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Smile—Oral Care Market Set to Grow

By: Carrie Lennard, Euromonitor International.
Posted: January 20, 2011, from the January 2011 issue of GCI Magazine.

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The oral care category is set to grow globally by $3.5 billion in 2009–2014; basic products will account for the lion’s share of this growth. Toothpaste and toothbrushes will account for approximately $2.8 billion of this (79%). Secondary products will also bounce back to growth, with mouthwashes/dental rinses contributing the best performance (forecast for a $531 million increase in 2009–2014), and other products rising more steadily. Segmentation, efficacy, cosmetic benefits (such as whitening), a focus on oral health and further consumer segmentation will be the key strategies for future growth in the global oral care market.

Carrie Lennard is a research analyst at Euromonitor International.