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

    •    Get more info on this report!The U.S. Market for Oral Care Products, 7th EditionApril 1, 2009Toothpaste, whiteners, sugarless gum, mouthwash, manual or electric toothbrushes,floss, and other oral care items retailed at $9.1 billion in 2008 — and $10.9 billion ispossible by 2014.Marketers have proven that this mature industry can still show growth. Americansalready brush their teeth, and most gargle or pop breath mints, and yet pure innovationand outside-the-box positionings have sparked one profitable oral care fad afteranother. However, in 2009, sales of the once wildly popular $5 battery-operatedtoothbrush, of dissolvable breath strips, and of many dedicated whiteners, have longsince faded.What are the oral care market’s new dollar-drivers? What are the latest flashy strategiesto lift brands out of the funk of market maturity? And will consumer oral care thrive ornosedive during these economic hard times? ...Packaged Facts’ new edition of TheU.S. Market for Oral Care Products, 7th Edition is a manual for success — featured aredetailed past and future sales estimates, IRI brand share data, extensive Simmonsdemographic profiles, and our usual insightful analysis. Also, the gameplans of Procter& Gamble, Colgate-Palmolive, Johnson & Johnson, and others are examined in depth.Table of ContentsChapter 1: Executive Summary Three Categories: Dental Preps, Breath Control Products, Implements/Appliances Methodology Oral Care Nudges $9.1 Billion in 2008 Oral Care Market to Break $10.9 Billion Mark by 2014 Table 1-1: Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, 2004-2014 (in millions of dollars) Share by Category: Dental Preps Rock, Breath Controls Gain Ground Share by Outlet: Mass Towers Over Other Channels
    • Table 1-2: Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars and percent) Population Growth is Basic Oral Care Driver, vs. Fad Stimuli A Positive: During Recession, Good Hygiene Postpones Costly Visits to Dentist About 2,000 New Tooth Cleaners Rolled Out Worldwide in 2007-2008 Despite Consumers’ Fatigue with Innovation: U.S. Tooth Cleaner Assortment Still Swelling Dental Preps Product Trends Lots More Multifunctionals Home Versions of Pro Oral Care Imported Brands Prestige/Pop Prestige/Upscale/Natural Brands New Breath Control Product Trends Worth Monitoring More Mutifunctional Gums, Especially Whiteners -- and Now Strengtheners Premium Mouthwashes Natural, Organic, or Botanical SKUs or Ingredients Systemics and Probiotics Implement/Appliance Product Trends Worth Watching Combo-Functional Implements/Appliances Products Positioned on “Home Pro Oral Care” Products With Headlights, UV Lights, Treatment Lights Key Acquisitions and Deals A Contender Closes Its Doors Over 204.6 Million Adults Use Tooth Cleaners Nearly 27.8 Million Use Dedicated Tooth Whiteners Nearly 27.2 Million People Use Denture Cleansers Nearly 68.7 Million Chew Sugarless Gum; 10.3 Million Chew Dental Gum Mouthwash has 133.7 Million Users Over 95.2 Million Pop Breath Mints Users of Manual Toothbrushes Number 186.9 Million Almost 71.4 Million Users of Electric Toothbrushes Floss User-Base at 134.4 Million Over 62.3 Million Adults Go to the DentistChapter 2: The Overall Market HighlightsIntroduction Market Parameters Glossary of Terms Used Carbon Footprint Cariology Cosmeceutical Direct Ethnic Fair Trade Green HBC
    • Market versus Category versus Segment Mass “Natural” versus “Organic” Over the Counter (OTC) Prestige and Pop Prestige SKU Specialty Supermarket, Chain Drugstore, Mass Merchandiser Sustainable (also, Renewable) MethodologyThe Products Three Categories: Dental Preps, Breath Control Products, Implements/Appliances Dental Preparations Breath Control Products Implements/Appliances Lots and Lots and Lots of Product Overlap Natural and Chemical Formulations Blurring TogetherRegulation of Oral Care Claims FDA Classes HBC Products in Three Ways Over-the-Counter (OTC) Dental Drugs Rx Dental Drugs Dental Cosmetic Products Natural and Organic HBC Industry Still Hungry for Regulation… ...But a Draft of Standards from NSF International was Released in ...And Here’s the First Organic HBC Standard! Four Bits of Regulation or Quasi-Regulation that are Forces FTC Still Hampered by Lack of Natural/Organic HBC StandardsOverall Market Size