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Published by: Packaged Facts
Published: Aug. 1, 1995 - 279 Pages Now 50% off the original sale price of $2,750.
Table of Contents
The Overall Market
- The Products
Introduction
Oral Hygiene: An Historical Overview
- Before 1900
- Dr. Miller and Preventive Dentistry
- Dr. Fones Invents the Dental Hygienist
- The ADA and Its Seal of Approval
Tooth and Gum Disease and Prevention
- The Road to Tooth Decay and Gum Loss
- How Plaque and Tartar Are Fought
- The Home Regimen Must Complement Dental Visits
The Products
- Six Oral Hygiene Product Categories
- Dentifrice
- Mouthwash/breath fresheners
- Toothbrushes
- Denture products
- Dental floss
- Electric dental appliances
Governmental and Professional Regulation
- FDA Regulates Ingredients and Advertising Claims
- The ADA Seal of Approval
- ADA Censure
- The Market
- [Graphic] Retail Sales of Oral Hygiene Products:
By Category (1990-2000)
Market Size and Growth
- Overall Sales of $3.8 Billion in 1994
- A Partly Mature, Partly Lively Market
- Dentifrice Largest Category with Sales at $1.6 Billion
- Mouthwash/Breath Fresheners Is Only Declining Category
- Toothbrush Sales Are Growing Fastest
- Denture Products Perform a Little Better
- Floss Sales Exhibit Spurts of Growth
- Post-Recession Sales of Electric Dental Appliances
- Surge to $229 Million
- [Table] Retail Dollar Sales and Growth of Oral Hygiene
Products (1990-1994)
Factors in Future Growth
- An Expanding U.S. Population Guarantees Growth
- Greater Awareness of Oral Hygiene Issues
- The Graying of America
- [Table] U.S. Population Projections: By Age Group (1990-2000)
- Preventive Oral Hygiene Is a Good Value
- Product Innovation Will Continue
- Higher Price Tier to Keep Expanding
- Increased Price Competition
- Pharmaceutical Makers to Keep Stressing OTC
Projected Sales
- Sales of $4.7 Billion in 2000
- Dentifrice Sales to Reach $2 Billion
- Mouthwash/Breath Fresheners Will Struggle to $875 Million
- Toothbrushes in Moderate Climb to $741 Million
- Denture Products to Reach $580 Million
- Floss to Continue Erratic Growth to $183 Million
- Appliances See Good Growth To $319 Millions
- [Table] Projected Retail Dollar Sales and Growth of
Oral Hygiene Products (1994-2000)
Market Composition
- Dentifrice the Top-Selling Oral Hygiene Product
- [Graphic] Share of Oral Hygiene Retail Dollar Sales:
By Product Category (1994 vs. 1990)
- Grocery Stores Have Greatest Share of Oral Hygiene Sales
- [Graphic] Share of Oral Hygiene Retail Dollar Sales:
By Outlet (1994 vs. 1992)
- Little or No Seasonality—Except for Appliances
- The Marketers
- The Marketers
- At Least 300 Oral Hygiene Marketers
- Most Major Marketers Are Huge
- Significant Minor Marketers
- Multiple Category Involvement Is Common
- [Chart] Leading Oral Hygiene Marketers and
Their Brands: By Product Category
Marketer Shares
- Special Note on Breadth of Data
- Procter & Gamble Dominates Oral Hygiene
- Colgate and Warner Wellcome Only Other Double-
- Digit Share Holders
- Unilever, Block, and Johnson & Johnson Each Had
- Market Shares of More than 5%
- Five Marketers Posted Shares Between 1% and 5%
- [Table] Share of Oral Hygiene Products Retail
Dollar Sales: By Marketer (1993-1994)
Brand Shares
- Special Note on Brand Share Data
- Crest and Colgate Are Top Brands
- [Table] Share of Oral Hygiene Products Retail
Dollar Sales: By Brand (1993-1994)
The Competitive Situation
- Oral Hygiene a True Battlefield
- Some Intercategory Competition
Marketing Trends
- Promotions Have Stepped Up
- More New Products and Innovations
- Unified Branding in Multiple Categories
Consumer Advertising Expenditures
- Marketers Spent $380 Million on Advertising in 1994
- [Table] Oral Hygiene Marketers' Consumer
Advertising Expenditures: 1993-1994
- Distribution And Retail
Distribution
- Distribution Path Typical of Food and Drug
- Direct Shipments Have Increased
At the Retail Level
- Interoutlet Competition Stepped Up
The Dentifrice Category
- The Products
The Products
- Scope of Category
- Eight Dentifrice Product Types
- Antitartar/Antiplaque
- Regular (Fluoride)
- Baking Soda
- Whitening
- Desensitizing
- Children's
- Antistain
- Natural
- Considerable Overlap of Product Function
- Boosters
- Toothpaste Is Main Dentifrice Form
- Basic Dentifrice Ingredients
- [Chart] Common Dentifrice Ingredients
- Likely Future Ingredients
- The Market
- [Graphic] Retail Sales of Dentifrice (1990-2000)
Market Size and Growth
- Dentifrice Sales of $1.6 Billion in 1994
- For Very Mature Category, Slow to Moderate Growth Is Good
- [Table] Retail Dollar Sales and Growth of Dentifrice: 1990-1994
Factors in Future Growth
- Growing Awareness of Benefits of Good Oral Hygiene
- New Niche Products Should Help Maintain Higher Price Points
- Piquing the Interest of an Affluent Sector
- Triclosan Approval Seems Likely
- FDA Review of Whitener Safety
Projected Sales
- Dentifrice Sales to Near $2 Billion at Turn of Century
- [Table] Projected Retail Dollar Sales and Growth of Dentifrice:
1994-2000
Market Composition
- Pastes and Gels Account for Nearly All Dentifrice Sales
- Baking Soda Products Account for 27% of Sales
- Whiteners Still Expanding Share
- Desensitizers Still at 6% of Sales
- Standard Tube Remains Most Popular Dentifrice Dispenser
- Supermarkets Are Leading Dentifrice Outlets
- [Graphic] Share of Dentifrice Retail Dollar Sales: By Outlet
(1992 vs. 1994)
- Regional Dentifrice Sales Follow Population Share
- [Table] Use of Dentifrice: By Region (1994)
- The Marketers
The Marketers
- At Least 100 Dentifrice Marketers
- Packaged Goods Companies, Pharmaceutical Houses,
