399 East 72nd Street Suite 1A
Between First and York Avenues
New York, NY 10021
(212) 988-8822
(212) 988-8858 Fax

   Simon W Rosenberg, DMD

Prosthodontics and Cosmetic Dentistry
The Center for High Tech Dentistry
"Improving Smiles One Patient at a Time
Using High Tech with a Gentle Touch
"

Call for your initial exam or for a Free Consultation!
 

Site Menu                

 

Right in the kisser: today's oral care packs a one-two punch.


by Meisel, Melissa

[ILLUSTRATION OMITTED]

MANY CONSUMERS believe that brighter, whiter teeth make one look younger, healthier, even savvier. For some, prepping for a special occasion has come to include a new outfit or hairstyle, day at a spa and even dental procedures. And what once could only be done at a DDS office has now taken shape in a variety of oral care SKUs available at the neighborhood CVS.

Sales of toothpaste alone totaled $1.4 billion in U.S. supermarkets, drugstores and mass merchandisers excluding Wal-Mart, according to Information Resources, Inc. (IRI) for the year ended Nov. 4, 2007. Factor in mouthwash ($675 million) and toothbrushes/dental accessories ($1.3 billion) and oral care sales soar to $3.3 billion.

According to a 2007 Packaged Facts report, "Oral Care in the U.S.," there is an extensive overlap between categories and segments in the industry. Marketers actively develop and launch products positioned on multiple attributes--i.e., mouthwash that improves breath while removing tobacco stains or electric toothbrushes that double as flossing agents.

Packaged Facts projects that the U.S. oral care market will achieve relatively steady growth during 2006-2012, finishing the period at nearly $8.9 billion at retail. The total advance for 2006-2012 will be 17.6%, or more than $1.3 billion. However, when the future of the overall market is considered by category, only the projection for the gum/mouthwash/breath freshener category can be interpreted as truly positive. A lot has to do with a multitude of flavor and ingredient options angled toward a gourmand palette.

Flavor of the Month

Flavor has always been a staple in most oral care products' marketability. Classic mint selections have given way to a barrage of exotic, even fruity tastes in toothpaste and mouth rinses. Tom's of Maine's chief operating officer Tom O'Brien points to citrus blends, vanilla and high-intensity flavor concepts like Colgate's Max Fresh and Crest Expressions as the latest in flavor trends for 2007.

[ILLUSTRATION OMITTED]

Dr. Simon W. Rosenberg, Center for High Tech Dentistry, New York, NY, points to the basics as recent patient preferences: "For polishing paste, it's been mint (90% of his clients) or grape (10%)--no one seems to want the bubblegum, chocolate, raspberry or other exotic favors."

Some say that the naturals boom is broadening the horizon in oral care formulas, as certain ingredients feature health benefits. Dr. Harold Katz of Beverly Hills, CA, founder of the California Breath Clinics and inventor of the TheraBreath Oral Care System, tells HAPPI that while mint has always been popular, marketers are seeing an increasing demand for natural essential oils of mint like peppermint and spearmint.

"It's because natural essential oils, besides tasting great, also kill bad breath bacteria. Furthermore, there is no strange after taste with essential oils versus artificial mint flavorings," says Dr. Katz.

Dr. Katz also notes that traditional Eastern flavors such as cinnamon, vanilla and clove are also gaining popularity in oral care products, as they help to stimulate saliva, which naturally keeps the breath fresh.

Ultimately, savory flavors may convince a consumer to sample a product, says Dr. Katz. However, "we find that consumers are now more educated and are mostly concerned with results. So, if a mouthwash tastes great, but does not eliminate bad breath, consumers will abandon it for what really works."

All About Ingredients

While some may be drawn to oral care products based strictly on flavor, other consumers are interested in what the product can do for them--such as whitening, fresh breath, cavity and tartar protection, or gingivitis prevention delivered by an assortment of different ingredients, notes Tonia Elrod, external relations manager Procter & Gamble, Cincinnati, OH. She says that P&G offers such a wide selection of oral care products because all of its products are specifically designed to meet unmet consumer needs: "For example, a consumer who loves new experiences and wants to make brushing fun might choose our Lemon Ice or Vanilla Mint toothpaste, while a consumer who wants to prevent gum disease might choose Crest Pro-Health because of its proprietary Polyfluorite System."

Michael Apa, cosmetic dentist, Rosenthal Apa Group, New York, NY, concurs that ingredients encourage the market to sway toward select SKUs, as "consumers are buying oral care products based more likely on ingredients than on flavors. These consumers now look for an active bleaching ingredient, hydrogen peroxide or carbamide peroxide."

According to Dr. Apa, fluoride also is an important component in the daily oral care routine: "Consumers have suddenly realized that flouride is not meant to be used twice a year in large doses. Most of the bestselling mouth rinses are leaning away from alcohol base, which is bad for gum tissue, and into the flouride base, which protects teeth against cavities. Researchers have now discovered fluoride can actually stop small cavities from getting bigger."

