Smiling for Store Brands
Both Walgreens and CVS carry a five-minute whitening system that says "new" on the package. The whitening toothpaste from Walgreens (bottom left) is one of many whitening products available in drugstores.
A wide scope of Private Label oral care products helps consumers brush harder, smile whiter and accessorize their smiles.
Everyone loves a winning smile. For consumers who can’t afford a trip to the dentist, but still want dazzling white teeth, private label products continue to offer a wide variety of whiting options to give them the brightest smile possible on almost any budget. Meanwhile, there are private label categories in the oral care market that are growing, yet still could expand to represent more of the overall market.
Smile Bright
In this economy visiting the dentist to get whiter teeth is a luxury many consumers are cutting. The varied assortment of private label whitening products now on the market offers a more affordable option.
CVS, Woonsocket, RI, and Walgreens, Deerfield, IL, both offer five minute teeth whitening products. CVS sold their 5 minute whitening kit for $5.99, while the Walgreens 5 Minute Whitening System “for the smile you’ve always wanted” was priced at $5.29 and comes with an extra 4 Dissolving Whitening Strips. Both systems say “new” on the package and come with a 0.75-oz. Tube of Whitening Gel and a Duplex Mouth Tray. While Private Label didn’t see any national brand competition in either of these stores on a recent visit, A&P, Montvale, NJ, carried Plus White five minute speed whitening system for $10.79.
Additionally, we found Walgreens brand Whitening Toothpaste and Whitening Trays. The toothpaste for $1.99 compares to Crest Whitening Plus Scope toothpaste. The Crest was on sale for the same price in a slightly smaller tube and was merchandised away from the Walgreens brand. The Whitening Trays suggest the consumer compare the product to Aquafresh White Trays. If they do they’ll notice a whopping $20.50 in savings if they purchase the Walgreens trays on sale in the same count. CVS carried private label dissolving white strips in a 56 count for $15.99, as do most drugstores.
A&P is one grocer competing with drug store private label brands in the world of whitening. They offer Easy Fit Whitening Trays under their Live Better brand, priced at $24.99 for 14 pre-filled disposable trays, as well as their Health Pride brand, being phased out and replaced by Live Better brand, Easy Bright Whitening Wraps. The wraps are 28 strips in a package for $16.99. The Live Better package reads, “Live Better is a great way to meet the health needs of your busy lifestyle. Live Better helps you be better.” The trays, mouthwash and other Live Better products all feature a photo of a bright smile to keep brand continuity.
More Powerful Brushing
Trader Joe's has found their niche with natural products. Their natural toothpastes are private label stars and their Trader Johann's Lip Balm Virtuoso is "music to your lips," with 50-percent organic ingredients.
While toothbrushes have always been a big private label product, these days they are getting more high tech. Sale of store brand power toothbrushes in drug and mass-merchandisers (excluding Wal-Mart, Club stores and Gas/Cstores) rose just over 41% to almost $3.9 million with a with only a .02% share in the category, according to the last 52 weeks ending in August 8, 2009 according to Information Resources Inc. (IRI), Chicago.
CVS is one of the stores paving the way in this private label niche with their Sonic Toothbrush with UV toothbrush sanitizing base. The product claims to be “new” and is priced at $49.99, which offers consumers a huge savings compared to the Philips Sonicare merchandised next to it in one CVS for $159.99.
Target, Minneapolis, MN, carries a five-count package of Up & Up power brush replacements for $24.99. While the replacement heads are compatible with other national brand bases, the Target visited didn’t carry an Up & Up base.
For the manual brusher there are still plenty of regular brushes out there. Target’s Up & Up toothbrush value pack of four brushes will give you a “winning grin,” for only $3.99, while Oral-B Indicator it compares to was priced at $6.04.
The two-count package of Up & Up brushes compare to Oral-B Advantage Plus, which reads “value pack,” but costs $3.94 over Target’s price of $2.04.
If your customers want more natural toothpaste to brush those pearly whites with, they might head to Trader Joe’s, Monrovia, CA, for either of their $1.99 all natural toothpastes in Anticavity Peppermint or No Fluoride Antiplaque. Merchandised next to the 6-oz. private label tubes were Tom’s of Maine toothpastes at $3.99 for a 5.5-oz. tube.
Accessorize
The sale of store brand dental accessories and tools in food, drug and mass-merchandisers (excluding Wal-Mart, Club stores and Gas/Cstores) rose a little more than 28% to just over $24 million with only a .02% share in the category, according to the last 52 weeks ending in August 8, 2009 according to IRI. With room for growth in many private label categories it is interesting to note what is already available.
CVS is one of the major drugstore chains that carry a multitude of dental products from dental tape to oral anesthetic. Among their toothbrushes they also offer a twin pack of plastic toothbrush holders for $2.69 and a travel pack with toothbrush and holder co-branded with a travel-size tube of Colgate toothpaste for $1.99. The back panel instructs buyers to “insert plug of toothbrush into handle for use” and shows a drawing of how the case become the mini brushes handle for a full-sized toothbrush when traveling. Another interesting item that claims to be “new” is the CVS brand Tongue Cleaner with Dual Action Edge for $2.49 after using a CVS Extra Care Card. According to the back panel, “85% of bad breath is the result of volatile sulfur compounds (VSCs) produced by bacteria on the back of your tongue where your toothbrush can’t reach.”
After all the brushing and whitening consumers are still going to want nice lips and fresh breath. To that end Trader Joe’s offer Lib Balm Virtuoso under their Trader Johann’s brand. The spearmint flavor lip balm has SPF 15 and is made from half organic products. While there are fresh breath sprays out there, shoppers might find Target’s Market Pantry brand sugar free gum a more enjoyable way to get peppermint flavored breath.
