The U.S. Market for Oral Care Products, 7th Edition : Market Research Report

The U.S. Market for Oral Care Products, 7th Edition

Published: Apr. 1, 2009 - 424 Pages

Chapter 1: 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; Share by Category: Dental Preps Rock, Breath Controls Gain Ground; Share by Outlet: Mass Towers Over Other Channels; 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
Chapter 2: 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; ...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; Share by Category: Dental Preps Rock, Breath Controls Gain Ground; Natural/Organic Segment in Bull’s Rush to $1 Billion; Share of Oral Care Sales by Outlet: Mass Towers over Other Channels
Factors in Overall Market Growth: Population Growth the Basic Oral Care Sales Driver, vs. Fad Stimuli; 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
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; The Top 10 Oral Care Marketers of 2008; Top 10 Control 86% of Oral Care Retail Value in Mass
Chapter 3: Trends and Opportunities: Highlights
Trends and Opportunities: 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; Natural/Organic Segment Rushes to $1.0 Billion in 2004-2008; 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
Chapter 4: 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; 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; Tooth Cleaners/Whiteners Persevere, Finish 2004-2008 at $3.3 Billion; ...Though Dedicated Whiteners Are Still in Free-Fall; Denture Products in Downward Arc to $405 Million; In Mass, Denture Adhesives Control a Third of Denture Product Sales; Pain Remedies Stagnate, Inch to $248 Million; Tooth Cleaners/Whiteners Account for Most Dental Preps Sales; Mass Rules Dental Prep Sales; Regionality of Dental Preps Sales
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
The Marketers: Of 300 Dental Preps Marketers, Fewer Than 40 Significant in Mass; Main Company Types: Packaged Goods Makers, Drug Makers, Specialists; Importers Active in Natural HBC Channel; Table of Marketers and Brands
Dental Preps Marketer and Brand Share: Note on IRI Data; In Toothpaste Segment, P&G Poised to Take Lead from Colgate; P&G, J&J, and Upstart Glaxo Are Triumvirate in Dedicated Whiteners; P&G, Glaxo Together Control 86% of Denture Adhesive Dollars; Glaxo and Regent Account for 98% of Denture Cleanser Paste/Powder Sales; Glaxo, J&J, Private Label Rule Denture Cleanser Tablets; Roberts and Combe Have Lock on Denture Cushion Segment; Church & Dwight Buys Orajel -- and Leadership in Oral Pain Remedies
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; Colgate-Palmolive Made 392 Tooth Cleaner Introductions; “Kids,” “Fluoride,” “Natural” Are Most Frequent Tags on New Tooth Cleaner Labels Worldwide; 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
Chapter 5: The Breath Control Category:: Gum/Mouthwash/Breath Fresheners
The Products: Breath Control Category Definition; Three Breath Control Segments: Gum, Mouthwash, Breath Fresheners; Oral Care Gums Do Everything: Prevent Cavities, Whiten, Freshen…; Mouthwash = Mouth Rinse; 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; 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; Mass Rules Breath Control, with Three Quarters of Retail Dollars; Regionality of Breath Control Sales
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
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 of Marketers and Their Brands
Breath Control Marketer and Brand Share in Mass: Note on IRI Data; Mars has Merged its Way to Leadership in Sugarless Gum; J&J, with Listerine Brand, Controls Half of Mouthwash Sales; Hershey, Mars, Ferrero are Ruling Trio in Breath Mint Segment; J&J Has Two-Thirds of Breath Freshener Spray/Drop Dollars
Marketing and Product Trends: Over 200 Sugarless Gum SKUs Introed Worldwide in 2007-2008; Japan, United States Lead Sugarless Gum Intros; Cadbury Schweppes the Top Introducer of Sugarless Gum; “Sugarless,” “Women” are Most Common Sugarless Gum Tags; United States, India, Japan are Main Mouthwash Introducers; Colgate-Palmolive, J&J, Henkel Crank Out New Mouthwashes; “Sugarless,” “Fluoride,” “Natural” the Most Reported Mouthwash Tags; 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
Chapter 6: 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; 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; 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; Among Electric Toothbrush Users, Southeasterners and West Coast; Residents Stand Out; West Coast Residents More Apt to Be Flossers
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
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
The Marketers: Of 250-300 Implements/Appliances Marketers, Just 24 Notable in Mass; Implement/Appliance Field of Rivals in Mass is Still Shrinking; Players Include Packaged Goods, Drug, Electronics Companies; Table of Marketers and Their Brands
Marketer and Brand Share: Note on IRI Data; P&G, Colgate Control Over 70% of Manual Brush Sales in Mass; P&G Leads Four Power Brush Players With Double-Digit Share; P&G Rules Tools — But Philips Could Stage a Coup; P&G, J&J, Private Label Tie Up Floss Share
Marketing and Product Trends: Over 1,500 New Manual Toothbrushes Worldwide in 2007-2008; Chinese, U.S. Rates of Toothbrush Introduction Highest; Colgate, P&G Crank Out 559 Toothbrush Rollouts in Two Years; Around the Globe, 117 New Electric Toothbrush SKUs in 2007-2008; U.S., China Lead in Electric Toothbrush Intros; P&G, Colgate Most Avid Introducers of Electric Toothbrushes; 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
Chapter 7: 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: 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.: 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: 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: 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: 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
Lotte Holdings Co., Ltd./Lotte Confectionery Co., Ltd
Violight, Inc.
Chapter 8: 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; 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: 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: A Record $87.5 Billion in 2008; Over 4 Million Customers in 6,981 Stores, Every Day; CVS’ New Upscale Chain: Beauty 360
Chapter 9: The Consumer: Highlights
About Simmons Data: What They Are…; ...And How to Use Them; The Survey’s Overall Gauge; Marketing Regions Defined; Hispanics May Be of Any Race
The Oral Care Consumer: Psychographics: Oral Health a Concern of 73.4 Million Adults; Lots of Faith in Private Label; Other Pertinent Data; 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; Twice-Daily Tooth Cleaning Is Most Popular; Tooth Cleaner Use So Widespread That NO Demographics Stand Out; Men All Over the World Consider Whitening Toothpaste a Basic Grooming Aid; Colgate, Then Crest, Most Popular Tooth Cleaner Brands; 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; No Surprise -- Crest Whitestrips the Most Popular Dedicated Whitener Brand; Nearly 27.2 Million People Use Denture Cleansers; Some Use Both Denture Cleansers and Toothpaste; One in Three Wearers of Dentures Cleanses Them Daily; Denture Cleanser Use a Function of Age, Education, Income; Efferdent Denture Cleaner Use Prevails
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; Presence of Kids, Affluence Mark Sugarless and Dental Gum Use; Dentyne Ice, Wrigley’s Are Most Popular Chewing Gum Brands; Mouthwash Has 133.7 Million Users; Over Half of Mouthwashers Do So at Least Once Daily; Mouthwash Use Skews to the Less Affluent Consumer; Listerine Still Rocks as Mouthwash Leader; Over 95.2 Million Pop Breath Mints; Americans Are Heavy Users of Breath Mints; Breath Mint Data Suggests a Lower-Income User; Tic Tac Top Breath Mint With Consumers
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; In Manual Toothbrush Use, No Demographic Stands Out; Colgate, Oral-B Are Most Popular Manual Brush Brands; 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; Braun Oral-B’s Power Brushes Eclipse Colgate’s in Popularity; Floss User-Base At 134.4 Million; Practically All Flossers Use the Product One or More Times Per Week; Middle Age, Affluence, Marriage Encourage Floss Use; Most Widely Used Floss Is Branded Oral-B
Appendix: Addresses of Selected Marketers

