In-office oral care product sales increase

Sales of professional oral care products in the U.S. grew at a 5.1% compound annual growth rate (CAGR) during the last three years, according to a new report by Kline & Company.

Kline estimated that the U.S. market for professional oral care products used and sold to consumers through dental professional offices in 2013 alone was valued at $426.5 million. Caries remain the leading therapeutic indication within the professional oral care market in 2013, claiming sales of more than 43% of the total market due to sales gains of fluoride varnishes. Fluoride varnishes are preferred over other topical fluoride therapy treatments such as gels and foams. The popularity of fluoride varnishes has been abetted by the addition of amorphous calcium phosphate (ACP).

However, this market dominance is being slowly eroded by whitening therapeutics, with sales estimated at more than $117 million in 2013, reflecting a CAGR of 10.5% from 2010. Take-home whitening treatments dispensed through dentists' offices have been gaining popularity over in-office treatments.

Manufacturers' sales of products for treating tooth sensitivity have seen a CAGR of 3.4% during the last three years.

Other significant trends observed include the introduction of periodontal products targeting pediatric patients. Companies such as Procter & Gamble are offering products catering to specific age and development groups of children.

An estimated 60% of total U.S. professional oral care market sales in 2013 is claimed by the top five marketers, with Colgate-Palmolive leading with 14.6% market share, followed closely by 3M and Philips.

Kline's report also analyzes unmet needs and new technologies of interest as expressed by dental professionals. These include air flossers, better plaque removal methods, calcium augmenting products with low antibiotic content, and oral cancer detection products.

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