Toothpaste, mouthwash sales benefit from whitening properties

The teeth-whitening strips segment has lost some of its luster, according to data from SymphonyIRI Group, likely due in part to the economy, but that doesn’t necessarily mean that products that promise to whiten teeth are losing popularity.

According to 52-week data ended July 8 from the Chicago-based market research firm, sales of tooth bleaching/whitening products dropped about 11% at food, drug and mass (excluding Walmart).

The dip in sales is likely due in part to the economy, as consumers watch their dollars. However, products that offer multiple benefits, including teeth whitening, are resonating with consumers.

In fact, Mintel recently released research that found that slightly more than 4-out-of-10 respondents (41%) have tried to whiten their teeth in the last 12 months using toothpaste, while 17% have given it a whirl with at-home mouthwash and 15% have tried OTC whitening strips.

“Some of the key growth drivers in the oral care market include an increased interest in whitening capabilities and products that deliver multiple benefits,” stated Gabriela Mendieta, home and personal care analyst at Mintel, in announcing the findings. “Also, many consumers are becoming more aware of how oral care effects their general health, and marketers can use this opportunity to push products that not only help with teeth and gums, but also one’s overall well-being.”

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