• Table 1-5 U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2006
  (In Millions)
  
• Table 1-7 Use of Dedicated Whiteners, by Marketing Region, 2006 (Adults)
  Table 1-8 Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2006*
  
• Table 1-9 Selected New Introductions of Dedicated Whiteners and Whitening Tooth Cleaners, 2005-2006
  
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
  
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
  
• Table 1-10 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006 (Adults in Thousands, in Recent 12 Months)
  
• Table 1-11 Use of Dedicated Tooth Whiteners, by Brand, 2006 (Adults, in Recent 12 Months)

Chapter 2 The Overall Market

• Market Definition
  
• Clarification of Terms
  
• Methodology

• The Three Categories
  
• Dental Preparations
  
• Gum/Mouthwash/Breath Fresheners
  
• Implements/Appliances
  
• Lots of Product Overlap
  
• Natural vs. Chemical Formulations

• How Claims Are Classed
  
• Over-the-Counter Dental Drugs
  
• Dental Drugs
  
• Dental Cosmetic Products
  
• Natural and Organic Personal Care Industry
  
• ...And It May Be Just a Few Years Away
  
• Role of the FTC

• Oral Care in Slow Climb to $7.5 Billion in 2006
  
• A Mature Market with Hot Spots and Dead Spots
  
• Table 2-1 U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2006 (In Millions)
  
• Dental Preps Hover Round $3.1 Billion Mark
  
• Gum/Mouthwash/Breath Fresheners Climb to $2.7 Billion
  
• Implements/Appliances Stall Near $1.8 Billion
  
• Share by Category: Gum/Mouthwash/Breath Fresheners the
  
• Big Gainer
  
• Table 2-2 Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2006

• Population Growth
  
• Boomers Remain Highly Influential, But Are Passing the Torch…
  
• Gens X and Y and Z
  
• Table 2-3 Projected U.S. Population, by Age Bracket, 2005-2020
  (In Thousands)
  
• We’ve All Got Innovation Fatigue
  
• ...Yet It’s Innovative Thinking That Offers Hope
  
• Natural and Prestige Oral Care Blur the Old Boundaries
  
• Dental Tech Dampens Sales of Some OTC Products
  
• The High Cost of Dental Work - An Ambivalent Factor
  
• Positionings on Overall Wellness
  
• Refreshing Dry Mouths and Bad Breath

• Oral Care Market Climbing to $8.9 Billion by 2012
  
• Dental Preps to Surpass $3.5 Billion
  
• Gum/Mouthwash/Breath Fresheners to Break $3.3 Billion
  
• Implements/Appliances to Reach $2 Billion
  
• Table 2-4 Projected U.S. Retail Dollar Sales of Oral Care Products, by Category, 2006-2012 (In Millions)

• Hundreds of Oral Care Marketers - But Only 80 Significant in Mass in 2006
  
• The Field in Mass Has Narrowed...
  
• …As Numbers of Mass Marketers per Category Smoothe Out
  
• Table 2-5 Numbers of Significant* Oral Care Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
  
• Types of Oral Care Companies
  
• Master Table of Marketers/Brands
  
• Table 2-6 Leading Oral Care Marketers, and Their Representative Brands and Category Involvements

• P&G Is the Dominator
  
• Share Picture Reflects Consolidation
  
• Table 2-7 Share of U.S. Mass Retail* Dollar Sales of Oral Care Products, by Marketer, 2006**

• Oral Care Marketers Spend $891 Million to Advertise in 2005
  
• Gum/Mouthwash/Breath Freshener Category Takes Most Ad $ in 2005
  
• Hidden Spends
  
• Television Still Receives Greatest Share of Dollars
  
• P&G Leads 12 Marketers Making Buys of $10 Million-Plus

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

• The Products
  
  • Scope of Category
    
  • Four Main Segments
    
  • Nine Tooth Cleaner Types, and Their Forms
    
    • Antigingivitis
      
    • Antiplaque/Antitartar
      
    • Baking Soda
      
    • Children’s
      
    • Combos
      
    • Desensitizing
      
    • Fluoride - or “Regular”
      
