Oral Hygiene Market in the US - Product Launch Almanac 2010

Introduction

Datamonitor’s Oral Hygiene market in the US – Product Launch Almanac 2010 provides a complete guide to new product launches in the US oral hygiene market since January 2010, This report includes detailed data on products including Package Type, Package Material, # SKUs, Description, Package Tags, Ingredients, Shelving, Innovation and Flavor/Fragrance. This report also provides an overview of the oral hygiene market in the US, with data from 2004 to 2009 and forecasts to 2014.

Scope

• Oral Hygiene market in the US - New product SKUs by category
• Oral Hygiene market in the US - New product SKUs by manufacturer
• Oral Hygiene market in the US - New product by pack type and materials
• Oral Hygiene market in the US – New Product descriptions

Highlights

• 489 product SKUs launched in the US oral hygiene market
• Dental floss is the leading category in the US oral hygiene market
• StaiNo, LLC is the leading manufacturer in terms of new oral hygiene products in the US

Reasons to Purchase

Tracking your competitors latest innovations (and trends)
Determine product innovation patterns by studying the characteristics of innovation activity in the US Oral Hygiene market
Analyze trends in product development over time

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TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
489 product SKUs launched in the US oral hygiene market 2
Dental floss is the leading category in the US oral hygiene market 2
StaiNo, LLC is the leading manufacturer in terms of new oral hygiene products in the US 2
Rack displays was the dominant packing type in the new products launched in the US oral hygiene market 2
Majority of the products launched in the oral hygiene market used plastic as the package material 2
Introduction 3
How to use this report 3
Disclaimer 3
Market definition 4
Oral Hygiene Market Overview 16
Market value, 2004–09 16
Market value forecast to 2014 17
Oral Hygiene Product Analysis 18
New product SKUs by category 18
New product SKUs by manufacturer 19
New products by package type 21
New product by package material 22
Detailed Product Descriptions 23
Appendix 164
Further reading 164
Datamonitor consulting 164
How to contact experts in your industry 164

LIST OF FIGURES
Figure 1: US, oral hygiene market value by category ($m), 2004–09 16
Figure 2: US, oral hygiene market value by category ($m), 2009–14 17
Figure 3: US, oral hygiene market, new product SKUs by category, Jan 2010 – Dec 2010 18
Figure 4: US, oral hygiene market, new product SKUs by manufacturer, Jan 2010 – Dec 2010 19
Figure 5: US, oral hygiene market, new product by package type, Jan 2010 – Dec 2010 21
Figure 6: US, oral hygiene market, new product by package material, Jan 2010 – Dec 2010 22

