Oral Care Products in the United States

Published: April 1, 2009 - 424 Pages

Table of Contents

  • Executive Summary
    • Three Categories: Dental Preps, Breath Control Products, Implements/Appliances
      • Methodology
      • Oral Care Nudges $9.1 Billion in 2008
      • Oral Care Market to Break $10.9 Billion Mark by 2014
        • Table Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, 2004-2014 (in millions of dollars)
      • Share by Category: Dental Preps Rock, Breath Controls Gain Ground
      • Share by Outlet: Mass Towers Over Other Channels
        • Table Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars and percent)
      • Population Growth is Basic Oral Care Driver, vs. Fad Stimuli
      • A Positive: During Recession, Good Hygiene Postpones Costly Visits to Dentist
      • About 2,000 New Tooth Cleaners Rolled Out Worldwide in 2007-2008
      • Despite Consumers' Fatigue with Innovation: U.S. Tooth Cleaner Assortment Still Swelling
      • Dental Preps Product Trends
      • New Breath Control Product Trends Worth Monitoring
      • Implement/Appliance Product Trends Worth Watching
      • Key Acquisitions and Deals
      • A Contender Closes Its Doors
      • Over 204.6 Million Adults Use Tooth Cleaners
      • Nearly 27.8 Million Use Dedicated Tooth Whiteners
      • Nearly 27.2 Million People Use Denture Cleansers
      • Nearly 68.7 Million Chew Sugarless Gum; 10.3 Million Chew Dental Gum
      • Mouthwash has 133.7 Million Users
      • Over 95.2 Million Pop Breath Mints
      • Users of Manual Toothbrushes Number 186.9 Million
      • Almost 71.4 Million Users of Electric Toothbrushes
      • Floss User-Base at 134.4 Million
      • Over 62.3 Million Adults Go to the Dentist
  • The Overall Market
    • Highlights
    • Introduction
      • Market Parameters
      • Glossary of Terms Used
      • Methodology
    • The Products
      • Three Categories: Dental Preps, Breath Control Products, Implements/Appliances
      • Lots and Lots and Lots of Product Overlap
      • Natural and Chemical Formulations Blurring Together
    • Regulation of Oral Care Claims
      • FDA Classes HBC Products in Three Ways
      • Natural and Organic HBC Industry Still Hungry for Regulation…
      • ...But a Draft of Standards from NSF International was Released in 2008
      • …And Here's the First Organic HBC Standard!
      • Four Bits of Regulation or Quasi-Regulation that are Forces
      • FTC Still Hampered by Lack of Natural/Organic HBC Standards
    • Overall Market Size and Growth
      • Oral Care Nudges $9.1 Billion in 2008
      • A Mature Market Shows Surprising Life
      • Dental Preps, Driven by Natural Brands, Break $3.9 Billion
      • Breath Control Products in Strong Build to $3.1 Billion
      • Implements/Appliances Manage to Top $2.0 Billion in 2008
        • Table U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2004-2008 (in millions of dollars)
      • Share by Category: Dental Preps Rock, Breath Controls Gain Ground
        • Table Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2004-2008 (percent)
      • Natural/Organic Segment in Bull's Rush to $1 Billion
      • Share of Oral Care Sales by Outlet: Mass Towers over Other Channels
        • Table Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars)
    • Factors in Overall Market Growth
      • Population Growth the Basic Oral Care Sales Driver, vs. Fad Stimuli
        • Table Projected U.S. Population, by Age Bracket, 2008-2014* (in thousands)
      • A Positive: During Recession, Good Hygiene Postpones Costly Visits to Dentist
      • Update: Do We Still Have Innovation Fatigue?