- and Specialists
- Marketers Have Multiple Brands or Extensions
- [Chart] Leading Dentifrice Marketers and Their Brands
Company Shares
- In Toothpaste, Procter & Gamble, Other Leaders Give Up
- Share to Unilever/Chesebrough Pond's
- [Table] Share of Toothpaste (and Gel) Retail Dollar Sales:
By Marketer (1993-1994)
- In Toothpowder, Telebrands Damages Standing of
- Carter-Wallace and CCA
- [Table] Share of Toothpowder/Toothpolish Retail
Dollar Sales: By Marketer (1993-1994)
Brand Shares
- Mentadent Steals Share from Toothpaste Leaders
- [Table] Share of Toothpaste (and Gel) Retail Dollar Sales:
By Brand (1993-1994)
- Dental White's Rise to Second Hurts Pearl Drops,
- Plus + White, Others
- [Table] Share of Toothpowder/Toothpolish Retail
Dollar Sales: By Brand (1993-1994)
The Competitive Situation
- Some Intersegment Competition
- Three Dentifrice Leaders Are Global Marketers with Deep Pockets
- In Crest, Procter & Gamble Has Towering Brand Equity
- P & G's Introduction to Watch: Crest Gum Care
- P & G's Retail Leverage
- Colgate-Palmolive Spends $40 Million on One New Rollout
- Colgate-Palmolive's Platinum Undercuts Rembrandt on Price
- Global Marketer Colgate Was Ideal Purchaser of Vipont
- P & G and Colgate-Palmolive Both Ready to Roll Out
- Triclosan Dentifrice
- Unilever/Chesebrough-Pond's Two-Tiered Approach
- Church & Dwight's Premium Niche Is Threatened
- Den-Mat Branches Out from the Whitening Function
- Direct to Retail and Telebrands Use Direct Response to
- Leverage Retail
- Expect Warner Wellcome to Enter Dentifrice Arena
Marketing Trends
- Dentifrice Marketers Mine the Niches
- Upscale Is a New Key
- Heavier Promotions
- Some Marketers Eroding Higher Price Points
New Product Trends
- Many New Whiteners
- Baking Soda Formulations Still Popular
- More Peroxide Formulations
- Natural Dentifrices
- Multipurpose Dentifrices
- Children's Dentifrices
- [Chart] Selected New Dentifrice Introductions:
By Marketer and Brand (1993-1995)
Consumer Advertising Expenditures
- Ad Spending at $178 Million in 1994
- Network Television the Preferred Ad Medium
- [Graphic] Share of Dentifrice Marketers' Consumer
Advertising Expenditures: By Media (1994)
- P & G Far Outspends All Rivals, at $57 Million
- Unilever/Chesebrough-Pond's Ups Budget to $33 Million
- Colgate-Palmolive Increases Spending to $30 Million
- SmithKline Beecham Cuts Spending by 25%, to $18 Million
- Church & Dwight Spends $11.5 Million
- Block Drug and Den-Mat Each Spend About $7 Million
- CCA, Gillette, and Carter-Wallace Spend in $1 Million-
- $5 Million Range
- [Table] Dentifrice Marketers' Consumer Advertising
Expenditures: 1993-1994
Consumer Advertising Positioning
- Dentifrice as Preventive Medicine
- Professional Recommendation
- A Tingly Taste
- Price Themes Infrequent
- Whiter Teeth = More Love
- Appealing to African-American Pride
- Peroxide's Foaming Action
- The All-Round Dentifrice
- Beyond Whitening
Consumer Promotions
- Promotions on the Rise
- Mostly Couponing
- Product Tie-Ins
- Charitable Tie-Ins
Trade Advertising
- Trade Advertising Is Frequent
- Distribution And Retail
At the Retail Level
- In Supermarkets, Wide Range of Margins Averages
- Out to 22%-25%
- Margins Lower at Chain Drug and Discount Outlets
- A Broadening Assortment
- Dentifrice Retailers Advised to Balance Low and High Ends
- Retail Pricing Data
- The Consumer
The Consumer
- Over 93% of Americans Use Dentifrice
- Most Use Dentifrice Twice Daily
- [Graphic] Rate of Dentifrice Use (1994)
- Demographics Have Almost No Influence on Toothpaste Use
- Heavy Use Predicted by Several Factors, Including Age,
- Income, and Race
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By All and Heavy Users (1994)
- Paste the Most Widely Used Form
- [Table] Use of Dentifrice: By Form (1994)
- Newer Forms Have Younger Users
- Gel/Paste Form Has Most Upscale User
- [Table] Demographic Characteristics Favoring Use
of Dentifrice: By Form (1994)
- Regular Flavor Most Popular
- [Table] Use of Dentifrice: By Flavor (1994)
- Age, Race, Children Are Predictors of Flavor Used
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Flavor (1994)
- Regular Tube Most Popular Packaging
- [Table] Use of Dentifrice: By Type of Dispenser (1994)
- Variations Upon Regular Tube Have Young, Affluent Users
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Dispenser (1994)
- Adults Make Their Own Brand Choice
- [Table] Who Chooses Dentifrice Brands (1994)
- Crest and Colgate Are Most Popular Brands
- Brand Loyalty Weak in This Category
- [Table] Use of Dentifrice: By Brand (1994)
- Consistent Race Factors in Brand Use
- Age, Education, and Income Also Predict Brand Selection
- [Chart] Demographic Characteristics Favoring Use
of Dentifrice: By Brand (1994)
The Mouthwash And Breath Freshener Category
- The Products
The Products
- Mouthwashes Classed as Therapeutic or Cosmetic
- Mouthwash in Regular and Concentrated Forms
- Mouthwash Ingredients
- Mouthwash Niche Products
- Most Breath Fresheners in Sprays or Drops
- Breath Freshener Niche Products
- The Market
- [Graphic] Retail Sales of Mouthwash and Breath
Freshener: 1990-2000
Market Size and Growth
- Mouthwash/Breath Freshener Category Slowly
- Declines to $825 Million in 1994
- Mouthwash Sales, at $790 Million, Beginning to Stabilize
- Breath Fresheners Climb to $35 Million
- Mouthwash Segment Hampered by Value Consciousness
- and Efficacy/Safety Concerns
- Breath Fresheners Driven by Convenience and Multipacks
- [Table] Retail Dollar Sales and Growth of Mouthwash
and Breath Freshener: 1990-1994
Factors in Future Growth
- Consumers' Continuing Value Consciousness Will
