Revenues within the US oral hygiene market have been forecast to increase at a compound annual growth rate (CAGR) of 1.3% over the next five years, increasing from a total of $5,847 million in 2012, to reach a value of $6,238.5 million by the end of 2017.
Although use of most oral care product types has remained relatively steady over the past five years, consumer concern about the state of their oral health has notched down in the recession and its wake -- a factor that oral care marketers must address to protect sales from similar slippage.
In the oral hygiene market, health concerns are the number one driver of sales, but other factors come into play as well. Consumers are also looking to whiten their teeth and freshen their breath.
If a product can do all three, all the better: products that provide multiple benefits are proving to be the most attractive to consumers, as they are more convenient and affordable than the alternative of having to purchase multiple product types.
Marketers looking to spur sales in several categories have also had success with "product suites," groupings of products presented as a complete oral care package, which encourage consumers to remain brand-loyal.
The ability to achieve professional results at home without the expense and time of a dental office visit is another powerful product positioning.
The annual percentage gains could be higher if dental hygiene marketers are able to produce exceptional ingredient developments or research findings, or are able to develop new product lines that address previously under served dental conditions, such as dental care for diabetics.
Conversely, this generally mature market could see sales slip should consumers ignore the growing focus on oral care and overall health, or should another economic downturn affect their willingness to spend on personal care items that are not seen as a necessary part of their health regimens.
For more information on the US oral hygiene market, see the latest research: US Oral Hygiene Market
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