In a category dominated by P&G’s Crest and Colgate, making headway in the oral care sector can feel like pulling one’s eyeteeth. According to data from market research firm Mintel, P&G commanded a 33% value share of $6.9 billion US oral care category. But while the big brands dominate the conversation, here are three smaller competitors making headway in the space.
Fashion and Flavor Forward
Major retailers are picking up the Hello Products oral care range, which features unique flavor profiles and stylish packaging that’s not your mother’s tube of toothpaste. Already found at Walgreens, Duane Reade and select Target doors, Hello is now moving into Kroger (including Ralphs and Fred Meyer), Hy-Vee, Ahold USA, Stop & Shop and Giant. In fact, Hello said its retail distribution would grow from 7,800 stores to more than 18,000 stores across the US by the end of September. And all this comes just six months after launch.
Open Wide and Say No GMO
Coldstream Naturals has rolled out four new USDA certified organic and GMO-free oral care products—making it the only marketer of certified organic oral care products in the US. Coldstream Naturals’ certified organic tooth creams and mouthwashes are formulated with Citrozine, a proprietary blend of natural fruit bioflavonoids that it contends are known to help maintain good oral health by neutralizing oxidative stress caused by free radicals.
Reach-ing for More Presence
Earlier this year, Dr. Fresh acquired the Reach brand manual toothbrushes from the Johnson & Johnson Healthcare Products Division of McNeil-PPC, Inc. The sale included rights in the US, its territories, the Caribbean and Canada, but excluded Reach brand floss or other interdental products. Dr. Dr. Fresh—which is part of Moelis Capital Partners, a private equity firm—also markets Firefly, Binaca and Orazyme oral care products.