The U.S. Market for Oral Care Products, 4th Edition

 
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Published Jan 1, 2003 | 328 Pages | Pub ID: LA778472

Special Offer. Now 25% off the original price of $3000.
If most of us already brush our teeth, why is the oral care market sailing past the $6 billion mark? And why, by 2007, will this supposedly mature market jump to nearly $8 billion? This new Packaged Facts report discusses the product innovations and societal trends that now drive sales of toothpaste, mouthwash, oral care gums, breath fresheners, toothbrushes, floss, denture care products and electric dental appliances.

For example, the report examines the whitener phenomenon. Products designed to brighten the teeth are all the rage, being introduced in all shapes, forms and sizes. Many companies have jumped on this bandwagon; The U.S. Market for Oral Care Products offers insight into how successful these efforts have been.

Manufactures are also banking on products designed for specific populations to boost profits. For some time, parents have had the option of buying toothpaste designed to appeal to their children. Moms can now find toothpaste just for them - with the introduction of Crest marketing specifically for women (in vanilla and cinnamon flavors). Will demographic segmentation of oral care products perpetuate?

Historical and projected sales are presented, too, as are IRI brand share data. Extensive Simmons demographic info is analyzed in depth. The savvy executive will also reap new perspectives on the battle strategies of Colgate, Johnson & Johnson, Pfizer, Procter & Gamble, Tom’s of Maine, Unilever, Water Pik, and others.

I. Executive Summary

    The Overall Market
    • Scope of This Report
    • Oral Care to Be Valued at $8.5 Billion in 2007
    • Tooth Cleaners/Whiteners/Denture Products to Push $3.4 Billion
    • Gum/Mouthwash/Breath Fresheners to Brush $2.9 Billion
    • Toothbrushes/Electric Appliances/Floss to Approach $2.2 Billion
    • Table 1-1: U.S. Retail Dollar Sales of Oral Care Products, by Category, 1998-2002 (In Millions)
    • Certain Age Brackets to Drive Growth
    • Whiteneing Power - Beauty for All
    • Beating the High Cost of Dental Work
    • Baby Boomers and Their Influence Are Positive
    • Kids’Biz Brisk
    • Innovation Defeats Commodity Nature of HBC
    • P&G, Colgate, Pfizer Dominate Oral Care Sales in 2002
    • Figure 1-1: Share of U.S. Oral Care Retail Dollars, by Marketer, 2002

    The Products

    • Tooth Cleaner/Whitener/Denture Product Mass Biz Tightly Controlled by Top Marketers
    • Gums, Mouthwash, Breath Fresheners Now Share Positioning
    • Rise of Appliances Changes Toothbrush/Electric Appliance/Floss Competition
    • Appliance Pricing Further Disrupts Toothbrush/Floss/Appliance Playing Field

    Advertising and Marketing

    • Oral Care Marketers Spend $624 Million to Advertise in 2001
    • Television Gets Three Quarters of Ad Dollars
    • Each of 12 Marketers Spends $10 Million-Plus to Advertise

    The Consumer

    • How Many Use, and What Gender They Are
    • Figure 1-2: Use of Oral Care Products by Product Type and Users’ Gender, Percentage of Use

II. The Overall Market

    Introduction
    • Scope and Metholodolgy of This Report
    • A Note About the Data Presented
    • Oral Care Claims
    • Clarification of Terms

    Product Categories

    • Three Product Categories
    • Combination Products Abound

    Market Size and Growth

    • Oral Care Sales Break $6.8 Billion in 2002
    • Table 2-1: U.S. Retail Dollar Sales of Oral Care Products, by Category, 1998-2002 (In Millions)
    • Tooth Cleaners/Whiteners/Denture Products Remain Largest Category
    • Table 2-2: Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 1998-2002 (In Millions)

    Factors in Future Growth

    • The Expanding U.S. Population
    • Certain Age Brackets to Drive Growth
    • Table 2-3: Projection of U.S. Population, by Age Bracket, 2002-2010 (In Thousands)
    • Whitening Power: Beauty for All
    • Mounting Health and Fitness Awareness
    • Beating the High Cost of Dental Work
    • Baby Boomers and Their Influence Are Positives
    • Kids’ Biz Brisk
    • Innovation Defeats Commodity Nature of HBC
    • Portability

