DUBLIN, Ireland–(EMWNews)–Research and Markets (http://www.researchandmarkets.com/research/dce3ad/oral_care_in_the_u)

has announced the addition of the “Oral Care in the United States 2008”

report to their offering.

Slow growth characterizes the oral care category, yet within this mature

space, certain segments have experienced rapid gains while others have

faded. This shows that the sector is, in fact, dynamic and holds

considerable opportunities.

Readers of this report will learn:

– Which segments are over- and under-performing and why

– The importance and influence of gender and ethnicity in the purchase

of oral care products

– Important trends influencing the oral care market and consumer behavior

– The role of innovation in creating sales and consumer demand

– Segments ripe for future growth

Key Topics Covered:

Scope and Themes

Executive Summary

Slow growth overall, but dynamic segments

Considerable opportunity exists

Oral care and life care

Products for children

Specialized products

Snapshot of retail sector

Americans want white teeth

Colgate and Crest rule

Whitening products are for the young and women

Other interesting findings

Introducing new products

Looking ahead

Market Size and Forecast

Private label erodes sales growth

Innovation that catches a trend is the key

Wal-Mart sales

Segment Performance

Mouthwash steals market share from tooth whitening/bleaching

Manual toothbrushes gain at the expense of power toothbrushes

Segment Performance – Toothpaste

Mass merchandisers hurt the segmen

Innovations breathe new life and increase profits

Segment Performance – Mouthwash/Dental Rinse

Whitening claims result in significant sales increases

Future growth is likely

Segment Performance – Manual Toothbrushes

Surviving the power toothbrush onslaught

Innovations satisfy holdouts, increase profits

Segment Performance – Dental Accessories and

Tools

Diverse products appeal to niche demographics

Fears of gum disease, aging bode well for segment

Segment Performance – Tooth Bleaching and

Whitening

Tooth-whitening and bleaching products temporarily lost their shine

Innovations win back consumers

Competitive Context

Dental care without dentists

Do it yourself

Retail Channels

Poor merchandise selection slows sales

An alternative view

Stop & Shop cuts prices to compete

Retail distribution – a wider context

Retail Channels – Drug Stores

The right products at the right time

The next big thing

Drug store sales

Market Drivers

Poor brushing habits translate into market opportunities

Millions can’t afford to see a dentist

The never-ending quest for white teeth

Tobacco, wine, and coffee discolor teeth and drive demand for products

The American diet causes cavities

A perfect storm: illness, age, and bad breath

Leading Companies

Aquafresh extensions propel growth

Chattem scores with ACT

Grinding is good for U.S. DenTek

Brand Share – Toothpaste

P&G hits a home run with two brands

GlaxoSmithKline also cashes in on the whitening craze

Manufacturer and brand sales

Brand Share – Mouthwash/Dental Rinse

ACT gets acquired

Crest Mouthwash a bright spot in a lackluster portfolio

Manufacturer and brand sales

Brand Share – Manual Toothbrushes

Dr. Seuss does it for Aquafresh

Private label increasingly appeals

Manufacturer and brand sales

Brand Share – Dental Accessories/Tools

DenTek stops grinding

A Crest spin-off succeeds

Manufacturer and brand sales

Brand Share – Tooth Bleaching and Whitening

Aquafresh whitening kit delivers results

Listerine Whitening Strips: the right product at the right time

Consumers grab up less expensive alternatives

Manufacturer and brand sales

Brand Qualities

Trust and efficacy are universal and requisite qualities

Aquafresh promises a happy life

Crest gets clinical

Innovation and Innovators

Whiteners

Toothbrushes

Toothpastes

Other products

Innovative approaches

Advertising and Promotion

Market share and adspend

Spends shifting online

TV commercials’

Self-confidence

Fear

Technology

Celebrities

Adult Toothpaste Usage and Rationales

Almost everyone uses toothpaste

Paste is popular

Reasons for purchasing toothpaste

Usage of Toothbrushes

Over eight in ten use a manual toothbrush…

Usage and Reasons for Using Mouthwash

A segment with room for growth

Reasons for purchasing mouthwash

Whitening Product Usage and Attitudes

Purchase of whitening products

Oral Care Purchasing Insights, Concern and Perceptions

Women are more open-minded towards new products

Women are more concerned about oral health and appearance

Oral care concerns

Attitudes towards oral care issues

Teen Toothbrush, Toothpaste and Mouthwash Usage

Usage and attitudes of toothpaste

Usage of and attitudes toward manual toothbrushes

Usage of and attitudes toward mouthwash/dental rinse

Teeth whitener penetration is low with teens

Attitudes and Concerns Towards Children’s

Oral Care

Brand Usage

Toothpaste: Colgate and Crest the two most popular brands

Toothbrushes: most popular brands

Mouthwash: Listerine is the most popular brand

Tooth whiteners: most popular brands

Race and Ethnicity

Usage of toothpaste by race and Hispanic origin

Type of toothpaste used

Brand of toothpaste used

Use of mouthwash by ethnicity

Appendix: Simmons Cohort Analysis

Usage of toothpaste by cohorts

Use of power toothbrushes

Appendix: Segment Performance

Dental floss

Oral pain relief

For more information visit http://www.researchandmarkets.com/research/dce3ad/oral_care_in_the_u

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