Kline claims there is plenty of bite in US professional oral care

According to market analyst Kline, increasing awareness of the importance of proper oral health and hygiene and its link to overall health, combined with the mainstreaming of aesthetic dentistry, are resulting in a pertinent market for professional oral care products.

For years the American Dental Association has been educating and increasing awareness among Americans regarding their oral health, which Kline says is now making the market for professional oral care products is even more pertinent.

Data demand​

Identifying the importance and yet inadequately assessed professional oral care market, consulting firm Kline has announced it will undertake a comprehensive study of Professional Oral Care USA to help educate marketers' and improve understanding of trends and the components of change behind them.

"Successful marketers need data on volume and value changes, brand dynamics and distribution trends in order to effectively plan strategies,”​ says Laura Mahecha, Kline's Healthcare Industry authority.

“This timely research will allow first-hand insights from dental professionals about categories/brands and reveal dental professionals' unmet needs for professional oral care products."​

At-home market​

According to a market research report from Marketresearch.com, the general oral care market reached $4.9 billion in 2012, an increase of 2 percent from the previous year; displaying the potential for the professional arena.

Health is the number one driver of sales here too, but other factors come into play as well. Consumers are also looking to whiten their teeth and freshen their breath; similar to what Kline is suggesting about professional oral care.

Products that provide multiple benefits are proving to be the most attractive to consumers, as they are more convenient and affordable than the alternative of having to purchase multiple product types.

Marketresearch.com suggests that marketers looking to spur sales in several categories have also had success with "product suites"; which are groupings of products presented as a complete oral care package, which encourages consumers to remain brand-loyal.