    Projected Sales

    • Oral Care to be Valued at $8.5 Billion in 2007
    • Tooth Cleaners/Whiteners/Denture Products to Push to $4.3 Billion
    • Gum/Mouthwash/Breath Fresheners to Brush $2.9 Billion
    • Toothbrushes/Electric Appliances/Floss to Approach $2.2 Billion
    • Table 2-4: Projected U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2007 (In Millions)

    The Marketers

    • About 80 Significant Marketers of Oral Care Products
    • Types of Companies
    • Table 2-5: Leading Oral Care Marketers and Their Representative Brands

    Marketer Share: The Top Five

    • P&G, Colgate, Pfizer Dominate Oral Care Sales in 2002
    • Figure 2-1: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Tooth/Denture Cleaners and Whiteners
    • Figure 2-2: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Gum/Mouthwash/Breath Fresheners
    • Figure 2-3: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Toothbrushes/Electric Dental Appliances/Floss

    Consumer Advertising Expenditures

    • Oral Care Marketers Spend $624 Million to Advertise ...
    • Television Gets Three Quarters of Ad Dollars
    • A Dozen Marketers Each Spend $10 Million-Plus

    The Consumer’s Oral Care Shopping Trip

    • How Many Use, and What Gender They Are
    • How Often, How Much, and Where
    • Figure 2-4: Use of Oral Care Product Type and Users’ Gender, By Percentage
    • Household Characteristics

III. The Tooth Cleaners/Whiteners And Denture Products Category

    The Products
    • Category Definition
    • Three Forms, Nine Tooth Cleaner Types
    • Tooth Cleaner Packaging
    • Basic Tooth Cleaner Ingredients
    • Table 3-1: Common Tooth Cleaner Ingredients
    • Dedicated Whiteners
    • Denture Products: Adhesives, Cleansers, Cushions
    • Current Product Claims

    Category Size and Growth

    • Tooth Cleaners/Whiteners, Denture Products Valued at $2.9 Billion in 2002
    • Product Innovation Drives Category Sales
    • Tooth Cleaner/Whitener Sales Climb Past $2.4 Billion
    • Denture Products Asleep at $441 Million
    • Cleaner/Whiteners Account for Bulk of Sales
    • Table 3-2: U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, 1998-2002 (In Millions)
    • Paste and Gels Are Main Forms
    • Adhesives Are Largest Component of Denture Product Sales
    • Figure 3-1: Share of U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, by Segment, 1998-2002
    • Supermarkets Are Main Channel for Tooth Cleaners/Whiteners and Denture Products
    • Supermarkets Are Prime Channel for Toothpaste
    • Drugstores Are Main Venues for Powders/Polishes
    • Supermarkets Host Half of Denture Product Sales
    • Supermarkets Dominate Denture Adhesive and Cleanser Sales
    • Drugstores Monopolize Cushion Sales
    • Figure 3-2: Share of U.S. Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, by Mass Retail Channel, 2001
    • No Regional Skews in Tooth Cleaner Sales
    • Table 3-3: Use of Tooth Cleaners, by Census Region (Adults, in Thousands)
    • Denture Adhesive Purchase Skews to South, Denture Cleanser Purchase to Midwest
    • Table 3-4: Use of Denture Adhesives, by Census Region (Adults, in Thousands)
    • Table 3-5: Use of Denture Cleansers, by Census Region (Adults, in Thousands)

    Factors in Future Growth

    • Category Driven by Same Factors That Drive Oral Care Market
    • Everyone Uses Toothpaste: Population Notes
    • Ongoing Innovation in Whiteners and Combo Products
    • Denture Products Hindered by Medical Advances
    • Kids’ Products in Spotlight

    Projected Sales

    • Sales to Push Past $3.4 Billion in 2007
    • Tooth Cleaner/Whitener Sales in Charge to $3 Billion
    • Denture Products to Keep Dozing to $468 Million
    • Table 3-6: Projected U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, 2002-2007 (In Millions)

    The Marketers

    • Fewer Than 30 Significant Marketers Out of Perhaps 150
    • Packaged Goods, Pharmaceutical, and Specialized Companies Involved
    • Importers Prominent in Natural HBC Channel
    • Table 3-7: Leading Tooth Cleaner/Whitener and Denture Product Marketers, and Their Representative Brands

