Dental Accessories - US - March 2006

TABLE OF CONTENTS

• Introduction and Abbreviations
• Introduction
• Other relevant reports
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Sales of dental accessories at nearly $800 million (excludingWal-Mart)
• Dental accessories address numerous need states
• Dental tools take lead in sales as whitening kit sales drop 26.6%
• Consumers still resist flossing
• Consolidation in supply structure
• Drug stores are main channel, but natural food stores are the onlyones to grow
• "Sophisticated" career women are core market for whiteningproducts
• Direct marketing to diabetic community?
• On-site dental advice in retail chains?
• Dental accessories category expected to have $846 million in salesby 2010
• Market Drivers
• Desire for "a nice smile"
  • Figure 1: What consumers want most fortheir smile, November 2005
• Avoidance of dental problems
  • Figure 2: Oral problems currently have orever had, November 2004
• Consumers still resist flossing
  • Figure 3: How often use regular dentalfloss, November 2005
• Competition to whitening kits
• Professional services
  • Figure 4: Attitudes towards cosmeticdentistry, July 2005
  • Figure 5: Products dentist offices havetried to sell in the past two years, November 2005
• Other consumer products
  • Figure 6: Top five positioning claims fornew toothbrushes, toothpastes and mouthwashes in the U.S., 2005
• Perceived risks of whitening products
  • Figure 7: Reasons for not purchasingteeth-whitening products, November 2004
• Baby Boomers, their oral health and their appearance
  • Figure 8: What consumers want most fortheir smile, by age, November 2005
  • Figure 9: Frequency of usage of regulardental floss, by age, November 2005
• Kids and teens drive market
• Market Size and Trends
• Market size
  • Figure 10: U.S. retail sales of dentalaccessories in FDM and natural food channels, at current and constantprices, 2000-05
• Market trends
  • Figure 11: Number of new dentalancillaries launched, 2000-05
• Market Segmentation
• Overview
  • Figure 12: Sales of dental accessories andcare products in FDM and natural food channels, segmented by producttype, 2003 and 2005
• Dental tools
  • Figure 13: Sales of dental tools in FDMand natural food channels, at current and constant prices, 2000-05
• Whitening kits
  • Figure 14: Sales of whitening kits in FDMand natural food channels, at current and constant prices, 2000-05
• Oral pain relief
  • Figure 15: Sales of oral pain relievers inFDM and natural food channels, at current and constant prices, 2000-05
• Floss
  • Figure 16: Sales of dental floss in FDMand natural food channels, at current and constant prices, 2000-05
• Supply Structure
• Overview
  • Figure 17: FDM sales of dentalaccessories, by manufacturer, 2003 and 2005
• Dental tools
  • Figure 18: FDM sales of dental tools, bymanufacturer and brand, 2003 and 2005
• Whitening kits
  • Figure 19: FDM sales of whitening kits, bymanufacturer and brand, 2003 and 2005
• Oral pain relief
  • Figure 20: FDM sales of oral pain relief,by manufacturer and brand, 2003 and 2005
• Floss
  • Figure 21: FDM sales of dental floss, bymanufacturer and brand, 2003 and 2005
• Major manufacturer profiles
• Procter & Gamble/Gillette
• Johnson & Johnson
• Del Pharmaceuticals
• Colgate-Palmolive
• Advertising and Promotion
• Introduction
• P&G/Gillette
• Johnson & Johnson
• Retail Distribution
• Introduction
  • Figure 22: U.S. retail sales of dentalaccessories, by channel, 2003 and 2005
• Drug stores
  • Figure 23: U.S. drug store sales of dentalaccessories, at current and constant prices, 2000-05
• Supermarkets
  • Figure 24: U.S. supermarket sales ofdental accessories, at current and constant prices, 2000-05
