| I. Executive Summary
II. The Overall Market
Introduction
- Scope and Metholodolgy of This Report
- A Note About the Data Presented
- Oral Care Claims
- Clarification of Terms
Product Categories
- Three Product Categories
- Combination Products Abound
Market Size and Growth
- Oral Care Sales Break $6.8 Billion in 2002
- Table 2-1: U.S. Retail Dollar Sales of Oral Care Products, by Category, 1998-2002 (In Millions)
- Tooth Cleaners/Whiteners/Denture Products Remain Largest Category
- Table 2-2: Share of U.S. Retail Dollar Sales of Oral Care Products, by Category, 1998-2002 (In Millions)
Factors in Future Growth
- The Expanding U.S. Population
- Certain Age Brackets to Drive Growth
- Table 2-3: Projection of U.S. Population, by Age Bracket, 2002-2010 (In Thousands)
- Whitening Power: Beauty for All
- Mounting Health and Fitness Awareness
- Beating the High Cost of Dental Work
- Baby Boomers and Their Influence Are Positives
- Kids’ Biz Brisk
- Innovation Defeats Commodity Nature of HBC
- Portability
Projected Sales
- Oral Care to be Valued at $8.5 Billion in 2007
- Tooth Cleaners/Whiteners/Denture Products to Push to $4.3 Billion
- Gum/Mouthwash/Breath Fresheners to Brush $2.9 Billion
- Toothbrushes/Electric Appliances/Floss to Approach $2.2 Billion
- Table 2-4: Projected U.S. Retail Dollar Sales of Oral Care Products, by Category, 2002-2007 (In Millions)
The Marketers
- About 80 Significant Marketers of Oral Care Products
- Types of Companies
- Table 2-5: Leading Oral Care Marketers and Their Representative Brands
Marketer Share: The Top Five
- P&G, Colgate, Pfizer Dominate Oral Care Sales in 2002
- Figure 2-1: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Tooth/Denture Cleaners and Whiteners
- Figure 2-2: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Gum/Mouthwash/Breath Fresheners
- Figure 2-3: % Share of U.S. Oral Care Retail Dollars, by Marketer, 2002; Toothbrushes/Electric Dental Appliances/Floss
Consumer Advertising Expenditures
- Oral Care Marketers Spend $624 Million to Advertise ...
- Television Gets Three Quarters of Ad Dollars
- A Dozen Marketers Each Spend $10 Million-Plus
The Consumer’s Oral Care Shopping Trip
- How Many Use, and What Gender They Are
- How Often, How Much, and Where
- Figure 2-4: Use of Oral Care Product Type and Users’ Gender, By Percentage
- Household Characteristics
III. The Tooth Cleaners/Whiteners And Denture Products Category
The Products
- Category Definition
- Three Forms, Nine Tooth Cleaner Types
- Tooth Cleaner Packaging
- Basic Tooth Cleaner Ingredients
- Table 3-1: Common Tooth Cleaner Ingredients
- Dedicated Whiteners
- Denture Products: Adhesives, Cleansers, Cushions
- Current Product Claims
Category Size and Growth
- Tooth Cleaners/Whiteners, Denture Products Valued at $2.9 Billion in 2002
- Product Innovation Drives Category Sales
- Tooth Cleaner/Whitener Sales Climb Past $2.4 Billion
- Denture Products Asleep at $441 Million
- Cleaner/Whiteners Account for Bulk of Sales
- Table 3-2: U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, 1998-2002 (In Millions)
- Paste and Gels Are Main Forms
- Adhesives Are Largest Component of Denture Product Sales
- Figure 3-1: Share of U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, by Segment, 1998-2002
- Supermarkets Are Main Channel for Tooth Cleaners/Whiteners and Denture Products
- Supermarkets Are Prime Channel for Toothpaste
- Drugstores Are Main Venues for Powders/Polishes
- Supermarkets Host Half of Denture Product Sales
- Supermarkets Dominate Denture Adhesive and Cleanser Sales
- Drugstores Monopolize Cushion Sales
- Figure 3-2: Share of U.S. Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, by Mass Retail Channel, 2001