    Marketer Shares

    • Colgate-Palmolive and P&G Dominate Toothpaste Segment
    • Table 3-8: Share of U.S. Retail Dollar Sales of Toothpaste, 2000-2002 (marketer/brand): % share
    • P&G and Whitestips Leap to Fore of Whiteners and Powders/Polishes
    • . . . But Whitener Share is Transforming Rapidly
    • Table 3-9: Share of U.S. Retail Dollar Sales of Whiteners and Tooth Powders/Polishes, 2000-2002 (marketer/brand): % share
    • P&G Retains Dominance of Denture Adhesives
    • Table 3-10: Share of U. S. Retail Dollar Sales of Denture Adhesives, 2000-2002 (marketer/brand): % share
    • Glaxo, Pfizer Are Denture Cleanser Kings
    • Roberts and Brimms Lead in Cushions
    • Tom’s, Nature’s Gate Are Main Players in the Natural Foods/HBC Channel
    • Table 3-11: Share of U. S. Retail Dollar Sales of Denture Cleansers, 2000-2002 (marketer/brand): % share

    The Competitive Situation

    • Mass Channels Tightly Contolled by Top Marketers
    • In Denture Products, One Steals - Not Builds - Share
    • Colgate Banks on Namesake Brand of Toothpaste
    • Procter & Gamble Also Line-Extends From Crest
    • In Whiteners, P&G Challenged by Colgate
    • P&G Denture Adhesives in Grip of Fixodent
    • GlaxoSmithKline Adds Niche Products with Purchase of Block
    • Unilever’s Four Distinct Brand Positionings
    • Natural White: That’s My Niche and I’m Sticking to It
    • Tom’s of Maine: Natural Products and Philanthropy

    Marketing and Product Trends

    • All That Whitens Is Good
    • All that Freshens is Good
    • Extending Core Toothpaste Label
    • Combo Products
    • Kids’ Tooth Cleaners
    • Table 3-12: Selected New Introductions of Tooth Cleaners, Whiteners, and Denture Products, 2001-2002

    Consumer Advertising Expenditures

    • Cleaner/Whitener/Denture Products Marketers Budget $250 Million in 2001
    • Whiteners Receive Over Half of Ad Dollars
    • Television the Favored Medium
    • Table 3-13: Mass Media Expenditures by U.S. Marketers of Tooth Cleaners, Whiteners, and Denture Products, by Medium, 2001 (In Thousands)
    • P&G Spends $83 Million, Mainly on Crest
    • Glaxo Budges $62 Million, Mostly for Aquafresh
    • Colgate’s $51.3 Million Supports Only the Colgate Brand
    • Pfizer Helps Listerine and Efferdent with $21 Million
    • Church & Dwight Dedicates $12.8 Million to Arm & Hammer
    • Den-Mat Pushes Whiteners with $8 Million
    • Combe Leads Rear Echelon of Notable Spenders

    Consumers Advertising Positioning

    • Current Stand-Out Ad Positionings
    • The Power to Whiten
    • Fresher Breath
    • Stain Removal
    • Relief of Sensitivity
    • Get a Grip
    • Safety for Children’s Use
    • 12-Hour Protection
    • Go Ahead - Laugh
    • Less Mess and Less Odor

    Consumer Promotions

    • Coupons Still a Major Tactic
    • Websites
    • Helping to Save for Grandkids’ Education
    • A Rebate
    • A Smile Contest

    The Consumer: Tooth Cleaners/Whiteners

    • Tooth Cleaners Used by 187 Million
    • Paste is Most Popular Form
    • Paste Form Has Broadest Demographic
    • Figure 3-3: Use of Tooth Cleaners, by Product Form, 2002
    • Table 3-14: Demographic Characteristics Favoring Use of Tooth Cleaners, by Product Form, 2002 (Adults, in Recent 12 Months)
    • Most of Us Brush at Least Twice Daily
    • Profiles of Frequency of Use Differ Greatly
    • Figure 3-4: Use of Tooth Cleaners by Frequency of Use, 2002
    • Table 3-15: Demographic Characteristics Favoring Use of Tooth Cleaners, by Frequency of Use, 2002
    • Colgate, Crest the Most Popular Tooth Cleaners
    • Table 3-16: Use of Tooth Cleaners, by Brand, 2002
    • Tooth Cleaner Brand Data Reveal Excitable Sectors
    • Levels of Affluence Keyed to Brand Image, Not Just Price-Points
    • Table 3-17: Demographic Characteristics Favoring Use of Tooth Cleaners, by Brand, 2002