    • Natural
      
    • Whitening
    
    
    
  • Dedicated Whiteners
    
  • Some Common Tooth Cleaner Ingredients
    
    • Table 3-1 Common Tooth Cleaner Ingredients
    
    
    
  • Controversial Ingredients: Fluoride and Sodium Lauryl Sulfate
    
  • A Variety of Tooth Cleaner Delivery Systems
    
  • Denture Products: Adhesives, Cleansers, Cushions
    
  • Oral Pain Remedies
  
  
  
  
  
• Category Size and Growth
  
  • Dental Preps Still Hug $3.1 Billion Mark in 2006
    
  • “Innovation Fatigue” + Advanced Dentistry = Dull Sales
    
    • Table 3-2 U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), 2002-2006 (In Millions)
    
    
    
  • Tooth Cleaners/Whiteners Retreat to $2.4 Billion
    
  • Sales of Dedicated Whiteners Plummet
    
  • Table 3-2A U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2002-2006 (In Millions)
    
    • Table 3-2B Share of U.S. Retail Dollar Sales of Denture Products,
      by Type, 2006
    
    
    
  • Supermarkets Dominate Tooth Cleaners/Whiteners Mass-Mart Outlet Share
    
  • Denture Products Continue Slippage to $415 Million
    
  • Adhesives Rule Sales of Denture Products
    
  • Pain Remedies Crawl to $237 Million
    
  • Tooth Cleaners/Whiteners Remain Dominant Product Types
    
    • Table 3-3 Share of U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), by Segment, 2002-2006
    
    
    
  • Regionality of Dental Prep Sales
    
    • Tooth Cleaner Regionality Is Uniform
      
    • Table 3-4 Use of Tooth Cleaners/Whiteners, by Marketing Region,
      2006 (Adults)
      
    • Dedicated Whiteners Most Favored in Southeast
      
    • Table 3-5 Use of Dedicated Whiteners, by Marketing Region, 2006 (Adults)
      
    • Denture Adhesive Use: East Central, Southeast, Southwest Have Skews
      
    • Table 3-6 Use of Denture Adhesives, by Marketing Region, 2006 (Adults)
      
    • Pockets of Denture Cleanser Users in East Central, Southeast
      
    • Table 3-7 Use of Denture Cleansers, by Marketing Region, 2006 (Adults)
  
  
  
• Factors in Category Growth
  
  • Some Factors Same as for Overall Market
    
  • Population Growth
    
  • Dedicated Whiteners Once the Biggest Driver, Now the Biggest Drag
    
  • Looking Beyond Innovation Fatigue
    
  • Licensing Still Key in the Kids’ Tooth Cleaner Segment
    
  • Does Licensing Have Potential to Reach Other Age Groups?
    
  • Dental Tech Nicks Away at Denture Products and Pain
    
  • Remedies Dollars
  
  
  
  
  
• Projected Sales
  
  • Dental Preps to Surpass $3.5 Billion in 2012
    
  • Tooth Cleaners/Whiteners to Approach $2.9 Billion
    
  • Denture Products to Slip to $411 Million
    
  • Pain Remedies to Struggle to $248 Million
    
  • Table 3-8 Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Pain Remedies), 2006-2012
    (In Millions)
  
  
  
• The Marketers
  
  • Of 250 Dental Preps Marketers, Just 31 Significant in Mass in 2006
    
  • Table 3-9 Numbers of Significant* Dental Preparations Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
    
  • Main Company Types: Packaged Goods Makers, Drug Makers, Specialists
    
  • Importers Active in Natural HBC Channel
    
  • Table of Marketers and Brands
    
  • Table 3-10 Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Oral Pain Remedies) and Their Representative Brands
  
  
  
• Marketer and Brand Shares
  
  • Note on IRI Data
    
  • In Toothpaste Segment, Colgate and P&G Run Neck and Neck
    
  • Table 3-11 Share of U.S. Retail Dollar Sales of Tooth Cleaners (Pastes, Gels, Powders, Etc.), by Marketer and Brand, 2003-2006*
    
