The U.S. Market for Oral Care Products, 5th Edition

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Published Nov 1, 2004 | 332 Pages | Pub ID: LA975907

Special Offer. Now 25% off the original price of $3000.
The $7.4 billion oral care market has transformed from stodgy and mature to exciting and forward-moving, thanks to innovations in the whitener, power toothbrush, and other segments. But competition has gotten tougher, as major players have learned to think like entrepreneurs, turning around new products in just months. Radical innovation has become the norm. For shrewd execs eager to stay in the forefront, this greatly updated edition of The U.S. Market for Oral Care Products will prove invaluable: Historical and projected dollar figures are included, as well as IRI brand shares and Simmons demographic data - not to mention Packaged Facts’ characteristic in-depth analysis, throughout. The competitive strategies of P&G, Gillette, Colgate, Pfizer, and others, are also detailed.

Report Methodology
The information in The U.S. Market for Oral Care Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the oral care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, spring 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Oral Care Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Oral Care Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • 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 Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the oral care market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for oral care products, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for oral care products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for oral care products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for oral care products.
  • Advertising agencies working with clients in the oral care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope of This Report

Dental Preparations

Gum/Mouthwash/Breath Fresheners

Implements/Appliances

Retail Oral Care Valued at $7.2 Billion in 2004

Table 1-1: U.S. Retail Dollar Sales of Oral Care Products, by Category, 2000-2009

Tooth Cleaners/Whiteners/Denture Products Approach $3 Billion

Gum/Mouthwash/Breath Fresheners Break $2.4 Billion

Implements/Appliances Stall Near $1.8 Billion

Projected Sales:  Dental Preps to Kiss $8.5 Billion in 2009

Projected Sales:  Dental Preps to Break $3.4 Billion Mark

Projected Sales:  Gum/Mouthwash/Breath Fresheners Forecast to Reach $2.9 Billion

Projected Sales:  Implement/Appliances to Surpass $2.1 Billion

Table 1-2: U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2004

Population Growth:  Everybody Brushes

Table 1-3: Projected U.S. Population, by Age Bracket, 2004-2020

Boomers Still Driving Oral Care

Whiteners Transform Care Routines to Beauty Regimens

Kids’ Biz Still Offers More

Hot Spots and Dead Spots

In the Dental Preps Category…

In the Gum/Mouthwash/Breath Freshener Category

In the Implements/Appliances Category…

Marketers per Category/Segment:  Tools Is Most Crowded

Table 1-4: Numbers of Significant Oral Care Marketers in Mass Retail Channels), by Product Segment, 2003

The Top Ten:  P&G Controls a Fifth of Oral Care Retail Dollars

Table 1-5: Share of U.S. Mass Retail Dollar Sales of Oral Care Products, by Marketer, First Six Months of 2004

Oral Care Marketers Spend $828 Million to Advertise in 2003

Television the Fave Format

At Least a Dozen Advertisers Spend $10 Million-Plus Each

Dental Preps Product Trends:  Whiteners Uber Alles...

Dental Preps Product Trends:  Kids’ Toothpaste

Dental Preps Product Trends:  More Flavor Variety

Gum/Mouthwash/Breath Freshener Product Trends:  Lots of New Gums and Breath Mints

Gum/Mouthwash/Breath Freshener Product Trends:  Fewer Rollouts of Mouthwash and Breath Sprays/Drops

Gum/Mouthwash/Breath Freshener Product Trends:  Drinkable Breath Fresheners (??!!)

Implement/Appliance Product Trends:  Tech for Less $

Implement/Appliance Product Trends:  Low-End Electric Appliances Help Higher End

Implement/Appliance Product Trends:  Whitening Stances for Every Type of Implement or Appliance

Implement/Appliance Product Trends:  For Kids, Colors and Characters

Implement/Appliance Product Trends:  Flossing Devices

Consumer Ad Positioning:  Did We Mention Whitening?

