Oral Care Products in the U.S., 8th Edition
Sales of over-the-counter oral care products reached $4.9 million in 2012.
In the oral care market, health concerns are the number one driver of sales, but other factors come into play as well. Consumers are also looking to whiten their teeth and freshen their breath. If a product can do all three, all the better: products that provide multiple benefits are proving to be the most attractive to consumers, as they are more convenient and affordable than the alternative of having to purchase multiple product types.
Marketers looking to spur sales in several categories have also had success with “product suites,” groupings of products presented as a complete oral care package, which encourages consumers to remain brand-loyal. The ability to achieve professional results at home without the expense and time of a dental office visit is another powerful product positioning.
Although use of most oral care product types has remained relatively steady over the past five years, consumer concern about the state of their oral health has notched down in the recession and its wake—a factor that oral care marketers must address to protect sales from similar slippage. According to Experian Simmons data, the percentage of adults who agree with the statement, "I am concerned about the health of my teeth and gums," dropped from 64.0% in 2008 to 60.6% in 2012.
Oral Care Products in the U.S., 8th Editionexamines the market for oral care products within the context of broader HBC market trends in new product development and marketing. The major categories covered are toothpaste, mouthwash/dental rinses, toothbrushes, dental tools/accessories, tooth whiteners, dental floss/flossers, oral pain relief, and portable oral care. To fully address the forces driving this market, Oral Care Products in the U.S. presents not only market sizing and sales data, new product introductions, and market positioning strategies, but also the lifestyle patterns and the financial, social, and governmental and regulatory context that frames the success of products within the retail oral care market.
In the oral care market, health concerns are the number one driver of sales, but other factors come into play as well. Consumers are also looking to whiten their teeth and freshen their breath. If a product can do all three, all the better: products that provide multiple benefits are proving to be the most attractive to consumers, as they are more convenient and affordable than the alternative of having to purchase multiple product types.
Marketers looking to spur sales in several categories have also had success with “product suites,” groupings of products presented as a complete oral care package, which encourages consumers to remain brand-loyal. The ability to achieve professional results at home without the expense and time of a dental office visit is another powerful product positioning.
Although use of most oral care product types has remained relatively steady over the past five years, consumer concern about the state of their oral health has notched down in the recession and its wake—a factor that oral care marketers must address to protect sales from similar slippage. According to Experian Simmons data, the percentage of adults who agree with the statement, "I am concerned about the health of my teeth and gums," dropped from 64.0% in 2008 to 60.6% in 2012.
Oral Care Products in the U.S., 8th Editionexamines the market for oral care products within the context of broader HBC market trends in new product development and marketing. The major categories covered are toothpaste, mouthwash/dental rinses, toothbrushes, dental tools/accessories, tooth whiteners, dental floss/flossers, oral pain relief, and portable oral care. To fully address the forces driving this market, Oral Care Products in the U.S. presents not only market sizing and sales data, new product introductions, and market positioning strategies, but also the lifestyle patterns and the financial, social, and governmental and regulatory context that frames the success of products within the retail oral care market.
CHAPTER 1: EXECUTIVE SUMMARY
Introduction
Scope of Report
Product Categories and Classifications
Toothpaste
Mouthwash/Dental Rinses
Toothbrushes (Manual and Power)
Dental Tools/Accessories
Tooth Whitening Products
Dental Floss/Flossers
Oral Pain Relief
Portable Oral Care
Extensive Product Overlap
Natural and Chemical Formulations Blurring Together
Market Size, Composition, and Growth
U.S. Retail Sales Approach $4.9 Billion in 2012
Table 1-1: U.S. Retail Sales of Oral Care Products, 2008-2012 (in millions of dollars)
Mass-Market Sales Decline
Table 1-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
Toothpaste Sees Greatest Gains, Portable Oral Care Grows Fastest
