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The U.S. Oral Care Market


Attention: There is an updated edition available for this report.

Product innovation has revitalized the oral care market in recent years. For example, the success of whitening toothpastes has brought renewed growth to oral care's largest category and stimulated innovation in other categories and segments. Consumers, for their part—and particularly health-conscious aging Baby Boomers and concerned parents—have proved receptive to innovation and willing to spend more on oral care; the electric dental appliance category, the priciest in the market, enjoyed 16% compound annual growth in the 1995-1999 period. In addition, marketers have decided the time is now ripe for dental gum, an established segment in Europe, to win acceptance here.

This 2-volume Packaged Facts report, after first examining the overall market, treats individually each of oral care's five categories—toothpaste, mouthwash and rinse, toothbrushes and dental floss, breath fresheners and dental gum, and electric dental appliances. For each category, the report traces sales since 1996 and offers projections through 2005. It lists and discusses new product introductions and details the wide-ranging marketing efforts to support them, giving particular attention to marketers' Internet efforts. The report also breaks out sales by retail channel and describes the strategies and merchandising approaches of the three leading venues—supermarkets, mass merchandisers, and chain drugstores—including their responses to e-tailer competition. It also analyzes consumer trends (using Simmons Market Research Bureau data) and profiles leading marketers in each category, including Procter & Gamble, Colgate-Palmolive, Warner-Lambert, Unilever, Gillette, Johnson and Johnson, SmithKline Beecham, Church & Dwight, and Den-Mat.


Scope and Methodology

Market Parameters

This Packaged Facts study examines the U.S. over–the–counter (OTC) market for oral care products, as retailed through a variety of outlets. Covered are the tooth–paste, oral care gum/breath freshener, mouthwash/dental rinse, toothbrush/dental floss, and electric dental appliance categories. Denture products, oral pain relief products, and non–electric dental tools other than floss are excluded.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on–site examination of the retail milieu. Secondary research entailed data–gathering from relevant trade, business, and government sources, including company literature and corporate annual reports. Packaged Facts has derived sales figures from sources such as Information Resources, Inc. (IRI), the National Confectioners Association (NCA), Candy Industry, Supermarket Business, Discount Merchandiser, Drug Store News, and the National Association of Convenience Stores (NACS). Figures pro–vided on national consumer advertising expenditures are based on data from Competitive Media Reporting (CMR), a Taylor Nelson Sofres company, and are copyright 2000. The analysis of consumer demographics primarily derives from Simmons Market Research Bureau data for fall 1999.

Issues Addressed:

  • Current and Projected Market Growth
  • Factors Affecting Market Growth
  • New Product Development
  • Cost and Competition Overviews
  • Safety Concerns
  • Licensing Issues
  • Popularity of Multipurpose Products
  • Advertising and Promotion Trends
  • Retail Dynamics
  • Internet Share of Market
  • Consumer Profile

Companies Profiled:

  • Block Drug
  • Breath Asure
  • Church & Dwight
  • Colgate–Palmolive
  • Conair
  • Den–Mat
  • Enamelon
  • Gillette
  • Johnson & Johnson
  • Optiva
  • Pfizer
  • Playtex
  • Procter & Gamble
  • Q–Pharma
  • Salton
  • SmithKline Beecham
  • Sunstar/John O. Butler
  • Tom‘s of Maine
  • Unilever/Chesebrough Pondgs
  • U.S. DenTek
  • Warner–Lambert
  • Water Pik
  • W.L. Gore & Associates
  • Wm. Wrigley Jr.

Categories Covered:

  • Toothpaste
  • Mouthwash & Rinse
  • Toothbrush & Dental Floss
  • Breath Freshener & Dental Gum
  • Electrical Appliances

Tables and Graphs:

  • Share of Market by Brand, Marketer, Retail Outlet
  • Use of Each Product Category by Region, Age, Brand
  • New Electrical Product Introductions

Hours of Research: 750

  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Overall Market
    • Retail Sales Exceed $5.2 Billion in 2000
    • Table 1-1: U.S. Oral Care Market Retail Sales by Product Category 1996-2005 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
    • Retail Sales to Top $6.7 Billion by 2005
    • Toothpaste Remains Largest Oral Care Category
    • Figure 1-1: Share of U.S. Retail Sales of Oral Care Market by
    • Product Category, 1999 vs. 2000 (percent): Toothpaste, Oral
    • Care Gum/Breath Fresheners, Toothbrushes/Dental Floss,
    • Mouthwash/Dental Rinse, Electric Dental Appliances
    • Big Three Account for 45% of Sales
    • Smaller Marketers Compete Successfully in Niches
    • Marketers Leverage Successful Brands into Other Categories
    • Influx of Superpremium Products Pushing Price Tags Upward
    • Fall in Toothpaste Spending Reduces Oral Care Outlay to $523
    • Million
    • Warner-Lambert Heads Top Spenders
    • Outpost Locations Build Impulse Sales
    • Drugstore E-tailers Burst on Scene
    • E-tailers and Retailers Working Together

    The Toothpaste Category
    • Scope of Category
    • Nine Product Types
    • Toothpaste Sales Approach $1.9 Billion in 2000
    • Whitening Toothpastes Double Their Share
    • Market to Top $2.2 Billion by 2005
    • Procter & Gamble Narrows Colgate's Lead
    • Niche and Multipurpose Products Complement Each Other
    • Consumer Ad Spending Down One-Third in 1999
    • Mass Merchandisers Grow to 36% of Category Sales
    • Purchasing Trends in Natural Product Stores
    • Vast Majority of U.S. Consumers Use Toothpaste

    The Oral Care Gum and Breath Fresheners Category
    • Scope of Category
    • Year 2000 Retail Sales Top $1.3 Billion
    • Oral Care Gum at $715 Million
    • Mints Dominate Breath Freshener Segment
    • Category to Approach $2 Billion in 2005
    • Four Top Marketers Come from Candy/Gum Side
    • M&A Activity at the Top
    • Gum and Mints: the New Frontier in Oral Care
    • Gum Generates 25% Increase in Advertising Expenditures, to $147 Million
    • Food Stores at 30% of Sales
    • 58% of Adults Use Gum
    • 61% of Adults Use Hard Roll Candy/Breath Mints

    The Toothbrush and Dental Floss Category
    • Scope of Category
    • Year 2000 Retail Sales Approach $950 Million
    • Premium Toothbrushes Drive Segment
    • Dental Floss Sales Up 10% in 2000
    • Toothbrush/Dental Floss Sales to Surpass $1.2 Billion in 2005
    • Gillette Captures 25% of Category
    • Kids' Arena Shaped by Licenses, Gimmicks, Extensions
    • Top Six Marketers Account for All National Consumer Toothbrush Advertising
    • Vast Majority of U.S. Consumers Use Toothbrushes
    • Floss Use Less Common; Users Have Upscale Profile