Whiter Faster

Whiteners as Beauty Products and Romance Enhancers

Consumer Ad Positioning: Listerine’s as Effective as Flossing

Consumer Ad Positioning:  Blast the H_ll Out of Your Mouth - Maybe Whiten Your Teeth, Too

Consumer Ad Positioning:  The Hippest Gum

Consumer Ad Positioning:  Relieves Low-Carb Breath

Consumer Ad Positioning:  An Electric Toothbrush in Your Makeup Drawer

Consumer Ad Positioning:  Tech 101

Consumer Ad Positioning:  A Bird-Like Appliance

Toothpaste and Manual Brushes Most Popular Items - Of Course

Table 1-6: Numbers of Users of Oral Care Products, 2004

Chapter IA: Executive Focus: Whiteners

Dedicated Whitener Sales Retreat to $341 Million

Table 1A-1: U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2004

A Potential of $1 Billion?

The Whitener Battlefield:  Everybody’s Wearing White

Two Key Whitener Marketer/Brand Acquisitions

Whitener Intros

Table 1A-2: Selected New Introductions of Dedicated Tooth Whiteners and Other Oral Care Products Positioned on Whitening Attributes, 2003-2004

The Whitener Consumer

Table 1A-3: Demographic Characteristics Favoring Use of Dedicated Whiteners and Toothpaste/Gel Co-Positioned on Whitening, 2004

 


Chapter 2: The Overall Market

Scope of This Report

Methodology

Terms Clarified

The Products

Three Categories

Dental Preparations

Gum/Mouthwash/Breath Fresheners

Implements/Appliances

Oral Care Claims

Over-the-Counter Dental Drugs

Dental Drugs

Dental Cosmetic Products

Lots of Product Overlap

Overall Market Size and Growth

Retail Oral Care Valued at $7.2 Billion in 2004

Table 2-1: U.S. Retail Dollar Sales of Oral Care Products, by Category, 2000-2004

America Got Used to All the Innovation

Tooth Cleaners/Whiteners/Denture Products Approach $3 Billion

Gum/Mouthwash/Breath Fresheners Break $2.4 Billion

Implements/Appliances Stall Near $1.8 Billion

Dental Preps Still Largest Category

Table 2-2: Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2000-2004

Factors in Future Growth

Population Growth:  Everybody Brushes...

Boomers Still Driving Oral Care

Table 2-3: Projected U.S. Population, by Age Bracket, 2004-2020

Whiteners Transform Care Routines to Beauty Regimens

Natural/Organic Brand Sphere Rife for New Competition

Oral Self-Sufficiency: Health Awareness and Beating Dentist Bills

Kids’ Biz Still Offers More

Table-2-4: Projected U.S. Teen and Tween Population (Aged 8-18), by Race and Hispanic Origin, 2003-2010

Innovation in Delivery Systems, Portability

Hot Spots and Dead Spots

In the Dental Preps Category…

In the Gum/Mouthwash/Breath Freshener Category…

In the Implements/Appliances Category…

Projected Sales

OTC Oral Care to Kiss $8.5 Billion Mark in 2009

Dental Preps to Climb Past $3.4 Billion

Gum/Mouthwash/Breath Fresheners in Push to $2.9 Billion

Implements/Appliances Charge to $2.1 Billion

Table 2-5: Projected U.S. Retail Dollar Sales of Oral Care Products, by Category, 2004-2009

The Marketers

A Hundred Significant Oral Care Marketers in Mass

Marketers per Category/Segment:  Tools Is Most Crowded

Table 2-6: Numbers of Significant Oral Care Marketers in Mass Retail Channels, by Product Segment, 2003

Types of Oral Care Companies

Master Table of Marketers/Brands

Table 2-7: Leading Oral Care Marketers, and Their Representative Brands and Category Involvement

The Top-10 Marketers

P&G Controls a Fifth of Oral Care Retail Dollars

Table 2-8: Share of U.S. Mass Retail Dollar Sales of Oral Care Products, by Marketer First Six Months of 2004

Consumer Advertising Expenditures

Oral Care Marketers Spend $828 Million to Advertise in 2003

Television the Fave Format

At Least a Dozen Marketers Spend $10 Million-Plus Each

 

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

Category Definition

Nine Tooth Cleaner Types, in Three Main Forms

Antigingivitis

Antiplaque/Antitartar

Baking Soda

Children’s

Combos

Desensitizing

Fluoride - or “Regular”

Natural

Whitening

Now a Variety of Cleaner Packaging

Dedicated Whiteners

Some Common Tooth Cleaner Ingredients

Table 3-1 Common Tooth Cleaner Ingredients

Denture Products: Adhesives, Cleansers, Cushions

Category Size and Growth

Dental Preps Brush $3 Billion Mark in 2004

Table 3-2: U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products), 2000-2004 (In Millions)

Whiteners Still Big News...