- Hurt Mouthwash
- FDA, Media Keep Pressuring Mouthwash Marketers
- New Products Could Rescue Mouthwash Segment
- A Graying America to Have Little Effect on Mouthwash Sales
- Breath Fresheners to Continue Benefiting from Convenience
- Factor, Plus Merchandising
Projected Sales
- Mouthwash/Breath Freshener Sales to Crawl to
- $875 Million by Year 2000
- Mouthwash in Halfhearted Revival to $826 Million
- A Maturing Breath Freshener Segment Will Reach $49 Million
- [Table] Projected Retail Dollar Sales and Growth
of Mouthwash and Breath Freshener: 1994-2000
Market Composition
- Mouthwash Accounts for Most of Category Sales
- Therapeutic Mouthwash Outsell Cosmetic
- Baking Soda Mouthwashes Account for 16% of Sales
- Most Breath Fresheners Are Sprays
- Grocery Stores Sell the Most Mouthwash
- [Graphic] Share of Mouthwash Retail Dollar Sales,
By Outlet (1992 vs. 1994)
- Per Capita Mouthwash Use Highest in South
- [Table] Use of Mouthwash: By Region (1994)
- The Marketers
The Marketers
- About 90 Mouthwash Marketers
- Important Mouthwash Marketers Are Mostly
- Large International Operations
- A Handful of Breath Freshener Marketers
- [Chart] Leading Mouthwash and Breath Freshener
- Marketers and Their Brands
Marketer Shares
- Warner Wellcome Steady at Helm of Unchanged
- Mouthwash Ranks
- Private Label Marketers Still Advancing
- [Table] Share of Mouthwash Retail Dollar Sales:
By Marketer (1993-1994)
- Breath Freshener Leader Reckitt & Colman Loses Share
- [Table] Share of Breath Freshener Retail Dollar Sales:
By Marketer (1993-1994)
Brand Shares
- Listerine Dominates Little-Changed Mouthwash Brand Ranks
- [Table] Share of Mouthwash Retail Dollar Sales:
By Brand (1993-1994)
- Binaca Still Commanding Breath Freshener Segment,
- Despite Shrinking Lead
- [Table] Share of Breath Freshener Retail Dollar Sales:
By Brand (1993-1994)
The Competitive Situation
- Warner Wellcome, a Joint Venture Between Warner-
- Lambert and Burroughs Wellcome
- Warner Wellcome Forced to Update Listerine
- Warner Wellcome Bravely Repackages Listerine
- Procter & Gamble Benefits from Criticism of Therapeutics
- P & G: Scope's Therapeutic Extension and New Copositioning
- Pfizer Reformulates Plax, Waits Out Controversy
- Unilever Banks on Unique Packaging
- Den-Mat Banks on Premium Cachet for Rembrandt
- Private Label Mouthwash Marketers Flourish
Market Trends
- Mouthwash Marketers Continue to Stress Both Cosmetic
- and Therapeutic Product Aspects
- Niche Products Take Hold of Mouthwash and Breath
- Freshener Category
- In Mouthwash Segment, Emphasis on Private Label
- For Breath Fresheners, More Intense Merchandising
New Product Trends
- Reduced Alcohol and Alcohol-Free Formulations
- Baking Soda Mouthwashes
- Peroxide Mouthwashes
- Natural Formulations
- Antiplaque Mouthwashes
- Antistain Mouthwashes
- Breath Fresheners: Alcohol-Free, Sugar-Free, and
- Natural Products
- [Chart] Selected New Mouthwash and Breath Freshener
- Introductions: By Marketer and Brand (1993-1995)
Consumer Advertising Expenditures
- At $78.5 Million, Mouthwash Ad Spending Barely Changes in 1994
- Television Preferred by Mouthwash Marketers
- [Graphic] Share of Mouthwash Marketers' Consumer
- Advertising Expenditures: By Media (1994)
- Warner Wellcome Spends $34 Million, Leads Five
- Major Advertisers
- Procter & Gamble Supports Scope with $22.5 Million
- Pfizer Increases Budget for Plax to $12.5 Million
- Gillette Spends $6 Million on Oral-B
- Den-Mat Eases Off to $2.5 Million
- [Table] Mouthwash Marketers' Consumer Advertising
Expenditures: 1993-1994
Consumer Advertising Positionings
- Exciting Flavor
- Mouthwash Therapeutic Values
- Fights Morning Breath and Evening Breath
- "Baking Soda Clean"
- Alcohol Free
- Professional Recommendation
Consumer Promotions
- Couponing Is Predominant Mouthwash Promotion
- Oral Hygiene Coupon Tie-Ins
- Merchandise Offers Infrequent
- Free Mouthwash In-Pack
- Mouthwash Sampling
- A Dig-Up-Your-Basement Promotion by Warner Wellcome
Trade Advertising
- Trade Advertising a Valuable Strategy
- Distribution And Retail
At the Retail Level
- Grocery Stores Dominate Mouthwash Retail Sales
- Supermarket Mouthwash Margins Estimated at 21% to 27%
- Mouthwash Margins Lower at Chain Drugstores, Discounters
- Private Labels, Upscale Items Bolster Mouthwash Profits
- Retailers Actively Run Mouthwash Promotions,
- Set Special Displays
- New Mouthwash Packages Make Impressive Facings
- Mouthwash Brands Deeply Stocked
- Breath Freshener Margins High, at 25% to 50%
- Retail Pricing Data
- The Consumer
The Mouthwash Consumer
- Almost Two-Thirds of Americans Use Mouthwash
- Moderate Use Most Common Among Mouthwash Users
- [Graphic] Rate of Mouthwash Use (1994)
- African-Americans Most Likely to Use Mouthwash
- Four Demographic Factors Influence Heavy Use of Mouthwash
- [Chart] Demographic Characteristics Favoring Use
of Mouthwash: All Use and Heavy Use (1994)
- Adults Choose Their Own Mouthwash Brands
- [Table] Who Chooses Mouthwash Brands: 1994
- Listerine and Scope Are Most Popular Brands
- One in Two Mouthwash Users Is Brand Loyal
- Age Is a Major Discriminator in Brand Selection
- Plax and Signal Strong in Northeast
- Fewer than 9% of Americans Use Breath Freshener
- [Chart] Demographic Characteristics Favoring Use
of Mouthwash: By Brand (1994)
The Toothbrush Category
- The Products
The Products
- Toothbrush Sizes and Bristle Grades
- Materials
- Toothbrush Designs
- The Market
- [Graphic] Estimated and Projected Retail Sales
of Toothbrushes (1990-2000)
Market Size and Growth
- Toothbrush Sales Grow Slowly, Reaching $575 Million in 1994
- High-Tech Toothbrushes Have Driven Category
