-11[Cont.] Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
  • Table 4-11[Cont.] Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
  • Ascendia and Its Binaca Tighten Control of Breath Spray/Drop
  • Segment
  • Table 4-12 Share of U.S. Retail Dollar Sales of Breath Freshener Sprays/Drops, by Marketer and Brand, 2003-2006*
  • J&J Commands Portable Oral Care
  • Table 4-12A Share of U.S. Retail Dollar Sales of Portable Oral Care Products, by Marketer and Brand, 2005-2006*
  
  
• Marketing and Product Trends
  • In Gum/Mouthwash/Breath Freshener Category, Too, Intros
  • Trend Fewer
  • Table 4-13 Annual Introductions of New Oral Care Gum/Mouthwash/Breath Freshener Products, 2002-2006*
  • Whitening Functions
  • Natural Formulation
  • Serious Breath Control
  • Mouthwash, Breath Fresheners Herald Oral Care in Prestige
  • Table 4-14 Selected New Introductions of Oral Care Gum, Mouthwash, and Breath Fresheners, 2005-2006
  
  
• Consumer Advertising Expenditures
  • Gum/Mouthwash/Breath Freshener Players Spend $359
  • Million in 2005
  • Gum Leads Ad Spending by Segment
  • As Always, Television Reigns
  • Wrigley’s Towering $103 Million in Buys
  • Pfizer’s Spend Exceeds $90 Million
  • Cadbury Schweppes Budgets $72 Million
  • P&G Banks on a $48 Million Buy
  • Perfetti Van Melle Counts on a Tastemaking $20 Million
  • Ferrero Spends $12.5 Million
  • Hershey Allots $11 Million
  • Discus Dental a Player, With $3 Million Spend
  • Other Spenders
  
  
• Consumer Advertising Positioning
  • Where, When Gum/Mouthwash/Breath Freshener Ads
  • Were Observed...
  • Breath Freshening, Of Course
  • Fight Plaque - While Mugging for the Mirror
  • Whitening Power
  • Get Social
  • Relief of Dry Mouth
  • Systemic/Holistic/Overall Health
  • Flavors Other Than Mint
  • A Superhero Mouthwash
  
  
• Consumer Promotions
  • Gum/Mouthwash/Breath Fresheners Often Couponed
  • Free Video Game Play
  • Free Merchandise
  • Help Build Our Mailing List
  • A NASCAR Sponsorship with a Latino Angle

Chapter 5 The Implements and Appliances Category: Toothbrushes/Floss/Electric Appliances/Manual Tools

• The Products
  • Category Definition
  • Manual Toothbrushes
  • Sizes and Bristle Grades
  • Materials
  • Designs - Classic versus High-Tech
  • Natural Toothbrushes - A Contradiction in Terms?
  • Special-Needs Brushes
  • Appliances: Power Brushes, Flossers, Irrigators
  • Power Brushes
  • Power Flossers
  • Irrigators
  • An Appliance Aftermarket: Replacement Heads and Nozzles
  • Floss
  • String versus Tape
  • Waxed versus Unwaxed
  • Flavored versus Unflavored
  • Delivery Systems and Flossing Tools
  • Dental Tools and Accessories
  
  
• Category Size and Growth
  • Implements/Appliances Still Hover at $1.8 Billion in 2006
  • Low-End Novelty Factor on Wane; The Economy Hurts, Too
  • Brushes Continue Bounce-Back to $734 Million
  • Table 5-1 U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools and Accessories), 2002-2006 (In Million)
  • Electric Appliances Slide to $673 Million
  • Floss Stagnant at $186 Million
  • Manual Tools Hit $208 Million
  • Share of Sales by Product Reveals Segment Relationships
  • Table 5-2 Share of U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools, and Accessories), 2002-2006
  • Regionality of Implement/Appliance Sales
  • Regional Use of Manual Brushes Pretty Uniform
  • Table 5-3 Use of Manual Toothbrushes, by Marketing Region, 2006 (Adults)
  • Pacific States Stand Out in Electric Toothbrush Use
  
  
• Factors in Category Growth
  • High-Tech Features - Are Consumers Paying Attention?
  • Important to Recognize the Purchase Cycle
  