    The Mouthwash/Dental Rinse Category
    • Scope of Category
    • Sales Continue Recovery in 2000, Reach $739 Million
    • Good News/Bad News
    • Sales to Reach $849 Million in 2005
    • Warner-Lambert Extends Big Lead
    • Strong Competition from Store Brands
    • Increasing Synergy Between Mouthwash and Toothpaste
    • Natural Mouthwashes Find Favor
    • Competition Between Listerin and Scope Generates Almost All of $85 Million Ad Spending
    • Mass Merchandisers Claim Share from Supermarkets and Drugstores
    • Nearly Three-Fifths of U.S. Adults Use Mouthwash

    The Electric Dental Appliances Category
    • Scope of Category
    • 2000 Retail Sales Grow to $350 Million
    • Electric Toothbrushes Dominate Category Sales
    • Sales to Top $500 Million by 2005
    • Gillette's Braun Division and Optiva Lead Field
    • Marketers Continue to Enlist Dentists' Support
    • Powering Up Continues to Go Down in Price
    • Ad Spending Parallels Market Growth
    • Mass Merchandisers and Drugstores Lead All Outlets
    • Retail Margins Cluster in 30%-40% Range
    • A Decidedly Upscale User Profile
  2. The Overall Market
    Product Overview
    • Scope of Report
    • Oral Care Before 1900
    • Preventive Dentistry
    • Dental Hygienists
    • The ADA and Its Seal of Approval
    • The Road to Tooth Decay and Gum Disease
    • How Oral Care Products Prevent Dental Problems
    • Halitosis or Bad Breath
    • Fighting Bad Breath
    • Home Regimen Complements Professional Checkups

    Product Categories
    • Five Main Product Categories
    • Toothpaste
    • Oral Care Gum and Breath Fresheners
    • Toothbrushes and Dental Floss
    • Mouthwash/Dental Rinse
    • Electric Dental Appliances
    • FDA Regulates Ingredients and Marketing Claims
    • Safety Questions
    • The ADA Seal of Approval
    • ADA Censure
    • Figure 2-1: U.S. Retail Sales of Oral Care Products, 1996-2005 (dollars)

    Market Size and Growth
    • Retail Sales Exceed $5.2 Billion in 2000
    • Table 2-1: U.S. Retail Sales of Oral Care Market by Product Category, 1996-2000 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
    • Toothpaste Leads Oral Care Sales
    • Oral Care Gum/Breath Fresheners: Second in Size and Growth Rate
    • Toothbrush/Dental Floss Category: Market Mainstays Flourish
    • Mouthwash/Dental Rinse Sales Recover
    • Electric Dental Appliances Fast Growing

    Market Composition
    • Toothpaste Remains Largest Oral Care Category
    • Figure 2-2: Share of U.S. Retail Sales of Oral Care Market by Product Category, 1999 vs. 2000 (percent): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
    • Mass Merchandisers Challenge Food Stores for Supremacy
    • Figure 2-3: Share of U.S. Oral Care Market by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Regional Differences
    • Little Seasonal Variation—Except for Electric Dental Appliances

    Factors to Market Growth
    • Population Increase Ensures Growth
    • Some Categories Mature, Others Underdeveloped
    • Aging Baby Boomers Focus on Oral Care
    • Oral Health Important to Overall Health
    • Fountain of Youth in Kids' Products
    • Trends in Consumer Eating Behavior
    • Aggressive Marketing
    • Product Innovation Drives Growth
    • Professional Recommendations Spur Sales
    • The Role of Research

    Projected Market Growth
    • Retail Sales to Top $6.7 Billion by 2005
    • Table 2-2: Projected U.S. Retail Sales of Oral Care Market by Product Category, 2000-2005 (dollars): Toothpaste, Oral Care Gum/Breath Fresheners, Toothbrushes/Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances
    • Toothpaste Sales to Reach $2.2 Billion
    • Oral Care Gum/Breath Fresheners to Drive Market
    • Floss to Propel Toothbrush/Dental Floss Category
    • Slow Growth for Mouthwash/Dental Rinse Category
    • Electric Dental Appliances Will Help Power Market Growth

    The Marketers
    • Hundreds of Marketers
    • Most Major Marketers Are Consumer Products or Pharmaceutical Giants
    • Enter Hershey?
    • Significant Minor Marketers
    • Electric Dental Appliance Marketers
    • Most Major Marketers are Multicategory
    • Table 2-3: Leading Oral Care Marketers and Their Brands by Product Category and Segment (33 Marketers): Toothpaste, Oral Care Gum, Breath Fresheners, Toothbrushes, Dental Floss, Mouthwash/Dental Rinse, Electric Dental Appliances

    Marketer Shares
    • Note on Share Data
    • Big Three Account for 45% of Sales
    • Gillette Rises, Unilever Falls
    • SmithKline, LifeSavers, and J&J Are Each at About 5%
    • Most of the Bottom Half Gained or Held Share
    • Table 2-4: Top U.S. Oral Care Product Marketers and Brands by Mass-Market Share, 1998 vs. 1999 (percent): 15 Marketers, Private Label, All Other

    The Competitive Situation
    • Major Companies Have the Edge
    • Smaller Marketers Compete Successfully in Niches
    • Fierce Competition Among Leading Marketers
    • Marketers Fight Behind the Scenes
    • Some Intercategory Competition
    • Strong Private-Label Penetration for Some Categories and Segments

    Marketing and New Product Trends
    • Marketers Leverage Successful Brands into Other Categories
    • Influx of Superpremium Products Pushing Price Tags Upward
    • More Attention to Ethnic Consumers
    • Riding the Information Superhighway
    • New Product Trends

    Advertising and Promotion Trends
    • Fall in Toothpaste Spending Reduces Oral Care Outlay to $523 Million
    • Warner-Lambert Heads Top Three Spenders
    • SmithKline Beecham Heads Second Tier
    • Third Tier Serves Fast-Growing Categories
    • Seven Other Million-Dollar Advertisers
    • Television Is Medium of Choice
    • Coupons
    • Rebates
    • Joint Promotions
    • Money-Back Guarantees
    • "Twofers" and Multipack Price Promotions
    • Sweepstakes and Contests
    • Charitable Contributions
    • Trade Advertising and Promotions
    • Dental Professional Sampling and Incentives
    • Examples of Advertising

