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Value-added toothpastes attract customers

BY Antoinette Alexander

The saturated oral care segment is benefiting — and is poised to continue to benefit — from toothpastes that promise to deliver value-added benefits.


Once again, those toothpastes that promise to offer such value-added benefits as relieving tooth sensitivity and whitening teeth experienced the greatest lift and, judging in part by the slew of new product launches, that trend will likely continue.


Slated to hit retail shelves in September is the new Rembrandt Gentle White toothpaste, which is geared toward people prone to canker sores. It is positioned as the category’s first whitening product focused on whitening without sodium lauryl sulfate, known to cause irritation, and helps strengthen tooth enamel to prevent daily acid wear, stated Johnson & Johnson Healthcare Products Division McNeil. Citing data from the National Institute of Dental and Craniofacial Research, the manufacturer stated that 19% of adults suffer from canker sores. The new Rembrandt Gentle White retails for $6.99.


Management at Colgate-Palmolive told analysts that they are “very pleased with the continued strong performance of Colgate Optic White toothpaste and are very excited about the launch this quarter of Colgate Optic White mouthwash.” According to SymphonyIRI, sales of Colgate’s 
Optic White toothpaste for the 52 weeks ended July 8 at food, drug and mass (excluding Walmart) totaled about $53 million. 


The company has also developed the new Colgate Optic White enamel white toothpaste, which fortifies enamel through mineralization while providing a whitening benefit. According to the manufacturer, the “bundle addresses a large segment of whitening users and nonusers who fear long-term enamel damage. Enamel variance grew 22% in 2011 and now represents almost 6% of the toothpaste market.”


Kiss My Face, a maker of natural beauty and personal care products, expanded its oral care product portfolio to include the new Triple Action Fluoride and Fluoride 
Free toothpastes.


Meanwhile, Tom’s of Maine has announced the return of its Propolis & Myrrh Gingermint baking soda toothpaste. First introduced in 1998, the toothpaste features a blend of ginger root oil layered with baking soda and peppermint with extracts of stevia for sweetness.


P&G’s Crest and Oral-B Pro-Health For Me, the first complete line of oral care products for tweens (children ages 8 and up), has launched a new electric toothbrush to address oral care issues affecting this specific age group, particularly those with braces. Oral-B Stages, designed for children ranging from 4 months to 7 years of age, has added a Disney favorite, “Jake and the Neverland Pirates,” to the 
product line.

 

 

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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Acquisitions show supplement potential

BY Michael Johnsen

Judging from the number of dietary supplement companies that are being snatched up by heavy-hitting suppliers in the over-the-counter space, the 5% uptick in supplement sales for the 52 weeks ended Aug. 12 is one trend that stands to continue. Sales across food, drug and mass (excluding Walmart) for that period totaled $1.5 billion, according to SymphonyIRI Group data. 


Procter & Gamble in March acquired New Chapter, and with that now fields a comprehensive line of supplements that goes well beyond the probiotic Align and the fiber supplement Metamucil it already owned. 


“Entering the vitamins, minerals and supplements category is consistent with P&G Personal Health Care’s growth goals and long-term vision — to become the largest, most profitable, most trusted company in consumer health care,” P&G spokeswoman Liz Ming told DSN. New Chapter is a well-known brand in the specialty channel, and P&G will look to maintain that channel dominance, Ming said. But that doesn’t preclude P&G from launching entirely new brand offerings in food, drug and mass. 


And last month, Church & Dwight announced its acquisition of gummy vitamin manufacturer Avid Health, which propels C&D into the gummy vitamin space in a big way under the Vitafusion and L’il Critters banners. 


Almost 60% of all children’s vitamins are sold in the gummy format, Jim Craigie, C&D chairman and CEO, told analysts on a conference call regarding the acquisition, but only 3% of adult vitamins are in gummy format. “There’s a significant opportunity to grow gummy form in adult vitamins and continue to grow the kid gummy-vitamin business,” he said. 


Growth in adult gummy offerings is another hot trend. Pharmavite earlier this summer launched a complete line of gummies. And both Pfizer under its Centrum brand and Bayer under One-A-Day recently launched additional gummy offerings.

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Q&A: Hi-tech health

BY Michael Johnsen

“Life…supplemented” last month launched a resource app for iPhones and iPads. DSN sat down with Judy Blatman, SVP communications for the Council for Responsible Nutrition, to get the details on the launch.


DSN: First, what is the new app? 


Judy Blatman: The mobile app, the WannaBeWell app … is a way for consumers to have access to wellness right at their fingertips. … For example, you can access our supplement resource center, which gives you [details on] supplements from A-Z. It also has some other interesting features, including some tips from our celebrity spokeswoman Nia Vardalos, as well as access to the supplement blog. 


DSN: What’s in it for retailers and suppliers?


Blatman: … Anecdotally, one of the reasons that consumers may not adhere to their supplement regimen is they don’t plan well enough in advance. This app has a restock reminder, and that’s something that should help. In addition, consumers who are in retail locations will have access to the Life…supplemented website, including our supplement resource center. … [Also], we’ll have widgets available that [third parties] can use on their websites.

For the full audio Q&A, click here.

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