Web Exclusive: PL Oral Care Expanding Consumer Reach

April 20, 2011
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Private label oral care product sales have seen a resurgence despite the soft economy, according to data from the Chicago-based research firm SymphonyIRI., The tooth fairy smiled on private label toothbrushes and dental accessories, which saw a 9.4 percent growth in sales and raked in $161.8 million in sales for the 52 weeks ending Feb. 20.


What are known as interdental items, manufacturers agree, have seen strong growth, in part simply because consumers are taking better care of their teeth, employing picks, mirrors and other accessories.


“There’s been a focus over the last year for retailers to increase their penetration and their market share of offerings of private label oral care as consumers begin to trust the retailers’ private label,” says Tony Clark, vice president of sales for Dentacare Industries, Morristown, Tenn.. “And that’s a good thing. You’re seeing objectives from some retailers that have 20 to 25 percent of their offerings in private label. That’s very high compared to what it used to be. Five or 10 years ago, the objective was half that.”


To learn more about private label oral care, read PLBuyer’s web exclusive category review.

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