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4th Quarter 2009 U.S. Home Dental Care Products Report

Report #: 091115-002

Date: 02/12/2010

Fees: $495.00 USD (global site license)

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Overview:

The 4th Quarter 2009 U.S. Home Dental Care Products Report provides insight into the U.S. market for the following product categories: toothpaste, power toothbrush, manual toothbrush, mouthwash, dental floss, dry mouth oral moisturizer, canker sore treatment, cold sore treatment and take-home whitening / bleaching treatment. Based on data collected as part of AFG Research’s U.S. Patient Dental Survey, a representative sample of 500 U.S. adults was surveyed during the month of December 2009. The sample was designed to maintain nationwide representation among U.S. adults (aged 18 and over) in terms of age, gender, overall household income and U.S. census region (East, Midwest, South and West).

The report aims to assess usage levels (consumer market penetration) for each of the nine home dental product categories included in the scope of this research. Additionally, both market awareness (aided) and market share are estimated for approximately 50 leading dental brands currently available in the U.S. home dental care consumer market.

Consumers are faced with a considerable array of product alternatives. Dental manufacturers and others in the dental industry will be able to further assess home dental care product category usage as well as brand awareness / market share in each of the product categories included.

Results by product category and each of the 50 manufacturers / brands are also reported according to various demographic groups (i.e., U.S. census regions, gender, age, household income). Significant differences in terms of category usage and brand awareness / market share among these demographic groups are further analyzed as part of this report. This report will also help dental manufacturers in further assessing their respective market share among various consumer segments.

Key Topics Covered:

The report covers the following topics by key demographic segments (i.e., patient age, gender, household income and U.S. census region):

• Home dental care product category usage / consumer market penetration
• Manufacturer / brand (aided) awareness by home dental care product category
• Manufacturer / brand usage level and market share by home dental care product category

Home dental care product categories covered:

The report covers the following home dental care product categories in terms usage level by key demographic segments (i.e., age, gender, household income and U.S. census region):

• Canker sore treatment
• Cold sore treatment
• Dental floss
• Dry mouth oral moisturizer
• Toothpaste
• Manual toothbrush
• Mouthwash
• Power toothbrush
• Take-home whitening/bleaching treatment
• Toothpaste

Home dental care product manufacturers / brands covered:

The report covers the following home dental care product manufacturers and brands in terms of usage, market share and (aided) awareness level by key demographic segments (i.e., age, gender, household income and U.S. census region):

• Toothpaste:
  • Aquafresh
  • Harm and Hammer
  • Breath Rx
  • Colgate
  • Crest
  • Mentadent
  • Orajel
  • Rembrandt
  • Sensodyne

 

• Power Toothbrush:
  • Colgate
  • Crest
  • G.U.M. by Butler
  • Hyrda Brush
  • Interplak / Conair
  • Oral-B
  • Rota-Dent
  • Soni-care / Phillips

 

• Manual Toothbrush:
  • 2-in-1
  • Aquafresh
  • Biotene
  • Colgate
  • Crest
  • G.U.M. / Butler
  • Oral-B
  • Reach
  • Sensodyne

 

• Mouthwash:
  • ACT
  • Aquafresh
  • Breath Rx
  • Cepacol
  • Colgate
  •  Crest
  • Listerine
  • Oral-B
  • Scope

 

• Dental floss:
  • Auto Flosser
  • Breath Rx
  • Colgate
  • Crest Glide / Crest
  • Floss Stiks / Floss Tech
  • G.U.M. by Butler
  • Plackers
  • Reach / Johnson & Johnson
  • Xylifloss

 

• Dry mouth moisturizer:
  • Biotene
  • Orajel
  • OraMoist
  • Sensodyne
  • Oasis

 

• Canker sore treatment:
  • Canker Care+
  • Canker Cover
  • Cankermelts-GX
  • Debacterol
  • Gly-oxide
  • Ora 5
  • Orabase / Colgate
  • Orajel
  • Oral-B Amosan
  • OraMed
  • Zilactin

 

• Cold sore treatment:
  • Abreva
  • Debacterol
  • Herpacin L
  • Lipreve
  • Orajel
  • Oral Herpes
  • Super Lysine+ / Quantum Health
  • Viradent
  • Zilactin

 

• Take home whitening / bleaching treatment:
  • AP-24
  • Aquafresh
  • Arm and Hammer
  • BriteSmileCrest
  • DayWhite / NiteWhite
  • Listerine
  • Rembrandt
  • Super Smile
  • TheraBrite
  • Tres White
  • Zoom

Regional Market Covered: USA (consumers / patients)

Data Collection Date: December 2009

Report Table of Contents:

• Section I: Executive Summary (p. 4)
• Section II: Research Objectives (p. 10)
• Section III: Research Methodology (p. 12)
• Section IV: Results (p. 20)
• Section IV-A: Product Category Usage (p. 21)
• Section IV-B: Brand Awareness (p. 23)
• Section IV-C: Brand Market Share by Category (p. 26)
• Appendix I: Product Category Usage / Demographics (p. 36 - p. 40)
• Appendix II: Brand Market Share by Category / Demographics (p. 41 - p.78)

Additional Report - Dental Patients / Procedure Categories:

Various dental patients / procedure categories are covered in terms of incidence levels and recency by key demographic segments (i.e., age, gender, household income and U.S. census region) as part of a separate report. Please refer to the 4th Quarter 2009 U.S. Dental Patient Survey Report for detailed coverage on the following dental procedures: crown and bridge work, fillings / cavity, general exam, implant treatment, orthodontic work, periodontal surgery, root canal treatment, scaling and cleaning, tooth extraction, veneers, inlays, onlays, wisdom teeth extraction, whitening / bleaching treatments (in-office).

Information on Report License:

• Global Site License: This license allows for use of the report by an unlimited number of people within the same enterprise worldwide. Each of these people may use the report on any computer, and may print out the report, but may not share the report (or any information contained therein) with any other person or persons outside of the enterprise. Please contact us for details.

DTA Members Discount:

AFG Research is a member of the Dental Trade Alliance (DTA) Any organization which is currently a member of the Dental Trade Alliance (DTA) is eligible to an additional discount on the report license fees. Please request your coupon code if applicable.

Additional Questions:

Please contact us should you have any questions regarding our market research reports or require any assistance in placing an order.

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• Email: publications@afg-research.com
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