Table 1-3: SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2011-2012 (in millions of dollars)
Toothpaste Over One Third of Sales
Table 1-4: Share of SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2008 and 2012 (percent)
Mass Merchandisers/Supercenters Lead in Oral Care Sales
Figure 1-1: Share of Oral Care Product Sales by Retail Outlet Type, 2012 (percent)
U.S. Retail Sales to Approach $6 Billion by 2017
Table 1-5: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
Marketers and Marketing Trends
Competitive Overview
Procter & Gamble Corners One Third of Oral Care Market
Oral Care Private-Label Sales Outpace Overall Market
Table 1-6: SymphonyIRI-Tracked Sales of Oral Care Products by Category: Private-Label vs. Overall, 2011-2012 (in millions of dollars)
Promoting Oral Care Products
Efficacy and “Clinically Proven Results”
Professional-Quality Products
Kids Products
Probiotics and Oral Health
Whitening Products: Safety and Efficacy
Product Suites
Comfort, Convenience Key to New Flossing Products
Natural Oral Care Products
Eco-Friendly Packaging
Consumer Trends
Most U.S. Adults Use Toothpaste, Manual Toothbrushes
Table 1-7: Usage of Oral Care Products, 2008-2012 (percent of U.S. adults)
Concern About Oral Health Notches Down
Table 1-8: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Table 1-9: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Gender, 2008 vs. 2012 (percent of U.S. adults)
Concern for Oral Health Dictates Usage Levels
Table 1-10: Usage of Oral Care Products, Adults Overall Compared With Those Concerned with Oral Health (percent of U.S. adults)
Usage of Oral Care Products Corresponds with Health/Wellness Concerns
Table 1-11: Index of Usage of Oral Care Products and Agreement with Health/Wellness Statements, 2008-2012 (U.S. adults)
CHAPTER 2:THE MARKET
Introduction
Scope of Report
Product Categories and Classifications
Toothpaste
Mouthwash/Dental Rinses
Toothbrushes (Manual and Power)
Dental Tools/Accessories
Tooth Whitening Products
Dental Floss/Flossers
Oral Pain Relief
Portable Oral Care
Extensive Product Overlap
Natural and Chemical Formulations Blurring Together
Industry Regulation
FDA Classifies Oral Care Products in Three Ways
Cosmetic Dental Products
Over-the-Counter (OTC) Dental Drugs
A Note on Rx Dental Drugs
Supervision by the FTC
Natural and Organic Product Standards
What Is Natural?
USDA Regulation of Organic Products
Standardizing Organic Personal Care Products
Still No Standards for “Natural”
The Trouble with Triclosan
Market Size and Growth
U.S. Retail Sales Approach $4.9 Billion in 2012
Table 2-1: U.S. Retail Sales of Oral Care Products, 2008-2012 (in millions of dollars)
Mass-Market Sales Decline
Table 2-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
Toothpaste Sees Greatest Gains, Portable Oral Care Grows Fastest
Table 2-3: SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2011-2012 (in millions of dollars)
Market Composition
Toothpaste Over One Third of Sales
Table 2-4: Share of SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2008 and 2012 (percent)
Mass Merchandisers/Supercenters Lead in Oral Care Sales
Figure 2-1: Share of Oral Care Product Sales by Retail Outlet Type, 2012 (percent)
Market Outlook
Good Oral Hygiene Linked to Overall Health
Heart Health
Diabetes
Dementia
Pneumonia
Good Oral Health Habits Still Not Universal
Table 2-5: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Marketers, Retailers Respond to Encourage Oral Health
Value-Added Products Offer Multiple Appeals
Pretty Smiles Also Important
Demand Grows for At-Home Professional Products
Clinically Proven Results Provide Assurance
Kids and Oral Health
Older Consumers Need Encouragement
35% of Oral Care Product Users Are Boomers
Table 2-6: Percent of U.S. Adults Using Oral Care Products: By Age Bracket, 2012 (in percent)
Table 2-7: U.S. Adults Using Oral Care Products, Percentage of Users: By Age Bracket, 2012 (in percent)
Table 2-8: U.S. Adults Using Oral Care Products, Number of Users: By Age Bracket, 2012 (in thousands)
Table 2-9: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
Older Americans Hit Hard by Recession
Table 2-10: U.S. Adults Using Oral Care Products: By Age Bracket, 2008 vs. 2012 (U.S. adults)
Rise of the Millennials
The Challenge of Marketing to Hispanic Consumers
Table 2-11: Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number in millions)
Concerns About Hispanics and Oral Health
Personal Care Prices Defy Inflation
Table 2-12: Consumer Price Index for All Items vs. Personal Care Items, 2002-2012
Global Market for Oral Care
Oral Health Still a Challenge in Some Countries
U.S. Retail Sales to Approach $6 Billion by 2017
Table 2-13: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
CHAPTER 3: THE MARKETERS
Competitive Overview
M&A Activity Quiets Down After Years of Upheaval
Beginning of Millennium Sees Major Changes
Dr. Fresh in Expansion Mode
