With a compound annual growth rate of 5.1% over the last three years, sales of professional oral care products are offering much to smile about. Sales in 2013 are estimated at $426.5 million, according to Kline’s Professional Oral Care USA, which includes extensive research with dentists and dental hygienists.
Evidence suggests that there is an increasing trend towards the introduction of periodontal products targeted towards pediatric patients in an attempt to develop good oral hygiene habits at an early stage in life. Marketers develop product and packaging designs based on cartoon or superhero characters in order to create excitement among children and get them to brush or floss regularly. Companies such as Procter & Gamble also offer products based on the age range of children. A few of these products include Oral-B Pro-Health Stages 4-24 Months Toothbrush, Oral-B Pro-Health Stages 2-4 Years Toothbrush, and Oral-B Pro-Health 5-7 Years Toothbrush. Naturally, these products are enhanced with cartoons/superheroes.
In addition to fluoride rinses, chlorhexidine gluconate is being recognized as a prominent sub-segment, and the market for chlorhexidine gluconate rinses is skewed towards branded chlorhexidine gluconate, accounting for over two-thirds of the sub-segment’s total sales.
Caries remain the leading therapeutic indication within the professional oral care market in 2013, claiming sales of over 43% of the total U.S. market due to the sales gains of fluoride varnishes. Fluoride varnishes are preferred over other topical fluoride therapy treatments, such as gels and foams, due to their ease of application, efficacy, and safety of these products. Almost 50% of dental professionals surveyed named caries/general oral care as the indication they most frequently treat. According to the dental survey, toothpastes, toothbrushes, and dental floss are the most frequent free samples given to patients by dental professionals for use at home.
An estimated 60% of total U.S. professional oral care market sales in 2013 is claimed by the top five marketers, with Colgate-Palmolive leading with a 14.6% market share, followed closely by 3M and Philips. Regardless of the brand, all dental professionals prescribe oral care products which include particular active ingredients. Kline’s Professional Oral Care USA shows that product samples and product information are considered to be the most valuable tools provide by oral care manufacturers to dental professionals while online practice management tools and practice management software are the least valuable.
Kline’s Professional Oral Care USA is a comprehensive assessment of the U.S. market for professional oral care products used and sold to consumers through dental professional offices. The combination of information from the marketers and dental distributors with that from dental professionals makes this report unique and indispensable. Kline’s comprehensive report also analyzes unmet needs and new technologies of interest as expressed by dental professionals. These include air flossers, better plaque removal methods, calcium augmenting products with low antibiotic content, and oral cancer detection products.
