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Oral Hygiene Products Market
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Aug 1, 1995
279 Pages - Pub ID: LA392
Attention: There is an updated edition available for this report.
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The Overall Market
- The Products
Introduction
Oral Hygiene: An Historical Overview
- Before 1900
- Dr. Miller and Preventive Dentistry
- Dr. Fones Invents the Dental Hygienist
- The ADA and Its Seal of Approval
Tooth and Gum Disease and Prevention
- The Road to Tooth Decay and Gum Loss
- How Plaque and Tartar Are Fought
- The Home Regimen Must Complement Dental Visits
The Products
- Six Oral Hygiene Product Categories
- Dentifrice
- Mouthwash/breath fresheners
- Toothbrushes
- Denture products
- Dental floss
- Electric dental appliances
Governmental and Professional Regulation
- FDA Regulates Ingredients and Advertising Claims
- The ADA Seal of Approval
- ADA Censure
- The Market
- [Graphic] Retail Sales of Oral Hygiene Products:
By Category (1990-2000)
Market Size and Growth
- Overall Sales of $3.8 Billion in 1994
- A Partly Mature, Partly Lively Market
- Dentifrice Largest Category with Sales at $1.6 Billion
- Mouthwash/Breath Fresheners Is Only Declining Category
- Toothbrush Sales Are Growing Fastest
- Denture Products Perform a Little Better
- Floss Sales Exhibit Spurts of Growth
- Post-Recession Sales of Electric Dental Appliances
- Surge to $229 Million
- [Table] Retail Dollar Sales and Growth of Oral Hygiene
Products (1990-1994)
Factors in Future Growth
- An Expanding U.S. Population Guarantees Growth
- Greater Awareness of Oral Hygiene Issues
- The Graying of America
- [Table] U.S. Population Projections: By Age Group (1990-2000)
- Preventive Oral Hygiene Is a Good Value
- Product Innovation Will Continue
- Higher Price Tier to Keep Expanding
- Increased Price Competition
- Pharmaceutical Makers to Keep Stressing OTC
Projected Sales
- Sales of $4.7 Billion in 2000
- Dentifrice Sales to Reach $2 Billion
- Mouthwash/Breath Fresheners Will Struggle to $875 Million
- Toothbrushes in Moderate Climb to $741 Million
- Denture Products to Reach $580 Million
- Floss to Continue Erratic Growth to $183 Million
- Appliances See Good Growth To $319 Millions
- [Table] Projected Retail Dollar Sales and Growth of
Oral Hygiene Products (1994-2000)
Market Composition
- Dentifrice the Top-Selling Oral Hygiene Product
- [Graphic] Share of Oral Hygiene Retail Dollar Sales:
By Product Category (1994 vs. 1990)
- Grocery Stores Have Greatest Share of Oral Hygiene Sales
- [Graphic] Share of Oral Hygiene Retail Dollar Sales:
By Outlet (1994 vs. 1992)
- Little or No Seasonality—Except for Appliances
- The Marketers
- The Marketers
- At Least 300 Oral Hygiene Marketers
- Most Major Marketers Are Huge
- Significant Minor Marketers
- Multiple Category Involvement Is Common
- [Chart] Leading Oral Hygiene Marketers and
Their Brands: By Product Category
Marketer Shares
- Special Note on Breadth of Data
- Procter & Gamble Dominates Oral Hygiene
- Colgate and Warner Wellcome Only Other Double-
- Digit Share Holders
- Unilever, Block, and Johnson & Johnson Each Had
- Market Shares of More than 5%
- Five Marketers Posted Shares Between 1% and 5%
- [Table] Share of Oral Hygiene Products Retail
Dollar Sales: By Marketer (1993-1994)
Brand Shares
- Special Note on Brand Share Data
- Crest and Colgate Are Top Brands
- [Table] Share of Oral Hygiene Products Retail
Dollar Sales: By Brand (1993-1994)
The Competitive Situation
- Oral Hygiene a True Battlefield
- Some Intercategory Competition
Marketing Trends
- Promotions Have Stepped Up
- More New Products and Innovations
- Unified Branding in Multiple Categories
Consumer Advertising Expenditures
- Marketers Spent $380 Million on Advertising in 1994
- [Table] Oral Hygiene Marketers' Consumer
Advertising Expenditures: 1993-1994
- Distribution And Retail
Distribution
- Distribution Path Typical of Food and Drug
- Direct Shipments Have Increased
At the Retail Level
- Interoutlet Competition Stepped Up
The Dentifrice Category
- The Products
The Products
- Scope of Category
- Eight Dentifrice Product Types
- Antitartar/Antiplaque
- Regular (Fluoride)
- Baking Soda
- Whitening
- Desensitizing
- Children's
- Antistain
- Natural
- Considerable Overlap of Product Function
- Boosters
- Toothpaste Is Main Dentifrice Form
- Basic Dentifrice Ingredients
- [Chart] Common Dentifrice Ingredients
- Likely Future Ingredients
- The Market
- [Graphic] Retail Sales of Dentifrice (1990-2000)
Market Size and Growth
- Dentifrice Sales of $1.6 Billion in 1994
- For Very Mature Category, Slow to Moderate Growth Is Good
- [Table] Retail Dollar Sales and Growth of Dentifrice: 1990-1994
Factors in Future Growth
- Growing Awareness of Benefits of Good Oral Hygiene
- New Niche Products Should Help Maintain Higher Price Points
- Piquing the Interest of an Affluent Sector
- Triclosan Approval Seems Likely
- FDA Review of Whitener Safety
Projected Sales
- Dentifrice Sales to Near $2 Billion at Turn of Century
- [Table] Projected Retail Dollar Sales and Growth of Dentifrice:
1994-2000
Market Composition
- Pastes and Gels Account for Nearly All Dentifrice Sales
- Baking Soda Products Account for 27% of Sales
- Whiteners Still Expanding Share
- Desensitizers Still at 6% of Sales
- Standard Tube Remains Most Popular Dentifrice Dispenser
- Supermarkets Are Leading Dentifrice Outlets
- [Graphic] Share of Dentifrice Retail Dollar Sales: By Outlet
(1992 vs. 1994)
- Regional Dentifrice Sales Follow Population Share