    Retail Dynamics
    • Distribution Path Typical of Food and Drug
    • Direct Store Delivery vs. Warehouse Delivery
    • Warehouse Delivery
    • Direct Store Delivery
    • Supermarkets and Grocery Stores Fight for Share
    • Mass Merchandisers and Discounters Offer Price, Breadth
    • Drugstores Capture the High-End Business
    • Other Retail Outlets
    • Margins Can Be High—Or Low
    • Retailers Turn to Private Label to Build Margins
    • Outpost Locations Build Impulse Sales
    • Some Retailers Employ Unusual Cross-Merchandising

    Online Retailing
    • Marketers, Retailers Also Work to Boost Online Sales
    • E-tailers and Retailers Working Together
    • Drugstore.com: The Promise and Perils of E-tailing
    • Partners with Rite Aid
    • Site Offers Brand Boutiques
    • Can Drugstore.com Become Profitable

    The Consumer
    • Notes on Simmons Market Research Bureau
    • 93% of Adults Use Toothpastes
    • 58% of Adults Use Gum
    • 61% of Adults Use Hard Roll Candy/Breath Mints
    • 89% of Adults Use Toothbrushes
    • 58% of U.S. Adults Use Floss
    • 58% of Adults Use Mouthwash
    • Household Penetration for Electric Dental Appliances Remains Low
  3. The Toothpaste Category
    The Products
    • Scope of Category
    • Product and Package Forms.
    • Nine Product Types
    • Whitening/Antistain
    • Regular (Fluoride)
    • Antitartar/Antiplaque
    • Baking Soda
    • Desensitizing
    • Antigingivitis
    • Remineralizing
    • Natural
    • Children's Toothpastes
    • Basic Toothpaste Ingredients
    • Product Claims
    • Table 3-1: Common Toothpaste Ingredients (9 Classes and Related Ingredients)
    • Figure 3-1: U.S. Retail Sales of Toothpaste, 1996-2005 (dollars)

    Market Size and Composition
    • Toothpaste Sales Approach $1.9 Billion in 2000
    • Sales Increases Due to Product Innovation
    • Table 3-2: U.S. Retail Sales of Toothpaste, 1996-2000 (dollars)
    • Pastes and Gels Dominate Toothpaste Sales
    • Whitening Toothpastes Double Their Share
    • Sales by Retail Outlet
    • Figure 3-2: Share of U.S. Retail Sales of Toothpaste by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Regional Toothpaste Sales Follow Population Share
    • Table 3-3: Use of Toothpaste by Region, 1999 (percent and index): Northeast, Midwest, South, West

    Factors to Market Growth
    • Use Ubiquitous
    • Boomer Concern with Health and Appearance Drives Market
    • Product Innovation vs. Price Competition
    • Long-Term Safety of Hydrogen Peroxide Questioned

    Projected Market Growth
    • Market to Top $2.2 Billion by 2005
    • Table 3-4: Projected U.S. Retail Sales of Toothpaste, 2000-2005 (dollars)

    The Marketers
    • Marketer Overview: At Least 100 Marketers
    • Packaged Goods Companies, Pharmaceutical Houses, and Specialists
    • Marketers Have Multiple Brands or Extensions
    • Table 3-5: Selected U.S. Toothpaste Marketers and Their Brands (24 Marketers and Their Major Brands)

    The Competitive Situation
    • Note on Share Data
    • Procter & Gamble Narrows Colgate's Lead; Unilever's Slide Continues
    • Unilever's Slide Continues, SmithKline Beecham Recovers Some Ground
    • Gains for Church & Dwight and Block Drug
    • CCA, Enamelon, and Natural White Advance
    • Some Intersegment Competition Among Product Types
    • Cost of Competing Favors Global Leaders
    • Specialists Shine in Niches
    • Infomercials Produce Direct and Retail Sales
    • Some Products Dispensed Directly by Dentists
    • Table 3-6: Share of U.S. Toothpaste Market by Marketer and Brand: 1998 vs. 1999 (percent): 17 Marketers and Their Major Brands

    Competitive Profiles
    • Colgate-Palmolive Co., Inc: The Worldwide Leader in Oral Care
    • Success of Colgate Total Puts Marketer in Top Spot in Toothpaste
    • Maintains High Rate of Intros and Advertising
    • Targets Desensitizing Segment
    • Introduces Colgate 2in1 Toothpaste and Mouthwash
    • Colgate Positions Ultra Brite on Value
    • Focusing on Internet to Grow Sales
    • Procter & Gamble Co.: Crest Has Enormous Brand Equity, But ...
    • Crest's Gum Care Misstep
    • Reverses Sales and Share Downslide in 1999
    • Ushers in New Millennium with Launches and Ad Blitz
    • Whitening with Whitestrips
    • Introduces State-of-the-Art Website for Kids
    • Crest Healthy Smiles 2010
    • Unilever Group/Chesebrough Pond's USA: Company Takes Two-Tier Approach
    • Mentadent Quickly Became Third-Largest Brand
    • Both Mentadent and Unilever's Value Brands Suffer Declines
    • SmithKline Beecham Plc: Mainstream Aquafresh Brand Outpaces Growth of Category
    • Aquafresh as Affordable Brand
    • Church & Dwight Co., Inc.: Seeks to Branch Out from Premium Baking Soda Niche
    • Establishing the Baking Soda Niche
    • P.M. for Nighttime Mouth
    • Block Drug Co., Inc.: Desensitizing Toothpaste Specialist Enjoys Accelerated Growth
    • The Sensodyne Story
    • Den-Mat Corp.: Whitening Toothpaste Pioneer Eyes Renewed Growth
    • Extending Rembrandt's Success
    • Warner-Lambert Consumer Group: Listerine Toothpaste Entry Languishes
    • Gillette Co.: Other Categories Take Precedence over Toothpaste
    • Enamelon, Inc.: Marketing Blitz Brings Sales … and Financial Trouble
    • Tom's of Maine, Inc.: Writing the Book on "Natural" Toothpaste
    • Q-Pharma, Inc.: Banking on Coenzyme Q10

    Marketing and New Product Trends
    • Niche and Multipurpose Products Complement Each Other
    • Whiteners Continue to Proliferate
    • Desensitizing Toothpastes Come to the Fore
    • Fighting Gum Disease with Antioxidant Toothpastes
    • Toothpaste as Breath Remedy
    • Multipurpose Toothpastes
    • Natural Niche Continues to Grow
    • Licensed Properties Help Marketers Cultivate Kids' Market
    • Table 3-7: U.S. Market for Toothpaste: Selected New Product Introductions, 1999-September 2000 (14 Marketers and Their Major Brands)