      • Outlook: Natural/Organic Oral Care Products
      • Outlook: Oral Care in Prestige, and Its Trickle Down to Mass
      • Fear of Systemic Infections
    • Projected Sales
      • Oral Care Market to Break $10.9 Billion Mark by 2014
      • Dental Preps to Near $4.7 Billion Mark
      • Breath Control Products Foreseen to Reach $3.8 Billion
      • Implements/Appliances on Way to $2.4 Billion
        • Table Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2008-2014 (in millions of dollars)
    • The Marketers
      • Numbers of Significant Oral Care Players Marketers in Mass
      • More Marketers of Dental Preps in 2008…
      • ...While Breath Control, Implement/Appliance Competition Consolidates
        • Table Numbers of Significant* Oral Care Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
      • The Top 10 Oral Care Marketers of 2008
      • Top 10 Control 86% of Oral Care Retail Value in Mass
        • Table Share of U.S. Mass Retail* Dollar Sales of Consumer Oral Care Products, by Top 10 Marketers and Their Category Involvements, 2008 (in dollars)
  • Trends and Opportunities
    • Highlights
      • Mature Oral Care Market Lively - but Recession-Proof?
      • Fads, Cycles, Reciprocities, Show Biz
      • Big Players Depend on Endless Innovation...
      • ...While Mid-Range and Small Fish have Only Sharp Positionings
      • Home Pro Oral Care a Consumer Behavior, and a Product Trend
      • Dedicated Whiteners are Still in Free-Fall
        • Table U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2014 (in millions of dollars)
        • Table Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008*
        • Table Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months)
        • Table Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Natural/Organic Segment Rushes to $1.0 Billion in 2004-2008
        • Table U.S. Retail Dollar Sales of Natural/Organic Oral Care Products, 2004-2014 (in millions of dollars)
      • Prestige and Pop Prestige Oral Care Inches Forward, Ever Forward
      • Global OTC Oral Care Estimated at $32.0 Billion
      • Oral Care Markets Thrive in Big Five European Countries
      • Runaway Growth Potential in BRIC Countries
      • Electric Toothbrush Execs Take Note: Japanese Lead World in Coupon Delivery by Mobile
      • Financial Crisis Creates Opportunities
  • The Dental Preparations Category: Tooth Cleaners/Whiteners/Denture Products/Pain Remedies
    • Highlights
    • The Products
      • Parameters of the Dental Preps Category
      • Nine Tooth Cleaner Types, and Their Forms
      • Dedicated Whiteners
      • Common Tooth Cleaner Ingredients
        • Table Common Tooth Cleaner Ingredients
      • Controversial Ingredients: Fluoride, Parabens, PG, and SLFs
      • A Variety of Tooth Cleaner Delivery Systems
      • Denture Products: Adhesives, Cleansers, Cushions
      • Oral Pain Remedies
      • A New Product Class: Home Pro Oral Care
    • Category Size and Growth
      • Dental Preps, Driven by Natural Brands, Break $3.9 Billion
      • Preps Lose Premium Punch
        • Table U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), 2004-2008
      • Tooth Cleaners/Whiteners Persevere, Finish 2004-2008 at $3.3 Billion
      • ...Though Dedicated Whiteners Are Still in Free-Fall
        • Table U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2008 (in millions of dollars)
      • Denture Products in Downward Arc to $405 Million
      • In Mass, Denture Adhesives Control a Third of Denture Product Sales
        • Table 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)
      • Pain Remedies Stagnate, Inch to $248 Million
      • Tooth Cleaners/Whiteners Account for Most Dental Preps Sales
        • Table Share of U.S. Retail Dollar Sales of Dental Preparations Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), by Segment, 2004-2008 (percent)
      • Mass Rules Dental Prep Sales
      • Regionality of Dental Preps Sales
        • Table Use of Tooth Cleaners/Whiteners, by Marketing Region, 2008 (percentage of adults)
        • Table Use of Whitening Gels and Strips, by Marketing Region, 2008 (percentage of adults)
        • Table Use of Denture Cleansers, by Marketing Region, 2008 (percentage of adults)
    • Factors in Category Growth
      • Some Factors Same as for Overall Market
    • Projected Sales
      • Dental Preps to Approach $4.7 Billion in 2014
      • Tooth Cleaners/Whiteners to Leap Past $4.0 Billion Mark
      • Dedicated Whiteners Will Continue Downward to $253 Million
      • Denture Products to Continue Slide to $346 Million
      • Pain Remedies Will C - R - A - W - L to $277 Million
        • Table Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Pain Remedies), 2008-2014 (in millions of dollars)
    • The Marketers