- [Table] Use of Dentifrice: By Region (1994)
- The Marketers
The Marketers
- At Least 100 Dentifrice Marketers
- Packaged Goods Companies, Pharmaceutical Houses,
- and Specialists
- Marketers Have Multiple Brands or Extensions
- [Chart] Leading Dentifrice Marketers and Their Brands
Company Shares
- In Toothpaste, Procter & Gamble, Other Leaders Give Up
- Share to Unilever/Chesebrough Pond's
- [Table] Share of Toothpaste (and Gel) Retail Dollar Sales:
By Marketer (1993-1994)
- In Toothpowder, Telebrands Damages Standing of
- Carter-Wallace and CCA
- [Table] Share of Toothpowder/Toothpolish Retail
Dollar Sales: By Marketer (1993-1994)
Brand Shares
- Mentadent Steals Share from Toothpaste Leaders
- [Table] Share of Toothpaste (and Gel) Retail Dollar Sales:
By Brand (1993-1994)
- Dental White's Rise to Second Hurts Pearl Drops,
- Plus + White, Others
- [Table] Share of Toothpowder/Toothpolish Retail
Dollar Sales: By Brand (1993-1994)
The Competitive Situation
- Some Intersegment Competition
- Three Dentifrice Leaders Are Global Marketers with Deep Pockets
- In Crest, Procter & Gamble Has Towering Brand Equity
- P & G's Introduction to Watch: Crest Gum Care
- P & G's Retail Leverage
- Colgate-Palmolive Spends $40 Million on One New Rollout
- Colgate-Palmolive's Platinum Undercuts Rembrandt on Price
- Global Marketer Colgate Was Ideal Purchaser of Vipont
- P & G and Colgate-Palmolive Both Ready to Roll Out
- Triclosan Dentifrice
- Unilever/Chesebrough-Pond's Two-Tiered Approach
- Church & Dwight's Premium Niche Is Threatened
- Den-Mat Branches Out from the Whitening Function
- Direct to Retail and Telebrands Use Direct Response to
- Leverage Retail
- Expect Warner Wellcome to Enter Dentifrice Arena
Marketing Trends
- Dentifrice Marketers Mine the Niches
- Upscale Is a New Key
- Heavier Promotions
- Some Marketers Eroding Higher Price Points
New Product Trends
- Many New Whiteners
- Baking Soda Formulations Still Popular
- More Peroxide Formulations
- Natural Dentifrices
- Multipurpose Dentifrices
- Children's Dentifrices
- [Chart] Selected New Dentifrice Introductions:
By Marketer and Brand (1993-1995)
Consumer Advertising Expenditures
- Ad Spending at $178 Million in 1994
- Network Television the Preferred Ad Medium
- [Graphic] Share of Dentifrice Marketers' Consumer
Advertising Expenditures: By Media (1994)
- P & G Far Outspends All Rivals, at $57 Million
- Unilever/Chesebrough-Pond's Ups Budget to $33 Million
- Colgate-Palmolive Increases Spending to $30 Million
- SmithKline Beecham Cuts Spending by 25%, to $18 Million
- Church & Dwight Spends $11.5 Million
- Block Drug and Den-Mat Each Spend About $7 Million
- CCA, Gillette, and Carter-Wallace Spend in $1 Million-
- $5 Million Range
- [Table] Dentifrice Marketers' Consumer Advertising
Expenditures: 1993-1994
Consumer Advertising Positioning
- Dentifrice as Preventive Medicine
- Professional Recommendation
- A Tingly Taste
- Price Themes Infrequent
- Whiter Teeth = More Love
- Appealing to African-American Pride
- Peroxide's Foaming Action
- The All-Round Dentifrice
- Beyond Whitening
Consumer Promotions
- Promotions on the Rise
- Mostly Couponing
- Product Tie-Ins
- Charitable Tie-Ins
Trade Advertising
- Trade Advertising Is Frequent
- Distribution And Retail
At the Retail Level
- In Supermarkets, Wide Range of Margins Averages
- Out to 22%-25%
- Margins Lower at Chain Drug and Discount Outlets
- A Broadening Assortment
- Dentifrice Retailers Advised to Balance Low and High Ends
- Retail Pricing Data
- The Consumer
The Consumer
- Over 93% of Americans Use Dentifrice
- Most Use Dentifrice Twice Daily
- [Graphic] Rate of Dentifrice Use (1994)
- Demographics Have Almost No Influence on Toothpaste Use
- Heavy Use Predicted by Several Factors, Including Age,
- Income, and Race
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By All and Heavy Users (1994)
- Paste the Most Widely Used Form
- [Table] Use of Dentifrice: By Form (1994)
- Newer Forms Have Younger Users
- Gel/Paste Form Has Most Upscale User
- [Table] Demographic Characteristics Favoring Use
of Dentifrice: By Form (1994)
- Regular Flavor Most Popular
- [Table] Use of Dentifrice: By Flavor (1994)
- Age, Race, Children Are Predictors of Flavor Used
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Flavor (1994)
- Regular Tube Most Popular Packaging
- [Table] Use of Dentifrice: By Type of Dispenser (1994)
- Variations Upon Regular Tube Have Young, Affluent Users
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Dispenser (1994)
- Adults Make Their Own Brand Choice
- [Table] Who Chooses Dentifrice Brands (1994)
- Crest and Colgate Are Most Popular Brands
- Brand Loyalty Weak in This Category
- [Table] Use of Dentifrice: By Brand (1994)
- Consistent Race Factors in Brand Use
- Age, Education, and Income Also Predict Brand Selection
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Brand (1994)
The Mouthwash And Breath Freshener Category
- The Products
The Products
- Mouthwashes Classed as Therapeutic or Cosmetic
- Mouthwash in Regular and Concentrated Forms
- Mouthwash Ingredients
- Mouthwash Niche Products
- Most Breath Fresheners in Sprays or Drops
- Breath Freshener Niche Products
- The Market
- [Graphic] Retail Sales of Mouthwash and Breath
Freshener: 1990-2000
Market Size and Growth
- Mouthwash/Breath Freshener Category Slowly
- Declines to $825 Million in 1994
- Mouthwash Sales, at $790 Million, Beginning to Stabilize
- Breath Fresheners Climb to $35 Million
- Mouthwash Segment Hampered by Value Consciousness
- and Efficacy/Safety Concerns
