Whitening, multiple benefits push category

It is no secret that oral care is a highly saturated market that benefits from consumers’ regular usage of oral care products as part of their daily grooming routine, but those products that promise to whiten smiles continue to stand out from the pack.

(For the full report, including charts, click here.)



Mintel has stated that it expects modest growth within the U.S. oral care market to continue in the coming years, with the market growing by about 2% annually. By 2017, Mintel predicts that the market will achieve total sales of $7.1 billion.



Toothpaste makes up the largest segment in the market, and those formulas that offer multiple benefits, such as whitening and enamel protection, continue to drive sales for the segment, according to Mintel.



Aside from continued product innovation, Mintel has suggested that retailers could enhance the oral care shopping experience by leveraging the growing presence of in-store clinics.



“Mass merchandisers and supercenters could partner with local dental care providers to provide on-site consultations and even quick diagnostic teeth checks once or twice a week, which may help to address the fact that a number of consumers across the United States lack access to dental insurance and even access to dental providers,” Mintel stated in its 2013 oral care report.