Whiteners to push U.S. oral care market to sales of $8.5 billion in 2007

Whitening agents have infiltrated nearly every product in the oral care market, according to The U.S. Market for Oral Care Products, a newly published Packaged Facts report available at MarketResearch.com. Whitening innovations will propel what would otherwise be a static oral care market into a dynamic, $8.5 billion industry by 2007.

The presence and impact of whiteners are inescapable: every major oral care marketer has extended its flagship brand lines with whitening agents. The fact that a toothpaste, mouthwash, or gum has a whitening agent, or that a product is specifically designed to whiten teeth, often overshadows the more traditional benefits normally associated with oral care products, such as protection against cavities, gingivitis, or plaque. Indeed, Procter & Gamble recently announced a major advertising campaign for its Crest WhiteStrips to combat inroads Colgate has made in the whitener category with its Simply White gel.

"Whiteners are now in almost every product in the market," said Don Montuori, Acquisitions Editor for Packaged Facts. "We are just beginning to see how market demand for whitening products will settle out. For instance, whitening mouthwashes came out before most whitening gums, but now sales in the gum segment have eclipsed all success in the mouthwash arena. It's too early to tell at this point where the whitening trend will have the most power, but it will certainly change the market as a whole."

The U.S. Market for Oral Care Products provides detailed information about consumer demographics, as well as distribution and marketing trends, product development, and emerging promotional campaigns. The report also includes historical sales data, as well as market projections through 2007.