  • P&G Takes Even More Control of Dedicated Whiteners
    
  • Table 3-12 Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2006*
    
  • P&G Still Commands Denture Adhesives
    
  • Table 3-13 Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2006*
    
  • Glaxo Dominates Denture Cleanser Pastes/Powders
    
  • Table 3-14 Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2006*
    
  • Glaxo Also the Leader in Denture Cleanser Tablets
    
  • Table 3-15 Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2006*
    
  • Combe Buys Leadership of Denture Cushions Segment
    
  • Table 3-16 Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2006*
    
  • Del Dominates Crowded Field of Oral Pain Remedy Marketers
  
  
  
  
  
• Marketing and Product Trends
  
  • Dental Preparations’ New Product Machine Runs a Bit Slower
    
  • Table 3-18 Annual Introductions of New Tooth Cleaners, 2002-2006*
    
  • Much Less Emphasis on Dedicated Whiteners
    
  • As Always, Lots of Botanical and/or Natural/Organic Preparations
    
  • Kids’ Tooth Cleaners
    
  • Prestige and Pop-Prestige Introductions
  
  
  
• Consumer Advertising Expenditures
  
  • Dental Preps Marketers Spend $328 Million in 2005
    
  • A Shift Away from Dedicated Whitener Ads
    
  • Television the Most Favored Tool
    
  • P&G Spends $166 Million
    
  • Glaxo’s Media Bill = $53 Million
    
  • Colgate Spends $53 Million, Too
    
  • Church & Dwight Bets $32 Million
    
  • Del’s $10.5 Million Push
    
  • Pfizer’s Buys Approach $7 Million
    
  • Combe Shells Out $5 Million
    
  • Tom’s of Maine Invests Less than $2 Million in Media
    
  • Other Spenders
  
  
  
• Consumer Advertising Positioning
  
  • Where and When Dental Preps Ads Were Observed...
    
  • The Usual Themes: Whiter Teeth, Fresher Breath, Less Plaque, Etc.
    
  • Systemic Health
    
  • Assurance of Lasting Freshness
    
  • Look Younger With Whiter Teeth
    
  • “The Tip for All-Day Grip”
  
  
  
• Consumer Promotions
  
  • Dental Preps Couponing Is Common
    
  • Free or Bonus Merchandise
    
  • Two Sweepstakes: One Traditional, One Highly Unusual
    
  • Sponsoring a Series on Public TV

Chapter 4 The Gum/Mouthwash/Breath Freshener
Category

• The Products
  
  • Category Definition
    
  • Oral Care Gums Prevent Cavities, Whiten, Freshen…
    
  • Mouthwashes = Mouth Rinses
    
  • Both Cosmetic and Therapeutic Mouthwashes
    
  • Mouthwash in Regular or Concentrated Forms
    
  • Niche Mouthwashes
    
  • Natural Mouthwashes
    
  • Whitening Mouthwashes
    
  • Mouthwash Ingredients
    
    • Antiseptics
      
    • Artificial Colors
      
    • Essential Oils
      
    • Flavors
      
    • Plaque Fighters
      
    • Sweeteners
    
    
    
  • Breath Freshener Types
    
  • Gums, Candies Subject to FDA Rules
  
  
  
• Category Size and Growth
  
  • Gum/Mouthwash/Breath Fresheners Push to $2.7 Billion in 2006
    
  • Lifestyles: Youth Most Favored Gum Sales in 2002-2006
    
  • Gum in Strong Run to $1.3 Billion
    
  • Table 4-1 U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, 2002-2006 (In Millions)
    
  • Mouthwash in Slow-Fast Progress to $964 Million
    
  • Breath Freshener Biz Not So Fresh at $455 Million
    
  • Mints Account for Most Breath Freshener Sales
    
  • Gum Steals Lots of Share from Breath Fresheners
    
  • Table 4-2 Share of U.S. Retail Dollar Sales of Oral Care Gum, Mouthwash, and Breath Fresheners, by Segment, 2002-2006
    
  • Regionality of Gum/Mouthwash/Breath Freshener Sales
    
    • Sugarless Gum Use Keys to West Central, Dental Gum to Southeast, Pacific
      
    • Table 4-3 Use of Sugarless Gum and Dental Gum, by Marketing Region, 2006 (Adults)
      
    • Little Marked Regionality to Mouthwash Use
      
    • Table 4-4 Use of Mouthwash, by Marketing Region, 2006
      
    • Breath Mints/Dissolvable Strips Best Loved in East Central States
  
  
  
• Factors in Category Growth
  
  • Morphing Lifestyles Favor Portability
    
  • It’s All About Youth! ...Right?
    
