Oral care brushes up by touting value, ease

It is no secret that oral care is a mature market, yet consumers have shown a willingness to pay for products that make oral health easier. In light of this, some industry observers predicted that growth will be in the form of those products that are “value-added,” “improved benefit” and “simplified.”

In fact, one could conclude that consumers’ desire for products that make oral health easier was the catalyst behind the surge of the portable oral care segment, which experienced strong double-digit growth for the 52 weeks ended Jan. 23, according to data from SymphonyIRI Group.

Oragenics’ EvoraPlus, a probiotic mint that promises to support gum and tooth health and naturally freshen breath, while whitening teeth, experienced impressive growth in the 52-week period, and came in at No. 4 on SymphonyIRI’s list of top 10 brands in portable oral care.

Such portable dry mouth treatments as Biotene and Quantum OraMoist also experienced significant sales growth. As Americans age and take more medications, oral health conditions also rise. Studies have shown that up to 400 medications — prescriptions and OTCs — can contribute to dry mouth.

As Americans become increasingly strapped for time and desire convenient, value-added solutions — not to mention perhaps encounter more oral care issues as they age — it is likely that the solid growth of such products will continue.

The article above is part of the DSN Category Review Series. For the complete Oral Care Buy-In Report, including extensive charts, data and more analysis, click here.