With a compound annual growth rate (CAGR) of 5.1% over the last three years, manufacturers’ sales of professional oral care products in the United States are offering much to smile about with sales in 2013 alone estimated at $426.5 million, according to Professional Oral Care USA, which includes extensive research with dentists and dental hygienists by worldwide consulting and research firm Kline & Company.
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 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. Abetting the popularity of fluoride varnishes has been the addition of amorphous calcium phosphate (ACP), allowing a greater fluoride uptake to the tooth.
However, this market dominance is being slowly eroded by the rapidly growing whitening therapeutic indication, with sales estimated at over $117 million at the manufacturers’ level in 2013, reflecting a CAGR of 10.5% from 2010. Encouraged by convenience, cost advantage, and technological advances, take-home whitening treatments dispensed through dentists’ offices have been gaining popularity over in-office treatments.
Laura Mahecha, Kline’s Healthcare industry manager, has pointed out a consequence of this success: “With newer whitening treatment formulations having built-in desensitizing ingredients, one of the biggest disadvantages of take-home whitening alternatives has been addressed. However, the increased sales of advanced whitening treatments containing desensitizers have had a detrimental effect on sales of sensitivity products given that consumers no longer need to purchase additional sensitivity products.”
Despite this challenge, manufacturers’ sales of anti tooth-sensitivity products have seen a CAGR of 3.4% over the last three years.
Other significant trends observed include the introduction of periodontal products targeting pediatric patients. With a view to fostering good oral hygiene habits early, companies such as Procter & Gamble are offering products catering to specific age groups/development ages of children including 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.
Given Kline’s findings on the high importance of brand loyalty, this early engagement is a worthy long-term strategy. Kline’s research has found that consumers tend to purchase brands that they have used since childhood; moreover, they are likely to pass on their habits to the next generation. Conversely, dental professionals will often recommend oral care products based on their active ingredients rather than specific brands.
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 14.6% market share, followed closely by 3M and Philips.
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.
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. Mahecha notes, “Successful marketers need data on volume and value changes, brand dynamics and distribution trends in order to effectively plan strategies. This timely research will allow first-hand insights from dental professionals about categories/brands and reveal dental professionals’ unmet needs for professional oral care products.”