    The Consumer: Denture Products

    • Denture Adhesives Used by 14.5 Million
    • Denture Cleansers Used by 26 Million
    • As Expected, An Older, Lower-Income Skew
    • Table 3-18: Demographic Characteristics Favoring Use of Denture Adhesives and Cleansers, 2002
    • Fixodent Most Widely Used Adhesive
    • Table 3-19: Use of Denture Adhesives, by Brand, 2002 (Adults in Thousands; in Recent 12 Months)
    • Adhesives Brand Use Reflects Overall Pattern
    • Table 3-20: Demographic Characteristics Favoring Use of Denture Adhesives, By Brand, 2002
    • Majority of Cleanser Consumers Use Them Daily
    • Figure 3-5: Use of Denture Cleansers, by Frequency of Use, 2002
    • Factors in Frequency of Denture Cleansing Remarkably Consistent
    • Table 3-21: Demographic Characteristics Favoring Use of Denture Cleansers, By Frequency of Use, 2002
    • Denture Cleanser Brand Use Skews Older, Too
    • Table 3-22: Demographic Characteristics Favoring Use of Denture Cleansers, By Brand, 2002

IV. The Gum, Mouthwash, And Breath Freshener Category

    The Products
    • Oral Gum Care Types
    • Both Mouthwashses and Dental Rinses Discussed
    • Cosmetic versus Therapeutic Mouthwashes
    • Regular Mouthwash versus Concentrated Forms
    • Mouthwash Ingredients
    • Niche Mouthwashes
    • Breath Freshener Types
    • Gums and Candies Subject to FDA Regulation

    Category Size and Growth

    • Gums, Mouthwash, Breath Fresheners Bush $2.3 Billion in 2002
    • New Oral Care Gums Are Category’s Strength
    • Gum Rockets to $872 Million
    • Mouthwash in Dogged Climb to $838 Million
    • Breath Fresheners Decline to $577 Million
    • Table 4-1: U.S. Retail Dollar Sales of Oral Care Gums, Mouthwash, and Breath Fresheners, by Segment, 1998-2002 (In Millions)
    • In Share by Segment, Gum Outpaces Mouthwash
    • Supermarkets Sell Greatest Dollar Share of Most Product Types
    • Table 4-2 % Share of U.S. Retail Dollar Sales of Sugarless Gums, Mouthwash, and Breath Fresheners By Outlet Type, 2001
    • Table 4-3: Share of U.S. Retail Dollar Sales of Sugarless Gums, Mouthwash, and Breath Fresheners By Outlet Type, 2001
    • Regionality: Westerners Are Biggest Gum Chewers and Mint Poppers; Southerners Like to Gaggle
    • Table 4-4: Use of Sugarless Gum, by Census Region (Adults Percentage)
    • Table 4-5: Use of Mouthwash, by Census Region (Adults Percentage)
    • Table 4-6: Use of Breath Mints, by Census Region (Adults Percentage)

    Factors in Future Growth

    • Busy Lifestyles Make it Harder to Brush
    • Added Value in Whitenening Power, Health Benefits
    • Mouthwash has Geriatric Image
    • Safety Issues Cause Consumers to Dilute Mouthwash
    • Breath Fresheners Suffer from Perception of Them as Candy
    • Niche Products Help

    Projected Sales

    • Predict Steady Rise to $2.9 Billion in 2007
    • Gum Seen in Push to $1.2 Billion
    • Mouthwash to Break $1.0 Billion Mark
    • Breath Fresheners to Finish at $618 Million
    • Table 4-7: Projected U.S. Retail Dollar Sales of Oral Care Gums, Mouthwash, and Breath Fresheners, by Segment, 2002-2007 (In Millions)

    The Marketers

    • Of Hundreds of Marketers, About 40 Are Notable
    • Table 4-8: Numbers of Significant Marketers of Oral Care Gums, Mouthwashes, and Breath Fresheners, As Noted in Information Resources, Inc. Data, 2001
    • Gum/Mouthwash/Breath Freshener Marketers a Diverse Bunch
    • Table 4-9: Leading Oral Care Gum, Mouthwash, and Breath Freshener Marketers, and Their Representative Brands