- No Regional Skews in Tooth Cleaner Sales
- Table 3-3: Use of Tooth Cleaners, by Census Region (Adults, in Thousands)
- Denture Adhesive Purchase Skews to South, Denture Cleanser Purchase to Midwest
- Table 3-4: Use of Denture Adhesives, by Census Region (Adults, in Thousands)
- Table 3-5: Use of Denture Cleansers, by Census Region (Adults, in Thousands)
Factors in Future Growth
- Category Driven by Same Factors That Drive Oral Care Market
- Everyone Uses Toothpaste: Population Notes
- Ongoing Innovation in Whiteners and Combo Products
- Denture Products Hindered by Medical Advances
- Kids’ Products in Spotlight
Projected Sales
- Sales to Push Past $3.4 Billion in 2007
- Tooth Cleaner/Whitener Sales in Charge to $3 Billion
- Denture Products to Keep Dozing to $468 Million
- Table 3-6: Projected U.S. Retail Dollar Sales of Tooth Cleaners/Whiteners and Denture Products, 2002-2007 (In Millions)
The Marketers
- Fewer Than 30 Significant Marketers Out of Perhaps 150
- Packaged Goods, Pharmaceutical, and Specialized Companies Involved
- Importers Prominent in Natural HBC Channel
- Table 3-7: Leading Tooth Cleaner/Whitener and Denture Product Marketers, and Their Representative Brands
Marketer Shares
- Colgate-Palmolive and P&G Dominate Toothpaste Segment
- Table 3-8: Share of U.S. Retail Dollar Sales of Toothpaste, 2000-2002 (marketer/brand): % share
- P&G and Whitestips Leap to Fore of Whiteners and Powders/Polishes
- . . . But Whitener Share is Transforming Rapidly
- Table 3-9: Share of U.S. Retail Dollar Sales of Whiteners and Tooth Powders/Polishes, 2000-2002 (marketer/brand): % share
- P&G Retains Dominance of Denture Adhesives
- Table 3-10: Share of U. S. Retail Dollar Sales of Denture Adhesives, 2000-2002 (marketer/brand): % share
- Glaxo, Pfizer Are Denture Cleanser Kings
- Roberts and Brimms Lead in Cushions
- Tom’s, Nature’s Gate Are Main Players in the Natural Foods/HBC Channel
- Table 3-11: Share of U. S. Retail Dollar Sales of Denture Cleansers, 2000-2002 (marketer/brand): % share
The Competitive Situation
- Mass Channels Tightly Contolled by Top Marketers
- In Denture Products, One Steals - Not Builds - Share
- Colgate Banks on Namesake Brand of Toothpaste
- Procter & Gamble Also Line-Extends From Crest
- In Whiteners, P&G Challenged by Colgate
- P&G Denture Adhesives in Grip of Fixodent
- GlaxoSmithKline Adds Niche Products with Purchase of Block
- Unilever’s Four Distinct Brand Positionings
- Natural White: That’s My Niche and I’m Sticking to It
- Tom’s of Maine: Natural Products and Philanthropy
Marketing and Product Trends
- All That Whitens Is Good
- All that Freshens is Good
- Extending Core Toothpaste Label
- Combo Products
- Kids’ Tooth Cleaners
- Table 3-12: Selected New Introductions of Tooth Cleaners, Whiteners, and Denture Products, 2001-2002
Consumer Advertising Expenditures
- Cleaner/Whitener/Denture Products Marketers Budget $250 Million in 2001
- Whiteners Receive Over Half of Ad Dollars
- Television the Favored Medium
- Table 3-13: Mass Media Expenditures by U.S. Marketers of Tooth Cleaners, Whiteners, and Denture Products, by Medium, 2001 (In Thousands)
- P&G Spends $83 Million, Mainly on Crest
- Glaxo Budges $62 Million, Mostly for Aquafresh
- Colgate’s $51.3 Million Supports Only the Colgate Brand
- Pfizer Helps Listerine and Efferdent with $21 Million
- Church & Dwight Dedicates $12.8 Million to Arm & Hammer
- Den-Mat Pushes Whiteners with $8 Million
- Combe Leads Rear Echelon of Notable Spenders
Consumers Advertising Positioning
- Current Stand-Out Ad Positionings
- The Power to Whiten
- Fresher Breath
- Stain Removal
- Relief of Sensitivity
- Get a Grip
- Safety for Children’s Use
