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Oral Care - US - July 2010

An economizing mindset among some consumers has been sufficient to keep sales growth in check over the last three years in the oral care products category. In this environment, competition has only become more intense. A handful of successful new product launches have won market share, but have failed to ignite overall category growth. Some product segments have grown by helping consumers avoid an expensive trip to the dentist’s office, while other less essential segments have declined.

This report provides a thorough analysis of the changing oral care category, including insight into the following:

  • The slowdown in overall new product activity, a closer look at recent successful launches and examples of innovative niche products
  • The steady rise of private label products, stronger in some segments than others
  • Sales results and market share shifts in each segment of the category
  • Strategic profiles of leading oral care companies and influential brands
  • Insights and ideas for growing sales in a highly competitive marketplace
  • Mintel’s exclusive consumer research on the shifting behaviors and attitudes of oral care consumers.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance: three years of no growth
                        • Oral care consumers have trimmed back on category expenditures
                          • Segments with distinctive, unique benefits hold steady in recession
                            • Private label becoming a more significant factor
                              • New product activity dips in 2009
                                • A variety of channels compete, FDM remains dominant
                                  • P&G continues to lead across segments
                                    • Colgate and GSK make small gains with individual new products
                                      • Burt’s Bees may reinvigorate natural oral care
                                        • Consumer research findings
                                        • Insights and Opportunities

                                          • Making natural work
                                            • Toothbrush ready for reinvention?
                                              • In a world of multi-benefit products, could single benefits stand out?
                                              • Inspire Insights

                                                • Trend: Purity
                                                  • What it’s about
                                                    • What we’ve seen
                                                      • What it means for oral care
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Three years of no growth
                                                            • Wins and losses
                                                              • Sales and forecast of market
                                                                • Figure 1: U.S. FDMx sales and forecast of oral care products, at current prices, 2005-15
                                                                • Figure 2: U.S. FDMx sales and forecast of oral care products, at inflation-adjusted prices, 2005-15
                                                              • Walmart sales
                                                              • Competitive Context

                                                                • Inter-category competition
                                                                  • Private label becoming a more significant factor
                                                                    • Gums and mints
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Segments with distinctive, unique benefits hold steady in recession
                                                                          • Sales of oral care products, by segment
                                                                            • Figure 3: Sales of oral care products, segmented by type, 2009 and 2010
                                                                        • Segment Performance—Toothpaste

                                                                          • Key points
                                                                            • Toothpaste sales hold steady
                                                                              • Toothpaste sales and forecast
                                                                                • Figure 4: FDMx sales and forecast of toothpaste, at current prices, 2005-15
                                                                            • Segment Performance—Mouthwash/Rinse

                                                                              • Key points
                                                                                • Multi-benefit products fail to ignite segment growth
                                                                                  • Mouthwash sales and forecast
                                                                                    • Figure 5: FDMx sales and forecast of mouthwash/rinse, at current prices, 2005-15
                                                                                • Segment Performance—Toothbrushes

                                                                                  • Key points
                                                                                    • Segment sales slip as some consumers cut back on brush replacement
                                                                                      • Toothbrushes sales and forecast
                                                                                        • Figure 6: FDMx sales and forecast of toothbrushes, at current prices, 2005-15
                                                                                    • Segment Performance—Floss/Accessories/Tools

                                                                                      • Key points
                                                                                        • Steady gains in tools and accessories drive segment
                                                                                          • Floss/accessories/tools sales and forecast
                                                                                            • Figure 7: FDMx sales and forecast of floss/accessories/tools, at current prices, 2005-15
                                                                                        • Segment Performance—Bleaching/Whitening Products

                                                                                          • Key points
                                                                                            • Sales ebb and flow on new product activity
                                                                                              • Bleaching/whitening products sales and forecast
                                                                                                • Figure 8: FDMx sales and forecast of bleaching/whitening products, at current prices, 2005-15
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • A variety of channels compete, FDM remains dominant
                                                                                                  • Oral care sales at FDMx, by channel
                                                                                                    • Figure 9: FDMx sales of oral care products, by retail channel, 2009 and 2010
                                                                                                • Retail Channels—Food Stores

                                                                                                  • Key points
                                                                                                    • Food stores losing share
                                                                                                      • Natural and organic could represent opportunity
                                                                                                        • Oral care products sales in food stores
                                                                                                          • Figure 10: U.S. food store sales of oral care products, at current prices, 2005-10
                                                                                                      • Retail Channels—Other FDMx

