The U.S. Market for Oral Care Products, 7th Edition

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

Special offer: now 20% off original price of $3,100

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.

Read an excerpt from this report below.

Report Methodology

The U.S. Market for Oral Care Products, 7th Edition is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how oral care products are sold through retail stores and consultation with industry executives. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Brand share data on oral care products sold through mass (that is, through supermarkets, chain drugstores, and mass merchandisers, excluding Wal-Mart) have been collected via store checkout scanners by Information Resources, Inc. (IRI).

Analysis of consumers’ purchase and use of oral care products is based on semi-annual surveys by Simmons Market Research Bureau, Inc., one of the leading compilers of demographic data in the United States.

Information about many new product introductions is provided by Product Launch Analytics, a Datamonitor service.

What You’ll Get in this Report

With The U.S. Market for Oral Care Products, 7th Edition, you and your marketing team will gain a comprehensive overview of the ins and outs of the oral care business. Most importantly, the report anchors oral care in the broader HBC world and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by extensive hard data presented in well-organized tables and charts.

The report addresses the following segments:

  • The Overall Market (including market size and composition, and projected market growth)

  • Dental Preparations (tooth cleaners, dedicated whiteners, denture products, and oral pain remedies)

  • Breath Control (gum, mouthwash, and breath fresheners)

  • Dental Implements and Appliances (manual toothbrushes, electric appliances, tools/accessories, and floss)

  • The Marketers (including discussions of specific marketer brand and market shares)

  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)

  • Retail and Internet Strategies

  • The Consumer (who’s buying what, and where)

  • Trends and Opportunities

If your company is already an established player in oral care, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the oral care consumer, then this report is a great intro to the oral care marketplace, and thus a launching pad for a successful venture.


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        •   Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, 2004-2014 (in millions of dollars)
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        •   Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars and percent)
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        •   U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2004-2008 (in millions of dollars)

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        •   Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2004-2008 (percent)
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        •   Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars)

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        •   Projected U.S. Population, by Age Bracket, 2008-2014* (in thousands)
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        •   Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2008-2014 (in millions of dollars)

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        •   Numbers of Significant* Oral Care Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
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        •   Share of U.S. Mass Retail* Dollar Sales of Consumer Oral Care Products, by Top 10 Marketers and Their Category Involvements, 2008 (in dollars)

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      • $277.00 Included
        •   U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2014 (in millions of dollars)
        •   Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008*
        •   Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months)
        •   Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)

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        •   U.S. Retail Dollar Sales of Natural/Organic Oral Care Products, 2004-2014 (in millions of dollars)
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        •   Common Tooth Cleaner Ingredients
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    • $272.00 Included
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        •   U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), 2004-2008
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        •   U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2008 (in millions of dollars)
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        •   Share of U.S. Retail Dollar Sales of Denture Products in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Type, 2006-2008 (percent)
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        •   Share of U.S. Retail Dollar Sales of Dental Preparations Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), by Segment, 2004-2008 (percent)
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        •   Use of Tooth Cleaners/Whiteners, by Marketing Region, 2008 (percentage of adults)
        •   Use of Whitening Gels and Strips, by Marketing Region, 2008 (percentage of adults)
        •   Use of Denture Cleansers, by Marketing Region, 2008 (percentage of adults)

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        •   Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Pain Remedies), 2008-2014 (in millions of dollars)

    • $302.00 Included

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        •   Numbers of Significant* Dental Preparations Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
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      • $204.00 Included
        •   Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Oral Pain Remedies) and Their Representative Brands, 2009

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        $93.00 Included

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        •   Share of U.S. Retail Dollar Sales of Tooth Cleaners (Pastes, Gels, Powders, Etc.), by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Oral Pain Remedies, by Marketer and Brand, 2005-2008*

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        •   Numbers of New Tooth Cleaners, by Country, 2007-2008

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        •   Numbers of New Tooth Cleaner Introductions, Worldwide by Company, 2008

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        •   Reports* of New Tooth Cleaner Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008
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        •   U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (in millions of dollars)
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        •   Share of U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (percent)
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        •   Use of Sugarless and Dental Chewing Gums, by Marketing Region, 2008 (in thousands of adults)
        •   Use of Mouthwash, by Marketing Region, 2008 (in thousands of adults)
        •   Use of Breath Mints and Dissolvable Breath Strips, by Marketing Region, 2008 (in thousands of adults)

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        •   Projected U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2008-2014 (in millions of dollars)

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        •   Numbers of Significant* Marketers of Breath Control Products in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
        •   Leading Marketers of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), and Their Representative Brands, 2009

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        •   Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2008*

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        •   Numbers of New Sugarless Gum SKUs, by Country, 2007-2008

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        •   U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Floss, and Tools and Accessories), 2004-2008 (in millions of dollars)
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        •   Share of U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Tools and Accessories, and Floss), 2004-2008 (percent)
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        •   Use of Manual Toothbrushes, by Marketing Region, 2008 (adults)

