Kline Study: Better Brushing Habits Boost European Oral ...( - Oral care in Europe expected to ou...)

- Oral care in Europe expected to outpace overall growth in cosmetics and

toiletries market -

LITTLE FALLS, N.J., Aug. 21 /PRNewswire/ -- The efforts of government agencies and product marketers to convince Europeans of the importance of better oral care appears to have paid off as sales of oral care products jumped more than 6% in 2006, according to a newly published study by global management consulting and market research firm Kline & Company.

"Many countries, particularly the less developed ones, are realizing the importance of daily brushing and flossing," says Deirdre McNulty, project manager for Kline Europe. "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."

Data from Kline's Global Cosmetics & Toiletries 2006 program indicates that oral care became the second fastest growing product class in the European cosmetics and toiletries market in 2006, trailing only skin care, which posted 6.5% growth. By comparison, annual growth in oral care product sales for other developed markets like the U.S. and Japan is hovering around the 3% mark.

"Europeans are not only focusing more on traditional oral care, but also on aesthetic treatments, like veneers and whitening, which are becoming more readily available," says McNulty.

The trend is expected to continue, with sales of oral care products in Europe expected to grow by as much as 4.5% annually through 2011, surpassing Kline's growth forecasts for the overall personal care market.

As more Europeans seek to maintain healthy teeth for as long as possible, marketers are working alongside government agencies to support educational programs aimed at children. Their message: It's as much about nurturing a healthy body as it is about having an attractive smile. Oral care giants Colgate-P
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