                                                                                                        • Key points
                                                                                                          • Drug and mass channels compete aggressively
                                                                                                            • Oral care products sales in other FDMx channels
                                                                                                              • Figure 11: U.S. other FDMx store sales of oral care products, at current prices, 2005-10
                                                                                                          • Market Drivers

                                                                                                            • Key points
                                                                                                              • Money-saving mentality blunts category growth
                                                                                                                • Figure 12: Oral care cost-cutting measures, 2009 and 2010
                                                                                                              • Continued growth of Hispanic population a positive driver for oral care
                                                                                                                • Figure 13: U.S. Hispanic population, by age, 2005-15
                                                                                                              • Number of households with kids declines
                                                                                                                • Figure 14: Households, by presence of children, 1999-2009
                                                                                                              • New product activity trails off
                                                                                                                • Figure 15: Number of U.S. oral care new product launches, by segment, 2005-10
                                                                                                            • Leading Companies

                                                                                                              • Key points
                                                                                                                • P&G continues to lead across segments
                                                                                                                  • Colgate and GSK make small gains with individual new products
                                                                                                                    • Private label continues to creep up
                                                                                                                      • Manufacturer sales of oral care products
                                                                                                                        • Figure 16: Select manufacturer FDMx sales of oral care products in the U.S., 2009 and 2010
                                                                                                                    • Brand Share—Toothpaste

                                                                                                                      • Key points
                                                                                                                        • Number three GSK scores with iso-active formulas
                                                                                                                          • Colgate continues to expand its portfolio
                                                                                                                            • P&G aligns pastes with other oral care segments
                                                                                                                              • Manufacturer and brand sales of toothpaste
                                                                                                                                • Figure 17: Select FDMx brand sales and market share of toothpaste in the U.S., 2009 and 2010
                                                                                                                            • Brand Share—Mouthwash/Rinse

                                                                                                                              • Key points
                                                                                                                                • Multi-benefits drive share
                                                                                                                                  • P&G’s Scope Outlast promises longer lasting fresh breath
                                                                                                                                    • Manufacturer and brand sales of mouthwash/rinse
                                                                                                                                      • Figure 18: Select FDMx brand sales and market share of mouthwash/rinse in the U.S., 2009 and 2010
                                                                                                                                  • Brand Share—Toothbrushes

                                                                                                                                    • Key points
                                                                                                                                      • Wisp helps Colgate gain ground with fresh design and new benefits
                                                                                                                                        • Manufacturer and brand sales of toothbrushes
                                                                                                                                          • Figure 19: Select FDMx brand sales and market share of toothbrushes in the U.S., 2009 and 2010
                                                                                                                                      • Brand Share—Floss/Accessories/Tools

                                                                                                                                        • Key points
                                                                                                                                          • P&G’s scale achieved through acquisition, synergistic marketing
                                                                                                                                            • Private label accessories and tools continue to grow
                                                                                                                                              • Manufacturer and brand sales of floss/accessories/tools
                                                                                                                                                • Figure 20: Select FDMx brand sales and market share of floss/accessories/tools in the U.S., 2009 and 2010
                                                                                                                                            • Brand Share—Bleaching/Whitening Products

                                                                                                                                              • Key points
                                                                                                                                                • Premium products gain share, boost segment
                                                                                                                                                  • P&G restages whitening under 3D White identity
                                                                                                                                                    • Manufacturer and brand sales of bleaching/whitening products
                                                                                                                                                      • Figure 21: Select FDMx brand sales and market share of bleaching/whitening products in the U.S., 2009 and 2010
                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                    • New product activity dips in 2009
                                                                                                                                                      • Figure 22: Number of U.S. oral care new product launches, by segment, 2005-10
                                                                                                                                                    • Breath freshening tops claim list, followed closely by whitening
                                                                                                                                                      • Figure 23: Share of U.S. oral care new product claims, by type, 2005-10
                                                                                                                                                    • Natural toothpaste
                                                                                                                                                      • Iso-active toothpastes from GSK
                                                                                                                                                        • Colgate goes pro
                                                                                                                                                          • Scope Outlast
                                                                                                                                                            • Other innovations
                                                                                                                                                              • Toothpaste
                                                                                                                                                                • Mouthwash
                                                                                                                                                                  • Toothbrushes
                                                                                                                                                                    • Dental ancillaries
                                                                                                                                                                    • Brands and Marketing Strategies

