Oral Care Sales Approaching $5 Billion

Sales of over-the-counter oral care products reached $4.9 million in 2012, up 2.2% from 2011 sales, according to Oral Care Products in the US, 8th Edition, a just-released study from market research firm Packaged Facts.

In the oral care market, health concerns are the number one driver of sales, but other factors come into play as well. Consumers are also looking to whiten their teeth and freshen their breath.If a product can do all three, all the better: products that provide multiple benefits are proving to be the most attractive to consumers, as they are more convenient and affordable than the alternative of having to purchase multiple product types.


Similarly, marketers looking to spur sales in several categories have had success with “product suites,” groupings of products presented as a complete oral care package, which encourages consumers to remain brand-loyal.The ability to achieve professional results at home without the expense and time of a dental office visit is another powerful product positioning, notes David Sprinkle, research director at Packaged Facts.

By 2017, Packaged Facts projects that retail sales of oral care products will approach $6 billion, reflecting a compound annual growth rate of approximately 4%. Besides the driving forces of the increased appeal of multi-function products, professional quality products and oral care “suites” that provide a one-stop shop for consumers, market gains will be stimulated by the growing Hispanic population and the aging Baby Boomer market.

More info:www.marketresearch.com or www.packagedfacts.com/Oral-Care-Products-7359650/.