But Novelty Factor Wearing Off

Cleaners, Whiteners Reach $2.5 Billion

Whitener Subsegment Valued as High as $500 Million

Denture Products Hover Above $400 Million

Tooth Cleaners Dominate - Of Course

Table 3-3: Share of U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products), 2000-2004

Regionality of Sales

Table 3-4: Use of Toothpaste, by Census Region, 2004

Table 3-5: Use of Dedicated Whiteners, by Census Region, 2004

Table 3-6: Use of Denture Adhesives, by Census Region, 2004

Table 3-7: Use of Denture Cleansers, by Census Region, 2004

Factors in Future Growth

Dental Prep Drivers Same as for Parent Oral Care Market

More Americans, More Sales of Tooth Cleaners

Whitening Preps the Strongest Drivers in Whole Market…For Now

Kids’ Tooth Cleaners Fueled by Increased Licensing by Majors

Denture Products: Population, Medical Tech Cancel Each Other Out

Projected Sales

Dental Preps Brush Past $3.4 Billion

Tooth Cleaners/Whiteners to Hit Sparkling $3 Billion

Denture Products Barely Budge to $430 Million

Table 3-8: Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products), 2004-2009

The Marketers

In Dental Preps, 25 Notable Mass Marketers - Out of 200 Overall

Table 3-9: Numbers of Significant Marketers of Tooth Cleaners, Dedicated Whiteners, and Denture Products in Mass Retail Channels, by Product Segment, 2003

Three Classes:  Packaged Goods Makers, Drug Makers, Specialist

Importers Active in Natural HBC Channel

Table 3-10: Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products) and Their Representative Brands

Marketer and Brand Share

Note on IRI Data

Colgate, P&G Account for Two Thirds of Toothpaste Dollars

Table 3-11: Share of U.S. Retail Dollar Sales of Toothpaste, by Marketer and Brand, 2003-2004

P&G Still Dominating Whiteners

P&G Controls Over Half of Denture Adhesive Dollars

Table 3-12: Share of U.S. Retail Dollar Sales of Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2004

Table 3-13: Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2004

Table 3-14: Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2004

...But Glaxo, Regent Control Denture Cleanser Pastes/Powders

Glaxo, Pfizer Lead in Denture Cleanser Tablets

Table 3-15: Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2004

Brimm’s and Roberts Split Control of Denture Cushions

Table 3-16: Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2004

Product Trends

Whiteners Uber Alles...

Kids’ Toothpaste

Don’t Forget Therapeutic Preps

More Flavor Variety

Table 3-17 Selected New Introductions of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products), 2003-2004

Consumer Advertising Expenditures

Dental Preps Marketers Make Media Buys of $387 Million

Cleaners, Whiteners Account for Most Media Bucks

Television Takes Most Dental Preps Media Dollars

P&G Spends Whopping $224 Million

Colgate Budgets $67 Million

Glaxo Spend Tops $50 Million

Church & Dwight’s $21 Million Media Investment

Den-Mat/Gillette Treat Rembrandt to $13 Million Spend

Pfizer Spends $5.4 Million

Del Budgets $3.5 Million

CCA and Its $1.5 Million Bet

Five Lesser Spenders

Consumer Advertising Positioning and Promotions

Did We Mention Whitening?

Whiter Faster

Whiteners as Beauty Products and Romance Enhancers

Twelve-Hour Protection, Liquid Calcium, Natural Formula…  and Etc.

For Baby...

For Denture Products: Youthfulness, Freedom from Care

Dental Preps Couponing Heavy, Despite Less Redemption

Free Samples - by T.V.