    Advertising and Promotion Trends
    • Consumer Ad Spending Down One-Third in 1999
    • Colgate Outstrips P&G in Spending
    • Only Four Marketers Increased Spending in 1999
    • Unilever/Chesebrough-Pond's Cuts Spending by More Than Half
    • Enamelon Forced to Cut Back
    • Several Marketers Retreat from the Front
    • Preventive Care Positioning
    • The Role of Professional Recommendation
    • Promise of Fresher Breath
    • Whiter Teeth Theme
    • The Safety Note
    • Crest Kids
    • Many Ads Use Direct Competitive Positioning
    • Promotions Common
    • Coupons
    • Free or Half-Price Products
    • Cross Promotions
    • Trial Sizes
    • Joint Promotions/Sweepstakes
    • Promotions Through Professionals
    • Public Relations Promotions
    • Trade Advertising
    • Examples of Advertising

    Retail Dynamics
    • Retail Trends: Mass Merchandisers Grow to 36% of Sales
    • Mass-Market Retail Margins at 32%
    • Influx of New Products Warrants Increased Shelf Space
    • Purchasing Trends in Natural Product Stores
    • E-tailers Pose No Immediate Threat to Traditional Mass Retailers
    • How Much Will E-tailers Change the Competitive Situation?

    The Consumer
    • The Simmons Survey System
    • Vast Majority of U.S. Consumers Use Toothpaste
    • Most Are Heavy or Medium Users
    • Medium Users Have Upscale Profile
    • Heavy Users and Light Users Have Contrasting Profiles
    • Paste the Most Widely Used Form
    • Paste/Gel Users and Gel Users Have Young, Upscale Profiles
    • Tooth Powder Users Have Downscale Profile
    • Crest and Colgate the Most Popular Brands
    • Crest and Colgate Have Least Distinct Consumer Profiles
    • Close-Up and Aim Share Downscale Profiles
    • Crest and Colgate Varieties Also Rank as Most Popular
    • Three Pioneers and One Flagship Brand: Mentadent, Sensodyne, Rembrandt, and Tom's of Maine
    • Tom's of Maine Consumer Has the Most Schooling
    • Table 3-8: Demographic Characteristics Favoring Use of Toothpaste: Heavy, Medium, and Light Users, 1999 (U.S. Adults)
    • Table 3-9: Use of Toothpaste by Form, 1999 (number and percent): Paste, Paste/Gel Combination, Gel, Powder
    • Table 3-10: Demographic Characteristics Favoring Use of Toothpaste: By Form, 1999 (U.S. Adults): Paste, Paste/Gel Combination, Gel, Powder
    • Table 3-11: Demographic Characteristics Favoring Use of Toothpaste: By Brand, 1999 (U.S. Adults): Crest, Colgate, Aquafresh
    • Table 3-12: Demographic Characteristics Favoring Use of Toothpaste: By Brand, 1999 (U.S. Adults): Close-Up, Aim, Arm & Hammer
    • Table 3-13: U.S. Adult Usage Levels for Toothpaste: By Brand/Variety, 1999 (% adults)
    • Table 3-14: Demographic Characteristics Favoring Use of Toothpaste: By Brand/Variety Most Often Used, 1999 (U.S. Adults): Mentadent, Sensodyne, Rembrant, Tom's of Maine
  4. The Oral Care Gum And Breath Fresheners Category
    The Products
    • Scope of Category
    • Products with a Past
    • Category Subject to Federal Regulation and Policies
    • Figure 4-1: U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 1996-2005 (dollars)

    Market Size and Growth
    • Year 2000 Retail Sales Top $1.3 Billion
    • Oral Care Gum at $715 Million
    • Major Intros Drive Breath Fresheners Segment
    • Table 4-1: U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 1996-2000 (dollars)

    Market Composition
    • Oral Care Gum Overtakes Breath Fresheners
    • Figure 4-2: Share of Mass-Market Oral Care Gum/Breath Freshener Sales by Product Segment, 1998 vs. 1999 (percent): Oral Care Gum, Breath Fresheners
    • Sugar-Free Products Dominate Oral Care Gum Segment
    • Figure 4-3: Share of U.S. Mass-Market Oral Care Gum Sales by Product Type: Regular vs. Sugar-Free, 1998 vs. 1999 (percent)
    • Mints Dominate Breath Freshener Segment
    • Figure 4-4: Share of U.S. Mass-Market Breath Freshener Sales by Product Type: Mints vs. All Others, 1998 vs. 1999 (percent)
    • Food Stores the Leading Retail Channel
    • Table 4-2: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Major Channel, 2000 (percent): 5 Retail Sectors, Other
    • Limited Regional Variance in Consumption of Mints/Gum
    • Table 4-3: Use of Candy, Hard Roll Candy/Breath Mints, and Chewing/Bubble Gum by Region, 1999 (index): 3 Product Types

    Factors to Market Growth
    • More Name Players and Brands Add Up to Greater Sales
    • Aggressive Marketing Helps Drive Growth
    • Products Are Convenient and Portable
    • Garlic's Popularity Helps Sales
    • Studies Say Xylitol in Gum Can Inhibit Tooth Decay
    • Widening Channels Support Continued Growth
    • Going Online to Build Sales
    • Hershey to Acquire Nabisco Breath Mints and Gums: Confectionery Heavyweights Move in on Category

    Projected Market Growth
    • Category to Approach $2 Billion in 2005
    • Table 4-4: Projected U.S. Retail Sales of Oral Care Gum and Breath Fresheners, 2000-2005 (dollars

    The Marketers
    • Two Groups of Marketers: Oral Care and Candy/Gum
    • Candy/Gum: Many Are Called, Few Are Chosen
    • Table 4-5a: Selected Oral Care Gum Marketers and Their Brands (11 Marketers)
    • Table 4-5b: Selected Breath Freshener Marketers and Their Brands (26 Marketers)

    Marketer Shares
    • Note on Share Data
    • Four Top Marketers Come from Candy/Gum Side
    • Warner-Lambert and Nabisco Dominate Oral Care Gum
    • Altoids Takes First in Breath Fresheners
    • Table 4-6: Share of U.S. Oral Care Gum and Breath Fresheners Market by Marketer and Brand, 1998 vs. 1999 (percent): 9 Marketers, All Others
    • Table 4-7: Share of U.S. Oral Care Gum Market by Marketer and Brand, 1998 vs. 1999 (percent): 4 Marketers, All Others
    • Table 4-8: Share of U.S. Breath Fresheners Market by Marketer and Brand, 1998 vs. 1999 (percent): 7 Marketers, All Others