Infused with fluoride or not, premium oral care continues to dominate the market. "People are leaving the alcohol-based, burning mouthwashes and sweet, flavored toothpastes that were popular with their parents' generation and are paying more attention to the quality of their oral care products. They want all-natural ingredients, non-irritating formulas, and effective products that actually kill germs and reduce gum problems. We are also seeing that consumers are being more faithful to brushing and rinsing at night again. This is a terrific development," says Dr. Katz.

Health and Wellness

The beauty and health worlds are more entwined than ever before, as the mass market seeks to achieve outer beauty from the inside out. An example is the March 2008 launch of the new Crest Healthy Radiance Toothpaste System, a set of daily toothpaste and weekly deep cleaning strips.

According to P&G, it is Crest's first and only daily paste and weekly strip set designed to strengthen enamel below the surface and deep clean to whiten teeth. The system comes with a mint-flavored paste and eight weekly strips (four upper, four lower) for weekly 30-minute treatments and is geared toward the first-time consumer for whitening strips.

[ILLUSTRATION OMITTED]

"People are taking a holistic approach to their wellness routine more than ever before, recognizing the health-beauty link," says David Dintenfass, associate director of Global Whitening at P&G. "We developed Crest Healthy Radiance for women who embrace the notion that beauty starts with health from within."

Also in March, Crest Whitestrips is expanding its formula options to include Crest Whitestrips Daily Whitening + Tartar Protection. The new added ingredient, pyrophosphate, binds to the surface of teeth to prevent calcium and phosphate ions from forming together to build a crystal that develops and forms tartar. The dual action ingredients on the strip interact with teeth to provide a two-part benefit available for the first time in a five-minute teeth-whitening strip.

Fresh Breath

Novel technology delivers a whole new dimension of freshness in today's oral care market. For example, Colgate-Palmolive recently rolled out its Colgate Max Fresh Toothpaste with Mini Breath Strips--touted as the first and only whitening toothpaste infused with tiny breath fresheners that dissolve in the mouth instantly upon brushing.

"The vibrant colors and visible breath strips in the toothpaste will truly stand out on shelf, telling the consumer this is something new and different," said Suzan Harrison, vice president and general manager, Colgate U.S. Oral Care. "We're confident that once consumers try it, they'll like it."

Another mouth-freshening brand to be found on the mass-market shelves is Dr. Katz's TheraBreath. According to the company, the exclusive, original formula debuted in 1994 and has been used by millions worldwide to solve the problems of bad breath and unpleasant mouth taste. Due to its success, Dr. Katz expanded on his original TheraBreath Toothpaste and Oral Rinse products to address other problem areas in personal care such as teeth whitening, the clearing of tonsil stones, premium periodontal therapy products and even bad breath treatment systems for pets!

[ILLUSTRATION OMITTED]

"Modern chemistry now allows the blending of pure and natural ingredients into pleasant tasting oral products," says Dr. Katz. "Years ago, it was nearly impossible to make oral products without the addition of saccharin, detergents and a wide range of foaming and coloring agents. Today, the new leading-edge manufacturers in oral care use formulas that include xylitol, proprietary natural oxygenating compounds, aloe vera, essential oils and other natural ingredients that taste great, are great for you, and get the job done better than any of the products that have come before."

The Green Wave

Packaged Facts reports that in the dental preparations and gum/mouthwash/breath freshener categories, there has been some confusion of the benefits of natural formulations. Controversy has resulted devolving on two ingredients--namely fluoride and sodium lauryl sulfate (SLS).

The market research firm points to two major natural brands-Jason and Tom's of Maine--that are now sold in versions both with and without fluoride. As for sodium lauryl sulfate, this foaming agent and surfactant also used in shampoo, body wash and other personal care items, has long been suspected as a carcinogen, notes Packaged Facts.

"There have been several manufacturers who portray a homemade or small town natural approach to dental marketing," says Dr. Rosenberg of the Center for High Tech Dentistry. "Most are made in large factories, just like the national brands we see advertised everywhere. This is probably best, in light of the recent cases of foreign made toothpastes that contain toxic chemicals such as propylene glycol and lead-contaminated components or tube packaging."

Marketers' use of either substance in otherwise natural or organic toothpaste, denture cleanser, mouthwash, floss or other products may be motivated by the desire to reach a wider audience, especially through the mass market, says Packaged Facts. The above-mentioned brands, first made widely available in the natural food/HBC channel, are now often found alongside Colgate and Crest in supermarkets, chain drugstores and mass merchandisers.

