Mouthwash Marketers to America: You Could Use a Swish
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The mouthwash industry has a message for America: You’re really not using enough, and it shows.
Sure, the oral-care megabrands Procter & Gamble Co.’s Crest and Colgate-Palmolive Co.’s flagship have extended into mouthwash in recent years and put forward the “regimen” idea that mouthwash is an integral part of oral care. And all the players in the category have piled on multi-benefit products that whiten or strengthen teeth even as they freshen breath and kill germs.
But that’s resulted mainly in share shifts, not growing the business. While toothpaste and toothbrush usage is nearly universal, household penetration of mouthwash has been “stuck in the 40s” percentagewise for years, said Larry Page, senior marketing director for Listerine at Johnson & Johnson.
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