Whitening, enamel strengthening provide boost


Oral care is a mature market, but luckily for toothpaste it is a regular part of consumer’s daily personal hygiene routine. That’s not to say, however, that consumers don’t desire a little something extra in that tube.

(For the full report, including charts, click here.)

Because toothpaste is a regular part of personal hygiene habits, sales typically stay on the upswing, as evidenced by the latest sales data from IRI. According to IRI, sales of toothpaste rose nearly 3% for the 52 weeks ended Aug. 10 at U.S. multi-outlets.

Driving much of the growth continues to be those products that offer regimens and added benefits — such as tooth sensitivity relief, enamel strengthening and whitening.

For example, Procter & Gamble’s Crest has been successful with its Crest 3D White oral care regimen. The regimen was launched in the United States, grew market share for 17 consecutive quarters, expanded worldwide and has become a $1 billion business, P&G’s chairman, president and CEO, A.G. Lafley, told analysts during its fourth-quarter conference call in August. Following up on the 3D White launch, P&G introduced Crest 3D White Luxe toothpaste and strips.

Now, P&G is looking to secure a foothold in the sensitivity franchise with its new Crest Sensi-Stop strips.

“We’re setting the brand and product innovation agenda in our industry. When we do this well, we build consumer preference for our brands, extend the level of product competitive advantage, build brand and product consumer preference accumulatively overtime, and capture a larger share of category value, profit and cash,” Lafley told analysts.

Looking to tap into consumers’ desire for toothpaste that delivers a value-add, Colgate has introduced Colgate Enamel Health.

According to Colgate, the enamel-strengthening segment is the fastest growing within the toothpaste category, as 54% of consumers are concerned about enamel. Furthermore, the formula comes in two types — whitening and sensitivity relief.

To support the launch, Colgate indicated that it has a robust, integrated marketing campaign planned — including television, print, public relations, professional, digital, social, mobile and in-store activities.



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