Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Oral Hygiene - US - June 2009

With changing consumer buying habits and the onslaught of private label products, heightened by the recession, the oral care category is in a period of tremendous transition. As a result, some segments and products are flourishing, while others are floundering.

This report analyzes this changing category, and provides insight into the following:

  • Changing consumer behavior when it comes to oral care and the increasing decline of mid-range products, in favor of high-end dentist-quality products or inexpensive private label options
  • Market forces, including recessionary effects, responsible for this changing behavior
  • Which segments are growing and are likely to continue to grow, and which segments are shrinking, with insight provided for countering these challenges
  • Overlooked demographics and specific products that will appeal to them
  • Specific strategies for increasing sales, protecting brand cachet, and meeting the challenge of private label

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                      • Category snapshot: little growth, little innovation, and lots of private label
                        • Segment snapshots
                          • Private label takes a bite out of category sales
                            • The natural sector
                              • Insights and opportunities
                                • General attitudes towards oral care products
                                  • The role of race
                                  • Insights and Opportunities

                                    • The key customer: under 45, and usually with kids
                                        • Figure 1: Interest in specially designed oral care products, by age, March 2009
                                      • Hispanics want specially designed products
                                        • Figure 2: Interest in specially designed oral care products, by race/Hispanic origin, March 2009
                                      • Professional-quality products are hot, room for additional expansion
                                        • Organic/natural products
                                          • Exotic toothpastes, mouthwashes, and dental floss
                                            • Ultra-premium dental floss
                                              • Solutions to the threat of brand dilution
                                                • Figure 3: Attitudes towards oral care quality, by age, March 2009
                                                • Figure 4: Growth in sales of private label oral hygiene at FDMx, 2006-08
                                                • Figure 5: Generating oral care product trial, by age, March 2009
                                            • Inspire Insights

                                                • Trend: Death of the Middle Ground
                                                  • What it’s about
                                                    • Trade me up, trade me down
                                                      • Implications
                                                        • Trend: Customization
                                                          • What it’s about
                                                            • Anyway I want it
                                                              • Implications
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Flat growth in the face of the recession…
                                                                    • …with little change in the coming years
                                                                      • Figure 6: U.S. FDMx sales and forecast of oral hygiene products, at current prices, 2003-13
                                                                      • Figure 7: U.S. FDMx sales and forecast of oral hygiene products, at inflation-adjusted prices, 2003-13
                                                                    • Walmart sales
                                                                    • Competitive Context

                                                                        • Gum, mints, and other breath fresheners
                                                                          • Inter-category competition
                                                                            • Access to dental care
                                                                            • Segment Performance—The Oral Hygiene Market

                                                                              • Key points
                                                                                • Mouthwash is in; whitening products are out
                                                                                  • Oral hygiene sales by segment
                                                                                    • Figure 8: U.S. FDMx sales and forecast of oral hygiene products, at current prices, by segment, 2003-13
                                                                                    • Figure 9: FDMx sales of oral hygiene products, by segment, 2008 and 2009
                                                                                • Segment Performance—Toothpaste

                                                                                  • Key points
                                                                                    • Private label squeezing the big brands
                                                                                      • Innovation and education is needed
                                                                                        • Toothpaste sales and forecast
                                                                                          • Figure 10: FDMx sales and forecast of toothpaste, 2003-13
                                                                                      • Segment Performance—Mouthwash/Rinse

                                                                                        • Key points
                                                                                          • Bright smiles in the mouthwash/rinse category
                                                                                            • A bubbly future—mouthwash sales and forecast
                                                                                              • Figure 11: FDMx sales and forecast of mouthwash/rinse, 2003-13
                                                                                          • Segment Performance—Toothbrushes

                                                                                            • Key points
                                                                                              • Falling prices and private label stunt growth
                                                                                                • Take a page from toothpaste
                                                                                                  • Toothbrush sales and forecast
                                                                                                    • Figure 12: FDMx sales and forecast of toothbrushes, 2003-13
                                                                                                • Segment Performance—Floss/Accessories/Tools

                                                                                                  • Key points
                                                                                                    • Postponing dental visits, innovation, and premium products drive sales
                                                                                                      • Benefiting from the recession, and perhaps after—floss/accessory sales and forecast
                                                                                                        • Figure 13: FDMx sales and forecast of floss/accessories/tools, 2003-13
                                                                                                    • Segment Performance—Bleaching/Whitening Products