      • Of 300 Dental Preps Marketers, Fewer Than 40 Significant in Mass
        • Table Numbers of Significant* Dental Preparations Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
      • Main Company Types: Packaged Goods Makers, Drug Makers, Specialists
      • Importers Active in Natural HBC Channel
        • Table Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Oral Pain Remedies) and Their Representative Brands, 2009
    • Dental Preps Marketer and Brand Share
      • Note on IRI Data
      • In Toothpaste Segment, P&G Poised to Take Lead from Colgate
        • Table Share of U.S. Retail Dollar Sales of Tooth Cleaners (Pastes, Gels, Powders, Etc.), by Marketer and Brand, 2003-2008*
      • P&G, J&J, and Upstart Glaxo Are Triumvirate in Dedicated Whiteners
        • Table Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008*
      • P&G, Glaxo Together Control 86% of Denture Adhesive Dollars
        • Table Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2008*
      • Glaxo and Regent Account for 98% of Denture Cleanser Paste/Powder Sales
        • Table Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2008*
      • Glaxo, J&J, Private Label Rule Denture Cleanser Tablets
        • Table Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2008*
      • Roberts and Combe Have Lock on Denture Cushion Segment
        • Table Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2008*
      • Church & Dwight Buys Orajel -- and Leadership in Oral Pain Remedies
        • Table Share of U.S. Retail Dollar Sales of Oral Pain Remedies, by Marketer and Brand, 2005-2008*
    • Marketing and Product Trends
      • About 2,000 New Tooth Cleaners Rolled Out Worldwide in 2007-2008
      • Re Consumers' Innovation Fatigue: U.S. Tooth Cleaner Assortment Still Swelling
      • China and United States Are Busiest Tooth Cleaner Battlegrounds
        • Table Numbers of New Tooth Cleaners, by Country, 2007-2008
      • Colgate-Palmolive Made 392 Tooth Cleaner Introductions
        • Table Numbers of New Tooth Cleaner Introductions, Worldwide by Company, 2008
      • "Kids," "Fluoride," "Natural" Are Most Frequent Tags on New Tooth Cleaner Labels Worldwide
        • Table Reports* of New Tooth Cleaner Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008
      • Dental Preps Product Trends
    • Consumer Advertising Positioning
      • Most Ads for Dental Preps Are Basic Pitches
      • Protection from Systemic Infections That Originate in the Mouth
      • Raising a Whitener to the Level of a Beauty Product
      • The Experiential: Home for Xmas, and Cavorting Oldsters
      • The Experiential: First Use of Lice in a Toothpaste Ad
      • Ad Sources
    • Consumer Promotions
      • Couponing
      • A Charitable Tie-In
      • An Educational Program
      • Contests and Sweepstakes
  • The Breath Control Category: Gum/ Mouthwash/Breath Fresheners
    • Highlights
    • The Products
      • Breath Control Category Definition
      • Three Breath Control Segments: Gum, Mouthwash, Breath Fresheners
      • Oral Care Gums Do Everything: Prevent Cavities, Whiten, Freshen…
      • Mouthwash
      • Mouthwashes Classed as Either Cosmetic or Therapeutic
      • Mouthwash Sold in Regular or Concentrated Forms
      • Natural or Organic Mouthwashes
      • Whitening Mouthwashes
      • Niche Mouthwashes: Anti-Xerostomics, Tobacco Stain Removers, Plaque-Fighters…
      • Mouthwash Ingredient Types
      • Breath Freshener Types
      • Gums, Candies Subject to FDA Rules
    • Category Size and Growth
      • Breath Control Products in Lively Pace to $3.1 Billion in 2004-2008
      • Performance, Social Lifestyles Favored Gum, Mouthwash Sales
        • Table U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (in millions of dollars)
      • Gum Jumps Over Moon to $1.5 Billion
      • Mouthwash Hurdles $1.0 Billion Mark
      • Sales of Natural Mouthwash as High as $146.9 Million
      • Breath Fresheners Meander Down to $517 Million
      • Retail Dollar-Wise, Gum is Half of Category
        • Table Share of U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (percent)
      • Mass Rules Breath Control, with Three Quarters of Retail Dollars
      • Regionality of Breath Control Sales
        • Table Use of Sugarless and Dental Chewing Gums, by Marketing Region, 2008 (in thousands of adults)
        • Table Use of Mouthwash, by Marketing Region, 2008 (in thousands of adults)
        • Table Use of Breath Mints and Dissolvable Breath Strips, by Marketing Region, 2008 (in thousands of adults)
    • Factors in Category Growth
      • Breath Control has Factors in Common with Overall Market
      • Breath Control Fads Give Way to Solid Trends
      • The Timely Birth of Home Pro Oral Care
      • It's Still All About Youth - Not!
