Sales of over-the-counter oral care products reached US $4.9 million in 2012, up 2.2% from 2011 sales, according to a report from Packaged Facts, and by 2017, retail sales will approach $6 billion, reflecting a compound annual growth rate of approximately 4%.
In the oral care market, health concerns are the number one driver of sales, but consumers are also looking to whiten their teeth and freshen their breath. If a product can do all three, all the better. According to the report, marketers looking to spur sales in several categories have had success with "product suites," i.e., groupings of products presented as a complete oral care package, which encourages consumers to remain brand loyal.
This content is adapted from an article in GCI Magazine. The original version can be found here.