and Growth Oral Care Nudges $9.1 Billion in 2008 A Mature Market Shows Surprising Life Dental Preps, Driven by Natural Brands, Break $3.9 Billion Breath Control Products in Strong Build to $3.1 Billion Implements/Appliances Manage to Top $2.0 Billion in 2008 Table 2-1: U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2004-2008 (in millions of dollars) Share by Category: Dental Preps Rock, Breath Controls Gain Ground Table 2-2: Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 2004-2008 (percent) Natural/Organic Segment in Bull’s Rush to $1 Billion Share of Oral Care Sales by Outlet: Mass Towers over Other Channels Table 2-3: Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars)Factors in Overall Market Growth Population Growth the Basic Oral Care Sales Driver, vs. Fad Stimuli In 2009, Boomers’ Influence is Mixed
    • The Roles of Gens X and Y and Z Table 2-4: Projected U.S. Population, by Age Bracket, 2008-2014* (in thousands) A Positive: During Recession, Good Hygiene Postpones Costly Visits to Dentist Update: Do We Still Have Innovation Fatigue? Outlook: Natural/Organic Oral Care Products Outlook: Oral Care in Prestige, and Its Trickle Down to Mass Fear of Systemic InfectionsProjected Sales Oral Care Market to Break $10.9 Billion Mark by 2014 Dental Preps to Near $4.7 Billion Mark Breath Control Products Foreseen to Reach $3.8 Billion Implements/Appliances on Way to $2.4 Billion Table 2-5: Projected U.S. Retail Dollar Sales of Consumer Oral Care Products, by Category, 2008-2014 (in millions of dollars)The Marketers Numbers of Significant Oral Care Players Marketers in Mass More Marketers of Dental Preps in 2008… ...While Breath Control, Implement/Appliance Competition Consolidates Table 2-6: Numbers of Significant* Oral Care Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008 The Top 10 Oral Care Marketers of 2008 Top 10 Control 86% of Oral Care Retail Value in Mass Table 2-7: Share of U.S. Mass Retail* Dollar Sales of Consumer Oral Care Products, by Top 10 Marketers and Their Category Involvements, 2008 (in dollars)Chapter 3: Trends and Opportunities HighlightsTrends and Opportunities Mature Oral Care Market Lively — but Recession-Proof? Fads, Cycles, Reciprocities, Show Biz Big Players Depend on Endless Innovation ...While Mid-Range and Small Fish have Only Sharp Positionings Home Pro Oral Care a Consumer Behavior, and a Product Trend Dedicated Whiteners are Still in Free-Fall Segment Will Continue Downward to $253 Million in 2014 Table 3-1: U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2014 (in millions of dollars) P&G, J&J, and Upstart Glaxo Are Triumvirate in Dedicated Whiteners Table 3-2: Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008* Nearly 27.8 Million Use Dedicated Tooth Whiteners Dedicated Whitener Forms: Strips Far More Popular than Gels Demographics of Strip versus Gel Whitener Use: Youth, Affluence are Pivotal Issues
    • Table 3-3: Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months) Crest Whitestrips the Most Popular Dedicated Whitener Brand Table 3-4: Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Natural/Organic Segment Rushes to $1.0 Billion in 2004-2008 Natural/Organic Oral Care to Approach $1.7 Billion by 2014 Table 3-5: U.S. Retail Dollar Sales of Natural/Organic Oral Care Products, 2004- 2014 (in millions of dollars) Natural/Organic Loyalists Can Again Drive Dental Preps Sales - Post-Recession “Natural” Is Third Most Common Tag on New Toothpaste Labels Prestige and Pop Prestige Oral Care Inches Forward, Ever Forward Global OTC Oral Care Estimated at $32.0 Billion Oral Care Markets Thrive in Big Five European Countries France Germany Italy Spain United Kingdom Runaway Growth Potential in BRIC Countries Brazil has the Largest Share of BRIC HBC Sales Russia a Major HBC Territory — but is Losing Population India: Oral Hygiene Practices Transforming at Grassroots Level China also About to Boom Electric Toothbrush Execs Take Note: Japanese Lead World in Coupon Delivery by Mobile Financial Crisis Creates OpportunitiesChapter 4: The Dental Preparations Category: Tooth Cleaners/Whiteners/DentureProducts/Pain Remedies HighlightsThe Products Parameters of the Dental Preps Category Nine Tooth Cleaner Types, and Their Forms Antigingivitis Antiplaque/Antitartar Baking Soda Children’s Combos Desensitizing Fluoride -- or “Regular” Natural/Organic Whitening Dedicated Whiteners Common Tooth Cleaner Ingredients Table 4-1: Common Tooth Cleaner Ingredients Controversial Ingredients: Fluoride, Parabens, PG, and SLFs