    The Competitive Situation
    • M&A Activity at the Top
    • No. 1 Gum Marketer Wrigley Enters Oral Care Gum Segment
    • Powerful Aquafresh Brand Is Another New Entrant
    • Intense Competition in Intense Mints

    Competitive Profiles
    • Warner-Lambert Consumer Group: Working to Stay on Top
    • Focusing on Sugar-Free Gums
    • Capitalizing on Gum/Mint Synergy
    • Extending Listerine Brand into Breath Fresheners
    • Kraft Foods, Inc.: Ins and Outs of Nabisco Purchase
    • Stretching Out LifeSavers
    • Ferrero USA, Inc.: Steady Growth for No. 2 Breath Freshener Tic Tac
    • Church & Dwight Co., Inc.: Pioneering Oral Care Gum
    • Wm. Wrigley Jr. Co., Inc.: Gum Powerhouse Enters Oral Care Arena
    • Sees Eclipse as Potential $100 Million Brand
    • Breath Asure, Inc.: Fighting Back Against Mint Competition
    • Introduces Mint-Coated Capsules
    • Playtex Products, Inc.: Competes in Breath Fresheners, Toothbrushes

    Marketing and New Product Trends
    • Oral Care Marketers Eye Impulse Locations
    • Going to Extremes in Flavor
    • Icy Is Hot
    • Gum and Mints: the New Frontier in Oral Care
    • Oral Care Gum for Kids
    • Natural Positioning Remains a Plus
    • Table 4-9a: The U.S. Market for Oral Care Gum: Selected New Product Introductions, 1999-September 2000
    • Table 4-9b: The U.S. Market for Breath Fresheners: Selected New Product Introductions, 1999-September 2000

    Advertising and Promotion Trends
    • Gum Generates 25% Increase in Advertising Expenditures, to $147 Million
    • Warner-Lambert Outspends All Other Marketers Combined
    • Wrigley Heads Closely Bunched Quintet
    • Chupa Chups Leads Final Foursome
    • Advertising Positioning: Gum as Good Hygiene
    • Fresh Breath Is Irresistible
    • The Aesthetic Angle
    • Coupons, Samples, and Bonus Packs
    • Mail-in Rebates
    • Gifts, Games, and Sweepstakes
    • Trade Advertising
    • Co-Op Offers
    • Trade Promotions Are Standard
    • Trade Shows Are Vital on Candy/Gum Side
    • Examples of Advertising

    Retail Dynamics
    • Candy and Gum Are Most Widely Distributed Foods
    • Role of Wholesalers
    • Role of Brokers
    • Food Stores at 30% of Sales
    • Figure 4-5: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Major Channel, 2000 (percent): 5 Major Channels, Other
    • Supermarkets Account for 48% of Mass Channel Big Three
    • Figure 4-6: Share of U.S. Retail Sales of Oral Care Gum and Breath Fresheners by Mass-Market Sector, 1999 (percent): Supermarkets, Mass Merchandisers, Drugstores
    • Four Leading Outlets Vie for Share
    • Mass Merchandisers Growing Fastest in Sales
    • Wal-Mart's Foray into Food
    • Rethinking the Checkstand
    • Triple Profits: The LifeSavers Study
    • Breath Fresheners Outposted to Multiple Locations
    • Impulse Purchases: M&M/Mars Research

    Retail Focus: Major Channels
    • Gum and Breath Mints Are Highly Profitable in Supermarkets
    • Losing Ground Against Mass Merchandisers
    • Supermarkets Step Up Merchandising Efforts
    • Mass-Merchandisers Post Double-Digit Growth in Candy/Gum Sales
    • Supercenters Shake Up Grocery Sector
    • Candy/Gum Merchandising Similar to Supermarkets'
    • Candy at 5% of In-Store Convenience Store Sales
    • Sizing Up Against the Competition
    • The Fix at the Front End
    • Candy Ranks Second Among Drugstore Consumables
    • Slight Sag in Confectionery Sales
    • Larger Formats Step on Drugstore Sales
    • Drugstores vs. Convenience Stores
    • Vending Sales of Candy on the Rebound
    • E-tailers Pose No Immediate Threat to Traditional Retailers
    • Most Virtual Drugstores Are Very New

    The Consumer
    • The Simmons Survey System
    • 58% of Adults Use Gum
    • Trident's Upscale Profile Departs from Gum Norm
    • Dentyne Cinnamon Has Second Most Upscale Profile
    • Carefree Has Oldest Consumer Profile
    • 61% of Adults Use Hard Roll Candy/Breath Mints
    • Index of 119 for Blacks
    • Consumer Patterns: Regular Varieties
    • Consumer Patterns: Sugar-Free Varieties
    • Variations by Brand
    • Table 4-10: U.S. Adult Usage Levels for Chewing/Bubble Gum: Overall and by Oral Care Brand/Variety, 1999 (% Adults)
    • Table 4-11a: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Trident Chewing Gum, Trident Soft Bubble Gum, and Clorets, 1999 (U.S. Adults)
    • Table 4-11b: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Dentyne Cinnamon, Dentyne Spearmint, and Dentyne Sugar-Free, 1999 (U.S. Adults)
    • Table 4-11c: Demographic Characteristics Favoring Use of Oral Care Gum by Brand/Variety: Carefree Chewing Gum and Carefree Bubble Gum, 1999 (U.S. Adults)
    • Table 4-12: U.S. Adult Usage Levels for Hard Roll Candy/Breath Mints: Overall and by Brand/Variety, 1999 (% Adults)
    • Table 4-13: Selected Indices for U.S. Adult Usage of Hard Roll Candy/Breath Mints: Overall, Regular, and Sugar-Free, 1999 (U.S. Adults)
    • Table 4-14: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints: Overall, Regular, and Sugar-Free, 1999 (U.S. Adults)
    • Table 4-15a: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints by Brand/Variety: BreathSavers, Tic Tac Mint, and Tic Tac Fruit, 1999 (U.S. Adults)
    • Table 4-15b: Demographic Characteristics Favoring Use of Hard Roll Candy/Breath Mints by Brand/Variety: Certs Regular Mint, Certs Cool Mint, and Certs Sugar-Free, 1999 (U.S. Adults)
  5. The Toothbrush And Dental Floss Category
    The Products
    • Scope of Category
    • Toothbrushes
    • Sizes and Bristle Grades
    • Materials
    • Designs
    • Dental Floss
    • The Purpose of Flossing
    • Waxed and Unwaxed, Flavored and Unflavored
    • Forms
    • Packaging
    • Figure 5-1: U.S. Retail Sales of Toothbrushes and Dental Floss, 1996-2005 (dollars)

