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Oral Care - US - June 2012

The U.S. oral care market continues to feel the impact of the stagnant economy, growing modestly in 2011 with the expectation that this modest growth will continue into 2016. However, population growth from key users of oral care products—women, Boomers, and Hispanics and Blacks—should help the market steadily grow in the near term. This report focuses on these factors, and provides in-depth analysis of the following:

  • How the oral care market declined slightly in 2008 and 2009 until it began to recover in 2010 and 2011 as the economy rebounded, and what the contributing factors were in that recovery
  • How the toothpaste, mouthwash, and tools/accessories segments will mainly drive growth in the coming years as oral care buyers demand more from the products they buy—even within a single product—such as whitening, enamel strengthening, and plaque prevention
  • How cosmetic concerns drive sales in the market and how brands across segments have incorporated whitening into their formulations
  • How mass merchandisers leverage one-stop shopping and value to outsell supermarket and drug store chains
  • The marketing strategies of leading whitening toothpaste brands and their increasing reliance on internet advertising alongside traditional media
  • Innovations in the market and the level of potential for consumers to adopt them

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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
                  • Executive Summary

                      • The market
                        • Figure 1: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2006-16
                      • Market factors
                        • Older age segments to drive sales in the coming years
                          • Figure 2: Any concern over health of teeth and gums, by age, October 2010-November 2011
                        • Women more likely than men to use range of oral health products
                          • Figure 3: Use of oral care products, by gender, February 2012
                        • Economic woes stall growth
                          • Demand for whitening products helps drive market growth
                            • Figure 4: Trial of tooth whitening products, by gender, February 2012
                          • Oral health/general health connection could stimulate sales
                            • Hispanics, blacks report more concern about oral health issues
                              • Figure 5: Any concern over select oral care issues, by race/Hispanic origin, February 2012
                            • Retail channels
                              • Key players
                                • Figure 6: Manufacturer FDMx sales of oral care products in the U.S., 2010 and 2011
                              • The oral care consumer
                                • Figure 7: Any concern over select oral care issues, by gender, February 2012
                              • What we think
                              • Issues in the Market

                                  • To what extent will an aging population impact growth in the oral care market?
                                    • To what extent will teeth whitening play a role in the oral care market?
                                      • How are oral care routines changing and what does that mean for the market as a whole?
                                      • Insights and Opportunities

                                        • Forwarding the oral health/general health link
                                          • More ergonomic products for the growing Boomer/senior population
                                            • Emphasis on kid’s oral health
                                              • Adding innovative products to the oral care routine
                                                • Co-branding with gum and mint makers for a new oral health category
                                                • Inspire Insights

                                                    • Trend: Hungry Planet
                                                      • Trend: Life Coaching
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Older consumers, women most likely to be concerned about oral health
                                                            • Economic challenges negatively impact larger growth margins
                                                              • Brighter smiles, general health will help drive future sales
                                                                • Sales and forecast of oral care products
                                                                  • Figure 8: Total U.S. retail sales and forecast of oral care market, at current prices, 2006-16
                                                                  • Figure 9: Total U.S. retail sales and forecast of oral care market, at inflation-adjusted prices, 2006-16
                                                                • Fan chart forecast
                                                                    • Figure 10: Total U.S. retail sales and fan chart forecast of oral care, at current prices, 2006-16
                                                                  • Walmart sales
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Population increases in older age groups set to push further growth
                                                                        • Figure 11: Concern over health of teeth and gums, by age, October 2010-November 2011
                                                                        • Figure 12: Population, by age, 2006-16
                                                                      • Encouraging oral health at a young age
                                                                        • Women more likely to use a range of oral care products than men
                                                                          • Figure 13: U.S. female population, by age, 2006-16
                                                                          • Figure 14: Use of oral care products, by gender, February 2012
                                                                        • High unemployment, fluctuating consumer confidence decelerate growth
                                                                            • Figure 15: Unemployment, January 2007-March 2012
                                                                            • Figure 16: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
                                                                          • Cosmetic concerns; link between oral and overall health also drive sales
                                                                            • Demand for whiter teeth
                                                                              • Figure 17: Trial of tooth whitening products, February 2012
                                                                            • Oral health can influence general health
                                                                              • Blacks, Hispanics often have limited access to professional dental care
                                                                                • Figure 18: Level of concern over select oral care issues, by race/Hispanic origin, February 2012
                                                                                • Figure 19: Population, by race and Hispanic origin, 2006-16
                                                                            • Competitive Context