- Breath Fresheners Driven by Convenience and Multipacks
- [Table] Retail Dollar Sales and Growth of Mouthwash
and Breath Freshener: 1990-1994
Factors in Future Growth
- Consumers' Continuing Value Consciousness Will
- Hurt Mouthwash
- FDA, Media Keep Pressuring Mouthwash Marketers
- New Products Could Rescue Mouthwash Segment
- A Graying America to Have Little Effect on Mouthwash Sales
- Breath Fresheners to Continue Benefiting from Convenience
- Factor, Plus Merchandising
Projected Sales
- Mouthwash/Breath Freshener Sales to Crawl to
- $875 Million by Year 2000
- Mouthwash in Halfhearted Revival to $826 Million
- A Maturing Breath Freshener Segment Will Reach $49 Million
- [Table] Projected Retail Dollar Sales and Growth
of Mouthwash and Breath Freshener: 1994-2000
Market Composition
- Mouthwash Accounts for Most of Category Sales
- Therapeutic Mouthwash Outsell Cosmetic
- Baking Soda Mouthwashes Account for 16% of Sales
- Most Breath Fresheners Are Sprays
- Grocery Stores Sell the Most Mouthwash
- [Graphic] Share of Mouthwash Retail Dollar Sales,
By Outlet (1992 vs. 1994)
- Per Capita Mouthwash Use Highest in South
- [Table] Use of Mouthwash: By Region (1994)
- The Marketers
The Marketers
- About 90 Mouthwash Marketers
- Important Mouthwash Marketers Are Mostly
- Large International Operations
- A Handful of Breath Freshener Marketers
- [Chart] Leading Mouthwash and Breath Freshener
- Marketers and Their Brands
Marketer Shares
- Warner Wellcome Steady at Helm of Unchanged
- Mouthwash Ranks
- Private Label Marketers Still Advancing
- [Table] Share of Mouthwash Retail Dollar Sales:
By Marketer (1993-1994)
- Breath Freshener Leader Reckitt & Colman Loses Share
- [Table] Share of Breath Freshener Retail Dollar Sales:
By Marketer (1993-1994)
Brand Shares
- Listerine Dominates Little-Changed Mouthwash Brand Ranks
- [Table] Share of Mouthwash Retail Dollar Sales:
By Brand (1993-1994)
- Binaca Still Commanding Breath Freshener Segment,
- Despite Shrinking Lead
- [Table] Share of Breath Freshener Retail Dollar Sales:
By Brand (1993-1994)
The Competitive Situation
- Warner Wellcome, a Joint Venture Between Warner-
- Lambert and Burroughs Wellcome
- Warner Wellcome Forced to Update Listerine
- Warner Wellcome Bravely Repackages Listerine
- Procter & Gamble Benefits from Criticism of Therapeutics
- P & G: Scope's Therapeutic Extension and New Copositioning
- Pfizer Reformulates Plax, Waits Out Controversy
- Unilever Banks on Unique Packaging
- Den-Mat Banks on Premium Cachet for Rembrandt
- Private Label Mouthwash Marketers Flourish
Market Trends
- Mouthwash Marketers Continue to Stress Both Cosmetic
- and Therapeutic Product Aspects
- Niche Products Take Hold of Mouthwash and Breath
- Freshener Category
- In Mouthwash Segment, Emphasis on Private Label
- For Breath Fresheners, More Intense Merchandising
New Product Trends
- Reduced Alcohol and Alcohol-Free Formulations
- Baking Soda Mouthwashes
- Peroxide Mouthwashes
- Natural Formulations
- Antiplaque Mouthwashes
- Antistain Mouthwashes
- Breath Fresheners: Alcohol-Free, Sugar-Free, and
- Natural Products
- [Chart] Selected New Mouthwash and Breath Freshener
- Introductions: By Marketer and Brand (1993-1995)
Consumer Advertising Expenditures
- At $78.5 Million, Mouthwash Ad Spending Barely Changes in 1994
- Television Preferred by Mouthwash Marketers
- [Graphic] Share of Mouthwash Marketers' Consumer
- Advertising Expenditures: By Media (1994)
- Warner Wellcome Spends $34 Million, Leads Five
- Major Advertisers
- Procter & Gamble Supports Scope with $22.5 Million
- Pfizer Increases Budget for Plax to $12.5 Million
- Gillette Spends $6 Million on Oral-B
- Den-Mat Eases Off to $2.5 Million
- [Table] Mouthwash Marketers' Consumer Advertising
Expenditures: 1993-1994
Consumer Advertising Positionings
- Exciting Flavor
- Mouthwash Therapeutic Values
- Fights Morning Breath and Evening Breath
- "Baking Soda Clean"
- Alcohol Free
- Professional Recommendation
Consumer Promotions
- Couponing Is Predominant Mouthwash Promotion
- Oral Hygiene Coupon Tie-Ins
- Merchandise Offers Infrequent
- Free Mouthwash In-Pack
- Mouthwash Sampling
- A Dig-Up-Your-Basement Promotion by Warner Wellcome
Trade Advertising
- Trade Advertising a Valuable Strategy
- Distribution And Retail
At the Retail Level
- Grocery Stores Dominate Mouthwash Retail Sales
- Supermarket Mouthwash Margins Estimated at 21% to 27%
- Mouthwash Margins Lower at Chain Drugstores, Discounters
- Private Labels, Upscale Items Bolster Mouthwash Profits
- Retailers Actively Run Mouthwash Promotions,
- Set Special Displays
- New Mouthwash Packages Make Impressive Facings
- Mouthwash Brands Deeply Stocked
- Breath Freshener Margins High, at 25% to 50%
- Retail Pricing Data
- The Consumer
The Mouthwash Consumer
- Almost Two-Thirds of Americans Use Mouthwash
- Moderate Use Most Common Among Mouthwash Users
- [Graphic] Rate of Mouthwash Use (1994)
- African-Americans Most Likely to Use Mouthwash
- Four Demographic Factors Influence Heavy Use of Mouthwash
- [Chart] Demographic Characteristics Favoring Use
of Mouthwash: All Use and Heavy Use (1994)
- Adults Choose Their Own Mouthwash Brands
- [Table] Who Chooses Mouthwash Brands: 1994
- Listerine and Scope Are Most Popular Brands
- One in Two Mouthwash Users Is Brand Loyal
- Age Is a Major Discriminator in Brand Selection
- Plax and Signal Strong in Northeast
- Fewer than 9% of Americans Use Breath Freshener
- [Chart] Demographic Characteristics Favoring Use
of Mouthwash: By Brand (1994)
The Toothbrush Category
- The Products
The Products
