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Adult Mouth Care in the US

US adult mouth care market: $240 million industry in 2012

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2014-02-24 09:36:01 - Adult Mouth Care in the US - a new market research report on

GlaxoSmithKline was the only branded manufacturer in the US adult mouth care market to increase sales and share in 2012, solely on the strength of Biotene. Sales of Church & Dwights second ranked brand Orajel dropped by 5%, while smaller mouth sore brands, such as Zilactin, plummeted even further. Gebauers dry mouth brand Oasis experienced the largest decline in sales at 21%. The brand simply could not compete with the marketing power GlaxoSmithKline can put behind category leader Biotene.

Oral pain brands suffered from regulatory warnings, as well as increased utilisation of home care treatments, such as gargling with salt water and systemic analgesics. The FDA issued a consumer alert in 2011 regarding severe adverse effects related to benzocaine, which is



the main active ingredient in all the leading mouth sore brands.

Forecast growth is anticipated to mirror 2012s constant value growth, as the same demographic factors continued to exert an influence over the category. With allergy seasons increasing in duration and severity and those aged below and over 65 years alike managing chronic conditions such as high blood pressure and diabetes, more consumers will experience dry mouth as a possible side effect of their medications.

Key Headlines

- Current value sales of adult mouth care grow by 4% to reach US$242 million in 2012
- Growth in dry mouth treatments balances declines in oral pain relief
- GlaxoSmithKline increases its lead to 26% value share in 2012
- Adult mouth care is expected to remain relevant over the forecast period, driving a 2% constant value CAGR

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Mike King
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