A presentation of a new product idea, including situational analysis, idea generation, concept testing, and the introduction of a new innovation.

1. ❧
Innovations for
Toothpaste
Mindy Steinmetz
Naphat Wongrattanaphibun (Pai)
Qi Cui (Quincy)

2. ❧
❧ Since 2008 to the present, consumers are now more
focused on whitening, multipurpose, and natural
toothpastes that protect against sensitivity.
❧ The toothpaste market is currently growing around
3.5% each year and will reach $3 billion by 2019.
❧ Natural toothpastes and toothpastes in powder form
is a niche but growing part of the market.
❧ Half of all available types of toothpaste is for
whitening.
Background Information

3. ❧
❧ New innovations already made include Crest
putting out different flavors of toothpaste (e.g. mint
chocolate chip, vanilla, cinnamon).
❧ The most popular to least popular varieties of
toothpaste are: whitening, regular, tartar control,
sensitive, and baking soda.
❧ Potassium nitrate is the differing ingredient in
toothpaste for sensitive teeth vs. regular toothpaste.
❧ Natural ways to prevent cavities is to eat less sugar
and foods with phytic acid, get enough vitamins and
minerals, and oil pulling.
Background Information

4. U.S. population: Most used brands of
toothpaste from 2013 to 2016
Leading toothpaste brands in the US: Crest, Colgate, and Sensodyne.

5. ❧
Kinds of Toothpaste Used
October 2014 - December 2015

6. ❧
Oral Care Expenditures
October 2014-December 2015

7. ❧Target
❧ 25 brands, one entire shelf for several items of each brand.
❧ Features & Variety: whitening, sensitive, anticavity/fluoride,
natural, kids, squeeze bottle, pump, tube.
❧ Prices: $0.87 - $14.25
❧ Most Popular: Rembrandt whitening, Crest whitening,, and
Tom’s anticavity.
Walgreens
❧ 44 brands, 1 shelf for crest and colgate, 3 shelf for other brands
❧ Features & Variety: whitening, sensitive, anticavity/fluoride,
natural, kids, tartar control, plaque control. Squeeze, pump,
tube.
❧ Prices: $1 - $15
❧ Most popular: Crest and Colgate whitening
Store Observations

8. ❧Safeway
❧38 brands, shelf space similar to Walgreens
❧Features & Variety: whitening, sensitive,
anticavity/fluoride, natural, kids, squeeze bottle,
pump, tube
❧Most Popular: Crest and Colgate whitening.
Fred Meyer
❧7 brands
❧Features & Variety:: whitening (majority), sensitive,
anticavity/fluoride, natural, paste, gel, liquid
❧Prices: $3 - $6
❧Most Popular: Crest fluoride and whitening,
Sensodyne whitening, Colgate anticavity.
Store Observations

9. ❧
Rite Aid
❧17 brands.
❧Features & Variety: whitening, sensitive,
anticavity/fluoride, natural, kids (only mint
flavor), paste, gel, liquid.
❧Prices: $1 - $15
❧Most Popular: Crest fluoride and whitening, Arm &
Hammer whitening, Colgate (anticavity,
fluoride and whitening).
Store Observations

10. ❧
Walmart
❧16 brands.
❧Features & Variety: whitening, sensitive, baking
soda, cavity protection and tartar control.
❧Prices: $0.97 - $15
❧Most Popular: Crest (cavity protection), Sensodyne
(extra whitening), and Colgate (baking soda and
peroxide whitening).
Store Observations

11. ❧
Hmart
❧12 brands: 1 shelf for colgate and 1 shelf above for
regional brands (at eye level).
❧Features & Variety: whitening, sensitive, anticavity,
kids (different fruit flavors), paste, gel, liquid.
❧Prices: $2 - $9
❧Most Popular: Colgate (sparkling white), regional
healthy brand, and Crest whitening.
Store Observations

12. ❧Trader Joe’s
❧2 brands: Toms’s and Trader Joe’s own brand
located two shelves down from eye level.
❧Product Variety: anti-plaque, whitening, and anti-
cavity, two choices are fluoride free the
other two are not, all paste form
❧Prices: $3 Trader Joe’s brand, $4 Tom’s.
❧Packaging: White or pastel color box to represent
being natural.
❧Most Popular: Tom’s anti-plague with fluoride.
Store Observations

13. ❧
Whole Foods Market
❧3 brands: 1 shelf for Tom’s and Dr. Bronner and the
one below for Nature’s Gate.
❧Features & Variety: whitening (majority), sensitive,
anticavity/fluoride, natural, kids (mint flavor)
❧Prices: $3 - $15
❧Most Popular: Tom’s (whitening and fluoride)
Store Observations

14. ❧
Target
Store Observations
Walgreen

15. ❧
Safeway
Store Observations
Fred Meyer

16. ❧
Rite Aid
Store Observations
Walmart

17. ❧
H Mart
Store Observations
Trader Joe’s and Whole
Food Market
*Trader Joe’s and Whole Food Market have the similar
brands and shelf spaces.

18. ❧
Sales share of the leading toothpaste brands in the
United States in 2016

19. ❧
Sales of the leading toothpaste brands in the United
States in 2016 (in millions U.S. dollar)

20. ❧
❧Toothpaste that can be used with no water, safe to
eat and minimal bubbles.
❧Toothbrush with toothpaste in the handle.
❧Create fluoride free toothpaste that still prevents
cavities.
❧Toothpaste that gets rid of cavities after repeated
use, instead of going to see the dentist.
Product Ideas

21. ❧
Concept Test
Moderate user, male, age 50.
❧ Has used Crest anti-cavity and whitening for years.
❧ Interesting in getting toothpaste without fluoride for health
reasons.
❧ Buys disposable toothbrush along with toothpaste when he
goes on business trips.
Moderate user, female, age 20.
❧ Has sensitive teeth.
❧ Uses Sensodyne but does not like because it tastes bad and
causes her dry mouth.
❧ Although she believes that fluoride makes her teeth yellow, it
helps repair her damaged teeth and prevents teeth decay.

