Adult Mouth Care in Ukraine - New Market Study Published

Products formulated to solve the problems of dry mouth succeeded in gaining share of the adult mouth care category again in 2013, spurred by favourable demographic and health-based trends. While not a necessary component of growing old, many elderly people develop dry mouth, and its increasing share of the population has helped drive growth of products which target this problem, such as Biotene. Persons over the age of 65 make up 14% of the total US population, up 2% from 2003. Additionally, dry mouth can often be a side effect of many medications, including those that are used to treat seasonal allergies and colds, depression, and diabetes, making these products attractive to populations beyond just the elderly. As the incidences of these illnesses continue to increase and US consumers turn to prescription and other OTC medications to help manage their symptoms, dry mouth solutions have become an integral part of many consumers' health regimens.

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Competitive Landscape

Church & Dwight continued to hold the largest share of the category with 25% of all retail value sales in 2013, due completely to its Orajel brand. Releasing the single-dose version of this product at the end of 2012 did little to help its sales, as the higher unit price was offset by the fact that people would no longer be able to overuse the product. Moreover, safety concerns over the use of benzocaine, the active ingredient in Orajel, however rare, were issued by the FDA at the end of 2012. These reports convinced some people to continue using homemade remedies for their oral pain management, the main reason why the brand lost five percentage points in its share since 2011.

Industry Prospects

Adult mouth care is set to rise by 9% in value sales at constant 2013 prices over the forecast period to reach US$266 million by 2018, a rate that is comparable, but slightly higher, than the review period. Demographics bode well for the category, as the percentage of those over 65+ in the US is expected to increase by almost 2% in the review period due to an ageing population. Additionally, US consumers of all ages are not expected to cut back on many of their prescription medications, many of which are used to help manage chronic conditions. While these factors primarily help dry mouth, growth within this category should outpace flagging sales of oral pain remedies and buoy the entire category, as it has in previous years.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Adult Mouth 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.

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