- [Table] Retail Dollar Sales and Growth of Toothbrushes: 1990-1994
Factors in Future Growth
- A Positive Atmosphere for Toothbrush Sales
- Toothbrush Market to Show Maturity, but Very Gradually
- Americans Changing Toothbrushes More Often
- Still Good Potential for Innovation
- Competition Will Force Prices Lower
Projected Sales
- Toothbrush Sales to Exceed $740 Million in Year 2000
- [Table] Projected Retail Dollar Sales and Growth
of Toothbrushes: 1994-2000
Market Composition
- Premium Toothbrushes Account for One-Third of Category Sales
- Children's Toothbrushes Account for 13% of Sales
- Grocery Stores Still Dominate Toothbrush Sales,
- but Lose Share to Discounters
- [Graphic] Share of Toothbrush Retail Dollar Sales:
By Outlet (1992 vs. 1994)
- South Has Largest Share of Sales
- [Table] Use of Toothbrushes: By Region (1994)
- The Marketers
The Marketers
- At Least 200 Toothbrush Marketers
- A Broad Range of Companies Involved
- Most Marketers Field Single Brand, but a Few Have More
- [Chart] Leading Toothbrush Marketers and Their Brands
Marketer and Brand Shares
- Colgate-Palmolive and Gillette Are Close Rivals for
- Toothbrush Dominance
- Johnson & Johnson and Procter & Gamble Occupy
- a Middle Echelon
- Other Marketers at 5% or Less
- Private Label Marketers Fairly Strong
- Brand Shares Mirror Marketer Shares
- [Table] Share of Toothbrush Retail Dollar Sales:
By Marketer (1993-1994)
The Competitive Situation
- Competition Almost Completely by Product Attribute
- Colgate-Palmolive's Diverse Colgate Line
- Gillette's Oral-B: A Bit More Distinctive— and the
- Leader in Drugstores
- Procter & Gamble Depends on Crest Complete
- Other Marketers, Other Features
- Kids' Toothbrush Arena Shaped by Extensions, Licenses,
- Gimmicks
Marketing Trends
- Again, Advanced Product Features Emphasized
- But Low, Middle, High Price Tiers Maintained
- More Advertising and Promotion
- More Targeting of Children and Parents
Product Trends
- High-Tech Toothbrushes
- Children's Toothbrushes
- Much Revision of Existing Products
- New Models to Accommodate Price Strategies
- [Chart] Selected New Toothbrush Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Toothbrush Ad Spending at $70.5 Million
- Network Television Again Preferred
- [Graphic] Share of Toothbrush Marketers' Consumer
Advertising Expenditures: By Media (1994)
- Procter & Gamble Dominates, Spending $23.5 Million in 1994
- Johnson & Johnson Spends $15 Million
- Gillette Doubles Expenditures to $13 Million
- Colgate-Palmolive Supports Lines with $11 Million
- SmithKline Beecham Boosts Budget to $7.5 Million
- [Table] Toothbrush Marketers' Consumer Advertising
Expenditures 1993-1994
Consumer Advertising Positioning
- Toothbrush Features
- Better Dental Health
- Professional Recommendation
Consumer Promotions
- Coupons Are King
- Tie-Ins Are Also Used Extensively
- "Twofer" and "Threefer" Offers
Trade Advertising
- Toothbrush Trade Advertising Is Common
- Distribution And Retail
At the Retail Level
- High Supermarket Margins for New Generation of Toothbrushes
- Margins Lower at Many Other Outlets
- Wide Assortments Are Typical
- Colorful Kids' Toothbrushes Good for the Mix
- Much Cross-Merchandising of Kids' Brushes
- Retailers Expand High End, but Continue to Stock Lower
- Toothbrush Retail Pricing Data
- The Consumer
The Toothbrush Consumer
- Over 90% of Adults Use Toothbrushes
- Toothbrush Use Crosses All Demographics
- Half of Users Prefer Medium Bristle Firmness
- [Table] Use of Toothbrushes: By Bristle Firmness (1994)
Gender Often Affects Bristle Choice
- Hard and Soft Bristle Users Have Opposite Profiles
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Bristle Grade (1994)
- Straight-Handled Brushes More Popular than Angled
- More Distinct User Profile for Angled-Handle Toothbrushes
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Handle Shape (1994)
- Most Pick Their Own Toothbrush Brands
- [Table] Who Chooses Toothbrush Brands: 1994
Oral-B Is Most Popular Brand
- Some Strong Toothbrush Brand Loyalty
- [Table] Use of Toothbrushes: By Brand (1994)
Most Major Brands Have Greater Appeal Among Younger Adults
- For Some Brands, Use Distinguished by Features of Affluence
- Some Brands Have Wider Appeal Among African-Americans
- Geography Sometimes Influences Brand Selection
- [Chart] Demographic Characteristics Favoring Use
of Toothbrushes: By Brand (1994)
The Denture Products Category
- The Products
The Products
- Denture Products Mainly Adhesives and Cleansers
- Adhesives
- Cleansers
- Other Products Have Insignificant Sales
- The Market
- [Table] Retail Dollar Sales of Denture Products:
By Product Type (1990-2000)
Market Size and Growth
- Denture Product Sales Total $459 Million in 1994
- A Graying America Drives Category
- Denture Adhesives at $235 Million
- Denture Cleansers in Slight Surge to $224 Million
- [Table] Retail Dollar Sales and Growth of
Denture Products: 1990-1994
Factors in Future Growth
- America "Grays"—But Improved Dental Care Dampens
- Denture Products Growth
- Product Innovation Will Be an Occasional Spur
Projected Sales
- Denture Products to Reach $580 Million by 2000
- Denture Adhesives to Total $297 Million
- Denture Cleansers to Climb to $283 Million
- [Table] Projected Retail Dollar Sales and Growth
of Denture Products: 1994-2000
Market Composition
- Adhesive and Cleanser Sales in Close Ratio
- Tablets Are Dominant Cleanser Form
- Drugstores Account for Most Denture Product Sales
- [Graphic] Share of Denture Product Retail Dollar Sales:
By Outlet (1992 vs. 1994)
- Denture Products Sales Highest in South
- [Table] Use of Denture Products: By Region (1994)
