BY ANTOINETTE ALEXANDER
For many parents, getting children to brush their teeth is only half the battle. The other challenge is getting them to maintain healthy oral care habits. To help parents, the Listerine brand, by the Johnson & Johnson Healthcare Products division of McNeil-PPC, has developed Listerine Smart Rinse.
BRAND SALES* PERCENT
CHANGE
CATEGORY TOTAL $696.2 5.6% LISTERINE 238.2 1. 1 PRIVATE LABEL 93. 4 6. 6 CREST PRO HEALTH 70. 8 17. 7 SCOPE 49. 6 - 4. 1 ADVANCED LISTERINE 44.0 3. 8 LISTERINE WHITENING 31. 6 - 19. 1 ACT RESTORING 23.0 497.7 LISTERINE TOOTH DEFENSE 19. 5 338.1 CREST WHITENING 17. 5 12.0 BIOTENE 14. 7 21. 4 ... LISTERINE SMART RINSE** 3. 9 N/A
* in millions ** does not reflect actual sales ranking Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
Listerine Smart Rinse is a new post-brush mouth rinse especially designed for kids to help protect their teeth against cavities and clean the mouth beyond brushing alone.
What makes the product unique is that it works like a magnet to attract the particles that brushing may leave behind and then tints the particles— leaving proof in the sink of a cleaner mouth. The mouthwash contains fluoride to help provide extra cavity protection, and it is designed to kill the germs that cause bad breath.
According to results of a recent survey Listerine conducted, almost half of respondents said that not brushing their teeth is their children’s worst habit. The majority ( 87 percent) of respondents noted that they had enough time to teach kids better habits, but 77 percent wished there was a fun way to teach better oral care. In addition, 32 percent of parents said that kids lie about brushing their teeth on a daily basis, and 22 percent said their children go so far as to pretend or fake brush. And 1-in- 4 parents even admit to negotiating or “bribing” their children to brush their teeth.
StrategyOne, an applied-research consulting firm, conducted the nationally representative online survey among 500 parents living with children 6 to 12 years of age in the United States. The survey was conducted using the online field services of Harris Interactive.
BY MICHAEL JOHNSEN
It’s been on the market for only a year, but MiraLAX has managed to surpass Metamucil as the leading laxative brand on sale in food, drug and mass outlets today in terms of dollars. According to Information Resources Inc. data, MiraLAX reached a base of $63 million for the 52 weeks ended May 18, just inching past Metamucil’s $61.1 million in sales.
And judging from the momentum MiraLAX continues to experience, that $1.9 million difference in sales is expected to grow quickly.
Procter & Gamble still sells more units of Metamucil ( 5. 7 million units versus. 5. 6 million units of MiraLAX); however, the big difference is in the growth rate. Sales of Metamucil units are currently up 1. 7 percent. Compare that with Mira-
LAX, which is up 887.6 percent. MiraLAX was switched from prescription status last year as a treatment for occasional constipation. According to the company, MiraLAX was the No. 1 prescribed prescription laxative prior to the introduction of generic competition in 2004. MiraLAX provides the benefits of a gentle laxative and relieves constipation without causing cramps or excess gas by gently bringing water into the bowel. It’s able to do so by using the body’s own water to increase the frequency of bowel movements and to soften the stool to make it easier to pass. Constipation—defined as having less than three bowel movements per week—is one of the most common gastrointestinal complaints in the United States, with more than 4 million Americans reporting frequent constipation. That
accounts for 2. 5 million physician visits a year, according to the National Digestive Diseases Information Clearinghouse.
Those reporting constipation most often are women and adults ages 65 and older. Pregnant women also may experience constipation, and it is a common problem following childbirth or surgery.
BRAND
PERCENT SALES*
CHANGE
27.0% 1, 128.0
4. 4 15.0 - 7. 8 12. 4 - 17. 3 - 23. 6 - 3. 3 201.0 - 12. 5
CATEGORY TOTAL
MIRALAX
METAMUCIL
BENEFIBER
FLEET
CITRUCEL
FLEET PHOSPHO SODA
METAMUCIL FIBER SURE
KONSYL
FLEET PHOSPHO SODA EZ PREP
FLEET BABYLAX
* in millions
Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
$288.9
63.0
61. 1
29. 8
22. 3
15. 1
13. 6
7. 7
4. 4
4. 3
2. 5
References:
Archives