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Crest 3D White Case Study: Using Consumer Focused Innovation to Form a Point of Differentiation in a Saturated Teeth Whitening Market
Datamonitor, May 2011, Pages: 23
An attractive smile – in particular white teeth – has become a sought-after physical attribute among today’s self-expressive and appearance-conscious US consumers. However, with today’s teeth whitening market nearing saturation in Western regions, it has become hard for industry players to achieve standout appeal. Meaningful innovation has therefore become a key determinant of market success.
Features and benefits
- Achieve sales growth of teeth whitening products by learning how product innovation can be used to enhance brand credibility.
- Stimulate ideation and invigorate brands by learning from Crest and Oral-B’s recent success in the teeth whitening market.
- Gain a competitive edge in a saturated teeth whitening market by uncovering the core needs of today’s oral care consumers.
Highlights
- Datamonitor’s research shows that US consumers are more likely to pay greater attention to teeth and gums than hair or skin. Indeed, over half (57%) of US consumers deem whitening benefits to be important in their choice of oral hygiene products, according to Datamonitor’s 2010 Consumer Survey.
- Crest and Oral-B's 3D White Collection – launched in the US in March 2010 –was the most successful non-foods new product launch in 2011, achieving $151.1m in first-year sales according to SymphonyIRI's 2011 New Product Pacesetters Report.
- The collection's market success stems largely from its ability to accommodate US consumers' specific oral care needs, offering choice simplification, product efficacy, and value for money through consumer-focused product innovation.
Your key questions answered
- To what extent is consumer demand for white teeth impacting on the US oral care market?
- How have Crest and Oral-B achieved a point of differentiation in the teeth whitening market, and in doing so gained a competitive advantage?
- What are the key consumer trends shaping purchasing behaviour in the US teeth whitening market?
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