- The Marketers
The Marketers
- About 70 Companies Market Denture Products
- Leaders Mostly Large Packaged Goods Companies
- Marketers Prefer Multiple Brands
- Only Block Drug Has Significant Presence in Both Segments
- [Chart] Leading Denture Products Marketers and Their Brands
Marketer Shares
- Denture Products Ruled by Block Drug, P & G,
- and Warner Wellcome
- [Table] Share of Denture Products Retail Dollar Sales:
By Marketer (1994)
- P & G Commands the Adhesives Segment
- [Table] Share of Retail Dollar Sales of Denture Adhesives:
By Marketer (1993-1994)
- Cleanser Tablet Segment Owned by Warner- Wellcome,
- Block, and Private Label
- Block Accounts for Three-Quarters of Paste/Powder
- Cleanser Sales
- [Table] Marketer Share of Retail Dollar Sales
of Denture Cleansers: By Product Form (1993-1994)
Brand Shares
- Fixodent Is Leading Denture Adhesive
- [Table] Share of Retail Dollar Sales of Denture
Adhesives: By Brand (1993-1994)
- Efferdent and Polident Are Only Major Cleanser Tablet Brands
- [Table] Share of Retail Dollar Sales of Denture Cleansers
in Tablet Form: By Brand (1993-1994)
- Dentu- Line Far Outclasses Other Paste/Powder Cleansers
- [Table] Share of Retail Dollar Sales of Denture Cleansers
in Paste or Powder Form: By Brand (1993-1994)
The Competitive Situation
- A Narrow Playing Field
- Block's Multilabel, Niche Approach
- Warner Wellcome Positions Efferdent Aggressively
- Other Warner Wellcome Strategies
- Private Label Marketers Ideally Poised
- Combe, with Sea Bond, Is Still on the Rise
- Den-Mat Brings Upscale Image to Denture Products
New Product Trends
- No Real Patterns to Denture Product Introductions
- [Chart] Selected New Denture Product Introductions:
By Marketer and Brand (1992-1994)
Consumer Advertising Expenditures
- Denture Products Receive Ad Support of $39 Million
- Television Is Only Medium
- [Graphic] Share of Denture Products Marketers'
Consumer Advertising Expenditure: By Media (1994)
- Block Drug Allots $13 Million, Leads Four Major Spenders
- Procter & Gamble Gives Fixodent $12.5 Million
- Warner Wellcome Spends $11.5 Million
- Combe Maintains $2 Million Level for Sea Bond
- [Table] Denture Product Marketers' Consumer
- Advertising Expenditures: 1993-1994
Consumer Advertising Positioning
Consumer Advertising Promotions
- Coupons Are Most Common Denture Product Promotion
- Some Cross-Promotion
- A Free Point-of-Purchase Booklet
Trade Advertising
- Trade Ads for Denture Products Are Rare
- Distribution And Retail
At the Retail Level
- Healthy Profits on Denture Products
- Marketers' Packaging and Assortments Beef Up Displays
- Denture Product Retail Pricing Data
- The Consumer
The Consumer: Denture Adhesives
- About 8% of Adults Use Denture Adhesives
- Women Are More Likely to Use Adhesives
- An Older Profile
- [Table] Denture Adhesive Users: By Age (1994)
- Racial and Regional Prominences
- [Chart] Demographic Characteristics Favoring Use
of Denture Adhesives: By All Users (1994)
- Fixodent the Most Popular Brand
- A High Degree of Brand Loyalty
- [Table] Use of Denture Adhesives: By Brand (1994)
- No Surprises in Fixodent Use
- [Chart] Demographic Characteristics Favoring Use
of Denture Adhesives: By Brand (1994)
The Consumer: Denture Cleansers
- Over 15% of Adults Use Denture Cleansers
- Moderate Use of Cleansers Is Most Prevalent
- [Graphic] Rate of Denture Cleanser Use (1994)
- Again, Women Are the More Likely Users
- As with Adhesives, Cleanser Use Skews to an
- Older Demographic Profile
- Heavy Use Distinguished by Racial and Regional Factors
- [Chart] Demographic Characteristics Favoring Use
of Denture Cleansers: By All Use and Heavy Use (1994)
- Efferdent and Polident Are Most Popular Cleansers
- Cleanser Users Are Brand Loyal
- [Table] Use of Denture Cleansers: By Brand (1994)
- Efferdent and Polident Users Differ Little from All Users
- [Chart] Demographic Characteristics Favoring Use
of Denture Cleansers: By Brand (1994)
The Dental Floss Category
- The Products
The Products
- The Purpose of Flossing
- Floss in String or Tape Form
- Waxed and Unwaxed, Flavored and Unflavored
- On Bobbins or in Strands
- The Market
- [Graphic] Retail Dollar Sales of Dental Floss (1990-1994)
Market Size and Growth
- Floss Sales Total $142 Million in 1994
- The "Brush and Floss" Dictum Drives Floss Sales
- [Table] Retail Dollar Sales and Growth of Dental Floss: 1990-1994
Factors in Future Growth
- Of Course, Advice to Floss Will Continue
- Category Is Far from Saturation
- Lots of New Product Activity
- The Extra Work of Flossing Is a Negative
Projected Sales
- Floss Sales to Reach $183 Million at Turn of Century
- [Table] Projected Retail Dollar Sales and Growth of Dental Floss: 1994-2000
- Market Composition
- Drugstores Account for Most Dental Floss Sales
- [Graphic] Share of Dental Floss Retail Dollar Sales:
By Outlet (1992-1994)
- Floss Sales Strongest in South
- [Table] Use of Dental Floss: By Region (1994)
- The Marketers
The Marketers
- About 60 Companies Market Dental Floss
- A Pharmaceutical House Leads the Field
- Most Marketers Are Involved in Other Oral Hygiene Categories
- [Chart] Leading Dental Floss Marketers and Their Brands
Marketer Shares
- Johnson & Johnson Loses Some Share, but Still
- Commands Floss Category
- Private Label Marketers Also Strong—and Challenged
- [Table] Share of Dental Floss Retail Dollar Sales:
By Marketer (1993-1994)
Brand Shares
- Johnson & Johnson Brand Hurt, Yet Dominant
- [Table] Share of Dental Floss Retail Dollar Sales:
By Marketer (1993-1994)
The Competitive Situation
- Gillette, Others Put Pressure on Johnson & Johnson
- W.L. Gore in Floss Limelight