Philips Acquires Discus Holdings
GlaxoSmithKline Partners with Dentsply International
Colgate-Palmolive Teams Up with Omron
Category Crossover and “Umbrella Branding”
Celebrity Endorsements
Oprah and Oral B
Crest, Oral B and 90210 Star Jennie Garth
Martha Stewart Promotes Radius Toothbrushes
Bill O’Reilly Mentions SmartMouth Mouthwash in Tip of the Day Segment
Natural Product Marketers
Private-Label Offerings Appeal Across Categories
Oral Care Private-Label Sales Outpace Overall Market
Table 3-1: SymphonyIRI-Tracked Sales of Oral Care Products by Category: Private-Label vs. Overall, 2011-2012 (in millions of dollars)
Income and Private Label Usage
Table 3-2: Usage of Store-Brand Oral Care Products by Household
Income Level: Less Than $100K vs. $100K+, 2008 vs. 2012 (U.S. consumers)
Table 3-3: The U.S. Market for Oral Care Products: Selected Leading
Marketer and Brand Shares
Methodology
Procter & Gamble Corners One Third of Oral Care Market
Table 3-4: Top Marketers of Oral Care Products: SymphonyIRITracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Colgate Nearly Overtakes Crest in Toothpaste Race
Table 3-5: Top Marketers and Brands of Toothpaste: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 3-5a: Top Marketers and Brands of Toothpaste: Share of
SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Listerine Number One in Mouthwash Category
Table 3-6: Top Marketers and Brands of Mouthwash/Dental Rinse: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-6a: Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
P&G, Colgate-Palmolive Lead in Manual Toothbrush Category
Table 3-7: Top Marketers and Brands of Manual Toothbrushes: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-7a: Top Marketers and Brands of Manual Toothbrushes: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Dental Tools Category Highly Fragmented
Table 3-8: Top Marketers and Brands of Dental Tools/Accessories: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-8a: Top Marketers and Brands of Dental Tools/Accessories: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Crest Whitestrips Dominates in Tooth Whitener Category
Table 3-9: Top Marketers and Brands of Tooth Whiteners: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-9a: Top Marketers and Brands of Tooth Whiteners: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Three Brands Vie for Top Spot Among Power Toothbrushes
Table 3-10: Top Marketers and Brands of Power Toothbrushes: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-10a: Top Marketers and Brands of Power Toothbrushes: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Two Marketers, Private Label Account for 98% of Dental Floss
Table 3-11: Top Marketers and Brands of Dental Floss/Flossers: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-11a: Top Marketers and Brands of Dental Floss/Flossers: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Smaller Marketers Abound in Oral Pain Relief Category
Table 3-12: Top Marketers and Brands of Oral Pain Relief Products: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-12a: Top Marketers and Brands of Oral Pain Relief Products: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Few Major Players Compete in Portable Oral Care Category
Table 3-13: Top Marketers and Brands of Portable Oral Care Products: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-13a: Top Marketers and Brands of Products: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Promoting Oral Care Products
Health-Related Appeals
Figure 4-1: Colgate 360° Toothbrush Banner Ad
Figure 4-2: Orazyme-D Oral Rinse and Mouth Spray
Cosmetic-Related Appeals
Figure 4-3: Crest 3D Whitestrips Professional Effects Banner Ad
Figure 4-4: Aquafresh Extreme Clean Pure Breath Action Toothpaste Banner Ad
Efficacy and “Clinically Proven Results”
Figure 4-5: Listerine Zero Mouthwash Promotional Material
Figure 4-6: Aquafresh Iso-Active Whitening Toothpaste Promotional Material
Professional-Quality Products
Figure 4-7: Listerine UltraClean Ad
Kids Products
Products for Tweens
Figure 4-8: Brush Buddies One Direction Toothbrush
Probiotics and Oral Health
Oral Health Linked to Digestive Health
Whitening Products: Safety and Efficacy
Figure 4-9: Crest 3D Whitestrips Intensive Professional Effects
Whitening Systems
Figure 4-10: Luster Premium White 1 Hour Whitening System
Figure 4-11: GLO Brilliant Whitening System
Product Suites
Figure 4-12: Crest Pro-Health Clinical Line
Figure 4-13: Colgate Optic White Regimen
Figure 4-14: PerioSciences AO Pro Oral Care Suite
Comfort, Convenience Key to New Flossing Products
Figure 4-15: Radius Floss Sachets
Natural Oral Care Products
Tom’s of Maine Offers Fluoride, Fluoride-Free Products
Natural Products Promise Gentle, Effective Oral Care
Figure 4-16: Kiss My Face Triple Action Toothpaste
Toothpaste Made from Clay?