 

Chapter 4: The Gum/Mouthwash/Breath Freshener Category

The Products

Category Definition

Oral Care Gum Types

Mouthwashes = Mouth Rinses

Both Cosmetic and Therapeutic Mouthwashes

Mouthwash in Regular or Concentrated Forms

Niche Mouthwashes

Mouthwash Ingredients

Antiseptics

Artificial Colors

Essential Oils

Plaque Fighters

Sweeteners

Breath Freshener Types

Gums, Candies Subject to FDA Rules

Category Size and Growth

Retail Value of $2.4 Billion in 2004

Table 4-1: U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, 2000-2004

Portability, Whitening Power Drove Sales in 2000-2004

Gum in Spectacular Run to $1.1 Billion

Mouthwash Struggles to $858 Million

Breath Fresheners Continue Decline to $484 Million

Gum and Mouthwash Account for 80% of Retail Dollars

Table 4-2: Share of U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, 2000-2004

Breath Freshener Segment Sales Mostly of Mints

Midwesterners Notable Gum Chewers,  Southerners Keen on Mouthwash

Table 4-3: Use of Sugarless Gum, by Census Region, 2004

Table 4-4: Use of Mouthwash, by Census Region, 2004

Table 4-5: Use of Breath Mints/Strips, by Census Region, 2004

Factors in Future Growth

We’re Too Busy to Brush

Added Value: Breath Sweeteners Whiten, Fight Cavities...

Youth - Let’s Get ‘Em!

New Delivery Systems and Styles

Mouthwash, Candies Have Health Drawbacks

Projected Sales

Gum/Mouthwash/Breath Freshener Category to Reach $2.9 Billion in 2009

Gum, the Best Performer, to Approach $1.5 Billion

Mouthwash to Plod on to $943 Million

Breath Fresheners to Struggle to $488 Million

Table 4-6: Projected U.S. Retail Dollar Sales of Gum, Mouthwash, Breath Fresheners, 2004-2009

The Marketers

Several Hundred Gum/Mouthwash/Breath Freshener Marketers, But Only 33 Notables

Table 4-7: Numbers of Significant Marketers of Oral Care Gums, Mouthwash, and Breath Fresheners in Mass Retail Channels, by Product Segment, 2003

A Diverse Array of Marketers in This Category

Table of Marketers and Their Brands

Table 4-8: Leading Marketers of Oral Care Gum, Mouthwash, and Breath Fresheners, and Their Representative Brands

Marketer and Brand Share

Regarding IRI Data

Wrigley, Cadbury Schweppes, Hershey Are Gum Triumvirate

Table 4-9: Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2004

Pfizer and Listerine Strengthen Grip on Mouthwash Segment

Altria, Ferrero, Hershey Dominate Breath Mints

Table 4-10: Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2004

Table 4-11: Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2004

Playtex, With Binaca Brand, Still Leads Breath Sprays/Drops

Table 4-12: Share of U.S. Retail Dollar Sales of Breath Freshener Sprays/Drops, by Marketer and Brand, 2003-2004

Pfizer Leads Portable Oral Care - But Tied by Cadbury Schweppes

Table 4-12A: Share of U.S. Retail Dollar Sales of Portable Oral Care Products, by Marketer and Brand, 2003-2004

Product Trends

Lots of New Gums and Breath Mints

Fewer Rollouts of Mouthwash and Breath Sprays/Drops

Drinkable Breath Fresheners (??!!)

Table 4-13: Selected New Introductions of Oral Care Gum, Mouthwash, and Breath Fresheners, 2003-2004

Consumer Advertising Expenditures

Gum/Mouthwash/Breath Freshener Marketers Buy $255 Million Worth of Media

Gum Warrants Half of Media Monies

Television Still the Preferred Format

Pfizer the King Spender, with $74 Million

Wrigley Spends $63 Million

Pfizer/Cadbury Schweppes Spend $58 Million

Hershey Stakes $21 Million

Perfetti Van Melle Antes $17 Million

Ferrero Tags $9 Million for Tic Tac

Altria Budgets $6 Million

Four Marketers Spend Under $5 Million Each

Consumer Advertising Positioning

Big News: Listerine’s as Effective as Flossing

Blast the H_ll Out of Your Mouth - Maybe Whiten Your Teeth, Too

The Hippest Gum

Relieves Low-Carb Breath

Consumer Promotions

Gum/Mouthwash/Breath Freshener Couponing Least Common

 


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

Category Definition

About Manual Toothbrushes

Sizes and Bristle Grades

Materials

Designs - Classic versus High-Tech

The Story of Floss

Its Purpose...

