From The Winter 2004 Issue of Natural Grocery Buyer

New Oral Care Products Put Bite on Big Brands

Vicky Uhland

First there was a hippie with a toothbrush stuck in his backpack. Then there were yuppies buying fennel-flavored natural toothpaste.

Until recently, those were the most common visions when the topic of natural oral care came up, simply because the product offerings were mainly limited to toothpaste and toothbrushes. But changing advertising and demographics have altered the market. Now, aging baby boomers worry about the health of their teeth and gums, and people of all ages strive for sexy Hollywood smiles featuring rows of shiny, white teeth. Couple that with the increasing number of consumers interested in natural and organically grown ingredients, and manufacturers of natural oral care products have been quick to respond with a variety of new SKUs.

Today’s natural oral care consumer can find everything from cranberry-flavored dental floss to silica-infused mouthwash. And numbers provided by San Francisco-based market researcher SPINS show that these products are growing more popular with supermarket shoppers.

Sales of natural oral care products increased 15.8 percent to $27.6 million in naturals supermarkets in 2003

For the 52 weeks ending Oct. 4, 2003, SPINS reported that sales of oral care products in naturals supermarkets increased 15.8 percent, to a total of $27.6 million. And although toothpastes and toothpowders took the biggest bite of that market—$18.7 million—natural breath fresheners, floss and mouthwash also showed double-digit growth.

SPINS reported that sales of natural mouth sprays and mouthwashes increased 11.9 percent last year, to $3.7 million. Sales of floss, dental tools, picks and miscellaneous oral care products were up 19.3 percent, to $2.3 million; and breath freshener sales increased 25.2 percent to $422,000.

Fresh look, fresh breath
The granddaddy of natural oral care, Tom’s of Maine, is one of several manufacturers that have contributed to the expanding naturals market by introducing new types of tooth products in supermarkets. Tom’s, which now has more than 70 SKUs, debuted liquid natural toothpaste and naturally waxed dental floss last year. In addition, it expanded its mouthwash line with a tartar-control version and an oral moistening product.

Mouthwash is Tom’s best seller outside of toothpaste, says spokeswoman Kathleen Taggersall. She believes one reason for its popularity is because Tom’s mouthwashes are alcohol-free.

“Some mouthwashes have close to 20 percent alcohol in them. Alcohol-free is very important to a lot of people—kids can use it,” she says.

Alcohol is used in mouthwash to remove bacteria that can cause bad breath. Tom’s substitutes witch hazel and aloe vera juice. In addition, its spearmint, cinnamint, peppermint baking soda and gingermint baking soda mouthwashes rely on natural oils for flavor. No artificial colors, fragrances or preservatives are used.

Capitalizing on the trend for benefit-based oral care that goes beyond preventing cavities, Tom’s new Natural Tartar Control mouthwash contains purified zinc, which prevents tartar buildup. Tom’s Natural Oral Moistening mouthwash soothes dry mouth with xylitol, which comes from birch trees; and glycerin, a moisturizer that’s made from coconut and palm oils.

Jason Natural Cosmetics’ mouthwash also contains no alcohol. For effectiveness, it relies on natural anti-bacterials such as organic tea tree oil, aloe vera, grapefruit seed, perilla seed and essential oils, says Angela Green, marketing coordinator. Jason’s mouthwashes are also designed to do more than just freshen breath. Oral Comfort Mouthwash Spray contains Co-Q10 to help reduce tooth sensitivity to cold, heat, acids and sweets. Nutri-Smile mouthwash contains Ester-C, which helps prevent tooth decay and tartar. Ingredients in Healthy Mouth mouthwash include thyme, clove and mint, which help to soothe gums. Sea Fresh mouthwash contains blue-green algae, sea salts and minerals designed to detoxify the mouth and heal and strengthen gums and teeth. In addition, Jason’s mouthwashes contain only natural-extract sweeteners. They also are certified as kosher.

For fresh breath on the go, Jason’s Quickies breath drops contain Co-Q10, which can help prevent periodontal disease. Some formulations go beyond oral care. For example, Quickies Burp Buster, which contains organic licorice and fennel extract, helps control intestinal gas.

Tom’s new liquid toothpaste, the first in the natural oral care segment, comes in anti-plaque, tartar control and whitening formulas. The company also produces a children’s version. The toothpastes contain xylitol and zinc to remove tartar, and propolis and myrrh to prevent plaque buildup. The whitening version also contains silica, a natural abrasive that removes stains while brushing. Silica is a substitute for peroxide, which can weaken teeth, Taggersall says.

Slide into sales
Late last year, Tom’s also debuted Naturally Waxed Anti-Plaque Round Floss, which is designed for people whose teeth are close together. Three natural waxes—beeswax, carnauba and jojoba—help the round-shaped floss glide easily between teeth.

Jason’s floss qualifies as vegan because it is coated in vegetable wax rather than beeswax, Green says. In addition, it contains Co-Q10, Ester-C and tea tree oil for bacteria protection.

Most natural flosses are made from nylon. But Radius, a Kutztown, Pa.-based toothbrush manufacturer, makes floss from silk.

“I looked at the market and saw a lot of so-called natural floss that was made of nylon,” says Radius President Kevin Foley. “Floss used to be made of silk, but around World War II, nylon took over.”

Foley decided to reinvent a silk floss that had the strength to compete with nylon. He went to silk specialists and tested the thread for biological purity. After much trial and error, the specialists developed a floss made of 44 silk filaments. The resulting product is as tough as nylon but a little less abrasive, which means it doesn’t remove as much plaque. Foley says silk floss also is less expensive than nylon.

Foley ran into another problem when he tried to add cranberry extract, a natural ingredient that can fight the biofilm that turns into plaque. Cranberries contain compounds that destroy silk. Consequently, Radius’ cranberry floss is made of nylon.

When it comes to placement of silk floss in supermarkets, Foley would rather see his product stocked in a naturals section than in the mainstream oral care section. “It could get lost in all the SKUs of floss,” he says. Tom’s products are sold in the traditional oral care aisle and the company plans to keep them there. “We think being in the main aisle is great,” says Taggersall. Tom’s can compete with the Crests and Colgates of the world because its fluoride toothpaste carries the same label of acceptance—the American Dental Association seal.

“When it comes to [sorting out] the natural products, consumers just need to read the label,” Taggersall said.

Vicky Uhland is a Denver-based free-lance writer.