The expansive oral care market continues to swell as manufacturers further develop toothpastes that promise to provide specific results.
According to SymphonyIRI Group, toothpaste sales for the 52 weeks ended Aug. 7 at food, drug and mass (excluding Walmart) rose nearly 5% to $1.35 billion. Those toothpastes that experienced the greatest growth were those that touted such benefits as whitening and easing tooth sensitivity.
“Shoppers are moving from the value segment to premium products that can help keep themselves and their families healthier,” Janet Carter-Smith, VP corporate development for GlaxoSmithKline, told Drug Store News in an earlier interview. “Products that provide added benefits are important to consumers as these segments are driving growth in the oral care category. For example, while the toothpaste segment has seen very modest growth, products that provide therapeutic and sensitivity benefits, such as Sensodyne and Pronamel, have experienced double-digit gains.” GSK estimates that 66 million people suffer from sensitive teeth.
During Colgate-Palmolive’s second- quarter conference call in late July, executives discussed the introduction of Colgate Optic White toothpaste and toothbrush in the third quarter. Describing it as “a breakthrough” in the whitening category, Bina Thompson, SVP investor relations, told analysts, “Colgate Optic White toothpaste contains the same whitening ingredient as whitening strips for whiter teeth in one week.”
Colgate Optic White toothpaste and toothbrush are being supported by an integrated marketing campaign, including both direct in-store and out-of-store support. The company also is excited for the launch of Colgate Sensitive Pro-Relief, Thompson added. In addition, Colgate continues to work on a consumer version of an instant-relief sensitivity product like the arginine product it makes for dental offices.
During its fourth-quarter conference call in early August, Procter & Gamble stated that Crest 3D continues to be a key contributor to growth, increasing its share to nearly 9% of the U.S. oral care market.
“Crest 3D White [was] rated the most successful new product launch in the United States last year by SymphonyIRI in terms of one-year sales; 3D White is one of the key reasons we’ve been able to expand our market share leadership in the United States toothpaste category,” Robert McDonald, P&G chairman, CEO and president, told analysts.
Earlier this year, P&G announced the expansion of its Crest Pro-Health portfolio with the new Clinical Gum Protection Invigorating Clean Mint toothpaste and Invigorating Clean Multi-Protection rinse.
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.