• Mass merchandisers
  • Figure 25: U.S. mass merchandiser sales ofdental accessories, at current and constant prices, 2000-05
• Natural food stores
• The Consumer
• Introduction
• Consumer aspirations regarding oral health
  • Figure 26: What consumers want most fortheir smile, by gender, November 2005
  • Figure 27: What consumers want most fortheir smile, by household income, November 2005
  • Figure 28: What consumers want most fortheir smile, by race/ethnicity, November 2005
• Frequency of usage of dental accessories
  • Figure 29: Frequency of usage for specifictypes of dental accessories, November 2005
  • Figure 30: Frequency of usage of regulardental floss, by gender, November 2005
  • Figure 31: Frequency of usage of regulardental floss, by age, November 2005
• Usage of teeth whiteners
  • Figure 32: Usage of teeth whiteners, May2004-May 2005
  • Figure 33: Usage of teeth whiteners, bygender, May 2004-May 2005
  • Figure 34: Usage of teeth whiteners, bycohorts, May 2004-May 2005
  • Figure 35: Usage of teeth whiteners, byage, May 2004-May 2005
• Types of teeth whiteners used
  • Figure 36: Types of teeth whitener used,May 2004-May 2005
  • Figure 37: Types of teeth whitener used,by age, May 2004-May 2005
• Brands of teeth whiteners used
  • Figure 38: Teeth-whitening brands used,May 2004-May 2005
  • Figure 39: Teeth-whitening brands used, bygender, May 2004-May 2005
• Attitudes toward whitening and whitening products
  • Figure 40: Attitudes toward whitening andwhitening products, by gender, November 2005
• Attitudes toward flossing
  • Figure 41: Reasons for not flossing morethan once a week, by gender, November 2005
  • Figure 42: Reasons for not flossing morethan once a week, by age, November 2005
• Use of teeth whiteners among teens
  • Figure 43: Usage of teeth whiteners, teensvs. adults, May 2004-May 2005
• Types of teeth whiteners used among teens
  • Figure 44: Type of teeth whiteners used byteens, by age group, May 2004-May 2005
• Brands of teeth whiteners used by teens
  • Figure 45: Brand of teeth whiteners usedamong teens, May 2004-May 2005
• Summary
• Teeth whiteners
• Floss and other dental accessories
• Future and Forecast
• Future trends
• Oral hygiene for specific groups
• The diabetic community
• Smokers' needs
• Retailer-based on-site dental advice?
• More focus on the youngest consumers
• Market forecast
• Dental accessories
  • Figure 46: Forecast of total U.S. FDM andnatural food channel sales of dental accessories, at current andconstant prices, 2005-10
• Dental tools
  • Figure 47: Forecast of U.S. FDM andnatural food channel sales of dental tools, at current and constantprices, 2005-10
• Whitening kits
  • Figure 48: Forecast of U.S. FDM andnatural food channel sales of whitening kits, at current and constantprices, 2005-10
• Oral pain relievers
  • Figure 49: Forecast of U.S. FDM andnatural food channel sales of oral pain relievers, at current andconstant prices, 2005-10
• Dental floss
  • Figure 50: Forecast of U.S. FDM andnatural food channel sales of dental floss, at current and constantprices, 2005-10
• Forecast factors
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Personal Products: Reach Access Disposable Flosser Heads
• SuperValu: Home Best Whitening Wraps
• DenTek: DenTek Individually Wrapped Silk Floss Picks
• CVS Drugstores: CVS Dissolving Whitening Strips
• Blistex: Blistex Kank-a Soft Brush
• Advanced Floss Systems: Pocket Floss
• Dr. Harold Katz: Dr. Katz Pain Relief Oral Strips
• Swabplus: Swab+Plus Dental Stain Eraser
• Dr. Ray's: Spiffies Baby Tooth Wipes
• Procter & Gamble: Crest Night Effects Whitening System forSensitive Teeth
• Appendix: Simmons Cohort Definitions
  • Figure 51: Cohort descriptors, all groups