Magazine article Drug Topics

Brush Up on Your Dentifrice Category

Magazine article Drug Topics

Brush Up on Your Dentifrice Category

Article excerpt

Toothpaste ranks second in unit sales and ninth in dollar sales among the 56 health and beauty care categories tracked by Information Resources Inc. (IRI). Sales of this category totaled $1.52 billion last year in the three major retail trade classes:

Dollar sales were 2.3% higher than they were in 1996, but unit sales declined 1.1 %.

Stocking new toothpastes is crucial to dentifrice department success, but merchandising and promotion also are important. A recent Nielsen Household Panel found that 30% of toothpaste purchases are made in conjunction with some kind of promotional activity. For drugstores, in-store promotions work particularly well. Cross-merchandising and cross-promoting motivate shoppers to make additional and multiple oral care purchases.

Here are some suggestions for increasing the productivity of your toothpaste department:

Toothpaste customers are unusually brand loyal, so offer the widest possible selection of brands. Also, merchandise the department by brand, to make it easy for shoppers to find their favorites.

After finding their brands, consumers look for preferred formulas. Arrange brands by formula group to further increase customers' shopping ease. …

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