New Market Report: Oral Care in the US

Oral care saw value sales increase by 2% in 2013, placing it roughly in line with the growth in the rest of the review period. Categories tend not to do particularly well or too poorly, considering that most people's oral care routine is fairly well-established. For categories such as breath fresheners and tooth whiteners, which are losing sales on a year-on-year basis, there are those that manage to outpace the category, such as electric and manual toothbrushes. In addition, the largest category, toothpaste, with a 35% share of value sales, typically manages to anchor the entirety of oral care to low single-digit growth due to very steady and unchanging demand.

Competitive Landscape

Oral care in the US continued to be contested by three major players in 2013, namely The Procter & Gamble Co, Colgate-Palmolive and Johnson & Johnson Consumer Products, which together accounted for a retail value share of 62% in oral care. Procter & Gamble, with its Crest, Oral-B, Fixodent and Scope brands, maintained its position as the leading player, accounting for a 33% value share.

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Industry Prospects

Oral care in the US is predicted to increase by 11% in value terms at constant 2013 prices over the forecast period, to reach retail sales of US$8.4 billion in 2018. An inclination to trade up to more premium-positioned products, and ever-increasing levels of disposable income to enable this, point towards an increasingly positive market for oral care, whilst steady baseline demand for products which are considered a necessity should limit downwards pressure. Should the public's desire to maintain a better level of overall health intensify, it is also possible that innovative products such as Orabrush's tongue brush will see more mainstream adoption, driving growth even further.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in USA market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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