    Market Size and Growth
    • Year 2000 Retail Sales Approach $950 Million
    • Premium Toothbrushes Drive Segment
    • Dental Floss Sales up 10% in 2000
    • Table 5-1: U.S. Retail Sales of Toothbrushes and Dental Floss, 1996-2000 (dollars)

    Market Composition
    • Toothbrushes Account for More Than 80% of Category Retail Sales
    • Figure 5-2: Share of U.S. Retail Sales of Toothbrush/Dental Floss Category by Product Segment, 1998 vs. 1999 (percent): Toothbrushes, Dental Floss
    • Mass Merchandisers Challenging Supermarkets for Supremacy
    • Figure 5-3: Share of U.S. Retail Sales of Toothbrush/Dental Floss Category by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Toothbrushes: Mass Merchandisers Take Share from Other Outlets
    • Figure 5-4: Share of U.S. Retail Sales of Toothbrushes by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Floss: Drugstores, Once the Primary Outlet, Continue to Lose Share
    • Figure 5-5: Share of U.S. Retail Sales of Dental Floss by Major Channel, 1998 vs. 1999 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Sales by Region
    • Table 5-2: Use of Toothbrushes and Dental Floss by Region, 1999 (percent and index): Northeast, Midwest, South, West

    Factors to Market Growth
    • Biggest Challenge Is to Persuade Consumers to Replace Toothbrushes Frequently
    • Toothbrush Sales Are Impulse-Driven
    • Aggressive Marketing Helps Drive Segment
    • Higher Price Tier to Keep Expanding
    • Targeting the Kids' Market
    • Dentists Recommend Daily Flossing
    • Product Underutilized

    Projected Market Growth
    • Toothbrush/Dental Floss Sales to Surpass $1.2 Billion in 2005
    • Table 5-3: Projected U.S. Retail Sales of Toothbrushes and Dental Floss, 2000-2005 (dollars)

    The Marketers
    • Marketer Overview: At Least 250 Marketers of Toothbrushes and Dental Floss
    • A Broad Range of Companies Market Toothbrushes
    • Some Have Multiple Brands
    • Leading Dental Floss Marketer a Pharmaceutical House
    • Most Marketers Involved in Other Oral Care Categories
    • Table 5-4a: Selected Toothbrush Marketers and Their Brands (21 Marketers)
    • Table 5-4b: Selected Dental Floss Marketers and Their Brands (9 Marketers)

    Marketer Shares
    • Note on Share Data
    • Gillette Captures 25% of Category
    • Gillette, Colgate Take Toothbrush Share from Competitors
    • J&J Holds Share in Dental Floss; Gillette Gains
    • Table 5-5: Share of U.S. Toothbrush and Dental Floss Market by Marketer and Brand, 1998 vs. 1999 (percent): 8 Marketers, Private Label, All Others
    • Table 5-6: Share of U.S. Toothbrush Market by Marketer and Brand, 1998 vs. 1999 (percent): 9 Marketers, Private Label, All Others
    • Table 5-7: Share of U.S. Dental Floss Market by Marketer and Brand, 1998 vs. 1999 (percent): 6 Marketers, Private Label, All Others

    The Competitive Situation
    • Toothbrush Competition by Product Features
    • Kids' Arena Shaped by Licenses, Gimmicks, Extensions
    • More Competition Creates Healthier Dental Floss Segment

    Competitive Profiles
    • Gillette Co.: Oral-B Is the Professional's Choice
    • CrossAction Toothbrush Introduced After Extensive Testing
    • Adds to Children's and Dental Floss Lines
    • Johnson & Johnson: Oral Care Contributes 10% of Consumer Product Sales
    • Toothbrushes Are Company's Largest Oral Care Segment
    • Marketer Originated Dental Floss
    • Colgate-Palmolive Co., Inc.: Oral Care Is a Major Focus
    • Diverse Line of Toothbrushes Is Constantly Growing
    • Colgate Cultivates Children's Market
    • Procter & Gamble Co.: Leveraging Crest Toothpaste Brand into Toothbrushes
    • Continues Introductions to Boost Sagging Sales
    • Unilever Group/Chesebrough-Pond's USA: Success of Mentadent Leads to Brand's Extension
    • SmithKline Beecham Plc: Positioning Aquafresh as Mainstream, Affordable Brand
    • W.L. Gore & Associates, Inc.: Glide Marketer Specializes in New Materials
    • Sunstar, Inc./John O. Butler Co.: Campaigning on Oral Care-Health Connection

    Marketing and New Product Trends
    • Seeking to Raise Price Ceiling with Innovative Features
    • Improved Bristle Designs
    • Flexibility Is Another Key Feature
    • Handles Are Also a Focus of Attention
    • Back to Antibacterial
    • Exploiting the Synergy Between Toothbrushes and Toothpaste
    • Targeting Kids Draws Attention to Toothbrush Section
    • Licensed Characters Proliferate
    • Recyclable Toothbrushes, Disposable Dots
    • Lower Price Tiers Maintained
    • Little High-Visibility Marketing of Floss
    • Upgrading Is Goal of Floss Introductions as Well
    • Table 5-8a: U.S. Market for Toothbrushes: Selected New Product Introductions, 1999-September 2000
    • Table 5-8b: U.S. Market for Dental Floss: Selected New Product Introductions, 1999-2000

    Advertising and Promotion Trends
    • Top Six Marketers Account for All National Consumer Toothbrush Advertising
    • Gillette's Segment-Leading Total Powers Oral-B CrossAction Launch
    • Floss Ad Expenditures Minimal
    • Highlighting Special Features
    • Sheer Cleaning Power
    • Fighting Plaque and Bacteria
    • Better Oral Health Means Better Health
    • Professional Recommendation
    • Floss Ads Stress Product Features and Dental Hygiene
    • Coupons Common
    • Joint Promotions
    • "Twofers" and Multipack Price Promotions
    • Sweepstakes
    • Samples
    • Trade Advertising Is Frequent
    • Examples of Advertising

    Retail Dynamics
    • Retail Margins
    • Wide Assortments Are Typical
    • Kids' Toothbrushes Boost Eye-Appeal
    • Floss Lends Itself to Display Versatility
    • E-tailers Pose No Immediate Threat to Traditional Mass Retailers
    • Most Virtual Drugstores Are Very New