Figure 4-17: Redmond Clay's Earthpaste
Eco-Friendly Packaging
Tom’s of Maine Says Goodbye to Aluminum Tube
Recycling Initiatives Also Important
Figure 4-18: Colgate Oral Care Brigade and TerraCycle
Reinventing the Tube
Figure 4-19: Save Paste Toothpaste Container
Oral Care Innovations
Figure 4-20: Oral-B ProfessionalCare SmartSeries 5000
Figure 4-21: Waterpik Complete Care
Figure 4-22: Beam Toothbrush
Figure 4-23: The Rinser toothbrush
Figure 4-24: LUSH Toothy Tabs
Oral Care for Women
Ingredient Trends
Licorice Root
Green Tea
Figure 4-25: Dr. Sharp Green Tea Whitening Toothpaste
Xylitol
CoQ10
Figure 4-26: PerfectSmile CoQ10 Toothpaste
Superfruits
Chia
CHAPTER 5: CONSUMER TRENDS
Introduction
Note on Data Sources
Most U.S. Adults Use Toothpaste, Manual Toothbrushes
Table 5-1: Usage of Oral Care Products, 2008-2012 (percent of U.S. adults)
Concern About Oral Health Diminishes
Table 5-2: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Table 5-3: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Gender, 2008 vs. 2012 (percent of U.S. adults)
Race, Age Determine Level of Concern
Table 5-4: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Race, 2012 (percent of U.S. adults)
Table 5-5: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Age, 2012 (percent of U.S. adults)
Colgate, Crest Most Popular Toothpastes
Table 5-6: Overview of Oral Care Product Usage, 2012(percent and number of U.S. adults in thousands)
Consumer Psychographics
Concern for Oral Health Dictates Usage Levels
Table 5-7: Usage of Oral Care Products, Adults Overall Compared
With Those Concerned with Oral Health (percent of U.S. adults)
Usage of Oral Care Products Corresponds with Health/Wellness Concerns
Table 5-8: Index of Usage of Oral Care Products and Agreement with Health/Wellness Statements, 2008-2012 (U.S. adults)
Education, Profession Top Indicators for Oral Health Concern
Table 5-9: Agreement with the statement, “I am concerned about the health of my teeth and gums” (percent of U.S. adults)
Consumer Demographics
Older Adults Less Likely to Use Oral Care Products
Table 5-10: Number and Percent of U.S. Adults Using Toothpaste, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-11: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-12: Number and Percent of U.S. Adults Using Dental Floss/Flossers, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-13: Number and Percent of U.S. Adults Using Mouthwash/
Dental Rinse, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-14: Number and Percent of U.S. Adults Using Power Toothbrushes, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-15: Number and Percent of U.S. Adults Using Tooth Whiteners, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
African Americans Prefer Mouthwash, Tooth Whiteners
Table 5-16: Number and Percent of U.S. Adults Using Toothpaste, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-17: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-18: Number and Percent of U.S. Adults Using Dental Floss/Flossers, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-19: Number and Percent of U.S. Adults Using Mouthwash/ Dental Rinse, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-20: Number and Percent of U.S. Adults Using Power Toothbrushes, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-21: Number and Percent of U.S. Adults Using Tooth Whiteners,By Race, 2012 (U.S. adults, numbers in thousands and percent)
High-Income Households More Likely to Use Floss, Whiteners
Table 5-22: Number and Percent of U.S. Adults Using Toothpaste,By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-23: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-24: Number and Percent of U.S. Adults Using Dental Floss/ Flossers, By Income Bracket, 2012 (U.S. adults, numbers inthousands and percent)
Table 5-25: Number and Percent of U.S. Adults Using Mouthwash/Dental Rinse, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-26: Number and Percent of U.S. Adults Using Power
Toothbrushes, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-27: Number and Percent of U.S. Adults Using Tooth Whiteners. By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Large Households Less Likely to Use Floss, Power Toothbrushes
Table 5-28: Number and Percent of U.S. Adults Using Toothpaste, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-29: Number and Percent of U.S. Adults Using Manual