  Low-End Appliance Fad Is Over

Chapter 5 The Implements and Appliances Category: Toothbrushes/Floss/Electric Appliances/Manual Tools

• Projected Sales
  • Implements/Appliances Category to Reach $2 Billion as of 2012
  • Manual Brushes to Be Worth $855 Million
  • Electric Appliances to Oscillate Up to $734 Million
  • Floss Seen in Climb to $216 Million
  • Tools/Accessories to Swell to $228 Million
  • Table 5-5 Projected U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools and Accessories), 2006-2012(In Millions)
  
  
• The Marketers
  • Of 250 Implements/Appliances Marketers, Just 31 Are Significant
  • in Mass
  • Number of Significant Players in Mass Shrinks Rapidly
  • Table 5-6 Numbers of Significant* Oral Care Implements/Appliances Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
  • Players Include Packaged Goods, Drug, Electronics Companies
  • Table of Marketers and Their Brands
  • Table 5-7 Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands
  
  
• Marketer and Brand Shares
  • Special Note about IRI Data
  • P&G Acquires Leading Brands in All Four Implement/Appliance Segments
  • P&G Commandeers Manual Toothbrush Segment
  • Table 5-8 Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand, 2003-2006*
  • P&G Acquires Leading Electric Appliance Brands
  • Table 5-9 Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2006* In Floss,
  • P&G Edges Out J&J
  • Table 5-10 Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2006*
  • P&G Now Dominates Tools/Accessories, Too
  • Table 5-11 Share of U.S. Retail Dollar Sales of Manual Dental Tools and Accessories, by Marketer and Brand, 2003-2006*
  
  
• Marketing and Product Trends
  • Marketers Bank on Tech Features
  • Licensing Distinguishes Kids’ Implements/Appliances
  • Pricing to Encourage Electric Appliance Trade-Ups
  • Table 5-12 Selected New Introductions of Oral Care Implements and Appliances (Toothbrushes, Electric Appliances, Floss, Tools and Accessories), 2005-2006
  
  
• Consumer Advertising Expenditures
  • Implement/Appliance Marketers Spend $203 Million in 2005
  • Electric Appliances Receive Most of the Support
  • Television Is King
  • P&G, the Power-Advertiser, Spends $137 Million
  • Philips Budgets $43 Million
  • Third-Biggest Advertiser J&J Spends $8 Million
  • Colgate Supports Toothbrushes with $6 Million
  • Sunstar Budgets $5 Million
  • U.S. Dentek Spends $1 Million
  • Three Other Spenders
  
  
• Consumer Advertising Positioning
  • Where and When Implement/Appliance Ads Were Observed...
  • Tech and Futurism
  • Holistic Health
  • An Enviro-Kind Toothbrush
  • A Good Night’s Sleep
  • My Teeth Hear Pop Music
  
  
• Consumer Promotions
• Heavy Implements/Appliances Couponing - By P&G, J&J…
• Win $10,000!
• A Barrage of Exciting Promos from One Marketer

Chapter 6 The Competitive Situation

• Brief Overview: An Industry Consolidates
  • Field of Competition Narrows
  • Table 6-1 Notable Mergers and Acquisitions in the U.S. Oral Care Market, 2003-2006
  • Competitive Profiles Follow...
  
  
• Competitive Profile: Colgate-Palmolive Co.
  • Net Sales Surpass $11 Billion in 2005
  • Signs of Very Good Progress in 2006
  • Managing the Most Extended Oral Care Brand in the Marketplace
  • Colgate Acquires Natural Tom’s of Maine Brand
  • Other Famous Colgate Brands
  
  
• Competitive Profile: GlaxoSmithKline PLC
  • Turnover of Almost £22 Billion in 2005
  • Good Progress Posted for 2006...
  • A Pharmaceutical Firm With Effectively Managed OTC Brands
  • Glaxo a Creative Promoter
  • Other Well Known Glaxo Brands
  