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        •   Projected U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Floss, and Tools and Accessories), 2004-2008 (in millions of dollars)

    • $263.00 Included
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        $93.00 Included

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        •   Numbers of Significant* Oral Care Implements/Appliances Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003 2008

      • $178.00 Included
        •   Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands, 2009

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        •   Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2008*

      • $108.00 Included
        •   Share of U.S. Retail Dollar Sales of Manual Dental Tools and Accessories, by Marketer and Brand, 2003-2008*

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        •   Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2008*

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        •   Numbers of New Manual Toothbrush Introductions, by Country, 2007-2008

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        •   Numbers of New Manual Toothbrush Introductions, Worldwide by Company, 2007-2008
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        •   Numbers of New Electric Toothbrush Introductions, by Country, 2007-2008

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        •   Numbers of New Electric Toothbrush Introductions, Worldwide by Company, 2007-2008
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    • $158.00 Included
      •   Competitive Profile: Church & Dwight Co., Inc.
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    • $203.00 Included
      •   Competitive Profile: Colgate-Palmolive Co.
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    • $292.00 Included
      •   Competitive Profile: Mars, Inc./Wm. Wrigley, Jr. Co.
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    • $360.00 Included
      •   Competitive Profile: The Procter & Gamble Company
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        $103.00 Included
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    • $171.00 Included
      •   Competitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary
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    • $133.00 Included
      •   Kiss My Face Corporation

    • $99.00 Included
      •   Lotte Holdings Co., Ltd./Lotte Confectionery Co., Ltd.

    • $108.00 Included
      •   Violight, Inc.

  • $611.00 Included
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      $93.00 Included

    • $305.00 Included
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      • $93.00 Included
        •   Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars)
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    • $154.00 Included
      •   Retailer Profile: The Carlyle Group/Alliance Boots PLC
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    • $104.00 Included
      •   Retailer Profile: CVS Caremark Corporation
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        $93.00 Included
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  • $1,599.00 Included
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      $93.00 Included

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        •   Projections of Numbers of U.S. Adults,* by Demographic Factor, 2008 (In Thousands)

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        •   U.S. Adult* Population, by Race and Hispanic Origin, and by Hispanic Overlap With Racial Components, 2008 (In Thousands)

    • $93.00 Included
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        •   U.S. Adults'* Strong Agreement With 25 Statements Concerning Health, Lifestyle, and Attitude, 2008 (adults in thousands)
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        $93.00 Included

    • $472.00 Included
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        $93.00 Included
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      • $93.00 Included
        •   Use of Tooth Cleaners (Toothpaste, Tooth Gel, etc.), by Form and Type, 2006-2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Tooth Cleaners, by Daily Frequency, 2008 (adults in thousands, per day)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Tooth Cleaners, 2008 (adults* in thousands)
      •  
        $93.00 Included

      • $93.00 Included
        •   Use of Tooth Cleaners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $98.00 Included
        •   Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $93.00 Included
        •   Use of Denture Cleansers, by Weekly Frequency, 2008 (adults in thousands, per week)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Denture Cleansers, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Denture Cleansers, by Brand, 2006-2008 (adults in thousands, in recent 12 months)

    • $437.00 Included
      •  
        $93.00 Included

      • $93.00 Included
        •   Use of All Chewing Gum, by Flavor, 2008 (adults in thousands, in recent 12 months)

      • $99.00 Included
        •   Demographic Characteristics Most Favoring Use of Oral Care Gum, by Type, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of All Chewing Gum, by Brand, 2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included

      • $93.00 Included
        •   Mouthwash Use, by Weekly Frequency, 2008 (adults in thousands, in last 7 days)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Mouthwash, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Mouthwash, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included

      • $93.00 Included
        •   Breath Mint and Dissolvable Breath Strip Use, by Monthly Frequency, 2008 (adults in thousands, in last 30 days)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Breath Mints/Dissolvable Breath Strips, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Breath Mints/Strips, by Brand, 2006-2008 (adults in thousands, in recent 12 months)

    • $319.00 Included
      •  
        $93.00 Included

      • $93.00 Included
        •   Use of Manual Toothbrushes, by Type, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Manual Toothbrushes, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Manual Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Electric Toothbrushes, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Electric Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      •  
        $93.00 Included

      • $93.00 Included
        •   Use of Dental Floss, by Weekly Frequency, 2008 (adults, in thousands, in last 7 days)

      • $93.00 Included
        •   Demographic Characteristics Most Favoring Use of Dental Floss, 2008 (adults in thousands, in recent 12 months)

      • $93.00 Included
        •   Use of Dental Floss, by Brand, 2008 (adults in thousands, in recent 12 months)
  •  
    $237.00 Included

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