- Toothbrush Sizes and Bristle Grades
- Materials
- Toothbrush Designs
- The Market
- [Graphic] Estimated and Projected Retail Sales
of Toothbrushes (1990-2000)
Market Size and Growth
- Toothbrush Sales Grow Slowly, Reaching $575 Million in 1994
- High-Tech Toothbrushes Have Driven Category
- [Table] Retail Dollar Sales and Growth of Toothbrushes: 1990-1994
Factors in Future Growth
- A Positive Atmosphere for Toothbrush Sales
- Toothbrush Market to Show Maturity, but Very Gradually
- Americans Changing Toothbrushes More Often
- Still Good Potential for Innovation
- Competition Will Force Prices Lower
Projected Sales
- Toothbrush Sales to Exceed $740 Million in Year 2000
- [Table] Projected Retail Dollar Sales and Growth
of Toothbrushes: 1994-2000
Market Composition
- Premium Toothbrushes Account for One-Third of Category Sales
- Children's Toothbrushes Account for 13% of Sales
- Grocery Stores Still Dominate Toothbrush Sales,
- but Lose Share to Discounters
- [Graphic] Share of Toothbrush Retail Dollar Sales:
By Outlet (1992 vs. 1994)
- South Has Largest Share of Sales
- [Table] Use of Toothbrushes: By Region (1994)
- The Marketers
The Marketers
- At Least 200 Toothbrush Marketers
- A Broad Range of Companies Involved
- Most Marketers Field Single Brand, but a Few Have More
- [Chart] Leading Toothbrush Marketers and Their Brands
Marketer and Brand Shares
- Colgate-Palmolive and Gillette Are Close Rivals for
- Toothbrush Dominance
- Johnson & Johnson and Procter & Gamble Occupy
- a Middle Echelon
- Other Marketers at 5% or Less
- Private Label Marketers Fairly Strong
- Brand Shares Mirror Marketer Shares
- [Table] Share of Toothbrush Retail Dollar Sales:
By Marketer (1993-1994)
The Competitive Situation
- Competition Almost Completely by Product Attribute
- Colgate-Palmolive's Diverse Colgate Line
- Gillette's Oral-B: A Bit More Distinctive— and the
- Leader in Drugstores
- Procter & Gamble Depends on Crest Complete
- Other Marketers, Other Features
- Kids' Toothbrush Arena Shaped by Extensions, Licenses,
- Gimmicks
Marketing Trends
- Again, Advanced Product Features Emphasized
- But Low, Middle, High Price Tiers Maintained
- More Advertising and Promotion
- More Targeting of Children and Parents
Product Trends
- High-Tech Toothbrushes
- Children's Toothbrushes
- Much Revision of Existing Products
- New Models to Accommodate Price Strategies
- [Chart] Selected New Toothbrush Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Toothbrush Ad Spending at $70.5 Million
- Network Television Again Preferred
- [Graphic] Share of Toothbrush Marketers' Consumer
Advertising Expenditures: By Media (1994)
- Procter & Gamble Dominates, Spending $23.5 Million in 1994
- Johnson & Johnson Spends $15 Million
- Gillette Doubles Expenditures to $13 Million
- Colgate-Palmolive Supports Lines with $11 Million
- SmithKline Beecham Boosts Budget to $7.5 Million
- [Table] Toothbrush Marketers' Consumer Advertising
Expenditures 1993-1994
Consumer Advertising Positioning
- Toothbrush Features
- Better Dental Health
- Professional Recommendation
Consumer Promotions
- Coupons Are King
- Tie-Ins Are Also Used Extensively
- "Twofer" and "Threefer" Offers
Trade Advertising
- Toothbrush Trade Advertising Is Common
- Distribution And Retail
At the Retail Level
- High Supermarket Margins for New Generation of Toothbrushes
- Margins Lower at Many Other Outlets
- Wide Assortments Are Typical
- Colorful Kids' Toothbrushes Good for the Mix
- Much Cross-Merchandising of Kids' Brushes
- Retailers Expand High End, but Continue to Stock Lower
- Toothbrush Retail Pricing Data
- The Consumer
The Toothbrush Consumer
- Over 90% of Adults Use Toothbrushes
- Toothbrush Use Crosses All Demographics
- Half of Users Prefer Medium Bristle Firmness
- [Table] Use of Toothbrushes: By Bristle Firmness (1994)
Gender Often Affects Bristle Choice
- Hard and Soft Bristle Users Have Opposite Profiles
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Bristle Grade (1994)
- Straight-Handled Brushes More Popular than Angled
- More Distinct User Profile for Angled-Handle Toothbrushes
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Handle Shape (1994)
- Most Pick Their Own Toothbrush Brands
- [Table] Who Chooses Toothbrush Brands: 1994
Oral-B Is Most Popular Brand
- Some Strong Toothbrush Brand Loyalty
- [Table] Use of Toothbrushes: By Brand (1994)
Most Major Brands Have Greater Appeal Among Younger Adults
- For Some Brands, Use Distinguished by Features of Affluence
- Some Brands Have Wider Appeal Among African-Americans
- Geography Sometimes Influences Brand Selection
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Brand (1994)
The Denture Products Category
- The Products
The Products
- Denture Products Mainly Adhesives and Cleansers
- Adhesives
- Cleansers
- Other Products Have Insignificant Sales
- The Market
- [Table] Retail Dollar Sales of Denture Products:
By Product Type (1990-2000)
Market Size and Growth
- Denture Product Sales Total $459 Million in 1994
- A Graying America Drives Category
- Denture Adhesives at $235 Million
- Denture Cleansers in Slight Surge to $224 Million
- [Table] Retail Dollar Sales and Growth of
Denture Products: 1990-1994
Factors in Future Growth
- America "Grays"—But Improved Dental Care Dampens
- Denture Products Growth
- Product Innovation Will Be an Occasional Spur
Projected Sales
- Denture Products to Reach $580 Million by 2000
- Denture Adhesives to Total $297 Million
- Denture Cleansers to Climb to $283 Million
- [Table] Projected Retail Dollar Sales and Growth