                                                                                                                                                                      • Crest brand expansion
                                                                                                                                                                          • Figure 24: Crest Pro-Health Sensitive Shield television ad, 2009
                                                                                                                                                                          • Figure 25: Crest Plus Scope television ad, 2009
                                                                                                                                                                          • Figure 26: Crest 3-D White television ad, 2009
                                                                                                                                                                        • Sensodyne wins with sensitivity
                                                                                                                                                                          • Figure 27: Sensodyne Iso-Active television ad, 2010
                                                                                                                                                                        • Listerine expands, slips
                                                                                                                                                                          • Figure 28: Listerine television ad, 2010
                                                                                                                                                                      • Usage Snapshot

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Oral care products widely used overall, whitening gaining ground
                                                                                                                                                                            • Women more likely to use whitening products and floss
                                                                                                                                                                              • Figure 29: Types of oral care products used, by gender, April 2010
                                                                                                                                                                            • Young adults a prime target for whitening products
                                                                                                                                                                              • Figure 30: Types of oral care products used, by age, April 2010
                                                                                                                                                                            • Respondents in bigger households use more products
                                                                                                                                                                              • Figure 31: Types of oral care products used, by number of people in household, April 2010
                                                                                                                                                                            • Women more likely to be primary purchasers
                                                                                                                                                                              • Figure 32: Responsibility in household for purchasing oral care products, by gender, April 2010
                                                                                                                                                                          • Toothpaste Forms, Types, Brands, and Purchase Dynamics

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Paste remains most popular form
                                                                                                                                                                                • Figure 33: Forms of toothpaste used, November 2008-December 2009
                                                                                                                                                                              • Whitening toothpaste most popular among women and young adults
                                                                                                                                                                                • Figure 34: Types of toothpaste used, by gender, November 2008-December 2009
                                                                                                                                                                                • Figure 35: Types of toothpaste used, by age, November 2008-December 2009
                                                                                                                                                                              • Colgate holds off Crest, especially among younger adults
                                                                                                                                                                                • Figure 36: Brands of toothpaste used, by age, November 2008-December 2009
                                                                                                                                                                              • Toothpaste users, especially older ones, moderately brand loyal
                                                                                                                                                                                • Figure 37: Toothpaste brand decisions, by age, April 2010
                                                                                                                                                                              • Cavity prevention tops long list of expected benefits
                                                                                                                                                                                • Figure 38: Factors influencing toothpaste purchase, by gender, April 2010
                                                                                                                                                                              • Younger toothpaste shoppers look for more benefits
                                                                                                                                                                                • Figure 39: Factors influencing toothpaste purchase, by age, April 2010
                                                                                                                                                                              • Differentiation hard to come by in crowded toothpaste aisle
                                                                                                                                                                                • Figure 40: Attitudes concerning toothpaste, by gender, April 2010
                                                                                                                                                                            • Mouthwash Brands, and Purchase Dynamics

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Listerine varieties lead mouthwash brands
                                                                                                                                                                                  • Figure 41: Brands of mouthwash used, by age, November 2008-December 2009
                                                                                                                                                                                • Mouthwash users moderately brand loyal
                                                                                                                                                                                  • Figure 42: Mouthwash brand decisions, by gender, April 2010
                                                                                                                                                                                • Women more likely to seek out specialized mouthwashes
                                                                                                                                                                                  • Figure 43: Mouthwash product trial and interest, by gender, April 2010
                                                                                                                                                                                • Younger adults prefer condition-specific mouthwashes, like new products
                                                                                                                                                                                  • Figure 44: Mouthwash product trial and interest, by age, April 2010
                                                                                                                                                                                • Killing germs and fighting bad breath top long list of mouthwash benefits
                                                                                                                                                                                  • Figure 45: Factors influencing mouthwash purchase, by gender, April 2010
                                                                                                                                                                                  • Figure 46: Factors influencing mouthwash purchase, by age, April 2010
                                                                                                                                                                              • Dental Floss Brands and Loyalty

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Three brands lead, private label floss also makes strong showing
                                                                                                                                                                                    • Figure 47: Brands of dental floss used, by age, November 2008-December 2009
                                                                                                                                                                                  • Relatively weak brand loyalty in dental floss segment
                                                                                                                                                                                    • Figure 48: Dental floss brand decisions, by age, April 2010
                                                                                                                                                                                  • The majority of users prefers all-purpose floss
                                                                                                                                                                                    • Figure 49: Dental floss product trial and interest, by age, April 2010
                                                                                                                                                                                • Flavor

