The toothbrush market has seen many changes in recent decades and is shifting from value and premium ranges to a super premium "enhanced oral care" category. In 1991, the U.S. oral care market was $2.9 billion growing at 6.1% annually, and the toothbrush market grew at 9.3% per year since 1987. Colgate's toothbrush sales were $77 million in 1991. Consumers consider benefits, and the market has emerged with niche players in the therapeutic, cosmetic, and health segments while Colgate maintains a sizable share.