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The U.S. Market for Oral Care Products, 7th Edition
April 1, 2009
Toothpaste, 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 is
possible by 2014.
Marketers have proven that this mature industry can still show growth. Americans
already brush their teeth, and most gargle or pop breath mints, and yet pure innovation
and outside-the-box positionings have sparked one profitable oral care fad after
another. However, in 2009, sales of the once wildly popular $5 battery-operated
toothbrush, of dissolvable breath strips, and of many dedicated whiteners, have long
since faded.
What are the oral care market’s new dollar-drivers? What are the latest flashy strategies
to lift brands out of the funk of market maturity? And will consumer oral care thrive or
nosedive during these economic hard times? ...Packaged Facts’ new edition of The
U.S. Market for Oral Care Products, 7th Edition is a manual for success — featured are
detailed past and future sales estimates, IRI brand share data, extensive Simmons
demographic profiles, and our usual insightful analysis. Also, the gameplans of Procter
& Gamble, Colgate-Palmolive, Johnson & Johnson, and others are examined in depth.
Table of Contents
Chapter 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

2. 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 Dentist
Chapter 2: The Overall Market
Highlights
Introduction
Market Parameters
Glossary of Terms Used
Carbon Footprint
Cariology
Cosmeceutical
Direct
Ethnic
Fair Trade
Green
HBC

3. 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)
Methodology
The 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 Together
Regulation 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 Standards
Overall 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

4. 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 Infections
Projected 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
Highlights
Trends 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

5. 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 Opportunities
Chapter 4: The Dental Preparations Category: Tooth Cleaners/Whiteners/Denture
Products/Pain Remedies
Highlights
The 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

6. 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 Care
Category 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

7. Licensing Still Key to Success in Kids’ Tooth Cleaner Segment
Health Savvy, Modern Dentistry Hurt Sales of Denture Products, Pain Remedies
Projected 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, 2009
Dental 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

8. 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 Brands
Consumer 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 Sources
Consumer Promotions
Couponing
A Charitable Tie-In
An Educational Program
Contests and Sweepstakes
Chapter 5: The Breath Control Category:
Gum/Mouthwash/Breath Fresheners
Highlights
The 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

9. Essential Oils
Flavors
Plaque Fighters
Sweeteners
Whiteners
Breath Freshener Types
Gums, Candies Subject to FDA Rules
Category 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 Influential
Projected 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

10. 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, 2009
Breath 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

11. 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 Watching
Consumer 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 Sources
Consumer Promotions
Couponing
A Monthly Sweepstakes
A Rebate for Eight Samples
Fixing Disfigured Smiles
Chapter 6: The Implements and Appliances Category: Toothbrushes/Electric
Appliances/Tools and Accessories/Floss
Highlights
The 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 Tools
Category 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)

12. 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
Findings
Projected 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

13. Table 6-8: Leading Marketers of Oral Care Implements/Appliances (Manual
Toothbrushes, Electric Appliances, Floss, Tools and Accessories), and Their
Representative Brands, 2009
Marketer 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 Lights
Consumer 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 Sources
Consumer Promotions
Couponing
Dear Elecric Toothbrush Exec; Try Mobile for Coupon Delivery

14. February is National Children’s Dental Health Month
A Benefit for the Special Olympics — and Operation Smile
Chapter 7: The Competitive Situation
Highlights
Brief 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 Profiled
Competitive 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 Brands
Competitive 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 Brands
Competitive 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 Realm
Competitive 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

15. P&G the Original Global Packaged Goods Marketer
The Ocado Experiment
Competitive 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 Products
Three Oral Care Marketers to Watch
Two Specialists and a Chaebol
Kiss My Face Corporation
Lotte Holdings Co., Ltd./Lotte Confectionery Co., Ltd
Violight, Inc.
Chapter 8: Distribution & Retail
Highlights
Distribution 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 Demos
Retailer 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 Ops
Retailer 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 360
Chapter 9: The Consumer
Highlights
About Simmons Data
What They Are…
...And How to Use Them
The Survey’s Overall Gauge
Marketing Regions Defined
Northeast
East Central
West Central
Southeast

16. 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 Dentist
The 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

17. 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

18. 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 Marketers
Available immediately for Online Download at
http://www.marketresearch.com/product/display.asp?productid=2041110
US: 800.298.5699
UK +44.207.256.3920
Int'l: +1.240.747.3093
Fax: 240.747.3004