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Mint flavors signal fresh breath, enduring favorites in oral care
                                                                                                                                                                                      • Figure 50: Oral care flavor interest, April 2010
                                                                                                                                                                                  • Toothbrush Brands and Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Colgate and Oral-B top the list of manual toothbrushes
                                                                                                                                                                                        • Figure 51: Brands of manual toothbrushes used, by age, November 2008-December 2009
                                                                                                                                                                                      • Four major brands share most power toothbrush usage
                                                                                                                                                                                        • Figure 52: Brands of power toothbrushes used, by household income, November 2008-December 2009
                                                                                                                                                                                      • Building a better toothbrush
                                                                                                                                                                                        • Figure 53: Brands of power toothbrushes used, by age, November 2008-December 2009
                                                                                                                                                                                    • Whitening

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Whitening theme cuts across most segments of oral care category
                                                                                                                                                                                          • Dentists push regulations to hold on to whitening services
                                                                                                                                                                                            • Figure 54: Types of whitening products used, by gender, April 2010
                                                                                                                                                                                          • Young adults drive whitening market
                                                                                                                                                                                            • Figure 55: Types of whitening products used, by age, April 2010
                                                                                                                                                                                          • Whitening products skew to higher incomes
                                                                                                                                                                                            • Figure 56: Types of whitening products used, by household income, April 2010
                                                                                                                                                                                          • Crest dominates whitening
                                                                                                                                                                                            • Figure 57: Brands of tooth whiteners used, by gender, November 2008-December 2009
                                                                                                                                                                                          • Many find choice of whitening products overwhelming
                                                                                                                                                                                            • Figure 58: Reaction to the variety of whitening products available, by gender, April 2010
                                                                                                                                                                                        • Attitudes towards Oral Care