                                                                              • Private label competes on value during a down economy
                                                                                • Natural products are a niche market, but sales are growing
                                                                                  • Professional procedures are costly and compete with OTC oral care
                                                                                    • Chewing gums, probiotic mints promise oral care results
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Toothpaste accounts for more than a third of the market
                                                                                          • Economic recovery to spur sales of mouthwash, accessories, whiteners
                                                                                            • Sales of oral care products by segment
                                                                                              • Figure 20: Sales of oral care products, segmented, by type, 2010 and 2011
                                                                                          • Segment Performance—Toothpaste

                                                                                            • Key points
                                                                                              • Toothpaste penetration high, but added benefits can help grow sales
                                                                                                • Sales and forecast of toothpaste
                                                                                                  • Figure 21: Sales and forecast of Toothpaste, at current prices, 2006-16
                                                                                              • Segment Performance—Mouthwash/Rinses

                                                                                                • Key points
                                                                                                  • Mouthwash sales to grow as manufacturers provide “total care”
                                                                                                    • Sales and forecast of mouthwash/rinses
                                                                                                      • Figure 22: Sales and forecast of mouthwash/rinses, at current prices, 2006-16
                                                                                                  • Segment Performance—Toothbrushes

                                                                                                    • Key points
                                                                                                      • Toothbrush sales expected to decline into 2016
                                                                                                        • Sales and forecast of toothbrushes
                                                                                                          • Figure 23: Sales and forecast of toothbrushes, at current prices, 2006-16
                                                                                                      • Segment Performance—Floss/Accessories/Tools

                                                                                                        • Key points
                                                                                                          • Floss/accessories/tools benefit from innovation
                                                                                                            • Sales and forecast of floss/accessories/tools
                                                                                                              • Figure 24: Sales and forecast of floss/accessories/tools, at current prices, 2006-16
                                                                                                          • Segment Performance—Bleaching/Whitening Kits

                                                                                                            • Key points
                                                                                                              • Cosmetic concerns drive growth, but other products set to compete
                                                                                                                • Sales and forecast of bleaching/whitening kits
                                                                                                                  • Figure 25: Sales and forecast of bleaching/whitening kits, at current prices, 2006-16
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Supermarkets, drug stores struggle to compete with mass merchandisers, club stores, and other retailers
                                                                                                                    • Sales of oral care products, by channel
                                                                                                                      • Figure 26: U.S. retail sales of oral care products, by channel, 2010 and 2011
                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Supermarkets are convenient, but cannot compete with mass pricing
                                                                                                                        • Supermarket sales of oral care products
                                                                                                                          • Figure 27: U.S. supermarket sales of oral care products, at current prices, 2006-11
                                                                                                                      • Retail Channels—Drug Stores

                                                                                                                        • Key points
                                                                                                                          • Drug channel drops 10.4% in 2011; store brands could turn around sales
                                                                                                                            • Drug store sales of oral care products
                                                                                                                              • Figure 28: U.S. drug store sales of oral care products, at current prices, 2006-11
                                                                                                                          • Retail Channels—Other Retailers

                                                                                                                            • Key points
                                                                                                                              • Mass merchandisers/club stores offer unparalleled value
                                                                                                                                • Other retail channel sales of oral care products
                                                                                                                                  • Figure 29: Other retail channel sales of oral care products, at current prices, 2006-11
                                                                                                                              • Natural Channel Marketplace