Toothbrushes, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-30: Number and Percent of U.S. Adults Using Dental Floss/ Flossers, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-31: Number and Percent of U.S. Adults Using Mouthwash/ Dental Rinse, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-32: Number and Percent of U.S. Adults Using Power
Toothbrushes, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-33: Number and Percent of U.S. Adults Using Tooth Whiteners, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Hispanic Usage of Oral Care Products Steady Over Time
Table 5-34: Usage Trends of Oral Care Products: By Race, 2008 vs. 2012 (U.S. adults)
Race/Ethnicity, Occupation and Education Top Indicators
Table 5-35: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (percent and index of U.S. adults)
Toothpaste Brand Usage Demographics
Table 5-36: Demographic Indicators for Toothpaste Usage by Brand, 2012 (Index of U.S. adults)
Manual Toothbrush Brand Usage Demographics
Table 5-37: Demographic Indicators for Manual Toothbrush Usage by Brand, 2012 (Index of U.S. adults)
Dental Floss Brand Usage Demographics
Table 5-38: Demographic Indicators for Dental Floss/Flossers Usage by Brand, 2012 (Index of U.S. adults)
Mouthwash Brand Usage Demographics
Table 5-39: Demographic Indicators for Mouthwash/Dental Rinses Usage by Brand, 2012 (Index of U.S. adults)
Power Toothbrush Brand Usage Demographics
Table 5-40: Demographic Indicators for Power Toothbrush Usage by Brand, 2012 (Index of U.S. adults)
Tooth Whitener Brand Usage Demographics
Table 5-41: Demographic Indicators for Tooth Whitener Usage by Brand, 2012 (Index of U.S. adults)
Introduction
Scope of Report
Product Categories and Classifications
Toothpaste
Mouthwash/Dental Rinses
Toothbrushes (Manual and Power)
Dental Tools/Accessories
Tooth Whitening Products
Dental Floss/Flossers
Oral Pain Relief
Portable Oral Care
Extensive Product Overlap
Natural and Chemical Formulations Blurring Together
Market Size, Composition, and Growth
U.S. Retail Sales Approach $4.9 Billion in 2012
Table 1-1: U.S. Retail Sales of Oral Care Products, 2008-2012 (in millions of dollars)
Mass-Market Sales Decline
Table 1-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
Toothpaste Sees Greatest Gains, Portable Oral Care Grows Fastest
Table 1-3: SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2011-2012 (in millions of dollars)
Toothpaste Over One Third of Sales
Table 1-4: Share of SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2008 and 2012 (percent)
Mass Merchandisers/Supercenters Lead in Oral Care Sales
Figure 1-1: Share of Oral Care Product Sales by Retail Outlet Type, 2012 (percent)
U.S. Retail Sales to Approach $6 Billion by 2017
Table 1-5: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
Marketers and Marketing Trends
Competitive Overview
Procter & Gamble Corners One Third of Oral Care Market
Oral Care Private-Label Sales Outpace Overall Market
Table 1-6: SymphonyIRI-Tracked Sales of Oral Care Products by Category: Private-Label vs. Overall, 2011-2012 (in millions of dollars)
Promoting Oral Care Products
Efficacy and “Clinically Proven Results”
Professional-Quality Products
Kids Products
Probiotics and Oral Health
Whitening Products: Safety and Efficacy
Product Suites
Comfort, Convenience Key to New Flossing Products
Natural Oral Care Products
Eco-Friendly Packaging
Consumer Trends
Most U.S. Adults Use Toothpaste, Manual Toothbrushes
Table 1-7: Usage of Oral Care Products, 2008-2012 (percent of U.S. adults)
Concern About Oral Health Notches Down
Table 1-8: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Table 1-9: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Gender, 2008 vs. 2012 (percent of U.S. adults)
Concern for Oral Health Dictates Usage Levels
Table 1-10: Usage of Oral Care Products, Adults Overall Compared With Those Concerned with Oral Health (percent of U.S. adults)
Usage of Oral Care Products Corresponds with Health/Wellness Concerns
Table 1-11: Index of Usage of Oral Care Products and Agreement with Health/Wellness Statements, 2008-2012 (U.S. adults)
CHAPTER 2:THE MARKET
Introduction
Scope of Report
Product Categories and Classifications
Toothpaste
Mouthwash/Dental Rinses
Toothbrushes (Manual and Power)
Dental Tools/Accessories
Tooth Whitening Products
Dental Floss/Flossers
Oral Pain Relief
Portable Oral Care
Extensive Product Overlap
Natural and Chemical Formulations Blurring Together
Industry Regulation
FDA Classifies Oral Care Products in Three Ways
Cosmetic Dental Products
Over-the-Counter (OTC) Dental Drugs
A Note on Rx Dental Drugs
Supervision by the FTC
Natural and Organic Product Standards
What Is Natural?