  
• Competitive Profile: Johnson & Johnson
  • Net Sales of $51 Billion in 2005
  • A Good Performance in First Three Quarters of 2006
  • Table 6-2 Johnson & Johnson's Net Sales, by Business Segment and Region, 2005(In Millions)
  • The Fleet-Footed Hydra, and Medical Cachet
  • J&J Acquires Rembrandt, Listerine, Other Key Marques
  • Other Well Known J&J Brands
  
  
• Competitive Profile: The Procter & Gamble Company
  • Net Sales of $68 Billion in Fiscal 2006
  • Table 6-3 Procter & Gamble Company's Net Sales, by Business Segment, Fiscal 2006 (Ended June 30) (Millions)
  • P&G Keeps Crest Young
  • Major Acquisitions Bring P&G to Lead in More Segments
  • Farewell, Crest Spinbrush! Hello, Braun Oral-B!
  • P&G’s Other Famous Brands
  
  
• Competitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary
  • Sales of Over €30 Billion in 2005
  • Good Progress in First Three Quarters of 2006
  • Sense and Simplicity in Both Corporate, Consumer Spheres
  • Other Philips Consumer Products
  
  
• Competitive Profile: Wm. Wrigley Jr. Company
  • Net Sales Break $4 Billion in 2005
  • Bullish Growth Continues in 2006
  • Wrigley a Brand Creator, Extender, Acquirer
  • Pride in Quick New Product Turnaround
  • Other Wrigley Brands
  
  
• Three Natural/Organic Marketers to Watch
  • The Hain Celestial Group, Jason Natural Products subsidiary
  • Harvest Partners, Levlad, Inc., Subsidiary
  • Weleda Group

Chapter 7 Distribution and Retail

• Distribution via Traditional Path, DSD, or Rack-Jobbing
• Premium and Upscale Oral Care Products Yield Fat Margins
• Assortments Dominated by Narrow Field of Marketers/Brands
• Where Consumers Are Buying Oral care Products
• Table 7-1 Estimated Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel/Outlet, 2006
• New Shelving Opportunities at Big-Box Checkouts

Chapter 8 The Consumer

• About Simmons Data
  • What They Are…
  • …And How to Use Them
  • The Survey’s Overall Adult Gauge
  • Marketing Regions Defined
  • Northeast
  • East Central
  • Southeast
  • Southwest
  • Pacific
  • Table 8-1 Projections of Numbers of U.S. Adults, by Demographic Factor, 2006 (In Thousands)
  
  
• The Consumer of Tooth Cleaners and Whiteners
  • Almost 199 Million Adults Use Tooth Cleaners/Whiteners
  • Paste Still the Most Popular Form
  • Whitening Tooth Cleaners the Most Popular Type
  • Table 8-2 Use of Tooth Cleaners/Whiteners, by Form and Type, 2006(Adults, in Recent 12 Months)
  • Most of Us Use Tooth Cleaners Two or Three Times Daily
  • Table 8-3 Use of Tooth Cleaners/Whiteners, by Daily Frequency, 2006 (Adults, per Day)
  • White Collar Workers the Sole Standout Factor in Tooth Cleaner Use
  • Table 8-4 Demographic Characteristics Most Favoring Use of Tooth Cleaners and Whiteners, 2006(Adults in Thousands, in Recent 12 Months)
  • Table 8-4 Demographic Characteristics Most Favoring Use of Tooth Cleaners and Whiteners, 2006(Adults in Thousands, in Recent 12 Months)
  • No Surprise - Colgate and Crest Are Favorite Tooth Cleaners
  • Table 8-5 Use of Tooth Cleaners/Whiteners, by Brand, 2006(Adults, in Recent 12 Months)
  • More Than 32 Million Use Dedicated Whiteners
  • Whitening Strips Preferred Over Gels
  • Dedicated Whiteners: Youth, Higher Education, Kid-Presence
  • Favor Use
  • Table 8-6 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006(Adults in Thousands, in Recent 12 Months)
  • Crest, Colgate Are Most-Used Dedicated Whiteners
  • Table 8-7 Use of Dedicated Tooth Whiteners, by Brand, 2006(Adults, in Recent 12 Months)
  
