Dental accessories gain wider appeal

MMR, March 10, 2008

NEW YORK -- Although brushing is the foundation of good home oral care, a wide variety of dental accessories exists that people can also use to maintain healthy teeth and gums.

Although the choice of dental accessories and tools is vast, consumers tend to select products that are easy to use and comfortable, according to Dan Mack, vice president of consumer sales at Dentek Oral Care Inc.

In line with that tendency, the company has recently introduced Dentek Comfort Fit Nightguard, which protects against nighttime teeth grinding. It has also added Comfort Clean Floss Picks to the Dentek line; these, along with Dentek Easy Angle Floss Picks, offer the consumer both comfort and ease of use.

Sales of Dentek dental accessories in supermarkets, drug stores and discount stores (excluding Wal-Mart Stores Inc.) increased significantly--38.4%--for the 52 weeks ended January 27, according to data from Information Resources Inc. (IRI).

Under the Plackers brand, Placontrol Inc. supplies many innovative flossers that match various consumer needs.

Plackers Doubles, for example, features two flossing heads separated by a comfort grip section in the center of the unit. Meanwhile, Plackers Flex is designed with a flosser head that bends to a right angle, which makes it easier to floss the back teeth.

Sunstar Americas Inc., which makes the Butler GUM brand, offers several oral care accessories. Sales of Butler GUM Go Betweens, ultrathin interdental brushes that remove plaque and food particles, have increased by 26.8% in the latest 52-week period in mass merchandising retail stores, according to IRI. Go-Betweens are available in both straight and angled versions for easier maneuvering.

Consumers have also shown interest in the more sophisticated power accessories. Water Pik Inc. saw sales of its Waterpik brand dental accessories increase by 11.6% for the 52 weeks ended January 27.

Dental                      DOLLAR SALES       UNIT VOLUME
Accessories/Tools            $333.1 mil.        60.2 mil.
                              (+7.7%) *         (+4.7%) *

For 52 Weeks               Percent Change    Percent Change
Ending 1/27/08                   vs.               vs.
                           Prior 12 Months   Prior 12 Months

                            Supermarkets      Supermarkets
                                +2.9%             +1.7%
                             Drug Stores       Drug Stores
                                +7.7%             +1.8%

                               Dollar             Unit
Top Brands                    Sales **         Volume ***

 1. Waterpik                 $30.0 mil.         1.0 mil.
 2. Braun Oral-B Flexis.      24.6 mil.         1.5 mil.
 3. Sonicare Elite            23.6 mil.         0.9 mil.
 4. Sonicare Advance          19.4 mil.         0.8 mil.
 5. Dentek                    18.8 mil.         5.7 mil.
 6. Doctor's NightGuard       14.2 mil.         0.6 mil.
 7. Sonicare Essence          13.4 mil.         0.2 mil.
 8. Crest Glide                9.7 mil.         2.0 mil.
 9. Oral-B Dual Action         9.3 mil.         0.5 mil.
10. Reach Access               9.2 mil.         2.4 mil.

* Total of supermarkets, drug stores and discount stores
excluding Wal-Mart Stores Inc.

** All private label brands combined total $14.9 mil.

*** All private label brands combined total 6.1 mil.

Source: Information Resources Inc.