MarketLooks: Oral Care Products

Published: October 1, 2004 - 22 Pages

Table of Contents

Three Product Categories Defined
Packaged Facts identifies three oral care categories: Dental Preparations,
Gum/Mouthwash/Breath Fresheners, and Implements/Appliances.

Market Size
Retail dollar sales of oral care products are estimated at $7.2 billion in 2004 - nearly $1 billion
higher than in 2000.

Forecast and Factors
Driven by whiteners, by aging baby boomers, and also by positioning to youth, oral care sales are
projected to reach almost $8.5 billion as of 2009.

Top Ten Marketers
P&G, Colgate, and Pfizer lead the pack of top ten oral care marketers.

Numbers of Users, by Product
No surprise - toothpaste and manual toothbrushes are the most popular oral care items. But the
numbers indicate lots of potential for other product types, at least in absolute terms.

Competitive Profiles
Colgate-Palmolive Co.
The Gillette Co.
Pfizer, Inc.
The Procter & Gamble Co.
Wm. Wrigley, Jr. Co.


MarketLooks, from, are concise 15-30 page summaries of popular full-length market research reports published by Packaged Facts. This MarketLooks report has been compiled from the following full-length study:

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

Published: November 2004

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The following is the abstract from the full report:

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.

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