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Economizing mood remains a presence in the category
                                                                                                                                                                                              • Younger adults more likely to have made changes to save money
                                                                                                                                                                                                • Figure 59: Prevalence of economizing behaviors in oral care, by age, April 2010
                                                                                                                                                                                              • The majority see little difference in quality between major brands
                                                                                                                                                                                                • Considerable interest in natural and organic oral care products
                                                                                                                                                                                                  • Younger respondents more open to most types of marketing
                                                                                                                                                                                                    • Figure 60: Attitudes concerning various oral care products and promotions, by age, April 2010
                                                                                                                                                                                                  • Only moderate interest in narrowly targeted products
                                                                                                                                                                                                    • Figure 61: Interest in various targeted oral care products, by age, April 2010
                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                  • Hispanics are particularly strong oral care consumers
                                                                                                                                                                                                    • Mouthwash highly developed among black consumers
                                                                                                                                                                                                      • Figure 62: Types of oral care products used, by race/Hispanic origin, April 2010
                                                                                                                                                                                                    • Hispanics strongly prefer Colgate toothpaste
                                                                                                                                                                                                      • Figure 63: Brands of toothpaste used, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                                                    • Hispanics more likely to use whitening services
                                                                                                                                                                                                      • Figure 64: Types of whitening products used, by race/Hispanic origin, April 2010
                                                                                                                                                                                                    • Hispanics more likely to make money-saving changes
                                                                                                                                                                                                      • Figure 65: Prevalence of economizing behaviors in oral care, by race/Hispanic origin, April 2010
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Traditionalists
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Bargainers
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Improvers
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                          • Figure 66: Oral care clusters, April 2010
                                                                                                                                                                                                                          • Figure 67: Types of oral care products used, by oral care clusters, April 2010
                                                                                                                                                                                                                          • Figure 68: Prevalence of economizing behaviors in oral care, by oral care clusters, April 2010
                                                                                                                                                                                                                          • Figure 69: Attitudes concerning various oral care products and promotions, by oral care clusters, April 2010
                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                          • Figure 70: Oral care clusters, by gender, April 2010
                                                                                                                                                                                                                          • Figure 71: Oral care clusters, by age, April 2010
                                                                                                                                                                                                                          • Figure 72: Oral care clusters, by household income, April 2010
                                                                                                                                                                                                                          • Figure 73: Oral care clusters, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                                                          • Young men show interest in whitening
                                                                                                                                                                                                                            • Figure 74: Types of oral care products used, by gender and age, April 2010
                                                                                                                                                                                                                          • Young men show distinct oral care preferences
                                                                                                                                                                                                                              • Figure 75: Attitudes concerning various oral care products and promotions, by gender and age, April 2010
                                                                                                                                                                                                                            • Both men and women with kids use more oral care products
                                                                                                                                                                                                                              • Figure 76: Types of oral care products used, by gender and presence of children, April 2010
                                                                                                                                                                                                                            • Both moms and dads involved in oral care
                                                                                                                                                                                                                                • Figure 77: Attitudes concerning various oral care products and promotions, by gender and presence of children, April 2010
                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                • Toothpaste
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 78: Brand map, selected brands of toothpaste, buying rate, by household penetration, 2009
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 79: Key purchase measures for the top brands of toothpaste, by household penetration, 2009
                                                                                                                                                                                                                                      • Mouthwash
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 80: Brand map, selected brands of mouthwash, buying rate, by household penetration, 2009
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 81: Key purchase measures for the top brands of mouthwash, by household penetration, 2009
                                                                                                                                                                                                                                            • Toothbrush/dental accessories
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—manual toothbrushes
                                                                                                                                                                                                                                                • Brand map—manual toothbrushes
                                                                                                                                                                                                                                                  • Figure 82: Brand map, selected brands of manual toothbrushes, buying rate, by household penetration, 2009
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 83: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 2009
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—dental floss
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 84: Brand map, selected brands of dental floss, buying rate, by household penetration, 2009
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 85: Key purchase measures for the top brands of dental floss, by household penetration, 2009*
                                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                      • Types of oral care products used
                                                                                                                                                                                                                                                        • Figure 86: Types of oral care products used, by household income, April 2010
                                                                                                                                                                                                                                                      • Toothpaste
                                                                                                                                                                                                                                                        • Figure 87: Types of toothpaste used, by household income, November 2008-December 2009
                                                                                                                                                                                                                                                        • Figure 88: Brands of toothpaste used, by household income, November 2008-December 2009
                                                                                                                                                                                                                                                      • Mouthwash
                                                                                                                                                                                                                                                        • Figure 89: Brands of mouthwash used, by gender, November 2008-December 2009
                                                                                                                                                                                                                                                      • Dental floss
                                                                                                                                                                                                                                                        • Figure 90: Brands of dental floss used, by gender, November 2008-December 2009
                                                                                                                                                                                                                                                        • Figure 91: Brands of dental floss used, by household income, November 2008-December 2009
                                                                                                                                                                                                                                                      • Tooth whiteners
                                                                                                                                                                                                                                                        • Figure 92: Brands of tooth whiteners used, by age, November 2008-December 2009
                                                                                                                                                                                                                                                        • Figure 93: Brands of tooth whiteners used, by household income, November 2008-December 2009
                                                                                                                                                                                                                                                      • Economizing behaviors
                                                                                                                                                                                                                                                        • Figure 94: Prevalence of economizing behaviors in oral care, by gender, April 2010
                                                                                                                                                                                                                                                        • Figure 95: Prevalence of economizing behaviors in oral care, by household income, April 2010
                                                                                                                                                                                                                                                      • Attitudes towards oral care
                                                                                                                                                                                                                                                        • Figure 96: Attitudes towards oral care products, by gender, April 2010
                                                                                                                                                                                                                                                        • Figure 97: Attitudes towards oral care products, by household income, April 2010
                                                                                                                                                                                                                                                        • Figure 98: Interest in various targeted oral care products, by gender, April 2010
                                                                                                                                                                                                                                                    • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                        • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Academy of Cosmetic Dentistry (AACD)
                                                                                                                                                                                                                                                          • American Academy of Periodontology (AAP)
                                                                                                                                                                                                                                                          • Burt's Bees Inc.
                                                                                                                                                                                                                                                          • Chattem, Inc.
                                                                                                                                                                                                                                                          • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                          • Colgate-Palmolive Company
                                                                                                                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Federal Trade Commission
                                                                                                                                                                                                                                                          • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                                          • GlaxoSmithKline Plc
                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                          • Häagen-Dazs
                                                                                                                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                                                          Oral Care - US - July 2010

                                                                                                                                                                                                                                                          £3,277.28 (Excl.Tax)