Abstract

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.

Report Methodology

The U.S. Market for Oral Care Products, 7th Edition is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how oral care products are sold through retail stores and consultation with industry executives. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Brand share data on oral care products sold through mass (that is, through supermarkets, chain drugstores, and mass merchandisers, excluding Wal-Mart) have been collected via store checkout scanners by Information Resources, Inc. (IRI).

Analysis of consumers’ purchase and use of oral care products is based on semi-annual surveys by Simmons Market Research Bureau, Inc., one of the leading compilers of demographic data in the United States.

Information about many new product introductions is provided by Product Launch Analytics, a Datamonitor service.

What You’ll Get in this Report

With The U.S. Market for Oral Care Products, 7th Edition, you and your marketing team will gain a comprehensive overview of the ins and outs of the oral care business. Most importantly, the report anchors oral care in the broader HBC world and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by extensive hard data presented in well-organized tables and charts.

The report addresses the following segments:

The Overall Market (including market size and composition, and projected market growth)
Dental Preparations (tooth cleaners, dedicated whiteners, denture products, and oral pain remedies)
Breath Control (gum, mouthwash, and breath fresheners)
Dental Implements and Appliances (manual toothbrushes, electric appliances, tools/accessories, and floss)
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)
Trends and Opportunities

If your company is already an established player in oral care, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the oral care consumer, then this report is a great intro to the oral care marketplace, and thus a launching pad for a successful venture.

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The U.S. Market for Oral Care Products, 7th Edition

Table of Contents

Abstract