      • Serious Breath Control Treatment on Rise
      • America's on Drugs, So its Mouths are Dry
      • Natural Mouthwash Expected to Keep Thriving
      • Prestige-Tier Breath Controllers Mostly Phantoms, Yet Influential
    • Projected Sales
      • Breath Controllers to Retail at $3.8 Billion in 2014
      • Gum Predicted to Rush to $2.1 Billion
      • Mouthwash to Chug Past $1.2 Billion
      • Breath Fresheners will Continue Slide to $457 Million
        • Table Projected U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2008-2014 (in millions of dollars)
    • The Marketers
      • Of 300-400 Breath Control Marketers, Only 26 Significant in Mass in 2008
      • A Diversity of Marketers in this Category
      • Don't Forget Marketers of Natural/Organic Breath Controls
        • Table Numbers of Significant* Marketers of Breath Control Products in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008
        • Table Leading Marketers of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), and Their Representative Brands, 2009
    • Breath Control Marketer and Brand Share in Mass
      • Note on IRI Data
      • Mars has Merged its Way to Leadership in Sugarless Gum
        • Table Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2008*
      • J&J, with Listerine Brand, Controls Half of Mouthwash Sales
        • Table Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2008*
      • Hershey, Mars, Ferrero are Ruling Trio in Breath Mint Segment
        • Table Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2008*
      • J&J Has Two-Thirds of Breath Freshener Spray/Drop Dollars
        • Table Share of U.S. Retail Dollar Sales of Breath Freshener Sprays/Drops, by Marketer and Brand, 2003-2008*
    • Marketing and Product Trends
      • Over 200 Sugarless Gum SKUs Introed Worldwide in 2007-2008
      • Japan, United States Lead Sugarless Gum Intros
        • Table Numbers of New Sugarless Gum SKUs, by Country, 2007-2008
      • Cadbury Schweppes the Top Introducer of Sugarless Gum
        • Table Numbers of New Sugarless Gum Introductions, Worldwide by Company, 2007-2008
      • "Sugarless," "Women" are Most Common Sugarless Gum Tags
        • Table Reports* of New Sugarless Gum Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008
      • United States, India, Japan are Main Mouthwash Introducers
        • Table Numbers of New Mouthwash SKUs, by Country, 2007-2008
      • Colgate-Palmolive, J&J, Henkel Crank Out New Mouthwashes
        • Table Numbers of New Mouthwash Introductions, Worldwide by Company, 2007-2008
      • "Sugarless," "Fluoride," "Natural" the Most Reported Mouthwash Tags
        • Table Reports* of New Mouthwash Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008
      • New Breath Control Product Trends Worth Monitoring
    • Consumer Advertising Positioning
      • Basic Pitches and Beauty Shots for Mouthwash
      • Exception: An Advertorial for a Major Mouthwash?!