    The Consumer
    • The Simmons Survey System
    • Vast Majority Use Toothbrushes
    • Toothbrush Use Crosses All Demographics
    • Nearly Half of Users Prefer Medium Bristle Firmness
    • Gender Affects Bristle Choice
    • Hard and Soft Bristle Users Poles Apart
    • Soft/Hard and Extra Gentle Bristle Both Appeal to Young Adults
    • Angled Handles May Have Surpassed Straight in Popularity
    • Angled Handles Appeal to Younger Adults
    • Most Popular Brands Profiled: Oral-B, Colgate, Reach
    • All Three Brands Appeal Strongly to Younger Adults
    • Oral-B Has Most Upscale User Profile
    • Colgate and Reach Profiles Have Many Similarities
    • Oral-B, Colgate, Reach, and Crest Varieties Rank as Most Popular
    • User Profiles for Three Popular Varieties
    • Mentadent Is Youngest and Most Upscale Variety
    • Aquafresh Flex Has Strongest Ethnic Appeal
    • Floss Use Less Common; Users Have Upscale Profile
    • Brand Profiles: Johnson & Johnson Reach, Oral-B, Store Brands
    • Brand Profiles Confirm Segment's Overall Upscale Profile
    • Floss Brand Users Are Highly Educated
    • Table 5-9: U.S. Adult Use of Toothbrushes: By Bristle Firmness, 1999 (number and percent): Hard/Firm, Soft/Hard Combination, Medium, Extra Gentle, Soft/Gentle
    • Table 5-10a: Demographic Characteristics Favoring Use of Toothbrushes by Bristle Firmness: Hard/Firm, Soft/Hard Combination, and Medium, 1999 (U.S. Adults)
    • Table 5-10b: Demographic Characteristics Favoring Use of Toothbrushes by Bristle Firmness: Extra Gentle vs. Soft/Gentle, 1999 (U.S. Adults)
    • Table 5-11: Demographic Characteristics Favoring Use of Toothbrushes by Handle Type: Straight vs. Angled, 1999 (U.S. Adults)
    • Table 5-12: Demographic Characteristics Favoring Use of Toothbrushes: By Brand, 1999 (U.S. Adults): Colgate, Oral-B, Reach
    • Table 5-13: Usage Levels for Toothbrushes: By Brand/Variety, 1999 (% adults)
    • Table 5-14: Demographic Characteristics Favoring Use of Toothbrushes: By Brand/Variety Most Often Used, 1999 (U.S. Adults):
    • Table 5-15: Demographic Characteristics Favoring Use of Dental Floss, 1999 (U.S. Adults)
    • Table 5-16: Demographic Characteristics Favoring Use of Dental Floss: By Brand/Variety Most Often Used, 1999 (U.S. Adults): Johnson & Johnson Reach, Oral-B, Store Brand
  6. The Mouthwash/Dental Rinse Category
    The Products
    • Scope of Category
    • Available in Regular or Concentrated Forms
    • Mouthwash Ingredients
    • Mouthwash Niche Products
    • Natural Mouthwashes
    • Figure 6-1: U.S. Retail Sales of Mouthwash/Dental Rinse, 1996- 2005 (dollars)

    Market Size and Composition
    • Sales Continue Recovery in 2000, Reach $739 Million
    • Good News/Bad News
    • Table 6-1: U.S. Retail Sales of Mouthwash/Dental Rinse, 1996-2000 (dollars)
    • Food Stores at 38% of Sales
    • Figure 6-2: Share of U.S. Retail Sales of Mouthwash/Dental Rinse by Major Channel, 2000 (percent): Food Stores, Mass Merchandisers, Drugstores, Other
    • Sales by Region
    • Table 6-2: Use of Mouthwash by Region, 1999 (percent and index): Northeast, Midwest, South, West

    Factors to Market Growth Too Little Competition Within, Too Much Without?
    • Private-Label Success vs. Natural Product Potential
    • Rosie O'Donnell Puts Mouthwash in Limelight

    Projected Market Growth
    • Sales to Reach $849 Million in 2005
    • Table 6-3: Projected U.S. Retail Sales of Mouthwash/Dental Rinse, 2000-2005 (dollars)

    The Marketers
    • Marketer Overview: About 90 Mouthwash Marketers
    • Mouthwash Marketers Mostly Pharmaceutical Houses and Packaged Goods Companies
    • Table 6-4: Selected Mouthwash/Dental Rinse Marketers and Their Brands (16 Marketers

    The Competitive Situation
    • Note on Market Share Data
    • Warner-Lambert Extends Big Lead
    • Table 6-5: Share of U.S. Mouthwash/Dental Rinse Market by Marketer and Brand: 1998 vs. 1999 (percent): 10 Marketers, Private Label, All Others
    • Private Label Enjoys a 20% Share
    • Classic Competition Is Between Therapeutic and Cosmetic Products
    • Strong Competition from Store Brands
    • Oral Care Gum and Breath Fresheners Erode Mouthwash Sales

    Competitive Profiles
    • Warner-Lambert Consumer Group: Acquisition by Pfizer May Extend Lead in Category
    • Listerine Founds Mouthwash Category
    • Warner-Lambert Extends, Repackages Listerine
    • Tartar Control Listerine Debuts
    • Plax's Share Rises and Falls with Plaque-Fighting Claim
    • Procter & Gamble Co.: Company Takes Cosmetic Approach
    • Scope Ad Campaign Backfires; Listerine Benefits
    • Johnson & Johnson: Oral Care Business Benefits from Power of the Brand
    • Block Drug Co.: Mining Smoker's Mouthwash Niche
    • Colgate-Palmolive Co., Inc.: Three Specialized Brands
    • Introduces Colgate 2in1 Toothpaste and Mouthwash
    • Unilever Group/Chesebrough-Pond's USA: Promising Start Not Sustained
    • Den-Mat Corp.: Extending Mouthwash Line
    • Den-Mat Also Supports Category with Advertising

    Marketing and New Product Trends
    • Adding Flavors Expands Shelf Space
    • Increasing Synergy Between Mouthwash and Toothpaste
    • Natural Mouthwashes Find Favor
    • The Lure of New Technologies
    • Table 6-6: U.S. Market for Mouthwash/Dental Rinse: Selected New Product Introductions, 1999-September 2000

    Advertising and Promotion Trends
    • Competition Between Listerine and Scope Generates Almost All of $85 Million Ad Spending
    • Top Two Increase Spending While Others Cut Back
    • Taste a Primary Positioning
    • Therapeutic Values
    • "Morning Breath"
    • Alcohol-Free
    • Use of Coupons
    • Joint Promotions
    • Supporting Good Causes
    • Supporting New Product Introductions
    • Free Mouthwash In-Pack
    • Trade Advertising
    • Examples of Advertising

    Retail Dynamics
    • Mass Merchandisers Claim Share from Supermarkets and Drugstores
    • Retail Margins at 26% in Supermarkets
    • Mouthwash Displays Large and Deep
    • E-tailers Pose No Immediate Threat to Traditional Mass Retailers
    • How Much Will E-tailers Change the Competitive Situation?

