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Mintel: Oral Care Products Should Multi-Task

Aug 15, 2012, 6:13 PM
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New research from Chicago-based market research firm Mintel says only 10% of those looking for teeth-whitening services went to the dentist. 

Slightly more than four in 10 respondents (41%) have tried to whiten their teeth in the last 12 months using toothpaste, while 17% have used at-home mouthwash and 15% with 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,” says Gabriela Mendieta, home and personal care analyst at Mintel. “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 ones overall wellbeing.”

The firm says the majority of people (73%) are looking for toothpaste that prevents cavities, while some 70% of Americans look for toothpaste that boasts tartar control. A product that promises whiter teeth is the third most popular attribute with 66% of people, followed by 56% who are looking for a product to strengthen their enamel. 

Mintel suggests thta the relation between oral health and general health may be a selling point for marketers to drive sales and encourage users to widen their oral care repertoires and regimens. In fact, the floss/accessories/tools segment increased by more than 2.8% in sales from 2010 to 2011, more than any other oral care segment. Mintel research suggests that this could grow further if marketers create ads that highlight the link between oral bacteria and the potential for risk in other areas of the body.

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