by Kyle Lentz, category analyst, part of Monthly Retailer Category Tips
Promote the array of items you carry to address customers’ oral care needs, from items that support oral health to those that are designed for aesthetic enhancements.
- The teeth whitening market is expected to continue to grow, according to a Skyquest research report. They cite a number of reasons, including an increasing focus on oral aesthetics and appearance, advancements in teeth whitening technology and products, and more. From January 2023 to May 2024 there were 360 new oral care items launched, and, of those, roughly 14.2% had a whitening element. Some were awarded an HRG Star. They include toothpastes from Crest, Colgate, and Sensodyne. Colgate Optic White Stain Fighter Toothpaste with Baking Soda, 4.2oz size, made Drug Store News’ Future 50 list, powered by HRG. Prepare for consumer demand for teeth-whitening products — which can be found in additional forms other than toothpastes — by including a variety in your assortment in-store.
- Another oral care item selected for the Future 50 is Crest Pro-Health Gum Detoxify & Restore Toothpaste Deep Clean, 4.6oz. Gum disease is linked to serious diseases such as diabetes, heart disease, and dementia, according to Harvard Women’s Health Watch1. Consider how you can educate your shoppers about the importance of gum health. Reach out to dentists in your community to inform them of products you carry that address gum health or ask them what they recommend to their patients and add those items to your assortment. You could offer a joint educational event to raise awareness about the importance and benefits of paying attention to gum care.
- Kenvue introduced Listerine Clinical mouthwashes in 2024 with condition-specific focuses such as gum health, enamel strength, and combatting bad breath. All three of these new items were awarded an HRG Star. These targeted mouthwashes are designed to address some of consumers’ oral health and aesthetics concerns and can be traffic drivers to your store and the category.
- “Why your gums are so important to your health,” Harvard Women’s Health Watch, October 23, 2023, Beverly Merz, executive editor