      • Exception: Eskimos on Behalf of Mouthwash
      • Gum, Breath Freshener Ads: Experiential, Often Humorous Themes
      • Breath Control Product Ad Sources
    • Consumer Promotions
      • Couponing
      • A Monthly Sweepstakes
      • A Rebate for Eight Samples
      • Fixing Disfigured Smiles
  • The Implements and Appliances Category: Toothbrushes/Electric Appliances/Tools and Accessories/Floss
    • Highlights
    • The Products
      • Scope of the Implements/Appliances Category
      • Manual Toothbrushes
      • Electric Appliances: Power Brushes, Flossers, Irrigators
      • AC versus Battery-Operated: Price Affected by Power Source
      • An Appliance Aftermarket: Replacement Heads and Nozzles
      • Dental Tools and Accessories
      • Floss
    • Category Size and Growth
      • Implements/Appliances Manage to Top $2 Billion in 2008
        • Table 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)
      • Brushes Trend Back Up to $759 Million
      • Electric Appliances Slip to $751 Million
      • Tools/Accessories in Strong Progress to $349 Million
      • Floss Continues Stagnant at $183 Million
      • Share by Product: Manual Brushes Take Lead from Power Appliances
        • Table Share of U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Tools and Accessories, and Floss), 2004-2008 (percent)
      • Mass Rules Implements/Appliances, but Maybe Not Electric Segment
      • Regionality of Dental Implement/Appliance Sales
      • Manual Toothbrush Use so Widespread that No Region is Featured
        • Table Use of Manual Toothbrushes, by Marketing Region, 2008 (adults)
      • Among Electric Toothbrush Users, Southeasterners and West Coast Residents Stand Out
        • Table Use of Electric Toothbrushes, by Marketing Region, 2008 (adults)
      • West Coast Residents More Apt to Be Flossers
        • Table Use of Dental Floss, by Marketing Region, 2008 (adults)
    • Factors in Category Growth
      • How U.S. Population, Age Trends Affect Implement/Appliance Segments
      • The Implement/Appliance Cycle of Purchase, Use, Replacement
      • Drama of Sales Reciprocity Between Manual, Electric Brushes
      • How the Bad Economy Helps Prevent Innovation Fatigue
      • Cheap Power Brushes Never to Soar Again, Bring Down Whole Segment's Prices
      • Update: We Still Hate to Do It...But Now 1 in 3 Adults Floss
    • Projected Sales
      • Implements/Appliances Will Climb to $2.4 Billion by 2014
      • Manual Brushes Forecast to Reach $880 Million
      • Electric Appliances to Rally to $764 Million
      • Tools/Accessories to Swell to $421 Million
      • Floss Will Struggle to $198 Million
        • Table 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)
    • The Marketers
      • Of 250-300 Implements/Appliances Marketers, Just 24 Notable in Mass
      • Implement/Appliance Field of Rivals in Mass is Still Shrinking
        • Table Numbers of Significant* Oral Care Implements/Appliances Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003 2008
      • Players Include Packaged Goods, Drug, Electronics Companies
        • Table Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands, 2009
    • Marketer and Brand Share
      • Note on IRI Data
      • P&G, Colgate Control Over 70% of Manual Brush Sales in Mass
        • Table Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand, 2003-2008*
      • P&G Leads Four Power Brush Players With Double-Digit Share
        • Table Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2008*
      • P&G Rules Tools - But Philips Could Stage a Coup
        • Table Share of U.S. Retail Dollar Sales of Manual Dental Tools and Accessories, by Marketer and Brand, 2003-2008*
      • P&G, J&J, Private Label Tie Up Floss Share
        • Table Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2008*
    • Marketing and Product Trends
      • Over 1,500 New Manual Toothbrushes Worldwide in 2007-2008
      • Chinese, U.S. Rates of Toothbrush Introduction Highest
        • Table Numbers of New Manual Toothbrush Introductions, by Country, 2007-2008
      • Colgate, P&G Crank Out 559 Toothbrush Rollouts in Two Years
        • Table Numbers of New Manual Toothbrush Introductions, Worldwide by Company, 2007-2008
      • Around the Globe, 117 New Electric Toothbrush SKUs in 2007-2008
      • U.S., China Lead in Electric Toothbrush Intros
        • Table Numbers of New Electric Toothbrush Introductions, by Country, 2007-2008
      • P&G, Colgate Most Avid Introducers of Electric Toothbrushes
        • Table Numbers of New Electric Toothbrush Introductions, Worldwide by Company, 2007-2008
      • Implement/Appliance Product Trends Worth Watching
    • Consumer Advertising Positioning
      • High Tech and Good or You
      • A Viral Video About Killing Germs
      • Video Says Irrigation is Fast and Easy, Flossing is Yeeccchhh!