- 12-Hour Protection
- Go Ahead - Laugh
- Less Mess and Less Odor
Consumer Promotions
- Coupons Still a Major Tactic
- Websites
- Helping to Save for Grandkids’ Education
- A Rebate
- A Smile Contest
The Consumer: Tooth Cleaners/Whiteners
- Tooth Cleaners Used by 187 Million
- Paste is Most Popular Form
- Paste Form Has Broadest Demographic
- Figure 3-3: Use of Tooth Cleaners, by Product Form, 2002
- Table 3-14: Demographic Characteristics Favoring Use of Tooth Cleaners, by Product Form, 2002 (Adults, in Recent 12 Months)
- Most of Us Brush at Least Twice Daily
- Profiles of Frequency of Use Differ Greatly
- Figure 3-4: Use of Tooth Cleaners by Frequency of Use, 2002
- Table 3-15: Demographic Characteristics Favoring Use of Tooth Cleaners, by Frequency of Use, 2002
- Colgate, Crest the Most Popular Tooth Cleaners
- Table 3-16: Use of Tooth Cleaners, by Brand, 2002
- Tooth Cleaner Brand Data Reveal Excitable Sectors
- Levels of Affluence Keyed to Brand Image, Not Just Price-Points
- Table 3-17: Demographic Characteristics Favoring Use of Tooth Cleaners, by Brand, 2002
The Consumer: Denture Products
- Denture Adhesives Used by 14.5 Million
- Denture Cleansers Used by 26 Million
- As Expected, An Older, Lower-Income Skew
- Table 3-18: Demographic Characteristics Favoring Use of Denture Adhesives and Cleansers, 2002
- Fixodent Most Widely Used Adhesive
- Table 3-19: Use of Denture Adhesives, by Brand, 2002 (Adults in Thousands; in Recent 12 Months)
- Adhesives Brand Use Reflects Overall Pattern
- Table 3-20: Demographic Characteristics Favoring Use of Denture Adhesives, By Brand, 2002
- Majority of Cleanser Consumers Use Them Daily
- Figure 3-5: Use of Denture Cleansers, by Frequency of Use, 2002
- Factors in Frequency of Denture Cleansing Remarkably Consistent
- Table 3-21: Demographic Characteristics Favoring Use of Denture Cleansers, By Frequency of Use, 2002
- Denture Cleanser Brand Use Skews Older, Too
- Table 3-22: Demographic Characteristics Favoring Use of Denture Cleansers, By Brand, 2002
IV. The Gum, Mouthwash, And Breath Freshener Category
The Products
- Oral Gum Care Types
- Both Mouthwashses and Dental Rinses Discussed
- Cosmetic versus Therapeutic Mouthwashes
- Regular Mouthwash versus Concentrated Forms
- Mouthwash Ingredients
- Niche Mouthwashes
- Breath Freshener Types
- Gums and Candies Subject to FDA Regulation
Category Size and Growth
- Gums, Mouthwash, Breath Fresheners Bush $2.3 Billion in 2002
- New Oral Care Gums Are Category’s Strength
- Gum Rockets to $872 Million
- Mouthwash in Dogged Climb to $838 Million
- Breath Fresheners Decline to $577 Million
- Table 4-1: U.S. Retail Dollar Sales of Oral Care Gums, Mouthwash, and Breath Fresheners, by Segment, 1998-2002 (In Millions)
- In Share by Segment, Gum Outpaces Mouthwash
- Supermarkets Sell Greatest Dollar Share of Most Product Types
- Table 4-2 % Share of U.S. Retail Dollar Sales of Sugarless Gums, Mouthwash, and Breath Fresheners By Outlet Type, 2001
- Table 4-3: Share of U.S. Retail Dollar Sales of Sugarless Gums, Mouthwash, and Breath Fresheners By Outlet Type, 2001
- Regionality: Westerners Are Biggest Gum Chewers and Mint Poppers; Southerners Like to Gaggle
- Table 4-4: Use of Sugarless Gum, by Census Region (Adults Percentage)
- Table 4-5: Use of Mouthwash, by Census Region (Adults Percentage)
- Table 4-6: Use of Breath Mints, by Census Region (Adults Percentage)
Factors in Future Growth
- Busy Lifestyles Make it Harder to Brush
- Added Value in Whitenening Power, Health Benefits
- Mouthwash has Geriatric Image
- Safety Issues Cause Consumers to Dilute Mouthwash
- Breath Fresheners Suffer from Perception of Them as Candy
- Niche Products Help