String versus Tape

Waxed versus Unwaxed

Flavored versus Unflavored

Delivery Systems

Appliances: Power Brushes, Flossers, Irrigators

Power Brushes

Power Flossers

Irrigators

AC versus Battery-Operated

An Appliance Aftermarket: Replacement Heads and Nozzles

Dental Tools and Accessories

Category Size and Growth

Implements/Appliances Category Flat (With Hot Spots), at $1.8 Billion in 2004

Table 5-1: U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools and Accessories), 2000-2004

Novel Products Become the Usual...

Manual Toothbrushes Fall to $669 Million

Electric Appliances Push to $774 Million

Floss Stumbling at $182 Million

Tools Bullish, Reach $199 Million

Electric Appliances and Manual Brushes Lead Sales by Product Type

Table 5-2: Share of U.S. Retail Dollar Sales of Dental Implements (Brushes, Electric Appliances, Floss, Tools and Accessories), 2000-2004

Regionality of Sales

Table 5-3: Use of Manual Toothbrushes, by Census Region, 2004

Table 5-4: Use of Electric Toothbrushes, by Census Region, 2004

Factors in Future Growth

Thinking Beyond the Toothbrush

The Appliance Replacement Cycle Smoothed by Low-End Assortment

Low End to Keep Boosting Power Appliance Turnover

Positioning Implements/Appliances on Whitening and Kid Appeal

Power Flossers Make Flossing Less of a Chore

Projected Sales

Implements/Appliances in Rise to $2.1 Billion in 2009

Manual Brushes to Stagnate, Reaching $658 Million

Electric Appliances to Power Past $1 Billion

Floss to Slip to $173 Million

Tools to Pump to $291 Million

Table 5-5: Projected U.S. Retail Dollar Sales of Dental Implements (Brushes, Electric Appliances, Floss, Tools and Accessories), 2004-2009

The Marketers

Fifty-Four Marketers of Implements/Appliances Are Significant in Mass

Table 5-6: Numbers of Significant Marketers of Oral Care Implements/Appliances in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003

Players Include Packaged Goods, Drug, Electronics Companies

Table of Marketers and Their Brands

Table 5-7: Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands

Marketer and Brand Share

Special Note About IRI Data

Gillette, Colgate, J&J Are Leaders in Manual Toothbrushes

Table 5-8: Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand 2003-2004

Gillette, P&G, Philips Are Electric Appliance Kings

Table 5-9: Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2004

J&J, P&G, Gillette Have the Floss Force

Table 5-10: Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2004

Gillette, U.S. DenTek, J&J, Sunstar/Butler Are Tools Leaders

Table 5-11: Share of U.S. Retail Dollar Sales of Manual Dental Tools, by Marketer and Brand,  2003-2004

Product Trends

Tech for Less $

Low-End Electric Appliances Help Higher End

Whitening Stances for Every Type of Implement or Appliance

For Kids: Colors and Characters

Flossing Devices

Table 5-12: Selected New Introductions of Oral Care Implements and Appliances (Toothbrushes, Electric Appliances, Floss, Tools and Accessories), 2003-2004

Consumer Advertising Expenditures

Implement/Appliance Advertisers Spend $186 Million

Electric Appliances Benefit Most

Television Takes Most Dollars

Gillette Buys $80 Million Worth of Media

Royal Philips Budgets $43 Million

P&G a $36 Million Spender

J&J Allocates Nearly $16 Million

Glaxo Spends $6 Million on Floss/Paste Combo

Water Pik’s $3 Million Spend

Colgate Antes Up $1.9 Million

Other Spenders

Consumer Advertising Positioning and Promotions

Whiten It Good

Put an Electric Toothbrush in Your Makeup Drawer

Tech 101

A Bird-Like Appliance

Lots of Couponing for Implements/Appliances

A Toothbrush for Nothing

Brush Away Cancer

Educating Fifty Million Kids

A NASCAR Tie-In

 

Chapter 6: The Competitive Situation

Overview: Even the Bigs Become Niche Marketers

Lots of Consolidation

Competitive Profile: Cadbury Schweppes PLC/
Cadbury Adams
USA LLC

Sales of £6.4 Billion in 2003

A Confectioner Takes Over Pfizer’s Gum Brands

Other Famous Cadbury Schweppes Brands

Competitive Profile:  Church & Dwight Co., Inc.

