Thursday, February 8, 2007

What's new in Dental Care?

The $7.5 billion U.S. oral care market is maturing, according to Packaged Facts. Growth will be sluggish over the next five years, with sales reaching just $8.9 billion by 2012.

Companies are trying to spark new revenue with new products: Hasbro is rolling out its battery-operated Tooth Tunes Musical Toothbrush ($9 retail price), to encourage better brushing by increasing the volume of a pop tune as pressure exerted on the brush increases. The high tech brush gives two minutes of music from artists such as Queen, The Cheetah Girls, Kelly Clarkson, and The Black Eyed Peas. The concept is to get the child to brush until the tune plays out.

Pfizer Inc. has an alcohol-free mouthwash that turns plaque blue. Called Listerine Agent Cool Blue Plaque-Detecting Rinse, it racked up $7.3 million in sales for 2006, which is a 1.3% share of the mouthwash category.

Growth should come in organic and premium-priced products, as well as rinses. This category will grow 25% in the gum/mouthwash/breath freshener category.

Many whiteners--once a surging segment in the oral care market--have not maintained continual growth, as folks who try them do not appear to adopt them, generally.

In March, Procter & Gamble Co. is coming out with Crest Whitestrips Daily Multicare. The $40 product, designed for daily use, consists of gel-coated strips for the upper and lower teeth and requires a five-minute time commitment.

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