Taking it to-go

Portable oral care continues to experience strong growth and, if prior sales periods are any indication of what’s ahead, the segment will likely continue to flourish.

Sales of portable oral care for the 52 weeks ended Aug. 7 at food, drug and mass (excluding Walmart) experienced double-digit growth, climbing 43% to $13.2 million, according to SymphonyIRI Group.

Taking the lead, according to SymphonyIRI data, is GlaxoSmithKline’s Biotene, which is designed to treat dry mouth. The strong growth isn’t surprising given that, as Americans age and take more medications, oral health conditions also will rise. Studies have shown that up to 400 medications — prescriptions and OTCs — can contribute to dry mouth or xerostomia. A symptom of xerostomia is bad breath.

GlaxoSmithKline estimated that 1-out-of-4 people suffer from dry mouth. “The challenge in growing the [oral care] category is in helping consumers connect with the products that provide the best solutions for them to manage their own oral health and that of their families,” Janet Carter-Smith, VP corporate development for GSK, told Drug Store News in an earlier interview.

Biotene cleans, refreshes and relieves oral irritations associated with dry mouth, Carter-Smith added.


 The article above is part of the DSN Category Review Series. For the complete Oral Care Buy-In Report, including extensive charts, data and more analysis, click here.

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