  • Cross-Functional Products to Help - If Assortment
    
  • Doesn’t Overwhelm
    
  • But Marketing, Healthier Formulations Are Also Drivers
    
  • A Burgeoning Niche Attacks Serious Halitosis
    
  • Oral Care Regimens and Prestige Potential
  
  
  
  
  
• Projected Sales
  
  • Gum/Mouthwash/Breath Fresheners to Break $3.3 Billion in 2012
    
  • Gum Charging Ahead to Almost $1.8 Billion
    
  • Mouthwash to Climb to $1.1 Billion
    
  • Breath Fresheners to Return to $450 Million Mark
  
  
  
• The Marketers
  
  • Among 300-400 Gum/Mouthwash/Breath Freshener Marketers, Only 27 Significant in Mass in 2006
    
  • A Narrowed Field of Competition
    
  • Table 4-7 Numbers of Significant* Oral Care Gum/Mouthwash, and Breath Freshener Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
    
  • A Diversity of Marketers in This Category
    
  • Table of Marketers and Their Brands
  
  
  
• Marketer and Brand Shares
  
  • Regarding IRI Data
    
  • Wrigley and Cadbury Account for 94% of Sugarless Gum Dollars
    
  • Table 4-9 Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2006*
    
  • Table 4-9[Cont.] Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2006*
    
  • J&J Acquires Listerine - and Mouthwash Leadership
    
  • Table 4-10 Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2006*Hershey Owns Top Breath Mint
    
  • Table 4-11 Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
    
  • Table 4-11[Cont.] Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
    
  • Table 4-11[Cont.] Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2006*
    
  • Ascendia and Its Binaca Tighten Control of Breath Spray/Drop
    
  • Segment
    
  • Table 4-12 Share of U.S. Retail Dollar Sales of Breath Freshener Sprays/Drops, by Marketer and Brand, 2003-2006*
    
  • J&J Commands Portable Oral Care
    
  • Table 4-12A Share of U.S. Retail Dollar Sales of Portable Oral Care Products, by Marketer and Brand, 2005-2006*
  
  
  
  
  
  
  
• Marketing and Product Trends
  
  • In Gum/Mouthwash/Breath Freshener Category, Too, Intros
    
  • Trend Fewer
    
  • Table 4-13 Annual Introductions of New Oral Care Gum/Mouthwash/Breath Freshener Products, 2002-2006*
    
  • Whitening Functions
    
  • Natural Formulation
    
  • Serious Breath Control
    
  • Mouthwash, Breath Fresheners Herald Oral Care in Prestige
    
  • Table 4-14 Selected New Introductions of Oral Care Gum, Mouthwash, and Breath Fresheners, 2005-2006
  
  
  
• Consumer Advertising Expenditures
  
  • Gum/Mouthwash/Breath Freshener Players Spend $359
    
  • Million in 2005
    
  • Gum Leads Ad Spending by Segment
    
  • As Always, Television Reigns
    
  • Wrigley’s Towering $103 Million in Buys
    
  • Pfizer’s Spend Exceeds $90 Million
    
  • Cadbury Schweppes Budgets $72 Million
    
  • P&G Banks on a $48 Million Buy
    
  • Perfetti Van Melle Counts on a Tastemaking $20 Million
    
  • Ferrero Spends $12.5 Million
    
  • Hershey Allots $11 Million
    
  • Discus Dental a Player, With $3 Million Spend
    
  • Other Spenders
  
  
  
• Consumer Advertising Positioning
  
  • Where, When Gum/Mouthwash/Breath Freshener Ads
    
  • Were Observed...
    