Projected Sales
- Predict Steady Rise to $2.9 Billion in 2007
- Gum Seen in Push to $1.2 Billion
- Mouthwash to Break $1.0 Billion Mark
- Breath Fresheners to Finish at $618 Million
- Table 4-7: Projected U.S. Retail Dollar Sales of Oral Care Gums, Mouthwash, and Breath Fresheners, by Segment, 2002-2007 (In Millions)
The Marketers
- Of Hundreds of Marketers, About 40 Are Notable
- Table 4-8: Numbers of Significant Marketers of Oral Care Gums, Mouthwashes, and Breath Fresheners, As Noted in Information Resources, Inc. Data, 2001
- Gum/Mouthwash/Breath Freshener Marketers a Diverse Bunch
- Table 4-9: Leading Oral Care Gum, Mouthwash, and Breath Freshener Marketers, and Their Representative Brands
Marketer Shares
- Wrigley, Pfizer, Hershey Lock Up Gum Segment
- Table 4-10: % Share of U.S. Retail Dollar Sales of Sugarless Gums, 2000-2002
- Pfizer and Brand Listerine Still Dominate Mouthwash
- Philip Morris Clearly the Leader in Breath Candies
- Table 4-11: % Share of U.S. Retail Dollar Sales of Mouthwash, 2000-2002
- Table 4-12: % Share of U.S. Retail Dollar Sales of Breath Freshener Candies, 2000-2002
- Playtex and Health-Tech Rule Sprays/Drops
- Table 4-13: % Share of U. S. Retail Dollar Sales of Breath Freshener Sprays/Drops, 2000-2002
The Competitive Situation
- Three Disparate Segments Now Share Positionings
- Wrigley, Longtime Gum Specialist
- Pfizer’s Listerine Goes Portable - and Gets Co-Branded
- Pfizer Puts Trident and Certs on the Block
- Philip Morris Leverages Altoids to Dominance in Mass Channels
- GlaxoSmithKline Explores Additional Oral Care Categories
- Ferrero and Tic Tac’s European Style
Marketing and Product Trends
- Breath Freshening Unites Category
- Chew! Why Not Whiten, Too?
- Strips for…Whatever
- Overboxes and Tins
- Table 4-14: Selected New Introductions of Oral Care Gums, Mouthwashes, and Breath Fresheners, 2001-2002
Consumer Advertising Expenditures
- Gum/Mouthwash/Freshener Marketers Spend $292 Million in 2001
- Gums Account for Half of Ad Dollars
- Television Accounts for Three Quarters of Spending
- Table 4-15: Mass Media Expenditures by U.S. Marketers of Oral Care Gums, Mouthwash, and Breath Fresheners, by Medium, 2001 (In Thousands)
- Pfizer Ponies Up to $113 Million for Stable of Brands
- Wrigley Spends $68 Million on Gum Space and Time
- Ferrero Supports Tic Tac with $17.8 Million
- Philip Morris Tags $33 Million for Lifesavers and Altoids
- Hershey Spends $21.3 Million
- Van Melle Hypes Mentos with $14.5 Million
- Church & Dwight Banks on $7 Million for Arm & Hammer Gums
- Other Major Advertisers
Consumers Advertising Positioning
- Basic Gum/Mouthwash/Breath Fresheners Ad Themes
- Hot Romance
- The Power of Ice - or a Raging Ocean
- Don’t Be Self-Conscious
- Whiten Teeth
- Kill All Germs
- “For a Good Clean Feeling, No Matter What”
Consumer Promotions
- Coupons Occasionally Used
- Merchandise Offers
The Consumer: Oral Care Gum
- Almost 46 Million Sugarless Gum Chewers
- The Demographics of Gum Chewing, by Gum Type
- Table 4-16: Demographic Characteristics Favoring Use of Chewing Gum, by Type, 2002 (Adults, in Recent 12 Months)
- Dentyne Still the Most Popular Sugarless Gum Brand
- Table 4-17: Use of Sugarless Gums, by Brand, 2002 (Adults, in Thousands; in Recent 12 Months)
- Women Are Prime Users of Gum Brands
- But No Cohesive Profile
- Table 4-18: Demographic Characteristics Favoring Use of Chewing Gum, by Seven Brands, 2002
The Consumer: Mouthwash
- Close to 121 Million Mouthwash Users
- Few Standout Attributes of Mouthwash Audience
- Majority of Users Gargle Daily
- Table 4-19: Use of Mouthwash, by Frequency of Use, 2002
- Elders Mark Frequency of Mouthwash Use