of Denture Products: 1994-2000
Market Composition
- Adhesive and Cleanser Sales in Close Ratio
- Tablets Are Dominant Cleanser Form
- Drugstores Account for Most Denture Product Sales
- [Graphic] Share of Denture Product Retail Dollar Sales:
By Outlet (1992 vs. 1994)
- Denture Products Sales Highest in South
- [Table] Use of Denture Products: By Region (1994)
- The Marketers
The Marketers
- About 70 Companies Market Denture Products
- Leaders Mostly Large Packaged Goods Companies
- Marketers Prefer Multiple Brands
- Only Block Drug Has Significant Presence in Both Segments
- [Chart] Leading Denture Products Marketers and Their Brands
Marketer Shares
- Denture Products Ruled by Block Drug, P & G,
- and Warner Wellcome
- [Table] Share of Denture Products Retail Dollar Sales:
By Marketer (1994)
- P & G Commands the Adhesives Segment
- [Table] Share of Retail Dollar Sales of Denture Adhesives:
By Marketer (1993-1994)
- Cleanser Tablet Segment Owned by Warner- Wellcome,
- Block, and Private Label
- Block Accounts for Three-Quarters of Paste/Powder
- Cleanser Sales
- [Table] Marketer Share of Retail Dollar Sales
of Denture Cleansers: By Product Form (1993-1994)
Brand Shares
- Fixodent Is Leading Denture Adhesive
- [Table] Share of Retail Dollar Sales of Denture
Adhesives: By Brand (1993-1994)
- Efferdent and Polident Are Only Major Cleanser Tablet Brands
- [Table] Share of Retail Dollar Sales of Denture Cleansers
in Tablet Form: By Brand (1993-1994)
- Dentu- Line Far Outclasses Other Paste/Powder Cleansers
- [Table] Share of Retail Dollar Sales of Denture Cleansers
in Paste or Powder Form: By Brand (1993-1994)
The Competitive Situation
- A Narrow Playing Field
- Block's Multilabel, Niche Approach
- Warner Wellcome Positions Efferdent Aggressively
- Other Warner Wellcome Strategies
- Private Label Marketers Ideally Poised
- Combe, with Sea Bond, Is Still on the Rise
- Den-Mat Brings Upscale Image to Denture Products
New Product Trends
- No Real Patterns to Denture Product Introductions
- [Chart] Selected New Denture Product Introductions:
By Marketer and Brand (1992-1994)
Consumer Advertising Expenditures
- Denture Products Receive Ad Support of $39 Million
- Television Is Only Medium
- [Graphic] Share of Denture Products Marketers'
Consumer Advertising Expenditure: By Media (1994)
- Block Drug Allots $13 Million, Leads Four Major Spenders
- Procter & Gamble Gives Fixodent $12.5 Million
- Warner Wellcome Spends $11.5 Million
- Combe Maintains $2 Million Level for Sea Bond
- [Table] Denture Product Marketers' Consumer
- Advertising Expenditures: 1993-1994
Consumer Advertising Positioning
Consumer Advertising Promotions
- Coupons Are Most Common Denture Product Promotion
- Some Cross-Promotion
- A Free Point-of-Purchase Booklet
Trade Advertising
- Trade Ads for Denture Products Are Rare
- Distribution And Retail
At the Retail Level
- Healthy Profits on Denture Products
- Marketers' Packaging and Assortments Beef Up Displays
- Denture Product Retail Pricing Data
- The Consumer
The Consumer: Denture Adhesives
- About 8% of Adults Use Denture Adhesives
- Women Are More Likely to Use Adhesives
- An Older Profile
- [Table] Denture Adhesive Users: By Age (1994)
- Racial and Regional Prominences
- [Chart] Demographic Characteristics Favoring Use
of Denture Adhesives: By All Users (1994)
- Fixodent the Most Popular Brand
- A High Degree of Brand Loyalty
- [Table] Use of Denture Adhesives: By Brand (1994)
- No Surprises in Fixodent Use
- [Chart] Demographic Characteristics Favoring Use
of Denture Adhesives: By Brand (1994)
The Consumer: Denture Cleansers
- Over 15% of Adults Use Denture Cleansers
- Moderate Use of Cleansers Is Most Prevalent
- [Graphic] Rate of Denture Cleanser Use (1994)
- Again, Women Are the More Likely Users
- As with Adhesives, Cleanser Use Skews to an
- Older Demographic Profile
- Heavy Use Distinguished by Racial and Regional Factors
- [Chart] Demographic Characteristics Favoring Use
of Denture Cleansers: By All Use and Heavy Use (1994)
- Efferdent and Polident Are Most Popular Cleansers
- Cleanser Users Are Brand Loyal
- [Table] Use of Denture Cleansers: By Brand (1994)
- Efferdent and Polident Users Differ Little from All Users
- [Chart] Demographic Characteristics Favoring Use
of Denture Cleansers: By Brand (1994)
The Dental Floss Category
- The Products
The Products
- The Purpose of Flossing
- Floss in String or Tape Form
- Waxed and Unwaxed, Flavored and Unflavored
- On Bobbins or in Strands
- The Market
- [Graphic] Retail Dollar Sales of Dental Floss (1990-1994)
Market Size and Growth
- Floss Sales Total $142 Million in 1994
- The "Brush and Floss" Dictum Drives Floss Sales
- [Table] Retail Dollar Sales and Growth of Dental Floss: 1990-1994
Factors in Future Growth
- Of Course, Advice to Floss Will Continue
- Category Is Far from Saturation
- Lots of New Product Activity
- The Extra Work of Flossing Is a Negative
Projected Sales
- Floss Sales to Reach $183 Million at Turn of Century
- [Table] Projected Retail Dollar Sales and Growth of Dental Floss: 1994-2000
- Market Composition
- Drugstores Account for Most Dental Floss Sales
- [Graphic] Share of Dental Floss Retail Dollar Sales:
By Outlet (1992-1994)
- Floss Sales Strongest in South
- [Table] Use of Dental Floss: By Region (1994)
- The Marketers
The Marketers
- About 60 Companies Market Dental Floss
- A Pharmaceutical House Leads the Field
- Most Marketers Are Involved in Other Oral Hygiene Categories
- [Chart] Leading Dental Floss Marketers and Their Brands
Marketer Shares
- Johnson & Johnson Loses Some Share, but Still