LIST OF TABLES
Table 1: Oral hygiene category definitions 4
Table 2: US, oral hygiene market value by category ($m), 2004–09 16
Table 3: US, oral hygiene market value by category ($m), 2009–14 17
Table 4: US, oral hygiene market, new product SKUs by category, Jan 2010 – Dec 2010 18
Table 5: US, oral hygiene market, new product SKUs by manufacturer, Jan 2010 – Dec 2010 20
Table 6: US, oral hygiene market, new product by package type, Jan 2010 – Dec 2010 21
Table 7: US, oral hygiene market, new product by package material, Jan 2010 – Dec 2010 22
Table 8: Lively Up Your Breath - 100% Natural Breath Freshener - Original Mint; Sensual Citrus; Vanilla Cinnalicious 23
Table 9: Colgate - Fluoride Toothpaste Liquid Gel - Winter Watermelon Flavor 24
Table 10: Spry Dental Defense System - Sponge Floss - with Xylitol 25
Table 11: Spry Dental Defense System - Dental Kit - 5 Piece 26
Table 12: Tom's of Maine - Alcohol-Free Natural Anticavity Fluoride Rinse - Juicy Mint 27
Table 13: Hy-Vee Gem Grip - Toothbrush - Medium; Soft; Soft 2-Pack 28
Table 14: Publix - Pre-Brush Rinse - Whitening 29
Table 15: Best Choice Health Care - Antiseptic Mouth Rinse - Amber; Blue Mint; Fresh Mint 30
Table 16: Best Choice - Dental Floss - Mint; Waxed 31
Table 17: Smiley - Toothbrush Holder 32
Table 18: Smiley - Junior Toothbrush & Holder - Blue; Green; Pink; Yellow; Toothbrush & Holder - Blue; Green; Pink; Yellow 33
Table 19: Best Choice Health Care Flossups - Gum Stimulator and Pick - Mint 34
Table 20: Publix - Antiseptic Mouth Rinse - Citrus; Icebergblue 35
Table 21: Touch N Brush - Hands-Free Toothpaste Dispenser - Nickelodeon Dora the Explorer 36
Table 22: Colgate Total - Anticavity Fluoride and Antigingivitis Toothpaste - Clean Mint Paste; Whitening Paste 37
Table 23: SmileGuard - Orthodontic Brace Relief Kit 38
Table 24: Colgate Littlest Pet Shop - Fluoride Toothpaste - Mild Bubblefruit 39
Table 25: SmileGuard - Orthodontic Brace Relief Rinse - Very Berry 40
Table 26: Dr. Ken's - All Natural Maximum Care Antibacterial Mouthwash - Cinnamon Fresh; Spearmint Cool 41
Table 27: Colgate Littlest Pet Shop - Battery Operated Toothbrush; Manual Toothbrush - Extra Soft 42
Table 28: Equate - Dual Action Power Toothbrush; Dual Action Power Toothbrush Replaceable Brush Head 43
Table 29: Flossbox - Mint Floss Tape - 15% & 20% Tip Table; 2010 Calendar (blue); 2010 Calendar (pink); American Flag 1; American Flag 2; Appointment Reminder; Bill of Rights; Blackjack Strategy; Congratulations; Congratulations #2; Congratulations #3; Constellations; Cyrillic Alphabet; Diamonds; Eye Chart; Flowers; Food Pyramid; Frame (black); Frog Smile; Gracias; Happy Birthday #2; Happy Birthday! #1; Happy Birthday! (balloons); Happy Birthday! (streamers); Heimlich; Hollywood Stars; I Love NY; I Want You To Floss; I Want You To Floss (poster style); I Want You To Floss 2; London; London Tubes; Manhattan Area Map; Mixed Drinks; Morse Code; Mountains; Multicolor Wash; Multiplication Tables Blue; Multiplication Tables Pink; New York; New York 2; New York 3; Note Pad; NY 5 Boroughs; NYC Police Codes; Orthodontist; Pairing Wine with Food; Pink Frame; Poker Ranking; Recycle; Sports (boys); Sports (girls); Starburst; Suggested Tip Guide; Teen Spiral Notebook; Teeth; Teeth (braces); Template 1; Template 10; Template 101; Template 103; Template 107; Template 111; Template 113; Template 117; Template 12; Template 121; Template 123; Template 124; Template 129; Template 