Sales of More Than $1 Billion in 2003

Enamel Care Major New Extension of Arm & Hammer

Suddenly, a Multi-Brand Strategy Based on Acquisition

Other Church & Dwight Brands

Competitive Profile:  Colgate-Palmolive Co.

Colgate Reports Net Sales of $9.9 Billion for 2003

Efficiencies, Product Development, Marketing Drive Colgate Brand

Simply White’s Wings Get Clipped

Swiss-Based GABA Acquired

Other Colgate-Palmolive Brands That Are Household Words

Competitive Profile:  The Gillette Company

Net Sales Approached $9.3 Billion in 2003

Parlaying a Personal Care Stance...

Extending Oral-B with Sophisticated Products

Competitive Profile: Gillette’s Zooth, Inc., Subsidiary

Zooth Sales Leap Past $30 Million at Checkout

Numero Uno in Kids’ Manual Brushes

Other Zooth Strategies

Competitive Profile: Pfizer, Inc.

Revenues Rocket to $45 Billion in 2003

Losing Adams and Focusing on Listerine

Competitive Profile: The Procter & Gamble Company

P&G Pushes Net Sales to $51.4 Billion in Fiscal 2004

The Giant Is Light on Its Big Feet

Keeping Crest Fresh

Competitive Profile: Wm. Wrigley Jr. Company

Wrigley Breaks $3 Billion Mark in 2003

Triumvirate: Extra, Eclipse, Orbit

Three Implement/Appliance Marketers to Watch

Dental Concepts

DenTek Oral Care, Inc. (formerly U.S. DenTek Corp.)

Water Pik Technologies, Inc.

 

Chapter 7: Distribution and Retail

Four-Step Distribution vs. DSD vs. Rack Jobbing

A Broad Span of Outlets

ES3 to Help Obscure Niches, Ethnic-Positioned Products

Retail Margins in Mass Channels

Three of Four Shoppers Buy Gum or Mints at Supermart Checkouts

Albertson’s Promo Teaches Kids Oral Care

 

Chapter 8: The Consumer

A Trip to the Supermarket

Table 8-1: Shopping for Oral Hygiene Products at U.S. Supermarkets 2004

The Consumer: Toothpaste

About 197 Million Use Toothpaste

Pastes, Whitening, Tartar Control Most Preferred Types

Table 8-2: Use of Tooth Cleaners, by Type 2004

Profiles by Toothpaste Type Are Surprisingly Varied

Table 8-3a: Demographic Characteristics Favoring Use of Toothpaste, by Type, 2004

Twice-Daily Toothpaste Use Prevails

Table 8-4: Use of Toothpaste, by Daily Frequency, 2004

College, Higher Income Encourage Reasonable Toothpaste Use

Table 8-5: Demographic Characteristics Favoring Use of Toothpaste, by Frequency of Use per Day, 2004

Crest and Colgate Are Most Popular Brands - Of Course

Table 8-6: Use of Toothpaste, by Brand, 2004

Fifteen Diverse Brand User-Profiles

Table 8-7a: Demographic Characteristics Favoring Use of Toothpaste, by Brand, 2004

The Consumer: Dedicated Whiteners

Close to 32 Million Use Dedicated Whiteners

Gels Still More Popular Than Strips

User-Profiles by Type Focus on Youth/Boomers, College, and $$$

Table 8-8: Demographic Characteristics Favoring Use of Tooth Whiteners, by Type, 2004

Whitestrips and Simply White Are Most Popular Dedicated Whiteners

Table 8-9: Use of Dedicated Tooth Whiteners, by Brand, 2004

Youth, Middle Age, Education Shape Dedicated Whitener Use

Table 8-10a: Demographic Characteristics Favoring Use of Dedicated Tooth Whiteners, by Brand, 2004

Table 8-10b: Demographic Characteristics Favoring Use of Tooth Whiteners, by Brand, 2004

The Consumer: Denture Products

Denture Adhesive Users Number 13.5 Million

Denture Cleanser Users Over 25 Million

Still Skewing to Old Folks and the Poor

Table 8-11: Demographic Characteristics Favoring Use of Denture Adhesives and Cleansers, 2004

Fixodent the Most Popular Adhesive

Table 8-12: Use of Denture Adhesives, by Brand, 2004

Little Distinguishes Use of Adhesives by Brand

Table 8-13a: Demographic Characteristics Favoring Use of Denture Adhesives, by Brand, 2004