- Table 4-20: Demographic Characteristics Favoring Use of Mouthwash, by Frequency of Use, 2002 (Adults, in Recent 7 Days)
- Listerine is Most Commonly Used
- Table 4-21: Use of Mouthwash, by Brand, 2002
- Demographics of Brand Use: The Haves and Have Nots
- Table 4-22: Demographic Characteristics Favoring Use of Mouthwash, by Brand, 2002 (Adults, in Recent 12 Months)
The Consumer: Breath Freshener Candies
- Over 129 Million Use Breath Mints
- In Use of All Breath Mints, Few Factors Stand Out
- Sugarless versus Regular: Affluence versus Less Affluence
- For Six of Eight Brands, Lower Incomes Rule
- Table 4-23: Demographic Characteristics Favoring Use of Freshener Candies, by Type, 2002 (Adults, in Recent 12 Months)
- Table 4-24: Demographic Characteristics Favoring Use of Breath Freshener Candies, by Brand, 2002 (Adults, in Recent 12 Months)
V. The Toothbrush, Dental Floss And Electric Appliance Category
The Products
- Category Definition
- About Manual Toothbrushes
- About Floss
- Appliances: Two Main Types Are Brushes and Irrigators
- Electric Toothbrushes
- Oral Irrigators
- Variations on the Two Basic Appliances
- Heads and Nozzles Need Replacement
Category Size and Growth
- Toothbrushes/Appliances/Floss Near $1.7 Billion in 2002
- Education, Innovation, Technology Have Driven Growth
- Brushes Falter, Reach $756 Million
- Appliances Power Up to $724 Million
- Battery-Operated Toothbrushes Gaining Dominance
- Floss Growth Slower, But Stretches to $199 Million
- Table 5-1: U.S. Retail Dollar Sales of Toothbrushes, Electric Dental Appliances, and Dental Floss, by Segment, 1998-2002 (In Millions)
- Appliances Steal Share From Brushes
- Table 5-2: Share of U.S. Retail Dollar Sales oToothbrushes, Electric Dental Appliances and Floss, by Segment, 1998-2002 (Percent)
- Supermarkets Account for Highest Share of Category Dollars
- Table 5-3: % Share of Retail Dollar Sales of Toothbrushes, Electric Dental Appliances and Floss, By Mass Retail Channel, 2001
- Regionality: Everyone Brushes, But Westerners Love to Floss
- Table 5-4: Use of Manual Toothbrushes, by Census Region (Adults, in Thousands)
- Table 5-5: Use of Dental Floss, by Census Region (Adults, in Thousands)
Factors in Future Growth
- Innovation to Keep Propelling Brushes and Floss - Somewhat
- Electric Appliances to Keep Stealing Dollars
- Continued Consumer Education Needed
- Heavy Marketing Needed to Maintain Impulse Purchasing
- Appliance Marketers Cover Every Price Tier
- Appliance Replacement Cycle to beSmoothed by Expansion of Ultra-Low End
Projected Sales
- Sales on Way to $2.2 Billion in 2007
- Brushes in Meander to $838 Million
- Electric Dental Appliances Buzz on to $1.1 Billion
- Floss in Glide to $248 Million
- Table 5-6: Projected U.S. Retail Dollar Sales of Toothbrushes, Electric Dental Appliances, and Dental Floss, by Segment, 2002-2007 (In Millions)
The Marketers
- About 40 Notable Marketers of Toothbrushes/Electric Appliances/Floss
- From Packaged Goods Companies and Drug Makers to Electronics Companies
- Table 5-7: Leading Toothbrush, Dental Floss and Electric Dental Appliance Marketers; Their Representative Brands
Marketer Shares
- Gillette and Colgate Brush Away Competition
- Table 4-10: % Share of U.S. Retail Dollar Sales of Manual Toothbrushes, 2000-2002
- Gillette/Braun Holds Own Amidst Widening Field of Rivals
- J&J Untouchable in Floss
- Table 5-9: % Share of U.S. Retail Dollar Sales of Electric Dental Appliances, 2000-2002
- Table 5-10: % Share of U.S. Retail Dollar Sales of Dental Floss, 2000-2002
The Competitive Situation
- Rise of Appliance Segment Changes Shape of Competition
- Appliance Pricing Trends Disrupt Toothbrush/Floss/Appliance Playing Field