                                                                                                      • Key points
                                                                                                        • A segment that’s lost its shine
                                                                                                          • Reinventing the bleaching segment—sales and forecast
                                                                                                            • Figure 14: FDMx sales and forecast of bleaching/whitening products, 2003-13
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Drug stores/mass merchants cash in on private label, appeal to premium shopper
                                                                                                              • Retail channel sales of oral care products
                                                                                                                • Figure 15: FDMx sales of oral hygiene products, by retail channel, 2007 and 2008
                                                                                                            • Retail Channels—Supermarkets/Food Stores

                                                                                                              • Key points
                                                                                                                • Supermarkets challenged from all sides
                                                                                                                  • Selection and private label are the antidote
                                                                                                                    • Oral care sales at supermarkets/food stores
                                                                                                                      • Figure 16: U.S. sales of oral hygiene products at supermarkets/food stores, 2003-08
                                                                                                                  • Understanding the Natural Channel

                                                                                                                    • Sales of natural products—FDMx vs. Natural
                                                                                                                        • Figure 17: Sales of select natural oral hygiene products at natural grocery stores and FDMx, 2006 and 2008
                                                                                                                      • Tom’s dominates at FDMx…
                                                                                                                        • Figure 18: U.S. sales of top natural brands in oral hygiene in FDMx, 2007 and 2008
                                                                                                                      • …and natural channels alike
                                                                                                                        • Figure 19: U.S. brand sales of oral hygiene at natural grocery stores, 2006 and 2008
                                                                                                                      • Understanding the appeal—a look at Tom’s of Maine consumers
                                                                                                                      • Market Drivers

                                                                                                                        • Key points
                                                                                                                          • Trading up and down during the recession
                                                                                                                            • Figure 20: Oral care cost-cutting measures, by age, March 2009
                                                                                                                          • Growth will come from Hispanics
                                                                                                                            • Figure 21: U.S. Hispanic population, by age, 2004-14
                                                                                                                          • A decline in households with children will hurt the category
                                                                                                                            • Figure 22: U.S. households, by presence of children, 1998-2008
                                                                                                                          • A dearth of innovation portends trouble for big brands
                                                                                                                            • Figure 23: New oral care product launches, 2003-08
                                                                                                                            • Figure 24: New oral care product introductions, by company, 2003-08
                                                                                                                        • Leading Companies

                                                                                                                          • Key points
                                                                                                                            • Brand leaders tread water
                                                                                                                              • Private label grows at the expense of brand leaders
                                                                                                                                • Manufacturer sales of oral hygiene products
                                                                                                                                  • Figure 25: Manufacturer FDMx sales of oral hygiene products in the U.S., 2008 and 2009
                                                                                                                              • Brand Share—Toothpaste

                                                                                                                                • Key points
                                                                                                                                  • Multiple product claims are in
                                                                                                                                    • Niche claims thrive
                                                                                                                                      • Toothpaste brand share
                                                                                                                                        • Figure 26: FDMx sales and brand share for toothpaste, 2008 and 2009
                                                                                                                                    • Brand Share—Mouthwash/Rinse

                                                                                                                                      • Key points
                                                                                                                                        • Listerine leads
                                                                                                                                          • Special formulations are popular
                                                                                                                                            • Mouthwash brand share
                                                                                                                                              • Figure 27: FDMx sales and brand share of mouthwash/rinse, 2008 and 2009
                                                                                                                                          • Brand Share—Toothbrushes

                                                                                                                                            • Key points
                                                                                                                                              • P&G’s Oral-B keeps the company on top
                                                                                                                                                • High-end features attract interest
                                                                                                                                                  • Toothpaste brand share
                                                                                                                                                    • Figure 28: FDMx sales and brand share of toothbrushes, 2008 and 2009
                                                                                                                                                • Brand Share—Floss/Accessories/Tools

                                                                                                                                                  • Key points
                                                                                                                                                    • Better oral care boosts premium products
                                                                                                                                                      • Floss/accessories/tools brand share
                                                                                                                                                        • Figure 29: FDMx sales and brand share of floss/accessories/tools, 2008 and 2009
                                                                                                                                                    • Brand Share—Bleaching/Whitening Products