  • Breath Freshening, Of Course
    
  • Fight Plaque - While Mugging for the Mirror
    
  • Whitening Power
    
  • Get Social
    
  • Relief of Dry Mouth
    
  • Systemic/Holistic/Overall Health
    
  • Flavors Other Than Mint
    
  • A Superhero Mouthwash
  
  
  
• Consumer Promotions
  
  • Gum/Mouthwash/Breath Fresheners Often Couponed
    
  • Free Video Game Play
    
  • Free Merchandise
    
  • Help Build Our Mailing List
    
  • A NASCAR Sponsorship with a Latino Angle

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

• The Products
  
  • Category Definition
    
  • Manual Toothbrushes
    
  • Sizes and Bristle Grades
    
  • Materials
    
  • Designs - Classic versus High-Tech
    
  • Natural Toothbrushes - A Contradiction in Terms?
    
  • Special-Needs Brushes
    
  • Appliances: Power Brushes, Flossers, Irrigators
    
  • Power Brushes
    
  • Power Flossers
    
  • Irrigators
    
  • An Appliance Aftermarket: Replacement Heads and Nozzles
    
  • Floss
    
  • String versus Tape
    
  • Waxed versus Unwaxed
    
  • Flavored versus Unflavored
    
  • Delivery Systems and Flossing Tools
    
  • Dental Tools and Accessories
  
  
  
• Category Size and Growth
  
  • Implements/Appliances Still Hover at $1.8 Billion in 2006
    
  • Low-End Novelty Factor on Wane; The Economy Hurts, Too
    
  • Brushes Continue Bounce-Back to $734 Million
    
  • Table 5-1 U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools and Accessories), 2002-2006 (In Million)
    
  • Electric Appliances Slide to $673 Million
    
  • Floss Stagnant at $186 Million
    
  • Manual Tools Hit $208 Million
    
  • Share of Sales by Product Reveals Segment Relationships
    
  • Table 5-2 Share of U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools, and Accessories), 2002-2006
    
  • Regionality of Implement/Appliance Sales
    
  • Regional Use of Manual Brushes Pretty Uniform
    
  • Table 5-3 Use of Manual Toothbrushes, by Marketing Region, 2006 (Adults)
    
  • Pacific States Stand Out in Electric Toothbrush Use
  
  
  
• Factors in Category Growth
  
  • High-Tech Features - Are Consumers Paying Attention?
    
  • Important to Recognize the Purchase Cycle
    
  
  Low-End Appliance Fad Is Over
  

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

• Projected Sales
  
  • Implements/Appliances Category to Reach $2 Billion as of 2012
    
  • Manual Brushes to Be Worth $855 Million
    
  • Electric Appliances to Oscillate Up to $734 Million
    
  • Floss Seen in Climb to $216 Million
    
  • Tools/Accessories to Swell to $228 Million
    
  • Table 5-5 Projected U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Brushes, Electric Appliances, Floss, Tools and Accessories), 2006-2012(In Millions)
  
  
  
• The Marketers
  
  • Of 250 Implements/Appliances Marketers, Just 31 Are Significant
    
  • in Mass
    
  • Number of Significant Players in Mass Shrinks Rapidly
    
  • Table 5-6 Numbers of Significant* Oral Care Implements/Appliances Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2006
    
  • 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 Shares
  
  • Special Note about IRI Data
    
  • P&G Acquires Leading Brands in All Four Implement/Appliance Segments
    
  • P&G Commandeers Manual Toothbrush Segment
    
  • Table 5-8 Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand, 2003-2006*
    
  • P&G Acquires Leading Electric Appliance Brands
    
  • Table 5-9 Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2006* In Floss,
    
  • P&G Edges Out J&J
    
  • Table 5-10 Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2006*
    
  • P&G Now Dominates Tools/Accessories, Too
    
  • Table 5-11 Share of U.S. Retail Dollar Sales of Manual Dental Tools and Accessories, by Marketer and Brand, 2003-2006*
    
    
  
  
  
