Whitening, sensitivity products fuel oral care

Toothpastes that promise to deliver value-added benefits, such as whitening teeth or battling tooth sensitivity, are helping to brighten sales.


According to SymphonyIRI Group, sales of toothpaste increased about 5% for the 52 weeks ended Jan. 22 at food, drug and mass (excluding Walmart). Among the biggest gainers: Crest 3D White and Sensodyne ProNamel.


Looking to further grow sales and bolster market share, manufacturers continue to churn out toothpastes that promise to deliver even greater results.


Procter & Gamble’s Crest brand, for example, has expanded its Crest 3D White portfolio with the new Crest 3D White Glamorous White toothpaste and Crest 3D White Intensive Professional Effects Whitestrips. The new Crest 3D White Glamorous White toothpaste, which is available at retail beginning in March, uses a shine technology that promises to noticeably brighten a smile after just one brushing. It also removes up to 90% of surface stains in five days.


During Colgate-Palmolive’s fourth-
quarter earnings call in late January, company executives expressed pleasure with the success of its Colgate Optic White toothpaste. Colgate has now developed a new variant, Optic White Cool Mild Mint. 


To build on the success of its Colgate Sensitive Pro-Relief — which, according to Colgate, has been 65% incremental to the sensitive business — the company has now developed the new Colgate Sensitive Pro-Relief Enamel Repair, which repairs vulnerable parts of sensitive teeth and provides long-lasting relief.

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.