    Marketer Shares

    • Wrigley, Pfizer, Hershey Lock Up Gum Segment
    • Table 4-10: % Share of U.S. Retail Dollar Sales of Sugarless Gums, 2000-2002
    • Pfizer and Brand Listerine Still Dominate Mouthwash
    • Philip Morris Clearly the Leader in Breath Candies
    • Table 4-11: % Share of U.S. Retail Dollar Sales of Mouthwash, 2000-2002
    • Table 4-12: % Share of U.S. Retail Dollar Sales of Breath Freshener Candies, 2000-2002
    • Playtex and Health-Tech Rule Sprays/Drops
    • Table 4-13: % Share of U. S. Retail Dollar Sales of Breath Freshener Sprays/Drops, 2000-2002

    The Competitive Situation

    • Three Disparate Segments Now Share Positionings
    • Wrigley, Longtime Gum Specialist
    • Pfizer’s Listerine Goes Portable - and Gets Co-Branded
    • Pfizer Puts Trident and Certs on the Block
    • Philip Morris Leverages Altoids to Dominance in Mass Channels
    • GlaxoSmithKline Explores Additional Oral Care Categories
    • Ferrero and Tic Tac’s European Style

    Marketing and Product Trends

    • Breath Freshening Unites Category
    • Chew! Why Not Whiten, Too?
    • Strips for…Whatever
    • Overboxes and Tins
    • Table 4-14: Selected New Introductions of Oral Care Gums, Mouthwashes, and Breath Fresheners, 2001-2002

    Consumer Advertising Expenditures

    • Gum/Mouthwash/Freshener Marketers Spend $292 Million in 2001
    • Gums Account for Half of Ad Dollars
    • Television Accounts for Three Quarters of Spending
    • Table 4-15: Mass Media Expenditures by U.S. Marketers of Oral Care Gums, Mouthwash, and Breath Fresheners, by Medium, 2001 (In Thousands)
    • Pfizer Ponies Up to $113 Million for Stable of Brands
    • Wrigley Spends $68 Million on Gum Space and Time
    • Ferrero Supports Tic Tac with $17.8 Million
    • Philip Morris Tags $33 Million for Lifesavers and Altoids
    • Hershey Spends $21.3 Million
    • Van Melle Hypes Mentos with $14.5 Million
    • Church & Dwight Banks on $7 Million for Arm & Hammer Gums
    • Other Major Advertisers

    Consumers Advertising Positioning

    • Basic Gum/Mouthwash/Breath Fresheners Ad Themes
    • Hot Romance
    • The Power of Ice - or a Raging Ocean
    • Don’t Be Self-Conscious
    • Whiten Teeth
    • Kill All Germs
    • “For a Good Clean Feeling, No Matter What”

    Consumer Promotions

    • Coupons Occasionally Used
    • Merchandise Offers

    The Consumer: Oral Care Gum

    • Almost 46 Million Sugarless Gum Chewers
    • The Demographics of Gum Chewing, by Gum Type
    • Table 4-16: Demographic Characteristics Favoring Use of Chewing Gum, by Type, 2002 (Adults, in Recent 12 Months)
    • Dentyne Still the Most Popular Sugarless Gum Brand
    • Table 4-17: Use of Sugarless Gums, by Brand, 2002 (Adults, in Thousands; in Recent 12 Months)
    • Women Are Prime Users of Gum Brands
    • But No Cohesive Profile
    • Table 4-18: Demographic Characteristics Favoring Use of Chewing Gum, by Seven Brands, 2002

    The Consumer: Mouthwash

    • Close to 121 Million Mouthwash Users
    • Few Standout Attributes of Mouthwash Audience
    • Majority of Users Gargle Daily
    • Table 4-19: Use of Mouthwash, by Frequency of Use, 2002
    • Elders Mark Frequency of Mouthwash Use
    • Table 4-20: Demographic Characteristics Favoring Use of Mouthwash, by Frequency of Use, 2002 (Adults, in Recent 7 Days)
    • Listerine is Most Commonly Used
    • Table 4-21: Use of Mouthwash, by Brand, 2002
    • Demographics of Brand Use: The Haves and Have Nots
    • Table 4-22: Demographic Characteristics Favoring Use of Mouthwash, by Brand, 2002 (Adults, in Recent 12 Months)

