US Oral Care Products Market Canvassed in New Research Report by Packaged Facts03 Apr 2013 • by Natalie Aster
In a mature market such as oral care, new ingredients are a sure way for marketers to attract consumer attention. Although new product introductions that revolve around new ingredients are not common, current research has revealed several new ingredients that would make sense in oral care products, should marketers choose to explore them. As noted earlier in this chapter, probiotics are one of the major ingredient trends across food and beverage markets as well as in the nutritional supplements category, and are finding their way into other CPG categories such as oral care. Other ingredients that are making headway in food and beverage markets and that are finding their way into oral care products due to their oral health properties include licorice root, green tea, xylitol, CoQ10, super fruits and ancient grains.
According to the report “Oral Care Products in the U.S., 8th Edition” by Packaged Facts, prescription dental preparations are those that require a physician to prescribe them, and upon entering the marketplace require FDA approval of a New Drug Application (NDA). The application must be submitted with data from independent clinical studies. Prescription dental drugs fall outside the boundaries of this report.
Oral Care Products in the U.S., 8th Edition
Published: February, 2013
Price: US$ 3,750.00
In addition to conforming to the regulations set forth by the FDA, oral care marketers must adhere to the guidelines set by the U.S. Federal Trade Commission (FTC) for the marketing of products. If a marketer makes exaggerated or outright false claims for a product (for example, the ability to repair crooked teeth overnight), the marketer not only faces scrutiny by the FDA on the grounds of selling something that is ineffective or dangerous, but also scrutiny by the FTC on the grounds of misrepresentative advertising. Many marketers decide to side step the issue and feature ingredients generally believed to have structural or functional effects on the body, such as baking soda for whitening teeth, without explaining those effects, or indeed without making any claim for them at all. Unaccompanied by any claims on labeling the consumer is left to make the associations between the ingredients and purported effects. Despite marketer efforts to avoid making unproven claims, product efficacy is continually scrutinized by the FTC, and misleading claims are a sure way to get a marketer in trouble.
Since cosmetic products are simply intended to “beautify”—a subjective matter—their efficacy need not be proven. But drugs must be scientifically tested, in published, peer reviewed studies that have a high cost in terms of both time and money, and OTC dental drug products that do not meet the expectations promised on packaged labeling may end up being pulled from the shelves as a result of FTC intervention.
More information can be found in the report “Oral Care Products in the U.S., 8th Edition” by Packaged Facts.
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