- Competition Will Intensify
Marketing Trends
- Floss Is Heavily Cross-Promoted
- More New Product Introductions
- Otherwise, Little High-Visibility Marketing
Product Trends
- Floss Innovations, but No Clear-Cut Trends
- [Chart] Selected New Dental Floss Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Floss Ad Spending Still Small
- Much Hidden Expenditure
- Gillette the Only Significant Spender
- W.L. Gore Is Only Other Advertiser
Consumer Advertising Positioning
- Floss Ads Stress Product Features and Dental Health
Consumer Promotions
- Floss Coupons and Cross-Promotions Are Common
- Free Floss with Another Oral Hygiene Purchase
- Distribution And Retail
At the Retail Level
- In Supermarkets, Floss Margins Are Strong
- Shelves, Racks, Clip-Strips
- Floss Retail Pricing Data
- The Consumer
The Consumer
- About 55% of Adults Floss
- Evening Flossing Is Most Popular
- [Table] Use of Dental Floss: By Time of Day (1994)
- Heavy Users Account for Most Usage
- [Graphic] Dental Floss Rate of Use (1994)
- Similar Profiles for All and Heavy Users
- Use More Prevalent Among Women
- Baby Boomers Are Most Likely to Use
- Affluence, Education, White-Collar Occupations Predict Use
- [Chart] Demographic Characteristics Favoring Use
of Dental Floss: By All Use and Heavy Use (1994)
- Johnson & Johnson Is Most Popular Floss
- A High Degree of Brand Loyalty for Johnson & Johnson
- J & J and Oral-B User Profiles Parallel All Users
- [Chart] Demographic Characteristics Favoring Use
of Dental Floss: By Brand (1994)
The Electric Dental Appliances Category
- The Products
The Products
- Two Basic Electric Appliances: Toothbrushes and Oral Irrigators
- Electric toothbrush
- Oral irrigator
- Variations Upon the Basic Types
- Brush Heads and Nozzles
- The Market
- [Graphic] Retail Dollar Sales of Electric Dental
Appliances (1990-2000)
Market Size and Growth
- Dental Appliance Sales at $229 Million in 1994
- Professional Recommendation, Reviving Economy,
- New Products All Drive Category
- [Table] Retail Dollar Sales and Growth of Electric
Dental Appliances: 1990-1994
Factors in Future Growth
- Excellent Potential for Appliance Penetration
- Growth in Prime User Population
- Professional Recommendation
- Gadget/Niche Appeal
- Oral Health Justifies the Investment
- The Replacement Factor
- [Table] Life Expectancy and Replacement Projections
for Electric Dental Appliances
Projected Sales
- Appliance Sales to Shoot to $319 Million by 2000
- [Table] Projected Retail Dollar Sales and Growth
of Electric Dental Appliances: 1994-2000
Market Composition
- Electric Toothbrushes Account for Most Sales
- [Graphic] Electric Dental Appliances Share
of Retail Dollar Sales: By Product Type (1994)
- Electric Toothbrush Sales Evenly Spread Among Outlets
- Appliances Sales Rocket in Last Quarter
- Per Capita Sales of Electric Toothbrushes Are Strongest in the West
- [Table] Regionality of Electric Toothbrush Use: 1994
- The Marketers
The Marketers
- Only 45 Electric Dental Appliance Marketers
- A Diversity of Companies
- [Chart] Leading Electric Dental Appliance Marketers
and Their Brands
Company and Brand Share
- Fragmentation of Market Hinders Data
- Gillette/Braun Has Overtaken Bausch & Lomb
- Same Top Two in Electric Toothbrush Segment
- Teledyne Is Premier Marketer of Oral Irrigators
The Competitive Situation
- Background: Since 1988, a Matter of Design and Price
- A Familiar Pattern of Entry
- Gillette Mates Two Compatible Brand Images to Win Dominance
- To Fight Back, Bausch & Lomb Revises Line, Mounts
- Promo and Ad Campaigns
- Teledyne Extends Brand Franchise to Higher Price Tier
- Teledyne's Aggressiveness on Behalf of SenSonic
- Among the Exotics: Sonex and Oralgiene
Marketing Trends
- Distinctive Technology
- Promotions, Including Longer Warranties, Stepped Up
- ADA Seal Now the Norm for Electric Dental Appliances
- Dental and Direct Response Channels Still Viable
Product Trends
- New or Improved Technologies
- Ergonomic Design
- Rechargeable/Recyclable Batteries
- Electric Toothbrush Units That Can Be Used
- with Ordinary Dentifrice
- [Chart] Selected New Dental Appliances Introductions:
By Marketer and Brand (1993-1994)
Consumer Advertising Expenditures
- Appliance Ad Spending Nearly Doubles
- Television Receives Most Appliance Ad Dollars
- [Graphic] Electric Dental Appliances Share
of Consumer Advertising Expenditures: By Media (1994)
- Gillette Spends $6 Million, Leads Top-Spending Trio
- Bausch & Lomb and Teledyne Only Other Million Dollar Spenders
- [Table] Electric Dental Appliance Marketers'
Consumer Advertising Expenditures: 1993-1994
Consumer Advertising Positioning
- Ability to Remove Plaque, Fight Gingivitis
- Superior Technology
Consumer Promotions
- Promotions Growing, but Still Limited
- Longer Warranties
Trade Advertising
- Advertising to the Professional
- Retail Trade Ads Less Technical
- Examples of Trade Ads
- Distribution And Retail
At the Retail Level
- Sales of Appliances Spread Over Full Range of Outlets
- Electric Dental Appliance Margins Focused Within 30% to 40%
- Much Freedom of Display
- Retailers' Attitudes Vary
- The Consumer
The Consumer: Electric Toothbrushes
- Just 7% of Adults Use Electric Toothbrushes
- Men Are More Avid Users
- Cords Preferred
- Most Electric Toothbrush Users Probably Baby Boomers
- [Table] Electric Toothbrush Use: By Age (1994)
- A Decidedly Upscale Profile
- Race Predicts Use
- Western Residency Favors Use
- Most Consumers Still Do Not Know Electric Dental
- Appliance Brands
- [Chart] Demographic Characteristics Favoring Use
of Electric Toothbrushes: By All Users (1994)
The Consumer: Oral Irrigators