13; Template 130; Template 132; Template 133; Template 134; Template 135; Template 136; Template 137; Template 14; Template 15; Template 16; Template 19; Template 2; Template 20; Template 21; Template 22; Template 23; Template 24; Template 25; Template 26; Template 27; Template 28; Template 29; Template 3; Template 30; Template 31; Template 32; Template 33; Template 34; Template 35; Template 36; Template 37; Template 38; Template 39; Template 4; Template 40; Template 41; Template 42; Template 43; Template 44; Template 45; Template 46; Template 47; Template 48; Template 49; Template 5; Template 50; Template 51; Template 52; Template 53; Template 54; Template 55; Template 56; Template 57; Template 59; Template 6; Template 60; Template 61; Template 62; Template 63; Template 64; Template 65; Template 66; Template 67; Template 68; Template 69; Template 7; Template 70; Template 71; Template 72; Template 73; Template 74; Template 75; Template 76; Template 77; Template 78; Template 79; Template 80; Template 81; Template 82; Template 83; Template 84; Thank You; Thank You (flowers); The Alphabet; Tooth Toon; Tropical Sunset; Yoga 1; Yoga 2 44
Table 30: Colgate Total - Manual Toothbrush - Blue; Pink; Purple; Value Pack 46
Table 31: Flossbox - Mint Floss Tape Holiday Design - Chanuka #2; Chanukah; Chanukah #3; Chanukah #5; Columbus Day; Earth Day; Earth Day 2; Ghost; Halloween; Halloween #2; Halloween (3 Pumpkins); Halloween (3 Pumpkins) #2; Halloween (Pumpkin Braces); Halloween (Pumpkin Smile); Halloween Witch; Happy Father's Day; Happy Fathers Day #2; Happy Holidays; Happy Holidays Template 125; Happy Holidays Template 126; Happy Kwanzaa; Happy Kwanzaa #2; Happy Mothers Day; Happy Mothers Day #2; Happy New Year!; Happy Passover; Happy Thanksgiving #3; Happy Thanksgiving!; Happy Thanksgiving! #2; Holiday Tipping; Independence Day!; Kwanzaa; Labor Day; Memorial Day; Merry Christmas; Merry Christmas #2; Merry Christmas #3; Merry Christmas #4; Merry Christmas #5; MLK, Jr. Day; MLK, Jr. Day #2; Presidents Day; Presidents Day #2; Presidents Day #3; St. Patrick's Day; St. Patricks Day #3; St. Patricks's Day #2; Valentine's Day; Valentine's Day #2; Valentine's Day #3; Valentine's Day #4; Valentine's Day #5 47
Table 32: Fixodent - Denture Cleaner - Advanced Whitening; Plus Scope Ingredients 48
Table 33: Fixodent - Denture Adhesive Cream - Control + Food Seal Plus Scope Flavour 49
Table 34: Colgate - Toothpaste - Sensitive Multiprotection 50
Table 35: Aquafresh - Travel Size To Go Fluoride Toothpaste - Advanced; Extreme Clean with Micro-Active Foaming Action Whitening Action 51
Table 36: Aquafresh - Iso-Active Whitening Toothpaste - Deep Impact; Fresh Impact; Lasting Impact 52
Table 37: Equaline - Whitening Pre-Brush Rinse - Clean Mint 53
Table 38: Equaline - Effervescent Denture Cleanser Tablets - Anti-Bacterial 54
Table 39: Oral-B Pro-Health For Me - Pulsar Toothbrush Designed for Kids 55
Table 40: Oral-B Pro-Health For Me - CrossAction Toothbrush Designed for Kids 56
Table 41: Crest Pro-Health - Clinical Gum Protection Toothpaste - Clean Mint 57
Table 42: Oral-B Pro-Health - Clinical Protection Floss - Fresh Mint 58
Table 43: Crest Pro-Health - Complete Anticavity Fluoride Rinse - Clean Mint 59
Table 44: Oral-B Pro-Health For Me - Floss Picks Designed for Kids - Minty Breeze 60
Table 45: Smart Sense - Perfect Angle Toothbrush - 2 Pack Soft; Medium; Toothbrush - 2 Pack Soft; 4 Pack Medium; Full Soft 61