This spring, mass-market naturals company Tom's of Maine will introduce a patent-pending new formula with the launch of its Natural Clean & Gentle Care and Sensitive Care toothpastes. According to the company, the Tom's research team has discovered that the natural ingredient glycyrrhizin, from purified licorice root, creates a foaming action for dispersing ingredients in the mouth. The Tom's of Maine formulas are rolling out in a variety of function and flavor combinations: anti-cavity plus whitening SLS-free fluoride toothpaste, anti-cavity plus dry mouth soother SLS-free fluoride toothpaste, anti-plaque plus whitening SLS-free, fluoride-free toothpaste and anti-plaque SLS-free toothpaste.

Swedish cosmetics company Oriflame is making a foray into the dental realm this spring with its first toothpaste formula, Optifresh. Containing a combination of sea algae rich in zinc, iron, calcium and phosphor that helps "remineralize" tooth enamel, and fluoride which protects teeth from acids known to cause cavities and tooth decay, Optifresh is hoping to capture the attention of the naturals consumer.

There are even eco-friendly toothbrushes in the expanding oral care marketplace. After 10 years in the making, Italian bath, body and hair care company Acca Kappa is introducing its Bioceta line--a collection of eco-friendly hairbrushes, combs and toothbrushes. The Acca Kappa Bioceta Toothbrush uses natural bristles and is derived from cotton.

A Bright Future?

Rather than promoting natural ingredients, dentists will be touting the benefits of the natural look this spring. Notes Dr. Apa: "A big trend of 2008 will be more natural looking cosmetic dentistry. Not a bright white Hollywood smile, but more natural and real."

[ILLUSTRATION OMITTED]

And the way to achieve a first-class grin is a daily regimen, says Ms. Elrod of P&G: "We saw the first examples of this trend in Fall 2007, when we launched two new combinations of products: Scope White mouthwash, Crest Extra White plus Scope toothpaste and Glide Extra White plus Scope flavor floss for consumers who want the confidence of white teeth and fresh breath; and Crest Pro-Health Night toothpaste and Crest Pro-Health Night rinse for consumers who want to wake up with a healthier-feeling mouth."

Ms. Elrod also tells HAPPI that while the popularity of health-focused products like Crest Pro-Health line will continue to be a mainstay for 2008, marketers will also explore products that combine health and beauty, as "this trend is gaining popularity because consumers not only want to feel good, they want to look good."

Marketers Bank on High-Tech Features for Toothbrushes

[ILLUSTRATION OMITTED]

THE MOST FUNDAMENTAL product positioning for marketers of oral care implements/appliances is high performance based on advanced technology or design, notes Packaged Facts. This applies to both manual and electric products, as a marketer may tout a brush head's bristle contour or an electric toothbrush's number of strokes per minute. "The mechanical toothbrush manufacturers have introduced a number of innovations," agrees Dr. Simon Rosenberg of the Center of High Tech Dentistry. "The Ultreo, which uses an Ultrasonic wave guide to direct bacteria-bursting pulses to the teeth, seems to accelerate the whitening effects of bleaching toothpastes, as reported by my wife and several patients."

Dr. Rosenberg points to Philips Sonicare's latest release as a noteworthy innovation. Philips Sonicare's new UV Sanitizer is said to kill up to 99% of certain bacteria on toothbrush heads. It uses ultraviolet (UV) clean light technology in a 10-minute cycle to safeguard against certain bacteria.

"Consumers want to do everything they can to establish and maintain a healthy lifestyle." said Eric Grosgogeat, vice president of marketing, Philips Sonicare. "Not only are they taking meticulous care of their teeth and gums, but they want to ensure that their toothbrushes are clean."

Melissa Meisel

Associate Editor

Crest Still Leads in Toothpaste Sales

Procter & Gamble's Crest products continue to be at the forefront of the toothpaste category, according to a report from Information Resources, Inc. (IRI). Here are the sales for the top 10 toothpaste brands in food, drug and mass merchandisers for the year ended Nov. 4, 2007, excluding Wal-mart stores. All dollar figures are in millions.

Vendor $ Sales % Change
Crest 128.6 (5.37)
Crest Whitening Plus Scope 103.9 7.09
Colgate Total 98.0 (4.26)
Colgate 89.9 (1.43)
Crest Pro-Health 67.8 376.17
Sensodyne 63.3 0.02
Crest Whitening Expressions 53.1 (18.96)
Colgate Max Fresh 48.5 10.48
Aquafresh Extreme Clean 33.2 (11.70)
Colgate 2 In 1 27.6 0.68

Reference: https://www.entrepreneur.com/tradejournals/article/175443093_1.html 

 

    Office Hours   

Mon 8am-6pm
Tue 8am-6pm
Thur 8am-6pm
Wed 8am-5pm
Fri: 8am-3pm
Sat: Closed
Sun: Closed

 
LinkedIn Professional Connection Profiles
            Subscribe to Our Dental Health Newsletter with valuable dental and medical health Information
 