    • The Fluoride Question Parabens Propylene Glycol (PG) SLFs A Variety of Tooth Cleaner Delivery Systems Denture Products: Adhesives, Cleansers, Cushions Oral Pain Remedies A New Product Class: Home Pro Oral CareCategory Size and Growth Dental Preps, Driven by Natural Brands, Break $3.9 Billion Preps Lose Premium Punch Table 4-2: U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), 2004-2008 (in millions of dollars) Tooth Cleaners/Whiteners Persevere, Finish 2004-2008 at $3.3 Billion ...Though Dedicated Whiteners Are Still in Free-Fall Table 4-3: U.S. Retail Dollar Sales of Dedicated Tooth Whiteners, 2004-2008 (in millions of dollars) Denture Products in Downward Arc to $405 Million In Mass, Denture Adhesives Control a Third of Denture Product Sales Table 4-4: Share of U.S. Retail Dollar Sales of Denture Products in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Type, 2006-2008 (percent) Pain Remedies Stagnate, Inch to $248 Million Tooth Cleaners/Whiteners Account for Most Dental Preps Sales Table 4-5: Share of U.S. Retail Dollar Sales of Dental Preparations Tooth Cleaners, Whiteners, Denture Products, Oral Pain Remedies), by Segment, 2004-2008 (percent) Mass Rules Dental Prep Sales Regionality of Dental Preps Sales Tooth Cleaner Use Pretty Much Uniform Across United States Table 4-6: Use of Tooth Cleaners/Whiteners, by Marketing Region, 2008 (percentage of adults) East Central Residency Favors Whitening Gels; Pacific States, Northeast Favor Strips Table 4-7: Use of Whitening Gels and Strips, by Marketing Region, 2008 (percentage of adults) Southeasterners, East Central Residents Most Favor Denture Cleanser Use Table 4-8: Use of Denture Cleansers, by Marketing Region, 2008 (percentage of adults)Factors in Category Growth Some Factors Same as for Overall Market Fad Stimuli Recession + High Cost of Dental Work = More Exploration of Home Oral Care Natural/Organic Loyalists Will Drive Dental Preps Sales Post-Recession Innovation Fatigue: America Now Takes Whitening Power for Granted
    • Licensing Still Key to Success in Kids’ Tooth Cleaner Segment Health Savvy, Modern Dentistry Hurt Sales of Denture Products, Pain RemediesProjected Sales Dental Preps to Approach $4.7 Billion in 2014 Tooth Cleaners/Whiteners to Leap Past $4.0 Billion Mark Dedicated Whiteners Will Continue Downward to $253 Million Denture Products to Continue Slide to $346 Million Pain Remedies Will C - R - A - W - L to $277 Million Table 4-9: Projected U.S. Retail Dollar Sales of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Pain Remedies), 2008-2014 (in millions of dollars)The Marketers Of 300 Dental Preps Marketers, Fewer Than 40 Significant in Mass Table 4-10: Numbers of Significant* Dental Preparations Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008 Main Company Types: Packaged Goods Makers, Drug Makers, Specialists Importers Active in Natural HBC Channel Table of Marketers and Brands Table 4-11: Leading Marketers of Dental Preparations (Tooth Cleaners/Whiteners, Denture Products, Oral Pain Remedies) and Their Representative Brands, 2009Dental Preps Marketer and Brand Share Note on IRI Data In Toothpaste Segment, P&G Poised to Take Lead from Colgate Table 4-12: Share of U.S. Retail Dollar Sales of Tooth Cleaners (Pastes, Gels, Powders, Etc.), by Marketer and Brand, 2003-2008* P&G, J&J, and Upstart Glaxo Are Triumvirate in Dedicated Whiteners Table 4-13: Share of U.S. Retail Dollar Sales of Dedicated Whiteners and Tooth Powders/Polishes, by Marketer and Brand, 2003-2008* P&G, Glaxo Together Control 86% of Denture Adhesive Dollars Table 4-14: Share of U.S. Retail Dollar Sales of Denture Adhesives, by Marketer and Brand, 2003-2008* Glaxo and Regent Account for 98% of Denture Cleanser Paste/Powder Sales Table 4-15: Share of U.S. Retail Dollar Sales of Denture Cleanser Pastes and Powders, by Marketer and Brand, 2003-2008* Glaxo, J&J, Private Label Rule Denture Cleanser Tablets Table 4-16: Share of U.S. Retail Dollar Sales of Denture Cleanser Tablets, by Marketer and Brand, 2003-2008* Roberts and Combe Have Lock on Denture Cushion Segment Table 4-17: Share of U.S. Retail Dollar Sales of Denture Cushions, by Marketer and Brand, 2003-2008* Church & Dwight Buys Orajel -- and Leadership in Oral Pain Remedies Table 4-18: Share of U.S. Retail Dollar Sales of Oral Pain Remedies, by Marketer and Brand, 2005-2008*Marketing and Product Trends