    The Consumer: Breath Freshener Candies

    • Over 129 Million Use Breath Mints
    • In Use of All Breath Mints, Few Factors Stand Out
    • Sugarless versus Regular: Affluence versus Less Affluence
    • For Six of Eight Brands, Lower Incomes Rule
    • Table 4-23: Demographic Characteristics Favoring Use of Freshener Candies, by Type, 2002 (Adults, in Recent 12 Months)
    • Table 4-24: Demographic Characteristics Favoring Use of Breath Freshener Candies, by Brand, 2002 (Adults, in Recent 12 Months)

V. The Toothbrush, Dental Floss And Electric Appliance Category

    The Products
    • Category Definition
    • About Manual Toothbrushes
    • About Floss
    • Appliances: Two Main Types Are Brushes and Irrigators
    • Electric Toothbrushes
    • Oral Irrigators
    • Variations on the Two Basic Appliances
    • Heads and Nozzles Need Replacement

    Category Size and Growth

    • Toothbrushes/Appliances/Floss Near $1.7 Billion in 2002
    • Education, Innovation, Technology Have Driven Growth
    • Brushes Falter, Reach $756 Million
    • Appliances Power Up to $724 Million
    • Battery-Operated Toothbrushes Gaining Dominance
    • Floss Growth Slower, But Stretches to $199 Million
    • Table 5-1: U.S. Retail Dollar Sales of Toothbrushes, Electric Dental Appliances, and Dental Floss, by Segment, 1998-2002 (In Millions)
    • Appliances Steal Share From Brushes
    • Table 5-2: Share of U.S. Retail Dollar Sales oToothbrushes, Electric Dental Appliances and Floss, by Segment, 1998-2002 (Percent)
    • Supermarkets Account for Highest Share of Category Dollars
    • Table 5-3: % Share of Retail Dollar Sales of Toothbrushes, Electric Dental Appliances and Floss, By Mass Retail Channel, 2001
    • Regionality: Everyone Brushes, But Westerners Love to Floss
    • Table 5-4: Use of Manual Toothbrushes, by Census Region (Adults, in Thousands)
    • Table 5-5: Use of Dental Floss, by Census Region (Adults, in Thousands)

    Factors in Future Growth

    • Innovation to Keep Propelling Brushes and Floss - Somewhat
    • Electric Appliances to Keep Stealing Dollars
    • Continued Consumer Education Needed
    • Heavy Marketing Needed to Maintain Impulse Purchasing
    • Appliance Marketers Cover Every Price Tier
    • Appliance Replacement Cycle to beSmoothed by Expansion of Ultra-Low End

    Projected Sales

    • Sales on Way to $2.2 Billion in 2007
    • Brushes in Meander to $838 Million
    • Electric Dental Appliances Buzz on to $1.1 Billion
    • Floss in Glide to $248 Million
    • Table 5-6: Projected U.S. Retail Dollar Sales of Toothbrushes, Electric Dental Appliances, and Dental Floss, by Segment, 2002-2007 (In Millions)

    The Marketers

    • About 40 Notable Marketers of Toothbrushes/Electric Appliances/Floss
    • From Packaged Goods Companies and Drug Makers to Electronics Companies
    • Table 5-7: Leading Toothbrush, Dental Floss and Electric Dental Appliance Marketers; Their Representative Brands

    Marketer Shares

    • Gillette and Colgate Brush Away Competition
    • Table 4-10: % Share of U.S. Retail Dollar Sales of Manual Toothbrushes, 2000-2002
    • Gillette/Braun Holds Own Amidst Widening Field of Rivals
    • J&J Untouchable in Floss
    • Table 5-9: % Share of U.S. Retail Dollar Sales of Electric Dental Appliances, 2000-2002
    • Table 5-10: % Share of U.S. Retail Dollar Sales of Dental Floss, 2000-2002

    The Competitive Situation

    • Rise of Appliance Segment Changes Shape of Competition
    • Appliance Pricing Trends Disrupt Toothbrush/Floss/Appliance Playing Field
    • The Future of Toothbrush/Floss/Appliance Competition
    • Gillette a Force in All Three Segments
    • P&G’s Spinbrush Was a Motorized Lollipop
    • Johnson & Johnson an Aggressive Acquirer
    • Water Pik Technologies, the Water Product Specialist

