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A Reason To Smile in the Pro Oral Care Category

January 1, 2014

Fueled by a compound annual growth rate (CAGR) of 5.1% during the past three years, manufacturers’ sales of professional oral care products in the US were expected to hit $426.5 million in 2013, according to “Professional Oral Care USA” by worldwide consulting and research firm Kline & Company.

Caries remain the leading therapeutic indication within the professional oral care market in 2013, claiming sales of more than 43% of the total US market due to sales gains of fluoride varnishes. Fluoride varnishes are preferred over other topical fluoride therapy treatments such as gels and foams due to their ease of application, efficacy and safety of these products. Abetting the popularity of fluoride varnishes has been the addition of amorphous calcium phosphate (ACP), allowing a greater fluoride uptake to the tooth.

However, this market dominance is being slowly eroded by the rapidly growing whitening therapeutic indication, with sales estimated at over $117 million at the manufacturers’ level in 2013, reflecting a CAGR of 10.5% from 2010, according to Kline, which includes in the report extensive research with dentists and dental hygienists.  Encouraged by convenience, cost advantage, and technological advances, take-home whitening treatments dispensed through dentists’ offices are now preferred over in-office treatments.

“With newer whitening treatment formulations having built-in desensitizing ingredients, one of the biggest disadvantages of take-home whitening alternatives has been addressed,” said Laura Mahecha, Kline’s healthcare industry manager. “However, the increased sales of advanced whitening treatments containing desensitizers have had a detrimental effect on sales of sensitivity products given that consumers no longer need to purchase additional sensitivity products.”

Despite this challenge, manufacturers’ sales of anti-tooth-sensitivity products have seen a CAGR of 3.4% during the past three years.

Other significant trends observed include the introduction of periodontal products targeting pediatric patients. With a view to fostering good oral hygiene habits early, companies such as Procter & Gamble are offering products catering to specific age groups/development ages of children including Oral-B Pro-Health Stages 4-24 Months Toothbrush, Oral-B Pro-Health Stages 2-4 Years Toothbrush, and Oral-B Pro-Health 5-7 Years Toothbrush.

An estimated 60% of total US professional oral care market sales in 2013 is claimed by the top five marketers, with Colgate-Palmolive leading with 14.6% market share, followed closely by 3M and Philips.

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