Oral Care Products in the United States

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Published Apr 1, 2009 | 424 Pages | Pub ID: LA2041110

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Although consumer oral care has both hot product segments, and some struggling ones, the market as a whole is expected to achieve relatively decent progress during 2008-2014. Packaged Facts anticipates that retail sales will surpass $10.9 billion by the end of the six years, thus expanding a total of more than 20%, or by a robust $1.8 billion.

Based on Packaged Facts’ own estimates, it is clear that the dental preps category accounted for about 43%-45% of U.S. retail dollar sales of all oral care products, throughout 2004-2008. 

Breath control products gained strength during the same four years: The category had 34% of sales in 2008, having added 2.4 share-points since 2004; while implements/appliances gave up some share, losing 1.4 points during 2004-2008. 

Toothpaste, whiteners, sugarless gum, mouthwash, manual or electric toothbrushes, floss, and other oral care items retailed at $9.1 billion in 2008 — and $10.9 billion is possible by 2014.

Marketers have proven that this mature industry can still show growth. Americans already brush their teeth, and most gargle or pop breath mints, and yet pure innovation and outside-the-box positionings have sparked one profitable oral care fad after another. However, in 2009, sales of the once wildly popular $5 battery-operated toothbrush, of dissolvable breath strips, and of many dedicated whiteners, have long since faded.

What are the oral care market’s new dollar-drivers? What are the latest flashy strategies to lift brands out of the funk of market maturity? And will consumer oral care thrive or nosedive during these economic hard times? ...Packaged Facts’ new edition of The U.S. Market for Oral Care Products, 7th Edition is a manual for success — featured are detailed past and future sales estimates, IRI brand share data, extensive Simmons demographic profiles, and our usual insightful analysis. Also, the gameplans of Procter & Gamble, Colgate-Palmolive, Johnson & Johnson, and others are examined in depth.

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