- Commands Floss Category
- Private Label Marketers Also Strong—and Challenged
- [Table] Share of Dental Floss Retail Dollar Sales:
By Marketer (1993-1994)
Brand Shares
- Johnson & Johnson Brand Hurt, Yet Dominant
- [Table] Share of Dental Floss Retail Dollar Sales:
By Marketer (1993-1994)
The Competitive Situation
- Gillette, Others Put Pressure on Johnson & Johnson
- W.L. Gore in Floss Limelight
- Competition Will Intensify
Marketing Trends
- Floss Is Heavily Cross-Promoted
- More New Product Introductions
- Otherwise, Little High-Visibility Marketing
Product Trends
- Floss Innovations, but No Clear-Cut Trends
- [Chart] Selected New Dental Floss Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Floss Ad Spending Still Small
- Much Hidden Expenditure
- Gillette the Only Significant Spender
- W.L. Gore Is Only Other Advertiser
Consumer Advertising Positioning
- Floss Ads Stress Product Features and Dental Health
Consumer Promotions
- Floss Coupons and Cross-Promotions Are Common
- Free Floss with Another Oral Hygiene Purchase
- Distribution And Retail
At the Retail Level
- In Supermarkets, Floss Margins Are Strong
- Shelves, Racks, Clip-Strips
- Floss Retail Pricing Data
- The Consumer
The Consumer
- About 55% of Adults Floss
- Evening Flossing Is Most Popular
- [Table] Use of Dental Floss: By Time of Day (1994)
- Heavy Users Account for Most Usage
- [Graphic] Dental Floss Rate of Use (1994)
- Similar Profiles for All and Heavy Users
- Use More Prevalent Among Women
- Baby Boomers Are Most Likely to Use
- Affluence, Education, White-Collar Occupations Predict Use
- [Chart] Demographic Characteristics Favoring Use
of Dental Floss: By All Use and Heavy Use (1994)
- Johnson & Johnson Is Most Popular Floss
- A High Degree of Brand Loyalty for Johnson & Johnson
- J & J and Oral-B User Profiles Parallel All Users
- [Chart] Demographic Characteristics Favoring Use
of Dental Floss: By Brand (1994)
The Electric Dental Appliances Category
- The Products
The Products
- Two Basic Electric Appliances: Toothbrushes and Oral Irrigators
- Electric toothbrush
- Oral irrigator
- Variations Upon the Basic Types
- Brush Heads and Nozzles
- The Market
- [Graphic] Retail Dollar Sales of Electric Dental
Appliances (1990-2000)
Market Size and Growth
- Dental Appliance Sales at $229 Million in 1994
- Professional Recommendation, Reviving Economy,
- New Products All Drive Category
- [Table] Retail Dollar Sales and Growth of Electric
Dental Appliances: 1990-1994
Factors in Future Growth
- Excellent Potential for Appliance Penetration
- Growth in Prime User Population
- Professional Recommendation
- Gadget/Niche Appeal
- Oral Health Justifies the Investment
- The Replacement Factor
- [Table] Life Expectancy and Replacement Projections
for Electric Dental Appliances
Projected Sales
- Appliance Sales to Shoot to $319 Million by 2000
- [Table] Projected Retail Dollar Sales and Growth
of Electric Dental Appliances: 1994-2000
Market Composition
- Electric Toothbrushes Account for Most Sales
- [Graphic] Electric Dental Appliances Share
of Retail Dollar Sales: By Product Type (1994)
- Electric Toothbrush Sales Evenly Spread Among Outlets
- Appliances Sales Rocket in Last Quarter
- Per Capita Sales of Electric Toothbrushes Are Strongest in the West
- [Table] Regionality of Electric Toothbrush Use: 1994
- The Marketers
The Marketers
- Only 45 Electric Dental Appliance Marketers
- A Diversity of Companies
- [Chart] Leading Electric Dental Appliance Marketers
and Their Brands
Company and Brand Share
- Fragmentation of Market Hinders Data
- Gillette/Braun Has Overtaken Bausch & Lomb
- Same Top Two in Electric Toothbrush Segment
- Teledyne Is Premier Marketer of Oral Irrigators
The Competitive Situation
- Background: Since 1988, a Matter of Design and Price
- A Familiar Pattern of Entry
- Gillette Mates Two Compatible Brand Images to Win Dominance
- To Fight Back, Bausch & Lomb Revises Line, Mounts
- Promo and Ad Campaigns
- Teledyne Extends Brand Franchise to Higher Price Tier
- Teledyne's Aggressiveness on Behalf of SenSonic
- Among the Exotics: Sonex and Oralgiene
Marketing Trends
- Distinctive Technology
- Promotions, Including Longer Warranties, Stepped Up
- ADA Seal Now the Norm for Electric Dental Appliances
- Dental and Direct Response Channels Still Viable
Product Trends
- New or Improved Technologies
- Ergonomic Design
- Rechargeable/Recyclable Batteries
- Electric Toothbrush Units That Can Be Used
- with Ordinary Dentifrice
- [Chart] Selected New Dental Appliances Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Appliance Ad Spending Nearly Doubles
- Television Receives Most Appliance Ad Dollars
- [Graphic] Electric Dental Appliances Share
of Consumer Advertising Expenditures: By Media (1994)
- Gillette Spends $6 Million, Leads Top-Spending Trio
- Bausch & Lomb and Teledyne Only Other Million Dollar Spenders
- [Table] Electric Dental Appliance Marketers'
Consumer Advertising Expenditures: 1993-1994
Consumer Advertising Positioning
- Ability to Remove Plaque, Fight Gingivitis
- Superior Technology
Consumer Promotions
- Promotions Growing, but Still Limited
- Longer Warranties
Trade Advertising
- Advertising to the Professional
- Retail Trade Ads Less Technical
- Examples of Trade Ads
- Distribution And Retail
At the Retail Level
- Sales of Appliances Spread Over Full Range of Outlets
- Electric Dental Appliance Margins Focused Within 30% to 40%
- Much Freedom of Display
- Retailers' Attitudes Vary
- The Consumer
The Consumer: Electric Toothbrushes
- Just 7% of Adults Use Electric Toothbrushes