  
• The Consumer of Denture Products
  • Denture Adhesives Used by Over 14 Million
  • Denture Cleansers Used by Over 25 Million
  • Daily Use of Cleansers Is Most Common
  • Table 8-8 Use of Denture Cleansers, by Weekly Frequency, 2006(Adults, per Week)
  • Middle, Elder Age, and the Disadvantaged Stand Out
  • Table 8-9 Demographic Characteristics Most Favoring Use of Denture Products, by Type, 2006(Adults in Thousands, in Recent 12 Months)
  • Table 8-9 Demographic Characteristics Most Favoring Use of Denture Products, by Type, 2006(Adults in Thousands, in Recent 12 Months)
  • Fixodent Dominates Adhesives Use
  • Table 8-10 Use of Denture Adhesives, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
  • Efferdent, Polident Lead Cleanser Use
  • Table 8-11 Use of Denture Cleansers, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
  
  
• The Consumer of Oral Care Gum
  • Almost 57 Million Sugarless Gum Chewers
  • Over 11 Million Chew Dental Gum
  • Marked Differences Between Sugarless and Dental Gum Usage
  • Table 8-12 Demographic Characteristics Most Favoring Use of Oral Care Gum, by Type, 2006(Adults in Thousands, in Recent 12 Months)
  • Dentyne Ice the Most Widely Used Oral Care Gum
  • Table 8-13 Use of Oral Care Gum, by Brand, 2006 (Adults, in Recent 12 Months)
  • Spearmint, Wintergreen Most Popular Gum Flavors
  • Table 8-14 Use of Chewing Gum, by Flavor, 2006 (Adults, in Recent 12 Months)
  
  
• The Consumer of Mouthwash
  • Almost 128 Million Swish and Spit
  • Heavy Use of Mouthwash Predominates
  • Table 8-15 Mouthwash Use, by Weekly Frequency, 2006 (Adults, in Last 7 Days)
  • Skew to Low Affluence Suggested by Spotty Profile
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
  • Listerine and Scope Are Most Popular Brands, By Far
  • Table 8-17 Use of Mouthwash, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
  
  
• The Consumer of Breath Mints/Strips
  • Almost 102 Million Pop Breath Mints and/or Strips
  • Heavy Use Prevails
  • Table 8-18 Breath Mint and Breath Strip Use, by Monthly Frequency, 2006 (Thousands of Adults, in Last 30 Days)
  • Disparate Factors in Breath Mint/Strip Use
  • Table 8-19 Demographic Characteristics Most Favoring Use of Breath Mints/Dissolvable Breath Strips, 2006(Adults in Thousands, in Recent 12 Months)
  • Tic Tacs and Altoids Are Most Widely Used Mint/Strip Brands
  • Table 8-20 Use of Breath Mints/Strips, by Brand, 2006(Adults, in Recent 12 Months)
  
  
• The Consumer of Manual Toothbrushes
  • About 185 Million Brush Manually
  • Medium Bristles, Angled Handles, and Full-Sized Heads
  • Table 8-21 Use of Manual Toothbrushes, by Type, 2006(Adults, in Recent 12 Months)
  • In Toothbrush Demographics, No Prominences at All
  • Table 8-22 Demographic Characteristics Most Favoring Use of Manual Toothbrushes, 2006(Adults in Thousands, in Recent 12 Months)
  • Colgate, Oral-B Most Commonly Used Toothbrushes
  • Table 8-23 Use of Manual Toothbrushes, by Brand, 2006(Adults, in Recent 12 Months)
  
  
• The Consumer of Electric Toothbrushes
  • Close to 65 Million Adults Power-Brush
  • Users Evenly Split Between Battery-Opperated and
  • Rechargeable Models
  • Affluence and a Good Education Encourage Use
  • Table 8-24 Demographic Characteristics Most Favoring Use of Electric Toothbrushes, 2006(Adults in Thousands, in Recent 12 Months)
  • The People’s Choices: Colgate, Braun Oral-B, Crest Spinbrush
  • Table 8-25 Use of Electric Toothbrushes, by Brand, 2006(Adults, in Recent 12 Months)

Chapter 9 Trends and Opportunities

• Let’s Fight Cavities -- and Cure Innovation Fatigue!
• Positionings on More of Life Than Just Oral Care
• Outside the Box: Exciting Prospects for the Future