- Over 5% of Adults Use Oral Irrigators
- Once Again, Baby Boomers Prominent
- [Table] Oral Irrigator Use: By Age (1994)
- Oral Irrigator User Profile Is Not Affluent
- Oral Irrigator Use Favors Electric Toothbrush Use
- [Chart] Demographic Characteristics Favoring Use
of Oral Irrigators: 1994
International Oral Hygiene Markets
- Oral Hygiene In Western Europe
The Market
- Market Estimated at $3 Billion
- Factors Influencing Growth
- Market Growth Will Exceed Inflation
- Government Regulation
The Marketers
- Several Marketers Dominate
- Marketing and New Product Trends: General
- Clear Product Trend Arrives
- Novelty Important in Children's Market
- Homeopathic Claims Encourage New Flavors
- Marketing and New Product Trends: Dentifrice
- Dentifrice Mature Category Dependent on New Developments
- Baking Soda an Important New Formulation
- Total Care Another New Area
- New Whitening Launches
- Standard Market Segmentation
- Toothpaste/Mouthwash Combinations
- Marketing and New Product Trends: Toothbrushes
- More Frequent Purchase Cycles
- Shift Toward Professional-Type Brushes
- Children's Toothbrushes Growing in Importance
- Small but Growing Market for Interdental Brushes
- Marketing and New Product Trends: Mouthwash/
- Breath Fresheners
- Plax Stimulates the Market
- Emphasis on Therapeutic Benefits
- Sugar-Free Chewing Gums Are Active
- Marketing and New Product Trends: Denture Products
- Marketing and New Product Trends: Electric Dental Appliances
- Oral Hygiene In The United Kingdom
The Market
- Market Placed at 380 Million Pounds Sterling
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Steady Growth Projected
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice the Largest Category
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Register 26% of Oral Hygiene Sales
- Mouthwash/Breath Fresheners Credited with 16% Share
- Retail Sales of Denture Products Estimated at £30 Million
- Dental Floss a Small Category
The Marketers
- Colgate and SmithKline Beecham Together Dominate
- Dentifrice Category
- [Table] Share of Toothpaste Retail Sales: By Marketer (1994)
- Five Companies Hold Double-Digit Shares of Toothbrush Category
- [Table] Share of Toothbrush Retail Sales: By Marketer (1994)
- Warner Wellcome and Colgate Together Register Half of Mouthwash/Breath Fresheners Sales
- [Table] Share of Mouthwash/Breath Fresheners Retail Sales:
By Marketer (1994)
- Reckitt & Colman Dominates Denture Products
- [Table] Share of Dental Products Retail Sales: By Marketer (1994)
- Three Marketers Represent Three-Quarters of Dental Floss Sales
- [Table] Share of Dental Floss Retail Sales: By Marketer (1994)
Distribution
- Supermarkets Register 50% of Sales
- Dental Surgeries Important to Toothbrush Sales
- [Table] Toothbrush Brand Shares in Dental Surgeries: 1994
The Consumer
- Oral Hygiene In France
The Market
- Market Placed at FF 3.1 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Market Expected to Reach FF 4.3 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrices Contribute Two-Thirds of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Fast Growing Category
- Mouthwash/Breath Fresheners Is Fastest Growing Segment
- Denture Cleansers and Adhesives Category Small but Growing
- Dental Floss Smallest Category
The Marketers
- Elida Gibbs-Faberge Leads Dentifrice Market
- Elida Gibbs-Faberge Dominates Toothbrush Category
- Colgate-Palmolive Leads Mouthwash Category
- Stafford Miller Dominates Denture Products
- Goupil/L'Oreal Dominates Dental Floss
Distribution
- Supermarkets Account for More than 80% of Sales
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet Type (1994)
The Consumer
- Younger People and Women Are Best Customers
- Oral Hygiene In Germany
The Market
- Market Approached DM 1.8 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Market Projected to Reach DM 2.3 Billion in 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Contributes 45% of Market Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Account for More than One in Five Sales
- Denture Cleansers and Adhesives See Slow Growth
- Mouthwash/Breath Fresheners
The Marketers
- Blendax (P & G) Dominates
- Blendax Strong in Dentifrice
- Blendax Dominates the Toothbrush Category
- Mouthwash Dominated by Lingner und Fischer
- Corega and Kukident Hold 80% of Denture Products Category
Distribution
- [Graphic] Oral Hygiene Product Retail Sales: By Outlet (1993)
- The Consumer
- Oral Hygiene In Spain
The Market
- Market Estimated at Pta 23.19 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- Sales to Exceed Pta 32 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Represents Almost 70% of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Account for 14% of Oral Hygiene Sales
- Mouthwashes and Breath Fresheners Post 13% of Sales
- Sales of Denture Cleansers and Adhesives Flat
- Dental Floss Is Very Small Category
The Marketers
- Colgate-Palmolive Leads Dentifrice Category
- BDF Nivea and Colgate-Palmolive Lead Toothbrush Category
- Henkel and Warner Wellcome Vie for Leadership
- of Mouthwash/Breath Fresheners Category
Distribution
- Supermarkets Account for 80% of Sales
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet (1994)
The Consumer
- Oral Hygiene Products In Italy
The Market
- Market Reached L 855 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Sales Will Pass L 1.2 Trillion in 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Toothbrushes Register 13% of Market Sales
- Mouthwash/Breath Fresheners Fastest Growing Category
- Denture Cleansers and Adhesives Stagnant
The Marketers
- Elida Gibbs/Unil-It Leads Dentifrice Market