USDA Regulation of Organic Products
Standardizing Organic Personal Care Products
Still No Standards for “Natural”
The Trouble with Triclosan
Market Size and Growth
U.S. Retail Sales Approach $4.9 Billion in 2012
Table 2-1: U.S. Retail Sales of Oral Care Products, 2008-2012 (in millions of dollars)
Mass-Market Sales Decline
Table 2-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
Toothpaste Sees Greatest Gains, Portable Oral Care Grows Fastest
Table 2-3: SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2011-2012 (in millions of dollars)
Market Composition
Toothpaste Over One Third of Sales
Table 2-4: Share of SymphonyIRI-Tracked Sales of Oral Care Products: By Product Category, 2008 and 2012 (percent)
Mass Merchandisers/Supercenters Lead in Oral Care Sales
Figure 2-1: Share of Oral Care Product Sales by Retail Outlet Type, 2012 (percent)
Market Outlook
Good Oral Hygiene Linked to Overall Health
Heart Health
Diabetes
Dementia
Pneumonia
Good Oral Health Habits Still Not Universal
Table 2-5: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Marketers, Retailers Respond to Encourage Oral Health
Value-Added Products Offer Multiple Appeals
Pretty Smiles Also Important
Demand Grows for At-Home Professional Products
Clinically Proven Results Provide Assurance
Kids and Oral Health
Older Consumers Need Encouragement
35% of Oral Care Product Users Are Boomers
Table 2-6: Percent of U.S. Adults Using Oral Care Products: By Age Bracket, 2012 (in percent)
Table 2-7: U.S. Adults Using Oral Care Products, Percentage of Users: By Age Bracket, 2012 (in percent)
Table 2-8: U.S. Adults Using Oral Care Products, Number of Users: By Age Bracket, 2012 (in thousands)
Table 2-9: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
Older Americans Hit Hard by Recession
Table 2-10: U.S. Adults Using Oral Care Products: By Age Bracket, 2008 vs. 2012 (U.S. adults)
Rise of the Millennials
The Challenge of Marketing to Hispanic Consumers
Table 2-11: Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number in millions)
Concerns About Hispanics and Oral Health
Personal Care Prices Defy Inflation
Table 2-12: Consumer Price Index for All Items vs. Personal Care Items, 2002-2012
Global Market for Oral Care
Oral Health Still a Challenge in Some Countries
U.S. Retail Sales to Approach $6 Billion by 2017
Table 2-13: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
CHAPTER 3: THE MARKETERS
Competitive Overview
M&A Activity Quiets Down After Years of Upheaval
Beginning of Millennium Sees Major Changes
Dr. Fresh in Expansion Mode
Philips Acquires Discus Holdings
GlaxoSmithKline Partners with Dentsply International
Colgate-Palmolive Teams Up with Omron
Category Crossover and “Umbrella Branding”
Celebrity Endorsements
Oprah and Oral B
Crest, Oral B and 90210 Star Jennie Garth
Martha Stewart Promotes Radius Toothbrushes
Bill O’Reilly Mentions SmartMouth Mouthwash in Tip of the Day Segment
Natural Product Marketers
Private-Label Offerings Appeal Across Categories
Oral Care Private-Label Sales Outpace Overall Market
Table 3-1: SymphonyIRI-Tracked Sales of Oral Care Products by Category: Private-Label vs. Overall, 2011-2012 (in millions of dollars)
Income and Private Label Usage
Table 3-2: Usage of Store-Brand Oral Care Products by Household
Income Level: Less Than $100K vs. $100K+, 2008 vs. 2012 (U.S. consumers)
Table 3-3: The U.S. Market for Oral Care Products: Selected Leading
Marketer and Brand Shares
Methodology
Procter & Gamble Corners One Third of Oral Care Market
Table 3-4: Top Marketers of Oral Care Products: SymphonyIRITracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Colgate Nearly Overtakes Crest in Toothpaste Race
Table 3-5: Top Marketers and Brands of Toothpaste: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 3-5a: Top Marketers and Brands of Toothpaste: Share of
SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Listerine Number One in Mouthwash Category
Table 3-6: Top Marketers and Brands of Mouthwash/Dental Rinse: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-6a: Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
P&G, Colgate-Palmolive Lead in Manual Toothbrush Category
Table 3-7: Top Marketers and Brands of Manual Toothbrushes: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-7a: Top Marketers and Brands of Manual Toothbrushes: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Dental Tools Category Highly Fragmented
Table 3-8: Top Marketers and Brands of Dental Tools/Accessories: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-8a: Top Marketers and Brands of Dental Tools/Accessories: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Crest Whitestrips Dominates in Tooth Whitener Category