• Marketing and Product Trends
  
  • Marketers Bank on Tech Features
    
  • Licensing Distinguishes Kids’ Implements/Appliances
    
  • Pricing to Encourage Electric Appliance Trade-Ups
    
  • Table 5-12 Selected New Introductions of Oral Care Implements and Appliances (Toothbrushes, Electric Appliances, Floss, Tools and Accessories),
    2005-2006
  
  
  
• Consumer Advertising Expenditures
  
  • Implement/Appliance Marketers Spend $203 Million in 2005
    
  • Electric Appliances Receive Most of the Support
    
  • Television Is King
    
  • P&G, the Power-Advertiser, Spends $137 Million
    
  • Philips Budgets $43 Million
    
  • Third-Biggest Advertiser J&J Spends $8 Million
    
  • Colgate Supports Toothbrushes with $6 Million
    
  • Sunstar Budgets $5 Million
    
  • U.S. Dentek Spends $1 Million
    
  • Three Other Spenders
  
  
  
• Consumer Advertising Positioning
  
  • Where and When Implement/Appliance Ads Were Observed...
    
  • Tech and Futurism
    
  • Holistic Health
    
  • An Enviro-Kind Toothbrush
    
  • A Good Night’s Sleep
    
  • My Teeth Hear Pop Music
  
  
  
• Consumer Promotions
  
• Heavy Implements/Appliances Couponing - By P&G, J&J…
  
• Win $10,000!
  
• A Barrage of Exciting Promos from One Marketer

Chapter 6 The Competitive Situation

• Brief Overview: An Industry Consolidates
  
  • Field of Competition Narrows
    
  • Table 6-1 Notable Mergers and Acquisitions in the U.S. Oral Care Market, 2003-2006
    
  • Competitive Profiles Follow...
  
  
  
• Competitive Profile: Colgate-Palmolive Co.
  
  • Net Sales Surpass $11 Billion in 2005
    
  • Signs of Very Good Progress in 2006
    
  • Managing the Most Extended Oral Care Brand in the Marketplace
    
  • Colgate Acquires Natural Tom’s of Maine Brand
    
  • Other Famous Colgate Brands
  
  
  
  
  
• Competitive Profile: GlaxoSmithKline PLC
  
  • Turnover of Almost £22 Billion in 2005
    
  • Good Progress Posted for 2006...
    
  • A Pharmaceutical Firm With Effectively Managed OTC Brands
    
  • Glaxo a Creative Promoter
    
  • Other Well Known Glaxo Brands
  
  
  
• Competitive Profile: Johnson & Johnson
  
  • Net Sales of $51 Billion in 2005
    
  • A Good Performance in First Three Quarters of 2006
    
  • Table 6-2 Johnson & Johnson's Net Sales, by Business Segment and Region, 2005(In Millions)
    
  • The Fleet-Footed Hydra, and Medical Cachet
    
  • J&J Acquires Rembrandt, Listerine, Other Key Marques
    
  • Other Well Known J&J Brands
  
  
  
• Competitive Profile: The Procter & Gamble Company
  
  • Net Sales of $68 Billion in Fiscal 2006
    
  • Table 6-3 Procter & Gamble Company's Net Sales, by Business Segment, Fiscal 2006 (Ended June 30) (Millions)
    
  • P&G Keeps Crest Young
    
  • Major Acquisitions Bring P&G to Lead in More Segments
    
  • Farewell, Crest Spinbrush! Hello, Braun Oral-B!
    
  • P&G’s Other Famous Brands
  
  
  
• Competitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary
  
  • Sales of Over €30 Billion in 2005
    
  • Good Progress in First Three Quarters of 2006
    
  • Sense and Simplicity in Both Corporate, Consumer Spheres
    
  • Other Philips Consumer Products
  
  
  
• Competitive Profile: Wm. Wrigley Jr. Company
  
  • Net Sales Break $4 Billion in 2005
    
  • Bullish Growth Continues in 2006
    
  • Wrigley a Brand Creator, Extender, Acquirer
    
  • Pride in Quick New Product Turnaround
    
  • Other Wrigley Brands
  
  
  