                                                                                                                                                      • Key points
                                                                                                                                                        • A shrinking segment
                                                                                                                                                          • Bleaching/whitening brand share
                                                                                                                                                            • Figure 30: FDMx sales and brand share of bleaching/whitening products, 2008 and 2009
                                                                                                                                                        • Brand Qualities

                                                                                                                                                          • Living life large with Listerine
                                                                                                                                                            • Figure 31: Usage of Listerine mouthwash brands, topline, October 2007-December 2008
                                                                                                                                                          • Colgate cares
                                                                                                                                                            • Crest and Oral-B get hip
                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                              • Innovative toothbrushes from Colgate
                                                                                                                                                                • Innovation from P&G
                                                                                                                                                                  • Crest
                                                                                                                                                                    • Oral-B
                                                                                                                                                                      • Church & Dwight launches new toothbrushes and toothpaste
                                                                                                                                                                        • Other innovations and innovators
                                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                                          • Adspend by top oral care companies and shift towards new strategies
                                                                                                                                                                            • Figure 32: Top oral care advertisers, 2006 and 2007
                                                                                                                                                                          • Colgate turns to the internet and mobile phones to build brand awareness and consumer loyalty
                                                                                                                                                                              • Figure 33: Colgate Total Advanced Whitening television ad, 2008
                                                                                                                                                                            • P&G employs traditional and non-traditional methods alike
                                                                                                                                                                              • Crest
                                                                                                                                                                                • Oral-B
                                                                                                                                                                                  • Figure 34: Oral-B Tooth and Gum Care television ad, 2008
                                                                                                                                                                                • A look at Listerine
                                                                                                                                                                                  • Figure 35: Listerine Total Care television ad, 2009
                                                                                                                                                                                • Other commercials
                                                                                                                                                                                  • Rembrandt 2 Hour White Kit
                                                                                                                                                                                    • Figure 36: Rembrandt 2 Hour White Kit television ad, 2009
                                                                                                                                                                                  • Sonicare
                                                                                                                                                                                    • Figure 37: Philips/Sonicare television ad, 2008
                                                                                                                                                                                  • Aquafresh Advanced
                                                                                                                                                                                    • Figure 38: Aquafresh Advanced television ad, 2009
                                                                                                                                                                                • Who’s Using What?

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Females make the purchase decision
                                                                                                                                                                                      • Figure 39: Purchase of oral care products, by gender, March 2009
                                                                                                                                                                                    • Females and younger respondents use more products
                                                                                                                                                                                      • Figure 40: Types of oral care products used, by gender, March 2009
                                                                                                                                                                                      • Figure 41: Types of oral care products used, by age, March 2009
                                                                                                                                                                                    • More people translates into usage of diverse products
                                                                                                                                                                                      • Figure 42: Types of oral products used, by number of people in household, March 2009
                                                                                                                                                                                  • Toothbrush Usage and Brands

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • More than eight in 10 use manual toothbrushes, one third use power
                                                                                                                                                                                        • Popular manual toothbrushes
                                                                                                                                                                                          • Figure 44: Brands of manual toothbrushes used, October 2007-December 2008
                                                                                                                                                                                        • A three-way tie for power toothbrushes
                                                                                                                                                                                          • Figure 45: Brands of power toothbrushes used, October 2007-December 2008
                                                                                                                                                                                        • Income affects brand choice of power toothbrush
                                                                                                                                                                                          • Figure 46: Brands of power toothbrushes used, by HH income, October 2007-December 2008
                                                                                                                                                                                      • Toothpaste: Capitalizing on Consumer Interest in Brands, Flavors and Forms

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Paste is popular
                                                                                                                                                                                            • Figure 47: Forms of toothpaste used, October 2007-December 2008
                                                                                                                                                                                          • Colgate, Crest, and then everything else
                                                                                                                                                                                            • Figure 48: Brands of toothpaste used, October 2007-December 2008
                                                                                                                                                                                          • Whitening toothpaste is for under-45s
                                                                                                                                                                                              • Figure 49: Types of toothpaste used, by age, October 2007-December 2008
                                                                                                                                                                                            • Claims drive toothpaste purchase among 18-44 year olds
                                                                                                                                                                                                • Figure 50: Factors influencing toothpaste purchase, by age, March 2009
                                                                                                                                                                                              • Under-45s like to experiment with flavor
                                                                                                                                                                                                  • Figure 51: Attitudes toward toothpaste types/flavors, by age, March 2009
                                                                                                                                                                                                  • Figure 52: Interest in toothpaste flavors, by age, March 2009
                                                                                                                                                                                              • Motivating Mouthwash Purchase and Usage