- Men Are More Avid Users
- Cords Preferred
- Most Electric Toothbrush Users Probably Baby Boomers
- [Table] Electric Toothbrush Use: By Age (1994)
- A Decidedly Upscale Profile
- Race Predicts Use
- Western Residency Favors Use
- Most Consumers Still Do Not Know Electric Dental
- Appliance Brands
- [Chart] Demographic Characteristics Favoring Use
of Electric Toothbrushes: By All Users (1994)
The Consumer: Oral Irrigators
- Over 5% of Adults Use Oral Irrigators
- Once Again, Baby Boomers Prominent
- [Table] Oral Irrigator Use: By Age (1994)
- Oral Irrigator User Profile Is Not Affluent
- Oral Irrigator Use Favors Electric Toothbrush Use
- [Chart] Demographic Characteristics Favoring Use
of Oral Irrigators: 1994
International Oral Hygiene Markets
- Oral Hygiene In Western Europe
The Market
- Market Estimated at $3 Billion
- Factors Influencing Growth
- Market Growth Will Exceed Inflation
- Government Regulation
The Marketers
- Several Marketers Dominate
- Marketing and New Product Trends: General
- Clear Product Trend Arrives
- Novelty Important in Children's Market
- Homeopathic Claims Encourage New Flavors
- Marketing and New Product Trends: Dentifrice
- Dentifrice Mature Category Dependent on New Developments
- Baking Soda an Important New Formulation
- Total Care Another New Area
- New Whitening Launches
- Standard Market Segmentation
- Toothpaste/Mouthwash Combinations
- Marketing and New Product Trends: Toothbrushes
- More Frequent Purchase Cycles
- Shift Toward Professional-Type Brushes
- Children's Toothbrushes Growing in Importance
- Small but Growing Market for Interdental Brushes
- Marketing and New Product Trends: Mouthwash/
- Breath Fresheners
- Plax Stimulates the Market
- Emphasis on Therapeutic Benefits
- Sugar-Free Chewing Gums Are Active
- Marketing and New Product Trends: Denture Products
- Marketing and New Product Trends: Electric Dental Appliances
- Oral Hygiene In The United Kingdom
The Market
- Market Placed at 380 Million Pounds Sterling
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Steady Growth Projected
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice the Largest Category
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Register 26% of Oral Hygiene Sales
- Mouthwash/Breath Fresheners Credited with 16% Share
- Retail Sales of Denture Products Estimated at £30 Million
- Dental Floss a Small Category
The Marketers
- Colgate and SmithKline Beecham Together Dominate
- Dentifrice Category
- [Table] Share of Toothpaste Retail Sales: By Marketer (1994)
- Five Companies Hold Double-Digit Shares of Toothbrush Category
- [Table] Share of Toothbrush Retail Sales: By Marketer (1994)
- Warner Wellcome and Colgate Together Register Half of Mouthwash/Breath Fresheners Sales
- [Table] Share of Mouthwash/Breath Fresheners Retail Sales:
By Marketer (1994)
- Reckitt & Colman Dominates Denture Products
- [Table] Share of Dental Products Retail Sales: By Marketer (1994)
- Three Marketers Represent Three-Quarters of Dental Floss Sales
- [Table] Share of Dental Floss Retail Sales: By Marketer (1994)
Distribution
- Supermarkets Register 50% of Sales
- Dental Surgeries Important to Toothbrush Sales
- [Table] Toothbrush Brand Shares in Dental Surgeries: 1994
The Consumer
- Oral Hygiene In France
The Market
- Market Placed at FF 3.1 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Market Expected to Reach FF 4.3 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrices Contribute Two-Thirds of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Fast Growing Category
- Mouthwash/Breath Fresheners Is Fastest Growing Segment
- Denture Cleansers and Adhesives Category Small but Growing
- Dental Floss Smallest Category
The Marketers
- Elida Gibbs-Faberge Leads Dentifrice Market
- Elida Gibbs-Faberge Dominates Toothbrush Category
- Colgate-Palmolive Leads Mouthwash Category
- Stafford Miller Dominates Denture Products
- Goupil/L'Oreal Dominates Dental Floss
Distribution
- Supermarkets Account for More than 80% of Sales
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet Type (1994)
The Consumer
- Younger People and Women Are Best Customers
- Oral Hygiene In Germany
The Market
- Market Approached DM 1.8 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Market Projected to Reach DM 2.3 Billion in 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Contributes 45% of Market Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Account for More than One in Five Sales
- Denture Cleansers and Adhesives See Slow Growth
- Mouthwash/Breath Fresheners
The Marketers
- Blendax (P & G) Dominates
- Blendax Strong in Dentifrice
- Blendax Dominates the Toothbrush Category
- Mouthwash Dominated by Lingner und Fischer
- Corega and Kukident Hold 80% of Denture Products Category
Distribution
- [Graphic] Oral Hygiene Product Retail Sales: By Outlet (1993)
- The Consumer
- Oral Hygiene In Spain
The Market
- Market Estimated at Pta 23.19 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Sales to Exceed Pta 32 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Represents Almost 70% of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Account for 14% of Oral Hygiene Sales
- Mouthwashes and Breath Fresheners Post 13% of Sales
- Sales of Denture Cleansers and Adhesives Flat
- Dental Floss Is Very Small Category
The Marketers
- Colgate-Palmolive Leads Dentifrice Category
- BDF Nivea and Colgate-Palmolive Lead Toothbrush Category
- Henkel and Warner Wellcome Vie for Leadership
- of Mouthwash/Breath Fresheners Category
Distribution
- Supermarkets Account for 80% of Sales