    • About 2,000 New Tooth Cleaners Rolled Out Worldwide in 2007-2008 Re Consumers’ Innovation Fatigue: U.S. Tooth Cleaner Assortment Still Swelling China and United States Are Busiest Tooth Cleaner Battlegrounds Table 4-19: Numbers of New Tooth Cleaners, by Country, 2007-2008 Colgate-Palmolive Made 392 Tooth Cleaner Introductions Table 4-20: Numbers of New Tooth Cleaner Introductions, Worldwide by Company, 2008 “Kids,” “Fluoride,” “Natural” Are Most Frequent Tags on New Tooth Cleaner Labels Worldwide Table 4-21: Reports* of New Tooth Cleaner Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008 Dental Preps Product Trends Lots More Multifunctionals Home Versions of Pro Oral Care Imported Brands Prestige/Pop Prestige/Upscale/Natural BrandsConsumer Advertising Positioning Most Ads for Dental Preps Are Basic Pitches Multiple Functions, Medical Cachet Are Stressed Protection from Systemic Infections That Originate in the Mouth Raising a Whitener to the Level of a Beauty Product The Experiential: Home for Xmas, and Cavorting Oldsters The Experiential: First Use of Lice in a Toothpaste Ad Ad SourcesConsumer Promotions Couponing A Charitable Tie-In An Educational Program Contests and SweepstakesChapter 5: The Breath Control Category: Gum/Mouthwash/Breath Fresheners HighlightsThe Products Breath Control Category Definition Three Breath Control Segments: Gum, Mouthwash, Breath Fresheners Oral Care Gums Do Everything: Prevent Cavities, Whiten, Freshen… Mouthwash = Mouth Rinse Mouthwashes Classed as Either Cosmetic or Therapeutic Mouthwash Sold in Regular or Concentrated Forms Natural or Organic Mouthwashes Whitening Mouthwashes Niche Mouthwashes: Anti-Xerostomics, Tobacco Stain Removers, Plaque- Fighters… Mouthwash Ingredient Types Antiseptics Artificial Colors
    • Essential Oils Flavors Plaque Fighters Sweeteners Whiteners Breath Freshener Types Gums, Candies Subject to FDA RulesCategory Size and Growth Breath Control Products in Lively Pace to $3.1 Billion in 2004-2008 Performance, Social Lifestyles Favored Gum, Mouthwash Sales Table 5-1: U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (in millions of dollars) Gum Jumps Over Moon to $1.5 Billion Mouthwash Hurdles $1.0 Billion Mark Sales of Natural Mouthwash as High as $146.9 Million Breath Fresheners Meander Down to $517 Million Retail Dollar-Wise, Gum is Half of Category Table 5-2: Share of U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2004-2008 (percent) Mass Rules Breath Control, with Three Quarters of Retail Dollars Regionality of Breath Control Sales Sugarless Gum Favored Everywhere; Dental Gum Favored in Northeast, Pacific States Table 5-3: Use of Sugarless and Dental Chewing Gums, by Marketing Region, 2008 (in thousands of adults) Mouthwash Use also too Widespread for Skews Table 5-4: Use of Mouthwash, by Marketing Region, 2008 (in thousands of adults) Southwesterners Are Most Avid Poppers of Breath Mints/Strips Table 5-5: Use of Breath Mints and Dissolvable Breath Strips, by Marketing Region, 2008 (in thousands of adults)Factors in Category Growth Breath Control has Factors in Common with Overall Market Population Expansion Heightens Social Contact, Need for Sweeter Breath Breath Control Fads Give Way to Solid Trends How Recession, High Dental Bills Affect this Category The Timely Birth of Home Pro Oral Care It’s Still All About Youth — Not! Serious Breath Control Treatment on Rise America’s on Drugs, So its Mouths are Dry Natural Mouthwash Expected to Keep Thriving Prestige-Tier Breath Controllers Mostly Phantoms, Yet InfluentialProjected Sales Breath Controllers to Retail at $3.8 Billion in 2014 Gum Predicted to Rush to $2.1 Billion Mouthwash to Chug Past $1.2 Billion
