More sales for less intense mouthwash

Apparently less is more when it comes to mouthwash. According to SymphonyIRI Group data, the mouthwash segment has essentially been flat for the 12 weeks ended June 10, yet there proved to be one shining star in the mix: Listerine Zero.

The old adage “less is more” comes to mind when thinking of the Listerine Zero mouthwash by Johnson & Johnson Healthcare Products division of McNeil-PPC. The mouthwash offers a less intense mint flavor and is an alcohol-free formula. It contains four essential oils found in Listerine Antiseptic for bad-breath protection.

Consumers responded, and sales rose nearly 15% during the 12-week period at food, drug and mass (excluding Walmart), according to SymphonyIRI Group, a Chicago-based market research firm.

Meanwhile, Colgate is rounding out its Optic White regimen with the new Colgate Optic White mouthwash, an alcohol-free formula that aims to whiten teeth and freshen breath.

The article above is part of the DSN Category Review Series. For the complete Oral Care Sell-Through Report, including extensive charts, data and more analysis, click here.