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet (1994)
The Consumer
- Oral Hygiene Products In Italy
The Market
- Market Reached L 855 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Sales Will Pass L 1.2 Trillion in 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Register 13% of Market Sales
- Mouthwash/Breath Fresheners Fastest Growing Category
- Denture Cleansers and Adhesives Stagnant
The Marketers
- Elida Gibbs/Unil-It Leads Dentifrice Market
- Elida Gibbs Also Leads in Toothbrushes
- Colgate Dominates Mouthwash/Breath Fresheners
Distribution
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet Type (1993)
- The Consumer
- The Market In Western Europe For
Electric Dental Appliances
The Market
- Sales of Electric Dental Appliances in Western Europe
- Placed at $39 Million
- [Table] Retail Sales and Growth of Electric Oral Appliances
in Western Europe: 1990-1994
- Great Potential
- [Table] Retail Sales and Growth of Electric Dental Appliances
in Western Europe: 1990-1994
- Rechargeable Appliances Dominate
- [Table] Share of Electric Dental Appliance Sales: By Product Type
The Marketers
- A Diversity of Companies
- Braun Dominates
- [Chart] Leading Electric Dental Appliance Marketers
and Their Brands
- Distribution
- The Oral Hygiene Market In Asia Pacific
And South Asia
Brief Overview of the Region
- The Market
- Market Size Estimates Not Available for All Countries
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Growth Opportunities Abound
The Marketers
- Global Marketers Are Evident
- Oral Hygiene In Japan
The Market
- Japanese Oral Hygiene Market Placed at Y 167 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Market Expected to Reach Y 199 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Share Sliding but Still Almost Two-Thirds of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Sales of Toothbrushes Increased 9% in 1994
- Mouthwash/Breath Fresheners Category Accounts for 5% of Sales
- Sales of Denture Products Fell Sharply
- Dental Floss Is Small Category
The Marketers
- Four Major Players
- Lion Corporation Dominates Dentifrice Category
- Lion Also Leads Toothbrush Category
- Morishita Jintan and Lion Corp. Control 80% to 85%
- of Mouthwash/Breath Fresheners Sales
Distribution
- Supermarkets Growing in Importance
- The Consumer
- Oral Hygiene In Eastern Europe
Brief Overview of the Region
- The Market
- Market Size Estimates Not Available for All Countries
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- The Marketers
- Distribution
- Oral Hygiene In Latin America
The Market
- Market Size Information Unavailable, but Growth Is Expected
- The Marketers
- Distribution
- The Consumer
Appendix I: Advertising Examples
- Dentifrice Consumer Advertising.
- Dentifrice Promotional Advertising
- Dentifrice Trade Advertising
- Mouthwash/Breath Freshener Consumer Advertising
- Mouthwash/Breath Freshener Promotional Advertising
- Mouthwash/Breath Freshener Trade Advertising
- Toothbrush Consumer Advertising
- Toothbrush Promotional Advertising
- Toothbrush Trade Advertising
- Denture Products Consumer Advertising
- Denture Products Promotional Advertising
- Denture Products Trade Advertising
- Electric Dental Appliance Consumer Advertising
- Electric Dental Appliance Trade Advertising
- Dental Floss Consumer Advertising
- Dental Floss Promotional Advertising
- International Advertising
Appendix II: Food Store Price Structure
- Explanation of Information
- Dentifrice
- Mouthwash/Breath Freshener
- Toothbrushes
- Denture Products
- Dental Floss
Appendix III: Company Profiles
Block Drug Company, Inc.
- Sales at $670 Million in Fiscal 1995
- Dental, Ethical, and Consumer Segments
- Block Drug's Consumer Brands
Church & Dwight Co., Inc.
- Sales Hover at About $500 Million
- Consumer Products and Specialty Products
- Arm & Hammer an Umbrella Consumer Brand
Colgate-Palmolive Company
- Worldwide Sales of $7.6 Billion in 1994
- Oral Care and Personal Care Account for Most Sales
- Global Brands
- Domestic Brands
- Colgate's International Stance
- International Oral Care Markets
Den-Mat Corporation
- Sales Estimated at $95 Million
- Active in Both Products and Services
- A Single Notable Consumer Brand
The Gillette Company
- Sales Jump to $6.1 Billion in 1994
- Gillette's Five Business Segments
- Gillette's Big Consumer Brands
Johnson & Johnson
- Sales of $15.7 Billion in 1994
- J & J's Three Business Segments
- Many Well-Known Brands
- International Position
Lion Corporation
- Sales Placed at $3.15 Billion in 1994
- Household Products Largest Segment
- Oral Healthcare
- International Operations
Pfizer, Inc.
- Net Sales Climb to $8.3 Billion
- Pfizer's Four Segments
- Some Well-Known Consumer Labels
The Procter & Gamble Company
- Net Sales of $30.3 Billion in 1994
- Five U.S. Business Segments
- P & G's Powerhouse Brands
- The International Division
Smith & Nephew
- Worldwide Sales of $1.48 Billion in 1994
- Consumer Healthcare
SmithKline Beecham Plc
- Sales Reach $9.9 Billion in 1994
- Three Business Segments
- Some Popular Consumer Brands
- International Oral Hygiene Products
Unilever Group
- Sales of $48 Billion in 1994
- Unilever's Four Main Business Segments
- A Powerful Stable of Consumer Brands
- International Stance
Warner-Lambert Company (Warner Wellcome Joint Venture)
- Net Sales of $6.4 Billion in 1994
- Joint Venture with Glaxo Wellcome
- Warner-Lambert's Three Business Segments
- Many Popular Consumer Brands
Appendix IV: Addresses Of Selected Marketers
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