• Three Natural/Organic Marketers to Watch
  
  • The Hain Celestial Group, Jason Natural Products subsidiary
    
  • Harvest Partners, Levlad, Inc., Subsidiary
    
  • Weleda Group

Chapter 7 Distribution and Retail

• Distribution via Traditional Path, DSD, or Rack-Jobbing
  
• Premium and Upscale Oral Care Products Yield Fat Margins
  
• Assortments Dominated by Narrow Field of Marketers/Brands
  
• Where Consumers Are Buying Oral care Products
  
• Table 7-1 Estimated Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel/Outlet, 2006
  
• New Shelving Opportunities at Big-Box Checkouts

Chapter 8 The Consumer

• About Simmons Data
  
  • What They Are…
    
  • …And How to Use Them
    
  • The Survey’s Overall Adult Gauge
    
  • Marketing Regions Defined
    
  • Northeast
    
  • East Central
    
  • Southeast
    
  • Southwest
    
  • Pacific
    
  • Table 8-1 Projections of Numbers of U.S. Adults, by Demographic Factor, 2006 (In Thousands)
  
  
  
• The Consumer of Tooth Cleaners and Whiteners
  
  • Almost 199 Million Adults Use Tooth Cleaners/Whiteners
    
  • Paste Still the Most Popular Form
    
  • Whitening Tooth Cleaners the Most Popular Type
    
  • Table 8-2 Use of Tooth Cleaners/Whiteners, by Form and Type, 2006(Adults, in Recent 12 Months)
    
  • Most of Us Use Tooth Cleaners Two or Three Times Daily
    
  • Table 8-3 Use of Tooth Cleaners/Whiteners, by Daily Frequency, 2006 (Adults, per Day)
    
  • White Collar Workers the Sole Standout Factor in Tooth Cleaner Use
    
  • Table 8-4 Demographic Characteristics Most Favoring Use of Tooth Cleaners and Whiteners, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Table 8-4 Demographic Characteristics Most Favoring Use of Tooth Cleaners and Whiteners, 2006(Adults in Thousands, in Recent 12 Months)
    
  • No Surprise - Colgate and Crest Are Favorite Tooth Cleaners
    
  • Table 8-5 Use of Tooth Cleaners/Whiteners, by Brand, 2006(Adults, in Recent 12 Months)
    
  • More Than 32 Million Use Dedicated Whiteners
    
  • Whitening Strips Preferred Over Gels
    
  • Dedicated Whiteners: Youth, Higher Education, Kid-Presence
    
  • Favor Use
    
  • Table 8-6 Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Type, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Crest, Colgate Are Most-Used Dedicated Whiteners
    
  • Table 8-7 Use of Dedicated Tooth Whiteners, by Brand, 2006(Adults, in Recent 12 Months)
  
  
  
  
• The Consumer of Denture Products
  
  • Denture Adhesives Used by Over 14 Million
    
  • Denture Cleansers Used by Over 25 Million
    
  • Daily Use of Cleansers Is Most Common
    
  • Table 8-8 Use of Denture Cleansers, by Weekly Frequency, 2006(Adults, per Week)
    
  • Middle, Elder Age, and the Disadvantaged Stand Out
    
  • Table 8-9 Demographic Characteristics Most Favoring Use of Denture Products, by Type, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Table 8-9 Demographic Characteristics Most Favoring Use of Denture Products, by Type, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Fixodent Dominates Adhesives Use
    
  • Table 8-10 Use of Denture Adhesives, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
    
  • Efferdent, Polident Lead Cleanser Use
    
  • Table 8-11 Use of Denture Cleansers, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
  
  
  
• The Consumer of Oral Care Gum
  
  • Almost 57 Million Sugarless Gum Chewers
    
  • Over 11 Million Chew Dental Gum
    
  • Marked Differences Between Sugarless and Dental Gum Usage
    
  • Table 8-12 Demographic Characteristics Most Favoring Use of Oral Care Gum, by Type, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Dentyne Ice the Most Widely Used Oral Care Gum
    
  • Table 8-13 Use of Oral Care Gum, by Brand, 2006
    (Adults, in Recent 12 Months)
    
  • Spearmint, Wintergreen Most Popular Gum Flavors
    
  • Table 8-14 Use of Chewing Gum, by Flavor, 2006
    (Adults, in Recent 12 Months)
  