Table 46: Smart Sense - Anticavity Fluoride Healthy Protection Toothpaste - Fresh Mint; Maximum Strength Fluoride Sensitive Enamel Guard Toothpaste - Fresh Mint; Maximum Strength Fluoride Sensitive Extra Whitening Toothpaste - Fresh Mint; Maximum Strength Fluoride Sensitive Toothpaste - Fresh Mint 62
Table 47: DioxiBrite - Anticavity Toothpaste with DioxiCare 63
Table 48: DioxiRinse - Mouthwash with DioxiCare 64
Table 49: Listerine - Total Care Plus Whitening Anticavity Mouthwash 6+ Whitening - Fresh Mint; Total Care Plus Whitening Anticavity Mouthwash Visible Whitening - Fresh Mint 65
Table 50: Smart Sense - Gem Grip Toothbrush - Medium; Regular, Soft; Soft 66
Table 51: Smart Sense - Smart Grip Toothbrush - Regular Medium; Regular Soft 67
Table 52: Smart Sense - All-Pro Whitening Toothbrush - Full Medium; Full Soft 68
Table 53: Smart Sense - Orbit Toothbrush with Tongue Scraper - Full Medium 69
Table 54: Harris Teeter - Dental Floss - Extreme Clean; Hi Tech Mint; Intense Clean Icy Mint 70
Table 55: Harris Teeter - Hi-Performance Dental Flossers - Mint 71
Table 56: Smart Sense - Angle Edge+ Toothbrush - Regular Soft 72
Table 57: Smart Sense - Smilesonic Brushhead - Replacement 73
Table 58: Smart Sense Flossups - Gum Stimulator & Pick - Mint; Regular 74
Table 59: Smart Sense - Antiseptic Mouth Rinse - Blue Mint Flavor; Spring Mint Flavor 75
Table 60: Colgate MaxFresh - Soft Head Toothbrush with Tongue Freshener Value Pack - Mint Scented 76
Table 61: Smart Sense - Dental Floss - Ease Between Mint Waxed; Hi-Tech Mint Waxed; Mint Waxed; Waxed 77
Table 62: Oral-B Glide - Pro-Health Clinical Protection Floss - Fresh Mint 78
Table 63: Firefly - LightUp Timer Soft Toothbrush - Baby Looney Tunes Twetty Bird; Barbie; Bratz Kidz Sasha; Curious George; Hello Kitty; Hot Wheels; Justice League Batman; Justice League Superman; My Little Pony; Peanuts Snoopy; Scooby-Doo; Spider Sense Spider-Man; LightUp Timer Soft Toothbrush Firefly Step 1 - Blue; Pink 79
Table 64: Up & Up - Advanced Antiseptic Mouth Rinse with Tartar Protection - Mint Flavor; Antiseptic Mouth Rinse - Blue Mint; Citrus Flavor; Spring Mint Flavor; Antiseptic Mouth Rinse Alcohol Free with CPC - Mint Flavor 80
Table 65: Reach - Youth Soft Manual Toothbrush Value Pack - Batman 81
Table 66: Top Care - Toothbrush - with Tongue Scraper 82
Table 67: Healthy Accents - Antiseptic Mouth Rinse - Blue Mint; Citrus; Iceberg Blue; Spring Mint 83
Table 68: Crest Pro-Health - Fluoride Toothpaste for Anticavity, Antiginivitis and Sensitive Teeth - Clean Mint 84
Table 69: Crest Pro-Health For Me - Fluoride Anticavity Toothpaste - Minty Breeze 85
Table 70: Crest Pro-Health Complete - Anticavity Fluoride Rinse - Fresh Mint 86
Table 71: Crest Pro-Health for Me - Anticavity Fluoride Rinse - Mint 87
Table 72: Oral-B Pro-Health for Me - CrossAction Toothbrush; Floss Picks - Mint; Pulsar Vibrating Toothbrush - Blue 88
Table 73: Arm & Hammer - Kid's Spinbrush Powered Toothbrush - My Way! 89
Table 74: Aim Clinical - Anticavity Fluoride Toothpaste - Cool Mint Paste Maximum Fluoride Level 90
Table 75: Listerine Zero - Mouthwash - Clean Mint 91
Table 76: Inspector Hector - Alcohol-Free Plaque Detector Pre-Brush Tinting Rinse - Secret Blue Mint 92
Table 77: Top Care - Dental Picks 93
Table 78: Healthy Accents Polaris VibraClean - Electric Toothbrush 94
Table 79: Spry - Kid's Tooth Gel with Xylitol - Original; Strawberry Banana; Original Baby Banana Brush Training Toothbrush with Training Tooth Gel - Strawberry Banana 95
