Study shows oral care products sales climb due to increased awareness in Europe

LITTLE FALLS, N.J. The efforts of government agencies and product marketers to convince Europeans of better oral care helped sales of such products climb more than 6 percent in 2006—a trend that is expected to continue through 2011, according to a recently released study.

A newly published study by global management consulting and market research firm Kline & Co. indicates that oral care became the second fastest growing product class in the European cosmetics and toiletries market in 2006, trailing only to skin care, which posted an increase of 6.5 percent. By comparison, Kline & Co. stated that annual growth in oral care product sales for the other developed markets like the United States and Japan is around 3 percent.

Through 2011, sales of oral care products in Europe is expected to grow by as much as 4.5 percent annually, surpassing Kline’s growth forecasts for the overall personal care market.

"Across Europe, government-sponsored programs are working to educate children on the concept of good oral habits today that can help prevent problems in the future, and this shift in attitudes is driving up product sales," stated Deirdre McNulty, project manager for Kline Europe.

Marketers are working alongside government agencies to support educational programs geared toward children.

McNulty added that Europeans are also focusing on aesthetic treatments, like veneers and whitening, in additional to traditional oral care.