- The Future of Toothbrush/Floss/Appliance Competition
- Gillette a Force in All Three Segments
- P&G’s Spinbrush Was a Motorized Lollipop
- Johnson & Johnson an Aggressive Acquirer
- Water Pik Technologies, the Water Product Specialist
Marketing and Product Trends
- The Endless Tech Parade
- Value-Priced Appliances
- Kids’ Stuff
- Table 5-11: Selected New Introductions of Toothbrushes, Dental Flosses and Electric Dental Appliances, 2001-2002
Consumer Advertising Expenditures
- Toothbrush/Floss/Electric Appliance Advertisers Spend $82 Million in 2001
- Brushes Are Best Advertised Segment
- Television Is Stressed
- Table 5-12: Mass Media Expenditures by U.S. Manual Toothbrushes, Dental Floss and Electric Appliances, by Medium, 2001 (In Thousands)
- Gillette the Star Spender, at $36.5 Million for Oral-B
- P&G Supports Crest Extensions with $12 million
- J&J Spends $11 Million to Advertise Full Range of Products
- Sunstar/Butler Spends $9 Million
- Colgate Tages $6 Million for Manual Brushes
- Glaxo Bestow $3.4 Million on Aquafresh
- Other Advertisers of Brushes, Appliances, Flosses
Consumers Advertising Positioning and Promotions
- Typical Toothbrush/Electric Dental Appliance/Floss Ad Themes
- Lower Price
- Our Technology Is Best…
- Whitenening and Breath Freshening Also Mentioned
- Hygiene for Kids
- Coupons Used Mainly for Manual Brushes and Floss
The Consumer: Toothbrushes
- Nearly 184 Million Adults Use Manual Brushes
- Medium Bristles Most Popular
- Affluence, Good Education Favors Use of Softer Bristles
- Figure 5-1:Use of Manual Toothbrushes by Bristle Firmness: Percentage of Adult Usage
- Figure 5-2: Use of Manual Toothbrushes by Handle Shape, Percentage of Adult Users
- Table 5-13: Demographic Characteristics Favoring Use of Manual (Non-Electric) Toothbrushes By Britle Firmness, 2002 (Adults)
- Angled Handles Outpace Straight
- Angled or Straight? A Matter of Age…
- Table 5-14: Demographic Characteristics Favoring Use of Manual Toothbrushes by Handle Shape, 2002
- Oral-B Users Outnumber Colgate Users
- Table 5-15: Use of Manual (Non-Electric) Toothbrushes, by Brand, 2002 (Adults, in Thousands)
- Economics and Family Shape Brush Brand Use
- Table 5-16: Demographic Characteristics Favoring Use of Manual (Non-Electric) Toothbrhuses, by Brand, 2002
The Consumer: Electric Dental Appliances
- Upscale User-Profile Moderated by New Low-End Products
The Consumer: Floss
- Special Note on Simmons Data
- More Than 124 Million Americans Floss
- Flossers Skew Decidedly Upscale
- Table 5-17: Demographic Characteristics Favoring Use of Dental Floss (Adults)
- Heavy Flossers Are Most Common
- Table 5-18:Frequency of Use of Dental Floss, 2001
- Frequency of Use Patterns Not Unique
- Table 5-19: Demographic Characteristics Favoring Use of Dental Floss By Frequency of Use, 2001
- Brand Sets, Too, Reflect the Educated and Affluent
- Table 5-20: Demographic Characteristics Favoring Use of Dental Floss By Brand, 2001
VI. Distribution And Retail
Distribution and Retail
- Distribution Via Standard Means
- Electric Appliances Sold Through Broader Range of Outlets
- Average Margins Boosted by Whiteners
- Margins on Brushes, Appliances, Floss Vary Greatly
- Assortment Too Rich in Niches
- Gums, Mints May Be Shelved in Oral Care Aisle
- Some Rack-Jobbing of Gums and Candies
VII. Looking Ahead: Trends And Opportunities
Trends & Opportunities
- Players Must Act Before Oral Care Market Shows Its Maturity
- Marketers Should Target Hot Product Segments - Now
- Co-Branding and Regimen Lines to be Stronge Trends
- Vanity, Portability, Fun to Shape Innovation
Appendix I: Addresses Of Selected Marketers
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