Whitening products brighten segment

Crest 3D White
Whitestrips Advanced Seal

The oral care segment is a mature market — no doubt about it — but when it comes to tooth-whitening products, consumers have demonstrated that they will continue to snap up products that promise a brighter, whiter smile.

Going forward, the whitening segment is likely to continue to experience growth as consumers look for ways to help turn back the hands of time. Clearly, the skin care market has experienced this with solid sales of lotions and serums that promise to diminish fine lines and wrinkles, and the oral care segment is experiencing this with a continued rise in products that aim to bring the luster back to teeth.

Furthermore, manufacturers have seen an opportunity to drive growth in the oral care segment by encouraging consumers to use a regimen of products, such as Procter & Gamble with its Crest 3D White regimen.

According to SymphonyIRI 
Group, sales of tooth-whitening 
strips and bleaches have climbed 4.2% to $244 million for the 52 weeks ended Aug. 7 at food, drug and mass (excluding Walmart). Taking the No. 1 spot is P&G’s Crest 3D White White­strips Advanced Seal, which rose nearly 93% to $115.3 million.


 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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