  
  
• The Consumer of Mouthwash
  
  • Almost 128 Million Swish and Spit
    
  • Heavy Use of Mouthwash Predominates
    
  • Table 8-15 Mouthwash Use, by Weekly Frequency, 2006
    (Adults, in Last 7 Days)
    
  • Skew to Low Affluence Suggested by Spotty Profile
    
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
    
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
    
  • Table 8-16 Demographic Characteristics Most Favoring Use of Mouthwash, 2006 (Adults in Thousands, in Recent 12 Months)
    
  • Listerine and Scope Are Most Popular Brands, By Far
    
  • Table 8-17 Use of Mouthwash, by Brand, 2006(Adults, in Thousands; in Recent 12 Months)
  
  
  
  
  
• The Consumer of Breath Mints/Strips
  
  • Almost 102 Million Pop Breath Mints and/or Strips
    
  • Heavy Use Prevails
    
  • Table 8-18 Breath Mint and Breath Strip Use, by Monthly Frequency, 2006 (Thousands of Adults, in Last 30 Days)
    
  • Disparate Factors in Breath Mint/Strip Use
    
  • Table 8-19 Demographic Characteristics Most Favoring Use of Breath Mints/Dissolvable Breath Strips, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Tic Tacs and Altoids Are Most Widely Used Mint/Strip Brands
    
  • Table 8-20 Use of Breath Mints/Strips, by Brand, 2006(Adults, in Recent 12 Months)
  
  
  
• The Consumer of Manual Toothbrushes
  
  • About 185 Million Brush Manually
    
  • Medium Bristles, Angled Handles, and Full-Sized Heads
    
  • Table 8-21 Use of Manual Toothbrushes, by Type, 2006(Adults, in Recent 12 Months)
    
  • In Toothbrush Demographics, No Prominences at All
    
  • Table 8-22 Demographic Characteristics Most Favoring Use of Manual Toothbrushes, 2006(Adults in Thousands, in Recent 12 Months)
    
  • Colgate, Oral-B Most Commonly Used Toothbrushes
    
  • Table 8-23 Use of Manual Toothbrushes, by Brand, 2006(Adults, in Recent 12 Months)
  
  
  
• The Consumer of Electric Toothbrushes
  
  • Close to 65 Million Adults Power-Brush
    
  • Users Evenly Split Between Battery-Opperated and
    
  • Rechargeable Models
    
  • Affluence and a Good Education Encourage Use
    
  • Table 8-24 Demographic Characteristics Most Favoring Use of Electric Toothbrushes, 2006(Adults in Thousands, in Recent 12 Months)
    
  • The People’s Choices: Colgate, Braun Oral-B, Crest Spinbrush
    
  • Table 8-25 Use of Electric Toothbrushes, by Brand, 2006(Adults, in Recent 12 Months)

Chapter 9 Trends and Opportunities

• Let’s Fight Cavities -- and Cure Innovation Fatigue!
  
• Positionings on More of Life Than Just Oral Care
  
• Outside the Box: Exciting Prospects for the Future

Abstract

Oral Care Products in the U.S., the latest edition of a Packaged Facts best-selling report, evaluates the business of toothpaste, whiteners, denture products, gum, mouthwash, breath fresheners, toothbrushes (manual and electric), floss, etc. Here is everything the savvy exec needs for dynamite presentations: Sales patterns, both historical and projected; IRI brand shares; Simmons demographic data; plus strategic profiles of Colgate-Palmolive, Johnson & Johnson, Procter & Gamble, and other players. Throughout, the report also features Packaged Facts’ familiar in-depth analysis.

Report Methodology
The information in Oral Care Products in the U.S. 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 personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. 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 2006 National Consumer Survey.

What You’ll Get in this Report
Oral Care Products in the U.S. 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 Oral Care Products in the U.S. 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 and Internet Strategies
• 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.

How You Will Benefit from this Report
If your company is already competing in the oral care industry, 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 2012. Contributing to that understanding will be a complete analysis of sales data, and 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 executivesunderstand 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.

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