Table 3-9: Top Marketers and Brands of Tooth Whiteners: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-9a: Top Marketers and Brands of Tooth Whiteners: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Three Brands Vie for Top Spot Among Power Toothbrushes
Table 3-10: Top Marketers and Brands of Power Toothbrushes: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-10a: Top Marketers and Brands of Power Toothbrushes: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Two Marketers, Private Label Account for 98% of Dental Floss
Table 3-11: Top Marketers and Brands of Dental Floss/Flossers: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-11a: Top Marketers and Brands of Dental Floss/Flossers: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Smaller Marketers Abound in Oral Pain Relief Category
Table 3-12: Top Marketers and Brands of Oral Pain Relief Products: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-12a: Top Marketers and Brands of Oral Pain Relief Products: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Few Major Players Compete in Portable Oral Care Category
Table 3-13: Top Marketers and Brands of Portable Oral Care Products: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 3-13a: Top Marketers and Brands of Products: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Promoting Oral Care Products
Health-Related Appeals
Figure 4-1: Colgate 360° Toothbrush Banner Ad
Figure 4-2: Orazyme-D Oral Rinse and Mouth Spray
Cosmetic-Related Appeals
Figure 4-3: Crest 3D Whitestrips Professional Effects Banner Ad
Figure 4-4: Aquafresh Extreme Clean Pure Breath Action Toothpaste Banner Ad
Efficacy and “Clinically Proven Results”
Figure 4-5: Listerine Zero Mouthwash Promotional Material
Figure 4-6: Aquafresh Iso-Active Whitening Toothpaste Promotional Material
Professional-Quality Products
Figure 4-7: Listerine UltraClean Ad
Kids Products
Products for Tweens
Figure 4-8: Brush Buddies One Direction Toothbrush
Probiotics and Oral Health
Oral Health Linked to Digestive Health
Whitening Products: Safety and Efficacy
Figure 4-9: Crest 3D Whitestrips Intensive Professional Effects
Whitening Systems
Figure 4-10: Luster Premium White 1 Hour Whitening System
Figure 4-11: GLO Brilliant Whitening System
Product Suites
Figure 4-12: Crest Pro-Health Clinical Line
Figure 4-13: Colgate Optic White Regimen
Figure 4-14: PerioSciences AO Pro Oral Care Suite
Comfort, Convenience Key to New Flossing Products
Figure 4-15: Radius Floss Sachets
Natural Oral Care Products
Tom’s of Maine Offers Fluoride, Fluoride-Free Products
Natural Products Promise Gentle, Effective Oral Care
Figure 4-16: Kiss My Face Triple Action Toothpaste
Toothpaste Made from Clay?
Figure 4-17: Redmond Clay's Earthpaste
Eco-Friendly Packaging
Tom’s of Maine Says Goodbye to Aluminum Tube
Recycling Initiatives Also Important
Figure 4-18: Colgate Oral Care Brigade and TerraCycle
Reinventing the Tube
Figure 4-19: Save Paste Toothpaste Container
Oral Care Innovations
Figure 4-20: Oral-B ProfessionalCare SmartSeries 5000
Figure 4-21: Waterpik Complete Care
Figure 4-22: Beam Toothbrush
Figure 4-23: The Rinser toothbrush
Figure 4-24: LUSH Toothy Tabs
Oral Care for Women
Ingredient Trends
Licorice Root
Green Tea
Figure 4-25: Dr. Sharp Green Tea Whitening Toothpaste
Xylitol
CoQ10
Figure 4-26: PerfectSmile CoQ10 Toothpaste
Superfruits
Chia
CHAPTER 5: CONSUMER TRENDS
Introduction
Note on Data Sources
Most U.S. Adults Use Toothpaste, Manual Toothbrushes
Table 5-1: Usage of Oral Care Products, 2008-2012 (percent of U.S. adults)
Concern About Oral Health Diminishes
Table 5-2: Agreement With Statement, “I am concerned about the health of my teeth and gums,” 2008 through 2012 (percent of U.S. adults)
Table 5-3: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Gender, 2008 vs. 2012 (percent of U.S. adults)
Race, Age Determine Level of Concern
Table 5-4: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Race, 2012 (percent of U.S. adults)
Table 5-5: Agreement With Statement, “I am concerned about the health of my teeth and gums”, By Age, 2012 (percent of U.S. adults)
Colgate, Crest Most Popular Toothpastes
Table 5-6: Overview of Oral Care Product Usage, 2012(percent and number of U.S. adults in thousands)
Consumer Psychographics
Concern for Oral Health Dictates Usage Levels
Table 5-7: Usage of Oral Care Products, Adults Overall Compared
With Those Concerned with Oral Health (percent of U.S. adults)