      • Toothbrush Handles' Flexibility
      • No Boiling - and One Size Fits All
      • Our Ad Sources
    • Consumer Promotions
      • Couponing
      • Dear Elecric Toothbrush Exec; Try Mobile for Coupon Delivery
      • February is National Children's Dental Health Month
      • A Benefit for the Special Olympics - and Operation Smile
  • The Competitive Situation
    • Highlights
    • Brief Overview of OTC Oral Care Competition
      • Oral Care Marketers' Opportunities in Evolving Retail Scene
      • Off to Conquer the World Market? Or Avoiding the Crowd at Home?
      • There's a Kind of a Hush, all Over the World, This Year
      • Key Oral Care Acquisitions and Deals
      • A Contender Closes its Doors
      • Eight Marketers Profiled
    • Competitive Profile: Church & Dwight Co., Inc.
      • Table Competitive Profile: Church & Dwight Co., Inc.
      • Net Sales Jump to $2.4 Billion in 2008
      • Foreign Markets Yield 17% of C&D's 2008 Sales
      • A Core Brand, and a Stable of Acquired Brands
      • Other Church & Dwight Brands
    • Competitive Profile: Colgate-Palmolive Co.
      • Table Competitive Profile: Colgate-Palmolive Co.
      • Net Sales Climb Past $15.3 Billion in 2008
      • Colgate Leads in Global Oral Care Market - But Not at Home
      • Colgate the Most Extended Oral Care Brand in the World
      • Colgate's "Aggressive Conservatism"
      • Some Quasi-Medical Product Positionings
      • Other Famous Colgate Brands
    • Competitive Profile: Mars, Inc./Wm. Wrigley, Jr. Co.
      • Table Competitive Profile: Mars, Inc./Wm. Wrigley, Jr. Co.
      • Mars' Sales Estimated at $27.4 Billion - At Minimum - in 2008
      • Mars' Merger with Wm. Wrigley
      • Sales of Wm. Wrigley's Brands by World Region
      • Wrigley Fighting International Battles for Brand Share
      • Wrigley's Extensions Positioned on Health, Stress Relief, Whitening, Nice Breath…
      • Mars' Brands Outside the Oral Care Realm
    • Competitive Profile: The Procter & Gamble Company
      • Table Competitive Profile: The Procter & Gamble Company
      • Net Sales Jump Yet Again to $83.5 Billion in Fiscal 2008
      • P&G Has 20% Share of World's Oral Care Sales
      • First Half 2009 Results Reflect State of World Economy
      • P&G Owns Some of Planet's Most Popular Brands
      • Thinking in Terms of Innovation, Company-Wide
      • Shrewd Maneuvers in Oral Care
      • P&G the Original Global Packaged Goods Marketer
      • The Ocado Experiment
    • Competitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary
      • Table Competitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary
      • Sales Slip to €26.4 Billion in 2008
      • Philips Derives a Third of Sales from Emerging Markets
      • Royal Philips' Message of Holistic Wellness - And Compact Design
      • Royal Philips Means to Be Green
      • Other Philips Products
    • Three Oral Care Marketers to Watch
      • Two Specialists and a Chaebol
    • Kiss My Face Corporation
      • Table Kiss My Face Corporation
    • Lotte Holdings Co., Ltd./Lotte Confectionery Co., Ltd.