    • Breath Fresheners will Continue Slide to $457 Million Table 5-6: Projected U.S. Retail Dollar Sales of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), 2008-2014 (in millions of dollars)The Marketers Of 300-400 Breath Control Marketers, Only 26 Significant in Mass in 2008 A Diversity of Marketers in this Category Don’t Forget Marketers of Natural/Organic Breath Controls Table 5-7: Numbers of Significant* Marketers of Breath Control Products in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008 Table of Marketers and Their Brands Table 5-8: Leading Marketers of Breath Control Products (Oral Care Gum, Mouthwash, and Breath Fresheners), and Their Representative Brands, 2009Breath Control Marketer and Brand Share in Mass Note on IRI Data Mars has Merged its Way to Leadership in Sugarless Gum Table 5-9: Share of U.S. Retail Dollar Sales of Sugarless Gums, by Marketer and Brand, 2003-2008* J&J, with Listerine Brand, Controls Half of Mouthwash Sales Table 5-10: Share of U.S. Retail Dollar Sales of Mouthwash, by Marketer and Brand, 2003-2008* Hershey, Mars, Ferrero are Ruling Trio in Breath Mint Segment Table 5-11: Share of U.S. Retail Dollar Sales of Non-Chocolate Breath Freshener Candies, by Marketer and Brand, 2003-2008* J&J Has Two-Thirds of Breath Freshener Spray/Drop Dollars Table 5-12: Share of U.S. Retail Dollar Sales of Breath Freshener Sprays/Drops, by Marketer and Brand, 2003-2008*Marketing and Product Trends Over 200 Sugarless Gum SKUs Introed Worldwide in 2007-2008 Japan, United States Lead Sugarless Gum Intros Table 5-13: Numbers of New Sugarless Gum SKUs, by Country, 2007-2008 Cadbury Schweppes the Top Introducer of Sugarless Gum Table 5-14: Numbers of New Sugarless Gum Introductions, Worldwide by Company, 2007-2008 “Sugarless,” “Women” are Most Common Sugarless Gum Tags Table 5-15: Reports* of New Sugarless Gum Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008 United States, India, Japan are Main Mouthwash Introducers Table 5-16: Numbers of New Mouthwash SKUs, by Country, 2007-2008 Colgate-Palmolive, J&J, Henkel Crank Out New Mouthwashes Table 5-17: Numbers of New Mouthwash Introductions, Worldwide by Company, 2007-2008 “Sugarless,” “Fluoride,” “Natural” the Most Reported Mouthwash Tags Table 5-18: Reports* of New Mouthwash Introductions, Worldwide by Claim or Tag on Labeling, 2007-2008
    • New Breath Control Product Trends Worth Monitoring More Mutifunctional Gums, Especially Whiteners — and Now Strengtheners Premium Mouthwashes Natural, Organic, or Botanical SKUs or Ingredients Systemics and Probiotics European Developments Worth WatchingConsumer Advertising Positioning Basic Pitches and Beauty Shots for Mouthwash Exception: An Advertorial for a Major Mouthwash?! Exception: Eskimos on Behalf of Mouthwash Gum, Breath Freshener Ads: Experiential, Often Humorous Themes Breath Control Product Ad SourcesConsumer Promotions Couponing A Monthly Sweepstakes A Rebate for Eight Samples Fixing Disfigured SmilesChapter 6: The Implements and Appliances Category: Toothbrushes/ElectricAppliances/Tools and Accessories/Floss HighlightsThe Products Scope of the Implements/Appliances Category Manual Toothbrushes Bristle Grades Designs — Classic versus High-Tech Materials Used Natural Toothbrushes — Or is “Green” a Better Descriptor? Sizes Special-Needs Brushes Electric Appliances: Power Brushes, Flossers, Irrigators Power Brushes Power Flossers Irrigators AC versus Battery-Operated: Price Affected by Power Source An Appliance Aftermarket: Replacement Heads and Nozzles Dental Tools and Accessories Floss String versus Tape Waxed versus Unwaxed Flavored versus Unflavored Floss Delivery Systems and Flossing ToolsCategory Size and Growth Implements/Appliances Manage to Top $2 Billion in 2008 Table 6-1: U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Floss, and Tools and Accessories), 2004-2008 (in millions of dollars)
    • Brushes Trend Back Up to $759 Million Electric Appliances Slip to $751 Million Tools/Accessories in Strong Progress to $349 Million Floss Continues Stagnant at $183 Million Share by Product: Manual Brushes Take Lead from Power Appliances Table 6-2: Share of U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Tools and Accessories, and Floss), 2004- 2008 (percent) Mass Rules Implements/Appliances, but Maybe Not Electric Segment Regionality of Dental Implement/Appliance Sales Manual Toothbrush Use so Widespread that No Region is Featured Table 6-3: Use of Manual Toothbrushes, by Marketing Region, 2008 (adults) Among Electric Toothbrush Users, Southeasterners and West Coast Residents Stand Out Table 6-4: Use of Electric Toothbrushes, by Marketing Region, 2008 (adults) West Coast Residents More Apt to Be Flossers Table 6-5: Use of Dental