                                                                                                                                • Key points
                                                                                                                                  • Sales growth strong in natural grocery channel
                                                                                                                                    • Sales of oral care in the natural channel
                                                                                                                                      • Figure 30: Natural supermarket sales of oral care at current prices, 2009-11
                                                                                                                                      • Figure 31: Natural supermarket sales of oral care, at inflation-adjusted prices, 2009-11
                                                                                                                                    • Natural channel sales of oral care by segment
                                                                                                                                      • Figure 32: Natural supermarket sales of oral care, by segment, 2009 and 2011
                                                                                                                                  • Leading Companies

                                                                                                                                    • Key points
                                                                                                                                      • Procter & Gamble holds more than a third of the FDMx market
                                                                                                                                        • Colgate-Palmolive, GlaxoSmithKline grow sales substantially
                                                                                                                                          • Johnson & Johnson, Church & Dwight both decline
                                                                                                                                            • Private label sells more than GlaxoSmithKline and Church & Dwight
                                                                                                                                              • Manufacturer sales of oral care products
                                                                                                                                                • Figure 33: Manufacturer FDMx sales of oral care products in the U.S., 2011-12
                                                                                                                                            • Brand Share—Toothpaste

                                                                                                                                              • Key points
                                                                                                                                                • Crest toothpaste brands boost sales for P&G
                                                                                                                                                  • Colgate Optic White launch grows sales for Colgate-Palmolive
                                                                                                                                                    • Sensodyne Pronamel lifts GlaxoSmithKline by 7.7%
                                                                                                                                                      • Church & Dwight drops despite growth from Arm & Hammer Complete Care
                                                                                                                                                        • Manufacturer sales and brand sales of toothpaste
                                                                                                                                                          • Figure 34: Selected FDMx brand sales and market share of toothpaste in the U.S., 2011-12
                                                                                                                                                      • Brand Share—Mouthwash/Rinses

                                                                                                                                                        • Key points
                                                                                                                                                          • Listerine tops mouthwash segment, but Crest Pro grows strongly
                                                                                                                                                            • The “Total Care” trend
                                                                                                                                                              • Private label is a presence in mouthwash
                                                                                                                                                                • Manufacturer sales and brand sales of mouthwash/rinses
                                                                                                                                                                  • Figure 35: Selected FDMx brand sales and market share of mouthwash/rinses in the U.S., 2011-12
                                                                                                                                                              • Brand Share—Toothbrushes

                                                                                                                                                                • Key points
                                                                                                                                                                  • Manual toothbrush brands still outsell power toothbrushes
                                                                                                                                                                    • Private label performs with $6 million in sales
                                                                                                                                                                      • Manufacturer sales and brand sales of toothbrushes
                                                                                                                                                                        • Figure 36: Selected FDMx brand sales and market share of toothbrushes in the U.S., 2011-12
                                                                                                                                                                    • Brand Share—Floss/Accessories/Tools

                                                                                                                                                                      • Key points
                                                                                                                                                                        • P&G declines despite surging Oral-B Glide Pro Health floss
                                                                                                                                                                          • Sonicare E Series replacement brush heads soar
                                                                                                                                                                            • Dentek, Sunstar outpace all other leading manufacturers
                                                                                                                                                                              • J&J, Waterpik manage small gains
                                                                                                                                                                                • Private label makes up 15% of FDMx market
                                                                                                                                                                                  • Manufacturer sales and brand sales of floss/accessories/tools
                                                                                                                                                                                    • Figure 37: Selected FDMx brand sales and market share of floss/accessories/tools in the U.S., 2011-2012
                                                                                                                                                                                • Brand Share—Bleaching/Whitening Kits

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • P&G dominates the FDMx whitening/bleaching segment
                                                                                                                                                                                      • Private label comprises more than 12% of the FDMx market
                                                                                                                                                                                        • Manufacturer sales and brand sales of bleaching/whitening kits
                                                                                                                                                                                          • Figure 38: Selected FDMx brand sales and market share of bleaching/whitening kits in the U.S, 2011-12
                                                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                                                        • Mouthwash introductions increase in 2011
                                                                                                                                                                                          • Figure 39: New oral care product launches, by category, 2007-11
                                                                                                                                                                                        • Cavity prevention is still the top toothpaste attribute
                                                                                                                                                                                          • Demand for gleaming teeth drives innovation
                                                                                                                                                                                            • Making flossing more convenient
                                                                                                                                                                                            • Marketing Strategies

