Monthly Retailer Category Tips — Oral Care

May 12, 2023By Behind the Shelf Blog, Monthly Retailer Category Tips, Resources focused on Independent Pharmacy

by Kyle Lentz, category analyst, part of Monthly Retailer Category Tips

Get to know what your shoppers want when it comes to oral care. Carrying an assortment that meets their needs will boost sales and encourage loyalty.

  • Within toothpaste, the restorative health segment of gum, sensitivity, and enamel is driving sales.1 Plaque continues to be the number one concern for toothpaste users at 75%.2 There are a variety of needs addressed among the products in this segment, hone in on the ones of most interest to your shoppers by creating a short survey and offer a coupon for your oral care department in return for a completed survey. Not only will you get a better idea of the assortment you should carry, you also incentivize customers to shop your oral care department and build their basket.
  • Consumer interest in sustainable products spans many categories and oral care is no exception.oral care items Check with your wholesaler to see what options are available and while you may not have shelf space to carry an expanded selection of sustainable oral care products in-store, promoting them on your website or in the department with shelf signs is the next best thing. Let your customers know these products are available to order with next-day delivery in most cases. You’ll not only raise awareness of ordering as an alternative, you’ll also be able to gauge interest in these products and make an informed decision about whether you should make room for them on your shelves.
  • Get to know your oral care shopper demographic. According to Euromonitor Voice of the Consumer: Beauty Survey, fielded June to July 2022, second to baby boomers, Generation Z places the greatest importance on oral health while defining their perception of beauty. Generation Z consumers are less likely to purchase the same brands as their parents, as their perceptions of beauty are more centered around personal expression, identity, and individualism.3 If this generation is a substantial part of your customer base, or you are looking to attract more of them from your community, promote new oral care products that focus on beauty and innovation.


  1. HRG’s proprietary PAC data, 52 weeks ending 12/31/2022
  2. ZAPPI, May 2021; BASES, July 2021