    Marketing and Product Trends

    • The Endless Tech Parade
    • Value-Priced Appliances
    • Kids’ Stuff
    • Table 5-11: Selected New Introductions of Toothbrushes, Dental Flosses and Electric Dental Appliances, 2001-2002

    Consumer Advertising Expenditures

    • Toothbrush/Floss/Electric Appliance Advertisers Spend $82 Million in 2001
    • Brushes Are Best Advertised Segment
    • Television Is Stressed
    • Table 5-12: Mass Media Expenditures by U.S. Manual Toothbrushes, Dental Floss and Electric Appliances, by Medium, 2001 (In Thousands)
    • Gillette the Star Spender, at $36.5 Million for Oral-B
    • P&G Supports Crest Extensions with $12 million
    • J&J Spends $11 Million to Advertise Full Range of Products
    • Sunstar/Butler Spends $9 Million
    • Colgate Tages $6 Million for Manual Brushes
    • Glaxo Bestow $3.4 Million on Aquafresh
    • Other Advertisers of Brushes, Appliances, Flosses

    Consumers Advertising Positioning and Promotions

    • Typical Toothbrush/Electric Dental Appliance/Floss Ad Themes
    • Lower Price
    • Our Technology Is Best…
    • Whitenening and Breath Freshening Also Mentioned
    • Hygiene for Kids
    • Coupons Used Mainly for Manual Brushes and Floss

    The Consumer: Toothbrushes

    • Nearly 184 Million Adults Use Manual Brushes
    • Medium Bristles Most Popular
    • Affluence, Good Education Favors Use of Softer Bristles
    • Figure 5-1:Use of Manual Toothbrushes by Bristle Firmness: Percentage of Adult Usage
    • Figure 5-2: Use of Manual Toothbrushes by Handle Shape, Percentage of Adult Users
    • Table 5-13: Demographic Characteristics Favoring Use of Manual (Non-Electric) Toothbrushes By Britle Firmness, 2002 (Adults)
    • Angled Handles Outpace Straight
    • Angled or Straight? A Matter of Age…
    • Table 5-14: Demographic Characteristics Favoring Use of Manual Toothbrushes by Handle Shape, 2002
    • Oral-B Users Outnumber Colgate Users
    • Table 5-15: Use of Manual (Non-Electric) Toothbrushes, by Brand, 2002 (Adults, in Thousands)
    • Economics and Family Shape Brush Brand Use
    • Table 5-16: Demographic Characteristics Favoring Use of Manual (Non-Electric) Toothbrhuses, by Brand, 2002

    The Consumer: Electric Dental Appliances

    • Upscale User-Profile Moderated by New Low-End Products

    The Consumer: Floss

    • Special Note on Simmons Data
    • More Than 124 Million Americans Floss
    • Flossers Skew Decidedly Upscale
    • Table 5-17: Demographic Characteristics Favoring Use of Dental Floss (Adults)
    • Heavy Flossers Are Most Common
    • Table 5-18:Frequency of Use of Dental Floss, 2001
    • Frequency of Use Patterns Not Unique
    • Table 5-19: Demographic Characteristics Favoring Use of Dental Floss By Frequency of Use, 2001
    • Brand Sets, Too, Reflect the Educated and Affluent
    • Table 5-20: Demographic Characteristics Favoring Use of Dental Floss By Brand, 2001

VI. Distribution And Retail

    Distribution and Retail
    • Distribution Via Standard Means
    • Electric Appliances Sold Through Broader Range of Outlets
    • Average Margins Boosted by Whiteners
    • Margins on Brushes, Appliances, Floss Vary Greatly
    • Assortment Too Rich in Niches
    • Gums, Mints May Be Shelved in Oral Care Aisle
    • Some Rack-Jobbing of Gums and Candies

VII. Looking Ahead: Trends And Opportunities

    Trends & Opportunities
    • Players Must Act Before Oral Care Market Shows Its Maturity
    • Marketers Should Target Hot Product Segments - Now
    • Co-Branding and Regimen Lines to be Stronge Trends
    • Vanity, Portability, Fun to Shape Innovation

Appendix I: Addresses Of Selected Marketers