                                                                                                                                                                                              • Overview of the brand landscape
                                                                                                                                                                                                • Brand analysis: Crest 3D White
                                                                                                                                                                                                  • Figure 40: Brand analysis of Crest 3D White toothpaste, 2012
                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                  • TV presence
                                                                                                                                                                                                    • Figure 41: Crest 3D White toothpaste television ad, 2012
                                                                                                                                                                                                  • Print and other
                                                                                                                                                                                                    • Brand analysis: Colgate Optic White
                                                                                                                                                                                                      • Figure 42: Brand analysis of Colgate Optic White, 2012
                                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                                      • TV presence
                                                                                                                                                                                                        • Figure 43: Colgate Optic White toothpaste television ad, 2012
                                                                                                                                                                                                      • Brand analysis: Arm & Hammer Advance White
                                                                                                                                                                                                        • Figure 44: Brand analysis of Arm & Hammer Advance White toothpaste, 2012
                                                                                                                                                                                                      • Online initiatives
                                                                                                                                                                                                        • TV presence
                                                                                                                                                                                                          • Figure 45: Arm & Hammer Advance White toothpaste television ad, 2012
                                                                                                                                                                                                        • Print and other
                                                                                                                                                                                                        • Oral Care Concerns

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Women are more likely than men to express concern about oral health
                                                                                                                                                                                                              • Figure 46: Concern over health of teeth and gums, by gender, October 2010-November 2011
                                                                                                                                                                                                            • 18-24s are least likely to be concerned about oral health; 55-64s are likely to be the most concerned
                                                                                                                                                                                                              • Figure 47: Concern over health of teeth and gums, by age, October 2010-November 2011
                                                                                                                                                                                                            • Overall concern slightly down from 2008
                                                                                                                                                                                                              • Figure 48: Concern about the health of teeth and gums, by age and gender, October 2010-November 2011
                                                                                                                                                                                                            • Most are very/somewhat concerned about a range of oral health issues
                                                                                                                                                                                                              • Figure 49: Colgate oral care products television ad, 2011
                                                                                                                                                                                                              • Figure 50: Level of concern over select oral care issues, February 2012
                                                                                                                                                                                                            • Women are more likely than men to report concern about specific oral health issues
                                                                                                                                                                                                              • Figure 51: likelihood of concern over select oral care issues, by gender, February 2012
                                                                                                                                                                                                            • Concern about specific oral health issues declines with age
                                                                                                                                                                                                              • Figure 52: Likelihood of concern over select oral care issues, by age, February 2012
                                                                                                                                                                                                          • Product Usage

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Manual toothbrush, mouthwash, anti-cavity toothpaste used most
                                                                                                                                                                                                                • Figure 53: Use of oral care products, by gender, February 2012
                                                                                                                                                                                                              • 18-24s least likely to use a range of oral care products
                                                                                                                                                                                                                • Figure 54: Use of oral care products, by age, February 2012
                                                                                                                                                                                                              • Household income impacts oral care product usage
                                                                                                                                                                                                                • Figure 55: Use of oral care products, by household income, February 2012
                                                                                                                                                                                                              • Use of oral care for thinning enamel, halitosis, receding gums, gingivitis
                                                                                                                                                                                                                • Figure 56: Use of oral care products, by level of concern over select oral care issues, February 2012
                                                                                                                                                                                                            • Whitening Products

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Four in 10 have tried whitening at home with toothpaste
                                                                                                                                                                                                                  • Figure 57: Trial of tooth whitening products, by gender, February 2012
                                                                                                                                                                                                                • Trial of teeth whitening products/services declines with age
                                                                                                                                                                                                                  • Figure 58: Crest 3D White Whitestrips 2 Hour Express television ad, 2011
                                                                                                                                                                                                                  • Figure 59: Trial of tooth whitening products, by age, February 2012
                                                                                                                                                                                                              • Purchase Habits and Preferences

