Introduction

An attractive smile – in particular white teeth – has become a sought-after physical attribute among today’s self-expressive and appearance-conscious US consumers. However, with today’s teeth whitening market nearing saturation in Western regions, it has become hard for industry players to achieve standout appeal. Meaningful innovation has therefore become a key determinant of market success.

Features and benefits

• Achieve sales growth of teeth whitening products by learning how product innovation can be used to enhance brand credibility.
• Stimulate ideation and invigorate brands by learning from Crest and Oral-B’s recent success in the teeth whitening market.
• Gain a competitive edge in a saturated teeth whitening market by uncovering the core needs of today’s oral care consumers.

Highlights

Datamonitor’s research shows that US consumers are more likely to pay greater attention to teeth and gums than hair or skin. Indeed, over half (57%) of US consumers deem whitening benefits to be important in their choice of oral hygiene products, according to Datamonitor’s 2010 Consumer Survey.

Crest and Oral-B's 3D White Collection – launched in the US in March 2010 –was the most successful non-foods new product launch in 2011, achieving $151.1m in first-year sales according to SymphonyIRI's 2011 New Product Pacesetters Report.

The collection's market success stems largely from its ability to accommodate US consumers' specific oral care needs, offering choice simplification, product efficacy, and value for money through consumer-focused product innovation.

Your key questions answered

• To what extent is consumer demand for white teeth impacting on the US oral care market?
• How have Crest and Oral-B achieved a point of differentiation in the teeth whitening market, and in doing so gained a competitive advantage?
• What are the key consumer trends shaping purchasing behaviour in the US teeth whitening market?