Usage of Oral Care Products Corresponds with Health/Wellness Concerns
Table 5-8: Index of Usage of Oral Care Products and Agreement with Health/Wellness Statements, 2008-2012 (U.S. adults)
Education, Profession Top Indicators for Oral Health Concern
Table 5-9: Agreement with the statement, “I am concerned about the health of my teeth and gums” (percent of U.S. adults)
Consumer Demographics
Older Adults Less Likely to Use Oral Care Products
Table 5-10: Number and Percent of U.S. Adults Using Toothpaste, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-11: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-12: Number and Percent of U.S. Adults Using Dental Floss/Flossers, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-13: Number and Percent of U.S. Adults Using Mouthwash/
Dental Rinse, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-14: Number and Percent of U.S. Adults Using Power Toothbrushes, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-15: Number and Percent of U.S. Adults Using Tooth Whiteners, By Age Bracket, 2012 (U.S. adults, numbers in thousands and percent)
African Americans Prefer Mouthwash, Tooth Whiteners
Table 5-16: Number and Percent of U.S. Adults Using Toothpaste, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-17: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-18: Number and Percent of U.S. Adults Using Dental Floss/Flossers, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-19: Number and Percent of U.S. Adults Using Mouthwash/ Dental Rinse, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-20: Number and Percent of U.S. Adults Using Power Toothbrushes, By Race, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-21: Number and Percent of U.S. Adults Using Tooth Whiteners,By Race, 2012 (U.S. adults, numbers in thousands and percent)
High-Income Households More Likely to Use Floss, Whiteners
Table 5-22: Number and Percent of U.S. Adults Using Toothpaste,By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-23: Number and Percent of U.S. Adults Using Manual Toothbrushes, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-24: Number and Percent of U.S. Adults Using Dental Floss/ Flossers, By Income Bracket, 2012 (U.S. adults, numbers inthousands and percent)
Table 5-25: Number and Percent of U.S. Adults Using Mouthwash/Dental Rinse, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-26: Number and Percent of U.S. Adults Using Power
Toothbrushes, By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-27: Number and Percent of U.S. Adults Using Tooth Whiteners. By Income Bracket, 2012 (U.S. adults, numbers in thousands and percent)
Large Households Less Likely to Use Floss, Power Toothbrushes
Table 5-28: Number and Percent of U.S. Adults Using Toothpaste, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-29: Number and Percent of U.S. Adults Using Manual
Toothbrushes, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-30: Number and Percent of U.S. Adults Using Dental Floss/ Flossers, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-31: Number and Percent of U.S. Adults Using Mouthwash/ Dental Rinse, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-32: Number and Percent of U.S. Adults Using Power
Toothbrushes, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Table 5-33: Number and Percent of U.S. Adults Using Tooth Whiteners, By Household Size, 2012 (U.S. adults, numbers in thousands and percent)
Hispanic Usage of Oral Care Products Steady Over Time
Table 5-34: Usage Trends of Oral Care Products: By Race, 2008 vs. 2012 (U.S. adults)
Race/Ethnicity, Occupation and Education Top Indicators
Table 5-35: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (percent and index of U.S. adults)
Toothpaste Brand Usage Demographics
Table 5-36: Demographic Indicators for Toothpaste Usage by Brand, 2012 (Index of U.S. adults)
Manual Toothbrush Brand Usage Demographics
Table 5-37: Demographic Indicators for Manual Toothbrush Usage by Brand, 2012 (Index of U.S. adults)
Dental Floss Brand Usage Demographics
Table 5-38: Demographic Indicators for Dental Floss/Flossers Usage by Brand, 2012 (Index of U.S. adults)
Mouthwash Brand Usage Demographics
Table 5-39: Demographic Indicators for Mouthwash/Dental Rinses Usage by Brand, 2012 (Index of U.S. adults)
Power Toothbrush Brand Usage Demographics
Table 5-40: Demographic Indicators for Power Toothbrush Usage by Brand, 2012 (Index of U.S. adults)
Tooth Whitener Brand Usage Demographics
Table 5-41: Demographic Indicators for Tooth Whitener Usage by Brand, 2012 (Index of U.S. adults)