22. ❧Moderate user, female, age 62.
❧ Loyal customer of natural toothpaste brands (Trader
Joe‘s and Tom’s).
❧ Teeth became yellow as she got older so she needs
whitening toothpaste.
❧ Wants to avoid fluoride for health reasons.
❧ Frequently travels to Montana, usually buys
Colgate’s small regular toothpaste even though she
prefers fluoride-free ones (Colgate only has natural
toothpaste in the regular size).
Concept Test

23. ❧
Concept Test
Moderate user, male, age 19.
❧Has used Colgate advanced whitening for years.
❧Chooses the brand because of the price (coupons).
❧Often brings small toothpaste and toothbrush when he goes
to his friends’ houses.
Moderate user, female, age 32.
❧Mother of seven year old kid.
❧Chooses Colgate for both herself and her son.
❧Interested in the idea of the toothpaste and toothbrush
combination since she asks her son to brush his teeth at
school.

24. ❧
Concept Test
Moderate user, female, age 51.
❧Only uses natural toothpaste brands (Tom’s)
❧Only buys toothpaste from Trader Joe’s and
Marlene’s
❧Prefers fluoride free toothpaste because she has
sensitive teeth.

25. ❧
Best Product Idea
Toothbrush with fluoride-free toothpaste in the handle.

26. ❧
For parents, frequent travelers and the health
conscious, this product is an oral hygiene product
that provides toothpaste that is fluoride-free while
still preventing cavities, and gives the convenience of
only using one item instead of two for cleaning teeth.
Positioning Statement

27. ❧Description: Toothbrush with toothpaste in the
handle that you can squeeze out (think of a stress
ball). The toothpaste will be fluoride free and anti-
cavity using baking soda.
Categories: Oral health hygiene.
Benefits: Convenient, no need for two separate
products. Toothpaste itself has no fluoride for health
reasons but can still prevent cavities.
Value of the Brand: New, fresh and innovative brand
Target Audience: Parents, frequent travelers and the
health conscious.
Best Product Idea

28. ❧
Packaging: Colorful, paper box and plastic (to be able
to see the handle section and show off the
toothpaste).
Price: $4.99 (Average toothpaste price is $3, Average
toothbrush price is $3).
Estimated Sales: Around 1% sales share and 25$
million (per year). Estimated using the two graphs
comparing leading toothpaste brands and the $3
billion total toothpaste market statistic.
Additional Information

29. ❧
Social Media: Facebook/Instagram/Snapchat
advertising - younger group, like new products.
Video streaming:Youtube/Netflix/Hulu/Vudu -
more effective, but need to make amazing ad first.
Music: Pandora/Spotify/iHeartRadio - effective and
cheaper expense.
Grocery store: Usually harder & expensive; try to
have some sales in grocery store and get feedback
from customers.
Online: Amazon, Bed Bath & Beyond, fake reviews
and sales (optional).
Advertising Strategies

30. ❧Dental products & materials: United States. (2016). Freedonia Focus Reports.
Retrieved February 21, 2017, from
http://academic.marketresearch.com.offcampus.lib.washington.edu/product
/display.asp?productid=9864012&curl=&surl=%2Fsearch%2Fresults%2Easp%
3Fprid%3D963114482%26query%3Dtoothpaste%26cmdgo%3DGo&view=toc&
prid=963114482
Henry, D. (2014). How to heal cavities naturally. Retrieved February 27, 2017, from
http://educateinspirechange.org/health/heal-cavities-naturally/
How to remineralize teeth naturally & reverse tooth decay. (2017, February 28).
Retrieved March 1, 2017, from
https://wellnessmama.com/3650/remineralize-teeth/
Kinds of toothpaste used from October 2014 to December 2015. (2016, June).
[Table]. Oral care. Retrieved February 20, 2017, from
http://academic.mintel.com/display/747820/?__cc=1
References

31. ❧Oral care expenditures from October 2014 to December 2015. (2015). [Table].Oral
Care. Retrieved February 23, 2017, from
http://academic.mintel.com.offcampus.lib.washington.edu/display/774571/
?highlight#hit1
Pandey, R. (2017). Treatment of dentinal hypersensitivity using low-level laser
therapy and 5% potassium nitrate. International Journal of Applied and Basic
Medical Research, 7(1). Retrieved February 24, 2017, from
http://eds.b.ebscohost.com.offcampus.lib.washington.edu/ehost/pdfviewer
/pdfviewer?sid=9ca5d043-610b-42e4-a6fd-
34c1857ccc45%40sessionmgr101&vid=10&hid=103
Sales of the leading toothpaste brands in the United States in 2016 (in million US
dollars). (2016). [Bar graph of sales in dollars of popular toothpaste varieties].
Statistica. Retrieved February 28, 2017, from
https://www.statista.com/statistics/195650/leading-us-toothpaste-brands-
in-2007-and-2008-based-on-sales/
References

32. ❧Sales share of the leading toothpaste brands in the United States in 2016. (2016).
[Bar graph of percentage of sales share of popular toothpaste brands].
Statistica. Retrieved February 28, 2017, from
https://www.statista.com/statistics/195650/leading-us-toothpaste-brands-
in-2007-and-2008-based-on-sales/
U.S. population: Most used brand of toothpaste
from 2013 to 2016. (2016). [Bar graph of most popular toothpaste brands].
Statistica. Retrieved February 23, 2017, from
https://www.statistica..com/statistics/319740/brands-of-toothpaste-in-the-
us-trend/
References