Floss, by Marketing Region, 2008 (adults)Factors in Category Growth How U.S. Population, Age Trends Affect Implement/Appliance Segments The Implement/Appliance Cycle of Purchase, Use, Replacement Drama of Sales Reciprocity Between Manual, Electric Brushes How the Bad Economy Helps Prevent Innovation Fatigue Cheap Power Brushes Never to Soar Again, Bring Down Whole Segment’s Prices Update: We Still Hate to Do It Simmons Data Contradicts National Institute of Dental and Craniofacial Research FindingsProjected Sales Implements/Appliances Will Climb to $2.4 Billion by 2014 Manual Brushes Forecast to Reach $880 Million Electric Appliances to Rally to $764 Million Tools/Accessories to Swell to $421 Million Floss Will Struggle to $198 Million Table 6-6: Projected U.S. Retail Dollar Sales of Oral Care Implements/Appliances (Manual Brushes, Electric Appliances, Floss, and Tools and Accessories), 2004-2008 (in millions of dollars)The Marketers Of 250-300 Implements/Appliances Marketers, Just 24 Notable in Mass Implement/Appliance Field of Rivals in Mass is Still Shrinking Table 6-7: Numbers of Significant* Oral Care Implements/Appliances Marketers in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), by Product Segment, 2003-2008 Players Include Packaged Goods, Drug, Electronics Companies Table of Marketers and Their Brands
    • Table 6-8: Leading Marketers of Oral Care Implements/Appliances (Manual Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their Representative Brands, 2009Marketer and Brand Share Note on IRI Data P&G, Colgate Control Over 70% of Manual Brush Sales in Mass Table 6-9: Share of U.S. Retail Dollar Sales of Manual Toothbrushes, by Marketer and Brand, 2003-2008* P&G Leads Four Power Brush Players With Double-Digit Share Table 6-10: Share of U.S. Retail Dollar Sales of Electric Dental Appliances, by Marketer and Brand, 2003-2008* P&G Rules Tools — But Philips Could Stage a Coup Table 6-11: Share of U.S. Retail Dollar Sales of Manual Dental Tools and Accessories, by Marketer and Brand, 2003-2008* P&G, J&J, Private Label Tie Up Floss Share Table 6-12: Share of U.S. Retail Dollar Sales of Dental Floss, by Marketer and Brand, 2003-2008*Marketing and Product Trends Over 1,500 New Manual Toothbrushes Worldwide in 2007-2008 Chinese, U.S. Rates of Toothbrush Introduction Highest Table 6-13: Numbers of New Manual Toothbrush Introductions, by Country, 2007-2008 Colgate, P&G Crank Out 559 Toothbrush Rollouts in Two Years Table 6-14: Numbers of New Manual Toothbrush Introductions, Worldwide by Company, 2007-2008 Around the Globe, 117 New Electric Toothbrush SKUs in 2007-2008 U.S., China Lead in Electric Toothbrush Intros Table 6-15: Numbers of New Electric Toothbrush Introductions, by Country, 2007-2008 P&G, Colgate Most Avid Introducers of Electric Toothbrushes Table 6-16: Numbers of New Electric Toothbrush Introductions, Worldwide by Company, 2007-2008 Implement/Appliance Product Trends Worth Watching Combo-Functional Implements/Appliances Products Positioned on “Home Pro Oral Care” Products With Headlights, UV Lights, Treatment LightsConsumer Advertising Positioning High Tech and Good or You A Viral Video About Killing Germs Video Says Irrigation is Fast and Easy, Flossing is Yeeccchhh! Toothbrush Handles’ Flexibility No Boiling — and One Size Fits All Our Ad SourcesConsumer Promotions Couponing Dear Elecric Toothbrush Exec; Try Mobile for Coupon Delivery
    • February is National Children’s Dental Health Month A Benefit for the Special Olympics — and Operation SmileChapter 7: The Competitive Situation HighlightsBrief Overview of OTC Oral Care Competition Oral Care Marketers’ Opportunities in Evolving Retail Scene Stage is Set for Higher-Priced Oral Care Products in Mass Natural/Organic Oral Care Holds Much Opportunity QVC and HSN Gain Respect, in the Form of Price-Points To Sum Up the Retail Backdrop to Competition… Off to Conquer the World Market? Or Avoiding the Crowd at Home? There’s a Kind of a Hush, all Over the World, This Year Key Oral Care Acquisitions and Deals A Contender Closes its Doors Eight Marketers ProfiledCompetitive Profile: Church & Dwight Co., Inc Net Sales Jump to $2.4 Billion in 2008 Foreign Markets Yield 17% of C&D’s 2008 Sales A Core Brand, and a Stable of Acquired Brands Other Church & Dwight BrandsCompetitive Profile: Colgate-Palmolive