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Germs, bad breath, and gum disease drive purchase habits
                                                                                                                                                                                                    • Figure 53: Factors influencing mouthwash purchase, by age, March 2009
                                                                                                                                                                                                  • The presence of children makes a difference
                                                                                                                                                                                                    • Figure 54: Factors influencing mouthwash purchase, by presence of children in HH, March 2009
                                                                                                                                                                                                  • Listerine is king
                                                                                                                                                                                                    • Figure 55: Brands of mouthwash used, October 2007-December 2008
                                                                                                                                                                                                  • 18-44s want to try new types/flavors
                                                                                                                                                                                                    • Figure 56: Attitudes toward mouthwash types/flavors, by age, March 2009
                                                                                                                                                                                                    • Figure 57: Interest in mouthwash flavors, by age, March 2009
                                                                                                                                                                                                • Dental Floss Usage and Flavor Interest

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Females like floss
                                                                                                                                                                                                      • Figure 58: Types of dental floss used, by gender, March 2009
                                                                                                                                                                                                    • Affluent respondents more likely to use floss
                                                                                                                                                                                                      • Figure 59: Types of dental floss used, by HH income, March 2009
                                                                                                                                                                                                    • 18-44 and buying a variety of flavors
                                                                                                                                                                                                      • Figure 60: Attitudes toward dental floss types/flavors, by age, March 2009
                                                                                                                                                                                                      • Figure 61: Interest in dental floss flavors, by age, March 2009
                                                                                                                                                                                                  • Ways We Whiten

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Females more likely to whiten, Crest takes the cake
                                                                                                                                                                                                        • Figure 62: Use of teeth whiteners and brands used, by gender, October 2007-December 2008
                                                                                                                                                                                                      • Teeth whitening popular among youngest respondents
                                                                                                                                                                                                        • Figure 63: Types of whitening products used, by age, March 2009
                                                                                                                                                                                                    • Interest in Demographic-Specific Oral Care Products