      • Table Lotte Holdings Co., Ltd./Lotte Confectionery Co., Ltd.
    • Violight, Inc.
      • Table Violight, Inc.
  • Distribution & Retail
    • Highlights
    • Distribution and Retail
      • Oral Care Product Paths: Trad Four-Step, DSD, Rack-Jobbing, "Direct"
      • On Raw Materials Path, Natural/Organic Ingredient Sources Limited
      • Mass the Primary Retail Channel for Oral Care Products
        • Table Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars)
      • Over 40,000 U.S. Drugstores: CVS Caremark is Largest Druggist
      • Thin Margins Fattened by Innovation and Premium Products
      • Philips Urges Out-of-Pack Display and In-Store Demos
    • Retailer Profile: The Carlyle Group/Alliance Boots PLC
      • Table Retailer Profile: The Carlyle Group/Alliance Boots PLC
      • Alliance Boots Revenue Reaches £17.8 Billion in FY2008
      • Latest Owner: The Carlyle Group
      • Post-Merger, a Vertically Integrated Powerhouse
      • Famous Private Labels
      • Alliance Boots Retries International Ops
    • Retailer Profile: CVS Caremark Corporation
      • Table Retailer Profile: CVS Caremark Corporation
      • A Record $87.5 Billion in 2008
      • Over 4 Million Customers in 6,981 Stores, Every Day
      • CVS' New Upscale Chain: Beauty 360
  • The Consumer
    • Highlights
    • About Simmons Data
      • What They Are…
      • …And How to Use Them
      • The Survey's Overall Gauge
      • Marketing Regions Defined
        • Table Projections of Numbers of U.S. Adults,* by Demographic Factor, 2008 (In Thousands)
      • Hispanics May Be of Any Race
        • Table U.S. Adult* Population, by Race and Hispanic Origin, and by Hispanic Overlap With Racial Components, 2008 (In Thousands)
    • The Oral Care Consumer: Psychographics
      • Oral Health a Concern of 73.4 Million Adults
      • Lots of Faith in Private Label
      • Other Pertinent Data
        • Table U.S. Adults'* Strong Agreement With 25 Statements Concerning Health, Lifestyle, and Attitude, 2008 (adults in thousands)
      • Over 62.3 Million Adults Go to the Dentist
    • The Consumer of Dental Preparations: Toothpaste, Whiteners, Denture Products
      • Over 204.6 Million Adults Use Tooth Cleaners
      • Paste Is Still Dominant Form, But Gels Gain Ground
      • Regular Tooth Cleaners Take Lead Among Types
        • Table Use of Tooth Cleaners (Toothpaste, Tooth Gel, etc.), by Form and Type, 2006-2008 (adults in thousands, in recent 12 months)
      • Twice-Daily Tooth Cleaning Is Most Popular
        • Table Use of Tooth Cleaners, by Daily Frequency, 2008 (adults in thousands, per day)
      • Tooth Cleaner Use So Widespread That NO Demographics Stand Out
        • Table Demographic Characteristics Most Favoring Use of Tooth Cleaners, 2008 (adults* in thousands)
      • Men All Over the World Consider Whitening Toothpaste a Basic Grooming Aid
      • Colgate, Then Crest, Most Popular Tooth Cleaner Brands
        • Table Use of Tooth Cleaners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Nearly 27.8 Million Use Dedicated Tooth Whiteners
      • Dedicated Whitener Forms: Strips Far More Popular Than Gels
      • Strip vs. Gel Whiteners: Youth, Affluence Are Pivotal Issues
        • Table Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months)
      • No Surprise -- Crest Whitestrips the Most Popular Dedicated Whitener Brand
        • Table Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Nearly 27.2 Million People Use Denture Cleansers
      • Some Use Both Denture Cleansers and Toothpaste
      • One in Three Wearers of Dentures Cleanses Them Daily
        • Table Use of Denture Cleansers, by Weekly Frequency, 2008 (adults in thousands, per week)
      • Denture Cleanser Use a Function of Age, Education, Income