 
Link to me on Twitter
 
 
 
 
 
Flag Counter

Click to Go to Secure Website to Complete New Patient Forms which will be sent to us by a secure, encripted method to preserve your confidentiality

 Home Page
 About Us
 Directions and Map
 My Staff
 Comments about Pam
 My Curriculum Vitae
 Choosing a Dentist
 Technology in Our Office
 Fully Computerized Dental Office
 Patient Education
 Infection Control
 Videos of Our Patients
 What our Patient Say
 Survey Results 7-2006 - 10-2007
 Second Survey 10-2007 - 3-2008
 Testimonials From CitySearch.com
 Services We Offer
 CEREC - One-Visit All-Porcelain
 Why CEREC is Best Restoration
 Research on CEREC
 CEREC Videos
 Waterlase MD dental laser
 SNAP Dental Imaging Software
 Choosing Ortho Treatment
 Invisalign
 Six Month Smiles
 Problems Treated with 6 Month Smiles
 Six Month Smile Videos
 Six Month Smiles FAQ
 Implants
 T-Scan Occlusal Analysis
 X-Ray Examinations
 Computerized Digital Radiography
 Composite vs Amalgam Fillings
 Crowns
 Bridges
 Veneers
 Root Canal Endodontic Treatment
 Dentures
 How Dentures are Made
 Immediate Dentures
 Removable Partial Denture
 Denture Care
 Soft Denture Liners
 Oral Medicine
 OsteoNecrosis from Medications
 Diagnodent
 TMJ and TMD
 Pediatric Dentistry
 Maxillofacial prosthetics
 Cosmetic Dentistry
 Smile Analysis
 Smile Evaluation Form
 Snap Digital Imaging
 Bonding
 Zoom In-Office Whitening
 The Zoom Procedure
 Veneers or Laminates
 da Vinci Labs
 Laser Dentistry
 Biolase Waterlase Dentistry
 Laser Questions & Answers
 Videos of Laser Treatment
 Laser Root Canal on "The Doctors"
 Facial Esthetics with Botox & Dermal Fillers
 Before and After Photos
 Periodontal Disease Prevention & Treatment
 Periodontal Disease (Gum Disease & Gingivitis)
 A Dental School Explanation of Periodontal Disease
 Periodontal Risk Factors
 The Stages Of Periodontal Disease
 The Role of X-Rays in Periodontal Disease Diagnosis
 Gum Disease Linked with Heart Disease
 Flossing and Brushing
 Fluoride Role in Decay, Periodontitis and Sensitivity
 Deep Scalling and Root Planing
 Occlusal (Bite) Adjustment
 The Latest News in Periodontalogy
 Technology We Use
 Patient Loyalty Program
 Insurance and Financing
 Articles
 I Hate My Smile What Can I Do
 Why You Need to Know How To Choose A Dentist
 Oral Complications of Cancer Therapies:
 Altered Dental Root Development in 17 Leukemia Patients
 Right in the Kisser: Entrepreneur.com Article
 Resources
 Web Sites
 Services
 2009 Newsletters
 January 15 2009 Newsletter
 July 8 2009 Newsletter
 February 6 2009 Newsletter
 Memorial Day 2009 Newsletter
 Subscribe to My Newsletter
 2008 Newsletters
 January 5 2008 Newsletter
 June 6 2008 Newsletter
 July 4 2008 Newsletter
 July 8, 2008 Newsletter
 August 8, 2008 Newsletter
 August 24, 2008 Newsletter
 September 5 2008 Newsletter
 October 15 2008 Newsletter
 October 23 2008 Newletter
 November 11, 2008 Newsletter
 Thanksgiving Thoughts 2008
 December 5, 2008 Newsletter
 Previous Newsletters
 SmiileLink Newsletter by CAESY
 Dec 24, 2006 Newsletter
 January 14, 2007 Newsletter
 February 19th 2007 Newsletter
 March 24, 2007 Newsletter
 April 6, 2007 Newsletter
 May 6, 2007 Newsletter
 May 20, 2007 Newsletter
 June 5, 2007 Newsletter
 June 15, 2007 News Alert
 July 1 2007 Newsletter
 July 6 2007 Newsletter
 December 2, 2007 Newsletter
 December 12 2007 Newsletter
 Testimonials
 From Linked-In
 From YP.com
 Dentistry in the News
 The Doctor's Channel - Dentistry
 The Journal of Prosthetic Dentistry
 New York Times -- Health News
 Contact Us
 Privacy Policy and HIPAA
 Employment Application
 Swine Flu Info
 April 25 2009 NYC Update
 April 26 2009 NYC Update
 April 29 2009 NYC Update
 May 1 2009 NYC Update
 May 12 2009 NYC Update
 May 24 2009 NYC Update
 Making a Video
 Site Map