Co. Net Sales Climb Past $15.3 Billion in 2008 Colgate Leads in Global Oral Care Market — But Not at Home Colgate the Most Extended Oral Care Brand in the World Colgate’s “Aggressive Conservatism” Some Quasi-Medical Product Positionings Other Famous Colgate BrandsCompetitive Profile: Mars, Inc./Wm. Wrigley, Jr. Co Mars’ Sales Estimated at $27.4 Billion — At Minimum — in 2008 Mars’ Merger with Wm. Wrigley Sales of Wm. Wrigley’s Brands by World Region Figure 7-1: Share of Wm. Wrigley, Jr. Co. Net Sales, by Region, 2007 Wrigley Fighting International Battles for Brand Share China Russia India Wrigley’s Extensions Positioned on Health, Stress Relief, Whitening, Nice Breath… Mars’ Brands Outside the Oral Care RealmCompetitive Profile: The Procter & Gamble Company Net Sales Jump Yet Again to $83.5 Billion in Fiscal 2008 P&G Has 20% Share of World’s Oral Care Sales First Half 2009 Results Reflect State of World Economy P&G Owns Some of Planet’s Most Popular Brands Thinking in Terms of Innovation, Company-Wide Shrewd Maneuvers in Oral Care
    • P&G the Original Global Packaged Goods Marketer The Ocado ExperimentCompetitive Profile: Royal Philips N.V., Philips Oral Healthcare, Inc., subsidiary Sales Slip to €26.4 Billion in 2008 Philips Derives a Third of Sales from Emerging Markets Royal Philips’ Message of Holistic Wellness — And Compact Design Royal Philips Means to Be Green Other Philips ProductsThree Oral Care Marketers to Watch Two Specialists and a ChaebolKiss My Face CorporationLotte Holdings Co., Ltd./Lotte Confectionery Co., LtdViolight, Inc.Chapter 8: Distribution & Retail HighlightsDistribution and Retail Oral Care Product Paths: Trad Four-Step, DSD, Rack-Jobbing, “Direct” On Raw Materials Path, Natural/Organic Ingredient Sources Limited Mass the Primary Retail Channel for Oral Care Products Table 8-1: Share of U.S. Retail Dollar Sales of Oral Care Products, by Retail Channel, 2008 (in millions of dollars) Over 40,000 U.S. Drugstores: CVS Caremark is Largest Druggist Thin Margins Fattened by Innovation and Premium Products Philips Urges Out-of-Pack Display and In-Store DemosRetailer Profile: The Carlyle Group/Alliance Boots PLC Alliance Boots Revenue Reaches £17.8 Billion in FY2008 Latest Owner: The Carlyle Group Post-Merger, a Vertically Integrated Powerhouse Famous Private Labels Alliance Boots Retries International OpsRetailer Profile: CVS Caremark Corporation A Record $87.5 Billion in 2008 Over 4 Million Customers in 6,981 Stores, Every Day CVS’ New Upscale Chain: Beauty 360Chapter 9: The Consumer HighlightsAbout Simmons Data What They Are… ...And How to Use Them The Survey’s Overall Gauge Marketing Regions Defined Northeast East Central West Central Southeast
    • Southwest Pacific Table 9-1: Projections of Numbers of U.S. Adults,* by Demographic Factor, 2008 (in thousands) Hispanics May Be of Any Race Table 9-2: U.S. Adult* Population, by Race and Hispanic Origin, and by Hispanic Overlap With Racial Components, 2008 (in thousands)The Oral Care Consumer: Psychographics Oral Health a Concern of 73.4 Million Adults Lots of Faith in Private Label Other Pertinent Data Table 9-3: U.S. Adults* Strong Agreement With 25 Statements Concerning Health, Lifestyle, and Attitude, 2008 (adults in thousands) Over 62.3 Million Adults Go to the DentistThe Consumer of Dental Preparations: Toothpaste, Whiteners, Denture Products Over 204.6 Million Adults Use Tooth Cleaners Paste Is Still Dominant Form, But Gels Gain Ground Regular Tooth Cleaners Take Lead Among Types Table 9-4: Use of Tooth Cleaners (Toothpaste, Tooth Gel, etc.), by Form and Type, 2006-2008 (adults in thousands, in recent 12 months) Twice-Daily Tooth Cleaning Is Most Popular Table 9-5: Use of Tooth Cleaners, by Daily Frequency, 2008 (adults in thousands, per day) Tooth Cleaner Use So Widespread That NO Demographics Stand Out Table 9-6: Demographic Characteristics Most Favoring Use of Tooth Cleaners, 2008 (adults* in thousands) Children in Household (Age) Residence Men All Over the World Consider Whitening Toothpaste a Basic Grooming Aid Colgate, Then Crest, Most Popular Tooth Cleaner Brands Table 9-7: Use of Tooth Cleaners, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Nearly 27.8 Million Use Dedicated Tooth Whiteners Dedicated Whitener Forms: Strips Far More Popular Than Gels Strip vs. Gel Whiteners: Youth, Affluence Are Pivotal Issues Table 9-8: Demographic Characteristics Most Favoring Use of Dedicated Tooth Whiteners, by Form, 2008 (adults in thousands, in recent 12 months) No Surprise -- Crest Whitestrips the Most Popular Dedicated Whitener Brand Table 9-9: Use of Dedicated Tooth Whiteners, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Nearly 27.2 Million People Use Denture Cleansers Some Use Both Denture Cleansers and Toothpaste One in Three Wearers of Dentures Cleanses Them Daily Table 9-10: Use of Denture Cleansers, by Weekly Frequency, 2008 (adults in thousands, per week) Denture Cleanser Use a Function of Age, Education, Income