Table 80: Trader Joe's - All Natural Anticavity Toothpaste with Baking Soda & Fluoride - Peppermint 96
Table 81: Act Anticavity Kids - Alcohol Free Fluoride Rinse - BubbleGum Blowout; Nickelodeon SpongeBob SquarePants Ocean Berry 97
Table 82: Oral-B Plus Scope Outlast - Instant Pain Relief Gel - Maximum Strength 98
Table 83: Scope Outlast - Breath Gel Filled Tongue Cleaner - Long Lasting Mint Flavor; Travel Kit with Scope Outlast Mouthwash, Scope Toothbrush & Crest Plus Scope Outlast Toothpaste 99
Table 84: Oral-B Plus Scope Outlast - Dental Guard - Long Lasting Mint Flavor 100
Table 85: Arm & Hammer - Whitening Booster - 3X More Whitening Agent 101
Table 86: Arm & Hammer - Whitening Booster Plus - With Enamel Strengthening 102
Table 87: Jila - Sugar Free Mints - Peppermint; Spearmint 103
Table 88: Archie McPhee Accoutrements - Waxed Dental Floss - Pickle Flavored; Ranch Flavored 104
Table 89: Nova Care - Teeth Whitening Kit 105
Table 90: Smile Savior - Smoker's Teeth Whitening System 106
Table 91: Tom's of Maine - Simply White Fluoride Toothpaste - Clean Mint; Sweet Mint; Wicked Fresh! Fluoride Toothpaste - Cool Peppermint; Spearmint Ice 107
Table 92: Tom's of Maine - Long-Lasting Wicked Fresh! Mouthwash - Cool Mountain Mint; Peppermint Wave 108
Table 93: Sencha Naturals - Green Tea Mints - Spiced Fuji Apple 109
Table 94: Icy Breeze - Breath Drops - CinnaMint; IcyMint; SpearMint; WinterMint 110
Table 95: Plackers - Kids 1st Flossers with Fluoride; Right-Angle Miracle Flossers 111
Table 96: Assured - Kids Anticavity Bubblegum Flavored Fluoride Rinse 112
Table 97: Ranir Teardrop - Medium-Bristle Toothbrush - 2-Count Pack 113
Table 98: Colgate - Fluoride Toothpaste - Triple Action Original Mint 114
Table 99: Velamints - Sugar Free Mints with Truvia - Chocolate; Peppermint; Spearmint 115
Table 100: Sunkist Citrus Burst - Naturally Flavored Sugar Free Citrus Mints - Eureka Lemon & Key Lime; Ruby Red Grapefruit; Valencia Orange 116
Table 101: Luster Premium White - Weekend White Formula 117
Table 102: Reach Total Care - Multi-Action Toothbrush - Medium Full Head; Soft Full Head 118
Table 103: Luster White 7 - Whitening Toothpaste - Power White; Sensitive Teeth 119
Table 104: Reach Total Care - Plus Massage Multi-Action Toothbrush - Medium Full Head; Soft Full Head 120
Table 105: Quality Healthcare - Toothbrush - Soft 121
Table 106: Essential Oxygen+ - Organic Brushing Rinse - Peppermint 122
Table 107: Organique by Himalaya Herbal Healthcare - Toothpaste - Neem & Pomegranate 123
Table 108: Listerine Restoring - Anticavity Fluoride Mouthwash - Mint 124
Table 109: Colgate - 360 Degree ActiFlex SonicPower Toothbrush - Medium; Soft 125
Table 110: Colgate My First Toddler - Fluoride Free Toothpaste - Mild Fruit 126
Table 111: Lively Up Your Breath! - 100% Natural Breath Freshener - Original Mint; Sensual Citrus; Vanilla Cinnalicious 127
Table 112: Listerine Total Care - Antiseptic Mouthwash - Cinnamint; Icy Mint 128
Table 113: Luster 1 Hour White - Tooth Whitening Light System 129
Table 114: Secure - Denture Adhesive Strips; Non Water-Soluble Denture Bonding Cream; Sensitive Waterproof Denture Adhesive with Aloe Vera & Myrrh 130
Table 115: Tom's of Maine Natural Care - Long-Lasting Wicked Fresh! Mouthwash - Cool Mountain Mint; Peppermint Wave 131
Table 116: Brite Smile To Go - Accelerator Pen - Melon Mint 132
Table 117: Theradent - Oral Rinse - Teeth Desensitizing 133