- Elida Gibbs Also Leads in Toothbrushes
- Colgate Dominates Mouthwash/Breath Fresheners
Distribution
- [Graphic] Distribution of Oral Hygiene Retail Sales:
By Outlet Type (1993)
- The Consumer
- The Market In Western Europe For
Electric Dental Appliances
The Market
- Sales of Electric Dental Appliances in Western Europe
- Placed at $39 Million
- [Table] Retail Sales and Growth of Electric Oral Appliances
in Western Europe: 1990-1994
- Great Potential
- [Table] Retail Sales and Growth of Electric Dental Appliances
in Western Europe: 1990-1994
- Rechargeable Appliances Dominate
- [Table] Share of Electric Dental Appliance Sales: By Product Type
The Marketers
- A Diversity of Companies
- Braun Dominates
- [Chart] Leading Electric Dental Appliance Marketers
and Their Brands
- Distribution
- The Oral Hygiene Market In Asia Pacific
And South Asia
Brief Overview of the Region
- The Market
- Market Size Estimates Not Available for All Countries
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Growth Opportunities Abound
The Marketers
- Global Marketers Are Evident
- Oral Hygiene In Japan
The Market
- Japanese Oral Hygiene Market Placed at Y 167 Billion in 1994
- [Table] Retail Sales and Growth of Oral Hygiene Products:
1990-1994
- Market Expected to Reach Y 199 Billion by 2000
- [Table] Projected Sales of Oral Hygiene Products: 1994-2000
Dentifrice Share Sliding but Still Almost Two-Thirds of Sales
- [Table] Oral Hygiene Retail Sales and Share:
By Product Category (1993 vs. 1994)
- Sales of Toothbrushes Increased 9% in 1994
- Mouthwash/Breath Fresheners Category Accounts for 5% of Sales
- Sales of Denture Products Fell Sharply
- Dental Floss Is Small Category
The Marketers
- Four Major Players
- Lion Corporation Dominates Dentifrice Category
- Lion Also Leads Toothbrush Category
- Morishita Jintan and Lion Corp. Control 80% to 85%
- of Mouthwash/Breath Fresheners Sales
Distribution
- Supermarkets Growing in Importance
- The Consumer
- Oral Hygiene In Eastern Europe
Brief Overview of the Region
- The Market
- Market Size Estimates Not Available for All Countries
- [Table] Retail Sales and Growth of Oral Hygiene
Products: 1990-1994
- The Marketers
- Distribution
- Oral Hygiene In Latin America
The Market
- Market Size Information Unavailable, but Growth Is Expected
- The Marketers
- Distribution
- The Consumer
Appendix I: Advertising Examples
- Dentifrice Consumer Advertising.
- Dentifrice Promotional Advertising
- Dentifrice Trade Advertising
- Mouthwash/Breath Freshener Consumer Advertising
- Mouthwash/Breath Freshener Promotional Advertising
- Mouthwash/Breath Freshener Trade Advertising
- Toothbrush Consumer Advertising
- Toothbrush Promotional Advertising
- Toothbrush Trade Advertising
- Denture Products Consumer Advertising
- Denture Products Promotional Advertising
- Denture Products Trade Advertising
- Electric Dental Appliance Consumer Advertising
- Electric Dental Appliance Trade Advertising
- Dental Floss Consumer Advertising
- Dental Floss Promotional Advertising
- International Advertising
Appendix II: Food Store Price Structure
- Explanation of Information
- Dentifrice
- Mouthwash/Breath Freshener
- Toothbrushes
- Denture Products
- Dental Floss
Appendix III: Company Profiles
Block Drug Company, Inc.
- Sales at $670 Million in Fiscal 1995
- Dental, Ethical, and Consumer Segments
- Block Drug's Consumer Brands
Church & Dwight Co., Inc.
- Sales Hover at About $500 Million
- Consumer Products and Specialty Products
- Arm & Hammer an Umbrella Consumer Brand
Colgate-Palmolive Company
- Worldwide Sales of $7.6 Billion in 1994
- Oral Care and Personal Care Account for Most Sales
- Global Brands
- Domestic Brands
- Colgate's International Stance
- International Oral Care Markets
Den-Mat Corporation
- Sales Estimated at $95 Million
- Active in Both Products and Services
- A Single Notable Consumer Brand
The Gillette Company
- Sales Jump to $6.1 Billion in 1994
- Gillette's Five Business Segments
- Gillette's Big Consumer Brands
Johnson & Johnson
- Sales of $15.7 Billion in 1994
- J & J's Three Business Segments
- Many Well-Known Brands
- International Position
Lion Corporation
- Sales Placed at $3.15 Billion in 1994
- Household Products Largest Segment
- Oral Healthcare
- International Operations
Pfizer, Inc.
- Net Sales Climb to $8.3 Billion
- Pfizer's Four Segments
- Some Well-Known Consumer Labels
The Procter & Gamble Company
- Net Sales of $30.3 Billion in 1994
- Five U.S. Business Segments
- P & G's Powerhouse Brands
- The International Division
Smith & Nephew
- Worldwide Sales of $1.48 Billion in 1994
- Consumer Healthcare
SmithKline Beecham Plc
- Sales Reach $9.9 Billion in 1994
- Three Business Segments
- Some Popular Consumer Brands
- International Oral Hygiene Products
Unilever Group
- Sales of $48 Billion in 1994
- Unilever's Four Main Business Segments
- A Powerful Stable of Consumer Brands
- International Stance
Warner-Lambert Company (Warner Wellcome Joint Venture)
- Net Sales of $6.4 Billion in 1994
- Joint Venture with Glaxo Wellcome
- Warner-Lambert's Three Business Segments
- Many Popular Consumer Brands
Appendix IV: Addresses Of Selected Marketers
AbstractThis study from Packaged Facts on the $3.8-billion oral hygiene market includes coverage of all the major categories: dentrifices, mouthwashes and breath fresheners, toothbrushes, denture products, dental floss, and electric dental appliances. Each section details sales projections to 2000, leading marketers, the competitive situation, marketing and new product trends, major retail channels, and consumer usage.
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