        • Table Demographic Characteristics Most Favoring Use of Denture Cleansers, 2008 (adults in thousands, in recent 12 months)
      • Efferdent Denture Cleaner Use Prevails
        • Table Use of Denture Cleansers, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
    • The Consumer of Breath Control Products: Gum, Mouthwash, Breath Mints/Strips
      • Nearly 68.7 Million Chew Sugarless Gum; 10.3 Million Chew Dental Gum
      • The Mint Family of Gum Flavors Is Most Preferred by America
        • Table Use of All Chewing Gum, by Flavor, 2008 (adults in thousands, in recent 12 months)
      • Presence of Kids, Affluence Mark Sugarless and Dental Gum Use
        • Table Demographic Characteristics Most Favoring Use of Oral Care Gum, by Type, 2008 (adults in thousands, in recent 12 months)
      • Dentyne Ice, Wrigley's Are Most Popular Chewing Gum Brands
        • Table Use of All Chewing Gum, by Brand, 2008 (adults in thousands, in recent 12 months)
      • Mouthwash Has 133.7 Million Users
      • Over Half of Mouthwashers Do So at Least Once Daily
        • Table Mouthwash Use, by Weekly Frequency, 2008 (adults in thousands, in last 7 days)
      • Mouthwash Use Skews to the Less Affluent Consumer
        • Table Demographic Characteristics Most Favoring Use of Mouthwash, 2008 (adults in thousands, in recent 12 months)
      • Listerine Still Rocks as Mouthwash Leader
        • Table Use of Mouthwash, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Over 95.2 Million Pop Breath Mints
      • Americans Are Heavy Users of Breath Mints
        • Table Breath Mint and Dissolvable Breath Strip Use, by Monthly Frequency, 2008 (adults in thousands, in last 30 days)
      • Breath Mint Data Suggests a Lower-Income User
        • Table Demographic Characteristics Most Favoring Use of Breath Mints/Dissolvable Breath Strips, 2008 (adults in thousands, in recent 12 months)
      • Tic Tac Top Breath Mint With Consumers
        • Table Use of Breath Mints/Strips, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
    • The Consumer of Oral Care Implements/Appliances: Manual Toothbrushes, Electric Toothbrushes, Floss
      • Users of Manual Toothbrushes Number 186.9 Million
      • Brush Preferences: Medium Bristle, Angled Handle, Full Head
        • Table Use of Manual Toothbrushes, by Type, 2008 (adults in thousands, in recent 12 months)
      • In Manual Toothbrush Use, No Demographic Stands Out
        • Table Demographic Characteristics Most Favoring Use of Manual Toothbrushes, 2008 (adults in thousands, in recent 12 months)
      • Colgate, Oral-B Are Most Popular Manual Brush Brands
        • Table Use of Manual Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Almost 71.4 Million Users of Electric Toothbrushes
      • Use of Power Brushes by Power Source Is Split 50-50
      • Electric Toothbrush Use: Older, Well Educated, Affluent Are Featured
        • Table Demographic Characteristics Most Favoring Use of Electric Toothbrushes, 2008 (adults in thousands, in recent 12 months)
      • Braun Oral-B's Power Brushes Eclipse Colgate's in Popularity
        • Table Use of Electric Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months)
      • Floss User-Base At 134.4 Million
      • Practically All Flossers Use the Product One or More Times Per Week
        • Table Use of Dental Floss, by Weekly Frequency, 2008 (adults, in thousands, in last 7 days)
      • Middle Age, Affluence, Marriage Encourage Floss Use
        • Table Demographic Characteristics Most Favoring Use of Dental Floss, 2008 (adults in thousands, in recent 12 months)
      • Most Widely Used Floss Is Branded Oral-B
        • Table Use of Dental Floss, by Brand, 2008 (adults in thousands, in recent 12 months)
  • Addresses of Selected Marketers

Abstract

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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