Table 118: Stim-U-Dent - Plaque Removers - Mint Flavor; Original 134
Table 119: Orazyme - All Natural Dry Mouth Mouthwash with MIM Technology - Natural Mint Flavor 135
Table 120: Crest Pro-Health - Sensitive Shield Toothpaste - Smooth Mint 136
Table 121: Oral-B Pro-Health - CrossAction Gentle Clean Toothbrush - ES Extra Soft for Sensitive Gums 137
Table 122: Crest Glide Pro-Health - Dental Floss for Sensitive Gums - Smooth Mint 138
Table 123: Go Smile - Go All Out Two-Step Smile Program Set - Smile Whitening System Ampoules, Fresh Mint Touch Up Ampoules, AM/PM Toothpastes and a Silver Compact 139
Table 124: Brite Smile To Go - Accelerator Pen - Mint; Original; Vanilla Mint; Accelerator Pen 3-Pack; Accelerator Pen Variety Pack - with Original, Vanilla Mint, Winterberry & Melon Mint 140
Table 125: Colgate Pro Clinical - Daily Cleaning Toothpaste - Clean Mint; Daily Renewal for Enamel Toothpaste - Refreshing Mint; Daily Whitening Toothpaste - Sparkling Mint 141
Table 126: Colgate Wisp - Disposable Mini-Brush Plus Whitening - Cool Mint 142
Table 127: Tom's of Maine Natural Care - Wicked Fresh! Long-Lasting Fresh Breath Anticavity Toothpaste with Fluoride - Cool Peppermint; Spearmint Ice 143
Table 128: Natural Dentist - Cavity Zapper Toothpaste - Berry Blast; Groovy Grape 144
Table 129: Crest 3D White - Advanced Vivid Fluoride Anticavity Toothpaste - Refreshing Mint; Vivid Fluoride Anticavity Toothpaste - Radiant Mint 145
Table 130: Crest 3D White - Whitestrips Dental Whitening Kit - 5 Minute Touch-Ups Stain Shield; Gentle Routine; Whitestrips with AdvancedSeal Dental Whitening Kit - Advanced Vivid; Professional Effects; Vivid 146
Table 131: Crest 3D White - Alcohol-Free Multi-Care Whitening Rinse - Fresh Mint 147
Table 132: Oral-B 3D White - Advantage Vivid Toothbrush - Soft; Pulsar Advanced Vivid Toothbrush - Soft 148
Table 133: Tom's of Maine Natural Care - Wicked Fresh! Long-Lasting Mouthwash - Cool Mountain Mint 149
Table 134: Natural Dentist - Cavity Zapper Fluoride Rinse - Berry Blast 150
Table 135: EvoraKids - Probiotic Oral Care Chews - Wild Very Cherry Berry Flavor 151
Table 136: Wrigley's Orbit - Sugar Free Professional Mints - Forest Fruit; Orange; Regular 152
Table 137: Fixodent - Denture Adhesive Cream - Dawn to Dark 153
Table 138: Nash Brothers Trading Company - Organic Peppermints - Breath Mints 154
Table 139: Touch N Brush - Hands-Free Toothpaste Dispenser & Toothbrush - Chrome; White 155
Table 140: Go Smile - Luxury Toothpaste - AM Energy; Lemonade Smile; PM Tranquility; Luxury Toothpaste Duo - AM Energy and PM Tranquility; Luxury Toothpaste Jet Set Travel Kit - AM Energy, PM Tranquility and Portable Toothbrush 156
Table 141: Burt's Bees - Natural Toothpaste - Kids Berry Bee without Fluoride; Kids Orange Wow with Fluoride; Multicare with Fluoride; Multicare without Fluoride; Whitening with Fluoride; Whitening without Fluoride 157
Table 142: Listerine - Whitening Plus Restoring Fluoride Rinse - Clean Mint 158
Table 143: Primer - Energy + Breath Freshener Spray - Cinnamint; Peppermint 159
Table 144: Quantum Health - Natural Gum Therapy + Gum Treatment 160
Table 145: Walgreens - Vital Health Rechargeable Toothbrush - Pulsating Clean 161
Table 146: Quantum Health - Canker Cover Oral Canker Sore Patch 162
Table 147: Quantum Health - Natural OraMed Sore Mouth Relief Herbal Liquid Gel for Kids & Adults - Mint Flavor 163


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