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Women far more likely than men to buy oral care for the household
                                                                                                                                                                                                                    • Figure 60: Primary purchaser of oral care products, by gender, February 2012
                                                                                                                                                                                                                  • 18-24s least likely to be primary oral care buyer for the household
                                                                                                                                                                                                                    • Figure 61: Primary purchaser of oral care products, by age, February 2012
                                                                                                                                                                                                                  • Half of respondents try new oral care based on dentist recommendation
                                                                                                                                                                                                                    • Figure 62: Attitudes toward trying new oral care products, by gender, February 2012
                                                                                                                                                                                                                  • 18-34s most likely to try new products based on TV, print, or internet ads
                                                                                                                                                                                                                    • Figure 63: Attitudes toward trying new oral care products, by age, February 2012
                                                                                                                                                                                                                  • Trial of new products largely dependent on household income
                                                                                                                                                                                                                    • Figure 64: Attitudes toward trying new oral care products, by household income, February 2012
                                                                                                                                                                                                                • Interest in Oral Care Product Attributes

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Respondents look for attributes in toothpaste more than mouthwash
                                                                                                                                                                                                                      • Figure 65: ACT Restoring television ad, 2011
                                                                                                                                                                                                                      • Figure 66: Purchasing criteria for toothpaste and mouthwash, February 2012
                                                                                                                                                                                                                    • 18-24s most likely to look for a range of product attributes
                                                                                                                                                                                                                      • Figure 67: Purchasing criteria for mouthwash and toothpaste, by age, February 2012
                                                                                                                                                                                                                  • Brand Selection and Usage

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Oral-B and Colgate power toothbrushes rate highest among consumers
                                                                                                                                                                                                                        • Figure 68: Brands of power toothbrushes used, October 2010-November 2011
                                                                                                                                                                                                                      • Oral-B is also reported as consumers’ preferred manual toothbrush, followed by Crest
                                                                                                                                                                                                                        • Figure 69: Brands of manual toothbrushes used, October 2010-November 2011
                                                                                                                                                                                                                      • Consumers most likely to use Listerine as their mouthwash brand
                                                                                                                                                                                                                        • Figure 70: Brands of mouthwash used, October 2010-November 2011
                                                                                                                                                                                                                      • Oral-B used most by floss users
                                                                                                                                                                                                                        • Figure 71: Brands of dental floss used, October 2010-November 2011
                                                                                                                                                                                                                    • Attitudes toward Oral Care Products

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • A quarter of respondents are concerned about oral care product safety
                                                                                                                                                                                                                            • Figure 72: Attitudes toward oral care products, by gender, February 2012
                                                                                                                                                                                                                          • 18-24s most likely to notice quality difference in national brand pastes
                                                                                                                                                                                                                            • Figure 73: Attitudes toward oral care products, by age, February 2012
                                                                                                                                                                                                                        • Interest in New Types of Oral Care Products

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Majority are uninterested in/unaware of some new oral care products
                                                                                                                                                                                                                              • Figure 74: Willingness to try new oral care products, February 2012
                                                                                                                                                                                                                            • Women are more likely than men to be interested in some new types of oral care
                                                                                                                                                                                                                              • Figure 75: Willingness to try new oral care products, by gender, February 2012
                                                                                                                                                                                                                            • Younger respondents more likely to be interested in new types of oral care products
                                                                                                                                                                                                                              • Figure 76: Willingness to try new oral care products, by age, February 2012
                                                                                                                                                                                                                          • Oral Care Packaging Preferences