Efferdent Used by Over Half of Denture Cleanser Base

Table 8-14: Use of Denture Cleansers, by Brand, 2004

Denture Cleanser Brand Sets Very Consistent

Table 8-15a: Demographic Characteristics Favoring Use of Denture Cleansers, by Brand, 2004

The Consumer: Oral Care Gum

At Least 51 Million Oral Care Gum Chewers

Sugarless vs. Dental Gum:  Disparate Audiences

Table 8-16: Demographic Characteristics Favoring Use of Oral Care Gum, by Type, 2004

Trident, Dentyne Ice Lead Popularity Contest

Table 8-17: Use of Oral Care Gum, by Brand, 2004

Gum Brand Audience Distinguished by Age, Education, Income Factors

Table 8-18a: Demographic Characteristics Favoring Use of Oral Care Gum, by Brand, 2004

The Consumer:  Mouthwash

Mouthwashers a Mighty 127 Million

Only Five Standout Factors in Mouthwash Use

Table 8-19: Demographic Characteristics Favoring Use of Mouthwash, 2004

Majority of Mouthwashers Do So Daily - At Least

Table 8-20: Mouthwash Use, by Weekly Frequency

Older Persons Notable Among Heavy Mouthwashers

Table 8-21a: Demographic Characteristics Favoring Use of Mouthwash, by Frequency of Use, 2004

Listerine by Far the Most Popular Mouthwash Brand

Table 8-22: Use of Mouthwash, by Brand, 2004

Age and Class Differences in Mouthwash Brand Use

Table 8-23a: Demographic Characteristics Favoring Use of Mouthwash, by Brand, 2004

The Consumer: Breath Mints/Strips

Almost 114 Million Adults Pop Breath Mints/Strips

Regular Mints More Popular Than Sugarless

College, Youth, Boomers, Affluence Suggested

Table 8-24: Demographic Characteristics Favoring Use of Breath Mints/Strips, by Type, 2004

A Huge Base Consumes Up to Seven Packs/Rolls Monthly

Table 8-25 Breath Mint and Breath Strip Use, by Monthly Frequency, 2004

(Thousands of Adults, in Last 30 Days)

Tic Tac, Altoids Are America’s Favorites

Table 8-26 Use of Breath Mints/Strips, by Brand, 2004

A Breath Mint for Every Demographic

Table 8-27a: Demographic Characteristics Favoring Use of Breath Mints or Strips, by Brand, 2004

The Consumer: Manual Toothbrushes

Toothbrush Users Are 184 Million Strong

Most of Us Use Medium-Bristle Brushes

Angled Handles More Popular Than Straight

Table 8-28: Use of Manual Toothbrushes, by Type, 2004

Overall Manual Brush Use Has No Prominences

Educated Folks Use Softer Bristles, Straight Handles

Table 8-29a: Demographic Characteristics Favoring Use of Manual Toothbrushes, by Type, 2004

Oral-B, Colgate, Crest Most Widely Used Manual Brushes

Table 8-30: Use of Manual Toothbrushes, by Brand, 2004

Diverse Manual Brush Brand Profiles

Table 8-31a Demographic Characteristics Favoring Use of Manual Toothbrushes, by Brand, 2004

The Consumer: Electric Toothbrushes

Almost 62 Million Are Power Brushers

Rechargeable and Battery-Operated Models About Equally Popular

Women, the Well-Educated, and Affluent Are Key

Users of Rechargeables Skew Older and Maybe Wiser

Table 8-32: Demographic Characteristics Favoring Use of Electric Toothbrushes, by Type, 2004

Oral-B and Crest Are Most Popular Power Brushes

Table 8-33: Use of Electric Toothbrushes, by Brand, 2004

Age, Schooling, Income, Region Distinguish Power Brush Brand Profiles

Table 8-34a: Demographic Characteristics Favoring Use of Electric Toothbrushes, by Brand, 2004

 

Chapter 9: Trends and Opportunities

Beyond Whiteners: The Great Uni-Product

Mergers and Acquisitions Serve to Extend Brands, Target Niches

Premium Pricing More Realistic

Youth, Ethnic, Male Audiences More Viable Targets Than Ever

 

 

Appendix: Addresses of Selected Marketers

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