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Respondents aged 18-44 want products based on age and gender
                                                                                                                                                                                                          • Figure 64: Interest in specially designed oral care products, by age, March 2009
                                                                                                                                                                                                        • Respondents with larger households want more products
                                                                                                                                                                                                          • Figure 65: Interest in specially designed oral care products, by number of people in HH, March 2009
                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Black and Hispanic respondents show high interest in whitening
                                                                                                                                                                                                            • Figure 66: Types of toothpaste used, by race/Hispanic origin, March 2009
                                                                                                                                                                                                            • Figure 67: Types of whitening products used, by race/Hispanic origin, March 2009
                                                                                                                                                                                                          • Hispanic respondents want specially designed products
                                                                                                                                                                                                            • Figure 68: Interest in specially designed oral care products, by race/Hispanic origin, March 2009
                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                            • Simple Scrubbers
                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Experimenters
                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Healthy and Brights
                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                                • Figure 69: Oral hygiene clusters, March 2009
                                                                                                                                                                                                                                • Figure 70: Types of oral care products used, by oral hygiene clusters, March 2009
                                                                                                                                                                                                                                • Figure 71: Types of whitening products used, by oral hygiene clusters, March 2009
                                                                                                                                                                                                                                • Figure 72: Oral care cost-cutting measures, by oral hygiene clusters, March 2009
                                                                                                                                                                                                                                • Figure 73: Attitudes towards oral care, by oral hygiene clusters, March 2009
                                                                                                                                                                                                                                • Figure 74: Interest in specially designed oral care products, by oral hygiene clusters, March 2009
                                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                                • Figure 75: Oral hygiene clusters, by gender, March 2009
                                                                                                                                                                                                                                • Figure 76: Oral hygiene clusters, by age, March 2009
                                                                                                                                                                                                                                • Figure 77: Oral hygiene clusters, by HH income, March 2009
                                                                                                                                                                                                                                • Figure 78: Oral hygiene clusters, by race/Hispanic origin, March 2009
                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Age and gender matter
                                                                                                                                                                                                                                    • Figure 79: Types of oral care products used, by gender and age, March 2009
                                                                                                                                                                                                                                  • Younger respondents interested in flavored toothpastes
                                                                                                                                                                                                                                    • Figure 80: Interest in toothpaste flavors, by gender and age, March 2009
                                                                                                                                                                                                                                  • The presence of children increases usage of products
                                                                                                                                                                                                                                    • Figure 81: Types of oral care products used, by gender and presence of children in HH, March 2009
                                                                                                                                                                                                                                  • With kids and whitening
                                                                                                                                                                                                                                    • Figure 82: Teeth-whitening products/methods used, by gender and presence of children in HH, March 2009
                                                                                                                                                                                                                                • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                                    • Consumer insights overview
                                                                                                                                                                                                                                      • Toothpaste
                                                                                                                                                                                                                                        • Mouthwash
                                                                                                                                                                                                                                          • Toothbrush/dental accessories
                                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                                              • Manual toothbrushes
                                                                                                                                                                                                                                                • Dental floss
                                                                                                                                                                                                                                                  • Toothpaste
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 83: Brand map, selected brands of toothpaste, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 84: Key purchase measures for the top brands of toothpaste, by household penetration, 2008
                                                                                                                                                                                                                                                      • Mouthwash
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 85: Brand map, selected brands of mouthwash, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 86: Key purchase measures for the top brands of mouthwash, by household penetration, 2008
                                                                                                                                                                                                                                                          • Manual toothbrushes
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 87: Brand map, selected brands of manual toothbrushes, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 88: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 2008
                                                                                                                                                                                                                                                              • Dental floss
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 89: Brand map, selected brands of dental floss, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 90: Key purchase measures for the top brands of dental floss, by household penetration, 2008
                                                                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                  • Different brands of power toothbrushes for different ethnicities
                                                                                                                                                                                                                                                                    • Figure 91: Brands of power toothbrushes used, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                                                                                  • Females prefer strips
                                                                                                                                                                                                                                                                    • Figure 92: Type of teeth whiteners used, by gender, October 2007-December 2008
                                                                                                                                                                                                                                                                  • 75+ and not flossing
                                                                                                                                                                                                                                                                    • Figure 93: Types of dental floss used, by age, March 2009
                                                                                                                                                                                                                                                                  • More people in the house and always buying the same brand of floss
                                                                                                                                                                                                                                                                    • Figure 94: Brand selection of dental floss, by number of people in HH, March 2009
                                                                                                                                                                                                                                                                • 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)
                                                                                                                                                                                                                                                                      • American Dental Association
                                                                                                                                                                                                                                                                      • American Dental Hygienists’ Association
                                                                                                                                                                                                                                                                      • Braun GmbH
                                                                                                                                                                                                                                                                      • Chattem, Inc.
                                                                                                                                                                                                                                                                      • Chrysler LLC
                                                                                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                                                                      • Dell Inc.
                                                                                                                                                                                                                                                                      • Dentek Oral Care, Inc.
                                                                                                                                                                                                                                                                      • Ford Motor Company (USA)
                                                                                                                                                                                                                                                                      • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                                                      • Global Gillette
                                                                                                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                                                                                      • Hispanic Dental Association
                                                                                                                                                                                                                                                                      • Ionic Pro, Llc
                                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                      • L'Oréal SA
                                                                                                                                                                                                                                                                      • Levlad Inc.
                                                                                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                                                                                      • Natural White Inc.
                                                                                                                                                                                                                                                                      • Nature's Gate (WorldPantry.com Inc.)
                                                                                                                                                                                                                                                                      • Nike
                                                                                                                                                                                                                                                                      • Personal Products Company
                                                                                                                                                                                                                                                                      • Philips Consumer Electronics North America
                                                                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                                                                      • Publicis USA
                                                                                                                                                                                                                                                                      • Rite Aid Corporation
                                                                                                                                                                                                                                                                      • SAM's Club
                                                                                                                                                                                                                                                                      • Sunstar Butler
                                                                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                                                                                                                      • Tom's of Maine
                                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                                                      • Water Pik Technologies, Inc.
                                                                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                                                                      Oral Hygiene - US - June 2009

                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)