BeautyCARE

ORAL CARE

All-in-one toothpastes brighten shelves

By Gina Acosta
Consumers are becoming more aware
that keeping the mouth and teeth clean is a
key component of a healthy lifestyle. Other
factors driving sales of oral care products
include the burgeoning older population in
the United States needing more oral health
care, and the demand for natural and cos-
metic solutions to dental health issues.
Overall, sales of oral care products at
multi-outlets rose by 2% or more for the
52-week period ended July 20, according
to IRI. Portable oral care posted a 15%
sales increase, while power toothbrushes
rose nearly 8%. Toothbrushes and tooth-
paste rose 3% and 2%, respectively.
The whitening category was down 1%,
but suppliers say these products continue
to attract shoppers to the drug store.
The whitening segment is the top seg-
ment right now within the total toothpaste
category. A lot of the products in the aisle
have additional benefits in addition to
whitening, said Laura Eggert, shopper in-
sights manager for oral health at GSK Con-
sumer Healthcare. Whitening is a driving
benefit for product choice among consum-
ers right now. People expect toothpaste to
give fresh breath and [fight] cavities, but
what they also want is a whiter smile.
Products with multiple benefits also
are popular. Theres certain folks who
love these all-in-one toothpastes because
they get everything in one, Eggert said.
Its a conversation that happens from the
dentists office. But I also think that com-
petitors have launched these products be-
cause they have seen some success.
Packaged Facts projects that by 2017, re-
tail sales of oral care products will approach
$6 billion, reflecting a compound annual
growth rate of approximately 4%. Part of
that growth is being driven by increasing
consumer interest in natural products.
When it comes to oral care, the biggest
issue that most consumers have today is
gum recession and sensitivity. Gum reces-
sion is affecting everyone, not just older
people, said Patrice LeMaire, spokesman
for Curaprox, which manufactures a char-
coal-based whitening toothpaste. In the
whitening segment, most of the whiten-
ing systems on the market are going to be
chemical-based, which we think are harm-
ful. Black is White is the first natural alter-
native to these chemical-based whiteners.
Eggert said GSK Consumer Healthcare
is still trying to see how motivating nat-
ural is for consumers.
WHATS HOT
Sensodyne offers whitening option
WARREN, N.J. GSK Consumer Healthcare
has expanded its flagship Sensodyne line
with a fresh-mint-flavored Sensodyne True
White toothpaste that helps relieve tooth
sensitivity, while providing a whiter smile.
The product offers a combination of sensi-
tivity relief, sensitivity protection, cavity pro-
tection, stain prevention and stain removal. Sensodyne
Sensodyne True White also is ten times True White
less abrasive than many leading whiten- toothpaste
ing toothpastes, according to GSK Consumer Health-
care. The suggested retail price is $5.99.
Whitening the all-natural way
CAMBRIDGESHIRE, U.K. Swiss oral
care brand Curaprox has launched an
all-natural whitening toothpaste that re-
moves discoloration by using activated
carbon without eroding or bleaching
the enamel. Black is White toothpaste
contains enzymes that protect against
Curaprox
tooth decay and support salivary func- Black is White
tions. It also remineralizes tooth enamel toothpaste
and seals exposed dentine channels. The toothpaste
comes with a toothbrush and has an SRP of $29.95.

Top 10 toothpastes
BRAND SALES* % SALES CHG $ SHARE $ SHARE CHG UNIT SALES* % UNIT CHG AVG PRICE AVG PRICE CHG
Crest 3D White $180.7 29.7% 6.6% 1.4% 44.8 26.3% $4.03 $0.10
Colgate Total 178.7 5.5 6.6 0.1 48.6 6.4 3.68 -0.03
Sensodyne 171.4 15.1 6.3 0.6 30.0 15.0 5.72 0.00
Sensodyne Pronamel 163.1 9.7 6.0 0.4 28.1 5.4 5.80 0.23
Colgate Optic White 143.8 9.2 5.3 0.3 36.6 4.8 3.92 0.16
Colgate 122.7 11.8 4.5 0.3 67.2 9.2 1.82 0.04
Crest 112.2 0.6 4.1 -0.1 55.6 3.7 2.02 -0.06
Colgate Max Fresh 88.5 -1.8 3.3 -0.2 25.9 -5.9 3.42 0.14
Crest Pro Health 86.2 19.6 3.2 0.4 26.8 14.5 3.22 0.14
Crest Whitening Plus Scope 82.0 -8.9 3.0 -0.4 29.3 -4.0 2.80 -0.15
TOTAL $2,722.3 3.2% 100.0% NA 830.3 0.2% $3.28 $0.10
* In millions
Source: IRI for the 52 weeks ended July 10, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

60 SEPTEMBER 2016 DRUGSTORENEWS.COM