    The Consumer
    • The Simmons Survey System
    • Nearly Three-Fifths of U.S. Adults Use Mouthwash
    • Most Are Heavy or Medium Users
    • Heavy Users Have Older, More Downscale Profile
    • Listerine Used by One-Fourth of Adults
    • Listerine Cool Mint, Scope Regular Are Most Popular
    • Demographics for Listerine Users
    • Scope and Cepacol Have Older, More Downscale Profiles
    • Cepacol Has Strong Followings Among Blacks and the Widowed
    • Plax Users More Likely to Be Younger and Female
    • Store Brands Appeal to the Most Educated and Upscale Consumers
    • Act Brand Appeals to Young Women with Children
    • Table 6-7: Demographic Characteristics Favoring Use of Mouthwash: Heavy, Medium, and Light Users, 1999 (U.S. Adults)
    • Table 6-8: U.S. Adult Usage Levels for Mouthwash: By Brand/Variety, 1999 (U.S Adults)
    • Table 6-9a: Demographic Characteristics Favoring Use of Mouthwash by Brand: Listerine vs. Scope, 1999 (U.S. Adults)
    • Table 6-9b: Demographic Characteristics Favoring Use of Mouthwash by Brand: Plax vs. Cepacol, 1999 (U.S. Adults)
    • Table 6-9c: Demographic Characteristics Favoring Use of Mouthwash by Brand: Act vs. Store Brand, 1999 (U.S. Adults
  7. The Electric Dental Appliances Category
    The Products
    • Scope of Category
    • Toothbrushes
    • Oral Irrigators
    • Variations Upon the Basic Types
    • Brush Heads and Irrigator Tips Replaceable
    • Figure 7-1: U.S. Retail Sales of Electric Dental Appliances, 1996- 2005 (dollars)

    Market Size and Composition
    • 2000 Retail Sales Grow to $350 Million
    • Table 7-1: U.S. Retail Sales of Electric Dental Appliances, 1996- 2000 (dollars)
    • Electric Toothbrushes Dominate Category Sales
    • Figure 7-2: Share of U.S. Retail Dollar Sales of Electric Dental Appliances by Product Type, 1996 vs. 2000 (percent): Electric Toothbrushes, Accessories, Oral Irrigators
    • Mass Merchandisers, Drugstores Lead Array of Outlets
    • Figure 7-3: Share of U.S. Retail Dollar Sales of Electric Dental Appliances by Major Channel, 2000 (percent): 6 Major Channels, Other
    • Fourth Quarter Is Largest for Sales

    Factors to Market Growth
    • Low Household Penetration Means Potential
    • Marketers Woo New Users with Lower-Priced Models
    • Other Oral Care Marketers Enter Category with Lower-Priced Units
    • Gadget and Gift Appeal
    • The Replacement Factor
    • Educating the Consumer to Benefits
    • Rethinking Merchandising Priorities

    Projected Market Growth
    • Sales to Top $500 Million by 2005
    • Table 7-2: Projected U.S. Retail Sales of Electric Dental Appliances, 2000-2005 (dollars)

    The Marketers
    • Marketer Overview: About 50 Companies
    • Top Four Market Other Appliances as Well
    • Other Oral Care Marketers Entering Category
    • Specialists and Other Appliance Marketers Complete the Cast
    • Table 7-3: Selected U.S. Electric Dental Appliance Marketers and Their Brands (24 Marketers)

    The Competitive Situation
    • Sales in Many Outlets Not Monitored
    • Gillette's Braun Division and Optiva Lead Field
    • Water Pik Dominates Oral Irrigator Segment
    • Competition Driving Toothbrush Tags Down
    • Entry Often Through Dentists or Direct Response

    Competitive Profiles
    • Gillette Co.: Successfully Linking Braun and Oral-B
    • Braun Focuses on New Product Introductions
    • Uses Across-the-Board Reduction to Prod Off-Season Sales
    • Optiva Corp.: Acquisition by Philips Caps Decade of Rapid Growth
    • Acquisition Should Increase International Sales, Boost Electronics Capabilities
    • An Aggressive and Inventive Marketer
    • Conair Corp.: Seeking Renewed Growth for Interplak
    • Water Pik Technologies, Inc.: Category Pioneer Looks to Step Up Product Introductions
    • Introduces Water Pik Flosser
    • Dr. Johns Products Ltd.: $5.99 Electric Toothbrush Takes Market by Storm
    • Company Projects Retail Sales of $100 Million
    • Salton, Inc.: Well-Known Housewares Marketer Acquires Sonic Toothbrush Line
    • U.S. DenTek Corp.: From Dental Pik to Broad Line

    Marketing and New Product Trends
    • Marketers Continue to Enlist Dentists' Support
    • Powering Up Continues to Go Down in Price
    • More Flossers and Tongue Cleaners Appear
    • Starting Young with Power Toothbrushes
    • Table 7-4: U.S. Market for Electric Dental Appliances: Selected New Product Introductions, 1999-September 2000

    Advertising and Promotion Trends
    • Ad Spending Parallels Market Growth
    • Optiva and Gillette Dominate Spending
    • Positioning on Therapeutic Benefits
    • Superior Technology
    • Professional Recommendation
    • Children's Benefits
    • Coupons
    • Rebates
    • Interplak's Dental Visit Rebate
    • Optiva Conducts Awards Program
    • Trade vs. Retail Ads
    • Examples of Advertising

    Retail Dynamics
    • Mass Merchandisers and Drugstores Lead All Outlets
    • Retail Margins Cluster in 30%-40% Range
    • Assortments Have Grown Across All Channels
    • E-tailers Pose No Immediate Threat to Traditional Retailers
    • Most Virtual Drugstores Are Very New

    The Consumer
    • Household Penetration Remains Low
    • A Decidedly Upscale User Profile

    Appendix I: Available in Hard Copy Only
    Appendix II: Examples Of Trade Advertising
    Appendix III: Addresses Of Selected Marketers

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