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Whitening, enamel strengthening provide boost

BY Antoinette Alexander

Oral care is a mature market, but luckily for toothpaste it is a regular part of consumer’s daily personal hygiene routine. That’s not to say, however, that consumers don’t desire a little something extra in that tube.

(For the full report, including charts, click here.)

Because toothpaste is a regular part of personal hygiene habits, sales typically stay on the upswing, as evidenced by the latest sales data from IRI. According to IRI, sales of toothpaste rose nearly 3% for the 52 weeks ended Aug. 10 at U.S. multi-outlets.

Driving much of the growth continues to be those products that offer regimens and added benefits — such as tooth sensitivity relief, enamel strengthening and whitening.

For example, Procter & Gamble’s Crest has been successful with its Crest 3D White oral care regimen. The regimen was launched in the United States, grew market share for 17 consecutive quarters, expanded worldwide and has become a $1 billion business, P&G’s chairman, president and CEO, A.G. Lafley, told analysts during its fourth-quarter conference call in August. Following up on the 3D White launch, P&G introduced Crest 3D White Luxe toothpaste and strips.

Now, P&G is looking to secure a foothold in the sensitivity franchise with its new Crest Sensi-Stop strips.

“We’re setting the brand and product innovation agenda in our industry. When we do this well, we build consumer preference for our brands, extend the level of product competitive advantage, build brand and product consumer preference accumulatively overtime, and capture a larger share of category value, profit and cash,” Lafley told analysts.

Looking to tap into consumers’ desire for toothpaste that delivers a value-add, Colgate has introduced Colgate Enamel Health.

According to Colgate, the enamel-strengthening segment is the fastest growing within the toothpaste category, as 54% of consumers are concerned about enamel. Furthermore, the formula comes in two types — whitening and sensitivity relief.

To support the launch, Colgate indicated that it has a robust, integrated marketing campaign planned — including television, print, public relations, professional, digital, social, mobile and in-store activities.

 

 

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Empowering children

BY Antoinette Alexander

STAMFORD, Conn. — Philips Sonicare is putting its power toothbrush into the hands of children — literally — with its Philips Sonicare for Kids, designed for little ones ages 4 years and older.

(For the full report, including charts, click here.)

To help instill confidence and promote healthy oral care habits, the rechargeable power toothbrush is equipped with kid-friendly features — like fun sounds and stickers — yet has the same patented sonic technology found in other Philips Sonicare toothbrushes. To encourage children to brush for the dentist-recommended time of two minutes, the toothbrush also features a timer.

Philips Sonicare for Kids launched earlier this year and has a suggested retail price of $49.99.

 

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Laying the foundation for healthy habits

BY Antoinette Alexander

When it comes to healthy oral care habits among children it can be, well, challenging. Just ask any parent.

(For the full report, including charts, click here.)

Setting up children for a lifetime of healthy oral care habits is critical, but there’s no doubt that it can be easier said than done. Either children don’t want to take the time to brush their teeth or, if they do, there’s a good chance they don’t brush for the dentist-recommended two minutes.

In fact, according to the American Academy of Pediatric Dentistry, tooth decay is the single-most common chronic childhood disease — five times more common than asthma, four times more common than early-childhood obesity and 20 times more common than diabetes.

Babies’ teeth are at risk for decay as soon as they first appear, which is usually around 6 months of age. This often is referred to as Baby Bottle Tooth Decay.

It is critical that children develop healthy oral care habits, and it is a point not going unnoticed by oral care companies as they work to bring both innovation and fun into the oral care aisle.

For example, Dr. Fresh is broadening its portfolio of Firefly toothbrushes for children with the new Firefly Star Wars Ready Go Brush developed to celebrate the forthcoming “Star Wars” movie and bring fun into the oral care aisle. There’s also a new Firefly Hello Kitty Ready Go Brush and Firefly Hello Kitty Anticavity Mouth Rinse. Both Firefly toothbrushes feature a timer to ensure children brush one minute on uppers and one minute on lowers.

Looking to bring not just innovation but gamification to the segment is Vigilant with its new Rainbow smart toothbrush for children, which uses an app to guide the brusher.

In addition, Baby Buddy has expanded its oral care line for children with a new 360 Toothbrush to brush teeth, tongue and gums simultaneously; all-natural wipes called Tooth Tissues; and Wipe-N-Brush to gently wipe and brush baby’s gums and teeth.

 

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