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Smile - The U.S. Professional Oral Care Market is Showing its Teeth, Sees Kline
Date:11/13/2013

have had a detrimental effect on sales of sensitivity products given that consumers no longer need to purchase additional sensitivity products."

Despite this challenge, manufacturers' sales of anti tooth-sensitivity products have seen a CAGR of 3.4% over the last three years.

Other significant trends observed include the introduction of periodontal products targeting pediatric patients. With a view to fostering good oral hygiene habits early, companies such as Procter & Gamble are offering products catering to specific age groups/development ages of children including Oral-B Pro-Health Stages 4-24 Months Toothbrush, Oral-B Pro-Health Stages 2-4 Years Toothbrush, and Oral-B Pro-Health 5-7 Years Toothbrush.

Given Kline's findings on the high importance of brand loyalty, this early engagement is a worthy long-term strategy. Kline's research has found that consumers tend to purchase brands that they have used since childhood; moreover, they are likely to pass on their habits to the next generation. Conversely, dental professionals will often recommend oral care products based on their active ingredients rather than specific brands.

An estimated 60% of total U.S. professional oral care market sales in 2013 is claimed by the top five marketers, with Colgate-Palmolive leading with 14.6% market share, followed closely by 3M and Philips.

Kline's comprehensive report also analyzes unmet needs and new technologies of interest as expressed by dental professionals. These include air flossers, better plaque removal methods, calcium augmenting products with low antibiotic content, and oral cancer detection products.

Kline's Professional Oral Care USA is a comprehensive assessment of the U.S. market for professional oral care products used and sold to consumers through dental professional offices. The combination of information from the marketers and dental di
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SOURCE Kline & Company
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