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Packaging not a big issue for respondents
                                                                                                                                                                                                                                • Figure 77: Attitudes toward packaging, by gender, February 2012
                                                                                                                                                                                                                              • 18-34s most likely to wish for more recycled packaging
                                                                                                                                                                                                                                • Figure 78: Attitudes toward packaging, by age, February 2012
                                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Blacks, Hispanics more likely to be concerned about various oral health concerns
                                                                                                                                                                                                                                  • Figure 79: Likelihood of concern over select oral care issues, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                • Blacks most likely to use mouthwash on a regular basis
                                                                                                                                                                                                                                  • Figure 80: Use of oral care products, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                • Blacks, Hispanics most likely to try to whiten teeth with mouthwash
                                                                                                                                                                                                                                  • Figure 81: Trial of tooth whitening products, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                • Asian and Hispanic respondents more likely to be concerned about product safety
                                                                                                                                                                                                                                  • Figure 82: Attitudes toward oral care products, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                • Hispanics least likely to try new products based on dentist/hygienist recommendation
                                                                                                                                                                                                                                  • Figure 83: Attitudes toward trying new oral care products, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Presence of children translates to higher rate of oral health concerns
                                                                                                                                                                                                                                        • Figure 84: Likelihood of concern over select oral care issues, by gender, February 2012
                                                                                                                                                                                                                                      • Parents with children under 18 in the household more likely to look for a range of product attributes
                                                                                                                                                                                                                                          • Figure 85: Purchasing criteria for mouthwash and toothpaste, by age, February 2012
                                                                                                                                                                                                                                      • SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                          • Overview of toothpaste
                                                                                                                                                                                                                                            • Toothpaste
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 86: Brand map, selected brands of toothpaste buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 87: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                  • Overview of toothbrush/dental accessories
                                                                                                                                                                                                                                                    • Manual toothbrushes
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 88: Brand map, selected brands of manual toothbrushes buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 89: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                          • Dental floss
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 90: Brand map, selected brands of dental floss buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 91: Key purchase measures for the top brands of dental floss, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                                • Mouthwash
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 92: Brand map, selected brands of mouthwash buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 93: Key purchase measures for the top brands of mouthwash, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                      • Oral care concerns
                                                                                                                                                                                                                                                                        • Figure 94: Level of concern over select oral care issues, by household income, February 2012
                                                                                                                                                                                                                                                                        • Figure 95: Use of oral care products, by level of concern over select oral care issues, February 2012
                                                                                                                                                                                                                                                                      • Whitening products
                                                                                                                                                                                                                                                                        • Figure 96: Trial of tooth whitening products, by household income, February 2012
                                                                                                                                                                                                                                                                      • Interest in oral care product attributes
                                                                                                                                                                                                                                                                        • Figure 97: Purchasing criteria for mouthwash and toothpaste, by gender, February 2012
                                                                                                                                                                                                                                                                        • Figure 98: Purchasing criteria for mouthwash and toothpaste, by household income, February 2012
                                                                                                                                                                                                                                                                      • Attitudes toward oral care products
                                                                                                                                                                                                                                                                        • Figure 99: Attitudes toward oral care products, by household income, February 2012
                                                                                                                                                                                                                                                                      • Interest in new types of oral care products
                                                                                                                                                                                                                                                                        • Figure 100: Willingness to try new oral care products, by household income, February 2012
                                                                                                                                                                                                                                                                      • Oral care packaging preferences
                                                                                                                                                                                                                                                                        • Figure 101: Attitudes toward packaging, by household income, February 2012
                                                                                                                                                                                                                                                                      • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                        • Figure 102: Willingness to try new oral care products, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                                                    • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                                        • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • American Academy of Cosmetic Dentistry (AACD)
                                                                                                                                                                                                                                                                          • Chattem, Inc.
                                                                                                                                                                                                                                                                          • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                          • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                          • Dentek Oral Care, Inc.
                                                                                                                                                                                                                                                                          • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                                                                                                                                          • Oral B Laboratories Ltd
                                                                                                                                                                                                                                                                          • Philips Oral Healthcare Inc.
                                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                                          • Sunstar Butler
                                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                                          • Water Pik Technologies, Inc.

                                                                                                                                                                                                                                                                          Oral Care - US - June 2012

                                                                                                                                                                                                                                                                          £3,277.28 (Excl.Tax)