    • Table 9-11: Demographic Characteristics Most Favoring Use of Denture Cleansers, 2008 (adults in thousands, in recent 12 months) Efferdent Denture Cleaner Use Prevails Table 9-12: Use of Denture Cleansers, by Brand, 2006-2008 (adults in thousands, in recent 12 months)The Consumer of Breath Control Products: Gum, Mouthwash, Breath Mints/Strips Nearly 68.7 Million Chew Sugarless Gum; 10.3 Million Chew Dental Gum The Mint Family of Gum Flavors Is Most Preferred by America Table 9-13: Use of All Chewing Gum, by Flavor, 2008 (adults in thousands, in recent 12 months) Presence of Kids, Affluence Mark Sugarless and Dental Gum Use Table 9-14: Demographic Characteristics Most Favoring Use of Oral Care Gum, by Type, 2008 (adults in thousands, in recent 12 months) Dentyne Ice, Wrigley’s Are Most Popular Chewing Gum Brands Table 9-15: Use of All Chewing Gum, by Brand, 2008 (adults in thousands, in recent 12 months) Total/Base Mouthwash Has 133.7 Million Users Over Half of Mouthwashers Do So at Least Once Daily Table 9-16: Mouthwash Use, by Weekly Frequency, 2008 (adults in thousands, in last 7 days) Frequency Mouthwash Use Skews to the Less Affluent Consumer Table 9-17: Demographic Characteristics Most Favoring Use of Mouthwash, 2008 (adults in thousands, in recent 12 months) Listerine Still Rocks as Mouthwash Leader Table 9-18: Use of Mouthwash, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Over 95.2 Million Pop Breath Mints Americans Are Heavy Users of Breath Mints Table 9-19: Breath Mint and Dissolvable Breath Strip Use, by Monthly Frequency, 2008 (adults in thousands, in last 30 days) Breath Mint Data Suggests a Lower-Income User Table 9-20: Demographic Characteristics Most Favoring Use of Breath Mints/Dissolvable Breath Strips, 2008 (adults in thousands, in recent 12 months) Tic Tac Top Breath Mint With Consumers Table 9-21: Use of Breath Mints/Strips, by Brand, 2006-2008 (adults in thousands, in recent 12 months)The Consumer of Oral Care Implements/Appliances: Manual Toothbrushes,Electric Toothbrushes, Floss Users of Manual Toothbrushes Number 186.9 Million Brush Preferences: Medium Bristle, Angled Handle, Full Head Table 9-22: Use of Manual Toothbrushes, by Type, 2008 (adults in thousands, in recent 12 months) In Manual Toothbrush Use, No Demographic Stands Out
    • Table 9-23: Demographic Characteristics Most Favoring Use of Manual Toothbrushes, 2008 (adults in thousands, in recent 12 months) Colgate, Oral-B Are Most Popular Manual Brush Brands Table 9-24: Use of Manual Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Almost 71.4 Million Users of Electric Toothbrushes Use of Power Brushes by Power Source Is Split 50-50 Electric Toothbrush Use: Older, Well Educated, Affluent are Featured Table 9-25: Demographic Characteristics Most Favoring Use of Electric Toothbrushes, 2008 (adults in thousands, in recent 12 months) Braun Oral-B’s Power Brushes Eclipse Colgate’s in Popularity Table 9-26: Use of Electric Toothbrushes, by Brand, 2006-2008 (adults in thousands, in recent 12 months) Floss User-Base At 134.4 Million Practically All Flossers Use the Product One or More Times Per Week Table 9-27: Use of Dental Floss, by Weekly Frequency, 2008 (adults, in thousands, in last 7 days) Middle Age, Affluence, Marriage Encourage Floss Use Table 9-28: Demographic Characteristics Most Favoring Use of Dental Floss, 2008 (adults in thousands, in recent 12 months) Most Widely Used Floss Is Branded Oral-B Table 8-29: Use of Dental Floss, by Brand, 2008 (adults in thousands, in recent 12 months)Appendix: Addresses of Selected MarketersAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2041110   US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004